Top 30 Marketo Interview Questions & Answers on Event Program

1. What is an Event Program in Marketo?

Answer: An Event Program is a program type in Marketo specifically designed to manage and track events like webinars, trade shows, conferences, or in-person meetings. It integrates with webinar platforms and provides detailed event tracking capabilities.

2. What are the key features of an Event Program in Marketo?

Answer:

• Integration with webinar platforms like Zoom, GoToWebinar, and Webex.
• Tracks event registration, attendance, and engagement.
• Automates email workflows (e.g., invitations, reminders, follow-ups).
• Offers a registration form and customizable landing pages.

3. How does Marketo handle registration for events?

Answer:

• Marketo uses registration forms connected to the Event Program.
• Registrants are added as program members and assigned statuses (e.g., "Registered," "Attended").

4. What are Program Member Statuses in Event Programs?

Answer:

• Member statuses track a person's progress in the program (e.g., Invited, Registered, Attended, No Show).
• These statuses are customizable to fit specific event needs.

5. How do you integrate a webinar platform with an Event Program?

Answer:

• Go to Admin > LaunchPoint and add a webinar service.
• Link the Event Program to the webinar provider.
• Sync registration and attendance data between Marketo and the webinar platform.

6. What types of events can be managed using Event Programs?

Answer:

• Webinars
• Trade shows
• Conferences
• In-person meetings
• Online workshops

7. How do you send reminders for an event in Marketo?

Answer:

• Create a Smart Campaign with a trigger like "Program Status Changed to Registered."
• Use a Wait step and then a Send Email step to automate reminders.

8. What is the difference between an Event Program and an Email Program?

Answer:

• Event Programs focus on managing events and tracking registrations and attendance.
• Email Programs are for sending batch emails with A/B testing.

9. How can you track no-shows for an event?

Answer:

• Sync attendance data from the webinar platform.
• Create a Smart List to identify members with the status "No Show."

10. What are the common integrations for Event Programs?

Answer:

• Webinar platforms: Zoom, GoToWebinar, Webex.
• CRM tools: Salesforce, Microsoft Dynamics.
• Analytics tools: Google Analytics.

11. How do you set up a landing page for an Event Program?

Answer:

• Use Marketo’s Design Studio to create a landing page.
• Link the page to the Event Program for tracking registrations.

12. How do you automate follow-up emails for attendees?

Answer:

• Create a Smart Campaign with the trigger "Program Status Changed to Attended."
• Use a Send Email step to send follow-ups.

13. How do you measure the success of an Event Program?

Answer: Track metrics like registrations, attendance, engagement, and conversions using the Program Performance Report.

14. Can you assign scores to event attendees?

Answer: Yes, use a Smart Campaign to assign scores based on statuses (e.g., Attended = +10, No Show = -5).

15. What is the difference between Event Partners and Event Actions?

Answer:

• Event Partners: Webinar or event platforms integrated with Marketo.
• Event Actions: Actions performed in the program, like syncing attendees or updating statuses.

16. How does Marketo handle time zones for events?

Answer:

• Marketo allows you to specify event times in the local time zone.
• It converts and displays times based on the recipient’s time zone for reminders.

17. Can you create recurring events in an Event Program?

Answer: No, each Event Program is designed for a single event. For recurring events, create separate programs or use Smart Campaigns.

18. How do you prevent duplicate registrations?

Answer:

• Use a Smart Campaign to check if the lead is already registered before processing the form submission.
• Update the form to prevent duplicate entries.

19. How does an Event Program integrate with Salesforce?

Answer:

• Sync member statuses with Salesforce Campaigns.
• Update lead/contact records with registration and attendance data.

20. How do you customize member statuses in an Event Program?

Answer:

• Navigate to the program’s Setup tab.
• Edit or add custom member statuses based on your event requirements.

21. How do you set up an RSVP for an Event Program?

Answer: Use a form with "Yes" or "No" options and update the member status based on the response.

22. What is the benefit of using tokens in Event Programs?

Answer: Tokens simplify personalization and allow dynamic content in emails and landing pages.

23. How do you handle last-minute event registrations?

Answer: Set up a Smart Campaign to process late registrations and send reminders immediately.

24. How do you ensure email compliance in an Event Program?

Answer:

• Include an unsubscribe link in all emails.
• Ensure GDPR-compliant opt-in processes.

25. How do you measure engagement during an event?

Answer: Use webinar platform analytics to track participation, poll responses, and Q&A engagement.

26. How do you integrate event data into lead scoring models?

Answer: Create scoring rules in Smart Campaigns to assign points for registrations and attendance.

27. Can Event Programs manage hybrid events?

Answer: Yes, by creating separate workflows for in-person and virtual attendees.

28. How do you segment event audiences in Marketo?

Answer: Use Smart Lists with criteria like geography, job title, or past engagement.

29. What are the challenges of managing an Event Program?

Answer:

• Data syncing issues with webinar platforms.
• Tracking no-shows effectively.
• Ensuring timely communication.

30. Can you create surveys within an Event Program?

Answer: No, Marketo does not natively support surveys. Use third-party tools like Google Forms or Qualtrics and integrate them into the program