Top 30 Marketo Interview Questions & Answers on Event Program
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What is an Event Program in Marketo?
Answer: An Event Program is a program type in Marketo specifically designed to manage and track events like webinars, trade shows, conferences, or in-person meetings. It integrates with webinar platforms and provides detailed event tracking capabilities.
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What are the key features of an Event Program in Marketo?
Answer:
- Integration with webinar platforms like Zoom, GoToWebinar, and Webex.
- Tracks event registration, attendance, and engagement.
- Automates email workflows (e.g., invitations, reminders, follow-ups).
- Offers a registration form and customizable landing pages.
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How does Marketo handle registration for events?
Answer:
- Marketo uses registration forms connected to the Event Program.
- Registrants are added as program members and assigned statuses (e.g., "Registered," "Attended").
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What are Program Member Statuses in Event Programs?
Answer:
- Member statuses track a person's progress in the program (e.g., Invited, Registered, Attended, No Show).
- These statuses are customizable to fit specific event needs.
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How do you integrate a webinar platform with an Event Program?
Answer:
- Go to Admin > LaunchPoint and add a webinar service.
- Link the Event Program to the webinar provider.
- Sync registration and attendance data between Marketo and the webinar platform.
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What types of events can be managed using Event Programs?
Answer:
- Webinars
- Trade shows
- Conferences
- In-person meetings
- Online workshops
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How do you send reminders for an event in Marketo?
Answer:
- Create a Smart Campaign with a trigger like "Program Status Changed to Registered."
- Use a Wait step and then a Send Email step to automate reminders.
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What is the difference between an Event Program and an Email Program?
Answer:
- Event Programs focus on managing events and tracking registrations and attendance.
- Email Programs are for sending batch emails with A/B testing.
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How can you track no-shows for an event?
Answer:
- Sync attendance data from the webinar platform.
- Create a Smart List to identify members with the status "No Show."
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What are the common integrations for Event Programs?
Answer:
- Webinar platforms: Zoom, GoToWebinar, Webex.
- CRM tools: Salesforce, Microsoft Dynamics.
- Analytics tools: Google Analytics.
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How do you set up a landing page for an Event Program?
Answer:
- Use Marketo’s Design Studio to create a landing page.
- Link the page to the Event Program for tracking registrations.
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How do you automate follow-up emails for attendees?
Answer:
- Create a Smart Campaign with the trigger "Program Status Changed to Attended."
- Use a Send Email step to send follow-ups.
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How do you measure the success of an Event Program?
Answer: Track metrics like registrations, attendance, engagement, and conversions using the Program Performance Report.
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Can you assign scores to event attendees?
Answer: Yes, use a Smart Campaign to assign scores based on statuses (e.g., Attended = +10, No Show = -5).
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What is the difference between Event Partners and Event Actions?
Answer:
- Event Partners: Webinar or event platforms integrated with Marketo.
- Event Actions: Actions performed in the program, like syncing attendees or updating statuses.
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How does Marketo handle time zones for events?
Answer:
- Marketo allows you to specify event times in the local time zone.
- It converts and displays times based on the recipient’s time zone for reminders.
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Can you create recurring events in an Event Program?
Answer: No, each Event Program is designed for a single event. For recurring events, create separate programs or use Smart Campaigns.
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How do you prevent duplicate registrations?
Answer:
- Use a Smart Campaign to check if the lead is already registered before processing the form submission.
- Update the form to prevent duplicate entries.
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How does an Event Program integrate with Salesforce?
Answer:
- Sync member statuses with Salesforce Campaigns.
- Update lead/contact records with registration and attendance data.
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How do you customize member statuses in an Event Program?
Answer:
- Navigate to the program’s Setup tab.
- Edit or add custom member statuses based on your event requirements.
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How do you set up an RSVP for an Event Program?
Answer: Use a form with "Yes" or "No" options and update the member status based on the response.
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What is the benefit of using tokens in Event Programs?
Answer: Tokens simplify personalization and allow dynamic content in emails and landing pages.
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How do you handle last-minute event registrations?
Answer: Set up a Smart Campaign to process late registrations and send reminders immediately.
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How do you ensure email compliance in an Event Program?
Answer:
- Include an unsubscribe link in all emails.
- Ensure GDPR-compliant opt-in processes.
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How do you measure engagement during an event?
Answer: Use webinar platform analytics to track participation, poll responses, and Q&A engagement.
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How do you integrate event data into lead scoring models?
Answer: Create scoring rules in Smart Campaigns to assign points for registrations and attendance.
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Can Event Programs manage hybrid events?
Answer: Yes, by creating separate workflows for in-person and virtual attendees.
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How do you segment event audiences in Marketo?
Answer: Use Smart Lists with criteria like geography, job title, or past engagement.
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What are the challenges of managing an Event Program?
Answer:
- Data syncing issues with webinar platforms.
- Tracking no-shows effectively.
- Ensuring timely communication.
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Can you create surveys within an Event Program?
Answer: No, Marketo does not natively support surveys. Use third-party tools like Google Forms or Qualtrics and integrate them into the program