Topics

Marketo specialization assessments confirm your knowledge and skills in key functional areas of Marketo. Below you’ll find a list of topics covered on each assessment.

Account-Based Marketing Specialist:

• Define Account-Based Marketing
• Assess your organization’s ABM readiness
• Identify and work with targeted accounts
• Understand ABM account scoring
• Engage target accounts across channels

Analytics Attribution Specialist:

• 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

Creative Assets Specialist:

• 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 

Email Deliverability Specialist:

• 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

Events and Webinars Specialist: 

• 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

Nurture & Engagement Specialist:

• 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

Programs & Campaigns Specialist:

• 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 

Social Marketing Specialist: 

• Define social marketing
• Manage your social media presence with Marketo
• Use Marketo social marketing features
• Report on the impact of your social marketing

Web Personalization Specialist:

• 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