Marketo Certified Expert Exam

Marketo Certified

Expert Exam

Exam Blueprint and Sample

Questions:

2017, v1

Marketo Inc.

901 Mariner’s Island Blvd., Ste 200

San Mateo CA 94404

         
 
Marketo Proprietary and Confidential  Copyright © 2015  1 
CONTENTS 
     
Certified Expert Preparation Guide .....................................................................................................2 
What’s Covered in this Preparation Guide .......................................................................................... 2 
Recommended Learning and Experience ............................................................................................ 2 
Certified Expert Exam Information ...................................................................................................... 3 
Exam Format .................................................................................................................................. 3 
Exam Topic Areas ........................................................................................................................... 3 
Topic Study Areas ................................................................................................................................ 4 
1. Program Fundamentals .............................................................................................................. 4 
2. Targeting and Personalization .................................................................................................... 5 
3.  Analytics and Reporting ............................................................................................................ 5 
4. Lead Management ..................................................................................................................... 5 
5. Implementation and Operations ................................................................................................ 5 
Sample Questions ............................................................................................................................... 7 
Additional Study Aid Resources ................................................................................................... 20 
Registering for the Marketo Certification Exam ................................................................................ 21 
Maintaining Your Marketo Certification ........................................................................................... 21 
For More information ....................................................................................................................... 21 
 
   

Certified Expert Preparation Guide

The Marketo Certified Expert designation is a technical marketing credential that validates an

individual’s competency, expertise, and operational knowledge in the broad use of Marketo. This

designation clearly demonstrates to the marketplace that these certified professionals possess

knowledge and skills in all functional areas of Marketo, while exhibiting commitment to professional

growth. Please note, Marketo Certification Exams are open to Marketo Customers and Partners with an

active subscription only.

What’s Covered in this Preparation Guide

This Marketo Certified Expert Preparation Guide is designed to help you prepare for the Certified Expert

Exam. It includes:

 Recommended learning and experience for certification

 Overview of the certification exam and key topic areas

 Sample Questions

 Exam registration instructions

Recommended Learning and Experience

Marketo recommends a combination of training, documentation, community sharing, and on-the-job

experience to increase your chances for success. Key recommendations:

 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.

 Completion of Marketo MCE Prep Course (recommended, not required)

 Review of Marketo Product Docs ( http://docs.marketo.com )

Certified Expert Exam Information

The Marketo Certified Expert Exam has been designed to assess your knowledge and proficiency in the

use of Marketo. The exam is rigorously developed and professionally administered in order to provide a

highly respected technical marketing credential.

Exam Format

The current Marketo Certified Expert Exam has the following characteristics:

 Approximately 75 multiple choice items

 Time allotted to complete the exam: 90 minutes

 Registration fee: $225 (USD)

 Passing Score: 70%

Before taking the exam, candidates must read and accept an Honor Code and a legal agreement, which

includes an agreement that the candidate will not share or expose the content of the exam.

Candidates are not allowed any assistance from another individual, or printed or electronic media while

taking the exam. Marketo takes the security of exam content very seriously.

Exam Topic Areas

The Marketo Certified Expert Exam measures the candidate’s knowledge and skills related to the

content areas listed below. Candidates should have hands-on experience as a Marketo practitioner and

have the ability to perform the tasks listed as Exam Objectives within each content area.

Exam Objective

Exam Objective Breakdown

Program Fundamentals

30%

Targeting and Personalization

16%

Analytics and Reporting

16%

Lead Management

20%

Implementation and Operations

18%

Total

100%

Topic Study Areas

Below is a list of areas of study, including links to Marketo’s Docs site.

1. Program Fundamentals

 Given a scenario about creating an engagement program, identify the settings that need to be in

place for the first cast to go out.

 Given a scenario about an engagement program with exhausted leads, identify what happens if

additional content is added to the stream.

 Identify situations when an engagement program should be used as opposed to other program

types.

 Given an engagement program, identify the relevance of adding, pausing, and removing people

from the program.

 Identify how to set up programs to yield success metrics.

 Given an engagement program with multiple streams, identify how the streams and transition

rules should be set up.

 Identify the asset types that can be used in an engagement program.

 Given a scenario that includes testing an A/B subject line in an email, identify how to determine

size of audience for the test, winning criteria, and timing.

 Given a scenario of an A/B test, identify how the schedule is set.

 Identify how to access information in the email send program dashboard.

 Given a scenario about an event with registration, attendance and no shows, identify the

channel and program type that should be used.

 Given a scenario using a webinar platform, identify the options for synching registration and

attendee data.

