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What assets we are talking about?


See, there are certain assets that can be only created under any program whereas few assets can be created either in the design studio or under any program in the marketing activities and these assets are:
1. Landing page

2. Emails

3. and Forms


For landing page and emails there is no difference at all. You can create them any of the above place as per your requirement.


Now, the third one is the form. When we create any form under a program in the marketing activities and  lead will submit their details through this form, that lead will become the member of this particular program. It simply means if you are using this form in the multiple program then your reporting will be getting affected or you would need to add an extra step in each campaign to assign acquisition program.


If this form was created in the design studio then there is no harm at all because in design studio we don't have anything like program and we can call this form under any program in the marketing activities.


Please let me know if i missed anything.



Sant Rathore

Hey Everyone,


It's been almost 5 years I have been working on Marketo and what I found is most of the companies who are using Marketo don't even know the capability of this powerful tool and they end up with the result that this tool is not meeting their requirement. I know it sounds strange to you as well.


Let me give you an example:
A company which was using Marketo for last 3-4 years with this setup


~ No solid lead scoring

~ Reporting is untouched, they are not using tag, no proper channels, period cost and acquisition program

~ No lead cleanup

~ You are not using engagement programs


Are you using all these functionality? If not then start using today and after 4-5 months you will see the result.


I will be writing next blog about how to tag Acquisition Program against the old captured lead.


Thank you!
Sant Rathore

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Earning a Marketo Certification is a significant way to validate your Marketo skills and differentiate yourself. When you become certified, you join an elite group of marketing professionals who find that certification boosts their career as demand for Marketo experts continues to grow.



Register now to add the Marketo Certification or Specialization Exams to your Summit registration!

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Watch our latest webinar recording about MCE Certification and Specialization Information and Tips.


We look forward to seeing you all become FEARLESS EXPERTS at Summit!


Marketo University

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.

Hey Guys I was Practicing for the MCE again and I needed to renew it. I notice the old practice test was gone..

This is a Practice test I created in the past with some questions. I know alot of its old based on the practice exam.

It will help you to pass the exam.  I plan to add all the questions from  Sample Questions for MCE Exam: Admin & Operational

and some that I remember from the test.  Any intel on new questions are appreciated!!


MCE Practice Test | Quiz

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As demand for Marketo experts increases, Marketo University recognizes the need for users to demonstrate their expertise in Marketo.

We have expanded our Certification program offerings to meet this demand, and we are hosting a webinar to share these changes with you!


Join us for this informative webinar where our experts will share tips on exam preparation and success.


This webinar will cover:

  • Benefits of being a Marketo Certified Expert and Specialist
  • Details about the new Marketo Specialization assessment exams
  • Tools and tips to help properly prepare
  • Tricks to ease test taking anxiety (hint: attending this webinar is one!)
  • Information for becoming certified at Marketing Nation Summit 2018
  • Q&A Session


Register for this Webinar here.



Marketo University

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In the Bay Area but can’t make it to the full four days of Summit? Marketo University is thrilled to announce that we are now offering University Day Single Day Pass for the Marketing Nation Summit 2018!


This Single Day Pass gets you full access to University Day 2018, where you can take your Marketo skills to the next level! Accelerate your Marketo learning and build expertise with focused instruction, practical demonstrations, and inspiring presentations by Marketo experts.


Register now to join us on April 29th, 2018.


Registration Links:

University Day Single Day Pass: Register Now



To add to your Summit registration, please use this link instead.

Summit + University Day Pass: Register Now



We’ll see you at University Day!


Marketo University

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.



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






Campaign Activity Report




Campaign Email Performance Report





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.



The Demand Generation Manager supports the Marketing and Sales teams as a whole in all activities that generate and nurture Bluecore’s sales pipeline. The role requires extensive organized B2B Demand Generation experience and the ability to manage, execute and measure marketing campaigns autonomously. This position is highly visible to all levels and departments within the organization and requires ambitious and diverse marketing skills in multiple disciplines that will drive sales into the organization as Bluecore continues to scale.


    • Responsible for managing all aspects of lead and demand generation activities across multiple channels with main target to contribute quality engagement and leads for our sales organization including but not limited to: managing our marketing automation system, building and executing all email and cross channel nurture streams for the full customer journey, working closely with Content, Sales and Events to execute strategic and timely messaging, owning the lead scoring and qualification process Identifying areas of opportunity within customer segments to increase conversion, project managing integrated campaigns, managing Lead Opportunities and Campaigns in our CRM to ensure timely outreach and reporting of events, and own the constant monitoring of our Data Hygiene
    • Co-create the Demand Generation budget with the Sr. Manager of Demand Generation to ensure economically efficient growth. Monitor program spend and make recommendations for the company’s growth
    • Lead the creation and implementation of the buyer journey and experience through relevant and timely nurturing of content and sales outreach messaging.
    • Segment our existing lead database and create relevant drip campaigns to revive old leads
    • Build and optimize key digital channels and Inbound (social, SEM/SEO, email, webinars, content marketing), and be a strong influencer in maximizing Return on Investment from existing Market Development Outbound efforts
    • Partner with the Marketing Content team to develop compelling content that drives high impact marketing campaigns ands align with buyer’s journey maps
    • Partner and coordinate with our Events team to execute communications for all of our trade shows and other event marketing projects and ensure proper campaign attribution.
    • Develop effective program marketing mix to attain Enterprise and MM lead targets and revenue goals; create an integrated, multi-channel marketing plan utilizing various marketing tactics including email, advertising, events, 3rd party engagements, thought-leadership opportunities, etc.
    • Implement best practices approach to campaign development and execution to ensure maximum impact and alignment between internal teams
    • Recommend various marketing channels including events, industry associations, online communities, publications
    • Manage and continually optimize a marketing budget across channels such as SEO/SEM, email, social, retargeting and native content ads
    • Constant optimization of digital marketing efforts using data, testing, and critical thinking to get the best possible results
    • Partner with Sales Operations in maintaining a highly integrated tech stack, providing recommendations on new tools as required, to help improve marketing efficiency, better tracking and tighter reporting on pipeline impact



    • A BA or BS in Business or Marketing from an accredited university with a minimum of 5 years experience in B2B marketing programs and demand generation, both developing and executing programs.
    • Marketo Certification a plus
    • A demonstrated track record of customer acquisition across multiple channels, including Social, Paid Media, and Content Syndication.
    • Experience in running Account Based Marketing tactics a plus. 
    • Exceptional proficiency at learning complex software solutions combined with the ability to explain the products in a manner consumable by both inexperienced and experienced customers
    • Superior communication skills both oral and written with a high level of comfort in influencing without authority over the phone and in person.
    • Excellent multitasking acumen that is capable of tackling challenging and diverse tasks simultaneously, strong organizational skills, work ethic and attention to detail.
    • Superior professionalism, resourcefulness and judgment
    • Advanced MS Excel and PowerPoint skills


    • Highly competitive compensation package including salary and equity as well as the opportunity to work for one of the fastest growing marketing technology start-ups
    • Comprehensive medical, dental, and vision insurance
    • 401(k) plan
    • Monthly fitness stipend for a gym membership or fitness classes
    • Monthly NYC Metro Card
    • Generous Parental Leave & flexible vacation policy


At Bluecore we believe in fostering an inclusive environment in which employees feel encouraged to share their unique perspectives, leverage their strengths, and act authentically. We know that diverse teams are strong teams, and welcome those from all backgrounds and varying experiences.


Bluecore is a proud equal opportunity employer. We are committed to fair hiring practices and to creating a welcoming environment for all team members. All qualified applicants will receive consideration for employment without regard to race, color, religion, gender, gender identity or expression, sexual orientation, national origin, disability, age, familial status or veteran status.