I just recently renewed my Marketo Certified Expert status with the latest iteration of the certification exam. It's quite a bit different from the previous versions, so I thought it would be helpful to provide a list of topics you should know:
- Understand how inherited tokens work
- Review the A/B testing functionality in the email program, including the dashboard, and know the steps to setting up a subject line test
- Understand what happens if you add a new piece of content into a stream of the engagement program when someone is exhausted content
- Understand how to transition someone from one stream to another in an engagement program
- Understand approaches to resetting the score of a lead
- Understand operational emails versus promotional emails
- Know the types of tokens and where each can be used
- Know how custom columns work in a report
- Know that you use a lead performance report to measure database growth over time
- Know that you use a landing page performance report to measure form conversions
- Know the difference between Marketo and an ESP
- Know how Marketo handles soft bounces versus hard bounces
- Know what the value of a text version of the email is
- Know what marketing suspended is for
- Know what a local asset is (in a program) versus a global asset (in Design Studio)
- Know what data you need to have in order to track cost per success
- Know what you can see on the engagement program dashboard
- Know the basics of international spam laws
- Know what the roles of the different stakeholders are during the scoring process (CEO, CRM, marketing, sales)
- Know where in the form UI you go for progressive profiling
- Understand what happens when you have multiple triggers in a smart campaign
- Understand what happens when you have multiple choices in a flow step and a lead qualifies for more than one
- Understand the connection between acquisition program and new names
- Understand the ways someone gets automatically marked as acquired by a program
- Understand that you cannot move backwards in a program status
- Be able to select which program type to use for a live event hosted by the company
- Know that you need to activate the content in an engagement program before you can launch it
- Know the consequences of removing leads from an engagement program after they already participated
- Know the functionality that the webinar integration gives you at each step of the process (invite, register, attend, no show, attend on demand)
- Understand that triggers are how you respond in real-time to someone
- Know how to set up a data management campaign to standardize country
- Understand whether you set up visibility rules on state or on country when you want to display state only if country is US/Australia
- Understand what are things that Marketo would categorize as behavior scoring and what would be demographic
- Know the difference between Send Alert and Send Email (who receives the email)
- Know about the connection between snippets and segmentations
- Know about the connection between segmentations and dynamic content
- Know the differences between segmentations and smart lists
- Know the ways you would alert sales to a new lead
- Know what Munchkin code does
- Know what communication limits are
- Know about stored values for a picklist
- Know about hidden fields
- Know when you can use advanced thank you pages
- Know about lightbox options for embed forms
- Know how to edit the URL of a landing page
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