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Hi All,


I’ve recently attended a Marketo Certified Solutions Architect (MCSA) workshop and wanted to give you an overview of the certification and a couple of tips, which I hope you find useful!


Currently there are less that 150 people that possess this certification, so if you really want to distinguish yourself as a Marketo Consultant it’s an extremely useful certification to have.


In order for you to be able to present yourself for the MCSA certification there are a number of requisites:


  • You need to be a Marketo Partner
  • You need to have a currently valid MCE certification


You will require to have a Marketo Lead Management (MLM) badge AND (at least) 2 of of the below items:


  • Marketo Lead Management
  • Center of Excellence
  • Analytics
  • Web Personalization
  • ABM • Administration
  • Integration – Native and/or Custom
  • Mobile
  • Digital Ads
  • Migration
  • Advanced Creative


The presentation should show real-case client projects you led, showcasing why and how you implemented the required solutions, the results and the success of the overall project. You can present different case studies per area, however they need to be real client cases and they cannot be based on projects you undertook for your own company.


You will be assessed based on the below areas:


  • 50% - Knowledge
  • 15% - Writing ability
  • 15% - Speaking ability
  • 10% - Strategy, design and success
  • 10% - Professionalism


You can present in the below ways:


  • Co-working with MKTO on a project
  • On-site visit to MKTO
  • Virtual presentation


I have to say the workshop is extremely useful. It’s interactive, hands-on real case studies, very advanced and detailed. It will prepare you to become a technically and strategically well-prepared Marketo Consultant.


If you have any questions please let me know.



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.




Happy study!

Harish Gupta

Data Hygiene Model

Posted by Harish Gupta Jul 7, 2017

Data Hygiene Model


Data Hygiene is the process of identifying the inaccurate lead record from database and then replace, modify or delete the dirty data.

In Marketing automation, the program success is always depending upon the healthy database you have in your system. Suppose you received one list with 2,000 records from one of your vendor. The list contains 1,000 records with incomplete information e.g. Missing email id, lead source, name, country. You uploaded the list into Marketo and you are sending an email to the all the records in the list. Now, as per your understanding, you are targeting a list with 2000 leads but Marketo found only 1000 correct list. It affects your program success rate and overall successful implementation of Marketing automation.

Here are the few Scenarios:

  • You have uploaded one list without country field. You CRM is setup in a way that each lead gets assigned to particular lead owner as per lead country. All leads belonging to USA will go to Lead Owner A and all leads belonging to Australia will go to Lead Owner B. You run a program and send all the leads to CRM. All leads go in generic queue which has been setup by CRM owner. Now the set of rules in CRM is not able to identify that which leads should go to person A and person B because all leads are missing Country field.
  • You are sending an email to list of people who belong to country USA. You have 2000 leads in your database with country as USA. There is no data hygiene model in your system. You hit the send button and you receive 800 bounced back (Hard + Soft bounced). You again send an another email to the same list of people and again you receive the 800 bounced back. Now the chances are high that your IP address should be marked as SPAM by email clients.


Data hygiene model will help you to keep your database as marketable, so your program success rate will always remain high and decrease the chances of SPAM and Hard bounced.

Steps to create a Data hygiene model in Marketo:

  1. 1) Identify the records with NO Email address or invalid email address:

Create a smart campaign in Marketo which will keep an eye on new leads with invalid email addresses or existing leads with invalid email addresses and delete that record from Marketo.


Create a smart campaign in Marketo which keep an eye on new contact in Marketo with source as CRM. Send the alert notification on your email id and delete the record from Marketo only. Don’t delete the record from CRM.


Fig. 1

Fig. 2


Lead with no email address:

Fig. 3


  1. 2)      Lead with Junk Email address:

Create a smart campaign in Marketo and check if the email address contains ? # $ % &, delete the lead from Marketo only.

Fig. 4



  1. 3)      Identify the email address with Hard bounce and category 1 or 2:


Create a smart campaign to find out the hard bounced emails with category 1 or 2 and delete the lead from Marketo only.


Fig. 5


Details contains:

invalid recipient

recipient invalid

recipient not

recipient unknown

unknown recipient

recipient rejected

Recipient address rejected

User address

user invalid

user not

invalid user

user unknown

unknown user

invalid address

Unknown address

Unable to verify destination address

Mailbox unavailable

no such

no longer


Bad email

email bad

You can adjust minimum number of times and date of activity field as per your company.

  1. 4)      Change the Marketing suspended on Lead behavior:


Create a smart campaign and check if lead has taken any action on any asset then set the Marketing suspended as false.

Fig. 6

Fig. 7

    1. 5) Inactive leads:


Create a smart list and smart campaign to find out the leads which haven’t done any action before your time frame of activity history e.g. Not visited web page, Not program status was changed, Not clicked any link in email, Not opened any email, Not filled out form, Not activity was logged.



