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• A single opt-in process is when a person fills out a form and is automatically added to the mailing list without any further confirmation1.
• An automatic opt-in process is when a person is added to the mailing list without their explicit consent, such as by pre-checking a box or by purchasing a product2.
• A double opt-in process is when a person fills out a form and is then sent an email that requires a click to confirm the opt-in. This ensures that the person has given their permission and has a valid email address13.
• Therefore, the correct answer is C. Double opt-in, as it matches the description of the scenario given in the question. References:
• 1: How to Set Up Double Opt-In (COI) - Marketo
• 2: Opt-In Email Marketing Benefits and Best Practices for 2024
• 3: Double opt in process - Marketing Nation

• A Snippet is a type of asset in Adobe Marketo Engage that allows you to create dynamic content blocks that can be reused across multiple assets1.
• Snippets can be used in two types of assets: emails and landing pages1.
• To use a Snippet in an email or a landing page, you need to drag and drop the Snippet element from the Elements tab to the desired location in the editor2.
• You can then select the Snippet you want to use from the drop-down menu in the Properties tab2.
• Snippets can be customized based on segmentation rules, so that different versions of the Snippet are displayed to different audiences3.
• Snippets cannot be used in forms or reports, as they are not supported by those types of assets.

References: 1: Create a Snippet 2: [Add Content to a Snippet] 3: [Use Segmentation and Dynamic Content in Snippets] : [Asset Types in Adobe Marketo Engage] : : : :

• A Default Program is a type of program that you can create to generate new names from a form and a local landing page1.
• When a new person fills out the form, they would become a member of the program1. This means they would be added to the program’s database and receive personalized communication and offers based on the program’s criteria2.
• The person would also be considered not anonymous in the Database3. This means their name and other attributes would be visible to you and your team, and you could track their interactions with the program and the campaign4.

References:

• Create and measure a default program
• Leverage the flexibility of default programs
• Get started with Adobe Marketo Engage program templates
• Create a Form

• A Smart Campaign is a workflow that automates actions based on triggers and filters.
• There are two types of Smart Campaigns: trigger and batch.
• A trigger Smart Campaign listens for a specific activity or change in data and then executes actions for each person who meets the criteria. For example, a trigger Smart Campaign can send an email to a person who fills out a form on a landing page.
• A batch Smart Campaign processes all qualified people at once, regardless of when they performed the activity or changed the data. For example, a batch Smart Campaign can update the lead status of all people who attended a webinar.
• Therefore, the type of Smart Campaign that processes all qualified people at once is a batch Smart Campaign. References: : What is a Smart Campaign? : Trigger Smart Campaign Example : Batch Smart Campaign Example

• Local Lists vs. Global Lists: In Marketo, local lists are specific to a particular program. They are not shared across programs, unlike global lists.
• Cloning Limitations: When you clone a Marketo program, the structure and assets are replicated, but local lists are not. An empty list with the same name is created in the cloned program.
• Rationale: This prevents accidental duplication of leads across programs and potential issues with email deliverability or compliance if the same leads were to receive multiple, unintended copies of communications.

References:

• Marketo Engage Documentation (Working with Lists): Search for "Local Lists" and "Cloning Programs" in the official Marketo documentation. This will provide detailed explanations and examples.
• Marketing Nation - Marketo Engage (Discussions about cloning and lists): https://nation.marketo.com/ Search for discussions using terms like "clone program", "local list", and you'll find real-world examples and explanations from other users.

• Create an Engagement Program:
• Define the Cadence:
• Add the Content Assets:
• Configure Wait Steps:
• Activate the Program:

References:

• What is Adobe Marketo Engage: https://experienceleague.adobe.com/docs/marketo/using/getting-started-with-marketo/what-is-adobe-marketo-engage.html?lang=en
• Marketo Engage User Guide (Engagement Programs): (Search the document for "Engagement Programs" or "Nurture Programs") - This will have more detailed instructions.

