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Marketing Cloud Account Engagement Specialist

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Marketing Cloud Account Engagement Specialist Study Checklist

  • Platform Administrator
  • Platform App Builder
  • Platform Foundations
  • Platform Developer
  • Platform Administrator II
  • Agentforce Sales Consultant
  • Agentforce Service Consultant
  • Platform Data Architect
  • Platform Development Lifecycle and Deployment Architect
  • Platform Identity and Access Management Architect
  • Platform Integration Architect
  • Platform Sharing and Visibility Architect
  • Heroku Architect
  • B2C Solution Architect
  • Experience Cloud Consultant
  • Agentforce Field Service and Operations Consultant
  • Agentforce Nonprofit Consultant
  • Data 360 Consultant
  • Omnistudio Consultant
  • CRM Analytics and Einstein Discovery Consultant
  • Platform User Experience Designer
  • Platform Strategy Designer
  • B2C Commerce Developer
  • JavaScript Developer
  • Omnistudio Developer
  • Platform Developer II
  • Marketing Cloud Engagement Administrator
  • Marketing Cloud Engagement Specialist
  • Marketing Cloud Engagement Consultant
  • Marketing Cloud Account Engagement Specialist
  • Marketing Cloud Next Consultant
  • Agentforce Sales Foundations
  • Business Analyst
  • Marketing Cloud Engagement Developer
  • Marketing Cloud Engagement Foundations
  • Agentforce Specialist
  • Agentforce Life Sciences Consultant
  • B2B Commerce Administrator AP
  • B2B Commerce Developer AP
  • Agentforce Communications AP
  • Agentforce Consumer Goods AP
  • Agentforce Financial Services AP
  • Agentforce Health AP
  • Agentforce Manufacturing AP
  • Public Sector Solutions AP
  • Revenue Cloud Consultant
  • MuleSoft Integration Foundations
  • MuleSoft Developer
  • MuleSoft Developer II
  • MuleSoft Platform Integration Architect
  • MuleSoft Platform Architect
  • Tableau Desktop Foundations
  • Tableau Data Analyst
  • Tableau Consultant
  • Tableau Server Administrator
  • Tableau Next Consultant
  • Tableau Architect
  • Slack Administrator
  • Slack Consultant
  • Slack Developer

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0/183Learned

Describe the relationship between visitors and prospects

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Anonymous visitors versus prospects

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Ways a visitor converts to a prospect

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Visitor cookies and activity carried over at conversion

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Manually associating a visitor with a prospect

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Form submissions versus conversions

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First-touch campaign and Source attribution for prospects

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Active prospects versus never-active prospects

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Visitors report views, filters and graphs

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Lifecycle report and the visitor-to-prospect funnel

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Paused prospects and excessive tracked activity

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Given a scenario, apply the appropriate plan of action using Prospect Audits

