As demand for Marketo experts increases, we recognize the need for users to demonstrate their expertise and proficiency in Marketo. We have expanded our certification program offerings to meet this demand. In this webinar our experts will share tips on exam preparation and success.

1. Marketo Certification
Get Ready, Get Set, Go Get Certified!
2018

2. Your Presenters
Ayana Nickerson
Marketo Certification
Program Manager
Jannika Vaughn
Marketo Sr. Technical
Instructor

3. Get Ready✓
Get Set
Get Certified
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4. About Marketo Certification
Benefits
• Receive industry recognition
• Advance your career
• Build credibility amongst your peers
• Be recognized as a marketing
automation and operations leader
• Differentiate yourself from the
competition
• Raise your earning potential
Marketo
Certified
Expert
Marketo
Specializations

5. Once Certified, You’ll Enjoy:
Official designation and logo
LinkedIn Certification group membership
Recognition within the Community
Official certificate

6. 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.

7. Recommended Prerequisites
• 1-2 years general marketing experience
• Foundational marketing automation knowledge
• 1+ years (800 – 1000+ hours) hands on experience using Marketo
• Conceptual knowledge and the business context of using Marketing Automation

8. Exam Format
• Approximately 75 multiple choice items
• 90 minutes allotted to complete the
exam
• Exam fee: USD $225.00
• Overall passing score: 70%
• Candidates must read and accept an
Honor Code and a legal agreement.
• Marketo takes the security of exam
content very seriously.

9. Exam Topic Areas
Exam Objectives Exam Breakdown
Program Fundamentals 30%
Targeting and Personalization 16%
Analytics and Reporting 16%
Lead Management 20%
Implementation and Operations 18%
Total 100%

10. Marketo Specializations
The purpose of the Marketo Specializations
is to differentiate yourself and showcase
your advanced skills. Available exclusively
to Marketo Certified Experts.

11. Available Specializations
MARKETO
SPECIALIST
Analytics Attribution
Account Based Marketing
Analytics and Reporting
Creative Assets
Email Deliverability
Events and Webinars
Nurture and Engagement
Programs and Campaigns
Setup and Configuration
Social Marketing
Web Personalization

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

13. Get Ready
Get Set✓
Get Certified
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14. 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
Marketo Certified Expert
Prep Course Details
Cost: USD $375

15. Exam Preparation Resources
• Marketo University Learning Portal
• MCE Exam Prep Course Schedule
• Learning Passport
• Adoption Courses
• MCE Exam Blueprint
• Marketo Docs
• Sample Questions

16. Get Set at Marketing Nation Summit!
University Day
April 29, 2018
Moscone Center
Summit & University Day
Registration
University Day Registration

17. University Day 2018 Tracks
To see the educational tracks available, visit the University Day Summit website.
BEGINNER INTERMEDIATE ADVANCED
Recommended: Less than
one year of Marketo
experience.
Recommended: 1-3 years
Marketo experience.
Recommended: 3 or more
years Marketo experience.

18. Exam Prep: Program Fundamentals 30%
What’s covered:
• Best use case for program types and channel selection
• Proper set up for success in programs and channels
• Engagement program details
• Email send program A/B testing
• Event management
• Smart Campaigns and flow steps

19. Exam Prep: Targeting and Personalization 16%
What’s covered:
• Best practices for targeting personalization
• Understand dynamic content
• Describe tokens and their use
• Utilize personalization and system tokens in your email
• Utilized My Tokens in your programs and manage them effectively

20. Exam Prep: Analytics and Reporting 16%
What’s covered:
• Identify types of reporting
• Explain how to set up reporting
• Identify best types of reporting by uses case

21. Exam Prep: Lead Management and Scoring 20%
What’s covered:
• Lead scoring best practices
• How to alert sales of sales ready leads
• Identify the appropriate value to reset a score

22. Exam Prep: Implementation and Operations 18%
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

23. MCE Sample Questions

24. 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. 125
B. 875
C. 2000
D. 1125

25. Practice Questions
What is a prerequisite for using dynamic content?
A. Emails are active
B. An approved snippet
C. An approved segmentation
D. Activity log tracking is active

26. Practice Questions
Which two company stakeholders should be included in the process when creating a
scoring plan? (Choose two.)
A. Sales
B. Marketing
C. Product manager
D. Chief executive officer
E. Research and development
F. Finance

27. Practice Questions
What should be included in the email to help ensure deliverability?
A. Images
B. Text version
C. JavaScript
D. Landing page links

28. Practice Questions
When should custom columns be added to a lead report?
A. To display anonymous visitors in a Web Page Activity report
B. To change the Lead Created At time frame to show results for the Fiscal year
C. To review email statistics on number delivered, number bounced, and open rates
D. To show how leads that were created this year have progressed through the lifecycle

29. Get Ready
Get Set
Get Certified✓
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30. Register for the MCE & Specialization Exams
Two Testing Models
• Online Proctored—take the exam at home or work
• Onsite Proctored—take the exam in a traditional exam center (MCE only)
For both, go to www.webassessor.com/marketo
Registration Assistance: certification@marketo.com

31. Taking the Exam: Online Proctored
Testing 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

32. 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

33. Certify at Marketing Nation Summit!
• Both MCE and Specialization exams
will be available
• Exam Lab open from
April 29-May 2
• Lab Hours: 8am-5pm
• Open seating!
• Register for Certification

34. Email: certification@marketo.com
www.marketo.com/certification
More Questions?