Salesforce Certified Marketing Cloud Consultant Practice Test Questions, Exam Dumps

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Certified Marketing Cloud Consultant Salesforce Practice Test Questions and Exam Dumps

Question No 1:

A bank wants to send out a series of emails to new customers that open a checking or savings account. The emails will be used to educate and inform customers regarding their current account and other bank offerings.

Data for the campaign will be in two data extensions: Customer and New Accounts.
The Customer data extension is currently used for multiple campaigns and is updated at 1:00 a.m.
The New Accounts data is encrypted and will be placed on the SFTP at 10:00 p.m.

Which automated workflow meets the customers' requirements?

A A scheduled automation which starts at 2:00 a.m. and executes Data Extract Activity > Import File Activity > SQL Query Activity > Wait Activity > Send Email Activity.
B A drop automation which executes File Transfer Activity > Import File Activity > SQL Query Activity > Wait Activity > Send Email Activity.
C A scheduled automation which starts at 2:00 a.m. and executes a File Transfer Activity > Import File Activity > SQL Query Activities > Wait Activity > Send Email Activity.
D A scheduled automation which starts at 12:00 a.m. and executes a File Transfer Activity > Import File Activity > SQL Query Activities > Wait Activity > Send Email Activity.

Correct Answer: C

Explanation:

To meet the bank's requirements, the automation needs to be properly scheduled, ensuring that both data extensions (Customer and New Accounts) are appropriately updated and integrated before the email campaign is sent. Let’s break down why Option C is the best choice.

File Transfer Activity: This step is necessary to retrieve the encrypted New Accounts data from the SFTP. The New Accounts data is available at 10:00 p.m., so this step must occur after this time. This activity transfers the encrypted file from the SFTP server to Marketing Cloud.
Import File Activity: Once the New Accounts data is retrieved, it needs to be imported into the appropriate data extension within Marketing Cloud. This ensures that the New Accounts data is available for use in the campaign, alongside the Customer data extension.
SQL Query Activities: After importing the data, you will need to run SQL queries to segment and combine the data (Customer + New Accounts) into a new data extension for email personalization. SQL queries allow for customization based on account information, which is critical for a personalized email campaign.
Wait Activity: A Wait Activity can be used to ensure proper timing before proceeding to the next step. This might be necessary if the automation needs to ensure the proper amount of time for data processing or allow for other campaigns to complete. While a specific wait time isn't explicitly mentioned in the scenario, using this activity ensures the smooth progression of the workflow.
Send Email Activity: After the data is processed and segmented, the Send Email Activity sends the appropriate emails to customers based on the new account data.

Now let’s look at the other options:

A A scheduled automation starting at 2:00 a.m. but using the Data Extract Activity instead of the File Transfer Activity is not appropriate in this case. The Data Extract Activity is used for exporting data, not importing or retrieving data from external sources like an SFTP. Therefore, Option A doesn’t fit the need for transferring the New Accounts data from the SFTP server.

B A drop automation typically executes only when an external file is dropped into a folder. It doesn’t involve a scheduled start time, and since the New Accounts data is placed on the SFTP at a specific time (10:00 p.m.), a drop automation wouldn't allow for the required schedule to run after the file is placed. Additionally, this option doesn’t include the proper scheduling or activities like SQL Query Activities for data segmentation.

D A scheduled automation starting at 12:00 a.m. is too early since the New Accounts data is not available until 10:00 p.m. the previous night. This would mean the File Transfer Activity wouldn’t be able to find the data it needs, leading to errors. Thus, starting the automation at 12:00 a.m. is not optimal.

Therefore, Option C is the best solution as it properly schedules the automation after the New Accounts data is available and includes the necessary steps for data retrieval, segmentation, and email delivery.

Question No 2:

During discovery, the customer outlines data requirements and the anticipated use of Marketing Cloud with the following criteria:

Customer data will be fully refreshed every night via Import File Activity from the customer's data warehouse.
Contact records will be augmented by relational data tables via Contact Builder.
Customer ID will be used as the unique identifier for each contact.

