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Salesforce Marketing-Cloud-Account-Engagement-Specialist Exam Syllabus Topics:
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NEW QUESTION # 76
False
19. Which of these are default user roles?
- A. Admin Vacation
- B. Sales Manager
- C. Administrator
- D. Marketing
- E. Sales User
- F. Sales Manager's Assistant
Answer: B,C,D,E
Explanation:
These are the default user roles that are included with Marketing Cloud Account Engagement1. They have different levels of access and permissions to perform various tasks in Marketing Cloud Account Engagement. You can also create custom roles from a default role or from scratch.
NEW QUESTION # 77
What is an automation rule?
- A. A rule that automatically sends an email to all prospects in a list.
- B. A rule that automatically creates a list of prospects based on their behavior.
- C. A rule that automatically creates a new prospect record when a lead is added to Salesforce.
- D. A rule that automatically applies an action to a prospect based on whether they match set criteria.
Answer: D
Explanation:
Explanation
An automation rule is a rule that automatically applies an action to a prospect based on whether they match set criteria. An automation rule consists of two parts: the criteria and the action. The criteria are the conditions that the prospect must meet to trigger the rule, such as having a certain score, grade, or field value. The action is the outcome that the rule will apply to the prospect, such as changing their field value, adding them to a list, or sending them an email. An automation rule can run once or multiple times per prospect, depending on the settings
NEW QUESTION # 78
Identify the paid search ad platforms for which Marketing Cloud Account Engagement has a native integration.
- A. All of the Above
- B. Bing
- C. Google AdWords
- D. Yahoo
Answer: C
Explanation:
Marketing Cloud Account Engagement has a native integration with Google AdWords that allows you to track and measure the effectiveness of your paid search campaigns. You can link your AdWords account to Marketing Cloud Account Engagement and import cost data, conversions, and revenue information. You can also use Marketing Cloud Account Engagement to create landing pages and forms for your AdWords campaigns and track the prospects who click on your ads. Marketing Cloud Account Engagement does not have a native integration with Bing, Yahoo, or any other paid search ad platforms
NEW QUESTION # 79
The marketing team thoroughly test emails before sending them. This includes being able to view the links and variable tags as prospects will see them.
Which Marketing Cloud Account Engagement feature of email flow could be used to run these tests?
- A. Create a static list of approved users to use as the recipient list in the sending tab.
- B. Create a dynamic list of approved users to use as the recipient list in the sending tab.
- C. Create a one-off email test send by entering an email address in the Send to Individual Emails section of the testing tab.
- D. Create a test list of approved users to use in the testing tab of the email flow.
Answer: D
Explanation:
To test emails before sending them, the marketing team can use the test list feature in the testing tab of the email flow. This feature allows them to send test emails to a list of approved users who can view the links and variable tags as prospects will see them. The test list can be created in Marketing Cloud Account Engagement and added to the testing tab of the email flow. Reference: [Marketing Cloud Account Engagement Test List]
NEW QUESTION # 80
How can an action be applied to a prospect who views a specific page of a website?
- A. None of the above
- B. Through automation rules
- C. Through scoring
- D. Through page actions
- E. Through completion actions
Answer: D
Explanation:
You can apply an action to a prospect who views a specific page of a website through a page action. A page action is a task that is performed when a prospect views a page that matches a certain URL or wildcard. You can use page actions to perform various actions on prospects, such as sending emails, adjusting scores, changing campaigns, or adding tags. You can also use page actions to track and report on the performance of specific pages on your website.
Answer A is incorrect because you cannot apply an action to a prospect who views a specific page of a website through a completion action. A completion action is a task that is performed after a prospect successfully completes a marketing element, such as a form, landing page, or custom redirect, not after they view a page. Answer B is incorrect because you cannot apply an action to a prospect who views a specific page of a website through an automation rule. An automation rule is a criteria-based action that is triggered when a prospect matches the rule, not when they view a page. Answer C is incorrect because you cannot apply an action to a prospect who views a specific page of a website through scoring. Scoring is a numerical value that indicates the level of interest or engagement of a prospect in your products or services, not a way to perform actions on prospects. Answer E is incorrect because none of the above is not a valid answer, as explained above. Reference: [Page Actions], [Completion Actions], [Automation Rules], Scoring
NEW QUESTION # 81
An engagement studio action step is scheduled to send an email on March 20th.
