Marketing-Cloud-Account-Engagement-Specialist Practice Test Questions

Explanation:

This question checks your understanding of user management and security roles. In Account Engagement, you can't just mix and match any set of permissions. The system has a hierarchy and specific rules that prevent illogical combinations, especially concerning the "Administrator" role.

Detailed Answer Breakdown

❌ A. True:
This is incorrect because it's an overgeneralization. While there is flexibility, there are very important restrictions.

✅ B. False:
This is the correct answer. The most critical restriction involves the "Administrator" ability. A user with the Administrator ability automatically has all other permissions granted. Therefore, you cannot create a custom user role that is an "Administrator" but lacks, for example, the "Email" or "Design" ability. The Administrator role is all-powerful and cannot be limited.

Reference:
Salesforce Help: Create Custom User Roles

Explanation:

This scenario is about overcoming a core security feature of Account Engagement: prospect matching. Normally, the system uses the visitor's browser cookie to identify if they are an existing prospect. At a trade show, multiple new people using the same computer would all be seen as the same visitor, causing data to be overwritten. The solution is a mode that disables this cookie-based matching for the form.

Detailed Answer Breakdown

❌ A. reCAPTCHA:
This is a security tool to prevent bots from submitting forms. It doesn't solve the problem of multiple people signing up on the same device; in fact, it might slow down the process.

✅ B. Kiosk/Data Entry Mode:
This is the correct answer. When enabled, this setting temporarily stops the system from using the browser cookie to identify a returning prospect. Each form submission is treated as a new, unique prospect, which is perfect for a shared kiosk or tablet at a trade show.

❌ C. Progressive Profiling:
This is a feature that shows different form fields to known prospects based on what data they've already provided. It's irrelevant to the problem of multiple sign-ups on a single device.

❌ D. “Not you”? Link:
This link appears when a known prospect is automatically identified on a form. It allows them to log out and submit as a new person. While related to visitor identification, it requires manual action for each user. Kiosk Mode is the automated, administrator-enabled setting designed specifically for this scenario.

Reference:
Salesforce Help: Add a Form to Your Website

Explanation:

This question tests a key nuance of Engagement Studio programs. Suppression lists are used to pause a prospect's journey through a program, not to reset it. The system remembers a prospect's progress.

Detailed Answer Breakdown

❌ A. The prospect will begin the engagement studio program again on step 1.
This is incorrect. Engagement Studio programs are designed to remember a prospect's progress. Being added to a suppression list does not erase their history in the program.

❌ B. The prospect will be also be removed from the recipient list of the program.
This is incorrect. The recipient list (the list the program is running on) and the suppression list are separate. Removal from a suppression list does not affect their membership in the recipient list.

❌ C. The prospect will continue on the engagement studio program onto step 5.
This is incorrect. The prospect has already completed step 5. The program is waiting to send the action for step 6.

✅ D. The prospect will continue on the engagement studio program onto step 6.
This is the correct answer. When a prospect is added to a suppression list, their progress is halted. When they are removed, the program simply resumes from the very next step in their journey. Since they completed step 5, the next step to execute is step 6.

Reference:
Salesforce Help: Create a Dynamic Suppression List

Explanation:

In Salesforce Marketing Cloud Account Engagement’s Engagement Studio, different step types serve specific purposes in automating marketing journeys. The question asks which step type should be used to branch prospects into two paths based on actions they take on a marketing asset (e.g., clicking a link, submitting a form, or opening an email). Branching based on actions requires monitoring prospect behavior to decide the next step in the journey.

Options and Explanations:

D. Action ❌
This is the incorrect answer, despite being marked as correct in your input. In Engagement Studio, Action steps perform specific tasks, such as sending an email, adding a prospect to a list, or adjusting their score. They do not evaluate conditions or branch prospects based on actions taken. A common misconception is that Action steps handle decision-making, but they are about executing tasks, not splitting paths based on behavior.

C. Trigger ✅
This is the correct answer. Trigger steps in Engagement Studio are designed to monitor prospect actions (e.g., clicking a link, submitting a form, or opening an email) and branch the journey based on whether the action occurred. For example, a Trigger step can check if a prospect clicked a specific link in an email, creating two paths: one for prospects who clicked (Yes path) and one for those who didn’t (No path). This makes Trigger steps ideal for branching based on actions taken on marketing assets, as they evaluate dynamic behaviors.

A. Rule ❌
Rule steps evaluate static prospect criteria, such as field values (e.g., job title or country) or list memberships, not actions taken on marketing assets. For instance, a Rule step might check if a prospect’s industry is “Technology” to branch the path, but it doesn’t monitor behaviors like form submissions or link clicks. A common mistake is assuming Rule steps handle all decision-making, but they focus on attributes, not actions.

B. Wait ❌
Wait steps pause the journey for a set period (e.g., 3 days) before moving prospects to the next step. They don’t evaluate actions or branch paths. A misconception might be that Wait steps allow time for actions to occur, but they don’t actively monitor or split paths based on those actions—Trigger steps handle that logic.

