Marketing-Cloud-Account-Engagement-Specialist Salesforce Marketing Cloud Account Engagement Specialist (SU24) Questions and Answers

According to the Salesforce documentation, the two prospect activities that trigger a sync from Marketing Cloud Account Engagement to Salesforce are: A) Submitting a form, and B) Opening an email. A form submission is an activity that occurs when a prospect fills out and submits a Marketing Cloud Account Engagement form or a form handler. An email open is an activity that occurs when a prospect opens an email sent from Marketing Cloud Account Engagement. These two activities will trigger a sync from Marketing Cloud Account Engagement to Salesforce, meaning that the prospect’s information and activity data will be updated in Salesforce. A sync from Marketing Cloud Account Engagement to Salesforce happens when a prospect is created or updated in Marketing Cloud Account Engagement, or when a prospect performs a significant activity in Marketing Cloud Account Engagement. Clicking a custom redirect or unsubscribing from email are not activities that trigger a sync from Marketing Cloud Account Engagement to Salesforce, as they are not considered significant activities in Marketing Cloud Account Engagement. A custom redirect is a trackable URL that can be used to measure and report on the clicks of any online content. An unsubscribe is an action that occurs when a prospect opts out of receiving emails from the sender. These two activities will not trigger a sync from Marketing Cloud Account Engagement to Salesforce, unless they are combined with other activities that do trigger a sync, such as submitting a form or opening an email. References: Salesforce documentation

Form reports show the performance and activity of your Marketing Cloud Account Engagement forms, which are web forms that capture prospect information. You can use form reports to see how many prospects have viewed, completed, or started but not completed your forms, as well as the conversion rate and average time to complete. You can also drill down into individual form submissions and view the prospect’s details and activities. References: [Form Reports], [View Form Reports]

There is no limit of social posting connectors you can create in your Marketing Cloud Account Engagement account. Social posting connectors allow you to connect your Marketing Cloud Account Engagement account with your social media accounts, such as Facebook, Twitter, and LinkedIn. You can use social posting connectors to create and schedule social posts from Marketing Cloud Account Engagement, and track the engagement of your prospects with your social media content. You can create as many social posting connectors as you need, and assign them to different users or business units

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]

By default (using business accounts), Marketing Cloud Account Engagement creates new records as leads in Salesforce. This means that when a prospect is assigned to a user in Marketing Cloud Account Engagement, and there is no matching lead or contact in Salesforce, Marketing Cloud Account Engagement will create a new lead record in Salesforce and sync with it. However, you can also configure Marketing Cloud Account Engagement to create new records as contacts or person accounts in Salesforce, depending on your preference. To do this, you need to enable the option in the Salesforce connector settings in Marketing Cloud Account Engagement, and make sure that the connector user has the appropriate permissions in Salesforce. For more details —> 151617

The prospects that will process through the new step once the program is started again are all prospects new to the program. When a user edits a running and non-repeating engagement studio program by pausing it and adding a new Send Email step at the beginning of the program, the new step will apply only to the prospects who enter the program after the program is resumed. The prospects who are already in the program will not go back to the new step, but will continue from their current position in the program. This is because a non-repeating engagement studio program allows prospects to go through the program only once and does not allow them to repeat any steps or actions. Therefore, the new step will not affect the prospects who have already processed through the program7. Option A is not correct because not all prospects on the recipient list will process through the new step once the program is started again. The recipient list is the list of prospects who are eligible to enter the program. However, some of the prospects on the recipient list might have already entered and completed the program before the new step was added. Those prospects will not process through the new step, as they have already exited the program7. Option B is not correct because not all prospects in the program will process through the new step once the program is started again. The prospects in the program are the prospects who have entered the program and are either active or paused in the program. However, some of the prospects in the program might have already passed the position where the new step was added. Those prospects will not process through the new step, as they have already moved forward in the program7. Option D is not correct because none of the prospects on the suppression list will process through the new step once the program is started again. The suppression list is the list of prospects who are excluded from entering the program. The suppression list can be used to prevent prospects who are already customers, competitors, or partners from receiving marketing emails. The prospects on the suppression list will never enter or process through the program, regardless of the new step

 The three activities that can increase or decrease a score in the baseline scoring system are unsubscribed from email, webinar attended, and form submission. A score is a numerical value that indicates the level of interest or engagement of a prospect in your products or services. You can use scoring rules to assign positive or negative points to prospects based on their activities, such as opening an email, clicking a link, or filling out a form. You can also use scoring categories to assign points based on specific products, services, or business units. The baseline scoring system is the default set of scoring rules that Marketing Cloud Account Engagement provides, and you can customize it to suit your needs. The baseline scoring system assigns points to the following activities:

• Unsubscribed from email: -100 points. This indicates that the prospect is not interested in receiving your emails, and reduces their score significantly.
• Webinar attended: +50 points. This indicates that the prospect is interested in learning more about your products or services, and increases their score considerably.
• Form submission: +50 points. This indicates that the prospect is willing to share their information with you, and increases their score considerably.