 Identify how to send a webinar confirmation that includes the unique link to the webinar.

 Given a screen shot with a flow step with choices, identify the impact of the order of choices.

 Given a scenario about using a single flow step with multiple choices that use different

attributes and multiple flow steps with choices where each flow step is about a different

attribute, define which one accomplishes the goal of updating the values for the lead's

attributes.

 Given a scenario about smart campaigns that use a single campaign with multiple flow steps or

use multiple campaigns so that one is triggered by user activity, identify the correct setup to

achieve the goal of having an action happen immediately when a lead performs the triggering

event.

 Given a scenario with two triggers and at least one filter in a smart list, identify the outcome.

 Given a scenario that requires more than two filters in a smart campaign, identify available

configuration options.

 Given a scenario or screenshot of program status, identify the transitions that are possible.

2. Targeting and Personalization

 Given a scenario about an email with tokens, identify correct and incorrect use of tokens.

 Given a graphic showing a folder tree with a program and assets and folders under the assets,

identify how the tokens will be inherited.

 Identify the purpose of default values in tokens.

 Identify valid local (my) token types.

 Identify the difference between using segmentation or multiple smart lists.

 Identify the requirements for using dynamic content.

3. Analytics and Reporting

 Identify the type of reporting that is impacted by the acquisition program.

 Given a scenario of a business need for information about the growth of the database, identify

the type of report that should be used.

 Given a scenario of a business need for information about the conversion rates for specific

landing pages, identify the type of report that should be used.

 Given a scenario of a business need for information about the cost per success for recent

marketing activities, identify the information necessary to leverage a program performance

report.

 Identify the steps to add a custom column to a lead report.

4. Lead Management

 Identify the parties who should determine the criteria and values for scoring.

 Identify the Marketo features that enable understanding of lead quality.

 Given a scenario where Marketing has an SLA with Sales, identify the appropriate flow step

setup.

 Identify the Marketo features that enable Sales to understand a lead's behavior.

 Given a scenario of needing to reset a score, identify the appropriate value.

 Given a scenario where a lead is deemed sales-ready, identify the ways this can be

communicated to Sales.

5. Implementation and Operations

 Identify a scenario when an unsubscribe link is not needed.

 Identify the use of operational and nonoperational emails for event invitations, confirmations,

and reminders.

 Given a scenario about a form, identify how to determine the leads who filled out the form on a

specific page.

 Identify the differences between using local vs. global landing pages.

 Identify how to change the URL of a landing page.

 Given a scenario with form visibility rules, identify how the form should be set up so dependent

fields show appropriately.

 Identify the purpose and value of using progressive profiling.

 Identify the purpose of hidden form fields and the means of populating those fields.

 Identify how to display thank you pages using choices that are based on information collected

on a form.

 Given a scenario where a company web page exists and a Marketo form needs to be deployed,

identify the available options.

 Identify the features of Marketo that are differentiated from an email service provider (ESP).

 Given a scenario about receiving new leads, identify the ways in which acquisition can be

assigned.

 Identify the difference between hard and soft bounces.

 Identify use cases for marketing suspend.

 Given a scenario about the need for an email in which consistent and repeatable content is

required across all emails and maintained in a single location, identify the tools required.

 Given a scenario about a requirement to limit the amount of emails a lead receives, identify the

appropriate settings.

 Given a scenario that includes using tokens for scoring, identify the appropriate token.

 Given a scenario of a company with international prospects, identify the sender's legal

requirements for opting-in or unsubscribing.

 Identify the purpose of munchkin code.

 Given a scenario about the need to display a value in a form and the requirement to input it into

the database using a different value, identify the steps to complete this.

 Identify the benefits of having both text and HTML email versions.

 Given a scenario about having unstandardized data, identify the features that can be used to

remedy this situation.

Sample Questions

Please take advantage of the Marketo Certified Expert Sample Questions to test your skills. The

questions reflect the concepts and topics covered in the Marketo Certified Expert Exam.

For your convenience, the following questions are representative of those on the Certified Expert Exam.

These questions are not designed to test your readiness to complete the certification exam, but they do

show the format of the questions you can expect. Actual exam questions may be more or less difficult

than the questions below.

1. A marketing manager has an engagement program with emails that have been activated and

approved. The stream cadence has been set up, and the program turned on, but after the cast

date, the manager can see that emails are not sent.

Which step has been missed?

A. The quality of the deliverability is not checked.

B. Members have not been added to the engagement program.

C. The CRM sync with the engagement program is not activated.

D. The engagement score has not had sufficient time to calculate.

2. A content marketing manager has 1000 leads in an engagement program, 110 of which have

exhausted all the content. The content marketing manager recently completed a new white

paper and has added the new content into the program at the top of the only stream in the

program.