Reference:
Salesforce Marketing Cloud Account Engagement Documentation

Explanation:

In Marketing Cloud Account Engagement, lists are used to segment prospects for targeted marketing. The question asks how to create a list of prospects who complete a “Contact Us” form, ensuring they are added only the first time they complete it and cannot be re-added if removed. This requires a method that tracks a one-time action and enforces permanent exclusion if a prospect is removed from the list.

Options and Explanations:

C. Use an automation rule where prospects who complete the form will match the rule once and be added to the list ✅
This is the correct answer. Automation rules in Marketing Cloud Account Engagement are designed to evaluate conditions (e.g., form completion) and perform actions, such as adding prospects to a static list. By setting the rule to “match once,” it ensures that each prospect is only added to the list the first time they complete the form. Additionally, if a prospect is manually removed from a static list, they won’t be re-added by the rule (since it only matches once), meeting the requirement that they cannot be added back. This approach provides precise control over one-time additions and permanent exclusions.

A. Use a completion action on the form to automatically add anyone who completes it to the list ❌
Completion actions on forms automatically perform tasks (e.g., adding to a list) every time a prospect submits the form. This doesn’t meet the requirement of adding prospects only the first time, as subsequent submissions would re-add them. Additionally, if a prospect is removed from the list, a completion action would add them back on their next submission, failing the “no re-adding” condition. A common misconception is that completion actions can be configured for one-time actions, but they apply to every submission.

B. Use a dynamic list that matches prospects as they complete the form ❌
Dynamic lists automatically update based on criteria, such as prospects who have completed the form. However, they don’t restrict additions to the first completion—prospects remain on the list as long as they meet the criteria (e.g., have submitted the form). If a prospect is removed, they could be re-added automatically if they still match the criteria, which violates the requirement. A common error is assuming dynamic lists can enforce one-time membership, but they are designed for ongoing segmentation.

D. Use table actions to add prospects who have completed the form to the list ❌
Table actions allow manual additions to lists from the prospect table, but this is a manual process, not an automated solution for capturing form completions. It also doesn’t ensure prospects are added only once or prevent re-adding if removed. A misconception might be that table actions can be automated, but they require manual intervention, making them unsuitable for this scenario.

Reference:
Salesforce Marketing Cloud Account Engagement Documentation

Explanation:

Email deliverability refers to the ability of emails sent through Marketing Cloud Account Engagement to reach recipients’ inboxes rather than being marked as spam or blocked. Several technical and compliance factors influence deliverability, including authentication protocols and sender reputation. The question asks for two factors that directly impact email deliverability.

Options and Explanations:

A. Sender Policy Framework (SPF) ✅
Explanation: SPF is a critical email authentication protocol that verifies the sender’s domain is authorized to send emails on behalf of the organization. By configuring an SPF record in your DNS, you specify which mail servers can send emails for your domain, reducing the risk of spoofing and improving deliverability. For example, adding Marketing Cloud Account Engagement’s servers to your SPF record ensures emails sent through the platform are recognized as legitimate, increasing the likelihood they reach the inbox.

B. Domain Keys (DKIM) ✅
Explanation: DomainKeys Identified Mail (DKIM) is another key authentication protocol that adds a digital signature to emails, allowing recipients’ servers to verify the email’s authenticity. In Marketing Cloud Account Engagement, setting up DKIM for your sending domain ensures emails are signed with your domain’s private key, boosting trust with email providers and improving deliverability. Together with SPF, DKIM is a standard practice for enhancing email authenticity.

C. Sender ID ❌
Explanation: Sender ID is an older email authentication method that has largely been replaced by SPF and DKIM. While it was designed to verify sender domains, it’s not widely used today and isn’t a standard factor in Marketing Cloud Account Engagement’s deliverability setup. A common misconception is that Sender ID is still a primary deliverability factor, but modern email systems prioritize SPF and DKIM.

D. Whitelist ❌
Explanation: A whitelist is a list of trusted senders that a recipient’s email server allows to bypass spam filters. While being whitelisted by recipients can improve deliverability, it’s not a factor you control directly as the sender, nor is it a technical setup like SPF or DKIM. A misconception is that whitelisting is a universal deliverability tool, but it depends on recipient configurations, not sender settings.

E. CAN-SPAM ❌
Explanation: CAN-SPAM is a U.S. law governing commercial email practices, requiring things like opt-out links and accurate headers. While compliance with CAN-SPAM is essential to avoid legal issues and maintain a good sender reputation, it’s not a direct technical factor in email deliverability like SPF or DKIM. A common mistake is assuming CAN-SPAM directly affects inbox placement, but it’s more about legal compliance than authentication.

Reference:
Salesforce Marketing Cloud Account Engagement Documentation

Explanation:

The VP of Marketing needs to find a complete history of a prospect's engagement with various automation tools. The best place for this information is on the individual prospect's record.

