prepare for the new marketo certified expert exam
TRANSCRIPT
2017 Marketo Certification Program
March 2017
Page 2Marketo 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
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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
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New Marketo Certification Credential
Marketo Certified Expert
Marketo Specialist
Customer/Partners
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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.
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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
New
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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
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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…
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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.
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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
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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%
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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.
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We are in this together…
Visit the Marketo Certification website to guide you through pursuing certification
Get Prepped
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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
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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!
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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.
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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
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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
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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
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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
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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?
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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
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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
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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
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Practice Questions What should be included in the email to help ensure deliverability?
A. ImagesB. Text versionC. JavaScript D. Landing page links
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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!
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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]
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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
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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
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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.
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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
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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)
Get Tips…
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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
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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
Ask Us About Certification!
More Questions? Email: [email protected] site: marketo.com/certification