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  • Prospect audits versus activities, Updated At and Last Activity
  • Audit Source values for tracing prospect field changes
  • Audit types for conversions, campaign changes and synced data
  • Diagnosing prospect assignment and reassignment with audits
  • Tracing unexpected list membership changes with audits
  • Troubleshooting form submissions with prospect audits
  • Tracing deleted or restored prospects through audits
  • Default prospect field mappings and Account Engagement-owned fields
  • Creating custom prospect fields in Account Engagement
  • Prospect field types and their uses
  • Optional prospect field settings and their effects
  • Global field settings versus field edits on a single form
  • Mapping a custom prospect field to a Salesforce field
  • Field type and API name rules for custom field mapping
  • Prospect field sync behavior options
  • Updating existing values after a new field mapping
  • Creating and mapping custom prospect account fields
  • Salesforce connector purpose and sync cadence
  • Salesforce objects that sync with Account Engagement
  • Prospect matching by email address versus CRM ID
  • Prospect assignment and sync from Account Engagement to Salesforce
  • Salesforce connector v2 improvements and the integration user
  • Connector user access and visibility conflicts
  • Account Engagement access controls versus Salesforce sharing
  • Engagement History features on Salesforce records
  • Connected Campaigns and Salesforce campaign alignment
  • Opportunity syncing for ROI reporting
  • Paused Salesforce connector behavior
  • Troubleshooting Salesforce sync errors
  • Account Engagement recycle bin purpose and core behavior
  • Restoring assets from the recycle bin
  • Deleted items that bypass the recycle bin or cannot be restored
  • Effect of deleting a campaign or list on associated records
  • Tracking, reporting and sync impact of deleted prospects
  • Activities that automatically undelete a prospect
  • Permanently deleting prospects from the recycle bin
  • Prospects flagged crm_deleted after Salesforce record deletion
  • Hosted form versus form handler feature comparison
  • Hosted form versus form handler for a business need
  • Form Builder steps, layout templates and Advanced tab settings
  • Form field settings and validation options
  • Thank You content, Thank You code and redirects after form submission
  • Placing a hosted form on an external website
  • Linking to forms from emails instead of embedding them
  • Gating content behind an Account Engagement form
  • Progressive profiling on hosted forms
  • Kiosk / Data Entry Mode for trade shows and manual entry
  • Bot and spam protection for forms and form handlers
  • Testing hosted forms and cookie behavior
  • Form handler setup and considerations
  • Form handler activity and autoresponder throttling
  • Form Statistics table metrics
  • Single form report unique and total metrics
  • Form handler reporting metrics
  • Landing page purpose and lead generation use cases
  • Classic versus enhanced landing page experiences
  • Enhanced landing page builder components and campaign association
  • Publishing and editing enhanced landing pages
  • Stock templates versus layout templates for classic landing pages
  • Account Engagement forms embedded on landing pages
  • Total versus unique landing page metrics
  • Landing page submission rate and error rate
  • Landing page conversions versus submissions
  • Landing page report versus form report for embedded forms
  • Multivariate testing of landing page versions
  • Multivariate test report metrics
  • Form and landing page engagement metrics in Salesforce
  • Automation rule criteria, rule groups and match type logic
  • Automation rule actions and common use cases
  • Repeat Rule setting on automation rules
  • Automation rule pause, preview and resume workflow
  • Choosing among completion actions, segmentation rules, dynamic lists and automation rules
  • Static versus dynamic list membership behavior
  • Creating and populating a static list
  • Building and running dynamic list rules
  • Email Test List, Public List, CRM Visible and Archive Date settings
  • Recipient lists versus suppression lists for sends and programs
  • Choosing a static or dynamic list for a business need
  • Assets that support completion actions
  • Available completion action types and what they automate
  • Salesforce task, campaign and assignment completion actions
  • Standard versus conditional completion actions
  • Completion action execution behavior and limitations
  • Segmentation rule one-time behavior and use cases
  • Segmentation rule actions applied to matching prospects
  • Page action triggers, tracking code and page-view use cases
  • Completion actions available in page actions
  • Page action score adjustments versus default page view scoring
  • Priority pages for surfacing buying signals to sales
  • Prospect score versus prospect grade
  • Default scoring rules and activity point values
  • Editing scoring rules and the effects of rescoring
  • Adjusting prospect scores with automation tools
  • Scoring categories for multi-product scoring
  • Einstein Behavior Scoring versus rule-based prospect scoring
  • Prospect grading scale and starting grade at conversion
  • Grading profiles, criteria and the Default profile
  • Assigning profiles and matching profile criteria
  • Score and grade thresholds in a lead qualification model
  • Custom redirect tracking use cases
  • Custom redirect setup options and click-recording behavior
  • Completion actions on custom redirects and visitor conversion timing
  • Custom redirect report metrics
  • Custom redirects in a permission pass campaign
  • Email template versus list email reusability
  • Email template anatomy and required footer elements
  • Email types built from an email template and the Available For setting
  • Email template content regions for controlled editing
  • Responsive email templates for mobile readers
  • Email template drafts versus list email drafts
  • Email templates versus email content in the enhanced email experience
  • Permission-based email marketing policy
  • Matching email send types to business needs
  • Enhanced versus classic email experience
  • Sender, reply-to, subject and scheduling options for list emails
  • Recipient lists versus suppression lists in email sends
  • Variable tags versus HML merge fields for email personalization
  • Dynamic content to tailor email sections per prospect
  • Email testing options before a send
  • A/B test mechanics for list emails
  • Choosing an A/B test winning criterion
  • Automation tools that send emails to prospects
  • Activating enhanced email content for automation
  • Operational emails for critical notifications
  • Einstein features for email send timing and frequency
  • Recipient list, suppressed, unmailable and duplicate prospect counts
  • Sent, queued, failed and delivered email counts
  • Hard bounces versus soft bounces
  • HTML opens, unique HTML opens and HTML open rate
  • Open tracking accuracy and filtered email activity
  • Total clicks versus unique clicks
  • Click-through rate versus click-to-open ratio
  • Opt-out and spam complaint metrics
  • List Email report tabs and the click-through rate heatmap
  • Engagement and Activity report read-time metrics
  • Email Template report versus List Email report
  • Engagement History email metrics on Salesforce records
  • Matching an email performance problem to the metric that reveals it
  • Engagement program use cases, including a simple email series
  • Engagement program step types and their purposes
  • Engagement program action step options
  • Engagement program trigger step options
  • Engagement program rule step criteria
  • Trigger steps versus rule steps for branching
  • Landing page trigger versus form trigger for embedded forms
  • Designing yes/no branches around prospect engagement
  • Wait periods by step type
  • The end step and closing program paths
  • Recipient lists versus suppression lists in a program
  • Program start and end scheduling
  • Scheduled send dates on Send Email action steps
  • Send emails during business hours only setting
  • Engagement Studio Build, Test, Report and Activity tabs
  • Engagement program report tooltips, report cards, versions and CSV export
  • How engagement program step metrics are counted
  • Repeating engagement programs and re-entry limits
  • Engagement program limits and inactive programs
  • Prospects sharing an email address in one program
  • Pausing a running program to edit and resuming it
  • Adding and copying steps in an existing program
  • Effect of step edits on prospects already in a program
  • Deleting a step that has prospects waiting on it
  • Wait periods when a program is paused and resumed
  • Planning end steps for future program additions
  • Email templates used by Send Email steps in a program
  • Updating assets referenced by multiple program steps
  • Asset readiness and missing-asset checks when starting a program
  • Testing a program in the Test tab before starting or resuming
  • Changing the recipient lists of a running program
  • Prospect list membership changes during a running program
  • Editing re-entry settings on an active repeating program
  • Concurrent editing and edit locks on engagement programs
  • Merging prospects who are in the same engagement program

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