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In Adobe Marketo Engage, when a marketing manager incurs a cost for an Email Program, the best practice is to input the period cost in the program Setup tab in the month in which the cost is incurred1. In this case, the marketing manager spent $100 on stock photography for the email in January, so the period cost should be inputted in January1. This allows for accurate tracking and reporting of marketing expenses, which is crucial for budgeting and financial planning

A single opt-in process is when a person fills out a form and is automatically added to the mailing list without any further confirmation1.

An automatic opt-in process is when a person is added to the mailing list without their explicit consent, such as by pre-checking a box or by purchasing a product2.

A double opt-in process is when a person fills out a form and is then sent an email that requires a click to confirm the opt-in. This ensures that the person has given their permission and has a valid email address13.

Therefore, the correct answer is C. Double opt-in, as it matches the description of the scenario given in the question. References:

1: How to Set Up Double Opt-In (COI) - Marketo

2: Opt-In Email Marketing Benefits and Best Practices for 2024

3: Double opt in process - Marketing Nation

 Communication limits are a feature in Marketo that prevent you from over-emailing your leads by setting a maximum number of emails they can receive per day or per week. Communication limits automatically apply to all email and engagement programs, which are two types of programs that send emails to your leads. Email programs are used to send one-time or recurring emails, while engagement programs are used to send a series of emails over time based on a predefined schedule and logic. You can enable or disable communication limits for each email or engagement program by checking or unchecking the box that says “If a person has reached communication limits, block non-operational emails”. Operational emails are emails that are marked ascritical or transactional and should always be sent regardless of communication limits, unsubscribes, or marketing suspensions. Communication limits do not apply to other types of programs, such as default, event, or webinar programs, unless you use smart campaigns within those programs to send emails. Smart campaigns are a way to define the logic and actions for your marketing activities, such as sending emails, updating lead data, adding leads to lists, etc. You can enable or disable communication limits for each smart campaign by checking or unchecking the same box as above. You can also set the default behavior for smart campaigns in the Admin area, under Communication Limits. References:

Enable Communication Limits

More Than You Ever Want To Know About Communication Limits

Email Programs

Engagement Programs

Operational Emails

Smart Campaigns

A Default Program is a type of program that you can create to generate new names from a form and a local landing page1.

When a new person fills out the form, they would become a member of the program1. This means they would be added to the program’s database and receive personalized communication and offers based on the program’s criteria2.

The person would also be considered not anonymous in the Database3. This means their name and other attributes would be visible to you and your team, and you could track their interactions with the program and the campaign4.

References:

Create and measure a default program

Leverage the flexibility of default programs

Get started with Adobe Marketo Engage program templates

Create a Form

Smart Lists and Static Lists are two types of lists in Adobe Marketo Engage that allow you to segment your database based on different criteria.

Smart Lists are dynamic lists that select people based on filters that you define. For example, you can create a Smart List of people who have opened an email in the last 30 days, or who have a certain job title, or who belong to a certain segment. Smart Lists are updated in real time, so whenever a person meets or no longer meets the filter criteria, they are added or removed from the list automatically.

Static Lists are static lists that are populated by list imports and flow steps. For example, you can create a Static List of people who attended a webinar, or who filled out a form, or who were manually added by you. Static Lists do not change unless you manually add or remove people from them, or use a flow step to do so. People on Static Lists remain in the list until they are removed.

Smart Lists and Static Lists have different use cases and advantages. Smart Lists are useful for creating dynamic segments that reflect the current state of your database, and for targeting people based on their behavior and attributes. Static Lists are useful for creating fixed segments that reflect a specific point in time, and for tracking the performance of specific campaigns or activities.

Smart Lists and Static Lists can also be used in different ways within Adobe Marketo Engage. Smart Lists can be used in Smart Campaign filters, triggers, and choices, as well as in email and landing page personalization. Static Lists can be used in Smart Campaign filters and choices, as well as in email and landing page personalization, but not in triggers. References:

Understanding Static Lists

Smart Lists 101: A Deep Dive into one of the most important Adobe Marketo Engage Features

In Adobe Marketo Engage, the People Performance report would be the best choice to view the number of new names generated by a program1. This report provides an overview of the peoplein your database, including new names, and can be filtered by various criteria, such as program name1. Therefore, the marketing coordinator could use this report to track the number of new names generated by their Default Program

A landing page is a web page that you create and host in Marketo Engage that allows you to capture information from visitors, such as their name, email address, or company name1.

