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Marketo Certified Expert Exam

March 5, 2020 by admin

Demonstrate your in-depth knowledge and proficiency with Marketo

Earn the Marketo Certified Expert credential
The Marketo Certified Expert designation is a technical marketing credential that validates competency, expertise, and operational knowledge in the broad use of Marketo. We encourage all Marketo customers and partners to become certified.

Benefits of Marketo Certification
Digital credential that can be easily shared and linked to all your online profiles.
Globally recognized official designation and logo.
Stand out on the Marketo Certified Professional Locator
For Jobseekers: Ability to stand out on Marketo Career Connect.
Membership in the exclusive Marketo Certification LinkedIn group.

Understand the exam
Approximately 75 questions
Duration is 90 minutes
The Marketo Certified Expert exam’s minimum passing score is 70%
Exams are scored based on the number of correct answers divided by the total number of questions
Exams are proctored by Kryterion at local testing centers or online
Before taking the exam, candidates must agree to the Marketo Certification Agreement

Ensure your success with the Marketo Certified Expert examTo increase your chances of success, Marketo recommends a combination of:
Foundational marketing automation knowledge
1 year of experience as a marketing automation professional
1-2 years of general marketing experience
1+ years (800-1000+ hours) hands-on experience using Marketo
Conceptual knowledge and understanding the business context of using marketing automation

Prepare for the exam
Review the Exam Topic List
Familiarize yourself with MCE Sample Questions
Check out Marketo University Learning Paths
Consider the Marketo MCE Prep Course
Check out the Additional Study Aid Resources

Pay for the exam
Each Marketo Certification exam costs $225 USD whether you’re taking it for the first time, retaking it because you didn’t pass the first time, or getting recertified.

Schedule an exam
Create an account and register to take the exam at Webassessor.

Get Recertified
The Marketo Certified Expert credential is valid for two years from issue date, after which time you need to take the exam again to be recertified.

Exam Objective
Program Fundamentals 30%
Targeting and Personalization 16%
Analytics and Reporting 16%
Lead Management 20%
Implementation and Operations 18%

Detailed Exam Topic List

Program Fundamentals
Given a scenario identify the program types and channels that are appropriate.
Identify the impact of adding custom tags to a program.
Identify how to set up programs to yield success metrics.
Given a scenario or screenshot of a channel, identify the program status transitions that are possible.
Given a scenario, identify when the recipient time zone feature can be used in a program and how it will affect members in the program.
Given a scenario, identify how to test emails using the email program A/B test and champion/challenger test.
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.
Given an engagement program, identify the relevance of adding, pausing, and removing people from the program.
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 using a webinar platform, identify the options for syncing registration and attendee data.
Identify how to send a webinar confirmation that includes the unique link to the webinar.
Given a scenario identify the proper configuration for the smart campaign.
Given a screen shot of a smart campaign identify the resulting impact on a particular person in the database.
Identify situations where the request campaign flow step should be used and the proper configuration for those situations.

Targeting and Personalization
Given a scenario about an email with tokens, identify the incorrect use of tokens.
Given a graphic showing a folder tree with a program and 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 and using multiple smart lists.
Identify the requirements for using dynamic content.

Analytics and Reporting
Identify the type of program dashboards available and the components of each.
Identify how to use different report customization options including custom columns, opportunity columns, smart lists.
Identify the settings available for different reports including timeframes, subscriptions, and export rows.
Given a scenario, identify when to use each of the following types of reports: people performance, people by revenue stage, people by status, email performance, email link performance, landing page performance, program performance, company web activity, web page activity, engagement stream performance, campaign activity, and campaign email performance.
Identify the requirements to accurately report on the success, acquisition, and ROI of marketing activities.

Lead Management
Identify the parties who should determine the criteria and values for scoring.
Identify the Marketo features that enable the understanding of the quality of the leads.
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 a 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 up 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 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 including 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 an email need in which consistent repeatable content is required across all emails and maintained in a single location, identify the tools required.
Given a scenario about a requirements to limit the amount of email a lead receives, identify the appropriate settings.
Given a scenario including using tokens for scoring, identify the token that is the appropriate one.
Given a scenario of a company with international prospects, identify the sender’s legal requirements for opting in and 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.

QUESTION 1
On a People Performance report, how is timeframe restricted?

A. Date of Activity
B. Both a and c
C. Sent Date
D. Created Date

Answer: C

QUESTION 2
Kurt is creating a new program for an upcoming webinar initiative. He needs to ensure that every person who
fills out the registration form will receive a unique login URL via email. Which three steps must Kurt complete
in order to accomplish this? (Choose three.)

A. Add a new My Token to the program called {{my.webinar URL}}
B. Create a smart campaign using the Fills Out Form trigger
C. Create a smart campaign using the Send Alert flow step
D. Change the form settings to operational
E. Create an email that includes the {{member.webinar URL}} token
F. Change the email settings to operational
G. Create an email that includes the {{webinar.link URL}} token

Answer: B,E,F

QUESTION 3
The email marketing manager wants to reset the score for all leads who have been unengaged.
Which value in the CHANGE SCORE Flow Step will reset the leads’ score?

A. -100
B. {{System.Reset}}
C. Reset
D. = 0

Answer: D

QUESTION 4
A marketing and sales organization agrees on a service level agreement for prospects who request demos
through Marketo landing pages. The marketing department is tasked with building a Smart Campaign that
sends an immediate auto-reply email to the prospect, and 30 minutes afterwards, sends an email notification to the lead owner.
What is the correct order in the Smart Campaign flow setup?

A. Send Alert > Wait 30 Minutes > Send Email
B. Send Email > Wait 30 Minutes > Send Alert
C. Send Alert > Wait 30 Minutes > Send Alert
D. Send Email > Wait 30 Minutes > Send Email

Answer: B

Click here to view complete Q&A of Marketo Certified Expert exam
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