Other activities that can affect the score in the baseline scoring system are:

• Landing page error: -10 points. This indicates that the prospect encountered a problem with your landing page, and reduces their score slightly.
• Assigned to a user: +15 points. This indicates that the prospect is ready to be contacted by a salesperson, and increases their score moderately.
• Email open: +1 point. This indicates that the prospect opened your email, and increases their score slightly.
• Email click: +3 points. This indicates that the prospect clicked on a link in your email, and increases their score slightly.
• Email hard bounce: -10 points. This indicates that your email could not be delivered to the prospect, and reduces their score slightly.
• Email soft bounce: -5 points. This indicates that your email was temporarily rejected by the prospect’s email server, and reduces their score slightl

 According to the Salesforce documentation, spam complaints refer to the number of prospects who marked an email as spam in an email report. An email report is a report that shows the performance and results of an email send, such as opens, clicks, bounces, unsubscribes, and spam complaints. A spam complaint is recorded when a prospect clicks the spam or junk button in their email client, indicating that they do not want to receive emails from the sender. Spam complaints can negatively affect the sender’s reputation and deliverability, so it is important to monitor and minimize them. Spam complaints do not refer to the number of prospects who clicked the unsubscribe link, replied to the email to ask to be removed, or opted out via the email preference center, as these are different ways of unsubscribing from emails, not marking them as spam. References: Salesforce documentation

According to the Salesforce documentation, the answer is true. You can see the score, grade, assigned user and recent interaction within the Insight section of the Prospect Record. The Insight section is a feature that shows the key information and metrics of a prospect in Marketing Cloud Account Engagement. The Insight section can be accessed from the Prospects tab in Marketing Cloud Account Engagement, and it can show different data for the prospect, such as score, grade, assigned user, or recent interaction. The score is a numerical value that indicates the level of interest and engagement of a prospect, based on their activities, such as opening an email, clicking a link, or submitting a form. The grade is a letter value that indicates the level of fit of a prospect, based on their attributes, such as industry, job title, location, or company size. The assigned user is the user who is responsible for the prospect, and who can view and edit the prospect’s information. The recent interaction is the latest action or event that the prospect has performed or received, such as opening an email, clicking a link, or registering for a webinar. The Insight section can help users to quickly and easily view the most important information and metrics of a prospect, and to take actions based on the data. References: Salesforce documentation

A lead qualification model based on implicit prospect interest and explicit information provided by prospects requires the feature of Marketing Cloud Account Engagement Score and Grade. The score is a numerical value that measures the implicit interest of a prospect based on their engagement with marketing activities, such as opening emails, clicking links, and visiting landing pages. The grade is a letter value that measures the explicit fit of a prospect based on the information they provide, such as industry, company size, and job title. By combining the score and grade, marketers can segment and prioritize their prospects more effectively3. References: 3: Scoring and Grading Prospects

 A custom redirect is a special URL that tracks link clicks and conversions for any online marketing content. If a prospect clicks on a custom redirect after filling out a form, the prospect’s assigned Marketing Cloud Account Engagement campaign will change only if the Marketing Cloud Account Engagement completion action for the custom redirect is set to change the campaign. Otherwise, the prospect’s campaign will remain the same, since it is based on the first touchpoint. The page that the custom redirect links to does not affect the prospect’s campaign. References: Custom Redirects, Completion Actions, [Marketing Cloud Account Engagement Campaigns]

The best practice when multiple users are editing an email template at the same time is to always click Save and Exit or Save Draft and Exit to commit your changes and close your session before someone else edits it. This way, you can avoid overwriting or losing your work, and ensure that the email template is consistent and accurate. If you do not save and exit, the system will warn you that another user is editing the same email template and ask you to confirm your changes

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.

 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. 

