Marketo Certification Exam Prep

Preparing for your MCE Study Group

Benefits of a Marketo Certified Expert Study Group

✓ Procrastination Solution
✓ Learn Faster
✓ Get New Perspectives
✓ Break the Monotony
.
Forming a Successful Marketo Certification Study Group

1. Forming the group

• The group leader must be MCE
certified.
• Time Commitment:
‒ 5-6 weeks
‒ One meeting per week
‒ 1-2 hours per session
2. Preparing for the sessions
• Host meetings via conference call
and/or in person weekly
Leading an MCE Self Study Group

• Group Purpose
‒ This Self Study Group Kit is designed to
help students prepare for the MCE not
train individuals on Marketo.
• Study Group Materials
‒ Self Study Guide 2018
‒ Exam Detailed Topic List
‒ MCE Study Kit
Marketo Certification Exam Prep

Self Study Guide 2018

Prerequisites

This course is intended for Marketing Operation professionals, Marketing Automations

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)
• Has conceptual knowledge and the business context of using Marketing Automation
The Exam

• 80 Multiple Choice Questions

• 90 minutes allotted
• Section Weighting
• Program Fundamentals 30%
• Targeting and Personalization 16%
• Analytics and Reporting 16%
• Lead Management 20%
• Implementation and Operations 18%
 Exam Preparation Resources
Marketo University Learning Portal

• MCE Exam Prep Course Schedule

• Learning Passport
MCE Exam Blueprint
Marketo Docs
Sample Questions

Marketo Proprietary and Confidential | © Marketo, Inc. 6/1/2018 Page 8

About the Exam Detailed Topic List

• The purpose of the exam blueprint is to

provide you with a roadmap of the
Marketo Certified Expert exam content
to allow you to better prepare for the
exam.
• The blueprint includes test domain
weighting, test objectives, and topical
content. The topics and concepts are
included to clarify the test objectives.
• The MCE exam blueprint provides
exam strategy at-a-glance.
Marketo Certification Exam Prep
Exam Topic Areas
• Program Fundamentals
• Targeting and Personalization
• Analytics and Reporting
• Lead Management
• Implementation and Operations
Marketo Certification Exam Prep

Program Fundamentals
30%
Objectives

• Understanding Marketo Program Fundamentals

• Best use case for programs type 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
Exam Prep Study Tips

• Understand Program Types and what Channels correlate with each type
• Know the rationale behind which program type or channel you should use given a use
case
• Pay attention to Program Success and Progression Step order
• Consider the impact of Smart List Rules and Logic
• Evaluate the importance of Flow Steps and Choices
Practice Questions

Q: You need to mark individuals as attended as they show up to your customer

appreciation dinner. Which channel and program type should you use?

A. Webinar Channel and the Event Program Type

B. Email Send Channel and the Email Program type
C. Live Event Channel and the Event Program Type
D. Operational Program Channel and Default Program Type
Practice Questions

Q: Which types of assets can be used in an engagement program stream?

A. Email
B. Report
C. Default Program
D. Email Send Program
E. Landing page
F. Event Program
Practice Questions

Q: A lead fills out a form, and the marketing manager wants two actions to occur immediately:
• Send the lead a confirmation email and
• Change the lead's Program Status to "Registered."
What should be done to ensure this?

A. Set up a Smart Campaign with a 'Program Status is Changed' trigger in the Smart List and a
'Send Email' Step in the Flow
B. Set up a Smart Campaign with a 'Fills out Form' trigger in the Smart List and 'Send Email' and
'Change Data Value' Steps in the Flow
C. Set up a Smart Campaign with a 'Fills out Form' trigger in the Smart List and 'Send Email' and
'Change Program Status' Steps in the Flow
D. Set up a Smart Campaign with a 'Fills out Form' trigger in the Smart List and 'Send Alert' and
'Change Program Status' Steps in the Flow
Additional Study Aids
• Understanding Programs • Understanding Engagement Programs
• Understanding Program Membership • Set Stream Cadence
• Program Channel • Turn an Engagement Program On and Off
• Use Tags in a Program • Add Content to a Stream
• Create a Program Channel • Activate and Deactivate Stream Content
• Smart Campaign Checklist • Transition Leads Between Engagement
Streams
• Understanding Smart Campaigns
• Leads Who Have Exhausted Content
• Create a New Smart Campaign
• The Engagement Dashboard
• Understanding Email Programs
• Pause Leads in an Engagement Program
• Add an A/B Test
• Add Leads to an Engagement Program
• View the Email Program Dashboard
• Remove a Member from an Engagement
• Understanding Event Programs Program
• Event Check-in
• LaunchPoint Event Partners
Marketo Certification Exam Prep

Targeting and Personalization

16%
Objectives

• Identify best practices for targeting and personalization

• Understand dynamic content
• Describe tokens and their use
• Utilize personalization and system tokens in your email
• Utilize MyTokens in your programs and manage them effectively
Exam Prep Study Tips

• Understand the requirements for Dynamic content

• Review why a segmentation is different than a smart list
• Understand how token hierarchy works with folders and programs
• Revie and be able to identify the proper use of tokens and the types of token in Marketo
Practice Questions

Q: Looking at the image:

From where are the tokens
inherited?