How many leads will receive the new white paper at the next cast, assuming there are no

deliverability issues and no additional people will be added to the program?

A. 110

B. 890

C. 1000

D. 1110

3. To personalize an email, a marketer wants to use different types of tokens. What is an incorrect

use of a token in an email asset?

A. Date Token

B. Trigger Token

C. Company Token

D. Email Script Token

4. Which asset type can be used in an engagement program stream?

A. Email

B. Hosted URL

C. Landing Page

D. Email send program

5. Where is the number of email addresses unsubscribed from an Email Send Program found?

A. The Program Members tab

B. The Program Summary View

C. The Program Smart List tab

D. The Program Dashboard View

6. Which type of reporting is impacted by the acquisition program?

A. Program Dashboard

B. Email Performance Report

C. Lead Performance Analyzer

D. Program Performance Report

E. Landing Page Performance Report

7. Which two columns on the Program Performance Report are calculated using acquisition

program?

A. New Names

B. Total Members

C. Revenue per New Name

D. Cost per Member (USD)

E. Cost per New Name (USD)

F. Revenue per Member (USD)

8. A marketer ran a program and did not assign a program status with success. The marketer now

wants to run a program performance report to find the cost per success for the program.

What will occur?

G. The report will return an error for cost per success.

H. The report will return a null value for cost per success.

I. The report will identify the last program status as a success and calculate based on that.

J. The report will identify the first program status as a success and calculate based on that.

9. A Contact Us form and landing page are located in a program. Which acquisition is

automatically set if a new lead fills out the Contact Us form?

A. The name of the form

B. The name will be blank

C. The name of the program

D. The name of the landing page

10. A marketing manager recently launched a landing page with the following URL:

go.marketo.com/Pricing. The manager is keeping the page content the same, but wants to

update the URL to go.marketo.com/Product-Costs.

How should this update be done?

A. Edit URL Settings

B. Enable Personalized URLs

C. Open URL Builder in Admin

D. Generate a private preview URL

11. A marketer needs to comply with Canada's Anti-Spam Legislation. On the landing page forms,

an opt-in checkbox is provided for those who enter Canada in the Country field.

Which form functionality should be used?

A. Mask Input

B. Visibility Rules

C. Field Dependency

D. Targeted Selections

12. A marketer has a field on a form where a lead can indicate products of interest. The

corresponding field in the CRM contains product codes, but the marketer wants to display the

full product names on the form.

What should the marketer do?

A. Use a custom Visibility Rule to change the picklist items

B. Use Mask Input to change the display value of the picklist items

C. Use a different Display Value and Stored Value in the picklist items

D. Use Progressive Profiling to change the display value of the picklist items

13. A marketing manager wants to run a batch Smart Campaign to process leads that were both

created by form fillout today and who also visited the company's pricing page.

Which rule logic should be used when setting up the Smart List?

A. Use ANY filters

B. Use ALL filters

C. Use Basic filters

D. Use Advanced filters

14. A marketing manager needs to gate a piece of content on the company website. Which three

channel and program types correspond to this activity?

A. An Email program with the channel "Email"

B. A Default program with the channel "Email"

C. An Event program with the channel "Web Form"

D. A Default program with the channel "Content"

E. A Default program with the channel "Web Form"

F. A Default program with the channel "Web Content"

G. An Engagement program with the channel "Web Content"

15. Which three steps should a marketer use to make an unsubscribe page appear in the readers

local language?

A. Update the individual languages and set your default

B. Create a smart list for language each preferred language

C. Create a segmentation for language with a segment for each preferred language

D. Create the content block on the landing page as dynamic, selecting the preferred

language segmentation

E. Create the content block on the landing page as dynamic, selecting the preferred

language smart list for each language

16. Which features differentiate Marketo from an email service provider (ESP)?

A. Send mass emails, score leads, nurture leads, and build web forms

B. Multi-step campaigns, send mass emails, build web forms, and landing pages

C. Track email opens and clicks, nurture leads, send mass emails, and score leads

D. Monitor website actions, score leads, data normalization, and multi-step campaigns

17. A marketer wants to launch a new gated asset on a company website using a Marketo

embedded form. Which functionality is used for Marketo embedded forms?

A. reCAPTCHA

B. Form Pre-fill

C. Progressive Profiling

D. Suppress Competitor form fills

18. Which type of program should be used to present multiple pieces of content over time in a

systematic way?

A. Email program

B. Webinar program

C. Engagement program

D. Operational program

19. The following token is added to a subject line in an email: {{company.Company

Name:default=Your Company}}.

