Salesforce Certified Marketing Cloud Account Engagement Specialist Practice Test - Questions Answers, Page 27

An engagement studio program is a tool that allows the Marketing Manager to create and automate a series of steps that guide prospects through a marketing journey. An engagement studio program consists of three types of elements: actions, triggers, and rules. An action is something that the program does to or for the prospect, such as sending an email, adding them to a list, or notifying a user. A trigger is something that the program checks for or waits for the prospect to do, such as opening an email, clicking a link, or submitting a form.A rule is something that the program evaluates about the prospect, such as their score, grade, or field value8

Among the possible actions that can be taken in an engagement studio program, three of them are:

Add prospect to list. This action adds the prospect to a specified list in Account Engagement.This action is useful for segmenting prospects based on their engagement or moving them to a different list for further marketing8

Send email to prospect. This action sends an email to the prospect using an Account Engagement email template.This action is useful for delivering relevant and personalized content to the prospect based on their stage in the journey8

Notify a user. This action sends an email notification to a specified user or user group in Account Engagement or Salesforce.This action is useful for alerting the sales team or other stakeholders about the prospect's engagement or readiness

Marketing Cloud Account Engagement writes to Lead and Contact records in Salesforce by default, as these are the primary objects that store prospect information.Opportunity, Account, and Case records are not written to by default, but can be synced using custom fields and connectors1.

Reference:1:Marketing Cloud vs. Marketing Cloud Account Engagement

An A/B test list send email is a type of email send that allows marketers to test different versions of an email and measure their performance based on metrics such as opens, clicks, and conversions. The winning version is the one that has the highest percentage of the selected metric.If the winning version shows the percentage by which it out-performed the other version as 0%, it means that both versions had the same performance on the selected metric, and the A/B test was a tie2. References:2: A/B Testing Your Email Sends

A lead qualification model based on implicit prospect interest and explicit information provided by prospects requires the feature of Marketing Cloud Account Engagement Score and Grade. The score is a numerical value that measures the implicit interest of a prospect based on their engagement with marketing activities, such as opening emails, clicking links, and visiting landing pages. The grade is a letter value that measures the explicit fit of a prospect based on the information they provide, such as industry, company size, and job title.By combining the score and grade, marketers can segment and prioritize their prospects more effectively3.

Reference:3: Scoring and Grading Prospects

For a Salesforce Opportunity to sync to Marketing Cloud Account Engagement, the Opportunity must have a Contact Role that is syncing to a prospect in Marketing Cloud Account Engagement. A Contact Role is a way of associating a Contact with an Opportunity, and specifying their role and level of influence in the sales process.Marketing Cloud Account Engagement uses the Contact Role to link the Opportunity to the corresponding prospect, and track their engagement and influence on the Opportunity4.

Reference:4: Opportunity Contact Roles

An autoresponder is a type of email that is automatically sent to a prospect when they perform a specific action, such as filling out a form, downloading a file, or registering for an event. To send an autoresponder, a marketer must create an email template using the classic email builder in Marketing Cloud Account Engagement. An email template is a reusable email design that can be customized with dynamic content and personalization. A test email, a one-to-one email, and a list email are not suitable for sending an autoresponder, as they are either not reusable, not automated, or not personalized.

Reference: : Create an Autoresponder Email

When a marketing user pauses an Engagement Studio program and adds a new recipient list, the newly added prospects will skip any Action steps the existing prospects have already completed, but will be evaluated on Trigger and Rule steps when the program is resumed.This is because Action steps are time-based and cannot be retroactively applied, while Trigger and Rule steps are condition-based and can be applied at any point in the program1.

Reference:1: [Engagement Studio FAQ]

The aspect of a Prospect record that represents their overall level of interest is Score. The score is a numerical value that measures the implicit interest of a prospect based on their engagement with marketing activities, such as opening emails, clicking links, and visiting landing pages. The score can increase or decrease based on the actions that a prospect takes, and can help marketers prioritize and segment their prospects.Grade, Profile, and Account are not aspects of a Prospect record that represent their overall level of interest, as they measure different attributes of a prospect, such as their explicit fit, their completeness, or their company information3.

Reference:3: Scoring and Grading Prospects

The possible explanation for the discrepancy between the total clicks and the unique clicks metrics in the report for a Marketing Cloud Account Engagement email is that prospects clicked the call-to-action link multiple times. The total clicks metric counts the total number of times that a link in an email was clicked by any prospect, regardless of how many times they clicked it. The unique clicks metric counts the number of unique prospects who clicked a link in an email, regardless of how many times they clicked it. Therefore, if a prospect clicked the same link more than once, it would increase the total clicks metric, but not the unique clicks metric.Prospects clicking the unsubscribe link, prospects being removed from the recipient list, or prospects being deleted are not possible explanations for the discrepancy, as they would not affect the click metrics4.

Reference:4: Email Metrics