Which statement differentiates the use of data extensions over lists?

A Data extensions are necessary for Contact Builder.
B Data extensions allow for add/update Import File Activity.
C Data extensions can store HTML code as an attribute.
D Data extensions support Customer ID to be used as Subscriber Key.

Correct Answer: D

Explanation:

Data extensions and lists are both used to store data in Salesforce Marketing Cloud, but they have key differences, especially when it comes to more complex or relational data storage needs.

A. Data extensions are necessary for Contact Builder.
This statement is true in the sense that Contact Builder is used to manage contact data in a more flexible and relational way, which often requires data extensions rather than lists. However, this statement does not differentiate data extensions from lists in the context of the given scenario. Both data extensions and lists can be used with Contact Builder, but data extensions are required when using more complex relational data structures, such as those described in the customer’s use case. This option does not directly address the key differentiator related to Customer ID and Subscriber Key.

B. Data extensions allow for add/update Import File Activity.
This statement is partially true, but it's not the key differentiator here. Both data extensions and lists can be updated with Import File Activity, allowing for data to be added or updated. The primary difference between data extensions and lists has to do with their structure and use, particularly with handling Customer ID as a unique identifier, which is central to this scenario. Therefore, while this is a correct statement, it doesn't provide the most relevant differentiating factor for this specific situation.

C. Data extensions can store HTML code as an attribute.
This option is incorrect because storing HTML code as an attribute is not a primary distinguishing feature between data extensions and lists. Both data extensions and lists can store attributes of different data types, including text, numbers, and possibly HTML (though it’s not a typical or recommended practice). This statement does not align with the customer's specific need to use Customer ID as a unique identifier.

D. Data extensions support Customer ID to be used as Subscriber Key.
This is the correct answer. Data extensions allow for much greater flexibility and customization when it comes to using a unique identifier for contacts. In this case, the customer has indicated that Customer ID will be used as the unique identifier, and data extensions are specifically designed to support Customer ID as a Subscriber Key. This allows for a more flexible and scalable way to manage customer data, especially when dealing with large datasets and integrating with relational data tables. Lists, on the other hand, do not provide the same level of flexibility for managing custom identifiers like Customer ID, making data extensions the better choice in this case.

In summary, data extensions provide the necessary flexibility to use a custom identifier like Customer ID as the Subscriber Key, which is a core differentiating factor when compared to lists in the Marketing Cloud. This allows the organization to efficiently manage customer data and integrate it with Contact Builder for more advanced segmentation and targeting.

Question No 3:

A customer wants Sales Cloud users to create and send Marketing Cloud emails. Which two recommendations should the consultant make? (Choose two.)

A The consultant should enable deep linking in Marketing Cloud Connect configuration.
B Each user should have a one-to-one relationship between the Marketing Cloud user and the Sales Cloud user.
C Each Sales Cloud user should have a System Administrator Profile and a Role at the top of the Role Hierarchy.
D The consultant should enable the Create Email feature on the user Profile in Sales Cloud.

Correct Answer: A, B

Explanation:

To ensure Sales Cloud users can create and send emails in Marketing Cloud, the consultant needs to configure integration between the two platforms and ensure the proper setup of user roles and permissions. Let's break down the options:

A (The consultant should enable deep linking in Marketing Cloud Connect configuration):
Deep linking is a feature in Marketing Cloud Connect that allows users to access Marketing Cloud from within Sales Cloud via clickable links. This enables Sales Cloud users to seamlessly jump into Marketing Cloud for tasks such as email creation and management. By enabling deep linking, Sales Cloud users can easily transition to Marketing Cloud without unnecessary manual navigation, making it a critical recommendation for facilitating smooth email creation and management processes across the two systems.

