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What does A/B Testing allow you to modify in your email? | A/B Testing allows you to modify components of your email, such as the subject line, from address, etc., and set testing criteria to determine which set of content fares better. |
What is the primary purpose of A/B Testing in Marketo? | A/B Testing in Marketo serves the primary purpose of enabling marketers to experiment with different elements in email campaigns to identify the most effective components that drive engagement and conversions. |
How many types of A/B tests can be conducted in Marketo, and what do they focus on? | Marketo supports four types of A/B tests: subject line, from address, date/time, and whole email. Subject line tests help determine compelling subject lines, from address tests establish trusted sender information, date/time tests find optimal sending times, and whole email tests allow experimentation with various elements like copy, calls to action, and images. |
What are the key steps in setting up an A/B test in Marketo? | To set up an A/B test in Marketo, start by creating a control email (champion) and variations (challengers). Choose the test type, set a statistically significant audience sample size, select winner criteria based on metrics like open percentage, and determine whether Marketo should automatically or manually declare a winner. Configure the test date, duration, and finalize it. |
Why is it essential to follow best practices when running A/B tests in Marketo? | Following best practices is crucial for effective A/B testing in Marketo. Testing one variable at a time, using a sizable test sample, running tests at consistent times, allowing sufficient time for the test to perform, and tracking results ensures accurate and insightful data. |
What are the four types of A/B tests that can be conducted in Marketo? | Marketo supports four types of A/B tests: subject line, from address, date/time, and whole email. Each type focuses on experimenting with specific elements, such as subject lines, sender information, optimal sending times, and various components inside the email. |
How does A/B Testing contribute to making informed decisions in email marketing? | A/B Testing in Marketo involves randomly splitting a test segment into groups and presenting them with different email versions. By analyzing the performance of variations against a control group, marketers can identify the most effective elements. |
What metrics can be used as winner criteria in Marketo's A/B Testing? | Winner criteria in Marketo's A/B Testing can be based on metrics such as open percentage, click percentage, click-to-open percentage, engagement score, or custom conversion. |
How does Marketo's A/B Testing process contribute to continuous improvement in email marketing? | Marketo's A/B Testing process includes following best practices, such as testing one variable at a time, using a sizable test sample, and tracking results. These practices contribute to continuous improvement by providing accurate data. |
What are the different meanings of the term 'Account' in Marketo? | The term 'Account' in Marketo can refer to your Marketo instance, a Named Account in Target Account Management (TAM), a CRM Account linked from your CRM, and the business/company associated with leads and contacts in your CRM. |
What is another name for an Account List in Target Account Management (TAM)? | An Account List in TAM is also known as a Target Account Management (TAM) list. |
In TAM, how are existing companies ranked using Account Profiling? | In TAM, existing companies are ranked using your Ideal Customer Profile (ICP), and the rankings are added as scores on your accounts. |
What is an Account Score in TAM used for? | In TAM, an Account Score is a score assigned to an account to help determine its level of engagement. |
What does the Acquisition Date in Marketo correspond to? | The Acquisition Date in Marketo corresponds to the date when a person becomes known in Marketo, associated with the Acquisition Program that acquired the person. |
What is the role of the Acquisition Program in Marketo? | The Acquisition Program in Marketo is responsible for acquiring a person, converting them from anonymous to known, and establishing First-Touch Attribution. |
What is the purpose of Ad Network Integrations (formerly Ad Bridge) in Marketo? | Ad Network Integrations allow the connection of Marketo's unique audience data to paid media systems for running targeted, personalized digital ad campaigns. |
What is Adobe Marketo Engage? | Adobe Marketo Engage is the official brand name for the aggregate of all Marketo's product offerings within the Adobe Experience Cloud. |
What is an Alert in Marketo? | An Alert is a notification used to inform a designated person via email regarding a transaction in Marketo. |
What is a Batch Campaign in Marketo? | A Batch Campaign in Marketo is a campaign that targets qualified members using filters or list membership. It launches at a specific time and affects a specific set of people all at once, with options to recur or run one time. |