What should happen to the prospects who reach this step after that scheduled day?
- A. A Prospect arriving after the send date will be removed from the program.
- B. A Prospect arriving after the send date will be sent the email.
- C. A prospect arriving after the send date will skip the Send Email step.
- D. A prospect arriving after the send date will remain on the step until a new send date is set
Answer: B
Explanation:
When an engagement studio action step is scheduled to send an email on a specific date, it means that the email will be sent to all prospects who reach that step on or after that date. Therefore, a prospect arriving after the send date will be sent the email (D). The prospect will not remain on the step until a new send date is set (A), skip the Send Email step (B), or be removed from the program . Reference: Work with Time and Pauses in Engagement Studio
NEW QUESTION # 82
What aspect of a Prospect record represents their overall level of interest?
- A. Profile
- B. Grade
- C. Account
- D. Score
Answer: D
Explanation:
Explanation
The aspect of a Prospect record that represents their overall level of interest is Score. The score is a numerical value that measures the implicit interest of a prospect based on their engagement with marketing activities, such as opening emails, clicking links, and visiting landing pages. The score can increase or decrease based on the actions that a prospect takes, and can help marketers prioritize and segment their prospects. Grade, Profile, and Account are not aspects of a Prospect record that represent their overall level of interest, as they measure different attributes of a prospect, such as their explicit fit, their completeness, or their company information3.
References: 3: Scoring and Grading Prospects
NEW QUESTION # 83
How can an admin find the number of mailable prospects in their database?
- A. View all Segmentation lists
- B. Navigate to the overview section
- C. Navigate to the prospect list and select "Mailable Prospects"
- D. View the sync queue
Answer: C
Explanation:
Mailable prospects are prospects who have opted in to receive email communication from you and have not bounced or unsubscribed. You can find the number of mailable prospects in your database by navigating to the prospect list and selecting "Mailable Prospects" from the dropdown menu. You can also filter the list by tags, campaigns, or custom fields to segment your mailable prospects. Reference: [Mailable Prospects], [Filter Prospects]
NEW QUESTION # 84
How many CRM How many CRM connectors can a Marketing Cloud Account Engagement instance have verified at one time?
- A. 0
- B. 1
- C. Unlimited
- D. 2
Answer: A
Explanation:
A Marketing Cloud Account Engagement instance can have only one CRM connector verified at one time. A CRM connector is a feature that allows you to connect your Marketing Cloud Account Engagement account with your CRM system, such as Salesforce or Microsoft Dynamics. A CRM connector enables bi-directional data sync between Marketing Cloud Account Engagement and your CRM, and allows you to align your marketing and sales processes. You can only have one CRM connector verified at one time, because Marketing Cloud Account Engagement can only sync with one CRM system at a time. If you want to switch to a different CRM system, you need to disconnect your current CRM connector and verify a new one
NEW QUESTION # 85
If the information in Salesforce differs from the information in Marketing Cloud Account Engagement, by default what information will be kept?
- A. The information in Marketing Cloud Account Engagement will override the information in Salesforce
- B. All information will be kept, which may result in two records for one person
- C. The information in Salesforce will override the information in Marketing Cloud Account Engagement
- D. The differing information will be deleted from both Salesforce and Marketing Cloud Account Engagement, which may result in blank records
https://help.salesforce.com/articleView?id=Marketing Cloud Account Engagement_default_prospect_field_mapping.htm&type=5
Answer: C
Explanation:
Explanation
By default, if the information in Salesforce differs from the information in Marketing Cloud Account Engagement, the information in Salesforce will override the information in Marketing Cloud Account Engagement. This means that Salesforce is the master source of truth for most fields, and any changes made in Salesforce will overwrite the values in Marketing Cloud Account Engagement. However, this behavior can be customized for each field in Marketing Cloud Account Engagement, by choosing one of the following options:
Use Marketing Cloud Account Engagement's value, Use Salesforce's value, or Use the most recently updated record. You can also prevent a field from syncing at all by choosing Do not sync. For more details -> 45
NEW QUESTION # 86
When reviewing the report for a Marketing Cloud Account Engagement email, a marketer notices the total clicks metric is much higher than the unique clicks metric. There was only one call-to-action link in the email.
What could explain this discrepancy?
- A. Prospects clicked the call-to-action link multiple times.
- B. Prospects were removed from the recipient list after clicking the call-to-action link.
- C. Prospects clicked the unsubscribe link.
- D. Prospects were deleted after clicking the call-to-action link.
Answer: A
Explanation:
Explanation
The possible explanation for the discrepancy between the total clicks and the unique clicks metrics in the report for a Marketing Cloud Account Engagement email is that prospects clicked the call-to-action link multiple times. The total clicks metric counts the total number of times that a link in an email was clicked by any prospect, regardless of how many times they clicked it. The unique clicks metric counts the number of unique prospects who clicked a link in an email, regardless of how many times they clicked it. Therefore, if a prospect clicked the same link more than once, it would increase the total clicks metric, but not the unique clicks metric. Prospects clicking the unsubscribe link, prospects being removed from the recipient list, or prospects being deleted are not possible explanations for the discrepancy, as they would not affect the click metrics4. References: 4: Email Metrics
NEW QUESTION # 87
What step type should be used in engagement studio if a user wants to branch prospects down two paths based on actions taken on a marketing asset?
- A. Action
- B. Trigger
- C. Rule
- D. Wait
Answer: B
Explanation:
Explanation
The step type that should be used in engagement studio if a user wants to branch prospects down two paths based on actions taken on a marketing asset is a trigger. A trigger is a step type that checks the behavior of the prospects, such as opening an email, clicking a link, submitting a form, etc. A trigger can branch the program based on whether the prospect has completed the behavior or not. For example, a trigger can check if the prospect has clicked on a link in an email and send them different emails accordingly. A rule is a step type that checks the criteria of the prospects, such as field values, list membership, tags, etc. A rule can branch the program based on whether the prospect meets the criteria or not. A wait is a step type that pauses the program for a period of time before executing the next step. A wait does not branch the program. An action is a step type that performs a certain action on the prospects, such as sending an email, adding to a list, changing a field value, etc. An action does not branch the program. References Engagement Studio: Step Types
NEW QUESTION # 88
What HML merge field should be included in an email to allow prospects to manage their email preferences?
- A. {{OptOut}} or {{ReportSpam}}
- B. {{Unsubscribe}} or {{EmailPreferenceCenter}}
- C. {{Unsubscribe}} or {{Opt_Out}}
- D. {{OptOut}} or [{EmailPreferenceCenter}}
Answer: D
Explanation:
Explanation
The HML merge field that should be included in an email to allow prospects to manage their email preferences is {{OptOut}} or {{EmailPreferenceCenter}}. The {{OptOut}} merge field inserts a link that allows prospects to opt out of receiving emails from the sender. The {{EmailPreferenceCenter}} merge field inserts a link that allows prospects to choose which types of emails they want to receive from the sender. The {{Unsubscribe}} merge field is not valid in HML, as it is only used in PML. The {{ReportSpam}} merge field is not recommended, as it can negatively affect the sender's reputation. The {{Opt_Out}} merge field is not valid in HML, as it uses an underscore instead of a camel case1. References: 1: HML Merge Fields
NEW QUESTION # 89
What are 2 ways to define a user's role?
- A. From the list view
- B. Directly from the user record
- C. Through an automation rule
- D. During the import process
Answer: B,D
Explanation:
Explanation
You can define a user's role in two ways: during the import process or directly from the user record. During the import process, you can assign a role to multiple users at once by using a CSV file. Directly from the user record, you can edit the role of a single user by selecting it from the dropdown menu. You cannot define a user's role from the list view or through an automation rule. References: Create and Edit Users, Import Users
NEW QUESTION # 90
The "related" tab of the prospect record displays prospects that have what in common?
Choose one answer
- A. Assigned user
- B. Email Domain
- C. Company
- D. Score
Answer: D
Explanation:
According to the Salesforce documentation, the "related" tab of the prospect record displays prospects that have the same score as the current prospect. The "related" tab is a feature that shows a list of prospects that are similar to the current prospect in Marketing Cloud Account Engagement. The "related" tab can be accessed from the Prospect Record page in Marketing Cloud Account Engagement, and it can show different columns of information for each related prospect, such as name, company, grade, score, or last activity. The user can customize the columns that are displayed on the "related" tab, and they can also sort, filter, search, or export the "related" tab. The "related" tab can also show other information for each related prospect, such as email address, title, assigned user, or custom fields, but these are not the default columns that are displayed on the "related" tab, and they need to be added by the user in the column settings. The "related" tab can help users to find and compare prospects that have the same level of interest and engagement as the current prospect, and to take actions based on the data. The "related" tab does not display prospects that have the same email domain, company, or assigned user as the current prospect, as these are not the criteria that are used to determine the similarity of the prospects. Reference: Salesforce documentation
NEW QUESTION # 91
Can you tie multiple Salesforce accounts to one Marketing Cloud Account Engagement account?
