prepare for the new marketo certified expert exam

2017 Marketo Certification Program

March 2017

Marketo Proprietary and Confidential | © Marketo, Inc. 05/02/2023

Your Presenters…

Ayana NickersonCertification Program Manager

Marketo

Don Mayberry Sr. Technical Instructor

Marketo

• This webinar is being recorded!

• Slides and recording will be sent to you after the webinar

• Have a question? Use the Chat in the bottom left

• Posting to social? Use our hashtag - #mktgnation

Housekeeping


Agenda • 2017 Marketo Certification Updates

• New MCE exam• New Specialization credential

• Get Prepared…• Marketo Certified Expert Exam Overview

• Get Prepped• Get Certified

• Exam Taking Tips• Getting Certified at Summit

• Get Tips…• How to prepare for the New Marketo Certified Expert exam

2017 Marketo Certification Updates


New Marketo Certification Credential

Marketo Certified Expert

Marketo Specialist

Customer/Partners


Benefits of Marketo Certification

Marketo Specialization

Marketo Certified Expert

Marketo Specializations

Industry recognition Great opportunity for career

advancement Credibility amongst your peers Recognition as a marketing

automation and operations leader Differentiates from your professional

competition Raises earning potential

Benefits

Marketo Certified Expert (MCE): Earning a Marketo Certification is a significant way to validate your Marketo skills. When you become certified, you join an elite group of marketing professionals who find that certification boosts their careers as demand for Marketo experts continues to grow.

Differentiate yourself and showcase your advanced skills. Available exclusively to Marketo Certified Experts, Specializations demonstrate your proficiency with key functional areas of Marketo.


Marketo Certification Program 2017

• Programs & Campaign Specialization

• Nurture & Engagement Specialization

• Creative Assets Specialization

• Analytics Specialization

• Advanced Analytics Specialization

• Events & Webinars Specialization

Marketo Specializations (Unproctored)Add-on specialization badges to extend your Marketo Certified Expert credential

• Web Personalization Specialization

• Marketo Admin Specialization

• Email Deliverability Specialization

• Mobile Marketing Specialization

• Social Marketing Specialization

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The Marketo Certified Expert Exam has CHANGED• New exam objectives

• Program Fundamentals• Targeting and Personalization• Analytics and Reporting • Lead Management • Implementation and Operations

• New questions • Scenario-based questions that test “why” not “how”• Focuses on Marketo best practices

• New MCE Prep Course


Once Certified, You’ll Enjoy:• Official designation and logo that can be used on

business cards and social profiles• Membership in an exclusive Certification group• Recognition within Marketo’s online community • Official certificate (delivered electronically)

Get Prepared…


Marketo Certified Expert (MCE)The purpose of the Marketo Certified Expert certification exam is to validate competency, expertise, and operational knowledge in the broad use of Marketo.


Recommended PrerequisitesIntended for Marketing Operation and Marketing Automation professionals, and Marketing Practitioners. Prerequisites:• 1-2 years general marketing experience• Foundational marketing automation knowledge• 1+ years (800 – 1000+ hours) hands on experience using Marketo

Lead Management (marketing activities, database, design studio and analytics)

• Conceptual knowledge and the business context of using Marketing Automation


Exam Topic AreasThe Marketo Certified Expert Exam measures the candidates knowledge and skills related to the content areas listed below. A candidate should have hands-on experience as a Marketo practitioner and have the ability to perform the tasks listed as exam objectives within each content area.

Exam Objectives Exam BreakdownProgram Fundamentals 30%Targeting and Personalization 16%Analytics and Reporting 16%Lead Management 20%Implementation and Operations 18%

Total 100%


Marketo Certified Expert Exam Format• Approximately 75 multiple choice items

• 90 minutes allotted to complete the exam• Regular registration fee of USD $225.00• Overall passing score: 70%• Before taking the exam, candidates must read and accept an Honor Code and a

legal agreement, which includes an agreement that the candidate will not share or expose the content of the exam.