How is the Behavior Score assigned to a person in Marketo? | The Behavior Score in Marketo is a point value assigned to a person based on their actions/behavior, such as visiting a web page, clicking a link in an email, filling out a form, etc. It is typically used to measure a person's interest in your product or company. |
What is a Blocklist in Marketo? | A Blocklist in Marketo is a list of IP addresses or domains associated with sending spam. |
How does the Bounce category work in Marketo? | In Marketo, a Bounce occurs when an email sent to a recipient is returned. There are hard and soft bounces, where a hard bounce can render a person's email address invalid, and a soft bounce indicates a temporary issue that gets resolved automatically. |
What are the different meanings of 'Campaign' in Marketo? | In Marketo, 'Campaign' could mean a smart campaign, a series of multi-channel correspondence steps in Marketo Sales Connect, or web campaigns associated with a specific segment in Web Personalization. |
What is the purpose of a Campaign Folder in Marketo? | A Campaign Folder in Marketo is an organizing unit that can hold multiple programs and/or smart campaigns. It is used for organization and reporting, similar to a folder on your desktop. |
What is a Cast in Marketo's engagement programs? | A Cast in Marketo is the event of sending emails from an engagement program. |
How is the Click to Open % calculated in Marketo? | The Click to Open % in Marketo is the percentage of emails that were opened and had a link clicked in the email. It measures the relevancy and context of an email. |
What does the term 'Clone' refer to in Marketo? | In Marketo, you can make duplicates of various entities within your instance, such as programs, assets within a program, streams, and more. This process is known as cloning. |
What is the purpose of the Company Web Activity Report in Marketo? | The Company Web Activity Report in Marketo is a report type that shows which companies are visiting your website, providing insights into website traffic from different companies. |
What is a CNAME in Marketo, and how is it related to the URL? | In Marketo, a CNAME (Canonical Name) is the front part of your URL. It is the one word (plus YourCompany.com) used in URLs, for example, info.YourCompany.com. CNAMEs are important for branding and creating custom URLs for various purposes. |
How is a Constraint used in Marketo's smart list filters/triggers? | In Marketo, a Constraint is an extra condition that you can add to smart list filters/triggers to help narrow your search. It allows for more specific and targeted segmentation based on additional criteria. |
What is Content in the context of Marketo assets? | In Marketo, Content refers to a piece of information added to assets, such as emails or landing pages. In engagement programs, there are two types of content that can be added to streams—emails and programs, which are essential for delivering targeted content to your audience. |
How is the Content Engagement Level determined in Marketo? | The Content Engagement Level in Marketo is a 0 to 100 point score assigned to your content in an engagement program. The score is determined by a sophisticated formula that considers metrics such as opens, clicks, unsubscribes, program success, and more, providing insights into the effectiveness of your content. |
What is the role of a Cookie in Marketo? | In Marketo, a Cookie is a small piece of data sent to a user's web browser from a website. It helps personalize the user's experience by remembering login information, preferences, and other settings. |
In Facebook, what is the purpose of creating a Custom Audience from your Marketo database? | In Facebook, creating a Custom Audience involves making a list of specific, existing people from your Marketo database. This list is used for direct targeting in Facebook advertising, allowing you to reach a tailored audience based on your Marketo data. |
What is a Custom Field in Marketo, and why would a user create one? | In Marketo, a Custom Field is a non-standard field created by the user to meet specific needs. Users create custom fields to capture and store unique information that may not be covered by standard fields, providing flexibility in data management. |
How do Custom Objects assist in tracking metrics in Marketo? | Custom Objects in Marketo are designed to help track metrics specific to your business. They allow you to define and manage additional data fields beyond the standard set, enabling a more customized approach to organizing and analyzing information. |
What is the role of Customer Relationship Management (CRM) in Marketo? | Customer Relationship Management (CRM) is a system that allows organizations to manage information related to their customers/potential customers. Marketo integrates natively with two CRMs: Salesforce and Microsoft Dynamics, facilitating seamless data exchange and enhancing overall customer relationship management. |
