Marketing-Cloud-Account-Engagement-Specialist Practice Exam Questions and Answers

The two activities that trigger a prospect record to sync from Marketing Cloud Account Engagement to the CRM are landing page submission and form submission. A prospect record is a record that contains the information and activities of a potential customer in Marketing Cloud Account Engagement. A sync is a process that updates the data between Marketing Cloud Account Engagement and your CRM system, such as Salesforce or Microsoft Dynamics. A sync can be initiated from Marketing Cloud Account Engagement to the CRM, or from the CRM to Marketing Cloud Account Engagement, depending on the activity or the data change. A landing page submission is an activity that occurs when a prospect fills out a form on a landing page, which 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. A form submission is an activity that occurs when a prospect fills out a form, which is a web element that allows you to collect information from your prospects, such as their name, email, or company. Both landing page submission and form submission trigger a prospect record to sync from Marketing Cloud Account Engagement to the CRM, because they create or update the prospect data in Marketing Cloud Account Engagement, and Marketing Cloud Account Engagement pushes the data to the CRM

 A prospect’s score is a numerical value that indicates their level of interest in your products or services. You can change a prospect’s score in two ways: using completion actions or manually. Completion actions are tasks that are performed after a prospect successfully completes a marketing element, such as a form, landing page, or custom redirect. You can use completion actions to adjust a prospect’s score based on their behavior. Manually, you can edit a prospect’s score by entering a new value in the score field on their record. You cannot change a prospect’s score using segmentation rules or profiles. References: [Scoring], Completion Actions, [Edit Prospects]

You can find the following information about your competitors in Marketing Cloud Account Engagement: Alexa rank, number of inbound links, and number of indexed pages. These are the metrics that Marketing Cloud Account Engagement’s competitor website monitoring feature provides, which help you assess how well your competitors’ websites are performing in terms of SEO. Alexa rank is a measure of how popular a website is compared to millions of other websites. Number of inbound links is the total number of links from other websites that point to a website. Number of indexed pages is the total number of pages that a website has that are recognized by search engines78 References: 7: Competitor Tracking in Marketing Cloud Account Engagement: 3 Best Practices8: Salesforce Marketing Cloud Account Engagement: How To Maximise ROI in B2B Marketing Automation

According to the Salesforce documentation, the information that can be accessed on the Prospect List are: A) Prospect’s Name, D) Prospect’s Company, E) Prospect’s Grade, F) Prospect’s Score, and H) Date of prospect’s last activity. The Prospect List is a feature that allows users to view and manage a list of prospects in Marketing Cloud Account Engagement. The Prospect List can be accessed from the Prospects tab in Marketing Cloud Account Engagement, and it can show different columns of information for each prospect, such as name, company, grade, score, or last activity. The user can customize the columns that are displayed on the Prospect List, and they can also sort, filter, search, or export the Prospect List. The Prospect List can also show other information for each prospect, such as email address, title, date of when the prospect converted from a visitor, or custom fields, but these are not the default columns that are displayed on the Prospect List, and they need to be added by the user in the column settings. References: Salesforce documentation

There are three ways the Marketing Manager can create a new prospect in Marketing Cloud Account Engagement. They are:

• Click the “Send to Account Engagement” button on a Salesforce Lead. This option allows the Marketing Manager to send a one-to-one email to a lead in Salesforce using an Account Engagement email template. If the lead does not already exist as a prospect in Account Engagement, it will be created automatically and synced with Salesforce1
• Manually add a prospect in Marketing Cloud Account Engagement. This option allows the Marketing Manager to create a new prospect record in Account Engagement by entering the prospect’s email address and other information. The prospect can then be added to lists, campaigns, or engagement programs2
• Import a .CSV file with the prospect’s email address. This option allows the Marketing Manager to import a list of prospects from a .CSV file into Account Engagement. The file must contain the prospect’s email address as the first column, and can also include other fields. The imported prospects can then be assigned, tagged, or added to lists or campaigns