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

The insight that the Click-Through Rate report provides the template designer is that low click rates encourage the user to optimize content or link placement in other email sends. The Click-Through Rate report shows the percentage of email recipients who clicked on one or more links in the email. This metric indicates how engaging and relevant the email content and links are for the prospects. If the click rates are low, it means that the prospects are not interested in the email content or links, or they are not able to find them easily. The template designer can use this insight to improve the content or link placement in future email sends, such as by using more compelling calls to action, adding more value propositions, or making the links more visible and accessible. The other options are not insights that the Click-Through Rate report provides. Email clicks on the text version of the email are not tracked by Marketing Cloud Account Engagement, so they do not affect the click rates. High click rates do not indicate that the email subject line should be the focus of the email content, as the subject line is more related to the open rates. High open rates do not indicate that prospects are interacting with the content, as they only measure how many prospects opened the email, not how they engaged with it. References [Email Metrics Glossary]

According to the Salesforce documentation, the first step the user must take in order to change which email template is used in a running engagement program is to pause the program. A running engagement program is a program that is actively sending emails and performing actions to the prospects in the program. To make any changes to a running program, such as changing the email template, the user must first pause the program to stop the email sends and actions. After making the changes, the user can resume the program and continue the email sends and actions. Copying the original engagement program, changing the wait time for the template, or deleting the old sent email are not the first steps the user must take, as they will not allow the user to change the email template in the running program. References: Salesforce documentation

 According to the [Salesforce documentation], in order to set up an automated grading model in Marketing Cloud Account Engagement, two components are required: profile and automation rule. A profile is a set of criteria that defines an ideal prospect for a specific product or service. A profile can include information such as industry, job title, location, company size, etc. An automation rule is a logic-based action that can be triggered when a prospect meets certain criteria. An automation rule can be used to assign a grade to a prospect based on their profile match. A Marketing Cloud Account Engagement score is a numerical value that indicates the level of interest and engagement of a prospect, but it is not required for setting up an automated grading model. A dynamic list is a list of prospects that is updated automatically based on certain criteria, but it is not required for setting up an automated grading model either. References: [Salesforce documentation]

 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]

Mailable prospects are prospects who have opted in to receive email communication from you and have not bounced or unsubscribed. You can find the number of mailable prospects in your database by navigating to the prospect list and selecting “Mailable Prospects” from the dropdown menu. You can also filter the list by tags, campaigns, or custom fields to segment your mailable prospects. References: [Mailable Prospects], [Filter Prospects]

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 runs only once, as soon as the user completes the rule creation process. The rule will not run again, unless the user manually re-runs it or schedules it to run at a later date. A segmentation rule does not run continuously, up to five times, or as many times as the user specifies when they create the rule1. References: 1: Segmentation Rules

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

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, if Salesforce has a custom field of the same name on Leads and Contacts, Marketing Cloud Account Engagement pulls the field name from the Lead field. A custom field is a field that is created by the user to store additional information that is not available in the standard fields. A custom field can be created and managed by the administrator in the Admin tab in Marketing Cloud Account Engagement or Salesforce, and it can be synced between the two platforms. A custom field can have the same name on different objects, such as Leads and Contacts, but it can have different values or settings. If Salesforce has a custom field of the same name on Leads and Contacts, Marketing Cloud Account Engagement pulls the field name from the Lead field, as it is the primary source of the field name. Marketing Cloud Account Engagement does not pull the field name from the Contact field, as it is the secondary source of the field name. However, Marketing Cloud Account Engagement can pull the field value from either the Lead or the Contact field, depending on which object the prospect is associated with in Salesforce. For example, if Salesforce has a custom field called “Industry” on both Leads and Contacts, Marketing Cloud Account Engagement will pull the field name “Industry” from the Lead field, but it will pull the field value from either the Lead or the Contact field, depending on the prospect’s record type in Salesforce. References: Salesforce documentation

A good default sales ready lead score is 100, as this indicates a high level of interest and engagement from the prospect. Lead scoring is a way of assigning a numerical value to each prospect based on their behavior and profile, such as visiting your website, opening your emails, filling out forms, etc. The higher the score, the more likely the prospect is to buy from you. A lead score of 100 means that the prospect has met all the criteria you have set for a sales ready lead, such as viewing a specific page, requesting a demo, or downloading a white paper. You can customize your lead scoring criteria and thresholds according to your business needs and goals. For more details —> 12

 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

The best way to accomplish the goal of sending the same email template again this week to the same list, but make sure that the prospects that received it last week do not get it again, is to create a new list of the prospects that received the email last week and then use it as a suppression list when sending the email template to the “Hot Prospects” list ©. This way, the prospects who already received the email will be excluded from the recipient list, and only the new prospects who match the dynamic criteria will receive the email. Creating a new dynamic list using the criteria “Prospect email template”, the template name, and “was not received” (A) is not a valid option, as there is no such criteria available for dynamic lists. Sending the email template to the “Hot Prospects” list, but selecting the “deduplicate” option (B) is not a valid option, as the deduplicate option only removes duplicate prospects within the same list, not across different lists. Sending the email template to the “Hot Prospects” list like last time (D) is not a valid option, as the prospects that received it before will not be automatically suppressed from receiving the same email template, unless the email template has the option “Do not send to prospects who have already received this email” enabled. References: Create a Dynamic List, Send a List Email

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

These are the default user roles that are included with Marketing Cloud Account Engagement1. They have different levels of access and permissions to perform various tasks in Marketing Cloud Account Engagement. You can also create custom roles from a default role or from scratch.

