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Adobe Marketo Engage Architect Sample Questions:

Question 1

An Architect notices that deliverability is slowly decreasing over time. After pulling a year of reports, the Administrator notices that the number of emails per month has increased from 3 to 10. The unsubscribe rates nearly double each quarter. Per the CMO, the amount of marketing activity must remain the same.
Which two actions can the Architectr take to make sure emails reach people in their database? (Choose two.)

A. Create a "marketable" smart list to include on every send that excludes multiple soft bounces
B. Implement communication limits so people receive fewer emails
C. Decrease behavior scores when someone unsubscribes from an email
D. Make marketing emails operational so people who have unsubscribed continue to receive ^ communications
E. Work with the marketing team to decrease the number of email sends per month

Question 2

A company buys a webinar solution that connects to its Adobe Marketo Engage instance via API. The Marketing VP wants to quickly scale the volume of webinars from once a month for North America to three times a month globally. All webinars will be in English. The company markets to three different regions, and the content of all assets such as the landing page and emails need the option to vary the content for different combinations of region and industry.
The Marketing VP wants to see the results of each webinar reported at the global level. The Demand Generation Manager wants to see the results of each webinar reported at the regional level.
Which two actions should the Marketo Engage Architect recommend to meet these requirements? (Choose two.)

A. Create a regional webinar program template with a consistent naming convention
B. Create a global webinar program template that contains each region's local assets when it is cloned
C. Create a webinar email asset in the program template that uses Velocity Scripting to populate region and industry
D. Create a webinar email template with program tokens to populate content by region and industry
E. Create a webinar email template with snippets to populate content by region and industry

Question 3

A marketer is in charge of marketing campaigns for a company that creates customized vinyl figurines. The marketer is launching a multi-channel campaign that will include nurture, webinars, paid social ads, virtual events, and more. The marketer creates a nurture email program that consists of a series of six emails to be sent once a week and wants to understand the impact. The target audience will be put through many campaigns.
When reporting on effectiveness or ineffectiveness of an email nurture, which two valid metrics should the marketer utilize to decide what to do next? (Choose two.)

A. The number of people who unsubscribed from the nurture
B. The number of MQLs that were created by the multi-channel campaign
C. The number of completed calls to action, typically conversions or form fills, driven specifically by '-' the nurture
D. The number of completed calls to action, typically conversions or form fills, driven by the multi-*-* channel campaign
E. The number of people entering the nurture

Question 4

An enterprise software company sells its products directly to its B2B customers but also sells their product through third-party sellers. The company runs marketing campaigns directly to their B2B target audience.
They also provide funds to the third-party sellers to run campaigns on the company's behalf. In return, the leads and engagement are provided by the third-party seller when a campaign is complete. Any data must be passed to Salesforce due to reporting being done in Salesforce.
Programs and channels should be set up to report on the efficacy of direct marketing and investment to third-party seller/partner marketing to determine how budget should be spent the following year.
How should this requirement be met?

A. Two sets of event based channels should be created: one set for direct marketing and the otherfor third-party seller marketing
B. One set of channels should be created, and separate program statuses should be used to designate Direct or Partner
C. One set of channels should be created, and a tag should be used to determine Direct or Partner

Question 5

A large global company hires a media agency to run their paid social campaigns. They use a standardized UTM structure to track paid activities, which will allow them to differentiate paid efforts versus organic efforts. For example, UTM-source=paid social, UTM-medium=facebook, UTM-campaign:=B2B-social, UTM-content=Definitive-guide-to-paid-social. Cost will be added to the Adobe Marketo Engage programs on a monthly basis. The same assets will be used across campaigns and social platforms (Twitter, Facebook, Linkedln).
Which Marketo Engage program structure will allow the company to determine paid social effectiveness and ROI?

A. * A program in the Global Content channel will capture member success
* A program in the paid social channel will capture member success and one will be created for each asset and social media campaign
* Cost will be added to each paid social program and content program
B. * A program in the Global Content channel will capture membership but not success
* A program in the paid social channel will capture member success
* Each program in the social media channel will be created for each paid social campaign
* Cost will be added to paid social programs
C. * A program in the Global Content channel will capture member success, and a program will be created for each asset regardless of the platform that drove the person to the asset
* UTMs will be used to place people in static lists to separate out the different platforms that drove the lead
* Cost will be added to each Global Content program

Solutions: