Marketing-Cloud-Account-Engagement-Specialist Exam Dumps - Salesforce Marketing Cloud Account Engagement Specialist (SU24)

 Form handlers give you total control over your form’s appearance, since you can use your own HTML and CSS to design and style your forms1. Form handlers also allow you to use any custom or advanced features that Marketing Cloud Account Engagement forms may not support, such as file uploads, conditional logic, or complex validation3. Form handlers are ideal for web developers who want to have full flexibility and customization over their forms

Dynamic lists are lists that automatically add or remove prospects based on criteria that you define. Prospects can be “unmatched” from a dynamic list if they no longer meet the criteria. For example, if you have a dynamic list of prospects who have opened an email in the last 30 days, and a prospect does not open any email for 31 days, they will be removed from the list. Automation rules and segmentation rules do not “unmatch” prospects, they only apply actions to prospects that match the criteria

 Email deliverability is the measure of how successfully your emails reach the inbox of your recipients without bouncing or being marked as spam. Email deliverability depends on several factors, such as your sender reputation, your email content, and your email authentication. Two of the most important email authentication methods are Sender Policy Framework (SPF) and DomainKeys Identified Mail (DKIM). SPF is a protocol that allows you to specify which IP addresses are authorized to send emails from your domain. DKIM is a protocol that allows you to digitally sign your emails with a private key and verify them with a public key published in your domain’s DNS records. Both SPF and DKIM help prevent email spoofing and phishing, and improve your sender reputation and deliverability

The expected behavior if an automation rule is not set to repeat is that the prospect matches the criteria once and the action runs once. An automation rule is a rule that runs in the background and matches prospects based on certain criteria and performs certain actions. An automation rule can be set to repeat or not repeat, depending on whether the administrator wants the rule to run multiple times or only once on the same prospect. If the automation rule is not set to repeat, it means that the rule will only run once on each prospect who matches the criteria, and it will not run again even if the prospect matches the criteria again in the future. The other options are not the expected behavior if an automation rule is not set to repeat. The prospect cannot match the criteria multiple times and the action runs each time, as this would require the rule to be set to repeat. The action cannot run only once per day on the prospect, as this would require the rule to have a daily frequency limit. The prospect cannot match the criteria once, but the action runs multiple times, as this would require the rule to have multiple actions or a recurring action. References [Automation Rules Overview]

 The process to add a prospect who visits a pricing page to a list is to create a page action. A page action is a feature that allows you to track and act on the behavior of prospects who visit specific pages on your website, such as your pricing page, product page, or thank you page. You can use page actions to perform actions on the prospects who visit the page, such as adding them to a list, assigning them to a user, or changing their field values. You can also use page actions to customize the content or layout of the page based on the prospect’s attributes or behaviors3. To create a page action, you need to specify the URL of the page that you want to track, and the actions that you want to execute when a prospect visits the page. For example, you can create a page action that matches the URL of your pricing page, and adds the prospect to a list of pricing page visitors. 

 A prospect’s first touch campaign is the campaign that is associated with the prospect when they are created in Marketing Cloud Account Engagement. This campaign can be set using completion actions, which are actions that Marketing Cloud Account Engagement executes after a prospect successfully completes a desired activity, such as submitting a form or clicking a custom link1. Completion actions can be configured to change the prospect’s campaign to the one that is associated with the form or custom link

The three things that will affect the prospect records based on these activities are:

• Bob’s prospect record will show him clicking on the link and filling out the form. This is because when an unknown visitor fills out a form, they become a known prospect and their previous activities are tracked and associated with their prospect record1.
• Kate’s prospect record will show her clicking on the link and filling out the form. This is because Marketing Cloud Account Engagement tracks the activities of known prospects who interact with your marketing assets, such as custom redirects and forms2.
• Kate’s prospect record will have a tag of “clicked” applied to it. This is because the custom redirect has a completion action to add a tag of “clicked” to all prospects that click it, and completion actions are actions that Marketing Cloud Account Engagement executes after a prospect successfully completes a desired activity

 An engagement studio program is a tool that allows the Marketing Manager to create and automate a series of steps that guide prospects through a marketing journey. An engagement studio program consists of three types of elements: actions, triggers, and rules. An action is something that the program does to or for the prospect, such as sending an email, adding them to a list, or notifying a user. A trigger is something that the program checks for or waits for the prospect to do, such as opening an email, clicking a link, or submitting a form. A rule is something that the program evaluates about the prospect, such as their score, grade, or field value8

Among the possible actions that can be taken in an engagement studio program, three of them are:

• Add prospect to list. This action adds the prospect to a specified list in Account Engagement. This action is useful for segmenting prospects based on their engagement or moving them to a different list for further marketing8
• Send email to prospect. This action sends an email to the prospect using an Account Engagement email template. This action is useful for delivering relevant and personalized content to the prospect based on their stage in the journey8
• Notify a user. This action sends an email notification to a specified user or user group in Account Engagement or Salesforce. This action is useful for alerting the sales team or other stakeholders about the prospect’s engagement or readiness

Marketing Cloud Account Engagement offers three social posting connectors: Twitter, Facebook, and LinkedIn. These connectors allow you to create and schedule social media posts from Marketing Cloud Account Engagement and track the engagement of your prospects. Marketing Cloud Account Engagement does not offer social posting connectors for Instagram or Snapchat. References: [Social Posting], [Set Up Social Posting Connectors]

Express Export is a feature that allows you to export a list of prospects with only the default fields, such as email, name, company, score, and grade. This option is faster and simpler than the full export, which includes all the custom fields as well. You can use the Express Export option by selecting a list of prospects and clicking on the “Tools” button, then choosing “Express Export”. References: [Export Prospects], [Express Export]

The way that a marketer can avoid emailing prospects more than once in a ten day span is to use a dynamic list to create a frequency suppression list. A dynamic list is a type of list that automatically updates based on specific criteria, such as field values, activities, or scores. A frequency suppression list is a type of list that excludes prospects who have been emailed within a certain time frame, such as ten days. By using a dynamic list with a frequency suppression criteria, a marketer can ensure that they do not email prospects who have already received an email recently. Using an automation rule, a global account setting, or a segmentation rule are not ways that a marketer can avoid emailing prospects more than once in a ten day span, as they either do not create lists, do not update automatically, or do not run continuously2. References: 2: Dynamic Lists

 For a Salesforce Opportunity to sync to Marketing Cloud Account Engagement, the Opportunity must have a Contact Role that is syncing to a prospect in Marketing Cloud Account Engagement. A Contact Role is a way of associating a Contact with an Opportunity, and specifying their role and level of influence in the sales process. Marketing Cloud Account Engagement uses the Contact Role to link the Opportunity to the corresponding prospect, and track their engagement and influence on the Opportunity4. References: 4: Opportunity Contact Roles

For a Pardot form used on a computer tablet in a setting like a conference, the Kiosk/Data Entry Mode is an ideal feature to enable. This mode is specifically designed for public or shared use scenarios, where multiple individuals will be filling out the form in succession. When this mode is enabled, the form automatically resets after each submission, clearing all previously entered data and preparing the form for the next user. This ensures that each participant sees a fresh form, preventing the accidental sharing of personal information between users and facilitating a smooth data entry process in high-traffic environments.

The GoToWebinar connector is a feature that allows you to integrate Marketing Cloud Account Engagement with GoToWebinar, a web conferencing platform. With this connector, you can:

• Register prospects for GoToWebinar events from Marketing Cloud Account Engagement forms, landing pages, or completion actions.
• Automatically pull in prospects who exist in GoToWebinar but not Marketing Cloud Account Engagement and create new prospect records for them.
• Display registrations and attendance as activities on the prospect’s record and use them as criteria for segmentation, automation, and reporting. References: [GoToWebinar Connector], [Set Up the GoToWebinar Connector]

A form handler setting that allows prospects to receive multiple autoresponders from form submissions within a 24-hour period is Disable Visitor Activity Throttling and send autoresponder emails after every submission. This setting overrides the default behavior of Marketing Cloud Account Engagement, which is to throttle visitor activity and send only one autoresponder email per prospect per form per day2. This setting can be useful for forms that are used for multiple purposes, such as event registration, content download, or contact request

The best way to achieve the goal of keeping email branding consistent and allowing Marketing Cloud Account Engagement users to select the email content when building out engagement studio programs, one-to-one emails, and autoresponders is to create and publish an email template. An email template is a reusable email layout that can be used for different types of emails in Marketing Cloud Account Engagement. An email template can contain text, HTML, images, variable tags, and dynamic content. An email template can be customized to match the branding and design of the company’s website and other marketing materials. An email template can be published to make it available for use in Marketing Cloud Account Engagement1. Option B is not correct because an email template draft is a template that has not been published yet and cannot be used for emails until it is published. Option C is not correct because an operational email is a type of email that is sent to prospects regardless of their opt-in status and is used for important or transactional messages, such as invoices, receipts, or password resets. An operational email is not a reusable email layout and does not affect the branding consistency. Option D is not correct because a list email draft is an email that has not been sent yet and can be used only once. A list email draft is not a reusable email layout and does not affect the branding consistency. 

According to the Salesforce documentation, the option that adheres most closely to email sending best practices is: B) Establish a consistent, predictable cadence for your email communications. Email sending best practices are guidelines that help users to create and send effective and engaging emails to their prospects and customers. Email sending best practices can cover different aspects of email marketing, such as content, design, deliverability, and performance. One of the email sending best practices is to establish a consistent, predictable cadence for your email communications, meaning that you should send your emails at regular intervals and frequencies, and that you should align your email sends with your audience’s expectations and preferences. By establishing a consistent, predictable cadence for your email communications, you can build trust and loyalty with your subscribers, increase your open and click rates, and avoid spam complaints or unsubscribes. When possible, sending emails on Monday mornings in order to stay top of mind throughout the week, sending plain text only emails in order to increase engagement rates, or making sure that all emails have a high image-to-text ratio are not the options that adhere most closely to email sending best practices, as they are either ineffective, outdated, or detrimental options for email marketing. References: Salesforce documentation

The administrator should go to Admin-Domain Management to check if the Email Sending Domains are set up properly after updating the DNS. Email Sending Domains are domains that you can use to send emails from Marketing Cloud Account Engagement, and they require verification and authentication to ensure that your emails are delivered and not marked as spam. To verify and authenticate your Email Sending Domains, you need to update the DNS records of your domain with the values provided by Marketing Cloud Account Engagement. After updating the DNS, you can go to Admin-Domain Management and click the Verify Now button to check if your Email Sending Domains are verified and authenticated

 Drip programs are automated email campaigns that send a series of messages to prospects based on predefined criteria and triggers. You can pause and resume drip programs at any time. However, when you resume a drip program, it does not start immediately. It takes up to one hour for the drip program to resume sending emails to the prospects in the program. It does not take 5 minutes, one business day, or immediately for the drip program to start after unpausing it. References: Drip Programs, Pause and Resume Drip Programs

 To understand how many different prospects registered for their most recent webinar, LenoxSoft should review the Unique Submissions metric on the Marketing Cloud Account Engagement form report. This metric shows how many distinct prospects filled out the form, regardless of how many times they submitted it. Total Submissions shows the total number of form submissions, including duplicates. Conversions shows the percentage of form views that resulted in submissions. Total clicks shows the number of times the form was clicked, regardless of whether it was submitted or not

Marketing Cloud Account Engagement writes to Lead and Contact records in Salesforce by default, as these are the primary objects that store prospect information. Opportunity, Account, and Case records are not written to by default, but can be synced using custom fields and connectors1. References: 1: Marketing Cloud vs. Marketing Cloud Account Engagement

 According to the Salesforce documentation, the variable tag that must be included in an email to allow prospects to manage their email preferences is %%unsubscribe%% or %%email_preference_center%%. A variable tag is a placeholder that is replaced with a specific value when the email is sent. The %%unsubscribe%% variable tag is replaced with a link that allows the prospect to unsubscribe from all emails from the sender. The %%email_preference_center%% variable tag is replaced with a link that allows the prospect to opt in or out of specific email lists or categories. Either of these variable tags can be used to enable prospects to manage their email preferences, and they are required by law in some countries. %%opt_out%% or %%email_preference_center%%, %%opt_out%% report_spam%%, and %%unsubscribe%% or %%opt_out%% are not valid variable tags that can be used to allow prospects to manage their email preferences, as they are either incorrect or nonexistent. References: Salesforce documentation

According to the Salesforce documentation, the feature in Salesforce that can be enabled to show landing page engagement data on a Salesforce Campaign page layout is Engagement History. Engagement History is a feature that allows users to view and report on how prospects interact with Marketing Cloud Account Engagement marketing assets, such as emails, forms, landing pages, and custom redirects. Engagement History can be enabled for Salesforce Campaigns, Leads, Contacts, Accounts, and Opportunities, and it can display metrics such as views, clicks, submissions, and conversions. Advanced Dynamic Content, Marketing Cloud Account Engagement Activities Visualforce page, and B2B Marketing Analytics are not features that can show landing page engagement data on a Salesforce Campaign page layout, as they are related to other aspects of marketing automation, such as personalization, activity tracking, and analytics. References: Salesforce documentation

The Google Analytics connector allows Marketing Cloud Account Engagement to append UTM parameters to a prospect record. UTM parameters are tags that you can add to the end of a URL to track the source, medium, campaign, term, and content of your web traffic. By connecting Marketing Cloud Account Engagement with Google Analytics, you can automatically add UTM parameters to your Marketing Cloud Account Engagement tracked links and sync them with the prospect records. This allows you to see how your prospects are interacting with your online campaigns and measure their effectiveness

