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Marketo Certified Expert Exam Topics

The exam measures your knowledge and skills in the areas listed below.

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

Exam Objective

Exam Breakdown

Program Fundamentals

30%

Targeting and Personalization

16%

Analytics and Reporting

16%

Lead Management

20%

Implementation and Operations

18%

Total

100%

 

Detailed Exam Topic List

Program Fundamentals

  • Given a scenario about creating an engagement program, identify the settings that need to be in place for the first cast to go out.
  • Given a scenario about an engagement program with exhausted leads, identify what happens if additional content is added to the stream.
  • Identify situations when an engagement program should be used as opposed to other program types.
  • Given an engagement program, identify the relevance of adding, pausing, and removing people from the program.
  • Identify how to set up programs to yield success metrics.
  • Given an engagement program with multiple streams, identify how the streams and transition rules should be set up.
  • Identify the asset types that can be used in an engagement program.                                                   
  • Given a scenario that includes testing an A/B subject line in an email, identify how to determine size of audience for the test, winning criteria, and timing.                                                                   
  • Given a scenario of an A/B test, identify how the schedule is set.                                                           
  • Identify how to access information in the email send program dashboard.
  • Given a scenario about an event with registration, attendance and no shows, identify the channel and program type that should be used.                                                                     
  • Given a scenario using a webinar platform, identify the options for synching registration and attendee data.                                                             
  • Identify how to send a webinar confirmation that includes the unique link to the webinar.             
  • Given a screen shot with a flow step with choices, identify the impact of the order of choices.              
  • Given a scenario about using a single flow step with multiple choices that use different attributes and multiple flow steps with choices where each flow step is about a different attribute, define which one accomplishes the goal of updating the values for the lead's attributes.                                                                          
  • Given a scenario about smart campaigns that use a single campaign with multiple flow steps or use multiple campaigns so that one is triggered by user activity, identify the correct setup to achieve the goal of having an action happen immediately when a lead performs the triggering event.                                                               
  • Given a scenario with two triggers and at least one filter in a smart list, identify the outcome.           
  • Given a scenario that requires more than two filters in a smart campaign, identify available configuration options.
  • Given a scenario or screenshot of program status, identify the transitions that are possible.

Targeting and Personalization

  • Given a scenario about an email with tokens, identify correct and incorrect use of tokens. 
  • Given a graphic showing a folder tree with a program, assets and folders under the assets, identify how the tokens will be inherited.                                                                          
  • Identify the purpose of default values in tokens.                                                            
  • Identify valid local (my) token types.                                                                   
  • Identify the difference between using segmentation or multiple smart lists.                        
  • Identify the requirements for using dynamic content.                     

Analytics and Reporting

  • Identify the type of reporting that is impacted by the acquisition program.                                         
  • Given a scenario of a business need for information about the growth of the database, identify the type of report that should be used.                                                              
  • Given a scenario of a business need for information about the conversion rates for specific landing pages, identify the type of report that should be used.
  • Given a scenario of a business need for information about the cost per success for recent marketing activities, identify the information necessary to leverage a program performance report.
  • Identify the steps to add a custom column to a lead report. 

Lead Management 

  • Identify the parties who should determine the criteria and values for scoring.
  • Identify the Marketo features that enable understanding of lead quality.       
  • Given a scenario where Marketing has an SLA with Sales, identify the appropriate flow step setup. 
  • Identify the Marketo features that enable Sales to understand a lead's behavior.
  • Given a scenario of needing to reset a score, identify the appropriate value.
  • Given a scenario where a lead is deemed sales-ready, identify the ways this can be communicated to Sales.                                                                          

Implementation and Operations

  • Identify a scenario when an unsubscribe link is not needed.                                                       
  • Identify the use of operational and nonoperational emails for event invitations, confirmations, and reminders.                                                                       
  • Given a scenario about a form, identify how to determine the leads who filled out the form on a specific page.
  • Identify the differences between using local vs. global landing pages.
  • Identify how to change the URL of a landing page.
  • Given a scenario with form visibility rules, identify how the form should be set up so dependent fields show appropriately.
  • Identify the purpose and value of using progressive profiling.
  • Identify the purpose of hidden form fields and the means of populating those fields.
  • Identify how to display thank you pages using choices that are based on information collected on a form.
  • Given a scenario where a company web page exists and a Marketo form needs to be deployed, identify the available options.
  • Identify the features of Marketo that are differentiated from an email service provider (ESP).
  • Given a scenario about receiving new leads, identify the ways in which acquisition can be assigned.
  • Identify the difference between hard and soft bounces.
  • Identify use cases for marketing suspend.
  • Given a scenario about the need for an email in which consistent and repeatable content is required across all emails and maintained in a single location, identify the tools required.
  • Given a scenario about a requirement to limit the amount of emails a lead receives, identify the appropriate settings.
  • Given a scenario that includes using tokens for scoring, identify the appropriate token.
  • Given a scenario of a company with international prospects, identify the sender's legal requirements for opting-in or unsubscribing.
  • Identify the purpose of munchkin code.
  • Given a scenario about the need to display a value in a form and the requirement to input it into the database using a different value, identify the steps to complete this.
  • Identify the benefits of having both text and HTML email versions.
  • Given a scenario about having unstandardized data, identify the features that can be used to remedy this situation.