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 The Change Program Status flow step is used to update the status of a person in a program based on the criteria defined in the Smart List of the smart campaign. For example, if the Smart List filters people who opened an email, the Change Program Status flow step can assign them the status of “Opened Email” in the program. This helps to track the progress and engagement of people in different programs and channels. The Change Program Status flow step also adds the person to the program if they are not already a member, unless a choice is specified in the flow step that overrides this behavior. The available statuses depend on the channel of the program, which can be customized in the Admin section of Marketo Engage. References: 

• Local Lists vs. Global Lists: In Marketo, local lists are specific to a particular program. They are not shared across programs, unlike global lists.
• Cloning Limitations: When you clone a Marketo program, the structure and assets are replicated, but local lists are not. An empty list with the same name is created in the cloned program.
• Rationale: This prevents accidental duplication of leads across programs and potential issues with email deliverability or compliance if the same leads were to receive multiple, unintended copies of communications.

References:

• Marketo Engage Documentation (Working with Lists): Search for "Local Lists" and "Cloning Programs" in the official Marketo documentation. This will provide detailed explanations and examples.
• Marketing Nation - Marketo Engage (Discussions about cloning and lists): https://nation.marketo.com/ Search for discussions using terms like "clone program", "local list", and you'll find real-world examples and explanations from other users.

A FieldSet is a group of fields that you can control as a whole. You can use FieldSets to organize your form layout, group related fields together, and dynamically hide or show the entire fieldset depending on another field1. For example, you can use a FieldSet to collect an address field and a payment method field in one place2.

To add a FieldSet to a form, you can follow these steps1:

• Go to Marketing Activities.
• Select your form and click Edit Form.
• Click the + sign and select Fieldset.
• Select the fieldset and enter a Label.
• Drag the fields you want into the fieldset.

• An Engagement Program is a type of campaign in Adobe Marketo Engage that allows you to send a series of content to a target audience over time1.
• A cast is the process of sending out content to the members of an Engagement Program2.
• A cadence is the frequency and schedule of the casts3.
• You can use the Change Engagement Program Cadence flow step to pause or resume a member of an Engagement Program4.
• When a member is paused, they will not receive any activated content in the next cast, even if they have not exhausted all the content in their stream4.
• When a member is resumed, they will start receiving content again from where they left off4.
• Pausing a member will not remove them from the Engagement Program or affect their stream transition4.

References: 1: [What is Adobe Marketo Engage?] 2: [Cast Content to People in an Engagement Program] 3: [Set the Cadence for an Engagement Program] 4: Pause People in an Engagement Program : : :

• According to the Adobe Marketo Engage documentation, programs represent a single marketing initiative that contains all the assets and logic needed to execute and track it1.
• There are four types of programs in Adobe Marketo Engage: Event, Engagement, Email, and Default1.
• Event programs are used for live or online events that have a specific time and date1. They help coordinate, facilitate, and track the event activities and outcomes1.
• Engagement programs are used for drip nurturing campaigns that send content to people at a set periodic schedule1. They help deliver relevant and personalized messages to prospects and customers over time1.
• Email programs are used for one-time email blasts that have built-in features like A/B testing and Email Head Start1. They help send targeted and timely emails to large audiences1.
• Default programs are used for anything that is not an event, engagement, or email program1. They can be customized for various use cases and scenarios1.
• Therefore, the correct answer is B. Event, Engagement, Email, Default. References: 1: Understanding Programs | Adobe Marketo Engage - Experience League

• A Smart Campaign is a workflow that automates actions based on triggers and filters.
• There are two types of Smart Campaigns: trigger and batch.
• A trigger Smart Campaign listens for a specific activity or change in data and then executes actions for each person who meets the criteria. For example, a trigger Smart Campaign can send an email to a person who fills out a form on a landing page.
• A batch Smart Campaign processes all qualified people at once, regardless of when they performed the activity or changed the data. For example, a batch Smart Campaign can update the lead status of all people who attended a webinar.
• Therefore, the type of Smart Campaign that processes all qualified people at once is a batch Smart Campaign. References: : What is a Smart Campaign? : Trigger Smart Campaign Example : Batch Smart Campaign Example