Why this is the best approach:

• Efficiency: A single stream simplifies management and tracking.
• Consistency: It ensures a regular, controlled flow of information over the four-week period.
• Flexibility: You can easily modify the content or cadence within the stream if needed.

• A People Performance report is a report that measures database growth over time. It shows how many people were added, and when. It also allows grouping the results by any person or company attribute, or by segmentation1.
• To create a People Performance report, follow these steps1:
• To view the results, click the Report tab. You will see the number of people created in the Database in the last six months, grouped by industry. References: 1: People Performance Report | Adobe Marketo Engage

To change the channel of an Event Program from Webinar to Seminar, the marketing manager needs to follow these steps:

• From Marketing Activities, select the event program from the tree.
• Navigate to the Setup tab.
• Double-click the current Channel.
• Select a new Channel from the drop-down list.
• Click Save.

References: Edit an Event Channel | Adobe Marketo Engage - Experience League

• To optimize the email’s design to increase the email click rate, the marketer would use the whole email A/B test type.
• A whole email A/B test allows the marketer to compare two completely different versions of an email, with different layouts, images, colors, fonts, and other design elements.
• The marketer can create two variants of the email and send them to a random sample of the audience. The performance of each variant is measured by the click rate, which is the percentage of recipients who clicked on any link in the email.
• The variant with the higher click rate is the winner and can be sent to the rest of the audience or used as a template for future emails.
• A whole email A/B test is useful for testing major changes in the email design that could have a significant impact on the click rate. It can also help the marketer discover the optimal combination of design elements that appeal to the audience and drive engagement. References:
• Use “Whole Email” A/B Testing
• Optimize clickable elements with A/B testing email
• Email Marketing A/B Testing: A Step-By-Step Guide [2024]

• Adobe Marketo Engage allows users to create and manage email campaigns using Email Programs, which are a type of program that contains an email asset and a smart campaign to send it1.
• To add people to an Email Program, users can import a list of leads from a .csv file or use a smart list to define the target audience2.
• However, once an Email Program is approved, it cannot be edited or changed, including adding or removing people from the list3. This is to ensure that the email content and recipients are consistent and compliant with the email regulations4.
• Therefore, if a marketing manager tries to import another list into an approved Email Program, the second list import will fail because the program has already been approved and cannot be modified3.
• To avoid this issue, the marketing manager should either import all the lists before approving the Email Program, or create a new Email Program for the second list and send it separately5.

References:

1: Email Programs - Marketo Docs - Product Documentation 2: Add People to an Email Program - Marketo Docs - Product Documentation 3: Edit an Approved Email Program - Marketo Docs - Product Documentation 4: What is Adobe Marketo Engage? 5: Marketo Engage - Marketing Automation Benefits | Adobe

• Demographic scoring is a type of person scoring that assigns points based on the attributes of a person, such as their job title, industry, company size, location, etc.1
• Demographic scoring helps to identify the most qualified leads based on their fit for the product or service, and prioritize them for sales follow-up2
• To score Vice Presidents as +10 and Executives as +20, the Adobe Marketo Engage professional would need to create a smart campaign with the following steps:

References:

1: How to build a lead / person scoring program | Adobe Marketo Engage 2: Lead Scoring: Everything to Know About the Process Before, During, and After | Adobe for Business 3:[Smart List - Data Value Changes | Adobe Marketo Engage] 4: [Flow - Change Score | Adobe Marketo Engage]

• A form that is used in multiple programs should be stored in the Design Studio as a global asset12. This allows the form to be easily reused and updated across different landing pages and programs without creating duplicates or inconsistencies3.
• A form that is stored in Marketing Activities as a local asset is only available within the specific program where it was created1. This means that if the form needs to be used in another program, it has to be cloned or recreated, which can lead to data quality issues and maintenance challenges3.
• There is no such thing as a global asset in Marketing Activities. All assets in Marketing Activities are local to their respective programs1. References:
• 1: How to create and edit forms | Adobe Marketo Engage
• 2: Marketo Success Series: Forms - Marketing Nation
• 3: Marketo Form Best Practices - Marketing Rockstar Guides