When using completion actions for list emails, you should keep in mind that completion actions based on email link clicks only execute once per prospect, and completion actions based on email opens will retroactively apply if added after the email send. These are important considerations because they affect how your completion actions will work and what results you will see. For example, if you want to add a prospect to a list based on a link click, you should know that the completion action will only fire the first time the prospect clicks the link, not every time. Similarly, if you want to change a prospect’s score based on an email open, you should know that the completion action will apply to all prospects who opened the email, even if they opened it before you added the completion action

The prospect’s Audits tab shows the history of changes made to the prospect’s record, such as field updates, list changes, and assignment dates. These data points can help determine what updates were made during the database clean-up project and how they affected the prospects. The Lifecycle Report, the amount of time the prospect spent viewing the website, and the unique clicks are not data points that can be found in the Audits tab, but they can be found in other reports or tabs in Marketing Cloud Account Engagement. References Prospect Audits

According to the Salesforce documentation, the two benefits of the engagement studio testing experience are: B) Visualizing a prospect’s possible paths, and D) Measuring a specific step’s performance. The engagement studio testing experience is a feature that allows users to test and troubleshoot their engagement studio programs before launching them. The testing experience can help users to: Visualize a prospect’s possible paths: The testing experience can show the user how a prospect can move through the program based on different scenarios and outcomes. The user can see the positive, negative, and neutral paths that a prospect can take after each step, and the actions and emails that the prospect will receive. The user can also see the number of prospects that are expected to take each path based on the current recipient list. Measuring a specific step’s performance: The testing experience can show the user the performance metrics of each step, such as the number and percentage of prospects who have completed, skipped, or are waiting for the step. The user can also see the email metrics of each email step, such as the number and percentage of prospects who have opened, clicked, or unsubscribed from the email. The user can use these metrics to evaluate and optimize the effectiveness of each step. Evaluating email template options for the program or understanding the timeline of the program are not benefits of the engagement studio testing experience, as they are related to other aspects of the program creation, such as choosing the email content or setting the wait times. References: Salesforce documentation

 Email deliverability is the measure of how successfully your emails reach the inbox of your recipients without bouncing or being marked as spam. Email deliverability depends on several factors, such as your sender reputation, your email content, and your email authentication. Two of the most important email authentication methods are Sender Policy Framework (SPF) and DomainKeys Identified Mail (DKIM). SPF is a protocol that allows you to specify which IP addresses are authorized to send emails from your domain. DKIM is a protocol that allows you to digitally sign your emails with a private key and verify them with a public key published in your domain’s DNS records. Both SPF and DKIM help prevent email spoofing and phishing, and improve your sender reputation and deliverability

A designer can control the CSS styling for two assets in Marketing Cloud Account Engagement: landing pages and forms. Landing pages are web pages that capture visitor information and generate leads. Forms are web forms that collect visitor information and convert them to prospects. Both landing pages and forms can be customized with CSS to match the branding and design of LenoxSoft. Form handlers and social posts are not assets that can be controlled by CSS in Marketing Cloud Account Engagement. Form handlers are connectors that allow Marketing Cloud Account Engagement to use external forms on your website. Social posts are messages that can be sent to your social media accounts from Marketing Cloud Account Engagement. References Customize Landing Pages with CSS Customize Forms with CSS

The key technical items required to set up during implementation are tracking code, email authentication, CNAME and IP whitelisting. Tracking code enables Marketing Cloud Account Engagement to track visitor and prospect activity on your website. Email authentication improves the deliverability and reputation of your emails. CNAME or vanity alias provides a seamless transition for your prospects when visiting pages and forms that you host on your site and Marketing Cloud Account Engagement hosted campaign elements. IP whitelisting allows you to restrict access to Marketing Cloud Account Engagement based on IP addresses. 