 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

When an automation rule is deleted, it means that the rule is no longer active and will not run on any prospects. Therefore, prospects will no longer be able to match the rule (A). The rule will also be sent to the recycle bin in paused mode, where it can be restored or permanently deleted (B). However, deleting an automation rule does not undo the actions that have already been applied to the prospects who matched the rule before ©. Nor does it delete any prospects who matched the rule (D). References: Using Account Engagement Automation Rules vs. Salesforce Flows

Salesforce's Einstein Key Accounts Identification feature is designed to help sales managers and teams identify and focus on their most important accounts based on a variety of metrics, including historical data and engagement levels.

• Einstein Key Accounts Identification: This feature uses advanced machine learning algorithms to analyze past opportunity creation data and various engagement metrics to pinpoint which accounts are likely to be the most valuable or have the highest potential. This can help sales managers prioritize their efforts and resources more effectively. The insights generated by this tool are integrated directly into the Salesforce account records, providing easily accessible and actionable data for sales teams.

This contrasts with options like the Einstein Behavior Score, Pardot grade, and Pardot score, which, while useful for assessing individual lead or contact engagement and readiness, do not provide the holistic account-level insight that Einstein Key Accounts Identification does.

The list email or email template report deliverability metric that could indicate an unverified sending domain is hard bounces. Hard bounces are permanent delivery failures, such as invalid email addresses or blocked domains. Hard bounces can negatively affect the sender reputation and the email deliverability. One of the possible causes of hard bounces is an unverified sending domain, which means that the email domain used to send emails from Marketing Cloud Account Engagement is not authenticated and verified by Marketing Cloud Account Engagement. An unverified sending domain can result in the email servers rejecting the emails as spam or phishing attempts. To avoid hard bounces and improve email deliverability, the marketer should verify the sending domain in Marketing Cloud Account Engagement by following the steps in the reference link. Forward count, skimmed percentage, and total queued are not deliverability metrics that could indicate an unverified sending domain. Forward count measures how many recipients forwarded the email to another person. Skimmed percentage measures how many recipients opened the email for less than two seconds. Total queued measures how many emails were waiting to be sent from Marketing Cloud Account Engagement. These metrics are not related to the email domain verification or the email delivery failures. References Verify Your Sending Domain

A marketing user is a type of user role in Marketing Cloud Account Engagement that has access to various features and functions related to marketing operations. A marketing user can see users and groups, create new lists, forms, landing pages, and send list emails, manage prospects, and import prospects. A marketing user cannot access the administration settings, create or edit users, or sync with Salesforce.

Answer E is incorrect because none of the above is not a valid answer, as explained above. References: User Roles, Create and Edit Users

 A CNAME or vanity alias is used to provide a seamless transition for your prospects when visiting pages and forms that you host on your site and Marketing Cloud Account Engagement hosted campaign elements such as landing pages, search results and individually tracked links sent in your emails. This is true because a CNAME allows you to use your own domain name instead of the default go.Marketing Cloud Account Engagement.com domain name, which enhances your branding and trustworthiness.

 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 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. 

A completion action is a type of action that allows marketers to define what happens after a prospect completes a specific activity, such as submitting a form, clicking a link, or opening an email. One of the capabilities of a completion action is to remove a prospect from a list. This can be useful for managing list membership, suppressing prospects from future sends, or moving prospects to different lists based on their behavior. A completion action cannot send a list email to a prospect, increase a prospect’s grade, or adjust a prospect’s account field2. References: 2: Completion Actions

To score prospects separately based on their interactions with different product lines in Pardot, the best approach is to assign a scoring category to each product line folder. Scoring categories allow administrators to segment prospect scoring based on interactions with specific types of content, aligning with different business units, products, or campaigns. By assigning a distinct scoring category to each folder associated with a product line, an administrator can precisely track and score prospect engagement relative to each product line. This tailored scoring provides deeper insights into prospect interests and can better inform targeted marketing strategies.