The two characteristics that must be true of the list that the prospect can view and opt out of on the Marketing Cloud Account Engagement Email Preference Center are that it is a Static List and that it is a CRM Visible List. A Static List is a list that is manually populated by the marketer or the prospect. A prospect can opt out of a Static List by clicking on the unsubscribe link in an email or by visiting the Email Preference Center and deselecting the list. A CRM Visible List is a list that is synced with a Salesforce campaign and can be viewed and reported on in Salesforce. A prospect can be removed from a CRM Visible List if they no longer meet the criteria of the Salesforce campaign, such as having a certain score or status. Option B is not correct because a Dynamic List is a list that is automatically populated by Marketing Cloud Account Engagement based on criteria that match prospect fields. A prospect cannot opt out of a Dynamic List, but they can be removed from the list if they no longer meet the criteria. Option D is not correct because a Public List is a list that is visible on the Email Preference Center and can be opted in or out by the prospect. A Public List can be either a Static List or a Dynamic List, but it is not a characteristic that affects the prospect’s removal from the list. References: Marketing Cloud Account Engagement Email Preference Center Best Practices - Salesforce Ben, Create a Custom Email Preference Center Page - Salesforce, Crafting Clear Marketing Communication with Marketing Cloud Account Engagement Email Preference Centers

Marketing Cloud Account Engagement syncs with Salesforce every 10 minutes. Marketing Cloud Account Engagement and Salesforce work together to keep data aligned between the two platforms. Some of the data that syncs bi-directionally are leads, contacts, and campaigns. Some of the data that syncs one-directionally from Salesforce to Marketing Cloud Account Engagement are accounts, opportunities, and tasks. Marketing Cloud Account Engagement syncs with Salesforce every 10 minutes by default, but you can also trigger a sync manually or by certain actions. For example, you can sync a prospect from their record in Marketing Cloud Account Engagement or Salesforce, or you can sync a group of prospects by using automation rules, segmentation rules, or imports. You can also sync a prospect by changing their Marketing Cloud Account Engagement campaign, assigned user, or email opt-out status. You can view the sync status and history on the prospect record in Marketing Cloud Account Engagement or Salesforce. For more details —> 18192021

According to the Salesforce documentation, the answer is false. There are some restrictions on how you assign custom users abilities. A custom user is a user who has a custom role assigned to them in Marketing Cloud Account Engagement. A custom role is a feature that allows users to create and assign custom permissions and access levels to other users in Marketing Cloud Account Engagement. A custom role can be created and managed by the administrator in the Admin tab in Marketing Cloud Account Engagement, and it can be assigned to new or existing users. A custom role can be assigned to a user by using different methods, such as editing an existing default role, assigning new users during the import process, or adding a batch of existing users using table actions. However, there are some restrictions on how you assign custom users abilities, such as:

• You cannot assign a custom user the ability to create or edit other users, roles, or connectors. This ability is reserved for the administrator only, and it cannot be delegated to a custom user.
• You cannot assign a custom user the ability to access or edit the data or settings of another user, unless the custom user is the manager of that user. A manager is a user who is responsible for overseeing and managing other users, and who can view and edit their data or settings. A manager can be assigned to a user in the user record, and they can have a custom role or a default role.
• You cannot assign a custom user the ability to access or edit the data or settings of a prospect, unless the custom user is the owner or the assigned user of that prospect. An owner is a user who created the prospect in Marketing Cloud Account Engagement, and who can view and edit their data or settings. An assigned user is a user who is assigned to the prospect in Marketing Cloud Account Engagement, and who can view and edit their data or settings. An owner or an assigned user can be assigned to a prospect in the prospect record, and they can have a custom role or a default role.

References: Salesforce documentation

According to the [Salesforce documentation], the best way to accomplish the scenario of sending out an email to a list of prospects that are assigned to several different sales reps, and having each prospect receive the email from their assigned rep, is to select Assigned User for the Sender of the email. This option will use the email address and name of the user who is assigned to the prospect in Salesforce or Marketing Cloud Account Engagement as the sender of the email. This way, the email will appear more personalized and relevant to the prospect, and will increase the chances of engagement and response. Selecting General User, Account Owner, or Specified User will not achieve the same result, as they will use a generic, fixed, or predefined sender for the email, regardless of the prospect’s assigned user. References: [Salesforce documentation]

The limitations of connecting Marketing Cloud Account Engagement to a Salesforce Sandbox account are: if connected to a sandbox first, when you create your production connector, all prospects will not automatically queue to sync, and Marketing Cloud Account Engagement can’t “wipe” data, so you will need to manually delete any prospects and data that is brought into your Marketing Cloud Account Engagement account from the sandbox connector before enabling the connector for your production instance. A Salesforce Sandbox account is a copy of your production environment that you can use for testing and development purposes. Marketing Cloud Account Engagement Sandboxes are test versions of a Marketing Cloud Account Engagement Business Unit that you can provision within a Salesforce Sandbox. However, Marketing Cloud Account Engagement Sandboxes have some limitations that you need to be aware of before using them. One limitation is that if you connect Marketing Cloud Account Engagement to a Salesforce Sandbox first, and then create a production connector, the prospects in your Marketing Cloud Account Engagement account will not automatically sync with the production environment. You will need to manually sync them or use an automation tool to do so. Another limitation is that Marketing Cloud Account Engagement cannot erase the data that is brought into your Marketing Cloud Account Engagement account from the sandbox connector, such as prospects, fields, and assets. You will need to manually delete them before enabling the connector for your production instance, or else you will end up with duplicate or unwanted data in your Marketing Cloud Account Engagement account1112 References: 11: Marketing Cloud Account Engagement Sandboxes: What They Can, and Can’t Do12: Use Marketing Cloud Account Engagement Sandboxes

You can use an automation rule to opt out prospects by changing their field value of ‘Do Not Email’ to ‘true’. This will prevent them from receiving any email communication from you. You cannot use an automation rule to change the field value to ‘Opt-out’, since that is not a valid option for the ‘Do Not Email’ field. You also cannot use an automation rule to opt out prospects by changing any other field value, since the ‘Do Not Email’ field is the only one that controls the opt-out status of prospects. References: [Automation Rules], [Opt Out Prospects]

 A prospect’s score is a numerical value that indicates their level of interest in your products or services. You can change a prospect’s score in two ways: using completion actions or manually. Completion actions are tasks that are performed after a prospect successfully completes a marketing element, such as a form, landing page, or custom redirect. You can use completion actions to adjust a prospect’s score based on their behavior. Manually, you can edit a prospect’s score by entering a new value in the score field on their record. You cannot change a prospect’s score using segmentation rules or profiles. References: [Scoring], Completion Actions, [Edit Prospects]

 The recommended way to accomplish sending out a new whitepaper to prospects and tracking who opens the PDF is to upload the whitepaper PDF as a content file and link to it in the body of the email. A content file is a type of file that can be uploaded and stored in the Content Builder, which is a tool that allows marketers to create and manage content assets. A content file can be linked to in the body of an email, which allows prospects to access the file by clicking the link. By linking to a content file, marketers can also track who opens the PDF, as the link will generate a tracking code that records the open activity. Uploading the whitepaper PDF as a content block, attaching it to the email, or embedding it in the email are not recommended ways to accomplish sending out a new whitepaper to prospects and tracking who opens the PDF, as they either do not allow linking, do not allow tracking, or do not display properly. References: : Content Files