 To view a prospect’s Marketing Cloud Account Engagement landing page submission activity on the syncing contact in Salesforce, an Administrator can use the following features:

• The Marketing Cloud Account Engagement Activities Visualforce page, which shows a detailed history of the prospect’s interactions with Marketing Cloud Account Engagement assets, including landing pages, forms, emails, and custom redirects.
• The Salesforce Activities section, which shows the tasks and events that are logged for the contact, including Marketing Cloud Account Engagement landing page submissions. References: [Marketing Cloud Account Engagement Activities Visualforce Page], [Salesforce Activities]

 A prospect is automatically removed from future email sends when they either hard bounce or soft bounce five times. A hard bounce occurs when an email is permanently rejected by the recipient’s server, usually because the email address is invalid, non-existent, or blocked. A soft bounce occurs when an email is temporarily rejected by the recipient’s server, usually because the mailbox is full, the server is down, or the message is too large. A hard bounce indicates that the email address is no longer valid and should be removed from your list. A soft bounce indicates that the email address may still be valid, but there is a temporary issue that prevents the delivery. However, after five soft bounces, Marketing Cloud Account Engagement will mark the prospect as undeliverable and stop sending emails to them

In Salesforce Pardot, enhancing form security and preventing bot submissions can be effectively managed using two specific settings: reCaptcha and the Honeypot Technique.

• reCaptcha: This is a service provided by Google that helps protect websites from spam and abuse. A "CAPTCHA" is a turing test to tell human and bots apart. It is easy for humans to solve, but hard for "bots" and other malicious software to figure out. By integrating reCaptcha, forms can verify that the person submitting the form is indeed a human, thus adding a layer of security against automated attacks.
• Honeypot Technique: This is a clever and non-intrusive method of detecting bots. It involves adding an additional field to the form that is invisible to human users but visible to bots. The principle here is that while a human won’t see or interact with this hidden field, a bot will typically attempt to fill it out. When the form is submitted, if data is found in the honeypot field, the submission can be flagged as coming from a bot and thus be ignored or handled differently.

Both options are specifically tailored to enhance the security of forms in Pardot, helping to mitigate unwanted bot traffic and ensuring that engagement and leads generated are genuine.

 When working on a list email, the Marketing Manager has three options that are not available when working on an Account Engagement email template. They are:

• Ability to send the email immediately. This option allows the Marketing Manager to send the list email to the selected recipients as soon as the email is ready, without scheduling it for a later date or time. This option is useful for urgent or time-sensitive messages6
• Ability to schedule the email. This option allows the Marketing Manager to choose a specific date and time to send the list email to the selected recipients. This option is useful for planning ahead or aligning with the best time to reach the audience6
• Recipient and suppression lists. This option allows the Marketing Manager to select which lists of prospects will receive the list email, and which lists of prospects will be excluded from receiving the list email. This option is useful for targeting and segmenting the audience based on their attributes or behaviors6

By default, Pardot integrates closely with Salesforce CRM to synchronize data primarily with two key standard objects: Lead and Contact records. This integration allows Pardot to write marketing data directly to these objects, enabling a seamless flow of information about prospects' activities and engagement. This capability is foundational for maintaining updated and relevant data within Salesforce, facilitating more targeted and effective sales and marketing efforts. Case, Account, and Opportunity records, while important within Salesforce, do not receive direct writes from Pardot by default, although they can be involved in more advanced, customized integrations.

To troubleshoot why a prospect did not receive an email from a drip program, an Administrator should check the following tabs in Marketing Cloud Account Engagement:

• The Audits tab to see if the prospect was on the correct lists when the email was sent. This tab shows the list membership changes and email sends for the prospect.
• The Overview tab to determine whether the prospect is unmailable. This tab shows the prospect’s email status, which could be opt-out, hard bounce, or do not email.
• The Lists tab to determine whether the prospect is on the recipient list or any suppression lists. This tab shows the lists that the prospect belongs to, including any lists that are used to exclude prospects from receiving emails. References: Marketing Cloud Account Engagement Audits Tab, Marketing Cloud Account Engagement Email Statuses, Marketing Cloud Account Engagement Lists