• Candidates are not allowed any assistance from another individual, or printed or electronic media while taking the exam. Marketo takes the security of exam content very seriously.


We are in this together…

Visit the Marketo Certification website to guide you through pursuing certification

https://www.marketo.com/why-marketo/services-support-and-education/education/marketo-certification/

Get Prepped


Marketo Certified Expert Prep Course OverviewAre you thinking of taking the MCE exam to earn your Marketo Certified Expert credential, but want to optimize your chances for success, or unsure if you’re ready to take the exam? In the MCE exam Prep, you’ll review the MCE exam blueprint and Marketo topic areas, with a focus on key elements of marketing automation, lead management, segmentation, implementation and operations, and analytics. Our experts will review industry best practices and walk through sample questions designed to help you determine where to focus your preparation efforts in advance of the exam.

Course Duration: 3 hours

Ways to attend : Instructor-led virtual, On-Demand

• The MCE exam Prep is best for any marketing professional who wants to earn their Marketo Certified Expert credential and who has:

• 1-2 years general marketing experience• 1 or more years hands-on, practical experience with Marketo in the areas of database marketing, lead database management,

marketing programs, design studio, and analytics


Marketo Certified Expert Prep Course Learning Objectives

• What is covered in the MCE exam• How the sections of the exam are weighted• Marketo topics that are likely to appear on the MCE exam• Industry best practices that are likely to appear in the MCE exam• Sample question types• Study tips from Marketo experts• Areas to focus your exam prep

MCE Prep Course is FREE prior to Summit!Register NOW!


Register for the MCE Prep Course • Register for the MCE Prep

Course, space is limited. • Register for the online course

from the course catalog at marketo.com/education.

• The course is also recorded and available On-Demand.


Exam Prep: Program Fundamentals

What’s Covered:

Best use case for programs types and channel selection

Proper setup for success in programs and channels

Engagement program details

Email Send program and A/B testing

Event Management

Smart Campaigns and Flow Steps


Exam Prep: Targeting and Personalization

What’s Covered: Best practices for targeting and personalization

Understand dynamic content

Describe tokens and their use

Utilize personalization and system tokens in your email

Utilize My Tokens in your programs and manage them effectively


Exam Prep: Analytics and Reporting

What’s Covered: Identify types of reporting Explain how to set up reporting Identify best types of reporting by use case


Exam Prep: Lead Management and Scoring

What’s Covered: Lead scoring best practices

How to alert sales of sales ready leads

Identifying the appropriate value to reset a score


Exam Prep: Implementation and Operations

What’s Covered: How to manage Marketo from an administrative perspective

Understanding the differences of an operational email

What are the differences of Local vs. Global Assets

Marketo Forms, Progressive Profiling, Field Types, Thank you Pages

How leads are acquired by programs

What is a hard bounce vs. a soft bounce

Marketing suspended use cases

Understanding Munchkin Code

Data standardization

Are You Certifiable?


Practice Questions

You have 2000 leads in an engagement program, 125 of which have exhausted all the content. You recently added the new content into the program at the top of the only stream in the program.

How many leads will receive the new white paper at the next cast, assuming there are no deliverability issues and no additional people will be added to the program?

A. 125B. 875C. 2000D. 1125


Practice Questions

What is a prerequisite for using dynamic content?

A. Emails are activeB. An approved snippetC. An approved segmentationD. Activity log tracking is active


Practice Questions Which two company stakeholders should be included in the process when creating a scoring plan? (Choose two.)

A. SalesB. MarketingC. Product managerD. Chief executive officerE. Research and developmentF. Finance


Practice Questions What should be included in the email to help ensure deliverability?

A. ImagesB. Text versionC. JavaScript D. Landing page links


Practice Questions When should custom columns be added to a lead report?

A. To display anonymous visitors in a Web Page Activity reportB. To change the Lead Created At time frame to show results for the Fiscal yearC. To review email statistics on number delivered, number bounced, and open ratesD. To show how leads that were created this year have progressed through the lifecycle

Get Certified!


