Marketo specialization assessments confirm your knowledge and skills in key functional areas of Marketo. Below you’ll find a list of topics covered on each assessment.

Account-Based Marketing Specialist:

  • Define Account-Based Marketing
  • Assess your organization’s ABM readiness
  • Identify and work with targeted accounts
  • Understand ABM account scoring
  • Engage target accounts across channels

Analytics Attribution Specialist:

  • Describe Marketo Revenue Cycle Analytics (RCA) and its role in attribution
  • Explain when to use first-touch vs. multi-touch attribution
  • Set up programs for optimal RCA effectiveness
  • Use Marketo reporting tools and analyzers to drive sales based on attribution

Creative Assets Specialist:

  • Create custom email and landing page templates
  • Customize landing pages, template elements, variables, and HTML
  • Customize HTML emails
  • Customize CSS for form text fields, checkboxes, and buttons 

Email Deliverability Specialist:

  • Describe deliverability and how it is measured
  • Understand how to prevent and fix deliverability issues
  • Monitor email deliverability and adjust programs based on results
  • Design your emails with deliverability in mind
  • Increase engagement by using opt-in best practices

Events and Webinars Specialist: 

  • Identify event types that are supported in Marketo
  • Describe the difference between an event and default type program
  • Set up programs with special features like Webinar API and Marketo Live Event
  • Create a webinar program
  • Create a tradeshow program
  • Use the Live Event app to manage event check-ins and attendance
  • Use the Marketing Calendar to manage your events

Nurture & Engagement Specialist:

  • Define the components of an engagement program
  • Create an engagement program that meets your marketing needs
  • Add content to an engagement program stream
  • Set stream cadence
  • Manage content within a stream
  • Add people to an engagement program
  • Track the performance of your program using the Engagement Program Dashboard
  • Maintain and enhance engagement programs

Programs & Campaigns Specialist:

  • Select the right Marketo program type
  • Set up accurate period cost reporting by using program tags
  • Build programs and campaigns to automate your marketing and acquisition
  • Clone and re-use programs
  • Create program templates
  • Create My Tokens to automatically update variable content across an entire program 

Social Marketing Specialist: 

  • Define social marketing
  • Manage your social media presence with Marketo
  • Use Marketo social marketing features
  • Report on the impact of your social marketing

Web Personalization Specialist:

  • Define web personalization
  • Navigate the Marketo Web Personalization app
  • Manage your user settings and edit your regions
  • Create audience segments
  • Identify the different types of web personalization campaigns available
  • View people and organizations in web personalization
  • Test and optimize web personalization campaigns
  • Measure web personalization success
  • View content analytics



Specialization assessments validate your knowledge in specific areas.

In this ever-changing world of digital marketing, you need a way to connect