B (Each user should have a one-to-one relationship between the Marketing Cloud user and the Sales Cloud user):
In order for Sales Cloud users to access and manage Marketing Cloud features effectively, it's essential to establish a one-to-one relationship between the Sales Cloud user and the Marketing Cloud user. This relationship ensures that the correct user permissions and profiles are assigned, allowing Sales Cloud users to interact with the Marketing Cloud features securely. With this configuration, each user will have appropriate access to perform actions such as creating and sending emails, and it also ensures that user data remains synchronized across both platforms.

C (Each Sales Cloud user should have a System Administrator Profile and a Role at the top of the Role Hierarchy):
This recommendation is not necessary for enabling email creation and sending in Marketing Cloud. A System Administrator Profile gives full access to Salesforce settings, but it is not required for sending emails from Marketing Cloud. The issue is not about administrative control but rather the ability to create and send emails. Instead of assigning System Administrator access, it’s more effective to ensure that users have the right permissions for Marketing Cloud email tasks, which can be achieved through user roles and integration configurations.

D (The consultant should enable the Create Email feature on the user Profile in Sales Cloud):
While enabling the Create Email feature may sound reasonable, it is not the right configuration in this context. Sales Cloud users typically do not need to have explicit Create Email permissions within Salesforce to send emails via Marketing Cloud. Instead, they need proper integration setup and roles to interact with Marketing Cloud directly. This means the key setup lies more in configuring Marketing Cloud Connect and ensuring the integration works smoothly, rather than modifying user profiles within Sales Cloud itself.

In conclusion, the correct recommendations for enabling Sales Cloud users to create and send Marketing Cloud emails are:

A: Enable deep linking for seamless navigation between Sales Cloud and Marketing Cloud.
B: Establish a one-to-one relationship between the Sales Cloud user and the Marketing Cloud user to ensure proper access and permissions.

Question No 4:

Why would a contact fail to enter a Journey Builder interaction? (Choose three.)

A The interaction has an A/B/n split, and the contact does not meet the criteria.
B The interaction allows re-entry only after exiting, and the contact already exists.
C The contact falls below the High Water Mark.
D The contact did not meet the entry criteria.
E The entry event was not fired via Automation Studio.

Correct answers: A, B, D

Explanation:

In Salesforce Marketing Cloud's Journey Builder, there are several conditions that could prevent a contact from entering a Journey, and these conditions are often based on factors such as the configuration of entry criteria, re-entry rules, and segmentation logic. Below is an explanation of why the selected answers would lead to a failure in entering the interaction:

Option A: The interaction has an A/B/n split, and the contact does not meet the criteria.
An A/B/n split in Journey Builder is used for testing or segmenting contacts into different paths based on specific criteria. If a contact does not meet the criteria of the A/B/n split, they will not be able to enter the corresponding path or journey segment. In this case, if the contact doesn't meet the split's criteria, they will be excluded from the interaction.

Option B: The interaction allows re-entry only after exiting, and the contact already exists.
Journey Builder allows for re-entry of contacts into a journey, but only if the contact has exited the journey previously. If the journey's configuration restricts re-entry and the contact is already in the journey, they cannot re-enter until they have exited it. This ensures that contacts do not repeatedly enter a journey without the proper conditions being met.

Option D: The contact did not meet the entry criteria.
In Journey Builder, entry criteria define the conditions that must be met for a contact to be eligible for the journey. If a contact fails to meet these criteria, such as missing certain attributes or being part of an excluded segment, they will not be able to enter the journey. This is a common reason why a contact fails to enter an interaction.

Option C: The contact falls below the High Water Mark.
The "High Water Mark" in Journey Builder refers to a point that tracks the highest stage a contact has reached in a journey. However, this would not prevent a contact from entering the journey. The High Water Mark is more about tracking progression rather than entry eligibility. Therefore, this option is incorrect in explaining why a contact would fail to enter a Journey.

