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Calling all Marketo Certified Experts! By becoming a Certified Expert, you have demonstrated your broad knowledge of Marketo.  Now you have the chance to prove your mastery in eight unique functions of Marketo with our Specializations. The Specializations, which are listed below, allow you to be recognized for your proficiency in these key areas of Marketo. Click here to learn more about maximizing your Marketo mastery.


  • Analytics Attribution Specialist: Validate your knowledge of tracking and measuring first touch and multi-touch attribution, as well as how to use Marketo’s advanced reporting to build insightful ad-hoc reports.
  • Creative Assets Specialist:  Prove your proficiency in creating and customizing design assets using HTML and CSS, including customizing colors, buttons, styles, landing pages, emails and more, to align with your visual brand identity.
  • Email Deliverability Specialist: Prove your skills designing emails for optimal performance, configuring key technical settings to authenticate your emails, and setting up your Marketo instance to ensure people receive only the communications that they want.
  • Event and Webinars Specialist: Prove your knowledge of using events and webinars to engage your buyers by showing how to create and track events and webinars in Marketo, how to set up and execute both online and offline events, and how to manage attendance at live events using the Marketo Live Event application.
  • Nurture & Engagement Specialist: Demonstrate your practical knowledge of creating engagement programs, adding content, building streams, adding people and reporting on success.
  • Programs & Campaigns Specialist: Validate your ability to automate programs, clone them, use tokens and report on important program data such as ROI and acquisition.
  • Social Marketing Specialist:  Demonstrate your capability to plan and strategize social marketing campaigns, manage your social media presence in Marketo, use Marketo social marketing features and report on the impact of your social marketing activities.
  • Web Personalization Specialist:  Affirm your abilities to create personal, relevant experiences for visitors on your website, create audience segments based on demographic, firmographic and behavioral data, develop different types of web personalization campaigns using Marketo and report on your web personalization marketing initiatives.
  • *Coming Soon Account-Based Marketing: Demonstrate your ability to focus marketing efforts on key accounts by understanding ABM account scoring, how to configure ABM, assessing AMB readiness, and how to engage targeted accounts across channels.


Need a refresher? Don’t miss our Preparation courses which discuss the important material on many of the Specialization topics. Check it out here!

Here are 25 elements you can test in your emails:

  1. Subject line
  2. From name
  3. Day of week sent
  4. Time of day sent
  5. Cadence
  6. Links vs. buttons
  7. Image-based CTAs vs. HTML CTAs (aka bulletproof buttons)
  8. HTML vs. text
  9. Subject line character length
  10. Social sharing icons
  11. Preheader text (text preview following the subject line)
  12. Personalization–first name, company name, address, etc.
  13. Header height
  14. One column vs. two columns vs. three columns
  15. Video in email
  16. Using lists and numbers
  17. P.S. note in email footer
  18. Using trust icons
  19. CTA placement
  20. Short copy vs. long copy
  21. Social proof
  22. Mobile optimization
  23. Special characters in subject line
  24. Declutter
  25. Resending to non-openers


For more resources on email marketing, check out our blog on Tips & Tricks for Optimizing Your Emails as well as our Email Marketing Best Practices.


Happy testing!

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