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Salesforce Salesforce-Marketing-Associate Exam Syllabus Topics:

Topic
Details

Topic 1

Marketing Cloud Engagement Basics: The Marketing Cloud Engagement Basics topic discusses account structures, business units, and corresponding permission setups. It also covers application of core Marketing Cloud Engagement features for marketing campaigns, differentiating subscriber keys and contact IDs, and utilizing Salesforce resources for training and support.

Topic 2

Marketing Concepts: The topic covers sub-topics of summarizing the type of content. It also discusses how to send messages to target audience segments based on customer experience scenarios. Furthermore, the topic delves into core marketing strategy components, implementing effective email opt-in marketing campaigns, defining email campaign goals, and recalling regional privacy laws pertaining to subscriber base.

Topic 3

Data Management: The Data Management topic discusses interpreting data extensions to identify target data and summarizing data import options with associated requirements per scenarios. It also covers configuration of settings and fields when creating new data extensions.

Topic 4

Reporting and Analytics: This topic focuses on identification of data locations within Marketing Cloud Engagement. It also delves into interpreting unwanted send results and potential deliverability consequences.

Topic 5

Email Sending and Journeys: It focuses on outlining the most important configurations and activating journeys with proper entry requirements. The topic also covers sub-topics of identifying optimal journey functionality for diverse business needs, and identifying the recommended configuration and distinguishing template components from content blocks to recommend email wizard settings.

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Salesforce Certified Marketing AssociateExam Sample Questions (Q22-Q27):

NEW QUESTION # 22
Northern Trail Outfitters (NTO) decided to expand into guided outdoor tours. NTO announced this new division to its customers and encouraged them to opt-in for content regarding tours. The response was low, so NTO has continued to send tour content to its clothing audience regularly.
Why does this behavior put NTO's email sending reputation at risk?

A. Unsolicited and unwanted email typically results in lower engagement and increased complaints.
B. Implementing an address book strategy impacts deliverability on email campaigns.
C. Spam filters used by email service providers are aware of subscriber's opt-in topic areas.

Answer: A

Explanation:
Continuing to send content on tours to a segment that has not opted-in for it can lead to increased complaints and low engagement. This behavior can harm Northern Trail Outfitters' sending reputation, as unsolicited emails often result in negative interactions, including unsubscribes and spam complaints.
* Why This Puts Sending Reputation at Risk: Sending irrelevant content violates email marketing best practices, increasing the likelihood of emails being flagged as spam, which can decrease overall deliverability.
* Salesforce Documentation Reference: Refer to Salesforce Marketing Cloud Deliverability Best Practices for insights on how sending unwanted content can impact deliverability.

NEW QUESTION # 23
Management at Northern Trail Outfitters wants to run a new campaign and has asked the marketing associate to prepare a data extension. Some fields match a previous data extension, but some need to be added.
How should the marketing associate create the data extension?

A. Directly modify the existing data extension and save with a new name.
B. Copy the data extension from the original campaign and modify the fields.
C. Export the data, add fields externally, and import it back into the original data extension.

Answer: B

Explanation:
To prepare a data extension for a new campaign that has some fields matching a previous data extension but also requires additional fields, the marketing associate should copy the data extension from the original campaign and then modify the fields as needed. This approach allows the associate to retain the structure and settings of the original data extension while making necessary adjustments for the new campaign, ensuring efficiency and consistency in data management practices.

NEW QUESTION # 24
Cloud Kicks recently sent a flash sale email to a data extension containing 1,300 subscribers. The email tracking report shows the email was only sent to 950 subscribers.
What caused the discrepancy?

A. The data extension was not marked as sendable.
B. The personalization string in the email was written incorrectly.
C. An exclusion list was applied at send time.

Answer: C

Explanation:
In Salesforce Marketing Cloud, exclusion lists are used to suppress specific contacts from a send. If Cloud Kicks applied an exclusion list, it would prevent certain subscribers from receiving the email, which would explain why only 950 out of 1,300 subscribers received it. The exclusion list may contain subscribers who have opted out, unsubscribed, or were otherwise flagged to be excluded from this particular email.
* Using Exclusion Lists: Exclusion lists are managed at the send time and are often used for regulatory compliance or to manage email fatigue.
* Salesforce Documentation Reference: See Exclusion List Management for guidance on how exclusion lists impact email sends.

NEW QUESTION # 25
The marketing team at Northern Trail Outfitters is launching a reengagement program in an effort to regain some of its lapsed subscribers. They target a part of their lapsed subscriber suppression list and, after the first attempt, the bounce rate is higher than normal.
What is causing the deliverability issue?

A. Customers had previously unsubscribed from All Subscribers.
B. Email addresses have been flagged by List Detective.
C. Email addresses no longer exist with the service provider.

Answer: C

Explanation:
When Northern Trail Outfitters' marketing team experiences a higher than normal bounce rate while launching a reengagement program targeting a segment of their lapsed subscriber suppression list, the deliverability issue is likely caused by the email addresses no longer existing with the service provider. This situation is common in reengagement campaigns targeting subscribers who have not interacted with the brand for an extended period, leading to outdated or abandoned email accounts.
Maintaining an up-to-date and clean email list is crucial for effective deliverability and avoiding unnecessary bounces. Regularly cleansing the email list and removing non-existent or inactive email addresses can help mitigate these issues and improve the overall success of reengagement efforts.
References: Salesforce Marketing Cloud documentation on email deliverability and list management emphasizes the importance of list hygiene and the impact of outdated email addresses on campaign performance and sender reputation.

NEW QUESTION # 26
The marketing team at Northern Trail Outfitters wants to include a subscriber's local weather conditions in the subject line of their email campaigns. This information is stored in the data extension used for sending.
Which feature should an associate utilize?

A. Personalization Strings
B. Filter Activity
C. Decision Splits

Answer: A

Explanation:
Personalization strings in Salesforce Marketing Cloud are used to dynamically insert content, such as subscriber-specific data, into emails. For including a subscriber's local weather conditions in the subject line of email campaigns, personalization strings can be utilized to reference the relevant data stored in the data extension used for sending the email. This allows each email subject line to be customized with the specific weather conditions relevant to each subscriber, enhancing the personalization and relevance of the campaign.

NEW QUESTION # 27
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