Have you heard the news? Marketo has updated and released a new Marketo Certified Expert exam. Watch this important webinar for tips on preparing for the new exam and its scenario-based questions which cover real-world practical knowledge. Plus, passing the exam will now certify you for 2-years!

1. 2017 Marketo Certification Program
March 2017

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Your Presenters…
Ayana Nickerson
Certification Program Manager
Marketo
Don Mayberry
Sr. Technical Instructor
Marketo

3. • 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

5. 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
NewMCEExam2/17DISCONTINUED
DEC31,2016
COMINGIN2017
(Proctored)

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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)

11. 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 Prerequisites
Intended 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 Areas
The 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 Breakdown
Program 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

17. Get Prepped

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Marketo Certified Expert Prep Course
Overview
Are 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

26. 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. 125
B. 875
C. 2000
D. 1125

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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

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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

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Practice Questions
What should be included in the email to help ensure
deliverability?
A. Images
B. Text version
C. 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 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

32. Get Certified!

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Register for the Marketo Certified Expert
Exam
Two Testing Models
1. Online Proctored—take exam at home or work
2. Onsite Proctored—take exam at a testing center
• For both, go to: www.webassessor.com/marketo
Registration Assistance: certification@marketo.com

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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

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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)

39. 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 checklist
Most 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

42. Ask Us About Certification!

43. More Questions?
Email: certification@marketo.com
Web site: marketo.com/certification