Marketo Certified Associate 2.0 (MCA Study Guide) Latest Update 100% Pass

Marketo Certified Associate 2.0 (MCA Study Guide) Latest Update 100% Pass Flow: Add to List This flow step is used to add people to lists. Flow: Append Data to a Field you can add data such as Dan is interested in Waffle Makers with this flow step Flow: Call Webhook Let you interact with third party services. Send/receive information by calling a this in a smart campaign flow. Flow: Change Person Partition If you are using separate spaces, you will want to build smart campaigns to move people from one to another. Flow: Change Revenue Stage If you're using Revenue Cycle Modeler and have an approved model, you may decide to move leads manually from one stage to another. Flow: Change Score change scores with this lead step Flow: Convert Person Use this flow step to convert a person to a contact in Salesforce. You can decide who to assign the contact to, to send a notification to the owner, and to set a converted status. Flow: Delete Person Erroneous people sometimes get in your database. Use this flow step to get rid of them. Flow: Give Credit to Referrer When running a referral offer or a sweepstakes, you can give credit to the referrer using this flow step Marketing Automation The use of technology to manage and automate the process of converting prospective customers into actual buyers. By automating the various tasks and workflows involved in demand generation, lead management, and sales and marketing alignment, marketing automation contributes to shorter sales cycles, increased revenue, and better marketing ROI. Marketing automation is the technology that allows companies to streamline automate, and measure marketing tasks and workflows so they can increase operational efficiency and grow revenue faster. To truly be marketing automation the service needs to include three capabilities: An Engagement Hub An Analytics Engine An Automation Engine How Marketing Automation Benefits your organization Nurture relationships with leads that aren't ready to buy. Retain and extend customer relationships. Build alignment with sales Prove-and improve-marketing ROI TOFU (Top of the Funnel) Content should be education based, not yet engaged or leads, just names. Goals of this is to drive awareness and acquisition. MOFU (Middle of the Funnel) Materials should still be educational but are more geared towards your product or service something like buying guides or ROI calculators. Goal is to increase conversions and determine sales-readiness. BOFU (Bottom of the Funnel) Offers here should include hyper educational geared towards a specific product. Datasheets and pricing guides are a good example. Goal is a to drive adoption, retention, and growth. Program Type: Email used when you want to send out a 1 time email to a specific group of people one time. They support AB testing and can be nested within event or default programs. With this program type you can send email blasts for when you want to send a single, mass email to a lot of people at once — like a sale or promotion, or as newsletters that serve as regularly scheduled email communications, like sharing company updates, announcing new products and features. Program Type: Engagement used to execute lead nurturing strategy. Allow you to automate communications and nurture your leads on a schedule. They have multiple content paths. Smart campaigns within these programs transition people from one content path to another or another content path all together. You'll use when you want to automate your lead nurturing communications, and nurture your leads on a periodic schedule. This program type allows you to define multiple content paths, based on a person's position in the sales funnel. Smart Campaigns in an engagement program can transition people from one content path to another, or to a different engagement program altogether. With a drip nurture initiative, you'll be creating streams and adding email content you'll send to your leads, deciding how frequently or infrequently you want our emails to be sent out, creating smart campaigns to add people to your nurture program, pause them, and indicate program success. Program Type: Event You'll use this program type when you need help coordinating, and tracking your live and online events and webinars. These provide you the ability to use a third-party integration to connect to a webinar, have registrants show up in the Marketo Event Check-In mobile app, and have event registrant results show up in Marketo Moments. With Webinars and Events you'll be sending invitations, confirmations, and follow up emails — your leads will be engaging through forms and landing pages, and you'll automate these actions with smart campaigns. Program Type: Default If you're not sure if your initiative meets the criteria for an email, engagement, or event program, you'll use a this program. They are often used to build out initiatives focused on web promotions, list purchases, online advertising, and social media. They can also be used for internal and operational initiatives, such as lead scoring and data management. Program Types Email Engagement Event Default Smart Campaigns tells Marketo WHO you want it to act on, WHAT you want it to do, and WHEN you want it to happen. What are the three main components of a smart campain? The Smart List, Flow, and Schedule Filters Collect all the people in a batch that qualify at the present time Triggers An activity or event that activates the flow steps of a trigger campaign when said event occurs (e.g., someone visits a web page, clicks a link in an email, etc.). In a smart campaign with both triggers and filters, the triggers go at the top and when triggered, only people who satisfy the filter criteria go through the flow. Batch A campaign that targets qualified members using filters or list membership. Batch campaigns launch at a specific time and affects a specific set of people all at once. Batch campaigns can be set to recur, or run one time. Flow: Interesting Moment If you have Marketo Sales Insight, you can use this flow step