A landing page URL is the web address that visitors use to access your landing page. By default, Marketo Engage generates a landing page URL based on the name of your landing page and the domain of your Marketo Engage instance2.

However, you can modify the landing page URL to make it more SEO friendly, descriptive, or consistent with your branding2.

To modify the landing page URL, you need to follow these steps23:

Go to Marketing Activities and select your program that contains the landing page you want to modify.

Select the landing page and click Landing Page Actions.

Click URL Tools and then click Edit URL Settings.

In the Edit URL Settings dialog box, you can change the following options:

Page Name: This is the part of the URL that comes after the domain name and the slash. You can enter any alphanumeric characters, hyphens, or underscores. Avoid using spaces or special characters.

Domain Name: This is the part of the URL that identifies your Marketo Engage instance. You can choose from the available domains that you have configured in your Admin settings. If you have a custom domain, you can also use it here.

SSL: This is the option to enable or disable secure HTTPS protocol for your landing page. If you enable SSL, your landing page URL will start with https:// instead of http://. This can improve the security and trustworthiness of your landing page. However, you need to have a valid SSL certificate for your domain to use this option.

Click Save to apply your changes to the landing page URL.

References: 1: Landing Pages | Adobe Marketo Engage 2: Edit Landing Page URL Settings | Adobe Marketo Engage 3: 7 Tips for Creating Landing Pages in Marketo - Sponge : Landing Pages | Adobe Marketo Engage : Edit Landing Page URL Settings | Adobe Marketo Engage : [7 Tips for Creating Landing

Demographic scoring is a type of person scoring that assigns points based on the attributes of a person, such as their job title, industry, company size, location, etc.1

Demographic scoring helps to identify the most qualified leads based on their fit for the product or service, and prioritize them for sales follow-up2

To score Vice Presidents as +10 and Executives as +20, the Adobe Marketo Engage professional would need to create a smart campaign with the following steps:

Define the smart list with the trigger Data Value Changes, and select Attribute as Job Title, and New Value as is any of Vice President, Executive3

Define the flow with the action Change Score, and select Score Type as Demographic, and Score as Add and Choice 1 as If Job Title is Vice President, then 10, and Default Choice as 204

Activate the smart campaign and monitor the results

References:

1: How to build a lead / person scoring program | Adobe Marketo Engage 2: Lead Scoring: Everything to Know About the Process Before, During, and After | Adobe for Business 3:[Smart List - Data Value Changes | Adobe Marketo Engage] 4: [Flow - Change Score | Adobe Marketo Engage]

Create an Engagement Program:

Start by creating a new Engagement Program in Marketo.

Give it a descriptive name (e.g., "Weekly Product Info Campaign").

Define the Cadence:

Choose the "Nurture" stream type.

Set the cadence to "Weekly." This ensures emails will be sent out on a regular weekly schedule.

Add the Content Assets:

Drag and drop four email assets into the stream, representing the product information you want to send each week.

Arrange the emails in the desired order (week 1, week 2, etc.).

Configure Wait Steps:

Between each email asset, add a "Wait" step.

Set the wait duration to "7 days" to create the weekly interval between emails.

Activate the Program:

Add members (your target audience) to the program.

Activate the Engagement Program to begin the automated email flow.

References:

What is Adobe Marketo Engage: https://experienceleague.adobe.com/docs/marketo/using/getting-started-with-marketo/what-is-adobe-marketo-engage.html?lang=en

Marketo Engage User Guide (Engagement Programs): (Search the document for "Engagement Programs" or "Nurture Programs") - This will have more detailed instructions.

Why this is the best approach:

Efficiency: A single stream simplifies management and tracking.

Consistency: It ensures a regular, controlled flow of information over the four-week period.

Flexibility: You can easily modify the content or cadence within the stream if needed.

To change the channel of an Event Program from Webinar to Seminar, the marketing manager needs to follow these steps:

From Marketing Activities, select the event program from the tree.

Navigate to the Setup tab.

Double-click the current Channel.

Select a new Channel from the drop-down list.

Click Save.

References: Edit an Event Channel | Adobe Marketo Engage - Experience League