A landing page without a form is the Marketing Cloud Account Engagement asset that an administrator would create to advertise an upcoming event’s schedule without requesting information from those who visit. A landing page is a web page that can display any content, such as text, images, videos, or links. A form is a web element that can collect information from visitors, such as name, email, or preferences. A landing page with a form, a landing page with a form handler, or an email template with a form embedded into the HTML are not suitable for advertising an event’s schedule without requesting information, as they all involve forms that require visitor input3. References: 3: [Landing Pages and Forms]

According to the Salesforce documentation, the actions that can be done with the gear icon on the prospect list are: B) Assign, C) Delete, and D) Edit. The gear icon is a feature that allows users to perform different actions on a prospect or a group of prospects from the Prospect List. The gear icon can be accessed from the Prospects tab in Marketing Cloud Account Engagement, and it can show different options for the selected prospect or prospects, such as assign, delete, or edit. The assign option allows the user to assign the prospect or prospects to a user, a group, or a queue. The delete option allows the user to delete the prospect or prospects from Marketing Cloud Account Engagement. The edit option allows the user to edit the prospect or prospects’ information, such as name, email, or custom fields. The copy option is not an action that can be done with the gear icon on the prospect list, as it is not an available option for the prospect or prospects. References: Salesforce documentation

 According to the Salesforce documentation, the types of fields that are not supported by the Marketing Cloud Account Engagement sync are: B) Formula fields, D) Geolocation fields, and E) Text Area (rich) fields. A Marketing Cloud Account Engagement sync is a feature that allows users to connect and exchange data between Marketing Cloud Account Engagement and Salesforce fields, such as name, email, score, or grade. A Marketing Cloud Account Engagement sync can be configured by the administrator in the connector settings, and it can be customized for different objects, fields, or actions. A Marketing Cloud Account Engagement sync can support different types of fields, such as text, number, date, checkbox, picklist, or lookup fields. However, a Marketing Cloud Account Engagement sync cannot support some types of fields, such as formula, geolocation, or text area (rich) fields. A formula field is a field that calculates a value based on a formula or an expression. A geolocation field is a field that stores the latitude and longitude coordinates of a location. A text area (rich) field is a field that allows users to enter formatted text, images, or links. These types of fields are not supported by the Marketing Cloud Account Engagement sync, as they are either incompatible, complex, or large for the data exchange. A record type field is a type of field that is supported by the Marketing Cloud Account Engagement sync, as it is a field that defines different business processes, page layouts, or picklist values for different users. A number field is also a type of field that is supported by the Marketing Cloud Account Engagement sync, as it is a field that stores numerical values. References: Salesforce documentation

A good bounce rate is less than 10%. Bounce rate is the percentage of visitors who leave a website after viewing only one page. It indicates how frequently users visit your site without interacting or exploring further. A high bounce rate may indicate that your content is unsatisfactory or poorly optimized. A low bounce rate may indicate that your content is engaging or useful. However, bounce rate can also vary depending on the industry, page type, and traffic source. For example, a blog may have a higher bounce rate than an ecommerce site, because users may only read one article and then leave. Similarly, a landing page may have a lower bounce rate than a home page, because users may be more likely to click on a call-to-action. Therefore, it is important to compare your bounce rate with industry benchmarks, page types, and traffic sources. As a general rule, a good bounce rate is around 40% or lower, while a bounce rate of 60% or higher may be an indication that you need to evaluate your page content and make it more helpful and engaging for users. For more details —> 14151617

According to the Salesforce documentation, the information that can be accessed on the Prospect List are: A) Prospect’s Name, D) Prospect’s Company, E) Prospect’s Grade, F) Prospect’s Score, and H) Date of prospect’s last activity. The Prospect List is a feature that allows users to view and manage a list of prospects in Marketing Cloud Account Engagement. The Prospect List can be accessed from the Prospects tab in Marketing Cloud Account Engagement, and it can show different columns of information for each prospect, such as name, company, grade, score, or last activity. The user can customize the columns that are displayed on the Prospect List, and they can also sort, filter, search, or export the Prospect List. The Prospect List can also show other information for each prospect, such as email address, title, date of when the prospect converted from a visitor, or custom fields, but these are not the default columns that are displayed on the Prospect List, and they need to be added by the user in the column settings. References: Salesforce documentation

The automatic workflow that can be created to prevent the unassigned prospects from getting assigned is to create an automation rule based on the prospects’ time to adjust their score to 0 if they haven’t been active in 60 days. An automation rule is a rule that runs continuously in the background and matches prospects based on the criteria you set. You can use an automation rule to perform actions on the matched prospects, such as adding them to a list, assigning them to a user, or changing their field values. However, an automation rule can only match a prospect once in its lifetime, even if the prospect meets the criteria again later. This prevents duplicate or conflicting actions from being applied to the same prospect1. Therefore, an automation rule is ideal for creating a workflow that resets the score of the unassigned prospects who have been inactive for 60 days, and prevents them from getting assigned by another automation rule that assigns prospects based on their score. To create an automation rule, you need to specify the criteria and the actions that you want to execute. For example, you can create an automation rule that matches prospects who have not been assigned to a user, have not had any activity in the last 60 days, and have a score greater than 0, and then use the action Adjust Score to set their score to 0. 

 According to the Salesforce documentation, the step type that would be used in engagement studio to add prospects to another engagement studio program’s recipient list is an action. An engagement studio program is a feature that allows users to build, test, and report on automated programs that send targeted emails and perform actions based on prospect behavior and criteria. An engagement studio program consists of steps that define the logic and flow of the program. There are three types of steps: triggers, actions, and rules. A trigger is a step that checks for a prospect’s activity, such as opening an email, clicking a link, or submitting a form. An action is a step that performs an action on a prospect, such as sending an email, adjusting a score, or adding to a list. A rule is a step that checks for a prospect’s attribute or value, such as score, grade, or field value. To add prospects to another engagement studio program’s recipient list, the user can use an action step that adds prospects to a list. The user can then use that list as the recipient list for another engagement studio program. A rule, an end, or a trigger are not the step types that would be used in engagement studio to add prospects to another engagement studio program’s recipient list, as they are related to other functions, such as checking for criteria, ending the program, or checking for activity. References: Salesforce documentation

Marketing Cloud Account Engagement forms are the best option if you need data de-duplication in the CRM, such as Salesforce. Marketing Cloud Account Engagement forms can automatically match and update existing records in the CRM based on the email address or other unique identifiers4. Marketing Cloud Account Engagement forms can also create new records in the CRM if the prospect does not exist yet4. Form handlers, on the other hand, do not have this functionality, and may create duplicate records in the CRM if the prospect already exists

The best way to have a thank you email sent after the form on the “Contact Us” page is submitted is to send it using the form’s completion actions. A completion action is an action that Marketing Cloud Account Engagement executes after a prospect successfully completes a desired activity, such as submitting a form or clicking a custom link. You can use completion actions to perform actions on the prospects who complete the activity, such as adding them to a list, assigning them to a user, or changing their field values. You can also use completion actions to send autoresponder emails, which are emails that are automatically sent to a prospect after they complete an activity. Autoresponder emails can be used to thank your prospects, confirm their actions, or provide them with additional information or content. To send a thank you email using the form’s completion actions, you need to go to Marketing > Forms > Forms > Contact Us > Completion Actions > Add New Action > Send Autoresponder Email, and select the email that you want to send. 

