Exam: AD0-E559

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Exam details:
Level: Expert (1-3 years’ experience)
Passing Score: 32/50
Time: 110 mins
Delivery: Online proctored (requires camera access) or test center proctored
Available languages: English & Japanese
Cost: $225 (global) / $150 (India)
Exam ID: AD0-E559

Minimum experience

You should have:
Approximately 18 months of experience with Marketo features and capabilities needed to create marketing campaigns and utilize customer behavior data

You should be a marketer with experience in:
Building, launching and analyzing campaigns
Working with underlying email behavior and technologies including HTML, integrations, databases, and CRM

Additionally, you should be familiar with the following tools and technologies:
Adobe Marketo Engage
Excel and CSV file format
API concepts
CRM basics
Social media platforms like Facebook and LinkedIn
Microsoft Office
Basic HTML

Intended audience:
Marketing operations manager/specialist/expert/analyst
Digital marketing manager/specialist/expert/analyst
Campaign manager/specialist/expert/analyst
Marketo Engage consultants
Digital/marketing automation manager/specialist/expert/analyst
Marketing systems manager
Demand generation manager
Email marketing manager
Revenue operations manager
Growth operations manager
Martech architect
Marketing technology manager
Integrated campaign managers
Business system analyst

Readiness self-assessment
Complete the online readiness questionnaire to see if your current experience matches the recommended minimum candidate qualification.

Exam objectives and Details

Section 1: Administration and Maintenance (12%)
Determine mapping process between Marketo and CRM
Identify what happened to an asset using the Audit Trail
Recognize differences between users and roles
Given a scenario, identify the best fit for using workspace and partitions
Identify CRM platforms with native Marketo synchronization
Given a scenario, locate where information is referenced

Section 2: Marketing Activities/Campaign Management (46%)
Demonstrate an understanding of Smart Campaigns, logic, constraints and flow steps
Given a scenario, define the next step
Identify the root cause of a problem
Interpret the relationship between programs, channels, tags and period cost
Demonstrate/apply the correct configuration to Engagement Programs
Give examples of usage for different types of tokens
Summarize the utility of Webhooks in Marketo and how they are used
Identify and apply the appropriate use of the PMCF
Explain the benefits of Global Assets and how to use them
Demonstrate the capabilities of forms
Perform and analyze an A/B test strategy
Identify where a program or asset has been referenced with ‘Used By’
Troubleshoot communication limits
Use Webinar provider information in an event program

Section 3: Lead Management (12%)
Outline the key decision points in defining the lifecycle model
Apply best practices around lead scoring
Implement the appropriate interesting moments
Interpret the lead activity log
Given a scenario, identify the creation source

Section 4: Data Management (10%)
Demonstrate how to set up a data management program
Analyze an instance’s data quality
Identify a few key pieces of Marketo’s data retention policy as it relates to smart lists
Summarize how segmentation works

Section 5: Reporting (4%)
Given an outcome of a campaign, determine how to set up a program to provide the best reporting
Given a scenario, be able to investigate and assign the appropriate acquisition program

Section 6: Best Practices (16%)
Demonstrate the relevance of lead scoring in marketing and sales collaboration
Illustrate the benefits of the folder structure and naming conventions
Apply best practices around A/B testing
Explain the process to perform a quality check on any Marketo program
Explain the process to perform a quality check on an email

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QUESTION 1
A field needs to be created on the Person object that is visible in both CRM and Adobe Marketo Engage.
Which steps always need to be completed in order to accomplish this?

A. Create a field on the lead or contact objects in CRM. provide read/write access to the Adobe Marketo Engage Sync User
B. Create a field on the person object in Adobe Marketo Engage, refresh the schema in Adobe Marketo Engage
C. Create a field on the lead and contact objects in CRM, add this field to Marketing User page layout

Answer: B

QUESTION 2
Which two Sales CRM platforms are natively synchronized with Adobe Marketo Engage? (Choose two.)

A. Salesforce
B. Zoho
C. Microsoft Dynamics
D. Freshworks CRM (Formerly Freshsales)

Answer: A, C

Explanation:
Adobe Marketo Engage natively synchronizes with Salesforce and Microsoft Dynamics CRM
platforms. These are the only two CRM platforms that have a native integration with Adobe Marketo
Engage and do not require any third-party connectors or custom solutions

QUESTION 3
Michael manages the Adobe Marketo Engage instance for his company. In order to ensure that each
regional team can view and edit only their own programs, Michael has implemented Workspaces.
The team recently hired an intern in the Asia Pacific Japan (APJ) region who will be responsible for
cloning and preparing programs for launch, working strictly within the APJ Workspace. Custom Roles
have not been set up in their Adobe Marketo Engage instance.
What is one step Michael must take in order to limit the intern's access to work strictly to the APJ Workspace?

A. Create a Role for the intern that grants permissions only for the APJ Partition.
B. Create a Role for the intern that grants permissions only for the APJ Workspace.
C. Create a User for the intern that grants access only to the APJ Workspace.

Answer: C

Explanation:
To limit the interns access to work strictly to the APJ Workspace, Michael must create a User for the
intern that grants access only to the APJ Workspace. This can be done by selecting the APJ Workspace
from the Workspaces drop-down menu when creating the User. The User will then only be able to
view and edit programs and assets within that Workspace.

QUESTION 4
Ajay has joined as the Adobe Marketo Engage Administrator for ACMEWorld theme park. He would
like a comprehensive list of actions that users have taken within the Adobe Marketo Engage instance
in the last six months. Also, he wants to know who updated the Webinar registration landing page in the last month.
Where would Ajay find these details?

A. Check User Login History
B. Use Audit Trail
C. View Lead Activity

Answer: B

Explanation:
To find a comprehensive list of actions that users have taken within the Adobe Marketo Engage
instance in the last six months, Ajay can use Audit Trail. Audit Trail is a feature that tracks all user
activities within an Adobe Marketo Engage instance, such as creating, updating, or deleting
programs, assets, fields, users, roles, etc. Audit Trail also shows who updated the Webinar
registration landing page in the last month by filtering by user name, date range, and activity type.

QUESTION 5
A business practitioner is building a Center of Excellence' workspace in their Adobe Marketo Engage
Instance to house their best practice landing page and email templates. They would like to build and
store these assets in this workspace in the Design Studio and share them across all workspaces in the
Adobe Marketo Engage instance.
What does the business practitioner need to do in order to share these assets across all workspaces?

A. Put them inside a folder and share that folder with the other desired workspaces.
B. Clone them to the Design Studio of the other desired workspaces.
C. Approve them and they will automatically be shared with all other workspaces.

Answer: A

Explanation:
To share landing page and email templates across all workspaces in the Adobe Marketo Engage

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