The difference between a visitor and a prospect is that a visitor is an anonymous person who visits your website, while a prospect is a known person who has an identified email address. A visitor becomes a prospect when they fill out a Marketing Cloud Account Engagement form, click on a tracked link in an email, or are manually imported into Marketing Cloud Account Engagement. A prospect does not necessarily have an opportunity, a Marketing Cloud Account Engagement form submission, or an assigned user, but a visitor does not have any of these either. References Visitors and Prospects

 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 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 answer is true. Administrators can reset passwords for users. An administrator is a user who has the highest level of permissions and access in Marketing Cloud Account Engagement, and who can create and manage other users, roles, and settings. An administrator can reset passwords for users in the Admin tab in Marketing Cloud Account Engagement, and they can use different methods, such as:

• Reset password for a single user: An administrator can reset the password for a single user by accessing the user record in the User List, and clicking on the Reset Password button. The administrator can then enter a new password for the user, or generate a random password. The administrator can also choose to send an email notification to the user with the new password.
• Reset password for multiple users: An administrator can reset the password for multiple users by selecting the users from the User List, and clicking on the Reset Password option in the table actions. The administrator can then enter a new password for the users, or generate a random password. The administrator can also choose to send an email notification to the users with the new password.

References: Salesforce documentation

 If an engagement studio program is enabled to repeat, the prospects are eligible to repeat after one day and can repeat three times, and a prospect remains on the program recipient list, then the prospect will start the program over at the beginning after waiting one day (A). This is how repeating engagement programs work in Account Engagement. The prospect will not be prevented from restarting the program (B, D) unless they have reached the maximum number of repeats, which is three in this case. The prospect will also not restart the program immediately ©, but after the specified number of days, which is one in this case. References: Repeating Engagement Studio Flows Introduction

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

 Marketing Cloud Account Engagement has native webinar connectors for ReadyTalk, GoToWebinar, and WebEx. These connectors allow you to sync webinar data with Marketing Cloud Account Engagement and use it for segmentation, automation, and reporting. You can also create webinar campaigns in Marketing Cloud Account Engagement and track the registration and attendance of prospects

The Prospect Lifecycle report shows how prospects move through the sales funnel, from visitors to customers. It also displays the average score and grade of prospects at each stage, as well as the number of days they spend in each stage. This report can help you understand how your marketing efforts are influencing the prospects’ journey and identify areas for improvement. References: Marketing Cloud Account Engagement Reports Overview, Prospect Lifecycle Report

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.

According to the [Salesforce documentation], the recommended Marketing Cloud Account Engagement asset to use for progressive profiling is a Marketing Cloud Account Engagement form. A Marketing Cloud Account Engagement form is a web form that can be used to collect information from prospects and store it in Marketing Cloud Account Engagement. A Marketing Cloud Account Engagement form can be configured to use progressive profiling, which is a feature that allows the form to display different fields based on the information that is already known about the prospect. This way, the form can collect more information over time, without asking the same questions repeatedly or overwhelming the prospect with too many fields at once. A Marketing Cloud Account Engagement landing page without a form, a Marketing Cloud Account Engagement form handler, or a third party form are not recommended for progressive profiling, as they do not have the same functionality and flexibility as a Marketing Cloud Account Engagement form. References: [Salesforce documentation]

 You can preview or test matches for automation rules before you run them by using the automation preview option. This option allows you to see how many prospects will be matched by your automation rules without actually running them. You can access this option by clicking the Preview button while the rules are in Paused mode. You will receive an email notification when the preview is finished or you can wait on the page for it to finish in real-time. The preview will tell you how many prospects will be matched and show you a sample of them. If you adjust criteria on existing automation rules, please note that automation previews will identify only prospects who have not already had the rule’s actions applied to them.

Answer A is incorrect because running the automation rule will not only show you how many matches there are, but also apply the actions to them, which may not be what you want. Answer C is incorrect because creating a list and seeing how many prospects are affected will not give you the same results as the automation preview option, since the list criteria may not match the automation rule criteria exactly. Answer D is incorrect because there is no such option as the prospect table actions. References: Automation Rules, Preview Automation Rules

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]

According to the Salesforce documentation, the asset that should be applied during the creation of the Marketing Cloud Account Engagement landing page to accomplish the goal of using pre-existing HTML is a layout template. A layout template is a reusable design that defines the structure and style of a landing page. A layout template can be created using HTML, CSS, and JavaScript, and it can include editable regions where the user can add content and forms. A layout template can be applied to multiple landing pages, and it can be used to create custom landing pages with pre-existing HTML. Dynamic content, custom redirect, and stock template are not assets that can be applied during the creation of the Marketing Cloud Account Engagement landing page to accomplish the goal of using pre-existing HTML, as they are related to other aspects of landing page creation, such as personalization, tracking, and design. References: Salesforce documentation