Fig. 8



Fig. 9

Always download the database before taking any delete action so you will have the backup of all data and if required you can easily import the leads back into the database. Add all the mandatory column in the downloaded sheet which are required for scoring e.g. Company, Country, State, Lead source, Company Revenue, Number of employee, email, First Name, Last Name etc.

  1. 6)      Create Segmentation:


Segmentation works faster than smart list. Always create a segmentation as per industry, country or global filters. You can create a segmentation as per your requirement.



Fig. 10

There are two approaches by which we can sync the SFDC campaign with our Marketo program.

1)      At Program level:

Click on Setup tab of program and then drag and drop the SFDC campaign sync and then create a campaign if it’s not created yet or search for the existing campaign.

This approach will sync all the leads into SFDC campaign irrespective of their status. As soon as the program will have new members, all those new members will get synced with Salesforce campaign with their status.

To use this approach, you have to make sure that your program status and SFDC campaign status are same.

To get the correct success rate, you have to change the status by smart campaign.

             Eg. Change program status to Engaged or Converted (Depend upon your progression in channel.)

CONS: Once you will set the SFDC campaign id at program level, then you cannot use the same campaign id for another program at program level. Now in this Scenario the Naming convention is really helpful. If you are not using any Naming convention, then you will not able to find the program which is associated with SFDC campaign id. Then you need to reach support team and ask them to provide you the program name. There is already an idea created by Grégoire Michel in the community Being able to identify in SFDC when a campaign is mapped with a program.

2)      SFDC campaign in Smart Campaign Flow Step:

This approach will sync the leads with SFDC only when the lead will fulfill the criteria set in Smart list tab.

E.g. We only want to sync leads who will fill the form or we want leads who are ready for sales team.

In this approach if both Campaign and program channel has different status, then also we can sync the leads and change their status as per the SFDC campaign status by using the flow step “Change status in SFDC campaign”.

Eg. Status in Marketo Program-> Clicked, Converted

    Status in SFDC campaign -> Sent Responded

Start your day with a little fun and try to  match these famous movie quotes to Marketo terms and see how many you can guess correctly!


Have a great meme  to add? Please share it to the post

Answers on the bottom















6th sense.jpg


















1.  Revenue Explorer 2. Dynamic Content 3. Munchkin Code 4. Segmentation 5. Integrations



  1. Never use “dear” or “hello” when addressing someone you don’t know well.
  2. Avoid polite text such as “I hope this email finds you well”; you’re writing to someone who doesn’t know you, so just cut to the chase.
  3. Don’t write a long message. No one will spend more than 10-15 seconds on your message, so try to be as clear as possible.
  4. Don’t send marketing emails from outlook! This is a big no-no. Give your audience the option to unsubscribe by clicking on a link (and NOT by replying).
  5. Never send the same exact email twice. If they don’t react to the first email, alter your message and try creating a sense of urgency.
  6. Don’t put more than 1-2 links in an email. The more links you include, the greater chance they will click the unsubscribe link.
  7. Try to avoid hard selling emails. Engage with people first by showing them the opportunity that comes from their problems or difficulties.
  8. Don't send emails just for "the click". Focus on your content and try to create value for the target audience.
  9. Don't neglect your subject line! Also, don’t use words that are known as “spammy” words, avoid writing complete words in capital letters, and avoid "!" (spammy subject lines often include things like "special offer”, or “download our latest ebook").
  10. Avoid using a general signature such as “marketing team”. Use a personal signature with your title.


  1. Make it personal – use “Hi” at the beginning of your message and add the lead’s first name.
  2. Use line breaks when needed, as large amount of content looks spammy.
  3. If you’re sending an email, use normal font colors, normal font sizes, and a normal font-family – have you noticed that most of spam emails look more or less the same?
  4. Talk briefly about the problem and state that the solution/opportunity is here (“click here to see”).
  5. Build a smart journey for your leads so they will engage with you.
  6. Track your success, using UTM parameters and other tracking methods in order to see the results of your efforts. If there’s no tracking, there will be no success.
  7. Think ahead – what happens next? Always consider using gated content, so your leads will have to do something (fill out a form, or even just click a button) to get what you are offering them.
  8. Target your audience. Send emails only to people who might have an interest in your product or service.
  9. Consider using A/B test in order to determine the effectiveness of several versions of your emails.
  10. Use a catchy subject line! Give serious thought to it, because this is your first impression and this will decide if your clients choose to open your email.

Bonus - make sure that the unsubscribe link has the same color like the email text and not the blue link color

Good luck,

Ronen Wasserman, Marketing Automation Expert

Responsive Online Marketing

As you know, we love to have our Partners Certified, pls join one of our MCC Strategy work shops led by Tania O'Connor -


Register:  Partner Certification Training - MCC


Location: TBD (Dublin or London)

Date: February 2017

Price: €1,995 / £1,595 per registrant

NOTE: Completion of the Marketo Certification Exam is a prerequisite to attending Partner Training. For further information on Certification Exams please contact