Register for the Marketo Certified Expert Exam

Two Testing Models 1. Online Proctored—take exam at home or work2. Onsite Proctored—take exam at a testing center• For both, go to: www.webassessor.com/marketo

Registration Assistance: [email protected]


Taking the Exam: Online ProctoredTesting on any computer with reliable internet that meets Kryterion’s system requirements.

Process:• Go to www.webassessor.com/marketo • Choose Marketo Certified Expert• Choose Online Proctored• Choose Date and Time• At Checkout, pay with a credit card or enter

promotion code if you bought an exam voucher

Days Before Your exam:• Verify technical requirements, including

internal and/or external webcam• Install Sentinel Security Application

Take Your exam:• Disable all potential alerts (updates, email,

anti-virus)• Log into Webassessor to launch your

exam

http://www.webassessor.com/marketo


Taking the Exam: Onsite Proctored • Consider taking the exam

at a Kryterion facility if: • You need a structured

testing environment• Have unreliable internet• Need onsite assistance


Marketo Specialization Assessments Now you can differentiate yourself and showcase your advanced skills. Available exclusively to Marketo Certified Experts, Specializations demonstrate your proficiency with key functional areas of Marketo.

Available Specializations

• Programs & Campaigns Specialist: Validate your skills to automate programs, clone them, use tokens and report on important program data such as ROI and acquisition.

• Nurture & Engagement Specialist: Demonstrate your knowledge to get an engagement program up and running, including creating the program, adding content, building streams, adding people, and reporting on success.

• Email Deliverability Specialist: Prove your skills to measure and optimize email deliverability, including designing emails for optimal performance, configuring key technical settings to authenticate your emails, and setting up your Marketo instance to ensure that people receive only the communications they want.

• Creative Assets Specialist: Prove your proficiency to create and customize design assets using HTML and CSS, including customizing colors, buttons, styles, landing pages, emails and more, to align with your visual brand identity.

• Analytics Attribution Specialist: Validate your knowledge to set up your programs to track and measure first-touch and multi-touch attribution, as well as how to use Marketo’s advanced reporting to build insightful ad-hoc reports.


Specialization Assessment Format

• Approximately 25- 30 multiple choice items• 60 minutes allotted to complete the exam• Regular registration fee of USD $25.00• Overall passing score: 75%• Exams are not proctored• To register : www.webassessor.com/marketo• Find our more about our Specialization Exams; www.marketo.com/certification

http://www.webassessor.com/marketo

https://www.marketo.com/why-marketo/services-support-and-education/education/marketo-certification/marketo-specializations/


Certify at Summit• Register for the MCE Exam Prep Course

• Course is FREE prior to Summit• Register NOW, Space is limited!• Take the on demand course

• Certify at Summit!• Only MCE exam is available at Summit• San Francisco, Moscone West Convention Center• Exam Lab is Open Sunday-Wednesday

• 8am-5pm (Sunday-Tuesday)• 8am-12pm (Wednesday)

• Register @ Summit 2017 Certification • Ask the Experts Exam Cram Webinar! (April 2017)

https://events.marketo.com/summit/2017/university/certification/

Get Tips…


Overcoming Exam Anxiety• General preparation

• Develop good study habits and strategies

• Manage your time (dealing with procrastination, distractions, laziness)

• Approach the exam with confidence

• Be prepared! Use a checklistMost students experience some level of

anxiety during an exam


Exam Preparation Resources • Marketo University Learning Portal• MCE Exam Prep Course Schedule:

https://learn.marketo.com• Learning Passport• MCE Exam Blueprint • Marketo Docs• Sample Questions

https://learn.marketo.com/

https://learn.marketo.com/

http://www.marketo.com/services/passport/

http://pages2.marketo.com/MCE-exam-prep-tool-kit.html?utm_source=website&utm_medium=marketo&utm_campaign=na&region=na

Ask Us About Certification!

More Questions? Email: [email protected] site: marketo.com/certification

mailto:[email protected]