Marketo Certified Expert Certification Practice Test

If a lead reaches the Program Status of "success," what does that indicate?

1. An event enrollment met your goal

2. A lead became a member of the program

3. An email was successfully opened by 100% of recipients

4. The lead performed the desired action as defined by the program channel

The correct answer is: The lead performed the desired action as defined by the program channel

When a lead reaches the Program Status of "success," it signifies that the lead has performed the specific desired action that was defined by the program channel. This status is an indicator that the lead has met or exceeded the objectives set forth in the marketing program, demonstrating engagement or conversion based on the parameters established for that particular program. In Marketo, various program channels can have different definitions of success that align with their goals—be it filling out a form, attending an event, downloading a resource, or any other key action. The "success" status effectively communicates that the lead's behavior aligns with those predetermined goals, which is crucial for evaluating the effectiveness of the marketing efforts and for guiding subsequent strategies. The other options relate to different aspects of program engagement but do not directly describe the significance of the "success" status. For instance, simply enrolling in a program does not imply that the lead has taken meaningful actions that achieve the program's objectives. Similarly, achieving a specific percentage of email opens or other metrics does not equate to the lead necessarily completing the desired goal of the campaign. Therefore, the designation of "success" is specifically tied to the fulfillment of these predefined actions, making it a vital metric in marketing analysis.