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What is the Marketo Database?
Answer: The Marketo Database is a centralized repository that stores all lead and account information, including activity logs, lead attributes, and engagement history, used for campaign management and analytics.
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What is the difference between a Lead and a Contact in Marketo?
Answer:
- Lead: A potential customer who has shown interest but hasn't been qualified.
- Contact: A lead that has been qualified and is typically managed by the sales team.
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How do you import data into the Marketo Database?
Answer:
- Navigate to Lead Database > Import List.
- Upload a CSV file containing lead details.
- Map the fields to ensure data integrity.
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How do you ensure data quality during lead imports?
Answer:
- Validate the CSV file for errors or missing values.
- Use consistent field names and formats.
- Set up field normalization rules in Admin > Field Management.
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What is a Smart List in Marketo?
Answer: A Smart List dynamically filters leads in the database based on defined criteria (e.g., location, behavior, demographics).
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What is the difference between a Smart List and a Static List?
Answer:
- Smart List: Dynamic and updates automatically based on criteria.
- Static List: Fixed and does not update automatically.
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How do you deduplicate leads in Marketo?
Answer:
- Use Merge Leads in the Lead Database.
- Leverage third-party tools like RingLead or DemandTools for bulk deduplication.
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What is the primary identifier for leads in Marketo?
Answer: The email address is the primary identifier for leads in Marketo.
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How do you handle invalid or outdated email addresses in Marketo?
Answer:
- Use a Smart List to filter out hard bounces and invalid emails.
- Update or suppress these leads from future campaigns.
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What is a Segmentation in Marketo?
Answer: Segmentation divides the database into specific groups based on criteria like geography, industry, or behavior, allowing for personalized content delivery.
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How does Marketo handle duplicate records?
Answer: Marketo flags duplicate records but does not merge them automatically. Manual merging or third-party tools are required.
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How do you archive old leads in Marketo?
Answer:
- Create a Smart List to identify inactive leads.
- Use the "Change Program Status" flow step to move them into an archived status.
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What is a Person Score in Marketo?
Answer: Person Score is a lead scoring mechanism that assigns points based on a lead’s behavior and engagement, helping to prioritize sales efforts.
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How do you update lead information in bulk?
Answer:
- Use a Smart Campaign with the Change Data Value flow step.
- Import a list with updated values.
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What is the purpose of Field Management in Marketo?
Answer: Field Management allows admins to create, update, and map fields used for storing lead or account information.
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What are System Fields in Marketo?
Answer: System Fields are predefined fields that store critical information like Email Address, Created Date, and Unsubscribed Status.
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How do you create a custom field in Marketo?
Answer: Go to Admin > Field Management, click New Custom Field, choose a field type (e.g., text, number), and assign a name.
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What is the role of Data Normalization in Marketo?
Answer: Data normalization standardizes values in fields like job titles or country names to ensure consistency and accuracy.
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How do you suppress leads in a campaign?
Answer:
- Use a Smart List with suppression criteria (e.g., unsubscribed, blacklisted).
- Exclude this Smart List in the campaign settings.
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How do you clean up your Marketo Database?
Answer:
- Remove invalid or inactive leads.
- Merge duplicates.
- Normalize data fields.
- Archive outdated programs and lists.
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What is a Lifecycle Status in Marketo?
Answer: Lifecycle Status tracks a lead’s journey through stages like MQL, SQL, and Opportunity.
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How do you track lead activity in Marketo?
Answer: Use the Activity Log to view actions like email opens, clicks, form submissions, and web page visits.
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What is a Smart Campaign in Marketo?
Answer: A Smart Campaign automates workflows like sending emails, updating lead data, or triggering notifications based on specific criteria.
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How do you remove a lead from the Marketo Database?
Answer:
- Use the Delete Lead action in the database.
- Ensure you have the necessary permissions to delete leads.
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What is the role of Munchkin Tracking in the Marketo Database?
Answer: Munchkin Tracking records website activities and integrates them into the lead’s engagement history.
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How do you handle GDPR compliance in the Marketo Database?
Answer:
- Use fields to track consent and preferences.
- Suppress leads without valid opt-ins.
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How do you use filters in a Smart List?
Answer: Filters define criteria for lead segmentation (e.g., Opened Email, Visited Web Page).
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What is the difference between Member Status and Program Status?
Answer:
- Member Status: A lead’s specific status within a program.
- Program Status: Tracks the overall progress of leads in the program.
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How do you set up a suppression list?
Answer: Create a Static List or Smart List and exclude it in campaigns.
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How do you export data from the Marketo Database?
Answer: Select a list, click Export List, and download the file in CSV format.
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What is the purpose of Marketo's Email Suspended field?
Answer: It indicates that an email has been temporarily blocked due to a previous delivery failure.
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What are Engagement Scores in Marketo?
Answer: Engagement Scores measure lead interaction levels with campaigns, helping prioritize outreach.
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What is the difference between Marketing Suspended and Unsubscribed?
Answer:
- Marketing Suspended: Temporarily excludes a lead from marketing activities.
- Unsubscribed: Permanently excludes a lead from receiving emails.
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How do you create a segmentation in Marketo?
Answer:
- Navigate to Database > Segmentation.
- Define rules for each segment.
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What is an Engagement Program?
Answer: A program designed to nurture leads over time with automated, personalized content.
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What are Operational Campaigns in Marketo?
Answer: Campaigns that perform backend operations like data updates and lead management.
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How do you create a dynamic list in Marketo?
Answer: Use a Smart List to automatically update based on filters.
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How do you track email performance in the database?
Answer: Use the Email Performance Report to monitor metrics like open rates, click rates, and bounces.
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What is Lead Partitioning in Marketo?
Answer: Divides the database into segments for different business units, ensuring data segregation.
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How do you archive a Static List?
Answer: Move the list to an Archive Folder in the database.
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How do you update lead fields programmatically?
Answer: Use APIs or Webhooks to update lead fields dynamically.
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What is Revenue Cycle Model in Marketo?
Answer: A visual representation of the lead lifecycle, showing lead progression and bottlenecks.
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How do you handle duplicate email addresses in the database?
Answer: Use Smart Lists to identify and merge duplicate records.
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How do you manage bounces in the database?
Answer:
- Filter hard bounces using a Smart List.
- Suppress bounced leads from campaigns.
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How do you create a Global Suppression List?
Answer: Build a Smart List with exclusion criteria and apply it across all campaigns.
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How does Marketo ensure data integrity?
Answer: Through features like field mapping, validation rules, and normalization campaigns.