- A. Yes, you can have up to 2 Salesforce accounts linked to one Marketing Cloud Account Engagement account.
- B. No, you can only have one Salesforce connector at a time.
- C. Yes, but you would need to contact Marketing Cloud Account Engagement Support to enable the feature for you.
- D. Yes, but it's only available to customers with the Pro Edition
Answer: B
Explanation:
Explanation
The Salesforce connector is a feature that allows you to integrate Marketing Cloud Account Engagement with Salesforce, a customer relationship management (CRM) platform. With this connector, you can sync data, activities, and campaigns between Marketing Cloud Account Engagement and Salesforce. You can only have one Salesforce connector at a time, which means that you can only tie one Salesforce account to one Marketing Cloud Account Engagement account. You cannot have multiple Salesforce accounts linked to one Marketing Cloud Account Engagement account, regardless of the number of accounts, the edition of Marketing Cloud Account Engagement, or the support from Marketing Cloud Account Engagement.
References: Salesforce Connector, Connect Marketing Cloud Account Engagement and Salesforce
NEW QUESTION # 92
LenoxSoft's email template designer has been tasked with driving more engagement with the company's email content. They want to use the Click-Through Rate report to see which links prospects clicked.
What insight does this report provide the template designer?
- A. High open rates indicates that prospects are interacting with the content.
- B. Email clicks on the text version of the email are outperforming clicks on the HTML version of the email
- C. High click rates indicates that the email subject line should be the focus of the email content.
- D. Low click rates encourage the user to optimize content or link placement in other email sends.
Answer: D
Explanation:
Explanation
The insight that the Click-Through Rate report provides the template designer is that low click rates encourage the user to optimize content or link placement in other email sends. The Click-Through Rate report shows the percentage of email recipients who clicked on one or more links in the email. This metric indicates how engaging and relevant the email content and links are for the prospects. If the click rates are low, it means that the prospects are not interested in the email content or links, or they are not able to find them easily. The template designer can use this insight to improve the content or link placement in future email sends, such as by using more compelling calls to action, adding more value propositions, or making the links more visible and accessible. The other options are not insights that the Click-Through Rate report provides. Email clicks on the text version of the email are not tracked by Marketing Cloud Account Engagement, so they do not affect the click rates. High click rates do not indicate that the email subject line should be the focus of the email content, as the subject line is more related to the open rates. High open rates do not indicate that prospects are interacting with the content, as they only measure how many prospects opened the email, not how they engaged with it. References [Email Metrics Glossary]
NEW QUESTION # 93
An engagement studio program is enabled to repeat. The prospects are eligible to repeat after one day and can repeat three times.
If a prospect remains on the program recipient list, what would happen to that prospect once they hit the End step after processing through the program once?
- A. The prospect will not restart the program; they have reached the maximum number of repeats.
- B. The prospect will start the program over at the beginning after waiting one day.
- C. The prospect will not restart the program; prospects can only process through once.
- D. The prospect will start the program over at the beginning immediately.
Answer: B
Explanation:
Explanation
If an engagement studio program is enabled to repeat, the prospects are eligible to repeat after one day and can repeat three times, and a prospect remains on the program recipient list, then the prospect will start the program over at the beginning after waiting one day (A). This is how repeating engagement programs work in Account Engagement. The prospect will not be prevented from restarting the program (B, D) unless they have reached the maximum number of repeats, which is three in this case. The prospect will also not restart the program immediately, but after the specified number of days, which is one in this case.
References: Repeating Engagement Studio Flows Introduction
NEW QUESTION # 94
Form or Form Handler? I want to integrate with a third-party system.
- A. Form Handler
- B. Form
Answer: A
Explanation:
Explanation
Form handlers are the best option if you want to integrate with a third-party system, such as a payment gateway, a survey tool, or a webinar platform. Form handlers allow you to post data to more than one location, so you can send the prospect information to Marketing Cloud Account Engagement and to the external system at the same time1. You can also use form handlers to connect Marketing Cloud Account Engagement to your existing forms on your website or other platforms
NEW QUESTION # 95
An engagement studio program is created with an Email Send action step immediately followed by an Email Open trigger step with a 3 day wait. A prospect is sent the email and progresses to the Email Open trigger. On day 2, the prospect opens the email.