• An event program is a type of Marketo program that helps coordinate, facilitate, and track live and online events1.
• An event program has a specific time and date, and can be integrated with third-party event management platforms such as GoToWebinar, Zoom, and Cvent12.
• An event program allows the marketer to create and send invitation emails, landing pages, and forms to collect registrations, and use smart campaigns to automate tasks such as sending reminders, confirmations, and follow-ups13.
• An event program also enables the marketer to check people into the seminar upon arrival using the Marketo Check-In app, which syncs the attendance data with the Marketo database45.
• Therefore, an event program is the most suitable program type for building a seminar, as it provides the necessary features and functionalities to manage the entire event lifecycle. References: 1: Understanding Programs | Adobe Marketo Engage - Experience League 2: [Event Program - Marketo Docs - Product Documentation] 3: [Create an Event Program - Marketo Docs - Product Documentation] 4: [Marketo Check-In App - Marketo Docs - Product Documentation] 5: [Check People Into an Event - Marketo Docs - Product Documentation] : Event Program - Marketo Docs - Product Documentation : Create an Event Program - Marketo Docs - Product Documentation : Marketo Check-In App - Marketo Docs - Product Documentation : Check People Into an Event - Marketo Docs - Product Documentation

• The Email Invalid field in Marketo is used to identify records when the lead is created and the email format is not correct, or when the email is a hard bounce that receives a 5## bounce code signaling that the email is no longer valid i.e. the email address does not exist1.
• A hard bounce is an email that has been returned to the sender because the recipient’s address is invalid. A hard bounce might occur because the domain name doesn’t exist, the recipient is unknown, or there is some other permanent error2.
• Marketo automatically marks an email invalid when it receives a 5XX bounce code, or if the email format is not correct when the person is created3. The bounce reasons also populate the Email Invalid Cause field in Marketo, which can be used to further analyze the types of hard bounces unique to your email deliverability instance1.
• Therefore, the valid reason for a person’s Email Invalid field to be marked as True is when the person was sent an email that was undeliverable due to nonexistent email address, which is option B.

References: 1: What is the Email Invalid Field in Marketo and what should you do with it? - Sponge 4: Map the Email Invalid field in Marketo to a custom field in Salesforce? - Marketing Nation Product Discussions 3: Contact Marked Email Invalid - No Record in Activity Log - Marketing Nation Product Discussions 2: Hard and Soft Bounces in Email | Adobe Marketo Engage

In Marketo Smart Campaigns, triggers and filters work with an OR/AND relationship:

• Triggers (Orange): Triggers watch for specific actions or changes in lead data. If any of the triggers you define are met, the lead becomes eligible for the Smart Campaign's actions. Triggers operate on an OR basis.
• Filters (Green): Filters further refine the audience by applying additional criteria. The lead must meet the filter criteria AND have been activated by at least one trigger. Filters operate on an AND basis.

Example:

Smart Campaign:

• Triggers:
• Filters:

In this example, a lead will qualify for the Smart Campaign if they:

• Fill out Form A OR Visit the Pricing Page AND Their job title is Director AND they are located in the United States.

• The file size limit for images and files uploaded to the Design Studio of Adobe Marketo Engage is 100MB.
• The Design Studio is a feature of Adobe Marketo Engage that allows marketers to create and manage landing pages, forms, emails, and other assets.
• To upload an image or file to the Design Studio, the marketer can go to the Design Studio area, select Images and Files, click the Image and file actions drop-down and select Upload image or file, and then drag and drop the desired image/file or browse the computer for it.
• The maximum size per file is 100MB, as stated in the note that appears when uploading an image or file. This limit applies to all file types, including images, PDFs, videos, etc.
• The file size limit is set to ensure optimal performance and security of the Adobe Marketo Engage platform. If the marketer needs to upload a larger file, they can use a third-party service and link to it from the Design Studio asset. References:
• Add Images and Files to Marketo
• Adobe Marketo Engage | Product description