AD0-E555 Adobe Marketo Engage Professional Questions and Answers

• A form that is used in multiple programs should be stored in the Design Studio as a global asset12. This allows the form to be easily reused and updated across different landing pages and programs without creating duplicates or inconsistencies3.
• A form that is stored in Marketing Activities as a local asset is only available within the specific program where it was created1. This means that if the form needs to be used in another program, it has to be cloned or recreated, which can lead to data quality issues and maintenance challenges3.
• There is no such thing as a global asset in Marketing Activities. All assets in Marketing Activities are local to their respective programs1. References:
• 1: How to create and edit forms | Adobe Marketo Engage
• 2: Marketo Success Series: Forms - Marketing Nation
• 3: Marketo Form Best Practices - Marketing Rockstar Guides

• Create an Engagement Program:
• Define the Cadence:
• Add the Content Assets:
• Configure Wait Steps:
• Activate the Program:

References:

• What is Adobe Marketo Engage: https://experienceleague.adobe.com/docs/marketo/using/getting-started-with-marketo/what-is-adobe-marketo-engage.html?lang=en
• Marketo Engage User Guide (Engagement Programs): (Search the document for "Engagement Programs" or "Nurture Programs") - This will have more detailed instructions.

Why this is the best approach:

• Efficiency: A single stream simplifies management and tracking.
• Consistency: It ensures a regular, controlled flow of information over the four-week period.
• Flexibility: You can easily modify the content or cadence within the stream if needed.

The Smart Campaign you provided has two filters applied:

• Clicks Link in Email: This filter ensures the lead clicked a link in a specific email (based on the "Email" field value).
• Fills Out Form: This filter ensures the lead filled out a specific form (based on the "Form Name" field value).

Since both filters are connected withAND, a lead needs to meetbothcriteria to qualify for the Smart Campaign. They need to click the link in the emailandfill out the form.

• 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.

• The file size limit for images and files uploaded to the Design Studio of Adobe Marketo Engage is 100MB.
• The Design Studio is a feature of Adobe Marketo Engage that allows marketers to create and manage landing pages, forms, emails, and other assets.
• To upload an image or file to the Design Studio, the marketer can go to the Design Studio area, select Images and Files, click the Image and file actions drop-down and select Upload image or file, and then drag and drop the desired image/file or browse the computer for it.
• The maximum size per file is 100MB, as stated in the note that appears when uploading an image or file. This limit applies to all file types, including images, PDFs, videos, etc.
• The file size limit is set to ensure optimal performance and security of the Adobe Marketo Engage platform. If the marketer needs to upload a larger file, they can use a third-party service and link to it from the Design Studio asset. References:
• Add Images and Files to Marketo
• Adobe Marketo Engage | Product description

• To optimize the email’s design to increase the email click rate, the marketer would use the whole email A/B test type.
• A whole email A/B test allows the marketer to compare two completely different versions of an email, with different layouts, images, colors, fonts, and other design elements.
• The marketer can create two variants of the email and send them to a random sample of the audience. The performance of each variant is measured by the click rate, which is the percentage of recipients who clicked on any link in the email.
• The variant with the higher click rate is the winner and can be sent to the rest of the audience or used as a template for future emails.
• A whole email A/B test is useful for testing major changes in the email design that could have a significant impact on the click rate. It can also help the marketer discover the optimal combination of design elements that appeal to the audience and drive engagement. References:
• Use “Whole Email” A/B Testing
• Optimize clickable elements with A/B testing email
• Email Marketing A/B Testing: A Step-By-Step Guide [2024]

• 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

• A Snippet is a type of asset in Adobe Marketo Engage that allows you to create dynamic content blocks that can be reused across multiple assets1.
• Snippets can be used in two types of assets: emails and landing pages1.
• To use a Snippet in an email or a landing page, you need to drag and drop the Snippet element from the Elements tab to the desired location in the editor2.
• You can then select the Snippet you want to use from the drop-down menu in the Properties tab2.
• Snippets can be customized based on segmentation rules, so that different versions of the Snippet are displayed to different audiences3.
• Snippets cannot be used in forms or reports, as they are not supported by those types of assets.

References: 1: Create a Snippet 2: [Add Content to a Snippet] 3: [Use Segmentation and Dynamic Content in Snippets] : [Asset Types in Adobe Marketo Engage] : https://experienceleague.adobe.com/docs/marketo/using/product-docs/personalization/segmentation-and-snippets/snippets/create-a-snippet.html?lang=en : https://experienceleague.adobe.com/docs/marketo/using/product-docs/personalization/segmentation-and-snippets/snippets/add-content-to-a-snippet.html?lang=en : https://experienceleague.adobe.com/docs/marketo/using/product-docs/personalization/segmentation-and-snippets/snippets/use-segmentation-and-dynamic-content-in-snippets.html?lang=en : https://experienceleague.adobe.com/docs/marketo/using/product-docs/asset-management/asset-types-in-adobe-marketo-engage.html?lang=en

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.

• System Smart Lists are predefined Smart Lists that are available in every Adobe Marketo Engage instance. They are located in the Database section under the System Smart Lists folder1.
• System Smart Lists allow users to quickly access common groups of people based on their attributes or activities, such as All Leads, Anonymous Leads, Blacklisted, Deleted Leads, etc1.
• Unsubscribed People is a System Smart List that shows all the people who have opted out of receiving emails from the user’s organization1. This list is useful for complying with email regulations and respecting the preferences of the recipients2.
• Marketing Suspended is a System Smart List that shows all the people who have been temporarily blocked from receiving any marketing communication from the user’s organization1. This list is useful for managing the frequency and timing of the messages and avoiding spam complaints. References: 1: Understanding Smart Lists | Adobe Marketo Engage - Experience League 2: [Unsubscribe from Email | Adobe Marketo Engage - Experience League] : [Marketing Suspended | Adobe Marketo Engage - Experience League]

• 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.
• The Results tab of a Smart Campaign shows the list of people who qualified for the campaign and the actions that were performed on them.
• To export the results to Excel, click the export icon at the bottom of the Results tab.
• The export is limited to 20,000 rows. If the results exceed this limit, only the first 20,000 rows will be exported.
• Therefore, the exported row limitation in the Results tab of a Smart Campaign is 20,000. References: : Export Smart Campaign Results to Excel : Export 20,000+ Records from Campaign Results

Comprehensive Step by Step Explanation:

• Segmentation is the process of dividing your audience into different subgroups based on their attributes, behaviors, or preferences1
• Segmentation is the prerequisite for creating dynamic content, which is the ability to customize how different people see a landing page or email based on their segment2
• To create dynamic content, you need to first create a segmentation in Marketo Engage, and then define the segments and the smart list rules for each segment3
• After creating a segmentation, you can add dynamic content blocks into your landing page or email, and select which segment will see which version of the content4
• Dynamic content helps to deliver more relevant and personalized experiences to your leads and customers, and increase engagement and conversion5

References:

1: Segmentation | Adobe Marketo Engage 2: Understanding Dynamic Content | Adobe Marketo Engage 3: Creating a Segmentation | Adobe Marketo Engage 4: Adding Dynamic Content to a Landing Page | Adobe Marketo Engage 5: Marketo Engage: Content Personalization | Adobe for Business