Option E: The entry event was not fired via Automation Studio.
In some scenarios, entry events are triggered via Automation Studio to kick off a journey. However, not having the entry event fired through Automation Studio does not typically prevent contacts from entering a journey if other methods of entry, like data extensions or event triggers, are properly configured. Therefore, this option does not directly cause a failure to enter a journey in all cases.

In summary, A, B, and D are the correct answers because they relate to configuration elements such as split criteria, re-entry conditions, and entry criteria that can directly prevent a contact from entering the Journey Builder interaction.

Question No 5:

A customer is collecting data from a Smart Capture form that stores submissions in a data extension. The customer wants an email to be sent to the marketing manager each morning that contains the previous day's submissions as a CSV attachment. Assuming that the customer has the attachments feature enabled.

Which automation workflow will accomplish this?

A Scheduled Automation: Data Extract > SQL Query > Transfer File > Send Email
B Triggered Automation: SQL Query > Data Extract > Transfer File > Send Email
C Scheduled Automation: SQL Query > Data Extract > Transfer File > Send Email
D Triggered Automation: Data Extract > SQL Query > Transfer File > Send Email

Correct answer: C

Explanation:

The customer needs to send an email with the previous day's Smart Capture form submissions as a CSV attachment every morning. In Salesforce Marketing Cloud, this can be achieved through a Scheduled Automation that performs a series of actions to extract the required data and email it.

Let’s break down the process step by step:

Scheduled Automation: The requirement specifies that the email should be sent each morning, which means the automation needs to be scheduled to run daily. This ensures that the automation will run at the same time every day (in this case, likely in the morning) to collect the previous day's data.
SQL Query: The data stored in the data extension can be filtered using an SQL query to extract only the previous day's submissions. This ensures that the email content corresponds to the correct data.
Data Extract: After the data is filtered using the SQL query, a Data Extract activity is used to create a CSV file of the selected data. This file will be sent as an attachment in the email.
Transfer File: The Transfer File activity moves the extracted data file into the appropriate location for later access, such as an FTP server or another directory where it can be included in the email.
Send Email: Finally, the Send Email activity sends the email to the marketing manager with the CSV file as an attachment.

Now let’s review the options:

A – Scheduled Automation: Data Extract > SQL Query > Transfer File > Send Email:
This order is incorrect because the SQL query should come before the data extract, as it is used to filter the data that will be extracted. Therefore, this option does not reflect the correct sequence of activities.

B – Triggered Automation: SQL Query > Data Extract > Transfer File > Send Email:
A Triggered Automation is not suitable here because the customer needs to send an email every morning based on a scheduled time, not triggered by an event or user action. Triggered automations respond to specific events, not time-based schedules.

C – Scheduled Automation: SQL Query > Data Extract > Transfer File > Send Email:
This option is correct. The Scheduled Automation ensures the process runs daily at a specified time. The SQL query is executed first to filter the data, followed by the data extraction and file transfer, and the email is sent with the CSV attachment as required.

D – Triggered Automation: Data Extract > SQL Query > Transfer File > Send Email:
This order is also incorrect because, like option B, Triggered Automation is not the right choice for sending an email based on a time schedule. Additionally, the SQL query should occur before the data extract, not after.

Therefore, the correct sequence of activities in a Scheduled Automation is SQL Query > Data Extract > Transfer File > Send Email, making C the correct answer.

Question No 6:

ABC Company has to import a file that will be different every time. What method should be used?

A Add Only
B Update Only
C Overwrite
D Add/Update

Correct Answer: D

Explanation:

When dealing with a situation where the file being imported is different every time, the most appropriate method to use is Add/Update. This method ensures that any new records are added to the system while simultaneously allowing for the updating of existing records if necessary.