 According to the Salesforce documentation, the default scoring model in Marketing Cloud Account Engagement assigns points to prospects based on their activities, such as clicking a link in an email, submitting a form, or visiting a landing page. These activities indicate the level of interest and engagement of the prospects, and help prioritize them for sales follow-up. Converting a lead to a contact or sending an email to the assigned user are not activities that automatically increase the prospect’s score, unless they are customized in the scoring rules. References: Salesforce documentation

 The best way to track the number of visitors who access a file on a web page that the company does not own on the company website is to use custom redirects ©. Custom redirects are used to track links such as banner ad clicks, links to third-party sites, links on social media, and access to files hosted outside of Account Engagement. Link clicks appear as activity on a prospect’s record. Page actions (A) are not a valid option, as they are used to track and automate actions based on a prospect’s page views, not link clicks. Account Engagement form (B) is not a valid option, as it is used to capture and update prospect information, not track link clicks. Account Engagement tracking code (D) is not a valid option, as it is used to track and cookie visitors on the company website, not on a third-party site. References: Custom Redirects

 Prospects sync to your CRM when they have been assigned to a user or queue. A CRM is a customer relationship management platform that allows you to manage your sales and customer service operations. You can integrate Marketing Cloud Account Engagement with your CRM using the Salesforce connector, which allows you to sync data, activities, and campaigns between Marketing Cloud Account Engagement and Salesforce. However, not all prospects in Marketing Cloud Account Engagement are synced to Salesforce. Only prospects that have been assigned to a user or queue in Marketing Cloud Account Engagement are synced to Salesforce as leads or contacts. You can assign prospects manually, through automation rules, or through lead assignment rules.

Answer A, C, D, and E are incorrect because prospects do not sync to your CRM when they fill out a form on a landing page, when they have a lead score greater than 50, when they visit a landing page, or when they are created manually in the Marketing Cloud Account Engagement database, unless they are also assigned to a user or queue, as explained above. References: [Salesforce Connector], [Sync Prospects with Salesforce]

 You can send an automated email to a prospect after they fill out a form using either an automation rule or a completion action. An automation rule is a criteria-based action that is triggered when a prospect matches the rule. You can use an automation rule to send an email to prospects who fill out a specific form or any form. A completion action is a task that is performed after a prospect successfully completes a marketing element. You can use a completion action to send an email to prospects who fill out a particular form. You cannot use a segmentation rule to send an email, since segmentation rules are used to segment prospects into lists or update their field values. References: [Automation Rules], Completion Actions, [Segmentation Rules]

The Marketing Cloud Account Engagement function that should be used to track prospect engagement on a banner ad on a third-party site is custom redirect. A custom redirect is a feature that allows you to track and measure the click-through rate of any online marketing content, such as banner ads, social media posts, or email links. You can use custom redirects to create trackable URLs for your banner ads, and monitor how many prospects click on them. You can also use custom redirects to perform actions on the prospects who click on them, such as adding them to a list, assigning them to a user, or changing their field values

The option that accurately defines the capabilities of a segmentation rule is that segmentation rules are used to segment prospects based on their activities and demographic data. A segmentation rule is a type of rule that allows marketers to segment their prospects based on specific criteria, such as field values, activities, or scores. A segmentation rule can be used to create dynamic lists, add prospects to campaigns, or apply tags or completion actions. Segmentation rules are not used to create new forms, score and grade prospects, or assign prospects to users in Salesforce, as these are different functions that require different tools1. References: 1: Segmentation Rules

Warming up an IP address is the process of gradually increasing the volume of emails sent from a new or cold IP address to establish a good reputation with the Internet Service Providers (ISPs) and avoid being blocked or filtered as spam. Warming up an IP address has two main benefits: increasing deliverability and building up email reputation. Increasing deliverability means that your emails have a higher chance of reaching the inbox of your recipients, rather than being rejected, bounced, or sent to the spam folder. Building up email reputation means that your IP address is recognized as a legitimate and trustworthy sender by the ISPs, and that your emails are compliant with the best practices and standards of email marketing

The correct sequence of events is E C B A D. Visitors access your company website (E), a cookie is applied ©, a visitor submits a conversion form (B), the visitor is now a prospect (A), and the prospect’s activity history is available to view in Marketing Cloud Account Engagement (D)4. This is how Marketing Cloud Account Engagement tracks and captures visitor and prospect data and behavior

The best way to accomplish this scenario is to select General Address for the Custom Reply-To Address when sending the list email. This option allows the marketer to specify any email address as the reply-to address, regardless of the sender or the prospect owner. In this case, the marketer can enter bdr@lenoxsoft.com as the reply-to address, so that any prospect replies will be directed to the business development reps. Option A is not correct because selecting Specific User for the Sender will not allow the marketer to send the email on behalf of the assigned sales users, but only from a specific Marketing Cloud Account Engagement user. Option B is not correct because selecting General User for the Sender will not allow the marketer to send the email on behalf of the assigned sales users, but only from a general address that is not associated with any Marketing Cloud Account Engagement user. Option C is not correct because selecting Assigned User for the Custom Reply-To Address will not allow the marketer to direct the prospect replies to bdr@lenoxsoft.com, but only to the user who owns the prospect record. References: Email Sender Options: Leverage CRM User Lookup in MCAE (Marketing Cloud Account Engagement), How to Send an Email in Marketing Cloud Account Engagement: A Recipe | The DRIP - Salesforce Ben, Sender and Reply-To Options - Salesforce

 The best place to look on a prospect record to help determine the reason a prospect is unmailable is the Lifecycle and Profile section. This section shows the mailability status of the prospect, which can be one of the following: Mailable, Mailable - Transactional Emails Only, Undeliverable, Unmailable, or Unsubscribed4. The mailability status is determined by various factors, such as the prospect’s email opt-out preference, the do not email flag, the hard bounce or soft bounce detection, and the prospect’s location in the recycle bin5. The Lifecycle and Profile section also shows the email address, the email preference center, and the email opt-out date of the prospect, which can provide more information about the prospect’s mailability

According to the [Salesforce documentation], when a new lead record is created in Salesforce without an email address, and the Salesforce connector is set to automatically create prospects in Marketing Cloud Account Engagement, no new record will be created in Marketing Cloud Account Engagement. This is because email address is a required field for creating a prospect in Marketing Cloud Account Engagement, and without it, the lead record cannot be synced or matched with a prospect record. A visitor record is created only when a person visits a tracked web page, not when a lead record is created in Salesforce. A new account will not be created either, as accounts are synced from Salesforce to Marketing Cloud Account Engagement based on the account ID of the associated lead or contact record. A new prospect record will not be created, as explained above. References: [Salesforce documentation]

A reCAPTCHA is displayed when you did not choose to display it because Marketing Cloud Account Engagement pings a database of known spammers and when a match is found automatically displays a reCAPTCHA. This is a security measure that helps prevent spam bots from submitting your forms and creating fake prospects. You can also choose to always display a reCAPTCHA on your forms or form handlers, or to never display a reCAPTCHA on your forms.

