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Salesforce MC-201 Exam Syllabus Topics:

Section	Weight	Objectives
Topic 1: Lead Management	24%	- Explain what a Score measures and how scoring is managed - Explain what a Grade measures and how grading is managed - Explain the components and use cases of an automation rule - Define the capabilities of page actions - Identify the capabilities and use cases of custom redirects - Distinguish between the capabilities of, use cases for, and how to create different types of lists - Define the capabilities of a segmentation rule - Define the capabilities of a completion action
Topic 2: Account Engagement Forms, Form Handlers and Landing Pages	20%	- Identify the capabilities, use cases and interpret metrics of Account Engagement forms given a scenario - Identify the capabilities, use cases and interpret reporting metrics for landing pages
Topic 3: Administration	11%	- Explain the relationship between Account Engagement and Salesforce - Illustrate how to create, edit, and map fields - Describe the capabilities of the Account Engagement Recycle Bin
Topic 4: Email Marketing	20%	- Identify the capabilities and use cases for email given a scenario - Distinguish between the metrics collected in Account Engagement email reporting - Distinguish between an Email and an Email Template
Topic 5: Visitors and Prospects	8%	- Describe the relationship between visitors and prospects - Apply the appropriate plan of action using Prospect Audits given a scenario
Topic 6: Engagement Studio	17%	- Explain Engagement Program structure and capabilities - Distinguish between the components of an Engagement Program

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Salesforce Certified Marketing Cloud Account Engagement Specialist Sample Questions (Q142-Q147):

NEW QUESTION # 142
A marketing user wants to test two similar versions of an email to see which one performs better.
How should they run this test?

A. Set up an A/B test that automatically sends the two versions to a single list and then determines a winner based on clicks or opens.
B. Send the two versions to two different lists, and then compare the results to determine a winner based on clicks or opens.
C. Set up an A/B test that automatically sends the two versions to a single list and then determines a winner based on event signups.
D. Send one version to the list now, another to the same list later, and then compare the results to determine a winner based on clicks or opens.

Answer: A

Explanation:
The best way to run an A/B test in Marketing Cloud Account Engagement is to set up an A/B test that automatically sends the two versions to a single list and then determines a winner based on clicks or opens. This way, you can compare the performance of the two versions on the same audience and avoid any bias or timing issues that might affect the results. Option A is not a good way to run an A/B test because sending the same list two different emails at different times might skew the results due to factors such as email fatigue, inbox clutter, or changing preferences. Option B is not a good way to run an A/B test because event signups might not be the best metric to measure the effectiveness of an email, especially if the event is not directly related to the email content or offer. Option C is not a good way to run an A/B test because sending the two versions to two different lists might introduce variability in the results due to differences in the list composition, quality, or behavior. Reference: How to Run an A/B Test in Marketing Cloud Account Engagement: A Step by Step Guide (2022), The Basics of A/B Testing in Marketing Cloud Account Engagement - The Spot

NEW QUESTION # 143
What is required for a record in salesforce to be synced or created as a prospect record in Marketing Cloud Account Engagement?

A. Email address
B. Company
C. Phone
D. Name

Answer: A

Explanation:
The only required field for a record in Salesforce to be synced or created as a prospect record in Marketing Cloud Account Engagement is the email address. Marketing Cloud Account Engagement uses the email address as the unique identifier for prospects, so it is mandatory for any record to sync between the two platforms. Other fields, such as name, company, or phone, are optional and can be mapped between Marketing Cloud Account Engagement and Salesforce, but they are not required for the sync to happen. For more details -> 123

NEW QUESTION # 144
LenoxSoft would like to implement a re-engagement program for prospects who are no longer active on their website.
How should a Marketing Cloud Account Engagement marketer design an engagement program focused on providing exclusive offers and content to re-engage prospects?
Choose one answer

A. Create a dynamic list that matches prospects with the criteria Prospect time: last activity: greater than: 180 days ago. Schedule a list email that includes a promotional offer to auto send every Friday going forward to re-engage prospects
B. Create a dynamic list that matches prospects with the criteria Prospect time :: last activity :: greater than :: 180 days ago. Add the list as the recipient list to an engagement program that leads re-engaged prospects to a promotional offer.
C. Create an automation rule that adds prospects to a list with the criteria Prospect time :: last activity :: greater than :: 180 days ago. Add the list as the recipient list to an engagement program that leads re-engaged prospects to a promotional offer.
D. Create a segmentation list that matches prospects with the criteria Prospect time: last activity: greater than: 180 days ago. Schedule a list email that includes a promotional offer to auto send every Friday going forward to re-engage prospects.

Answer: B

Explanation:
The best way to design an engagement program focused on providing exclusive offers and content to re-engage prospects is to create a dynamic list and add it as the recipient list to an engagement program. A dynamic list is a list that automatically populates with prospects who match the criteria you set. An engagement program is a program that allows you to send automated emails to prospects based on their behavior and preferences. LenoxSoft can create a dynamic list that matches prospects who have not been active on their website for more than 180 days, and add it as the recipient list to an engagement program that leads re-engaged prospects to a promotional offer.

NEW QUESTION # 145
Creating or marking an opportunity as lost will result in the change of a prospect's score

A. False
B. True

Answer: B

Explanation:
Creating or marking an opportunity as lost will result in the change of a prospect's score. This is because opportunities are one of the factors that affect the scoring of prospects in Marketing Cloud Account Engagement. Scoring is a numerical value that indicates the level of interest or engagement of a prospect in your products or services. Scoring is based on the actions and activities of prospects, such as opening emails, clicking links, filling out forms, visiting landing pages, and creating or updating opportunities. When an opportunity is created or marked as lost, the prospect's score will change accordingly. For example, if you have a scoring rule that adds 50 points to a prospect's score when an opportunity is created, and subtracts 25 points when an opportunity is lost, then creating or marking an opportunity as lost will affect the prospect's score by those amounts.
Answer B is incorrect because creating or marking an opportunity as lost will not result in no change of a prospect's score, as explained above. Reference: Scoring, Opportunities

NEW QUESTION # 146
What is the difference between a visitor and a prospect?

A. A prospect has an identified email address, while a visitor does not have an identified email address.
B. A prospect has submitted a Marketing Cloud Account Engagement form, while a visitor has not submitted a Marketing Cloud Account Engagement form.
C. A prospect has an assigned user, while a visitor does not have an assigned user.
D. A prospect has an opportunity associated with it. while a visitor does not have an opportunity associated with it.

Answer: A

Explanation:
The difference between a visitor and a prospect is that a visitor is an anonymous person who visits your website, while a prospect is a known person who has an identified email address. A visitor becomes a prospect when they fill out a Marketing Cloud Account Engagement form, click on a tracked link in an email, or are manually imported into Marketing Cloud Account Engagement. A prospect does not necessarily have an opportunity, a Marketing Cloud Account Engagement form submission, or an assigned user, but a visitor does not have any of these either. Reference Visitors and Prospects

NEW QUESTION # 147
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