What is the significance of the Database in Adobe Marketo Engage? | The Database is one of the core sections of Adobe Marketo Engage, serving as the home for all person records. It centralizes and manages the data associated with individuals, forming a fundamental component of the Marketo platform. |
What is De-Dupe in the context of Marketo? | De-Dupe, also known as de-duplicating, refers to the process of identifying and consolidating information, such as people, to eliminate duplication. In Marketo, this process automatically occurs when new individuals enter the instance, ensuring a clean and organized database. |
Describe the Default Program in Marketo and its purpose. | The Default Program in Marketo is a program type used when an email, event, or engagement program isn't relevant. It serves as a generic program template, providing a default structure that can be adapted for various marketing needs. |
What is Deliverability, and how does it differ from 'Delivered' in Marketo? | Deliverability in Marketo refers to the ability of an email message to reach the intended recipient's inbox. It is distinct from 'Delivered,' which only indicates that the email was handed off to the recipient server, not necessarily reaching the inbox. Factors like spam filters impact deliverability. |
Why is email deliverability crucial for the success of email campaigns? | Successful email deliverability is crucial because it ensures that the effort put into crafting the right message and sending it to the right audience doesn't go to waste by reaching the intended recipients. |
How does email deliverability depend on best practices, email authentication, and reputation? | Email deliverability depends on a combination of best practices, email authentication, and maintaining a positive sender reputation. |
What factors affect the ability of an email message to reach the recipient's inbox? | The ability of an email message to reach the recipient's inbox is affected by spam filters, client-side filters, and junk folders. |
Why is the rate of successful deliverability important in email marketing? | The rate of successful deliverability ensures that recipients do not report the email as spam or unsubscribe, contributing to a positive sender reputation. |
How does email software's improvement in filtering out spam impact deliverability? | While improved spam filtering benefits engaging emails, without a focus on deliverability, even quality, permission-based emails may get filtered out. |
What is the emphasis on reputation in email deliverability? | Email deliverability is increasingly about the sender's reputation, highlighting the importance of maintaining a positive image to avoid being filtered. |
How do address quality and spam filtering influence email deliverability? | Address quality and effective spam filtering are major factors influencing email deliverability, with address verification and a healthy marketing database being key in managing issues. |
Why is it important to use best practices in crafting email marketing content? | Using best practices ensures optimal deliverability by focusing on elements like a trustworthy From name, creative subject lines, and avoiding spammy language. |
What role does the From name play in email marketing? | The From name is crucial as it appears first in email clients, building trust and encouraging recipients to open the email. |
Why is it advised to keep email subject lines short and concise? | Short and concise subject lines are recommended to quickly convey the email's content and engage recipients within the brief attention span of about three to four seconds. |
How can marketers optimize subject lines? | Marketers can optimize subject lines by being useful and specific, avoiding all-caps, staying straightforward, and steering clear of promotional or spammy language. A/B testing subject lines is also a recommended practice. |
What is the significance of the preheader space in emails? | The preheader space is crucial as studies show that subscribers spend a short time deciding to open an email, making it an opportunity to grab attention and provide a teaser of the email content. |
Why is consistency and conciseness important in email content? | Consistency in style and messaging, along with keeping content concise, helps maintain brand association and ensures valuable content is delivered. |
How can marketers balance the image-to-text ratio in emails? | Marketers can balance the image-to-text ratio by using alt text for images, ensuring a backup plan for email clients that don't display images automatically, and employing a healthy balance of images and text. |
Why is it recommended to create an ongoing Smart Campaign for chronically soft-bounced leads? | Creating an ongoing Smart Campaign helps flag leads with chronically soft bounces, blocking them from future mailings to improve overall deliverability. |
What is the purpose of the Email Invalid System Smart List? | The Email Invalid System Smart List is created to view leads with invalid emails, aiding in identifying and addressing issues related to email deliverability. |