• A Smart List is a powerful query tool that allows you to find people in your database who meet certain criteria based on their attributes and activities1.
• To build a Smart List, you need to drag and drop filters from the right panel to the canvas and configure them with the appropriate operators and values1.
• There are some best practices to follow when building a Smart List to optimize performance and accuracy2. One of them is to include the @ symbol before the domain name when using the Email Address filter2.
• This makes the filter use a faster query that can leverage more effective search algorithms2. For example, instead of using Email Address contains gmail.com, you should use Email Address is @gmail.com2.
• Using the @ symbol also helps to avoid false positives, such as matching email addresses that have the domain name as part of the local part2. For example, Email Address contains gmail.com would match jane@gmail.com as well as jane@gmail.co.uk, but Email Address is @gmail.com would only match the former2.
• Therefore, including the @ symbol when using the Email Address filter is considered a best practice when building a Smart List.

References:

1: Creating a Smart List 2: Best Practices for Smart Lists

To include a unique access URL in a webinar confirmation email, the marketer would use the {{member webinar url}} token. This token is a type of Member Token, which is used to insert unique values from integrated services partners. A common use of Member Tokens is for unique URLs for webinar attendees. Each person has a unique URL to access the webinar that can be inserted using the {{member webinar url}} token.The marketer would need to create a text token called Webinar Key in the My Tokens tab of the Marketo webinar program, and copy the webinar ID from the integrated service partner (such as GoToWebinar) into the Value box. Then, the marketer would use the {{member webinar url}} token in the confirmation email content.

References: Tokens Overview | Adobe Marketo Engage - Experience League, How to: Use Marketo My Tokens and Templates to Scale Webinars - Sponge, How to: Manage GoToWebinar Simulated Live Events in Marketo - Sponge

• The Email Invalid field in Marketo is used to identify records when the lead is created and the email format is not correct, or when the email is a hard bounce that receives a 5## bounce code signaling that the email is no longer valid i.e. the email address does not exist1.
• A hard bounce is an email that has been returned to the sender because the recipient’s address is invalid. A hard bounce might occur because the domain name doesn’t exist, the recipient is unknown, or there is some other permanent error2.
• Marketo automatically marks an email invalid when it receives a 5XX bounce code, or if the email format is not correct when the person is created3. The bounce reasons also populate the Email Invalid Cause field in Marketo, which can be used to further analyze the types of hard bounces unique to your email deliverability instance1.
• Therefore, the valid reason for a person’s Email Invalid field to be marked as True is when the person was sent an email that was undeliverable due to nonexistent email address, which is option B.

References: 1: What is the Email Invalid Field in Marketo and what should you do with it? - Sponge 4: Map the Email Invalid field in Marketo to a custom field in Salesforce? - Marketing Nation Product Discussions 3: Contact Marked Email Invalid - No Record in Activity Log - Marketing Nation Product Discussions 2: Hard and Soft Bounces in Email | Adobe Marketo Engage

In Marketo Smart Campaigns, triggers and filters work with an OR/AND relationship:

• Triggers (Orange): Triggers watch for specific actions or changes in lead data. If any of the triggers you define are met, the lead becomes eligible for the Smart Campaign's actions. Triggers operate on an OR basis.
• Filters (Green): Filters further refine the audience by applying additional criteria. The lead must meet the filter criteria AND have been activated by at least one trigger. Filters operate on an AND basis.

Example:

Smart Campaign:

• Triggers:
• Filters:

In this example, a lead will qualify for the Smart Campaign if they:

• Fill out Form A OR Visit the Pricing Page AND Their job title is Director AND they are located in the United States.

• Email Insights is a powerful reporting tool that allows you to analyze and compare the performance of your email campaigns across various dimensions and metrics1.
• To find the click-to-open rate of your emails, you need to select the Click to Open Rate metric from the Metrics drop-down menu in the Email Insights interface2.
• The click-to-open rate is the percentage of unique clicks divided by the number of unique opens. It measures how effective your email content is at driving recipients to take action after opening your email2.
• To compare the click-to-open rate of your emails in July of this year and last year, you need to select the Month dimension from the Dimensions drop-down menu and use the Date Range filter to specify the time period you want to analyze3.
• You can also use the Compare feature to see the percentage change in the click-to-open rate between the two time periods3.
• Therefore, Email Insights is the report that the email analyst would consult to find the click-to-open rate of their marketing team’s emails in July of this year and last year.