According to the Salesforce documentation, when a visitor clicks on a custom redirect with an action of adding a tag, and then fills out a form and becomes a prospect, the following three things will happen to the prospect: A) The prospect activities will show that the form was successfully completed, B) The prospect will be added to the list, and D) The prospect will be tagged. A custom redirect is a trackable URL that can be used to measure and report on the clicks of any online content, such as banner ads, social media posts, or third-party websites. A custom redirect can also have completion actions, such as adding a tag, which are performed when a visitor clicks on the custom redirect. A tag is a label that can be used to categorize and segment prospects. A form is a web form that can be used to collect information from prospects and store it in Marketing Cloud Account Engagement. A form can also have completion actions, such as adding to a list, which are performed when a prospect successfully submits the form. A list is a collection of prospects that can be used for segmentation and email sending. When a visitor clicks on a custom redirect and then fills out a form, the visitor becomes a prospect, and the completion actions of both the custom redirect and the form are applied to the prospect. The prospect activities will show both the custom redirect click and the form submission, the prospect will be added to the list specified in the form completion action, and the prospect will be tagged with the tag specified in the custom redirect completion action. The newly converted prospect will be affected by both the custom redirect and the form completion actions, as they are not dependent on the prospect’s previous submissions or activities. References: Salesforce documentation

The two Facebook accounts that can be posted to using the Marketing Cloud Account Engagement Facebook connector are Company Pages and Personal Pages. The Marketing Cloud Account Engagement Facebook connector allows you to connect your Marketing Cloud Account Engagement account with your Facebook account, and create and schedule social posts from Marketing Cloud Account Engagement. You can post to any Facebook page that you have admin access to, such as your company page or your personal page. You cannot post to other types of Facebook accounts, such as Video Pages or Linked Instagram Pages, using the Marketing Cloud Account Engagement Facebook connector. 

Once a Salesforce Opportunity syncs to Marketing Cloud Account Engagement, two actions that can be taken are referencing the Opportunity in automation rules and viewing the Opportunity in Opportunity Reports. Automation rules are rules that run in the background and match prospects based on certain criteria and perform certain actions. You can use Opportunity fields as criteria or actions in automation rules, such as adding prospects to a list based on their Opportunity stage or updating their Opportunity amount based on their score. Opportunity Reports are reports that show the revenue generated by your marketing campaigns and the influence of your marketing activities on the sales pipeline. You can view the Opportunity Reports in Marketing Cloud Account Engagement to analyze the performance of your marketing efforts and optimize your strategy. Manually editing or deleting the Opportunity in Marketing Cloud Account Engagement are not actions that can be taken, as Marketing Cloud Account Engagement does not allow editing or deleting Opportunities. You can only edit or delete Opportunities in Salesforce, and the changes will sync back to Marketing Cloud Account Engagement. References Opportunities in Marketing Cloud Account Engagement Automation Rules Overview Opportunity Reports

According to the Salesforce documentation, the two prospect activities that trigger a sync from Marketing Cloud Account Engagement to Salesforce are: A) Submitting a form, and B) Opening an email. A form submission is an activity that occurs when a prospect fills out and submits a Marketing Cloud Account Engagement form or a form handler. An email open is an activity that occurs when a prospect opens an email sent from Marketing Cloud Account Engagement. These two activities will trigger a sync from Marketing Cloud Account Engagement to Salesforce, meaning that the prospect’s information and activity data will be updated in Salesforce. A sync from Marketing Cloud Account Engagement to Salesforce happens when a prospect is created or updated in Marketing Cloud Account Engagement, or when a prospect performs a significant activity in Marketing Cloud Account Engagement. Clicking a custom redirect or unsubscribing from email are not activities that trigger a sync from Marketing Cloud Account Engagement to Salesforce, as they are not considered significant activities in Marketing Cloud Account Engagement. A custom redirect is a trackable URL that can be used to measure and report on the clicks of any online content. An unsubscribe is an action that occurs when a prospect opts out of receiving emails from the sender. These two activities will not trigger a sync from Marketing Cloud Account Engagement to Salesforce, unless they are combined with other activities that do trigger a sync, such as submitting a form or opening an email. References: Salesforce documentation