Here’s why Add/Update is the best choice:

Add/Update allows the system to add new records that do not yet exist and update the existing ones with new data. This is particularly useful when you are dealing with files that change over time. For example, if you are importing customer data where some entries may have changed (such as updated contact information or new fields), the Add/Update method ensures that both new and modified records are properly handled.
Since the file is different every time, using Add/Update ensures that you don’t overwrite the existing data unless necessary, and you don't miss adding new records. This provides a dynamic approach to handling variations in the imported file.

Let’s break down why the other options are not ideal:

A. Add Only: This method would only add new records to the system. If a record already exists, it would be skipped. Since the file can change every time, using Add Only could cause important updates or changes to be missed. It's not flexible enough for dealing with files that change over time.
B. Update Only: The Update Only method would only update existing records. However, if the file includes entirely new records that are not already in the system, those new records would not be added. Given that the file is different every time, this method would fail to handle situations where new records need to be added.
C. Overwrite: Using the Overwrite method would replace the existing records with the imported data, potentially losing any data that was previously entered. This would not be appropriate when the file is different each time, as it could unintentionally overwrite useful or updated information.

Therefore, D is the best method because it allows for both the addition of new records and the updating of existing records, accommodating changes in the file while preserving data integrity.

Question No 7:

ABC Company wants to import files at certain standard times, but occasionally a file will be dropped on a Friday if the 30th of the month falls on a weekend. What is the flow?

A. A user-initiated message to send an email to customers who made a purchase daily.
B. Triggered Import - user initiated send (not scheduled).
C. A scheduled automation to send emails to customers who made a purchase daily.

Correct answer: B

Explanation:

In this scenario, ABC Company is dealing with importing files at specific times, but with an exception if the 30th of the month falls on a weekend. This suggests that the file import process is primarily based on a triggered event rather than a scheduled one. The behavior described is one where the action of dropping the file (likely the import) can be triggered by an event, such as the 30th falling on a weekend and being adjusted to a Friday.

Triggered Import - user initiated send (not scheduled) (option B) fits this situation well because it describes a system where the action (file import) is triggered by specific conditions (like the 30th falling on a weekend). The file import is not fixed to a schedule but is initiated by certain triggers that may adjust based on the situation, such as shifting the action to a Friday when necessary.

The other options don't quite align with this:

A user-initiated message to send an email to customers who made a purchase daily (option A) is focused on sending emails based on user interaction, not on the import of files, so it is not relevant here.
A scheduled automation to send emails to customers who made a purchase daily (option C) implies a regularly scheduled task that happens on a specific time or date. While this might apply in other contexts, it doesn't match the dynamic, event-driven nature of the file import process described.

Thus, the correct answer is B because it describes a process that is triggered under specific conditions, which aligns with the scenario of importing files on certain times, with exceptions based on the date.

Question No 8:

Northern Trail Outfitters (NTO) experienced a 24-hour website outage beginning on a peak shopping day, as a result, a number of logged-in customer's shopping sessions were disrupted. When the site is back online, the retailer would like to encourage those shoppers to return the site and continue their shopping.

What action should Northern Trail Outfitters (NTO) take?

A. Create and send an apology email which includes a discount for a future purchase to all customers.
B. Do NOT send an email, as outage may have increased negative sentiment, resulting in unsubscribes.
C. Import a file of logged-in customers into NTO’s existing Abandoned Cart journey in Journey Builder.
D. Create a user-initiated message to logged-in customers to send once the website is restored.

Correct Answer: C

Explanation:

In this scenario, Northern Trail Outfitters (NTO) needs to take prompt and thoughtful action to restore customer engagement after the outage, which happened during a peak shopping day. Since many logged-in customers had their shopping sessions disrupted, NTO needs to find a way to encourage them to return and complete their purchases. Let’s examine the options:

A. Create and send an apology email which includes a discount for a future purchase to all customers.
While sending an apology email may seem like a good way to address the disruption, offering a discount for a future purchase might not be the most effective way to encourage customers to return immediately. Also, sending this to all customers may not be targeted enough, as it doesn't directly address the customers who were affected by the outage. This approach is more generalized, and it doesn't focus on the specific need to recover abandoned sessions and unfinished transactions.

