Marketo University Documents

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Marketo University Learning Paths
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Instructor-led Course Overview
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Marketo University offers the following training products: Free Training Modules​ A LEARN video to introduce the concept, what it is, why it’s important, and key considerations for success. A WATCH video that provides instructions on how to approach and execute the topic within the Marketo Engagement Platform. DO resources, which provide step-by-step written instructions on how to accomplish tasks in Marketo. A CHECK assessment, which is a short quiz to assess whether someone has learned the core concepts of the training module. Instructor-led Classes​ Available live virtually, via on site classrooms,  and on demand. 14 courses that start with Marketo Core Concepts and dive into advanced specialties. Available as individual purchases or through Learning Passports. Learning Passports​ Passport Unlimited: Includes access to all Marketo University training delivered through a variety of training formats.  You can attend any of our face-to-face classroom or instructor-led virtual courses, all taught by Marketo Certified Instructors.  Plus, the same courses are available as self paced, on-demand courses available 24/7. E-Learning Passport: Includes access to all Marketo University training in a self paced training format.  Learn at your own pace with on-demand courses that are available 24/7.
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Welcome To our new  Marketo University Community Portal! Marketo University is your one stop shop for Marketo training and certification information.   We are building out this portal to provide you with the information you want quickly.  We will be adding content and features.  If you have any requests or feedback, please share! The links above will take you to relevant information about all that Marketo University has to offer. 
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​ Be the best marketer you can be! With a Learning Passport, you have unlimited access to our entire catalog of courses covering everything from beginner to advanced techniques. You can attend any of our face-to-face classroom courses and instructor-led virtual training, all taught by Marketo Certified instructors. Plus, you can access our growing library of premium content in the form of self-paced webinar recordings. The Learning Passport is the most convenient, economical way to get the expert training you need on how to apply marketing best practices in Marketo, when you need it.
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​ Differentiate yourself and showcase your advanced skills. Available exclusively to Marketo Certified Experts, Specializations demonstrate your proficiency with key functional areas of Marketo.
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​ Announcement Marketo University is pleased to announce our new Marketo Certified Expert (MCE) exam effective February 27, 2017. The new MCE exam contains scenario-based questions that cover real-world practical knowledge.  In 2013, the first Marketo Certified Experts were recognized - and demand has been growing ever since. To keep our program current and give you even more ways to validate your skills, besides the new MCE exam Certified Expert exam, we are introducing a new certification prep course, and a variety of new Marketo Specializations – all designed to help you showcase your skills and advance your career. Please review our press release, updated certification web pages and FAQs for all of the details. Ensure your success with the Marketo Certified Expert exam To increase your chances of success, Marketo recommends a combination of: Foundational marketing automation knowledge 1 year of experience as a marketing automation professional 1-2 years of general marketing experience 1+ years (800-1000+ hours) hands-on experience using Marketo Conceptual knowledge and understanding the business context of using marketing automation Earn the Marketo Certified Expert credential The Marketo Certified Expert designation is a technical marketing credential that validates competency, expertise, and operational knowledge in the broad use of Marketo. We encourage all Marketo customers and partners to become certified. Pay for the exam Each Marketo Certification exam costs $225 USD whether you’re taking it for the first time, retaking it because you didn’t pass the first time, or getting recertified. Benefits of Marketo Certification Certificate of achievement Globally recognized official designation and logo Recognition in the Marketo Community Expert Locator Membership in the exclusive Marketo Certification LinkedIn group Schedule an exam Create an account and register to take the exam at Webassessor.​ Understand the exam Approximately 75 questions Duration is 90 minutes The Marketo Certified Expert 2017 exam's minimum passing score is 70% (Japan MCE's minimum is 80%) Exams are scored based on the number of correct answers divided by the total number of questions Exams are proctored by Kryterion at local testing centers or online​ Before taking the exam, candidates must agree to the Marketo Certification Agreement​ Get Recertified The Marketo Certified Expert credential is valid for two years from issue date, after which time you need to take the exam again to be recertified.