 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

 What is needed for a page action to trigger for a prospect visiting a high value web page is adding a page action and Marketing Cloud Account Engagement tracking code on the page. A page action is a Marketing Cloud Account Engagement feature that allows the administrator to perform certain actions when a prospect views a specific page on the website, such as increasing the score, changing the field value, adding to a list, etc. A page action can be created by entering the URL of the page and selecting the actions to be performed. A Marketing Cloud Account Engagement tracking code is a snippet of code that can be added to the website to track the page views and activities of visitors and prospects on the website. The Marketing Cloud Account Engagement tracking code is required for the page action to work, as it identifies the prospects who visit the page and executes the actions on them. Creating an automation rule, adding a completion action, or adding a page action on the form are not what is needed for a page action to trigger for a prospect visiting a high value web page. 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 use page views as a criterion, but it is not the same as a page action, as it does not depend on a specific URL. A completion action is an action that is triggered when a prospect completes a specific activity, such as submitting a form, clicking a link, or opening an email. A completion action is not related to a page view, unless the page contains a form or a link. A page action on the form is not possible, as a page action can only be added on a page, not on a form. References [Page Actions] [Marketing Cloud Account Engagement Tracking Code]

 If a non-repeating automation rule has matched 100 prospects, and a user pauses the automation rule, edits the rules criteria, and resumes the rule, the 100 prospects who previously matched the rule will be marked as unmatching the updated rule. This means that they will not receive any new actions from the rule, and any actions that were already applied to them will not be undone11. However, if the rule is set to repeat, the prospects who previously matched the rule can match the rule again if they meet the new criteria

The two types of domains that Marketing Cloud Account Engagement sets cookies on are Marketing Cloud Account Engagement domains and Tracker domains. Cookies are small pieces of data that are stored on your browser when you visit a website, and they can be used to track your online behavior and preferences. Marketing Cloud Account Engagement sets cookies on two types of domains:

• Marketing Cloud Account Engagement domains are domains that are hosted by Marketing Cloud Account Engagement, such as go.Marketing Cloud Account Engagement.com or pi.Marketing Cloud Account Engagement.com. Marketing Cloud Account Engagement sets cookies on these domains to track the activities of prospects who interact with your marketing assets, such as forms, landing pages, or custom redirects.
• Tracker domains are domains that are owned by you, but are verified and authenticated by Marketing Cloud Account Engagement, such as yourcompany.com or yourblog.com. Marketing Cloud Account Engagement sets cookies on these domains to track the activities of prospects who visit your website, such as page views, time spent, or bounce rate.

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.

 The way a visitor can convert to a prospect is by submitting a form on a landing page. A visitor is an anonymous person who visits your website, while a prospect is a known person who has an identified email address. A visitor becomes a prospect when they fill out a Marketing Cloud Account Engagement form, which captures their email address and other information. A landing page is a web page that contains a form and a call to action, such as downloading a file or registering for an event. When a visitor submits a form on a landing page, they become a prospect and can be tracked and nurtured by Marketing Cloud Account Engagement. Viewing an embedded form, visiting a tracked website, or receiving a marketing email are not ways to convert a visitor to a prospect, as they do not capture the visitor’s email address or identify them as a prospect. References [Visitors and Prospects] [Landing Pages and Forms]

 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. 

According to the Salesforce documentation, the “related” tab of the prospect record displays prospects that have the same score as the current prospect. The “related” tab is a feature that shows a list of prospects that are similar to the current prospect in Marketing Cloud Account Engagement. The “related” tab can be accessed from the Prospect Record page in Marketing Cloud Account Engagement, and it can show different columns of information for each related prospect, such as name, company, grade, score, or last activity. The user can customize the columns that are displayed on the “related” tab, and they can also sort, filter, search, or export the “related” tab. The “related” tab can also show other information for each related prospect, such as email address, title, assigned user, or custom fields, but these are not the default columns that are displayed on the “related” tab, and they need to be added by the user in the column settings. The “related” tab can help users to find and compare prospects that have the same level of interest and engagement as the current prospect, and to take actions based on the data. The “related” tab does not display prospects that have the same email domain, company, or assigned user as the current prospect, as these are not the criteria that are used to determine the similarity of the prospects. References: Salesforce documentation

In Engagement Studio programs within Pardot, the paths that prospects take can be defined by various triggers based on their actions or statuses. The following are valid triggers:

• List membership: This trigger checks if the prospect belongs to a specific list, allowing for tailored engagements based on list segmentation.
• Email open: This monitors whether a prospect has opened an email, serving as a behavioral trigger for further actions.
• Custom redirect click: This trigger checks if the prospect has clicked on a custom redirect link, which is often used to track engagement with specific content or calls to action. These triggers help in dynamically steering prospects through different paths based on their interactions with marketing materials.

