🗣️ [Mentor Michelle Chopin] 🌟 Adobe Marketo Engage Community Mentorship Program 2024 🌟

Hi @michellechopin  and fellow Aspirants,

I'm Nihal Adav, a marketing automation enthusiast hailing from Pune, India. I am currently working at Qualys Inc. and have been diving deep into Adobe Marketo for almost 2 years now. My passion lies in Automation, Integrating our Marketo instance with other interesting tools, Account-Based Marketing (ABM) and Analytics, and I'm eager to learn and grow in these areas with all of you.  I'm excited to collaborate, share ideas, and learn from each of you.

Looking forward to learning together and achieving great things!

Hi all,

I had to change my username as my old username was connected to my personal email - this one @aschultz671 is through my company email and the account I'll use for this program. 

I work as a senior marketing specialist at the American Hospital Association (AHA), located in Chicago, Illinois, USA. So I am in the central time zone. I've been in marketo for three years now (roughly 40%-70% of my day-to-day given the week). Our org is currently going through the final stages of a CRM shift. We are transitioning from a pretty old CRM to having everything run through Salesforce, so I'm excited to shift my use in marketo away from lots of custom objects and utilize the Salesforce integration to its full capability. 

Please feel free to add me on LinkedIn - https://www.linkedin.com/in/abby-schultz-ma/ Excited to get to know you all & hope you all have a lovely weekend! Not sure if you're all in the states or not, but we have a bank holiday (my office is closed) Monday!

-Abby 

Hi all,

I'm a developer and work for enrollmentFUEL. We are an agency that works with the Enrollment and Marketing teams at colleges and universities across the U.S. All of the programs we run for our client-partners are on the Marketo Engage platform. We implemented the platform two years ago with about 5 our client-partners and moved all of our client-partners to the platform last year. I program the emails and landing pages and build and launch the campaigns in Marketo.

I'm in Des Moines, IA U.S.A. and also in the Central timezone.

Please feel free to add me on LinkedIn (www.linkedin.com/in/trabamcquary)! Excited to get to know you all!

This week's quiz/question is based on Section 1 of the AME Business Practitioner Expert Exam Prep Guide:

Q1. Define the difference between a workspace and a partition, and provide an example reason for their use.

Add your answers in response to this comment, and don't hesitate to ask questions for added clarification or learning too.

Additionally, feel free to share any experience you might have with this Marketo functionality - ideas sharing helps learning too!

Looking forward to your answers  😀

Hi @michellechopin and other Aspirants, Here are some details about me:
Name : Tarun Mittal
Region : India
Company : Grazitti Interactive
Title : Sr. Marketing Automation Specialist
Email : tarunmittal390@gmail.com
LinkedIn : https://www.linkedin.com/in/tarun-mittal-marketing-automation/
Feel free to connect 🙂

Nice to meet everyone. Sorry for the late introduction, I was waiting for my community profile id to be updated. Looking forward to learn more.

Happy Start-Of-The-Week everyone 🎉

Thanks for everyone who responded to Question 1 - we learned that Workspaces and Partitions are powerful features for organizations looking to separate their marketing activities/initiatives and audience based on desired segmentations, like brand, region, or product line. As you study this further, be sure to pay additional attention to sharing, cloning, and moving assets to/between workspaces. 

This week's quiz/questions are based on Section 2: Marketing Activities/Campaign Management of the AME Business Practitioner Expert Exam Prep Guide (there is an error on the link that Jon originally posted so be sure to use the new one here until the redirect is in place; additionally you're welcome to check out my blog post: Study Guide: Adobe Marketo Engage Business Practitioner Expert Renewal). I'm including a few questions this week as this section is broad and the largest:

Q2a. You have an Google Ads program that has a Period Cost of $1,000 per quarter for 2024 (based on a standard calendar year, applied at the start of each quarter). If a lead was added to the program in February, which Period Cost will they count towards?

Q2b. What are the two ways you can perform an A/B test (subject line, body content, time/date, from address) for an email program?

Q2c. With regards to Program Member Custom Fields (PMCF), how many custom fields can the object have?

Q2d. In a Smart Campaign, how are Triggers evaluated when the Smart List Rule/Filter Logic is set to "All"?

Add your answers in response to this comment, and don't hesitate to ask questions for added clarification or learning.

Additionally, feel free to share any experience you might have with these Marketo functionalities - discussion and ideas sharing can be helpful for your fellow aspirants, especially for those that might not yet have experience with a particular element.

Looking forward to your answers and our discussion this week  😀

Welcome to Week 3, @aschultz671 @gayathrim271827 @mfavaron @tarunmittal_12 @nihal @traba5058 @69911 @juaneraso   😀

A couple of updates for you before we get into this week's quiz:

1. I will be on vacation from June 11 - 18 inclusive so will not be available on the Community during that time. I will respond to all questions/posts when I return to office on June 19 and will post the Week 4 quiz at the same time. For any technical or general program support, please reach out to @jon_chen. 
2. As a thank you for participating in the Community Mentorship Program, you can apply for a 50% voucher here. Vouchers are limited and will expire one month after the end of the program (Friday, July 26).

This week's topic/study guide section is about Lead & Data Management so get ready to test your knowledge with a proper quiz this week 📒

Q1. What are the statuses in your Lead Lifecycle Program based on?

1. Sales Process
2. Channel Tags
3. Marketing Funnel
4. Program Type 

Q2. What are the three ways that a Lead Lifecycle can affect your bottom line?

1. More form fills, greater number of leads, faster qualification process
2. Better ROI, nicer reporting, increased budget
3. Increased revenue, managed lead flow, improved forecasting

Q3. What are the two types of Lead Scoring that are combined to give an overall Person Score in Marketo?

1. Activity and Informational
2. Lead and Contact
3. Behavioral and Demographic/Firmographic

Q4. Lead Scoring is the most effective method for:

1. Helping to identify qualified leads who are approaching or are in the buying stage
2. Determining whether to send an email campaign
3. Adding leads to a CRM system

Q5. What are the three types of Interesting Moments?

1. Email, Webinar, Event
2. Web, Milestone, Email
3. Landing Page, List, Report

Q6. In the Activity Log, name three filters you can use to see/show specific information about a Person's activity.

Q7. According to Marketo's Data Retention Policy, how long are Visit Web Page activities kept for?

1. 14 days
2. 90 days
3. 180 days 

Q8. Marketo's Durable Unsubscribe means that, if an unsubscribed record is deleted from Marketo, and returns to the system at a later date, the unsubscribe will NOT be removed. True or False?

1. True
2. False

Q9. Segmentations allow you to group people into distinct profiles for reporting and what other use case?

1. Smart lists
2. Engagement programs
3. Dynamic content
4. Smart campaigns

Q10. A person will qualify for the all matching segments. True or False?

1. True
2. False

The entire section of the Study Guide is yours to explore this week, so don't hesitate to ask questions that are related to the quiz questions OR part of the section we've not specifically explored here. And be sure to include your own experiences/examples if you feel they're relevant as those are always interesting to read and others can learn from them too, especially if it's not something they have used/worked with much or at all. 

Have a great week and I will get back to you all on June 19 🚀

Happy Week 4, @tarunmittal_12 @nihal @aschultz671 @traba5058 @gayathrim271827 @mfavaron @akshay_sharma1 💃🕺

I hope you all had a great week 3 and thanks to those of you that answered last week's quiz - it was a bit of a heavier one but you all did great work for it. My apologies for the delay in getting back on track this week - despite only being away for a week, the catch up got away from me so this week's quiz is a little late.

Week 4 studies focus on Reporting, which is a necessary function for us as marketers using Marketo but also those that lean on us to provide insights and clarification for the activities performed within it, in relation to our Marketing & Sales processes/expectations. Even though this is a smaller section, the quiz is made up of one question per sub-section in the Business Practitioner Expert Exam Prep Guide.

Q1. If you have an existing Revenue Cycle Model that you want to replace, it's better to edit it vs. unapproving it.

1. True
2. False

Q2. When you set up a Program Performance Report, you can see which programs are bringing in New Names. What is the definition of a New Name?

1. A person has changed their name via a form fill
2. The program was responsible for generating a new person
3. Those people that achieved success as defined by the program

Q3. An Campaign Email Performance Report shows all the Deliveries, Sends, Opens, Clicks, and Unsubscribes for specific emails. Where do you change the time frame for your report?

1. Smart List tab
2. Subscriptions tab
3. Setup tab

Q4. What are the two ways you can group person reports by?

1. Full Name and Company Name
2. New Name and Success
3. Attributes and Segments
4. Emails Sent and Emails Delivered

Q5. How many segmentations can you group email reports by?

