-
What is the role of a Marketo Admin?
Answer: A Marketo Admin manages and maintains the Marketo platform, ensures data integrity, oversees user permissions, configures integrations, and supports the marketing team in executing campaigns.
-
How do you manage user permissions in Marketo?
Answer: Use Admin > Users & Roles to create roles, assign permissions, and invite users based on their job functions (e.g., marketing team, analytics, sales).
-
What are Workspaces and Partitions in Marketo?
Answer:
- Workspaces: Separate environments for managing assets and campaigns.
- Partitions: Segmented lead databases for specific business units or regions.
-
How do you create a new workspace in Marketo?
Answer: Navigate to Admin > Workspaces & Partitions, add a new workspace, assign partitions, and configure access.
-
What are the default lead fields in Marketo?
Answer: Fields like First Name, Last Name, Email Address, Company, Job Title, and Lead Source are default fields in Marketo.
-
How do you create a custom field in Marketo?
Answer: Go to Admin > Field Management, click New Custom Field, choose the field type, and assign a name.
-
What is the purpose of Munchkin Tracking in Marketo?
Answer: Munchkin Tracking tracks website visits and lead activities to provide insights into user behavior and engagement.
-
How do you generate a Munchkin tracking code?
Answer: Navigate to Admin > Munchkin to generate and copy the Munchkin code, then add it to your website.
-
What is the difference between a Smart List and a Static List?
Answer:
- Smart List: Dynamic, based on criteria.
- Static List: Fixed, requires manual or imported updates.
-
How do you set up CRM integration with Marketo?
Answer:
- Go to Admin > LaunchPoint.
- Add a service for your CRM (e.g., Salesforce).
- Configure the sync settings and user permissions.
-
How does the Marketo-Salesforce sync work?
Answer: The sync is bidirectional, updating leads, contacts, accounts, and opportunities every 5 minutes.
-
What is the purpose of the Re-Marketing List?
Answer: It targets leads who previously engaged with campaigns for re-engagement.
-
How do you handle duplicate leads in Marketo?
Answer:
- Use Merge Leads in the database.
- Leverage third-party tools like RingLead or DemandTools.
-
How do you set up SPF and DKIM for email deliverability?
Answer:
- Access Admin > Email Settings.
- Add the provided DNS records to your domain host.
-
What is the difference between Program Tokens and Lead Tokens?
Answer:
- Program Tokens: Apply to a specific program.
- Lead Tokens: Personalize content using lead attributes.
-
How do you create a new tag in Marketo?
Answer: Navigate to Admin > Tags, click New Tag, and define the values for segmentation and reporting.
-
What is the importance of Field Mapping in Marketo?
Answer: Field mapping ensures data consistency between Marketo and integrated systems like CRMs.
-
How do you import leads into Marketo?
Answer:
- Go to Lead Database.
- Use Import List to upload a CSV file with required fields.
-
How do you ensure data security in Marketo?
Answer:
- Enable Single Sign-On (SSO).
- Restrict user permissions.
- Regularly audit user activity.
-
How do you set up default time zones in Marketo?
Answer: Configure time zones under Admin > Location Settings to ensure consistency across campaigns.
-
What are the steps to enable GDPR compliance in Marketo?
Answer:
- Use double opt-in processes.
- Enable Unsubscribe and Do Not Track features.
- Configure consent fields for leads.
-
What are Operational Emails in Marketo?
Answer: Emails sent regardless of subscription preferences, used for critical updates.
-
How do you manage unsubscribes in Marketo?
Answer: Unsubscribes are automatically excluded from future email sends, and their Unsubscribed field is set to "True."
-
What is a Program Performance Report?
Answer: A report that provides insights into program metrics like members, success rates, and ROI.
-
How do you use the Marketo Deliverability Tool?
Answer: It monitors email deliverability metrics, identifies issues, and suggests improvements.
-
How do you create a new email template?
Answer:
- Go to Design Studio.
- Click New > Email Template, then customize it using HTML or drag-and-drop tools.
-
How do you set up tokens for a program?
Answer: Access the program, navigate to My Tokens, and create tokens like or .
-
How do you schedule a campaign in Marketo?
Answer:
- Create a Smart Campaign.
- Set the audience and flow steps.
- Use the Schedule tab to define the send time.
-
How do you troubleshoot sync errors in Marketo?
Answer:
- Check the Activity Log in the Admin panel.
- Resolve field mapping issues or data validation errors.
-
How do you use Webhooks in Marketo?
Answer: Webhooks are used to integrate external applications with Marketo, sending lead data to external endpoints.
-
How do you archive old campaigns in Marketo?
Answer: Move inactive programs and assets into an Archive Folder under Marketing Activities.
-
What are Calendar Files in Marketo?
Answer: Calendar files are .ics files sent in emails, allowing recipients to add events to their calendars.
-
How do you track website activity in Marketo?
Answer: Use Munchkin tracking to capture page views, clicks, and form submissions.
-
How do you configure a Smart Campaign for lead scoring?
Answer:
- Create a Smart List with lead actions.
- Use Change Score in the flow step to assign points.
-
What is the difference between Member Status and Success Status?
Answer:
- Member Status: Tracks a lead’s stage in the program.
- Success Status: Defines the desired action or outcome (e.g., attended webinar).
-
How do you export a list of leads from Marketo?
Answer: Select the list, click Export List, and choose a CSV format.
-
What is the significance of the Lead Lifecycle Model?
Answer: It visually represents the stages leads go through, helping align marketing and sales efforts.
-
What are Static and Dynamic Tokens?
Answer:
- Static Tokens: Fixed values like webinar links.
- Dynamic Tokens: Variable values like lead names or email addresses.
-
How do you clone a program?
Answer:
- Right-click on the program.
- Select Clone and assign a new name or folder.
-
How do you ensure mobile-friendly emails in Marketo?
Answer:
- Use responsive email templates.
- Test emails on multiple devices before sending.
-
How do you manage blacklisted leads in Marketo?
Answer: Use Smart Lists to identify and exclude blacklisted leads from campaigns.
-
How do you create a suppression list?
Answer: Build a Static List or Smart List with exclusion criteria and apply it to campaigns.
-
What is the role of Revenue Cycle Explorer (RCE)?
Answer: RCE provides advanced analytics for pipeline, attribution, and program performance.
-
How do you set up Engagement Programs?
Answer:
- Create streams with content.
- Define cadence and transition rules.
- Add leads to streams using Smart Campaigns.
-
How do you integrate Marketo with Google Analytics?
Answer: Use UTM parameters in links to track campaign performance in Google Analytics.
-
How do you set up dynamic content?
Answer: Use Segmentation to define audience groups and apply dynamic content in emails or landing pages.
-
What are Email Throttling settings?
Answer: Throttling limits the number of emails sent per hour to avoid spam detection.
-
How do you create a global form in Marketo?
Answer:
- Go to Design Studio, click New Form, and configure the fields.
- Embed the form in multiple landing pages.
-
How do you manage lead duplicates during imports?
Answer: Marketo uses the email address as the primary identifier and merges duplicate leads based on this field.
-
How do you audit campaign performance?
Answer:
- Use the Program Performance Report.
- Analyze metrics like success rates, email engagement, and conversions.