Marketo Certified Expert Certification Practice Test

When importing a list, which can be defined by the user?

1. Progress Status

2. Acquisition Program

3. Activity Data

4. Inferred Location

The correct answer is: Acquisition Program

When importing a list into Marketo, the user can define the Acquisition Program. This feature allows marketers to specify which program the new leads are associated with upon import. By selecting an Acquisition Program, marketers can effectively manage and track their leads’ origins, which is essential for analyzing performance and ROI of specific marketing initiatives. The Acquisition Program plays a crucial role in lead tracking and attribution, as it denotes where the leads were first acquired, thus aiding in the measurement of how successful campaigns are in generating new contacts. This capability helps marketers nurture prospects through targeted follow-up actions based on their program association. The other options—Progress Status, Activity Data, and Inferred Location—are not user-definable during the import process. Progress Status is typically managed by Marketo based on the lead's journey through various stages. Activity Data is automatically generated and logged by Marketo based on user interactions, and Inferred Location is derived from the lead's IP address or other data points, which also cannot be directly defined by the user during an import.