The number that would display on the Report Card for the email send statistic is 100. This is because the Report Card shows the total number of prospects that have reached a specific step in the program, regardless of the date range that you filter by. The date range filter only affects the data that is shown in the Engagement History table, which shows the number of prospects that have taken a specific action on a specific date. Therefore, even if the user filters the program to show a date range of Tuesday through Friday of last week, the Report Card will still show that 100 emails were sent on Monday, as that is the total number of prospects that reached the first step of the program

In Salesforce Pardot’s enhanced email experience, the process to use a created email content in an engagement program requires converting the email content into an email template.

• Convert the email content record to an email template: This functionality allows marketers to leverage the rich content created in the email content record format and utilize it within the structured framework of an engagement program. The conversion process standardizes the email content into a template format, which can then be seamlessly integrated into various Pardot automation tools including engagement programs. This ensures that the aesthetic and functional integrity of the email content is maintained across different marketing campaigns and workflows.

Options such as selecting the engagement program directly from the email or activating the email for use in automation do not align with Pardot’s current capabilities regarding email integration in engagement programs, as they require the email to be in a template format to be used effectively.

According to the Salesforce documentation, the correct steps to access a Prospect Record are: B) Mouseover Prospects, C) Click Prospect List, and A) Select Prospect. A Prospect Record is a feature that shows the detailed information and activity history of a prospect in Marketing Cloud Account Engagement. A Prospect Record can be accessed from the Prospects tab in Marketing Cloud Account Engagement, and it can show different sections of information for the prospect, such as details, insights, activities, or custom fields. To access a Prospect Record, the user needs to follow these steps:

• Mouseover Prospects: The user needs to move the cursor over the Prospects tab in the navigation bar in Marketing Cloud Account Engagement. This will open a drop-down menu with different options, such as Prospect List, Add Prospect, or Import Prospects.
• Click Prospect List: The user needs to click on the Prospect List option in the drop-down menu. This will open the Prospect List page, which shows a list of prospects in Marketing Cloud Account Engagement. The user can customize, sort, filter, search, or export the Prospect List, and they can also perform different actions on the prospects, such as assign, delete, or edit.
• Select Prospect: The user needs to select the prospect that they want to access from the Prospect List. This will open the Prospect Record page, which shows the detailed information and activity history of the prospect. The user can view, edit, or update the Prospect Record, and they can also perform different actions on the prospect, such as sending an email, adding to a list, or changing the score or grade.

References: Salesforce documentation

 The main cause of a sync from Salesforce to Account Engagement is making field changes to a Lead or Contact record (D). This will trigger a sync of the updated fields to the corresponding prospect record in Account Engagement. Updating a formula field in Salesforce (A) will not cause a sync, as formula fields are not supported by Account Engagement. Updating a field on a Contact record that does not have an email address (B) will not cause a sync, as email address is a required field for syncing. Opening a one to one email © will not cause a sync, as it is not a field change event. References: What Causes a Prospect to Sync from Salesforce to Account Engagement?

In Salesforce Pardot, enhancing form security and preventing bot submissions can be effectively managed using two specific settings: reCaptcha and the Honeypot Technique.

• reCaptcha: This is a service provided by Google that helps protect websites from spam and abuse. A "CAPTCHA" is a turing test to tell human and bots apart. It is easy for humans to solve, but hard for "bots" and other malicious software to figure out. By integrating reCaptcha, forms can verify that the person submitting the form is indeed a human, thus adding a layer of security against automated attacks.
• Honeypot Technique: This is a clever and non-intrusive method of detecting bots. It involves adding an additional field to the form that is invisible to human users but visible to bots. The principle here is that while a human won’t see or interact with this hidden field, a bot will typically attempt to fill it out. When the form is submitted, if data is found in the honeypot field, the submission can be flagged as coming from a bot and thus be ignored or handled differently.

Both options are specifically tailored to enhance the security of forms in Pardot, helping to mitigate unwanted bot traffic and ensuring that engagement and leads generated are genuine.

The preview matches feature in Pardot's automation rule setup is an essential tool for ensuring that the criteria set for a rule accurately targets the intended prospects. Before activating the rule, this feature allows the administrator to verify which prospects currently match the specified criteria without affecting the database or running the rule prematurely. This method is effective for refining and confirming criteria to avoid unintended targeting and to refine the selection process.

The event that would make the Salesforce connector become unverified is the connector user’s Salesforce password was changed. A Salesforce connector is a feature that allows you to connect your Marketing Cloud Account Engagement account with your Salesforce CRM system, and enable bi-directional data sync and alignment between sales and marketing. To verify the Salesforce connector, you need to have a connector user, which is a Salesforce user that Marketing Cloud Account Engagement uses to access your Salesforce data and perform actions on your behalf. The connector user needs to have the appropriate permissions and settings in Salesforce, such as the API Enabled and Modify All Data permissions, and the security token2. If the connector user’s Salesforce password was changed, the security token would also change, and Marketing Cloud Account Engagement would not be able to authenticate with Salesforce. This would cause the Salesforce connector to become unverified, and the data sync between Marketing Cloud Account Engagement and Salesforce would stop. To fix this, you need to update the connector user’s password and security token in Marketing Cloud Account Engagement, and re-verify the Salesforce connector

According to the Salesforce documentation, the answer is true. New feature alerts can be found at the top of the dashboard. A new feature alert is a notification that informs the user about the latest features and updates that are available in Marketing Cloud Account Engagement. A new feature alert can be found at the top of the dashboard in Marketing Cloud Account Engagement, and it can show different information, such as the name, description, or link of the new feature or update. The user can click on the new feature alert to learn more about it, or to access it. The user can also dismiss the new feature alert by clicking on the X icon, or view the previous new feature alerts by clicking on the bell icon. The new feature alerts can help the user to stay informed and updated about the new features and updates that are available in Marketing Cloud Account Engagement, and to take advantage of them. References: Salesforce documentation

 When a marketer deletes a list and a prospect from Marketing Cloud Account Engagement, the list is archived to the Recycle Bin, but the two remaining prospects are not deleted. The list can be restored from the Recycle Bin within 30 days, but the deleted prospect cannot be restored unless it is manually re-imported or re-created. The two remaining prospects are still active in Marketing Cloud Account Engagement and can be found in the All Prospects list or other lists they belong to. Option A is not correct because deleting a list does not restore a deleted prospect. Option B is not correct because a list can be deleted even if it contains active prospects. Option C is not correct because deleting a list does not delete the prospects in the list. References: Marketing Cloud Account Engagement Recycle Bin 101 – Salesforce Dani, Go Green with Marketing Cloud Account Engagement’s Recycle Bin · Nebula Consulting

The two events that allow for a prospect’s Marketing Cloud Account Engagement campaign to be set are:

