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Exam number: AD0-E556

Exam name: Adobe Marketo Engage Architect

Certificate level: Certified Master

Status: Active

Available languages: English

Number of questions: 50

Formats: Multiple choice and multiple select with a case study

Duration: 150 minutes

Delivery: Onsite/Online proctored (requires camera access) or test center proctored

Passing mark: 30/50

Price: $225 USD / $150 USD (India)

Given a case study, identify the right stakeholders

Evaluate a set of requirements and recommend project boundaries, budget, resources, and scope

Given a modified process, determine who needs enablement and efficient enablement rollout plan

Evaluate an audit and recommend priorities and timeline

Gather requirements/needs and recommend a lead management and lifecycle design

Review an existing implementation and provide findings

Given a business need, identify the different behaviors for scoring

Review an existing implementation, recommend actions to scale campaign execution

Outline an operational procedure for lead routing multiple countries

Given a scenario, evaluate the impact and requirements to incorporate new technology to the instance

Identify the different types of integrations and when to use them

Given a scenario, outline various stages in the person lifecycle impacted by proposed changes/requirements

Appraise a set of requirements and recommend an approach to campaign logic

Given a model to review, explain the concept of detours in the lifecycle modeler

Given an online advertising or organic social or content, recommend an approach for reporting

Illustrate how to validate Marketo Engage reporting in tracking lifecycle changes

Identify metrics to use in a given report type

Identify how to track multi-channel attribution to evaluate ROI

Identify and describe the pros and cons of different attribution models

Given a business requirement, describe the effects of channel set up to reporting

Given a scenario, identify appropriate steps to improve management or governance

Given a set of requirements, recommend an efficient data schema

Evaluate a customer's implementation and recommend actions to improve deliverability

Evaluate a customer's implementation and recommend actions to improve administration management

Gather information about a client's implementation and recommend security practices

Explain the applicability of workspace and partitions for a given scenario

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1. An Adobe Marketo Engage Architect starts their first day at their new job managing the Marketo Engage instance. When inspecting the instance, they notice that the sync to Salesforce was unusually slow and takes several hours to populate Salesforce campaign membership from Marketo Engage programs. Upon closer inspection, several errors occurred under the notifications of syncs timing out or hitting the concurrent limit.

Which three actions can the Architect take to help diagnose and address the problem around sync to Salesforce issues?

A.Use campaign inspector to determine the number of sync to CRM flow steps Check the permissions in the CRM for the Marketo sync user profile Check for a sync backlog in the CRM admin under the sync status tab

B.Create a smart list to identify Marketo Engage records that have an empty CRM type

Review the field management mapping

Check the permission in the CRM for the Marketo sync user profile

C.Go to admin and view the CRM notification errors

Count the number of custom CRM fields

Increase the time between CRM and Marketo syncs

Answer: A

2. The VP of Marketing is concerned about the workload of the marketing team and wants to hire an agency to assist the team by building campaigns and programs within their Adobe Marketo Engage instance. The biggest concern is adding users who may be able to access and accidentally break established templates, nurture campaigns, and scoring. Therefore, the users will only be able to work in the Marketing Activities area.

The agency will have access to building programs, campaigns, emails, and landing pages.

What is the best set of user role permissions for the agency users?

A.Web Campaign Editor, Access Email, Activate Trigger Campaign, Clone Marketing Asset

B.Edit Marketing Asset, Edit Campaign, Activate Trigger Campaign, Clone Marketing Asset

C.Access Email, Access Landing Page, Web Campaign Editor, Edit Marketing Asset

D.Edit Marketing Asset, Access Email, Access Landing Page, Export Analytics Data

Answer: C

3. An Adobe Marketo Engage Consultant is assigned to audit an existing Marketo Engage instance. This is a 10-year-old instance. Due to high turnover within the Marketing Operations team, the team does not have the MQL assignment process documented. Marketing Operations does not have access to Salesforce. The sales team reports that they receive only 10 MQLs in a week. The Marketing team shows on average 50 MQLs in a week. The Sales team members do not get any MQL alert from Marketo Engage. They see the lead assignment only when the leads are assigned to "Sales Queue" on Salesforce. The Marketo Engage sync on Salesforce is properly configured and has write access to all standard objects and fields. While auditing Marketo Engage instance, the consultant finds the following issues:

? An average 40 leads are getting graduated to MQLs but not syncing with Salesforce. These records are already in Salesforce's lead object and belong to Hospitality Industry.

? The web-message field on the Marketo Engage form is not getting updated to Salesforce's Lead and Contact objects. The Marketo Engage Sync user has read and write access to "Web-Message" field on Lead, Contact, and Account objects.

Which two steps should the consultant perform to find the root cause? (Choose two.)

A.Check if Marketo's Custom Object is in place

B.Check if the Web-Message form field is mapped to Account object

C.Check if the Custom Activities are configured properly

D.Check if the Behavior Scoring is configured properly

E.Check if the Custom Sync Rule is in place

Answer: B, E

4. A company has a Contact Us form that contains a text field called "Comments" where prospects describe their needs to provide sales with context for follow-up. When this form is completed, a Marketing Qualified Lead (MQL) is generated and sent to sales. The "Comments" field is a custom text field. Leads often write lengthy descriptions that exceed 140 characters. The "Comments" field is not synced to CRM. Another field called "Notes" is synced to CRM. This is also a text field. The "Notes" field is often used by Sales and is commonly overwritten by Sales. Both Sales and Marketing agree that the "Comments" field is important and want to give the prospect space to describe their needs.

An Adobe Marketo Engage Architect needs to set up an interesting moment that is triggered upon the Contact Us form fill that contains the "Comments" value to give Sales immediate context of the inquiry.

Which two actions must the Marketo Engage Architect take to fulfill this request? (Choose two.)

Which two actions must the Marketo Engage Architect take to fulfill this request? (Choose two.)

A.Use a token in the Interesting Moment to populate info from the "Comments" field

B.Change the "Comments" field type from text to string to capture longer comments

C.Have Marketo Support re-map the "Comments" field in Marketo to the "Notes" CRM field

D.Create the "Comments" field in CRM, sync it to Marketo, and have Marketo Support remap it

E.Switch the field mapping on the Marketo form from "Comments" to "Notes"

Answer: A, D