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

 Understand what happens if you add a new piece of content into a stream of the
engagement program when someone is exhausted content
Stream resets all exhausted leads because new content has been introduced in the stream.
All the leads will now receive the new content they have not been sent; leads won’t receive
duplicate emails in the engagement stream. Once all the new casts are sent – then leads will
exhaust again

 Understand how to transition someone from one stream to another in an engagement program
Activate the content and the emails you want to include in the nurture streams.
Create a transition rule between streams for when a lead qualifies.
Note: The first Nurture Stream can have transition rules

 Understand approaches to resetting the score of a lead

This is done using a smart campaign. Within the list of available flow steps, there is a
filter called “Change Score.
”Use =0 to set a lead’s score to 0.

 Understand operational emails versus promotional emails

Operational emails are transactional and do not require an unsubscribe link. Operational emails
are emails that are explicitly solicited in response to a requested service. Some examples of
operational emails include: an order confirmation email, a webinar registration confirmation
email, or an appointment reminder email.

Promotional emails are emails that could arguably be considered unsolicited. This even includes
emails that people have signed up to receive as part of ongoing updates. Promotional emails
require an obvious and functional unsubscribe link. Promotional emails are subject to regional
anti-spam laws. For more detailed information, check out CAN-SPAM and GDPR.

 Know the types of tokens and where each can be used

 Know how custom columns work in a report

Custom columns is a special filter available in the Setup tab for specific reports. It enables a user
to filter by an additional columns.The reports are: Lead performance report / People
performance 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

Landing page conversion and visits are measured by landing page performance report.

 Know the difference between Marketo and an ESP = Email Service Provider

ESP are not scalable
They can do mass email blasts
Will give you open rates of emails
No scoring or multi step campaigns
Not much sophistication

 Know how Marketo handles soft bounces versus hard bounces

Hard Bounce A hard bounce can render a person’s email address invalid when a mail server tells
Marketo that the person’s email is undeliverable. Soft Bounce: A soft bounce means something
went wrong in delivering the email to the person. This usually gets resolved automatically within
a few days.

 Know what the value of a text version of the email is

Some people choose to only receive text versions of emails. These emails contain only links and
the copy. No HTML elements such as images or pictures will be displayed in these emails.
Marketo has copy to text functionality that will let you copy html to text easily.

 Know what marketing suspended is for - This status blocks a person from mailings for 24 hours
after a hard bounce occurs. After 24 hours, the person will become mailable again

 Know what a local asset is (in a program) versus a global asset (in Design Studio)

Local Asset is local to the program and only available to that program. Global assets can be
accessed by any program as long as the work spaces align.
Local Asset • Specific to one program • Stored in Marketing Activities within the program •
Name is appended to program name (Example: LE-2022-09-15-Seminar.Invitation-Email) • Asset
examples: ⁃ Landing page for a specific product ⁃ One-time email
 Global Asset • Used across programs • Stored in the Design Studio • Asset name stands alone
(Example: Sales-Alert-Email) • Asset examples: ⁃ Logos and other imagery ⁃ Email and landing
page templates
Local Asset is local to the program and only available to that program.
Global assets can be accessed by any program as long as the work spaces align.

 Know what data you need to have in order to track cost per success =

You can track cost per success with the Program Performance Report. Cost per success requires
that program cost is implemented on the local program level. This can be done in the setup tab
and added as a filter.

 Know what you can see on the engagement program dashboard - Unsubscribed, exhausted,
engaged, program status, next cast, cast before exhausted.

 Know the basics of international spam laws

 Know what the roles of the different stakeholders are during the scoring process (CEO, CRM,
marketing, sales)

stakeholders are going to be Marketing and Sales. Inside Sales (ADR, SDR) can review and qualify
MQLs and also help define what is sales ready. Sales and Marketing should work together to
develop a scoring plan.

 Know where in the form UI you go for progressive profiling - Progressive Profiling is turned on in
the form settings when editing a form.

 Understand what happens when you have multiple triggers in a smart campaign - With multiple
triggers, a person goes through the flow if  ANY of the triggers gets activated.

 Understand what happens when you have multiple choices in a flow step and a lead qualifies for
more than one - Only the first matching choice is applied to the lead in that flow step.

 Understand the connection between acquisition program and new names - Attribution (giving
credit to the program) helps measure program success.
Some programs are intended to generate new names, while others are intended to drive sales.
By having a system of attribution, you can make educated decisions on which programs to invest
in.

 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 - Remove a Member from an Engagement Program
You can remove members from an engagement program with the Change Program Status flow step
and then Choose the status, Not in Program.

 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

Field visibility can be set in the form editor.Rules follow conditional statements and can be used
to show fields if a lead selects a certain value. For instance, if the Country field is USA, we can
show a picklist of states as a follow up display. This can be done many times in a form.

 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)
An email can be sent to a lead or anyone in the database.
An alert is a real-time action that is sent to a sales member of your company if a trigger is
activated.
Tasks can also be created for sales which identify the next steps for a sales representative if a
lead takes a designated action.

 Know about the connection between snippets and segmentations

Segmentations can be used to create dynamic sections. These sections may be dynamic directly
in an email or landing page or via a snippet.Snippets are global assets that can be used to
replace editable zones in templates. These are really good for things like privacy statements that
need to be translated into many different languages.

 Know about the connection between segmentations and dynamic content - Segmentations are
how to create dynamic content.
 Know the differences between segmentations and smart lists - Segmentations can create
dynamic content, but smart lists do not.
 Know the ways you would alert sales to a new lead
 Know what Munchkin code does - Munchkin code tracks visits, clicks, and form fill-outs. Does
not track duration of visit on the web page
 Know what communication limits are - Communication limits can be set in the admin section
(admin access required). They are a system-level limit that prevents people from receiving too
 many emails. There is a daily limit and a weekly limit. The limit does not apply to operational
emails, only promotional emails.
 Know about stored values for a picklist - Stored values are what get added to the lead’s record if
chosen in multi-select boxes on forms.The picklist value is what is seen by the user.
 Know about hidden fields- Hidden fields are available in forms. They can be used when you
want to populate values if a user fills out a specific form. There are many ways hidden fields can
be used. They do not require the user to fill out the field.

 Know when you can use advanced thank you pages - Advanced thank you pages can be
activated in the form edit section. The functionality is based on being able to direct leads who
make certain form field selections to different landing pages based on those selections.
 Know about lightbox options for embed forms = Lightbox is a functionality that will give a timed
pop up to ask for a user’s information. This is a selectable option in embed forms functionality.
 Know how to edit the URL of a landing page This can be done in the Edit URL settings on a
landing page at the local program level.

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