References:

1: Email Insights Overview 2: Email Insights Metrics 3: Email Insights Dimensions and Filters

• Maintaining Integrity (A):Cloning directly from the original asset helps ensure that all settings and configurations are copied accurately. This minimizes the risk of introducing errors or corruption during manual recreation.
• Customization is Key (C):While the core structure of the cloned program is replicated, certain elements need updating for clarity and accurate reporting:

 When cloning in Adobe Marketo Engage, it’s important to follow certain best practices to ensure the integrity of your assets and programs12.

• Clone from the original asset to avoid corruption in assets1: Cloning from the original asset helps to maintain the integrity of the asset and avoid any potential corruption that might occur if you were to clone from a copy1. This ensures that your cloned asset is an exact replica of the original, which can be particularly useful if you want to use the same asset in multiple programs1.
• Update custom tags, period costs, and name of the cloned program1: After cloning a program, it’s important to update the custom tags, period costs, and name of the cloned program1. This helps to keep your programs organized and allows you to track the performance of each program individually1. Note that period costs will not transfer over, so be sure to add that to your cloned program if you had one set in the original1.

While updating token names for the cloned program (option D) can be a good practice in some cases, it’s not generally considered a best practice when cloning in Adobe Marketo Engage1

• A Smart List is a dynamic list of people who meet certain criteria, such as having a specific attribute, behavior, or activity1.
• A Data Value Changed filter is a filter that allows you to find people who have changed the value of a specific field2.
• A constraint is a condition that further narrows down the filter criteria3.
• To create a Smart List with Data Value Changed filter, follow these steps4:
• To view the results, click the Leads tab. You will see the number and details of the people who changed their Person Status from Marketing Qualified to Sales Qualified in the past 30 days. References: 1: Smart Lists | Adobe Marketo Engage 2: Data Value Changed Filter | Adobe Marketo Engage 3: Filter Constraints | Adobe Marketo Engage 4: Create a Smart List | Adobe Marketo Engage

 Landing pages are in draft mode until you approve them. Approval makes pages available in the rest of the system. When you edit an approved landing page, Marketo saves the draft, but continues to use the approved version until you approve the draft1. You can approve a landing page by selecting it, going to Landing Page Actions and clicking Approve1. You can also approve multiple pages at once to make your life easier1.

• Qualification rules control how many times someone can run through the flow in a Smart Campaign. By default, even if someone triggers a Smart Campaign multiple times, they will only be sent through the flow once1.
• To modify these settings, the marketer needs to go to the Schedule tab of the Smart Campaign and click Edit Settings1.
• There, the marketer can choose how often to run the people through the Smart Campaign flow: only once, every time, or once every # days / weeks / months1.
• If the marketer wants to allow a person to go through the flow every time they qualify, they need to select the option Every time1. References: 1: Edit Qualification Rules in a Smart Campaign

 Communication limits are a feature in Marketo that prevent you from over-emailing your leads by setting a maximum number of emails they can receive per day or per week. Communication limits automatically apply to all email and engagement programs, which are two types of programs that send emails to your leads. Email programs are used to send one-time or recurring emails, while engagement programs are used to send a series of emails over time based on a predefined schedule and logic. You can enable or disable communication limits for each email or engagement program by checking or unchecking the box that says “If a person has reached communication limits, block non-operational emails”. Operational emails are emails that are marked ascritical or transactional and should always be sent regardless of communication limits, unsubscribes, or marketing suspensions. Communication limits do not apply to other types of programs, such as default, event, or webinar programs, unless you use smart campaigns within those programs to send emails. Smart campaigns are a way to define the logic and actions for your marketing activities, such as sending emails, updating lead data, adding leads to lists, etc. You can enable or disable communication limits for each smart campaign by checking or unchecking the same box as above. You can also set the default behavior for smart campaigns in the Admin area, under Communication Limits. References:

• Enable Communication Limits
• More Than You Ever Want To Know About Communication Limits
• Email Programs
• Engagement Programs
• Operational Emails
• Smart Campaigns