How can marketers view leads with valid emails using the Marketable Emails Smart List? | The Marketable Emails Smart List filters leads with valid emails by checking for criteria such as a non-empty email address, not being email bounced, not being blacklisted, not unsubscribed, having a valid email, and not being marketing suspended. |
Why is an Email Performance Report useful for assessing email campaigns? | An Email Performance Report allows marketers to review metrics for all sent emails, providing insights into the effectiveness of email campaigns over a specific timeframe. |
How can the timeframe of an Email Performance Report be modified? | The timeframe of an Email Performance Report can be modified by accessing the Setup tab and choosing a predefined timeframe from the dropdown or setting a custom timeframe outside predefined values. |
Why is it essential to review email metrics in the Email Performance Report? | Reviewing email metrics in the Email Performance Report is essential for evaluating the success and impact of email campaigns, helping marketers make data-driven decisions for future strategies. |
Define Demand Generation in the context of targeted marketing. | Demand Generation in Marketo refers to the act of using targeted marketing with the intention of increasing demand for an organization's products or services. It involves strategic efforts to generate interest and engagement among the target audience. |
How is Demographic Score used in Marketo, and what attributes does it consider? | Demographic Score in Marketo is a point value assigned based on specific attributes a person has, such as job title, revenue size, or target industry. It is typically used to measure a person's fit with a product or company, aiding in personalized targeting. |
What is the role of Design Studio in Adobe Marketo Engage? | Design Studio is one of the core sections of Adobe Marketo Engage. It serves as the home for various assets, including landing pages, forms, emails, snippets, and images/files. Design Studio provides a centralized space for managing and creating these essential marketing components. |
Explain the purpose of Docs in Marketo and the types available. | Docs, short for documents, in Marketo are help articles designed to assist customers in understanding the product. Marketo offers different types of docs, including Product docs (current site), Developer docs, and Support docs, providing comprehensive information for users. |
What is DMARC, and how does it enhance email security in Marketo? | DMARC, or Domain-based Message Authentication, Reporting & Conformance, is a DNS-based email security policy in Marketo. It standardizes the operation and interpretation of SPF and DKIM, allowing mailbox providers to validate the authenticity of emails, reducing the risk of phishing and spoofing. |
Define DKIM in Marketo and its role in ensuring email legitimacy. | DKIM, or Domain Keys Identified Mail, is an authentication mechanism in Marketo that secures the sending domain. Senders sign emails with a digital signature in the message header, allowing receivers to decrypt the signature using a public key. This ensures that emails are legitimately sent by the domain's owner. |
What is a Draft in Marketo, and how does it function? | In Marketo, a Draft refers to an email or landing page that hasn't been approved yet. These drafts cannot be viewed publicly until they receive approval. While you can send a draft as a test email (sample), it will not record any analytics until it is officially approved and published. |
Describe the concept of a Drip Campaign in Marketo. | A Drip Campaign in Marketo is a direct marketing method involving the systematic sending of a series of correspondences to customers or potential customers over an extended period. This method aims to nurture leads and maintain engagement by delivering content gradually, often based on predefined schedules or triggers. |
Explain the purpose of Durable Unsubscribe in Marketo. | Durable Unsubscribe in Marketo is a master unsubscribe status that ensures persistence. If an unsubscribed person is removed and recreated, or if a new record is created with the same email address as an existing unsubscribed record, that record will remain unsubscribed. This feature helps maintain compliance with unsubscribe preferences. |
What is Dynamic Content in Marketo, and how does it enhance personalization? | Dynamic Content in Marketo refers to content, such as images, snippets, text, etc., that dynamically populates in an email or landing page. This dynamic population is based on specific criteria that you define. The purpose is to personalize the experience for the reader by tailoring content based on predetermined conditions, ensuring a more relevant and engaging interaction. |
Explain the role of an Email in Marketo and its types. | In Marketo, an Email is a crucial asset used for communication with customers. Emails can be either HTML, including graphics and custom fonts, or Text Only with no special formatting. Notably, only HTML emails can record 'opens,' tracking user engagement. |