What is the purpose of the token's default value Your Company?

E. To display the lead's Company Name in the subject line

F. To replace the lead's Company Name in the Lead Database

G. To populate Your Company if the Company Name field is empty

H. To display Your Company in the subject line for every email recipient

20. At a minimum, which two company stakeholders should be included in the process when

creating a scoring plan?

A. Sales

B. Finance

C. Marketing

D. Chief executive officer

E. Research and development

21. Who should provide the final approval of a scoring model's targeted buyer persona?

A. Sales

B. Marketing

C. Product manager

D. Customer Success

22. A marketing manager has some leads in the database that have not opened emails in the past

six months. The marketing manager wants to reset their scores to 0.

Which solution would work to reset their score to 0?

A. Smart Campaign with a flow step - CHANGE PROGRAM SUCCESS = 0

B. Smart Campaign with a flow step - CHANGE SCORE, New Value = 0

C. Smart List with a flow step - CHANGE DATA VALUE, New Value = 0

D. Smart Campaign with a flow step - Add to system list "Unscored leads"

23. A lead is deemed sales ready. How can this be communicated to sales?

A. Send an alert

B. Send a marketing email

C. Send a lead status report

D. Add to Engagement Program

24. A marketing and sales organization has a service level agreement (SLA) in place that requires

sales to follow up on an assigned lead within 24 hours of receiving a notification. If a follow-up

does not occur within 48 hours, a reminder notification is sent to them.

Which set of flow setup steps should be used to accomplish the reminder notification?

A. Wait, Send Alert

B. Wait, Send Email

C. Wait, Add interesting moment

D. Wait, Change Program Status, send Alert

25. A lead has reached a specific lead score and is then marked as sales ready. Where is this

indicated?

E. Lead Status

F. A flag in Admin

G. Email Permission

H. Lead Owner Comments

26. A marketing manager wants to know how many new names were added to the database as a

result of a promotion using a Marketo landing page.

Which report will provide these results?

A. Success Path Analyzer

B. Web Page Activity Report

C. Landing Page Performance Report

D. Landing Page Conversion Analyzer

27. A marketing manager is running a landing page A/B test and wants to know which of the two

pages had the best conversion rate.

Which report should be used?

A. Form Conversion Report

B. Event Registration Report

C. Landing Page Activity Report

D. Landing Page Performance Report

28. The marketing team has completed a program, assigned program statuses and added the

associated period costs. The team wants to find out the cost per success using a program

performance report.

What is required for the team to obtain the desired metric?

A. Program Status for Invites

B. Program Status for No-Shows

C. Program Status for Unsubscribes

D. Program Status designated a Success

29. A marketer has created a lead scoring program that is nested within a campaign folder. When

looking to update some of the token values, the marketer noticed that some were listed as

"Inherited":

Where were the inherited tokens created?

A. In a Parent Folder

B. In another Workspace

C. In the Token Generator

D. In the Landing Page editor

30. What is required if a marketing manager wants to send an email personalized from account

owners showing an image of each account owner's personal signature.

What functionality should be used?

A. Smart List

B. System Token

C. Email Template

D. Dynamic Content

Sample Question Answer Key

1. B

Topic: Targeting and Personalization

Reference:

http://docs.marketo.com/display/public/DOCS/Add+Leads+to+an+Engagement+Program

2. C

Topic: Program Fundamentals

Reference:

http://docs.marketo.com/display/public/DOCS/Leads+Who+Have+Exhausted+Content

3. B

Topic: Targeting and Personalization

Reference: http://docs.marketo.com/display/public/DOCS/Tokens+Overview

4. A

Topic: Program Fundamentals

Reference: http://docs.marketo.com/display/public/DOCS/Add+Content+to+a+Stream

5. D

Topic: Program Fundamentals

Reference: http://docs.marketo.com/pages/releaseview.action?pageId=2359462

6. D

Topic: Analytics and Reporting

Reference: http://docs.marketo.com/display/public/DOCS/Program+Performance+Report

7. A, E

Topic: Analytics and Reporting

Reference: http://docs.marketo.com/display/public/DOCS/Program+Performance+Report

8. B

Topic: Analytics and Reporting

Reference: http://docs.marketo.com/display/public/DOCS/Program+Performance+Report

9. C

Topic: Implementation and Operations

Reference:

http://docs.marketo.com/display/public/DOCS/Understanding+Local+Assets+in+a+Progra

10. A

Topic: Implementation and Operations

Reference: http://docs.marketo.com/display/public/DOCS/Change+the+Landing+Page+URL