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​ Overview With Marketo, you can configure your programs and campaigns for optimal analysis and reporting. In Using Attribution Models, you’ll learn about the Marketo analyzers and how to set up your programs to track and measure first-touch and multi-touch attribution. You’ll also learn what data Marketo captures, and you’ll gain experience using ad-hoc and custom reports that you can use to report on attribution and make decision about where to focus your marketing efforts. Learn to Describe Marketo Revenue Cycle Analytics (RCA) and its role in attribution Explain when to use first-touch vs.  multi-touch attribution Set up programs for optimal RCA effectiveness Use Marketo reporting tools and analyzers to drive sales based on attribution Duration 1/2 day Hands-on exercise Hands-on exercises and demonstrations help you gain in-class practice setting attribution for marketing programs. Take-home exercise guides help extend your learning beyond the class as you apply what you have learned back in your job. Ways to attend Instructor-led virtual Suggested follow-on courses Building Programs and Campaigns Building Engagement Programs Customizing Creative Assets Optimizing Email Deliverability Best For Marketers with experience in Marketo who want to set up their programs to track and report on attribution Cost $375 USD
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​ Overview The powerful messages in your marketing emails can only engage your target audience if they  make it into the inbox.  In Optimizing Email Deliverability, you’ll learn how to measure and monitor deliverability, configure key technical settings to authenticate your emails and setup your Marketo instance to ensure people receive only the communications that they want.  You’ll also learn content design strategies that will increase the likelihood that your audience receives your message as well as opt-in best practices. Learn to Describe deliverability and how it is measured Understand how to prevent and fix deliverability issues Monitor email deliverability and adjust programs based on results Design your emails with deliverability in mind Increase engagement by using opt-in best practices Duration 1/2 day Hands-on exercise Hands-on exercises and demonstrations help you gain in-class practice creating email content that is optimized for deliverability. Take-home exercise guides help extend your learning beyond the class as you apply what you have learned back in your job. Ways to attend Instructor-led virtual Suggested follow-on courses Building Programs and Campaigns Building Engagement Programs Customizing Creative Assets Using Attribution Models Best For Marketers with experience in Marketo who want to increase the performance of their email initiatives Cost $375 USD
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​ Overview Are you thinking of taking the Marketo Certified Expert (MCE) exam? The MCE Exam Prep course is designed to help you succeed. In this course, you’ll get tips for taking the certification exam and review the exam objectives including: marketing automation concepts, lead management, targeting and personalization, implementation and operations, and analytics. You’ll also learn industry best practices and walk through sample questions designed to help you focus your preparation efforts in advance of the exam. Learn to Topics covered in the Marketo Certified Expert exam How the sections and topic areas are weighted Industry best practices that are likely to appear in the exam Types of questions that will appear on the exam and a dissection of sample questions Exam study tips from Marketo experts Key areas to focus your exam preparation efforts Duration 3 hours Hands-on exercise Hands-on exercises and demonstrations help you gain in-class practice in using Marketo Web Personalization to develop web personalization campaigns. Take-home guides help extend your learning beyond the class as you apply what you have learned back in your job. Ways to attend Instructor-led virtual Suggested follow-on courses Using Marketo Analytics Using Attribution Models Best For The MCE Exam Prep course is for any marketing professional who wants to earn their Marketo Certified Expert credential and who has: 1-2 years general marketing experience 1 or more years hands-on, practical experience with Marketo in the areas of database marketing, lead database management, marketing programs, design studio, and analytics Cost $375 USD **Marketo's Prep Course will be offered for free until Summit, April 2017. If you are unable to attend the Marketo Certified Expert Prep Course, not to worry, just watch the recorded version MCE Prep recording​
