As I set out to take my Expert Certification renewal late last year (Nov 2023), I was pleasantly surprised to see that Adobe has a set of guides to direct users to various resources for study purposes (much better than when I first took my exams and I had to use Community information entirely as nothing was provided!). However, for the Expert version, it still didn't hit the mark for me because links were general ones - sending me either to Product Documentation or the Community writ large.
So, I've put together a complete list of the specific resources I used to study for each topic, laid out in the same format as the Adobe study guide, and thought I'd share with the Community that has helped me out so much from my first days with Marketo. Please feel free to share the link with anyone that may benefit, and keep me posted on any links that might expire (I'll keep things updated as the exams/resources evolve).
*Note: Any topics that don't have links are those best understood through use of Marketo and working experience of the tool.
Section 1: Administration and maintenance (12%)
- Determine the mapping process between Marketo and CRM
- Identify what happened to an asset using the Audit Trail
- Recognize differences between users and roles
- Given a scenario, identify the best fit for using workspace and partitions
- Identify CRM platforms with native Marketo synchronization
- Given a scenario, locate where information is referenced
Section 2: Marketing activities/Campaign management (48%)
- Demonstrate an understanding of Smart Campaigns, logic, constraints, and flow steps
- Given a scenario, define the next step
- Identify the root cause of a problem
- Interpret the relationship between programs, channels, tags, and period cost
- Demonstrate/apply the correct configuration to Engagement Programs
- Give examples of usage for different types of tokens
- Summarize the utility of Webhooks in Marketo and how they are used
- Identify and apply the appropriate use of the PCMF
- Explain the benefits of Global Assets and how to use them
- Demonstrate the capabilities of forms
- Perform and analyze an A/B test strategy
- Identify where a program or asset has been referenced with ‘Used By’
- Troubleshoot communication limits
- Use Webinar provider information in an event program
Section 3: Lead management (10%)
- Outline the key decision points in defining the lifecycle model
- Apply best practices around lead scoring
- Implement the appropriate interesting moments
- Interpret the lead activity log
- Given a scenario, identify the creation source
Section 4: Data management (10%)
- Demonstrate how to set up a data management program
- Analyze an instance’s data quality
- Identify a few key pieces of Marketo’s data retention policy as it relates to smart lists
- Summarize how segmentation works
Section 5: Reporting (5%)
- Given an outcome of a campaign, determine how to set up a program to provide the best reporting
- Given a scenario, be able to investigate and assign the appropriate acquisition program
Section 6: Best practices (15%)
- Demonstrate the relevance of lead scoring in marketing and sales collaboration
- Illustrate the benefits of the folder structure and naming conventions
- Apply best practices around A/B testing
- Explain the process to perform a quality check on any Marketo program
- Explain the process to perform a quality check on an email
Last updated: Tuesday, January 16, 2024
.png)