11. B

Topic: Implementation and Operations

Reference:

http://docs.marketo.com/display/public/DOCS/Dynamically+Toggle+Visibility+of+a+Form+

Field

12. C

Topic: Implementation and Operations

Reference: http://docs.marketo.com/display/public/DOCS/Forms

13. B

Topic: Program Fundamentals

Reference:

http://docs.marketo.com/display/public/DOCS/Using+Advanced+Smart+List+Rule+Logic

14. D, E, F

Topic: Program Fundamentals

Reference: http://docs.marketo.com/display/public/DOCS/Create+a+Program+Channel

15. A, C, D

Topic: Targeting and Personalization

Reference:

http://docs.marketo.com/display/public/DOCS/Understanding+Dynamic+Content

16. D

Topic: Implementation and Operations

Reference: https://www.marketo.com/analyst-and-other-reports/idc-workbook-

graduating-from-email-to-engagement-using-marketing-automation-to-achieve-success/

17. C

Topic: Implementation and Operations

Reference: : http://docs.marketo.com/display/public/DOCS/Use+a+Form+in+a+Lightbox

18. C

Topic: Program Fundamentals

Reference:

http://docs.marketo.com/display/public/DOCS/Understanding+Engagement+Programs

19. C

Topic: Targeting and Personalization

Reference: http://docs.marketo.com/display/public/DOCS/Tokens+Overview

20. A, C

Topic: Lead Management

Reference: www.marketo.com/definitive-guides/lead-scoring/

21. A

Topic: Lead Management

Reference: www.marketo.com/definitive-guides/lead-scoring/

22. B

Topic: Lead Management

Reference: www.marketo.com/definitive-guides/lead-scoring/

23. A

Topic: Lead Management

Reference: https://www.ducttapemarketing.com/blog/lead-sales-ready/

24. A

Topic: Lead Management

Reference: http://docs.marketo.com/display/public/DOCS/Wait

25. A

Topic: Lead Management

Reference: http://docs.marketo.com/display/public/DOCS/Leads+by+Status+Report

26. C

Topic: Analytics and Reporting

Reference:

http://docs.marketo.com/display/public/DOCS/Landing+Page+Performance+Report

27. D

Topic: Analytics and Reporting

Reference:

http://docs.marketo.com/display/public/DOCS/Landing+Page+Performance+Report

28. D

Topic: Analytics and Reporting

Reference: http://docs.marketo.com/display/public/DOCS/Program+Performance+Report

29. A

Topic: Targeting and Personalization

Reference: http://docs.marketo.com/display/public/DOCS/Tokens+Overview

30. D

Topic: Targeting and Personalization

Reference: :

http://docs.marketo.com/display/public/DOCS/Understanding+Dynamic+Content

         
 
Marketo Proprietary and Confidential  Copyright © 2015  20 
Additional Study Aid Resources  
Program Fundamentals  
  Understanding Programs 
  Smart Campaign Checklist 
  Understanding Smart Campaigns 
  Create a New Smart Campaign 
  Understanding Email Programs 
  Understanding Event Programs 
  Understanding Engagement Programs  
 
Targeting and Personalization 
  Understanding Dynamic Content 
  Best Practices for Smart Lists 
  Tokens Overview 
 
Analytics and Reporting 
  Basic Reporting 
  Report Types 
  Manage Report Subscriptions 
  Filter Leads In a Report With a Smart List 
 
Lead Management  
  Definitive Guide to Lead Scoring 
  Simple Scoring 
  Change Score 

         
 
Marketo Proprietary and Confidential  Copyright © 2015  21 
  Using the Lead Detail Page 
 
Implementation and Operations 
  The Definitive Guide to Marketing Automation 
  Blog Email Marketing vs. Marketing Automation – Marketo 
  Understanding Email Event Logging 
  Make an Email Operational 
  Forms 
  Understanding Local Assets in a Program 
 
Registering for the Marketo Certification Exam 
All Marketo certification exams are delivered by Kryterion, Marketo’s exam delivery partner. To register 
for the Marketo Certified Expert exam, please visit: www.webassessor.com/marketo/   
Maintaining Your Marketo Certification 
The Marketo Certified Expert credential is valid for two years from the date you pass the exam. You can 
take the exam to recertify any time before your anniversary date and up to 2 weeks after that date.  
Your recertification will be effective as of the date you pass the exam. If you do not recertify, you will 
lose your status and benefits as a Marketo credential holder until you recertify. 
For More information 
Have a question about Marketo Certification? Check out the Marketo Certification FAQ or email 
cert[email protected] for additional details about the program.  
 
 