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​ Overview Using Marketo Web Personalization, you can deliver personal, relevant experiences to your visitors, tailoring your website to meet individual visitor needs while helping you drive conversions. In this class, you’ll learn how Marketo enables web personalization, and how to create audience segments based on demographic, firmographic, and behavioral data. You’ll also learn how to build different types of web personalization campaigns available in Marketo, and how to measure the impact of your web personalization marketing initiatives. Learn to Define web personalization Navigate the Marketo Web Personalization app Manage your user settings and edit your regions Create audience segments Identify the different types of web personalization campaigns available View people and organizations in web personalization Test and optimize web personalization campaigns Measure web personalization success View content analytics Duration 1/2 day Hands-on exercise Hands-on exercises and demonstrations help you gain in-class practice in using Marketo Web Personalization to develop web personalization campaigns. Take-home guides help extend your learning beyond the class as you apply what you have learned back in your job. Ways to attend Instructor-led virtual Suggested follow-on courses Using Marketo Analytics Using Attribution Models Best For Marketers with experience in Marketo who want to engage web visitors with personalized experiences Cost $375 USD
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​ Overview Social media is one of the most powerful ways to reach and engage with your buyers today. Because of its near-universal use, social media is one of the most effective (and perhaps cost-effective) channels to connect with your audience. In this class, you’ll learn about planning and strategizing your social marketing and ways you can integrate it into your current Marketo activities. You’ll also learn best practices for managing your social media presence with Marketo on platforms like Facebook, Twitter, Google, and others. Additionally, you’ll learn how to use social marketing features of Marketo, and ways to report on the impact of your social marketing initiatives. Learn to Define social marketing Manage your social media presence with Marketo Use Marketo social marketing features Report on the impact of your social marketing Duration 1/2 day Hands-on exercise Hands-on exercises and demonstrations help you gain in-class practice engaging buyers through social marketing. Take-home exercise guides help extend your learning beyond the class as you apply what you have learned back in your job. Ways to attend Instructor-led virtual Suggested follow-on courses Using Marketo Analytics Using Attribution Models Engaging Visitors through Web Personalization Best For Marketers with experience in Marketo who want to leverage social media as a marketing platform Cost $375 USD
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​ Overview With Marketo, you can use our built-in library of creative assets to develop powerful marketing messages right out of the box. In Customizing Creative Assets, you’ll learn how to take your marketing to the next level by creating new design assets that tell your story, and by customizing the assets included in your Marketo instance to meet your specific marketing needs. You’ll also gain hands-on experience in customizing colors, buttons, styles, landing pages, emails, and more.  Learn to Create custom email and landing page templates Customize landing pages, template elements, variables, and HTML Customize HTML emails Customize CSS for form text fields, checkboxes, and buttons Duration 1/2 day Hands-on exercise Hands-on exercises and demonstrations help you gain in-class practice creating and customizing your creative assets. Take-home exercise guides help extend your learning beyond the class as you apply what you have learned back in your job. Ways to attend Instructor-led virtual Suggested follow-on courses Building Programs and Campaigns Building Engagement Programs Optimizing Email Deliverability Using Attribution Models Best For UI Designers and Web Developers with experience in Marketo who want to improve the design of their emails and landing pages.  HTML/CSS experience is highly recommended. Cost $375 USD
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​ Overview Every business seeks to stand out from their competition, and event and webinar marketing can help you do just that. In this class, you’ll learn how to create and track events and webinars in Marketo, as well as how to use some of the special features available specifically for event programs. You will also learn how to set up and execute both online and offline events using a Marketo event program, how to use LaunchPoint applications to sync webinars directly to Marketo events, and how to manage attendance at live events using the Marketo Live Event application. Learn to Identify event types that are supported in Marketo Describe the difference between an event and default type program Set up programs with special features like Webinar API and Marketo Live Event Create a webinar program Create a tradeshow program Use the Live Event app to manage event check-ins and attendance Use the Marketing Calendar to manage your events Duration 1/2 day Hands-on exercise Hands-on exercises and demonstrations help you gain in-class practice creating events and webinars in Marketo. Take-home exercise guides help extend your learning beyond the class as you apply what you have learned back in your job. Ways to attend Instructor-led virtual Suggested follow-on courses Using Marketo Analytics Using Attribution Models Driving Buyer Engagement through Social Marketing Engaging Visitors through Web Personalization Best For Marketers with experience in Marketo who want to leverage event and webinar marketing to engage with buyers Cost $375 USD
