Marketo Certified Expert Exam Topics

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

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 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.