• A. Token Examples Folder

• B. Campaigns Folder
• C. Testing for Testing Sake
Folder
• D. BP-TS-YYY-MM-DD-
Tradeshow Program
Practice Questions

Q: What is the difference between segmentations and smart lists?

A. A lead can exist in multiple segments but not in multiple smart lists
B. Smart lists can be used in smart campaigns while segmentations cannot
C. Segmentations can be used to create dynamic content while smart lists cannot
D. Smart lists can be used as a filter option when creating an email program while
segmentations cannot.
E. Smart Lists are not mutual exclusive, but segments are.
Additional Study Aids

• Understanding Dynamic Content

• Segmentation and Snippets
• Define Segment Rules
• Create a Segmentation
• Use Segment Filters in a Smart List
• Using Dynamic Content in a Email
• Best Practices for Smart Lists
• Tokens Overview
• Understanding My Tokens in a Program
• Use a Date Token in a Wait Flow Action
Marketo Certification Exam Prep

Analytics and Reporting

16%
Objectives

• Introduction to Analytics and Reporting

• Identify types of reporting
• Explain how to set up reporting
• Identify best types of reporting by use case
Exam Prep Study Tips

• Review all the report types in the Analytics:

• How to create and save as well as how to clone
• Smart List Options (not all of them have this option!)
• Set Up options (remember, these vary by report type!)
• Report options (Adding and removing columns, reordering columns, etc..)
• Subscription options
• Consider why you might use each report type
Practice Questions

Q: How can you determine which leads filled out the form on a specific landing page?

A. Create a Landing Page Performance Report

B. Create a form submission list in the Design Studio
C. Create a smart list using the filter "Filled out form" with the constraint of "Web Page"
D. Create a smart list using the filter "Visited Web Page" with the constraint of "Form =
True"
Additional Study Aids

• Basic Reporting
• Report Types
• Subscribe to a Report
• Manage Report Subscriptions
• Filter Leads In a Report With a Smart List
• Add Custom Columns
Marketo Certification Exam Prep

Lead Management and Scoring

20%
Objectives

• Lead scoring best practices

• How to alert sales of sales ready leads
• Given a scenario of needing to reset a score, identify the appropriate value
Exam Prep Study Tips

• Review the Marketo Definitive Guide to Lead Scoring for more tips, tricks, and best
practices when it comes to Lead Scoring
• Understand the use of Program Tokens in a Lead Scoring Program
• Import and review the Lead Scoring Program Template from the Marketo Program
Template Library
Practice Questions

Q: Which situation is appropriate for resetting a customer's score to 0 according to

Marketo’s Lead Scoring Guide?

A. A customer clicks an email and visits a site but has not purchased yet.
B. A customer visits a site seven days in a row but has not purchased yet.
C. A customer places items in the cart and visits the checkout page but does not purchase
for two days.
D. A customer purchased one year ago but has not visited a site in six months or opened
an email in one year.
Additional Study Aids

• Definitive Guide to Lead Scoring

• Simple Scoring
• Change Score
• Using the Lead Detail Page
Marketo Certification Exam Prep

Implementation and Operations

18%
Objectives

• Best practice strategies for Implementation and Operations

• How to manage Marketo from an administrative perspective
• Understanding the difference 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
Exam Prep Study Tips

• Revisit all of the different editors, focusing on options available

• Just because YOU don’t use it, doesn’t mean its not important! Be sure to check
out:
‒ Field Level Settings on Forms
‒ Various Elements you can add to a landing page
‒ SEO settings
‒ HTML and Text Versions of emails
‒ Marketing Calendar functions
• Review the Admin area, considering ways that you can customize the configuration of
your instance
Practice Questions

Q: You notice in the email performance report that one email address is still pending two
days after executing a program.

A. Hard bounce
B. Soft bounce
C. Invalid email
D. Email pending
Additional Study Aids
• The Definitive Guide to Marketing • Forms
Automation
• Define Values in a Radio or Selected
• Blog Email Marketing vs. Marketing Field in a Form
Automation – Marketo • Use a Form in a Lightbox
• Email Setup Admin • Embed a Form on Your Website
• Add Munchkin Tracking Code to Your • Set a Hidden Form Field Value
Website
• Dynamically Toggle Visibility of a
• Email Deliverability Cheat Sheet Form Field
• Enable Communication Limits • Show Custom HTML Form for
Known Leads
• Understanding Unsubscribe
• Hard and Soft Bounces in Email
• Understanding Email Event Logging
• Understanding Local Assets in a
• Make an Email Operational Program
Marketo Certification Exam Prep

Conclusion
What You’ve Learned

• Understanding Marketo Program Fundamentals

• Identifying best practices for Targeting and Personalization
• Identify different types of Reporting and best use cases
• Understanding the concepts of Lead Management
• Best practice strategies for Implementation and Operations
If you have any feedback, we’d love to hear back about it.

Thank you!
Check out more at Marketo University

http://learn.marketo.com