 If 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 prospect 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 sync will fail. The Lead record will remain in Salesforce, but it will not have a corresponding prospect in Marketing Cloud Account Engagement1. References: Marketing Cloud Account Engagement Sync Behavior

The user role that a Marketing Cloud Account Engagement user must have in order to verify the Salesforce connector is Administrator. 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 the Administrator user role in Marketing Cloud Account Engagement, which gives you full access to all features and settings in Marketing Cloud Account Engagement, including the connectors. You also need to have the appropriate permissions in Salesforce, such as the API Enabled and Modify All Data permissions

The list email report metric that represents the total number of emails minus hard and soft bounces is total delivered. Total delivered measures how many emails were successfully delivered to the recipients’ inboxes, without being rejected by the email servers. Hard bounces are permanent delivery failures, such as invalid email addresses or blocked domains. Soft bounces are temporary delivery failures, such as full inboxes or server issues. Total opt outs, total sent, and total queued are not the same as total delivered. Total opt outs measures how many recipients unsubscribed from your emails. Total sent measures how many emails were sent from Marketing Cloud Account Engagement. Total queued measures how many emails were waiting to be sent from Marketing Cloud Account Engagement. References [Email Metrics Glossary]

 When working on a list email, the Marketing Manager has three options that are not available when working on an Account Engagement email template. They are:

• Ability to send the email immediately. This option allows the Marketing Manager to send the list email to the selected recipients as soon as the email is ready, without scheduling it for a later date or time. This option is useful for urgent or time-sensitive messages6
• Ability to schedule the email. This option allows the Marketing Manager to choose a specific date and time to send the list email to the selected recipients. This option is useful for planning ahead or aligning with the best time to reach the audience6
• Recipient and suppression lists. This option allows the Marketing Manager to select which lists of prospects will receive the list email, and which lists of prospects will be excluded from receiving the list email. This option is useful for targeting and segmenting the audience based on their attributes or behaviors6

It is not possible to create a dynamic list of all prospects who have accessed a certain file in Marketing Cloud Account Engagement. Dynamic lists are based on criteria that match prospect fields, not prospect activities. Therefore, you cannot use a dynamic list to segment prospects based on whether they have downloaded a file, watched a video, or visited a page. Option A is not correct because field value mapping has nothing to do with dynamic lists or file access. Option C is not correct because match type is irrelevant for this question, as there is no valid criterion for file access. Option D is not correct for the same reason as option C. References: Marketing Cloud Account Engagement Dynamic Lists for Faster Segmentation (+ 10 Examples), Create a Dynamic List - Salesforce

The three variable tags that can be used on layout templates for landing pages are %%description%%, %%title%%, and %%content%%. A layout template is a reusable HTML template that defines the structure and style of your landing pages. A variable tag is a placeholder that allows you to insert dynamic content into your layout template, such as the landing page title, description, or form. You can use variable tags to customize your layout template for different landing pages, without having to edit the HTML code every time. 

The three user role security limits that can be added to an individual user account are max number of emails the user can send, max number of records a user can import, and max number of prospects the user can export. User role security limits are optional settings that allow you to restrict the actions that a user can perform in Marketing Cloud Account Engagement, based on their user role. You can use user role security limits to prevent users from sending too many emails, importing or exporting too many records, or deleting prospects or assets. User role security limits can be applied to individual user accounts or to user roles

 Automation rules and segmentation rules are both types of Marketing Cloud Account Engagement automation that allow you to perform actions based on criteria. However, the main difference between them is that automation rules run continuously and segmentation rules run once. Automation rules are always on and listening for changes or activity, and they can apply actions to prospects that match the criteria now or in the future. Segmentation rules are designed to pull a one-time list of prospects, then apply the set actions, such as adding them to a list or a Salesforce campaign. Once run, segmentation rules have to be copied to run again

In Pardot, when a prospect is included in both the recipient list and the suppression list for a list email, the suppression list takes precedence. This means the prospect will not receive the email. Importantly, being on the suppression list for one specific email send does not impact the prospect's status for future email sends. The suppression is specific to the email in question, and future email sends will proceed based on the prospect's inclusion in or exclusion from those specific recipient or suppression lists. This ensures that one-time suppression does not inadvertently affect the prospect’s eligibility for future communications.

