Salesforce Certified Marketing Cloud Account Engagement Specialist Practice Test - Questions Answers, Page 30

In Engagement Studio programs within Pardot, the paths that prospects take can be defined by various triggers based on their actions or statuses. The following are valid triggers:

List membership: This trigger checks if the prospect belongs to a specific list, allowing for tailored engagements based on list segmentation.

Email open: This monitors whether a prospect has opened an email, serving as a behavioral trigger for further actions.

Custom redirect click: This trigger checks if the prospect has clicked on a custom redirect link, which is often used to track engagement with specific content or calls to action. These triggers help in dynamically steering prospects through different paths based on their interactions with marketing materials.

In order to send an autoresponder email, you need to create an email template in Marketing Cloud Account Engagement and select the option ''Autoresponder emails'' under ''Available For''. An email template is a preformatted email that you can use to create and send emails quickly and easily.An autoresponder email is an email that is triggered automatically whenever a prospect engages with your marketing assets, such as filling out a form or downloading a file

A completion action is a type of action that allows marketers to define what happens after a prospect completes a specific activity, such as submitting a form, clicking a link, or opening an email. One of the capabilities of a completion action is to remove a prospect from a list. This can be useful for managing list membership, suppressing prospects from future sends, or moving prospects to different lists based on their behavior.A completion action cannot send a list email to a prospect, increase a prospect's grade, or adjust a prospect's account field2.

Reference:2: Completion Actions

A trigger step is a type of step in an Engagement Studio program that allows marketers to check whether a prospect has completed a specific activity, such as submitting a form, clicking a link, or opening an email. The trigger step that a user would place in an Engagement Studio program to look for a Marketing Cloud Account Engagement form submission that is on an Account Engagement landing page is a landing page trigger. A landing page trigger checks whether a prospect has viewed or submitted a landing page that is hosted by Marketing Cloud Account Engagement.A custom redirect trigger, a form trigger, or an activity trigger are not suitable for looking for a Marketing Cloud Account Engagement form submission that is on an Account Engagement landing page, as they either check for different types of activities, or require a different type of form or landing page3.

Reference:3: Engagement Studio Triggers

The preview matches feature in Pardot's automation rule setup is an essential tool for ensuring that the criteria set for a rule accurately targets the intended prospects. Before activating the rule, this feature allows the administrator to verify which prospects currently match the specified criteria without affecting the database or running the rule prematurely. This method is effective for refining and confirming criteria to avoid unintended targeting and to refine the selection process.

In Pardot, new custom fields for prospects are created in the Prospect Fields page under the admin settings. Once a field is created here, it can then be added to forms as needed. This process ensures that all data captured through forms is aligned with the prospect data structure already established in the system, allowing for consistent data management and integration with Salesforce CRM fields if required. This separation of field creation and form editing ensures organized management of prospect data attributes.

The HML merge field that should be included in an email to allow prospects to manage their email preferences is {{OptOut}} or {{EmailPreferenceCenter}}. The {{OptOut}} merge field inserts a link that allows prospects to opt out of receiving emails from the sender. The {{EmailPreferenceCenter}} merge field inserts a link that allows prospects to choose which types of emails they want to receive from the sender. The {{Unsubscribe}} merge field is not valid in HML, as it is only used in PML. The {{ReportSpam}} merge field is not recommended, as it can negatively affect the sender's reputation.The {{Opt_Out}} merge field is not valid in HML, as it uses an underscore instead of a camel case1.

Reference:1: HML Merge Fields

The best method to create a Marketing Cloud Account Engagement landing page that matches the exact look and feel of your website is to import a layout using a URL from your website. This method allows you to use an existing web page as a template for your landing page, and Marketing Cloud Account Engagement will automatically copy the HTML code, CSS styles, and images from the URL.You can then edit the layout as needed and add Marketing Cloud Account Engagement elements, such as forms or dynamic content

You can undelete a prospect if the deleted prospect is imported into Marketing Cloud Account Engagement with the same email address or if the deleted prospect re-converts by filling out a form with the same email address. When you delete a prospect, they are removed from your Marketing Cloud Account Engagement account, but their record is not completely erased. You can restore them by importing them again or by having them fill out a form again, which will update their existing record and undelete them. However, you cannot undelete a prospect if they visit a web page, as this will not trigger any action on their record.

Answer B is incorrect because visiting a web page will not undelete a prospect, as explained above.

Reference:Delete Prospects,Undelete Prospects