B. Do NOT send an email, as outage may have increased negative sentiment, resulting in unsubscribes.
Not sending an email at all is not advisable in this case. While there may be a concern about negative sentiment, ignoring the situation could lead to further dissatisfaction. Customers who had their shopping disrupted may appreciate targeted communication, such as an apology or an offer, and will likely be less upset if the company takes accountability and tries to recover the situation in a personalized way.

C. Import a file of logged-in customers into NTO’s existing Abandoned Cart journey in Journey Builder.
This is the most effective and strategic choice. Since the website outage disrupted logged-in customers' shopping sessions, importing a list of those customers into the existing Abandoned Cart journey would allow NTO to reach out specifically to the affected group. This action ensures that NTO can target customers who were actively shopping when the outage occurred, and automatically trigger recovery messages such as reminders or offers to encourage them to return and complete their purchases. The existing abandoned cart journey can leverage personalized messages that are more likely to convert customers and recover lost sales.

D. Create a user-initiated message to logged-in customers to send once the website is restored.
While creating a user-initiated message is a valid option, it may not be the best choice in this scenario because it lacks the automatic and timely follow-up that would be offered by an abandoned cart journey. This option requires customers to take action themselves (i.e., they need to initiate the communication), which might result in a delay or missed opportunity. The abandoned cart journey can be automated to quickly recover lost sales without requiring extra effort from customers.

In conclusion, C is the best choice because it leverages automation to target the right group of customers with timely, relevant messages encouraging them to return and complete their shopping sessions. This is a targeted and efficient way to recover from the outage and maximize conversion rates.

Question No 9:

A user in Marketing Cloud needs to send an email to a Salesforce Report via a Send Flow process. How should the consultant meet this requirement?

A. Assign the integrated user the Marketing Cloud for AppExchange User permission in Sales Cloud.
B. Create data validation rules for the integrated user in Sales Cloud.
C. Create a Salesforce Data Extension for the user to select during a Send Flow.
D. Add custom VisualForce Page to the page layouts in Marketing Cloud.

Correct Answer: C

Explanation:

To send an email to a Salesforce Report via a Send Flow process in Marketing Cloud, the consultant should utilize Salesforce Data Extensions. These data extensions allow Marketing Cloud to pull data directly from Salesforce reports, which is essential for the Send Flow process. By creating a Salesforce Data Extension, the report data can be stored and referenced in Marketing Cloud, allowing the user to select the necessary data source during the Send Flow process.

Let's break down the other options and explain why they are not the correct choice:

A. Assign the integrated user the Marketing Cloud for AppExchange User permission in Sales Cloud: While it's important to set up integration permissions between Salesforce and Marketing Cloud, assigning the "Marketing Cloud for AppExchange User" permission to the user in Sales Cloud does not directly address the requirement to send emails via a Send Flow process. This permission is generally used for connecting Salesforce to Marketing Cloud but does not solve the problem of selecting the correct data source for the email send.
B. Create data validation rules for the integrated user in Sales Cloud: Data validation rules in Salesforce are used to ensure that data entered into Salesforce meets certain criteria. While these are important for data integrity, they do not play a role in enabling the Send Flow process in Marketing Cloud or selecting the data source for sending emails to Salesforce reports.
D. Add custom VisualForce Page to the page layouts in Marketing Cloud: VisualForce pages are custom pages used in Salesforce to create user interfaces. Adding a custom VisualForce page to the page layouts in Marketing Cloud is unnecessary for sending emails via a Send Flow. The Send Flow process relies on Salesforce Data Extensions, not custom VisualForce pages, to determine the data source for emails.

Thus, the correct approach is to create a Salesforce Data Extension, which allows the user to select the report data needed for the email send process in Marketing Cloud. This process ensures that the correct data is used for the email send, making C the correct option.