How would the prospect progress through the trigger step?
- A. The prospect will progress down the 'Yes' path after waiting 1 more day since the email was opened.
- B. The prospect will immediately progress down the "Yes" path since the email was opened.
- C. The prospect will progress down the 'No' path after waiting l day since the email open did not occur on day 3.
- D. The prospect will immediately progress down the No' path since the email open did not occur on day 3.
Answer: B
Explanation:
Explanation
When an engagement studio program is created with an Email Send action step immediately followed by an Email Open trigger step with a 3 day wait, it means that the program will wait for up to 3 days for the prospect to open the email. If the prospect opens the email within the 3 day period, they will immediately progress down the "Yes" path (A). The prospect will not wait for any additional time after opening the email (B), nor will they progress down the "No" path (C, D). References: Engagement Studio Overview
NEW QUESTION # 96
The baseline grade will show on the prospect profile at all times.
- A. False
- B. True
Answer: A
Explanation:
Explanation
The baseline grade will not show on the prospect profile at all times. The baseline grade is the initial grade that Marketing Cloud Account Engagement assigns to all prospects before any adjustments are made based on their attributes. The baseline grade is D by default, but you can change it in your account settings. The baseline grade will only show on the prospect profile if the grade has not changed positively or negatively. Once the grade changes, the baseline grade will be replaced by the current grade. The current grade reflects the prospect's fit for your ideal customer profile based on the criteria you have set. You can view the grade history and the grade changes on the prospect profile. For more details -> 111213
NEW QUESTION # 97
LenoxSoft wants to provide a list of their products on their "Contact Us" form and ask prospects to select only one product they are most interested in.
Which field type should they leverage?
- A. Checkbox
- B. Dropdown
- C. TextArea
- D. Multi-Select
Answer: B
Explanation:
If LenoxSoft wants to provide a list of their products on their "Contact Us" form and ask prospects to select only one product they are most interested in, they should leverage the dropdown field type. A dropdown field is a single-select field that allows the prospect to choose one option from a predefined list. A dropdown field can be used to capture information such as product interest, industry, or country. A dropdown field can also be used as a controlling field for dependent fields5. Reference: Marketing Cloud Account Engagement Form Field Types
NEW QUESTION # 98
Which two actions can cause an anonymous visitor to convert into an identified prospect? (Choose two answers.)
- A. Matching an automation rule.
- B. Clicking on a tracked link in an email.
- C. Submitting a form on a landing page.
- D. Viewing more than one web page.
Answer: B,C
Explanation:
The two actions that can cause an anonymous visitor to convert into an identified prospect are submitting a form on a landing page and clicking on a tracked link in an email. An anonymous visitor is a person who visits your website or interacts with your marketing assets, but whose information you have not captured in Marketing Cloud Account Engagement. An identified prospect is a person whose information you have captured in Marketing Cloud Account Engagement, and whose activities you can track and measure. You can convert an anonymous visitor into an identified prospect by capturing their email address, which is used as the unique identifier for the prospect record. You can capture the email address of an anonymous visitor by:
Submitting a form on a landing page. A form is a web element that allows you to collect information from your visitors, such as their name, email, or company. A landing page is a web page that you create and host in Marketing Cloud Account Engagement to showcase your products or services, offer content, or register for events. You can add a form to a landing page to capture leads or convert visitors into prospects. When an anonymous visitor submits a form on a landing page, Marketing Cloud Account Engagement will create a new prospect record with the information provided by the visitor, and associate the previous activities of the visitor with the prospect record4.
Clicking on a tracked link in an email. A tracked link is a link that is modified by Marketing Cloud Account Engagement to track the click activity and redirect the visitor to the original URL. You can use tracked links in your emails, social media posts, or banner ads to measure the engagement of your visitors with your online marketing content. When an anonymous visitor clicks on a tracked link in an email, Marketing Cloud Account Engagement will append the email address of the visitor to the URL, and use it to create a new prospect record or update an existing one. Marketing Cloud Account Engagement will also associate the previous activities of the visitor with the prospect record.
NEW QUESTION # 99
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