to give your sales team visibility into the cool things your people are doing. Flow: Remove from Flow You can remove people from a campaign's flow by using this flow step. Flow: Remove from List You can remove people from the list with this flow step Flow: Request Campaign You can place people into a specific campaign by using this flow step. Flow Send Alert Marketo can send an email alert with person information to anyone - the sales owner, a partner, or someone else. Flow: Send Email The Send Email flow step can be used as part of campaigns or as a single flow step to send emails to your people. Token a variable. You use it in emails, landing pages, and smart campaigns to make your life easier. You can use custom ones in flow steps, webhooks, emails, and landing pages. Flow: Wait Pause a person in a smart campaign flow with the handy wait step. ALL Filters Logic that dictates AND Any Filters Logic Dictates Or Bounce When an email sent to a recipient is returned. There are hard and soft bounces. A hard bounce can render a person's email address invalid when a mail server tells Marketo that the person's email can't be delivered. A soft bounce means something went wrong in delivering the email to the person; this gets resolved automatically. Both hard and soft bounces consist of multiple categories. Hard Bounce Category 1 are emails that have been marked as spam by the recipient mail server. Many email servers monitor blacklists or spam traps, so after de-listing with them, leads that have had a Category 1 bounce previously may be able to receive emails again. Category 2 occur due to an email address that is invalid or doesn't exist. Soft Bounce Category 3 are usually temporary, caused by full mailboxes, timeouts, or throttling. Any email with this designation has been retried for up to 24 hours (36 for AOL). Category 4 are caused by technical problems, Transient Failures, Admin Failures, DNS Failures. Any email with this designation has been retried for up to 24 hours (36 for AOL). Category 9 are unknown, undetermined or gibberish details. Any email with this designation has been retried for up to 24 hours (36 for AOL). Email Pending Marketo is attempting to deliver a message. Marketo will try to send a message, but can receive a temporary bounce (essentially "Thanks, try again later"). When that happens, the mail status is set to pending while we retry. We will try to send the message several times over the next 24 hours (36 to AOL) before we accept that the message will not be delivered and change the status to "bounced". Delivered Email Delivered email activity is recorded when the recipient email server responds that the email has been accepted for delivery. BANT The acronym for Budget, Authority, Need, Timeline - fundamental ways to determine the sales readiness of a lead Campaign management The process of creating, executing, and measuring marketing programs directed at specific audience segments Demand generation The act of using marketing to create interest or demand in a company's products or services Lead Management The process of generating revenue from leads by collecting, qualifying, and interacting with individuals and/ or organizations in relevant ways throughout the buying process Segmentation The grouping together of people in your database based on a smart list rule you designate. For example, you can have a segmentation called Industry, and the categories within it can be: Healthcare, Technology, Financial, etc. Segmentation allows you to market to entire groups of people based on a chosen demographic. Dynamic Content Content (e.g., images, snippets, text, etc.) that populates in an email or landing page based on criteria you specify, allowing you to personalize the experience for the reader. Snippet A block of content (text, image) that can be pre-created and quickly inserted into landing pages/emails going forward. Tags Identifiers used to describe programs. Token A variable that can be used in a variety of assets/functions within Marketo that allow for the automatic insertion of personalized data. Channel Type of marketing activity associated with a program (e.g., email, webinar, tradeshow, roadshow, online advertising, etc.). Period Cost The money you spend in a specific month on a program. Deliverability The ability of an email message to reach the intended recipient's inbox, which can be impacted by spam and client-side filters. Different than "Delivered," which only indicates the email was handed off to the recipient server. Spam Traps Email addresses that ISPs and email security providers specifically monitor to trap spammers. These can include addresses never used, typo domains and expired domains. The different types of these can indicate different problems with acquisition from issues with forms (typo spam traps), not properly maintaining a database or removing invalid addresses (expired domain spam traps) or acquiring addresses without permission often by purchasing lists (pristine spam traps). Any mail sent to these addresses is marked as spam. Spam The most common term for unsolicited email. Recipient Time Zone Select this option if you want it to arrive at the specified time in the time zone of the recipient. Head Start Selecting this option tells Marketo to start processing the recipient list in advance, ensuring emails arrive in inboxes at the time you've specified. What can you A/B Test? • Subject Lines • Sender information • Dates • Times What are the benefits of A/B Testing? • Determine what email layout your audience prefers • Determine which subject lines resonate best • Determine the best time of day to send Email Link Performance Report Stats on the individual links in your emails. Email Performance Review interactions with your emails: delivered or bounced, opened, clicked, unsubscribed, etc Form Hints is text inside the field that disappears when the visitor begins typing in the field. Form Instructions little tooltips that show when the visitor hovers over the field. Design Studio home to your assets, such as: landing pages, forms, emails, snippets, and images/files.