 Marketing Cloud Account Engagement offers three webinar connectors: Adobe Connect, ReadyTalk, and GoToWebinar. These connectors allow you to integrate Marketing Cloud Account Engagement with these web conferencing platforms and register prospects for webinar events from Marketing Cloud Account Engagement forms, landing pages, or completion actions. You can also sync webinar data, such as registrations and attendance, between Marketing Cloud Account Engagement and these platforms and use them for segmentation, automation, and reporting. Marketing Cloud Account Engagement does not offer webinar connectors for WebEx or AnyMeeting.

Answer A and E are incorrect because Marketing Cloud Account Engagement does not offer webinar connectors for WebEx or AnyMeeting, as explained above. References: [Webinar Connectors], [Set Up Webinar Connectors]

 According to the Salesforce documentation, the default scoring model in Marketing Cloud Account Engagement assigns points to prospects based on their activities, such as clicking a link in an email, submitting a form, or visiting a landing page. These activities indicate the level of interest and engagement of the prospects, and help prioritize them for sales follow-up. Converting a lead to a contact or sending an email to the assigned user are not activities that automatically increase the prospect’s score, unless they are customized in the scoring rules. References: Salesforce documentation

The two ways that a Marketing Cloud Account Engagement prospect syncs with a Salesforce Lead or Contact record are shared CRM ID and shared email address. A CRM ID is a unique identifier that is assigned to a Lead or Contact record in Salesforce and is synced with the corresponding prospect record in Marketing Cloud Account Engagement. A CRM ID ensures that the prospect data is matched with the correct Lead or Contact data and prevents duplicates. A CRM ID is created when a prospect is created or updated in Marketing Cloud Account Engagement and a matching Lead or Contact is found or created in Salesforce, or when a Lead or Contact is created or updated in Salesforce and a matching prospect is found or created in Marketing Cloud Account Engagement5. An email address is a required field for both a prospect in Marketing Cloud Account Engagement and a Lead or Contact in Salesforce. An email address is used to identify and associate a prospect with a Lead or Contact, and to trigger a sync between Marketing Cloud Account Engagement and Salesforce. An email address is also used to track the prospect’s activities, such as email opens, clicks, form submissions, and page views5. Option B is not correct because a shared assigned user ID is not a way that a Marketing Cloud Account Engagement prospect syncs with a Salesforce Lead or Contact record, but a result of the sync. An assigned user ID is the ID of the user who owns the prospect in Marketing Cloud Account Engagement or the Lead or Contact in Salesforce. The assigned user ID is synced between Marketing Cloud Account Engagement and Salesforce to ensure that the same user owns the prospect and the Lead or Contact, unless there are custom assignment rules in place5. Option D is not correct because a shared tracking pixel is not a way that a Marketing Cloud Account Engagement prospect syncs with a Salesforce Lead or Contact record, but a method of tracking the prospect’s activities. A tracking pixel is a hidden image that is embedded in an email or a web page and sends a request to Marketing Cloud Account Engagement’s server when the email or the web page is opened. A tracking pixel allows Marketing Cloud Account Engagement to record the prospect’s email opens, page views, and other actions

A marketing user is a type of user role in Marketing Cloud Account Engagement that has access to various features and functions related to marketing operations. A marketing user can see users and groups, create new lists, forms, landing pages, and send list emails, manage prospects, and import prospects. A marketing user cannot access the administration settings, create or edit users, or sync with Salesforce.

Answer E is incorrect because none of the above is not a valid answer, as explained above. References: User Roles, Create and Edit Users