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Let's start by how you create a score token.

You can set them up at the program level or at the folder level and it is super easy to create them.

You select score token and you drag it to the 'tokens' section.

The next step is to start populating your values.

 

This is an example of how your tokens will look like when you create score tokens.

 

 

Example of how tokens are used in a scoring model

 

One example of how you would use it is explained below:

 

You set up the values of your scores in the tokens section.

 

When you create your campaign you will use the tokens in the flow section.  You populate the 'change' field with the token name (the value has already been populated in your tokens section).  In this example someone who fills out a form with high value gets +40, someone who fills out a negative form gets -100.

 

Benefits of using tokens in a scoring model:

  • The beauty of using tokens in my experience is that you have a centralized place where you can have a quick snapshot of all the values that you are using for your scoring model.
  • You have all the values for your scoring model in one place.
  • If you want to modify your values, you can do it at the token level instead of modifying every single campaign.

For your certification exam there is a big section that covers tokens, this is included in the personalisation section.

 

Tokens are an amazing and simple functionality that facilitates personalisation.  You can use them form emails, landing pages, templates and advanced programming functionality such as lead scoring and changing data values.

 

Here are a few things that it would be good for you to review:

 

- Different types of tokens

- Where are tokens located?

- Where can they be used?

- How to use them?

 

Types of tokens

 

System Tokens

 

Marketo has system tokens that you can use for personalisation but you can also create your own tokens within a program or a folder.

 

Some examples of system tokens are:

 

- Unsubscribe link

- View as web page

- Dates

 

 

This page in Marketo Docs lists all the tokens that can be used for Person/Lead, Company, Campaign, System and Trigger.

Tokens Overview - Marketo Docs - Product Documentation

 

Folder or Program Tokens

 

In a program or in a folder you are able to create multiple tokens as well.

 

These are all the different types of tokens that you can create at a program or folder level.

 

 

Read more: Tokens Overview - Marketo Docs - Product Documentation

 

My suggestion for your preparation for the exam is that you practice with the different scenarios described above.  The questions in the exam are easy if you are familiar with the scenarios that the test is covering.

 

Edward Unthank has written a very nice article about tokens:

Marketo Tokens: Ins and Outs

These are some tips that might come handy to you if you are planning to do your certification exam online.  If that is your choice you need to book your exam in a Proctored Mode so your computer needs to have a webcam.

 

Image result for do not disturb

 

1. Have a look to the Camera Preparation Instructions

Online Proctored Exams | Kryterion Global Testing Solutions

 

2. Complete your biometric profile before the exam. The system will ask you to type a phrase, in my case, it was my first  name and last name multiple times so the system learns to recognise your pace.

 

3. If you have a coupon make sure it is valid. I had a discount coupon from Marketo but I discovered it was expired when I was ready to book my test.

 

4. Book a room for 2.5 hours.  The exam is 90 minutes but you need the room ready at the time the exam starts so it is wise to take 30 minutes to set yourself up.

 

5. Add a do not disturb sign at the door. You cannot be interrupted so it is wise to add a sign that indicates that you are having an assessment.  If you are in a noisy area, it is important that you ask for silence around you.

 

6. Have the customer support details for Kryterion handy.  In my case, I had an error when my exam was nearly finished.  I didn't know what to do.  I contacted Kryterion from my phone and they were able to help me out.  It would be easier if you had the details handy in a piece of paper or bookmarked on your phone.  If you click on the following link you will be able to find an online chat that gives support. They were very kind and helpful to me.

 

7. Remove your watch if you use a smart watch.  I didn't know about this and the exam got interrupted. I was asked to remove my watch.

 

8. Watch out for your posture and make sure the camera can see you. I started to lose my straight posture at the end of the exam, so I was asked to get my camera to see my face.

How do you schedule an email with an Email Program.

 

There are 2 ways to schedule an email using an Email Program. The most conventional could be using tile number 3 of the Control Panel (see image below).

 

If you are using an A/B Testing, you will schedule your email in the pop up that comes up when you click 'Add A/B Testing'.

If you use an A/B Testing you would need to do click Add A/B Test

In point number 3, this is where you would schedule your email if you use A/B Testing.

