Adobe AD0-E556 Exam Practice Questions (P. 5)

View Scoring Challenge video - CMO - script only (to be produced)
FADE IN:
CUSTOMER CONTACT - SCORING DILEMMA
In a virtual meeting, a marketing executive in business attire, speaks directly to the camera. The screen displays the executive’s name and title (CMO).

CMO -
It’s nice to meet you. Welcome to our growing B2B tech SaaS company. I heard you’ve spoken with the CIO. Good. Listen, I have a specific concern I’d like you to evaluate.
Marketing, my team, we’re really ramping up our demand generation activities. We have a lot of leads coming in and we are pushing over an increasing amount of marketing qualified leads to the inside sales team.
(shakes their head)
The volume we’re pushing – inside sales is just getting inundated, and they don’t know how to prioritize or who to follow up with first. My team has a lot of data and context to send over to the sales team, but it’s just too much for them to take in all at once. I don’t want us to waste these opportunities. Tell me, how can I use scoring to help with this challenge we’re in?
FADE OUT:

THE END -
At Treat Snack Inc, a company that specializes in unique local ethnic snacks, the new CMO is being bombarded by complaints from the sales team that a high volume of MQLs are being delivered to the sales team. There is no context around why they reached MQL, what it is about them, as well as what they did that caused them to MQL. The CMO decides to overhaul the entire scoring system and build a new method from scratch.
The Sales team is interviewed to understand what indicated a good person to speak with who has a high likelihood of wanting to take a meeting. The Sales team reports that their best leads have the following traits in order of priority starting with the most helpful trait:
1. People who attended a webinar on different types of treats enjoyed in different global regions
2. People who have a title of director and higher, followed by whether the account was larger than 1000 employees
3. People who work for companies that look similar to companies that they have sold to previously
4. People who have a high interest in their chocolate tasting line of products
5. People who search the web for wholesale suppliers of gourmet treats
In which order should the different types of scoring be rolled out?

A company wants to generate new leads through content syndication. The goal is not to pay for existing leads. A third-party company will send leads through an API directly to the Adobe Marketo Engage instance.
The third-party company passes the following information through the API:

First -

Last -

Email -

Person Source -

Company -

Asset Name -
An Architect needs to create a program that captures leads and evaluates if the leads are new or existing. Engagement will also be captured on all leads. Only new leads must be scored and sent a welcome email. Existing leads will then be excluded from the program and sent back through the API to the third-party company.
Which order of steps is required to build this program?

A company has the native Adobe Marketo Engage sync with Microsoft Dynamics in place. The business consistently exceeds their database limits. It needs to limit database growth and remove certain records from Marketo Engage.
Which two actions should the Marketing Operations team recommend to solve this issue? (Choose two.)

Refer to the lifecycle model above.

A company wants to increase the number of leads sent to Sales. The Sales and Marketing teams need to meet quarterly conversion rate goals. These teams use the out-of-box Adobe Marketo Engage success (only) modeler. The stages are defined as:
1. Anonymous: Leads for which web activity is tracked, but whose identity is not known yet
2. Known: Leads for which we have an email address or other information that allows us to market to them
3. Engaged: Leads that have engaged us by filling out a form, clicking a link in an email, or visiting our website at least 10 times within a week
4. Lead: Leads with scores greater than 25
5. Sales Lead: Leads with scores greater than 30
6. Opportunity: Leads that also have an opportunity attached to them
7. Won: Leads that are attached to opportunities that we have closed and Won
In a meeting to discuss how to increase the amount of sales leads, someone suggests scoring leads who have clicked a link in an email with +35 points.
As the Adobe Marketo Engage Consultant, what are the effects of the lifecycle if this suggestion is implemented? (Choose two.)