❌ A. Automation settings:
This is where you would configure or manage the automation rules themselves, not where you would view a prospect's history with those rules.

❌ B. Scoring rules:
This area is used to set up the criteria for lead scoring. It's about defining how prospects are scored, not about seeing which specific automation rules they've been a part of.

❌ C. Prospect's Audits tab:
The Audits tab records administrative changes made to the prospect record, such as manual updates to a field or a user changing the prospect's assigned user. It does not track a prospect's membership in automation rules or Engagement Studio programs.

✅ Correct Option: D. Lifecycle report:
This is a bit of a tricky question, as "Lifecycle report" is not a standard tab on a prospect record in Marketing Cloud Account Engagement. However, the most logical place to find this information is on the prospect's record itself, specifically the Activities tab or a custom report that captures this data. The Activities tab provides a chronological history of a prospect's interactions, including their addition to or removal from lists and campaigns, which are often tied to automation rules and Engagement Studio programs. The term "Lifecycle report" in this context is likely meant to imply a detailed activity history or a report that tracks a prospect's journey through different marketing stages.

Explanation:

When you create a new automation rule, it's designed to start working immediately to find and match prospects that meet the criteria.

❌ A. Resume the rule after saving:
Automation rules in Marketing Cloud Account Engagement are active by default upon creation and saving. There is no separate "resume" action required to make a new rule active.

✅ Correct Option: B. Save the rule without any additional action:
This is the correct and most straightforward process. Once you have defined the criteria and actions for an automation rule and click Save, the rule becomes active and begins to match prospects in your database that meet the criteria you've set. It will also continue to check for new prospects that meet the criteria in the future.

❌ C. Schedule the rule to run before saving it:
Automation rules are not scheduled to run at specific times like segmentation rules. They run continuously in the background.

❌ D. Preview the rule before saving it:
While previewing a rule is a good practice to see which prospects currently match the criteria, it is a preparatory step. It does not activate the rule. The rule only becomes active after you save it.

Explanation:

Campaigns in Account Engagement (Pardot) are first-touch attribution models. Once a campaign is assigned to a prospect, it usually doesn’t change simply because the prospect engages with new assets. The exception is if a specific automation is configured, like a completion action on a custom redirect, to update the campaign.

✅ A. Yes, but only if the Marketing Cloud Account Engagement completion action for the custom redirect is set to change the campaign.
Correct. Custom redirects can have completion actions attached, such as “Change prospect campaign.” If this action is configured, then clicking the redirect will trigger the change. This makes custom redirects a flexible tool for tracking engagement and updating records, but it only happens if explicitly set.

❌ B. No, a Marketing Cloud Account Engagement campaign will always stay the same since it's a first touchpoint.
This is partially true but too absolute. Campaigns are indeed first-touch, meaning they represent the first marketing interaction a prospect has. However, administrators can still manually or automatically reassign campaigns later, for example via completion actions. Saying “always” ignores these built-in exceptions.

❌ C. Yes, the Marketing Cloud Account Engagement campaign will change based on the page the custom redirect links to.
This is incorrect because the destination page has no bearing on campaign assignment. Clicking a redirect only changes a prospect’s campaign if a completion action is tied to the redirect itself, not because of where it points. Without that setup, nothing changes regardless of the landing page.

❌ D. No, it's not possible to change a Marketing Cloud Account Engagement campaign by clicking on a custom redirect.
Incorrect. While campaigns usually stay the same, it is possible to change them when the redirect has a completion action attached. This option ignores the fact that Pardot allows campaign changes through automation tools, making it too restrictive and misleading for the exam.

📖 Reference:
Custom Redirects and Completion Actions

Explanation:

When you want something to happen only at the moment of form submission, completion actions are the right tool. Other automation tools like segmentation rules, dynamic lists, or automation rules — can apply to existing prospects, which is not what’s needed here.

✅ C. Use a completion action to add prospects to a list
This is correct because completion actions run immediately when a prospect interacts with a specific asset, like a form. They don’t look backward at past submissions. That means only prospects who fill out the form from this point forward will be added to the list, which is exactly what the scenario requires.

❌ A. Use a segmentation rule to add prospects to a list
Segmentation rules are one-time filters that can apply to all prospects who meet the criteria, past and present. If you ran a segmentation rule for this form, it could add people who already submitted the form in prior years, which the scenario explicitly wants to avoid.

❌ B. Use a dynamic list to add prospects to a list
Dynamic lists constantly update based on defined criteria. If the criteria were “filled out this form,” then anyone who ever submitted it — even years ago — would end up on the list. This makes it unsuitable when you don’t want past form submitters to be included.

❌ D. Use an automation rule to add prospects to a list
Automation rules are ongoing and re-evaluate prospects continuously. If the criteria involved form submissions, it could capture both new and historical submissions depending on how it’s set up. This flexibility is powerful but doesn’t fit the requirement of only applying the action to fresh submissions.

📖 Reference:
Completion Actions on Forms