• When new prospects are imported into Marketing Cloud Account Engagement via a .csv file. A Marketing Cloud Account Engagement campaign is a marketing initiative that you use to track the first touch point with your prospects, such as a trade show, a webinar, or a Google Ad. You can assign a Marketing Cloud Account Engagement campaign to your prospects when you import them into Marketing Cloud Account Engagement via a .csv file, which is a file that contains the prospect data in a comma-separated format. You can use the Marketing Cloud Account Engagement campaign field in the .csv file to specify the campaign that you want to associate with the prospects, or you can use the default campaign that you select when you upload the file4.
• When the Google Analytics connector is enabled within Marketing Cloud Account Engagement, which will associate prospects with third-party campaigns. The Google Analytics connector is a feature that allows you to connect your Marketing Cloud Account Engagement account with your Google Analytics account, and sync the campaign data between them. You can use the Google Analytics connector to append UTM parameters to your Marketing Cloud Account Engagement tracked links, and associate prospects with third-party campaigns, such as Google Ads, Facebook Ads, or Twitter Ads. UTM parameters are tags that you can add to the end of a URL to track the source, medium, campaign, term, and content of your web traffic. When a prospect clicks on a Marketing Cloud Account Engagement tracked link that contains UTM parameters, Marketing Cloud Account Engagement will set the prospect’s Marketing Cloud Account Engagement campaign to the value of the utm_campaign parameter, if it exists. 

The score is a numerical value that indicates how interested a prospect is in your products or services based on their activities, such as email opens, clicks, form submissions, etc. The score helps marketers prioritize leads and identify prospects who are ready to buy. Lenoxsoft is interested in following up with IT professionals who are actively engaging with their marketing materials, so the score is the best indicator of their interest level. The grade is a letter value that indicates how well a prospect matches your ideal customer profile based on their attributes, such as industry, job title, location, etc. The grade helps marketers segment leads and target prospects who are a good fit for your business. The profile reflects Lenoxsoft’s ideal customer, but it does not show how engaged the prospect is. The campaign is the first touch point that brought the prospect to your website, such as a Google ad, an email, or a social media post. The campaign helps marketers track the source and effectiveness of their marketing channels, but it does not show how engaged the prospect is. References [Scoring and Grading Overview]

The automation tool that would best achieve this is to create a page action set to tag prospects as having viewed it and add them to a list. A page action is a feature that allows you to track and act on the behavior of prospects who visit specific pages on your website, such as your pricing page, product page, or thank you page. You can use page actions to perform actions on the prospects who visit the page, such as adding them to a list, assigning them to a user, or changing their field values. You can also use page actions to customize the content or layout of the page based on the prospect’s attributes or behaviors2. To create a page action, you need to specify the URL of the page that you want to track, and the actions that you want to execute when a prospect visits the page. For example, you can create a page action that matches the URL of your pricing page, and tags the prospect as having viewed it and adds them to a list of pricing page visitors. 

 You can delete a prospect through the prospect table actions. The prospect table is a list of all the prospects in your Marketing Cloud Account Engagement account, which you can access by navigating to Prospects > Prospect List. From there, you can select one or more prospects and click on the Tools button to see the available actions. One of the actions is Delete, which will permanently remove the selected prospects from your Marketing Cloud Account Engagement account. You can also delete a single prospect by clicking on their name and then clicking on the Delete button on their record.

Answer A is incorrect because you cannot delete a prospect through a completion action. A completion action is a task that is performed after a prospect successfully completes a marketing element, such as a form, landing page, or custom redirect. You can use completion actions to perform various actions on prospects, such as sending emails, adjusting scores, changing campaigns, or adding tags, but not deleting them. Answer B is incorrect because you cannot delete a prospect through an automation rule. An automation rule is a criteria-based action that is triggered when a prospect matches the rule. You can use automation rules to perform various actions on prospects, such as sending emails, adjusting scores, changing campaigns, or adding tags, but not deleting them. Answer C is incorrect because you can delete prospects, as explained above. References: Prospect List, [Delete Prospects], [Completion Actions], [Automation Rules]

 The automation tool that should be used to increase a prospect’s score an additional five points every time a specific form is completed is completion action. A completion action is an automated task that is triggered by a certain element in Marketing Cloud Account Engagement, such as a form, a form handler, a custom redirect, a page action, or a file download17. A completion action can perform various actions, such as adjusting score, adding to list, assigning to user, sending autoresponder email, and so on18. A completion action can be added to a form in the fourth step of the form builder tool, and it can be customized to execute only on prospects who meet specific criteria19. A completion action is not retroactive and will only apply to prospects who complete the chosen action moving forward

 One automation rule can match an individual prospect only once. An automation rule is a rule that runs continuously in the background and matches prospects based on the criteria you set. You can use an automation rule to perform actions on the matched prospects, such as adding them to a list, assigning them to a user, or changing their field values. However, an automation rule can only match a prospect once in its lifetime, even if the prospect meets the criteria again later. This prevents duplicate or conflicting actions from being applied to the same prospect

 If five prospects have completed a repeating engagement studio program twice, the number that would display on the reporting tab tooltip for the initial program step “Create Salesforce Task” is 10 (B). This is because the reporting tab shows the total number of times the step was executed, not the number of unique prospects who completed it. Since each prospect completed the program twice, the step was executed 10 times in total. The other options (A, C, D) are incorrect, as they do not reflect the total number of times the step was executed. References: Repeating Engagement Studio Flows Introduction

 When users leave the company and have assigned prospects, the best practice is to reassign all prospects in the CRM and review and modify any completion actions, automation rules, drip programs and dynamic lists that reference the user. This will ensure that the prospects are not left unattended and that the marketing activities are updated accordingly. Deleting the user from Marketing Cloud Account Engagement is not recommended as it will remove the user’s history and activity data. 

 Drip programs are automated email campaigns that send a series of messages to prospects based on predefined criteria and triggers. If a prospect is removed from a drip program, they will stop receiving any emails from that program. However, if they are added back to the same drip program, they will resume the drip where they left off, unless the drip program has been reset or modified. References: [Drip Programs], [Add Prospects to Drip Programs]

 A new automation rule does not require any additional action for prospects to begin matching that automation rule, other than saving the rule. Automation rules are active by default once they are saved, and they run every hour to match prospects based on the rule criteria. Resuming, scheduling, or previewing the rule are not actions that are required for prospects to begin matching the rule, but they are optional features that can be used to manage or test the rule. References Automation Rules Overview

A prospect is a visitor who has submitted an email address through a form or landing page on your site. This is the primary way that Marketing Cloud Account Engagement identifies and converts visitors into prospects. A prospect can also be created from an email link click, a manually entered email address, or an import.

To ensure that emails are sent at the optimal time for each prospect on a global scale, Pardot administrators should utilize the Einstein Send Time Optimization feature. This capability, part of Salesforce Pardot's Einstein suite of AI tools, leverages machine learning to analyze each prospect’s engagement history and predict the most effective time to send emails. This analysis considers various factors including past open and interaction times to tailor email delivery schedules individually. By enabling this feature, marketers can significantly increase the likelihood of their emails being opened and acted upon, optimizing campaign effectiveness across different time zones and individual prospect behaviors. This targeted approach helps in maximizing engagement by delivering emails when prospects are most likely to be attentive and responsive.