The automation tool that would effectively achieve the goal of adding prospects to a list after they submit a form, but not retroactively applying actions to prospects that have already filled out the form, is a completion action. Completion actions are actions that are triggered when a prospect completes a specific activity, such as submitting a form, clicking a link, or opening an email. Completion actions are executed in real time and only affect the prospects who complete the activity after the action is set up. Segmentation rules, dynamic lists, and automation rules are not suitable for this goal, as they are either retroactive, recurring, or based on criteria other than a specific activity. References Completion Actions Overview

 The metrics in the list email report that could help the Account Engagement user understand how these prospects may have become unmailable are Total Opt Outs and Hard Bounces (D). These metrics show the number and percentage of prospects who either opted out of receiving future emails or had their emails bounced back due to a permanent error, such as an invalid email address. These prospects are marked as Do Not Email and cannot be emailed again unless they opt back in. The other metrics (A, B, C) are not directly related to the prospects’ mailable status, but rather to the email delivery, performance, and tracking. References: List Email Report Metrics

The way that a visitor can convert to a prospect is by submitting a Marketing Cloud Account Engagement form. A visitor is an anonymous person who visits a website that has Marketing Cloud Account Engagement tracking code installed. A visitor can be identified by their IP address, location, browser, device, and pages viewed. A visitor can also be tracked by Marketing Cloud Account Engagement cookies if they have visited the website before. A visitor can convert to a prospect when they provide their email address to Marketing Cloud Account Engagement through a form, a form handler, a landing page, or a custom redirect. A prospect is a known person who has a record in Marketing Cloud Account Engagement and can be associated with a lead or a contact in Salesforce. A prospect can be tracked by their email address, activities, score, grade, and other fields. A prospect can also be segmented, nurtured, and qualified by Marketing Cloud Account Engagement5. Option A is not correct because downloading an eBook does not necessarily convert

 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

 Two methods that would accomplish providing access to an eBook once a form has been submitted are using a form completion action to send an autoresponder email with the eBook, and re-directing the prospect to the eBook instead of showing the form’s Thank You Content. A form completion action is a way of defining what happens after a prospect submits a form, such as sending an email, adding to a list, or adjusting a score. An autoresponder email is a type of email that is automatically sent to a prospect when they perform a specific action, such as submitting a form. A Thank You Content is a web page that is displayed after a prospect submits a form, such as a confirmation message or a link to a resource. Using a form completion action to initiate an auto-download of the eBook, or including a link to the eBook in the Below Form section of the form are not methods that would accomplish providing access to an eBook once a form has been submitted, as they either involve downloading the eBook before submitting the form, or displaying the link to the eBook before submitting the form4. References: 4: [Create a Form]

Click-through rate (CTR) is the percentage of recipients who click on a link in your email. CTR is an indicator of how engaging and relevant your email content is to your audience. CTR can vary depending on the industry, the type of email, the subject line, the call to action, and other factors. However, according to various sources, the average CTR for email marketing across all industries is around 2.6%. Therefore, a CTR of more than 2% can be considered as an ideal or good CTR for email marketing

 If a Marketing Cloud Account Engagement administrator wants to know how many unique submissions they have for a form on a landing page, they should check the landing page report. The landing page report shows the performance metrics of a landing page, such as views, submissions, conversion rate, and cost per submission. The landing page report also shows the number of unique submissions, which is the number of prospects who submitted the form for the first time. The landing page report can be accessed from the landing page table or from the landing page details page6. References: Marketing Cloud Account Engagement Landing Page Reports

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

 Forms are web forms that capture prospect information and allow you to perform actions based on the form submission. You can set a form to Always Display, which means that the form will always show when someone returns to the page, even if they have already filled out the form before. This option is useful if you want to allow prospects to update their information or submit the form multiple times. Setting a form to Always Display does not affect the form conversion rate, prevent spammers from filling out the form, or ensure the prospect gets scored and graded. Those factors depend on other settings and criteria. References: Forms and Form Handlers, Form Display Options

 When an engagement studio program is created with an Email Send action step immediately followed by an Email Open trigger step with a 3 day wait, it means that the program will wait for up to 3 days for the prospect to open the email. If the prospect opens the email within the 3 day period, they will immediately progress down the “Yes” path (A). The prospect will not wait for any additional time after opening the email (B), nor will they progress down the “No” path (C, D). References: Engagement Studio Overview

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 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

 The best method to create a Marketing Cloud Account Engagement landing page that matches the exact look and feel of your website is to import a layout using a URL from your website. This method allows you to use an existing web page as a template for your landing page, and Marketing Cloud Account Engagement will automatically copy the HTML code, CSS styles, and images from the URL. You can then edit the layout as needed and add Marketing Cloud Account Engagement elements, such as forms or dynamic content

A Marketing Cloud Account Engagement instance can have only one CRM connector verified at one time. A CRM connector is a feature that allows you to connect your Marketing Cloud Account Engagement account with your CRM system, such as Salesforce or Microsoft Dynamics. A CRM connector enables bi-directional data sync between Marketing Cloud Account Engagement and your CRM, and allows you to align your marketing and sales processes. You can only have one CRM connector verified at one time, because Marketing Cloud Account Engagement can only sync with one CRM system at a time. If you want to switch to a different CRM system, you need to disconnect your current CRM connector and verify a new one

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]