Marketo Certified Associate 2.0 (MCA Study
Guide) UPDATED ACTUAL Exam
Questions and CORRECT Answers
Flow: Add to List - CORRECT ANSWER - This flow step is used to add people to lists.
Flow: Append Data to a Field - CORRECT ANSWER - you can add data such as Dan is
interested in Waffle Makers. Flow tab, drag in the Change Data Value flow step.
Flow: Call Webhook - CORRECT ANSWER - Webhooks let you interact with third party
services. Send/receive information by calling a webhook in a smart campaign flow.
Flow: Change Person Partition - CORRECT ANSWER - If you are using workspaces and
partitions, you will want to build smart campaigns to move people from one partition to another.
Flow: Change Revenue Stage - CORRECT ANSWER - If you're using Revenue Cycle
Modeler and have an approved model, you may decide to move leads manually from one stage to
another.
Flow: Change Score - CORRECT ANSWER - changing lead scores.
Flow: Convert Person - CORRECT ANSWER - Use this flow step to convert a person to a
contact in Salesforce. You can decide who to assign the contact to, to send a notification to the
owner, and to set a converted status.
Flow: Delete Person - CORRECT ANSWER - Erroneous people sometimes get in your
database. The Delete Person flow step can get rid of them.
Flow: Give Credit to Referrer - CORRECT ANSWER - When running a referral offer or a
sweepstakes, you can give credit to the referrer using different methods
, Marketing Automation - CORRECT ANSWER - The use of technology to manage and
automate the process of converting prospective customers into actual buyers. By automating the
various tasks and workflows involved in demand generation, lead management, and sales and
marketing alignment, marketing automation contributes to shorter sales cycles, increased
revenue, and better marketing ROI.
Marketing automation is the technology that allows companies to streamline automate, and
measure marketing tasks and workflows so they can increase operational efficiency and grow
revenue faster.
To truly be marketing automation the service needs to include three capabilities: - CORRECT
ANSWER - An Engagement Hub
An Analytics Engine
An Automation Engine
How Marketing Automation Benefits your organization - CORRECT ANSWER - Nurture
relationships with leads that aren't ready to buy.
Retain and extend customer relationships.
Build alignment with sales
Prove-and improve-marketing ROI
TOFU (Top of the Funnel) - CORRECT ANSWER - Content should be education based,
not yet engaged or leads, just names. Goals of this is to drive awareness and acquisition.
MOFU (Middle of the Funnel) - CORRECT ANSWER - Materials should still be
educational but are more geared towards your product or service something like buying guides or
ROI calculators. Goal is to increase conversions and determine sales-readiness.
BOFU (Bottom of the Funnel) - CORRECT ANSWER - Offers here should include hyper
educational geared towards a specific product. Datasheets and pricing guides are a good
example. Goal is a to drive adoption, retention, and growth.
Guide) UPDATED ACTUAL Exam
Questions and CORRECT Answers
Flow: Add to List - CORRECT ANSWER - This flow step is used to add people to lists.
Flow: Append Data to a Field - CORRECT ANSWER - you can add data such as Dan is
interested in Waffle Makers. Flow tab, drag in the Change Data Value flow step.
Flow: Call Webhook - CORRECT ANSWER - Webhooks let you interact with third party
services. Send/receive information by calling a webhook in a smart campaign flow.
Flow: Change Person Partition - CORRECT ANSWER - If you are using workspaces and
partitions, you will want to build smart campaigns to move people from one partition to another.
Flow: Change Revenue Stage - CORRECT ANSWER - If you're using Revenue Cycle
Modeler and have an approved model, you may decide to move leads manually from one stage to
another.
Flow: Change Score - CORRECT ANSWER - changing lead scores.
Flow: Convert Person - CORRECT ANSWER - Use this flow step to convert a person to a
contact in Salesforce. You can decide who to assign the contact to, to send a notification to the
owner, and to set a converted status.
Flow: Delete Person - CORRECT ANSWER - Erroneous people sometimes get in your
database. The Delete Person flow step can get rid of them.
Flow: Give Credit to Referrer - CORRECT ANSWER - When running a referral offer or a
sweepstakes, you can give credit to the referrer using different methods
, Marketing Automation - CORRECT ANSWER - The use of technology to manage and
automate the process of converting prospective customers into actual buyers. By automating the
various tasks and workflows involved in demand generation, lead management, and sales and
marketing alignment, marketing automation contributes to shorter sales cycles, increased
revenue, and better marketing ROI.
Marketing automation is the technology that allows companies to streamline automate, and
measure marketing tasks and workflows so they can increase operational efficiency and grow
revenue faster.
To truly be marketing automation the service needs to include three capabilities: - CORRECT
ANSWER - An Engagement Hub
An Analytics Engine
An Automation Engine
How Marketing Automation Benefits your organization - CORRECT ANSWER - Nurture
relationships with leads that aren't ready to buy.
Retain and extend customer relationships.
Build alignment with sales
Prove-and improve-marketing ROI
TOFU (Top of the Funnel) - CORRECT ANSWER - Content should be education based,
not yet engaged or leads, just names. Goals of this is to drive awareness and acquisition.
MOFU (Middle of the Funnel) - CORRECT ANSWER - Materials should still be
educational but are more geared towards your product or service something like buying guides or
ROI calculators. Goal is to increase conversions and determine sales-readiness.
BOFU (Bottom of the Funnel) - CORRECT ANSWER - Offers here should include hyper
educational geared towards a specific product. Datasheets and pricing guides are a good
example. Goal is a to drive adoption, retention, and growth.
