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2017

Get Ready!

Get ready to become a Marketo Certified Expert and discover new opportunities for career growth and advancement. During a recent certification webinar, Inga Romanoff shared salary data that validated the value of Marketo certification.  Research shows that 34% of Marketo Certified Experts typically make over 125K, compared to only 14% non-MCE Marketo users.  

Quite a few attendees from the August 24th webinar wanted to know how to get ready for Marketo Certification.  Here are a few preparation tips for both the MCE exam and Specializations.

 

Marketo Certified Expert Preparation Materials

 

Marketo Specialization Assessments 

 

 

Get Set!  

Now that you know how to prepare for the exam, let’s review eligibility requirements.  

If you achieved your MCE in 2016 you will be required to maintain your certification in 2017.

If you received your MCE designation by taking the 2017 exam, you will be required to maintain your credential every two years. 

Marketo recommends the following prerequisite knowledge prior to taking the MCE exam:

  • 1-2 years general marketing experience
  • Foundational marketing automation knowledge
  • 1+ years (800 – 1000+ hours) hands on experience using Marketo
  • Conceptual knowledge and the business context of using Marketing Automation

Your MCE designation is also required prior to taking the specialization exams.

 

Now GET CERTIFIED! 

There are multiple opportunities to take both the MCE and Specialization Assessments.

In Person (MCE only)

  • The Marketo Certified Expert (MCE) certification exam will be available at the upcoming Marketo Roadshows
    • Boston—October 3, 2017  Exam Lab open:  7am-4pm
    • Chicago—October 4, 2017  Exam Lab open:  7am-4pm
  • Discounted Exam fee: $175USD
  • Exam Registration: Registration will be on-site.

Two Testing Models

  1. Online Proctored—exam at home or work
  2. Onsite Proctored—traditional exam center

If you have are going to acquire records in SFDC from different sales intelligence sources here is how to set acquisition for those records.

 

Step 1. Create an List Purchase channel if necessary.

 

Step 2. Create the acquisition programs for the different sources.

Step 3. Create a smart campaign to set acquisition. If you need low latency create the campaign using a trigger as shown below. Otherwise create a batch campaign so it doesn't impact your Marketo system performance. In the following example, the Discover.org records will never be created as contacts and thus Contacts won't be allowed to qualify for the campaign.

 

Smart list

Flow

 

Schedule

Activate the trigger campaign or schedule the batch campaign to run daily. Records should only flow through the campaign once.

 

If you have been purchasing Discover.org or Data.com records before you implemented Marketo, remember to run a batch campaign to set the acquisition program for these records before you create and activate your trigger campaign.

 

Additional articles on acquisition program

After you setup the Saleforce/Marketo integration the next step is to set the acquisition program for all the records synced from SFDC. In this example, I am going to use one acquisition program for all the SFDC records.

 

Step 1. Create an acquisition program for your salesforce records. I am using the operational channel to exclude the program from my RCE reporting.

 

Step 2. Create a smart campaign to set acquisition.

 

Smart list

 

Flow

As you can see I am setting the acquisition date to the date the record was created in SFDC. If I skipped this step the acquisition date will be the date the acquisition program was set.

 

Schedule

Run the batch once. In a future blog article I will show how to change the campaign to a recurring batch campaign.

 

Additional articles on acquisition program

  • Acquisition Best Practices
  • Marketo Behavior When Changing an Acquisition Program
  • Set Acquisition for Partner and Employee Records

If you have a lot of partner and employee records in your system here is how to create partner and employee acquisition programs. Changing the acquisition program for employees and partner will make your program member and attribution reports more accurate.

 

Step 1. Create an Operational Channel if necessary.

 

Step 2. Create the partners and employees acquisition programs.

 

Step 3. Create a smart list identifying all you partner records.

 

Step 4. Create a smart campaign to set acquisition. Make sure the acquisition program field is not blocked from field updates.

 

Smart list

Note: I used the created in the past 7 days in the smart list so if someone accidentally messes up the smart list only the records created in the past 7 day will run through the campaign rather than the entire database

 

Flow

 

Schedule the campaign to run daily or weekly. Records should only flow through the campaign once.

 

Remember to run a batch campaign to set the acquisition program for all existing partner and employee records in the system before you create and activate your daily batch campaign.

 

Additional articles on acquisition program

Summary of what will happen when you change an acquisition program name using the Marketo Change Data Value flow step.

 

Activity

Acquisition Program Name Changes

Acquisition Program Date Changes

Change acquisition program name

Yes

No

Set acquisition program name for the first time

Yes

Yes, the acquisition date will be the date you run the campaign

Remove acquisition program name (aka set the acquisition program to NULL) using a Change Data Value flow step*

Yes, the value is cleared

No

Remove acquisition program name and then later set a new acquisition program name using Change Data Value flow steps

Yes

No

Remove acquisition by removing the record as a member of the program

Yes, the value is cleared

Yes, the acquisition date will be cleared

 

* Removing an acquisition program name using a Change Data Value flow step

Notes:

  • If you have a lot of partner and employee records in your system you might want to consider creating partner and employee acquisition program so these records don't impact your attribution reports.
  • It's best practice to block field updates for the acquisition field so you don't accidentally change the value. If you are intentionally changing the acquisition program for employees and partners it will not be possible to block field updates.
  • See this article if you have records entering Marketo and acquisition program isn't being set.

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