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Marketing Cloud Account Engagement Specialist

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Marketing Cloud Account Engagement Specialist Study Checklist
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Describe the relationship between visitors and prospects

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  • Anonymous visitors versus prospects
  • Ways a visitor converts to a prospect
  • Visitor cookies and activity carried over at conversion
  • Manually associating a visitor with a prospect
  • Form submissions versus conversions
  • First-touch campaign and Source attribution for prospects
  • Active prospects versus never-active prospects
  • Visitors report views, filters and graphs
  • Lifecycle report and the visitor-to-prospect funnel
  • Paused prospects and excessive tracked activity

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

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Audit Source values for tracing prospect field changes

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Audit types for conversions, campaign changes and synced data

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Diagnosing prospect assignment and reassignment with audits

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Tracing unexpected list membership changes with audits

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Troubleshooting form submissions with prospect audits

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Tracing deleted or restored prospects through audits

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  • 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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  1. Marketing Cloud Account Engagement Specialist Checklist
  3. Visitors and Prospects

Diagnosing prospect assignment and reassignment with audits

Explainer

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Practice Question

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This is one of 183 concepts on the Salesforce Marketing Cloud Account Engagement Specialist exam.

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Next conceptTracing unexpected list membership changes with audits

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  1. Marketing Cloud Account Engagement Specialist Checklist
  3. Visitors and Prospects
Diagnosing prospect assignment and reassignment with audits

Explainer

Learn More

Practice Question

Studying for this exam?

This is one of 183 concepts on the Salesforce Marketing Cloud Account Engagement Specialist exam.

Looking for practice exams? Click below to try one!

Keep going

Next conceptTracing unexpected list membership changes with audits

Explainer

Every prospect record has an audit table that logs changes to that record, including when and how the prospect was assigned or reassigned to an owner. When a prospect has the wrong owner, or an expected assignment never happened, the audit shows what changed and what caused it. Knowing how assignment actions and Salesforce sync behave then tells you what to fix.
Core information
  • Each prospect record includes an audit table that shows details about changes to the record. Each entry has a type, which says what changed, and a source, which says what caused the change.
More details and nuances
  • Assignment actions don't reassign prospects who already have an owner. If an automation rule or completion action seems to have failed to assign a prospect, check the audit for an earlier assignment.

Explainer

Every prospect record has an audit table that logs changes to that record, including when and how the prospect was assigned or reassigned to an owner. When a prospect has the wrong owner, or an expected assignment never happened, the audit shows what changed and what caused it. Knowing how assignment actions and Salesforce sync behave then tells you what to fix.
Core information
  • Each prospect record includes an audit table that shows details about changes to the record. Each entry has a type, which says what changed, and a source, which says what caused the change.
More details and nuances
  • Assignment actions don't reassign prospects who already have an owner. If an automation rule or completion action seems to have failed to assign a prospect, check the audit for an earlier assignment.