1. One
2. Two
3. All of the above

As always, if there are questions related to anything in this section, don't hesitate to ask. And as we're at the end of the study sections, feel free to ask questions about any of the sections that might help you finish you preparations for your certification exam. Looking forward to seeing your answers and continuing to support your learning 😃

Happy Solstice ☀️

Greetings @nihal @tarunmittal_12 @aschultz671 @traba5058 and congratulations on completing the 2024 Adobe Marketo Engage Mentor Program 🎉

A couple of updates/notes for you all:

• If you applied for the exam voucher, you should have received that at the end of last week and are now good to schedule your exam. If you haven't gotten the voucher yet (and have applied), please let @jon_chen know.
• Your voucher has an expiry date! All vouchers will expire on July 28 so don't miss out on using it for your exam
• While the activity on this thread is being "closed out", it's still going to be available for you to reference ongoing (and for other Community members ongoing). If you ever have any additional questions, don't hesitate to reach out on this thread (I will get to it ASAP) or post questions in the wider Community - there is a breadth of information and knowledge here and it's here for us all to benefit from

While this isn't an official part of the Program, I know I promised an extra/final quiz covering all sections of the exam for you all in case it helps with your studies, so here you go (I've not asked questions for individual topics we've already covered)!

OPTIONAL QUIZ (there's no obligation to post answers unless you'd like me to check them for you)

Section 1: Administration & Maintenance (12%)

Q1. Marketo can only be synced to one CRM one time

1. True
2. False

Q2. How many months of history can you review in the Audit Trail for your Marketo instance?

1. 365 days
2. 6 months
3. 4 weeks
4. 120 days

Q3. Define the difference between Users and Roles in the User Management section?

Q4. Which CRMs have native Marketo integration/synchronization?

Q5. What are two benefits of a folder structure and naming convention in your instance?

Section 2: Marketing Activities/Campaign Management (46%)

Q1. Define the difference between Tags and Channels

1. Tags contain the Period Cost for a program; Channels are the marketing activities implemented
2. Tags show Program engagement/activity; Channels show Program success
3. Tags identify/describe programs; Channels identify/describe the delivery mechanism in a program

Q2. Where do you use a Webhook in a Smart Campaign?

1. Smart List
2. Flow
3. Neither
4. Both

Q3. Global Assets are housed in the Design Studio of Marketo - a single asset is used across/in different types of programs and isn't cloned (either in the Design Studio or Marketing Activities). Why?

1. There is no cloning option for Global Assets
2. There are no folders in the Design Studio
3. The content needs to be the same across all programs

Q4. We use Hidden Fields on Forms to capture extra information that a lead might not be able to answer themselves and to avoid adding more fields. Name two places that we can get a value from in a hidden field (hint: there are four total).

Q5. How do you find/see where a Program or Asset has been used?

1. The Search function in Marketing Activities, Database, Design Studio, or Analytics
2. Running a Program Report
3. The "Used By" tab/section
4. Using a Smart List

Q6. Where do you connect an installed Webinar Provider to a Marketo Webinar Program?

1. Under LaunchPoint in the Admin section
2. Under Settings on the Program Summary tab
3. In the Add Leads to Program Smart campaign

Q7. If you are asked a question or to troubleshoot an issue related to a Person record in Marketo, where is the best place to do that?

Section 3: Lead (12%) & Data Management (10%)

See our Week 3 quiz for more questions.

Q1. How do you identify where a Person was created (the creation source)?

1. Look at the Lead/Contact record in your CRM
2. Check the Person Activity Log
3. Search for the Person in the Marketo Database

Q2. Name three Smart Campaigns that can be used in a Data Management Operational Program to keep data consistent?

Q3. What is the relevance of lead scoring in Marketing and Sales collaboration?

1. Improves alignment between the two teams
2. Ensures Marketing gets credit for opportunities/deals closed
3. Tells the Sales Team what the Marketing team is working on
4. For Marketing to create as many MQLs as possible

Section 4: Reporting (4%)

See our Week 4 quiz for more questions.

Q1. What is the difference between an Email Performance Report and an Email Link Performance Report?

Q2. Attribution is how Marketo gives credit to the Marketo user that created the program. 

1. True
2. False

Q3. What are the two most common types of Attribution?

1. First-Touch, Multi-Touch
2. First-Touch, Middle-Touch
3. Multi-Touch, Last-Touch
4. First-Touch, Last-Touch

Otherwise, please keep me posted on how your exams go and I look forward to sharing the Community life with you all moving forward  😀

It's been a pleasure being your Mentor!

Michelle