The difference between a dynamic list and a static list is that you cannot manually update list membership of a dynamic list but you can manually update list membership of a static list. A list is a collection of prospects that you can use to segment your audience, send emails, or perform other actions. A dynamic list is a list that automatically populates with prospects who match the criteria you set. A static list is a list that you manually populate with prospects or import from a file. A dynamic list is constantly updated, so prospects are added or removed from the list as they meet or no longer meet the criteria. A static list is not updated automatically, so you can add or remove prospects from the list as you wish. You cannot manually update list membership of a dynamic list, because the list is controlled by the criteria. You can manually update list membership of a static list, because the list is controlled by you

Visitors are anonymous web browsers who have interacted with your online marketing content, such as your website, landing pages, or custom redirects. Visitors are converted to prospects when they fill out a form or form handler, which captures their email address and other information. Filling out a form or form handler is the only way to convert a visitor to a prospect. Running through completion actions, matching an automation rule, or visiting a Marketing Cloud Account Engagement landing page do not convert visitors to prospects, unless they also fill out a form or form handler on those pages. References: Visitors and Prospects, Forms and Form Handlers

In Pardot, new custom fields for prospects are created in the Prospect Fields page under the admin settings. Once a field is created here, it can then be added to forms as needed. This process ensures that all data captured through forms is aligned with the prospect data structure already established in the system, allowing for consistent data management and integration with Salesforce CRM fields if required. This separation of field creation and form editing ensures organized management of prospect data attributes.

The best way to be able to track the number of visitors who access a file on a web page that the company does not own is to use a custom redirect. A custom redirect is a Marketing Cloud Account Engagement feature that allows you to track any link on your website or a third-party website and measure the clicks and conversions. You can create a custom redirect for the link to the file and use the custom redirect URL instead of the original link on your web page. This way, you can track how many visitors click on the link and access the file, and also see which prospects are interested in the file. A Marketing Cloud Account Engagement form, a Marketing Cloud Account Engagement tracking code, or a page action are not suitable for this purpose, as they are used for different scenarios. A Marketing Cloud Account Engagement form is used to collect visitor information and convert them to prospects. A Marketing Cloud Account Engagement tracking code is used to track the page views and activities of visitors and prospects on your own website. A page action is used to perform certain actions when a prospect views a specific page on your website. References Custom Redirects

 One way a sales rep can convert a visitor to a prospect is by manually associating the visitor with a prospect. A visitor is an anonymous person who visits your website, while a prospect is a known person who has an identified email address. A sales rep can use the [Visitor Activity page] in Marketing Cloud Account Engagement to see the visitors who have interacted with your website, and manually associate them with a prospect if they have an email address. This will convert the visitor to a prospect and allow the sales rep to follow up with them. The other options are not ways to convert a visitor to a prospect. Giving the visitor a phone call, increasing the visitor’s score, or walking the visitor through a demo are ways to engage with a prospect, but they do not identify the visitor’s email address or associate them with a prospect. 

The automation tool that should be used to accomplish this is creating an automation rule to register prospects based on the form submission. An automation rule is a rule that runs continuously in the background and matches prospects based on the criteria you set. You can use an automation rule to perform actions on the matched prospects, such as registering them for a webinar. For example, you can create an automation rule that matches prospects who have submitted a specific form, and then use the action Register for Webinar to register them for the webinar that is integrated with Marketing Cloud Account Engagement.

The best way to create a list that contains all prospects who complete the Contact Us form, but will later remove any prospects if they become marked as opted out, is to use a dynamic list. A dynamic list is a list that automatically adds or removes prospects based on criteria that you define. In this case, the criteria would be based on the form completion and the opt out status of the prospect. A dynamic list would also add prospects back to the list if they opt back in. The other options are not as efficient or effective as a dynamic list, as they would require manual intervention or additional automation steps

By default, Marketing Cloud Account Engagement will sync with contact accounts in Salesforce. Contact accounts are the standard account type in Salesforce, where each account can have multiple contacts related to it. Marketing Cloud Account Engagement can sync with contact accounts and their related contacts, leads, and opportunities. However, Marketing Cloud Account Engagement can also sync with person accounts in Salesforce, if they are enabled in your org. Person accounts are a special account type in Salesforce, where each account is also a contact. Marketing Cloud Account Engagement can sync with person accounts and their related opportunities, but not with leads. To sync with person accounts, you need to enable the option in the Salesforce connector settings in Marketing Cloud Account Engagement. For more details —> 121314

By default, if the information in Salesforce differs from the information in Marketing Cloud Account Engagement, the information in Salesforce will override the information in Marketing Cloud Account Engagement. This means that Salesforce is the master source of truth for most fields, and any changes made in Salesforce will overwrite the values in Marketing Cloud Account Engagement. However, this behavior can be customized for each field in Marketing Cloud Account Engagement, by choosing one of the following options: Use Marketing Cloud Account Engagement’s value, Use Salesforce’s value, or Use the most recently updated record. You can also prevent a field from syncing at all by choosing Do not sync. For more details —> 45

 According to the Engagement Studio FAQ, when a program is paused, the prospects in the program are also paused and their wait times are not affected. Therefore, when the program is restarted, the prospects resume from where they left off. In this case, the prospect was on day 3 of a 5-day wait time when the program was paused, so they will be on day 3 when the program is restarted. 

If a form is added to a landing page, the submissions will be reported on the form. A form is a web element that allows you to collect information from your prospects, such as their name, email, or company. A landing page is a web page that you create and host in Marketing Cloud Account Engagement to showcase your products or services, offer content, or register for events. You can add a form to a landing page to capture leads or convert visitors into prospects. When a prospect submits a form on a landing page, the submission data will be recorded on the form report, which shows you the number of views, submissions, errors, and conversion rate of your form

According to the Salesforce documentation, when a visitor clicks on a custom redirect with an action of adding a tag, and then fills out a form and becomes a prospect, the following three things will happen to the prospect: A) The prospect activities will show that the form was successfully completed, B) The prospect will be added to the list, and D) The prospect will be tagged. A custom redirect is a trackable URL that can be used to measure and report on the clicks of any online content, such as banner ads, social media posts, or third-party websites. A custom redirect can also have completion actions, such as adding a tag, which are performed when a visitor clicks on the custom redirect. A tag is a label that can be used to categorize and segment prospects. A form is a web form that can be used to collect information from prospects and store it in Marketing Cloud Account Engagement. A form can also have completion actions, such as adding to a list, which are performed when a prospect successfully submits the form. A list is a collection of prospects that can be used for segmentation and email sending. When a visitor clicks on a custom redirect and then fills out a form, the visitor becomes a prospect, and the completion actions of both the custom redirect and the form are applied to the prospect. The prospect activities will show both the custom redirect click and the form submission, the prospect will be added to the list specified in the form completion action, and the prospect will be tagged with the tag specified in the custom redirect completion action. The newly converted prospect will be affected by both the custom redirect and the form completion actions, as they are not dependent on the prospect’s previous submissions or activities. References: Salesforce documentation