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​ Overview Marketo provides a variety of program types to meet your marketing needs. In Building Programs and Campaigns, you’ll learn to automate programs and set them up to report on important program data such as ROI and acquisition. You’ll also learn how to save time by cloning existing programs, using pre-built programs, and creating My Tokens to quickly update variables across a program. Learn to Select the right Marketo program type Set up accurate period cost reporting by using program tags Build programs and campaigns to automate your marketing and acquisition Clone and re-use programs Create program templates Create My Tokens to automatically update variable content across an entire program Duration 1/2 day Hands-on exercise Hands-on exercises and demonstrations help you gain in-class practice in automating web content programs. Take-home exercise guides help extend your learning beyond the class as you apply what you have learned back in your job. Ways to attend Instructor-led virtual Suggested follow-on courses Building Engagement Programs Customizing Creative Assets Optimizing Email Deliverability Using Attribution Models Best For Marketers with experience in Marketo who want to create powerful and engaging marketing programs and smart campaigns Cost $375 USD
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​ Overview With Marketo, you can use engagement programs to personalize, adapt, listen to, and react to target audience behavior in real-time. In Building Engagement Programs, you’ll learn everything you need to get an engagement program up and running, including creating the program, adding content, building streams, and adding people. You’ll also learn how to track the success of your program through the Engagement Program Dashboard, and how to maintain and enhance your programs based on program results. Learn to Define the components of an engagement program Create an engagement program that meets your marketing needs Add content to an engagement program stream Set stream cadence Manage content within a stream Add people to an engagement program Track the performance of your program using the Engagement Program Dashboard Maintain and enhance engagement programs Duration 1/2 day Hands-on exercise Hands-on exercises and demonstrations help you gain in-class practice creating engagement programs. Take-home exercise guides help extend your learning beyond the class as you apply what you have learned back in your job. Ways to attend Instructor-led virtual Suggested follow-on courses Building Programs and Campaigns Customizing Creative Assets Optimizing Email Deliverability Using Attribution Models Best For Marketers with experience in Marketo who want to build engagement programs that deliver the right message to the right person, at the right time Cost $375 USD
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​ Overview In Marketo Core Concepts, you’ll learn how to use the core features of Marketo to attract and engage customers. In this two-day hands-on course, we will teach you how to automate your marketing efforts through batch and trigger email campaigns, nurture campaigns, and marketing programs that deliver personalized messages based on defined behaviors, captured audience data, and specific activities. You’ll also gain experience in running reports to analyze your marketing efforts. Learn to Upload names to a database Send a batch email to a targeted list Send a responsive or triggered email Send a triggered email for access to gated content Create landing pages that include forms and links Use elements from the Marketo Design Studio Execute a basic drip nurture campaign Execute a basic triggered nurture campaign Analyze and report on your marketing efforts Duration 2 Days Hands-on exercise Hands-on exercises and demonstrations help you gain in-class practice using the core concepts of Marketo. Take-home exercise guides help extend your learning beyond the class as you apply what you have learned back in your job. Ways to attend Instructor-led classroom, instructor-led virtual Suggested follow-on courses Building Programs and Campaigns Building Engagement Programs Customizing Creative Assets Optimizing Email Deliverability Using Attribution Models Best For Marketo Core Concepts is best for marketing managers and marketing practitioners who are beginners with Marketo or who are new to digital marketing automation. Prior knowledge of Marketo is helpful, but not necessary. Cost $1500 USD
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