 

For certification purposes, it is a good idea that you get familiar with all the different scenarios used on an Email Program.

For your certification exam you need to be familiar with the setups of the landing pages.

URL Tools is a section that has many different functionalities that are really cool and useful.

In my personal experience, I don't use this section much so I believe it would be a good idea to familiarize yourself with this section and the possibilities that Marketo offers here.

 

 

 

 

 

You will be able to make changes to the URL name in this section.

 

 

I am happy to share that I have just completed my Certification Exam.  I passed it.  Below are some notes of the points that I remember that were covered. I will be expanding with more details during the next few weeks.  It is very comprehensive and you need to be very familiar with the platform but it is not hard. If you use Marketo comprehensively, you would be able to pass it.  Good luck!   Feel free to ask any questions that you may have.

 

Exam

75 questions in 90 minutes

 

 

1. Tokens

 

You should understand very well tokens:

Different types of tokens

Locations where you can create tokens

System tokens that you can use

Names of different tokens

 

2. Reports

 

Practice reporting is important. The questions asked are easy if you have practice pulling reports.

It is important that you understand the benefits of each report and the type of information that you can obtain from them so you can decide when to select them.

Practice with life scenarios!

 

3. Deliverability

 

Things that can be done to improve deliverability

System lists

 

4. Program Types and when to use it

 

Some scenarios are provided and you need to choose which program would be best for that situation. Example: Email Program VS Default Program

 

5. A/B Testing

 

How to set it up and available options.

 

6. Channels and Program Statuses

 

When to use channels.

Examples are presented and you need to choose.

How people move through program steps

 

7. Nurture Programs

 

It is important that you understand well how nurture programs work.  There are multiple questions related to nurtures.

How to add people to nurture

How transition rules are used

Steps to activate content

Logic of how emails are delivered when content has been exhausted

Understand concepts of exhausted, streams, cadence

 

8. Scoring

 

Understanding how to set up scoring models in global companies that have regional requirements

Scoring and tokens

How to reset score to zero

How to set up scoring points

How to use changes in scores in campaigns

 

9. Segmentation, Dynamic Content, Snippets

 

Understand how segmentation works

Understand the difference between segments and smart lists

Understand when snippets can be used

 

10. Forms

 

Understand field types

Understand visibility rules

 

11. Landing pages

 

Understand where to modify landing page URLs

Understand landing page reporting

 

12. Filters, Triggers and Flows

 

Understand triggers and filters

Understand advanced filters

Understand flow actions

Understand wait steps

Understand when to send alerts

When to use them, what they mean

 

13. CRM Sync

 

Understand basic functionality of data integration with CRM

Basic understanding of Marketo Sales Insights

 

14. Acquisition Program

 

Why and how to set up acquisition programs

 

15. Cost

 

How to set up costs to calculate results

 

16. System Smart Lists

 

Be familiar with the names of all of them

These are some examples of dummy reports. The idea is that you can relate to examples of the reports so you can study for your certification exam.

 

Program Performance Report

 

Example:

 

 

 

Campaign Activity Report

 

Example:

 

Campaign Email Performance Report

 

Example:

 

 

Web Page Activity Report

 

 

Image result for become a member

 

A lead could become a member of a program with one of the following 7 options:

1. Filling out a form on a landing page in a program

2. When the lead is member of an imported list, this lead becomes a member of the program where the list was uploaded

3. When the lead registers or attends a webinar synced with an event program

4. When a lead is created using the Marketo iPad check-in app

5. When the Program Status Flow action was used

6. When the lead was added to the SFDC campaign that is synched with the program

7. When a list was imported to a group list in the database under Advanced Acquisition Program is selected

 

This is information is really valuable for the Certification Exam Preparation.

For your preparation for the MCE exam on Implementation and Operations - MCE Preparation this section in the Marketo University will be very useful.

 

It is called Pathway to Email Marketing: Best Practices & How-To - It was shared by Mariko Matsui for the Japan User Group and I thought it was worth sharing as resource for exam preparation.  The topics covered here are listed on the new Exam Topics.

 

marketo-best-practices.png

 

Happy study!