Define the Email Invalid field in Marketo. | Email Invalid is a default field in Marketo indicating whether a person's email address in the database is deliverable. |
Elaborate on Email Programs in Marketo. | Email Programs are a program type in Marketo designed for one-time email sends. They support A/B testing and enable tracking of email results. |
What does Email Suspended status mean in Marketo? | Email Suspended is a status that blocks a person from receiving emails for 24 hours after a hard bounce. After this period, the person becomes mailable again. |
Describe Engagement Programs in Marketo. | Engagement Programs, a program type in Marketo, enable systematic content delivery to new audiences, often used for nurturing (nurture program). |
Explain the concept of Engagement Score in Marketo. | Engagement Score is a proprietary algorithm-based score considering engaged behavior (opens, clicks, program success) and disengaged behavior (unsubscribes). |
Define an Event in Marketo and its types. | An Event in Marketo is an occurrence facilitating communication with customers. Offline events include gatherings, while online events are webinars. |
What is an Event Partner in Marketo? | An Event Partner is a third-party integration in Marketo that automates online events. |
Elaborate on Event Programs in Marketo. | Event Programs, a program type in Marketo, are used to automate both online and offline events (e.g., webinars, meetups, tradeshows). |
Define the term 'Exhausted' in the context of Marketo. | Exhausted refers to a state when a person has received all content in an engagement stream and remains so until additional content is added. |
Explain the concept of Feedback Loop in Marketo. | A Feedback Loop in Marketo is when the ISP forwards recipient complaints to the organization that sent the email. |
What is a Filter in Marketo and how is it used? | A Filter is a tool used in smart lists in Marketo to narrow down the audience based on specified criteria, applicable in both Batch and Trigger campaigns. |
Define the 'Flow' in the context of Marketo. | In Marketo, the Flow is the area of a smart campaign determining actions for selected individuals based on smart list criteria, consisting of one or more flow steps. |
Explain the concept of a Flow Step in Marketo. | A Flow Step, also known as a flow action, is an action that occurs for selected individuals in Marketo, either as part of a smart campaign or a single flow action. |
Define a Free-form Landing Page in Marketo. | A Free-form Landing Page in Marketo, also known as a Landing Page, allows flexible content placement through drag-and-drop functionality. |
Explain the General Data Protection Regulation (GDPR) and its impact. | GDPR is European Union legislation effective since May 25, 2018, aimed at giving EU citizens more control over their personal data. |
Define Global Assets in Marketo. | Global Assets in Marketo are assets created in the Design Studio for use across programs in the entire Marketo instance. |
What is a Guided Landing Page in Marketo? | A Guided Landing Page in Marketo, similar to a Landing Page, follows a predefined layout/structure determined by the template. |
Define the term 'Hard Bounce' in Marketo. | A Hard Bounce in Marketo, also known as Bounce, refers to the permanent failure of email delivery. |
Explain Interesting Moments in Marketo Sales Insight. | Interesting Moments in Marketo Sales Insight are occurrences, like specific site visits or email link clicks, deemed relevant and shared with the Sales Team. |
What constitutes a Known Person in Marketo? | Known Person in Marketo is any person data in the database, initially anonymous but becomes known through actions like clicking tracked links or filling out forms. |
Define a Landing Page in Marketo and its types. | A Landing Page in Marketo, hosted by the platform, displays content and tracks visitors. Free-form allows flexible content, while Guided has a predefined layout. |
Explain LaunchPoint in Marketo. | LaunchPoint is home to Marketo-integrated solutions, featuring technology and digital services partners. |
In Adobe Marketo Engage, what is a Lead? | In Adobe Marketo Engage, a Lead, replaced by 'person,' describes an individual engaged through marketing campaigns. |
What was Lead Database's previous name in Marketo? | Lead Database's previous name in Marketo was Database. |
Define a List in Marketo and its types. | In Marketo, a List is a collection of people. Smart lists are dynamic, changing based on defined filters, while static lists remain unchanged unless manually modified. |
What are Local Assets in Marketo? | Local Assets in Marketo are assets used within a specific program. |
Explain Marketing Activities in Adobe Marketo Engage. | Marketing Activities is a core section in Adobe Marketo Engage, where campaign orchestration occurs. |
Define Marketing Automation and its purpose. | Marketing Automation is a category of technology streamlining, automating, and measuring marketing tasks and workflows to increase efficiency and revenue. |
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