The Marketo Certified Expert exam guide provides potential candidates with information they need to prepare for the certification exam.
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Exam Guide Sections:
- Intended audience
- Exam information
- Minimum candidate experience
- Exam objectives and scope
- Online sample test
- Preparing for the exam
- Digital Marketing Manager
- Marketing Automation Manager
- Marketing Operations Manager
- Email Automation Specialist
- SEO Marketing Manager
- Media Automation Manager
- Exam number: AD0-E552
- Exam name: Marketo Certified Expert Exam
- Certificate level: Certified Expert
- Status: Active
- Available languages: English, Japanese
- Number of questions: 75
- Formats: Multiple choice and multiple select
- Duration: 150 minutes
- Delivery: Onsite/Online proctored (requires camera access) or test center proctored
- Passing mark: 70%
- Price: $225 USD
Minimum Candidate Experience
At a minimum, the candidate seeking to become certified as a Marketo Certified Expert has
- 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 )
Familiarity with the following technologies and environments:
- Marketing automation tools
- Database marketing
- Analytics and reporting tools
- Project managment
Exam Objectives and Scope
Section 1: Program Fundamentals (30%)
- Given a scenario identify the program types and channels that are appropriate.
- Identify the impact of adding custom tags to a program.
- Identify how to set up programs to yield success metrics.
- Given a scenario or screenshot of a channel, identify the program status transitions that are possible.
- Given a scenario, identify when the recipient time zone feature can be used in a program and how it will affect members in the program.
- Given a scenario, identify how to test emails using the email program A/B test and champion/challenger test.
- 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.
- Given an engagement program, identify the relevance of adding, pausing, and removing people from the program.
- 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 using a webinar platform, identify the options for syncing registration and attendee data.
- Identify how to send a webinar confirmation that includes the unique link to the webinar.
- Given a scenario identify the proper configuration for the smart campaign.
- Given a screen shot of a smart campaign identify the resulting impact on a particular person in the database.
- Identify situations where the request campaign flow step should be used and the proper configuration for those situations
Section 2: Targeting and Personalization (16%)
- 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.
Section 3: Analytics and Reporting (16%)
- Identify the type of program dashboards available and the components of each.
- Identify how to use different report customization options including custom columns, opportunity columns, smart lists.
- Identify the settings available for different reports including timeframes, subscriptions, and export rows.
- Given a scenario, identify when to use each of the following types of reports: people performance, people by revenue stage, people by status, email performance, email link performance, landing page performance, program performance, company web activity, web page activity, engagement stream performance, campaign activity, and campaign email performance.
- Identify the requirements to accurately report on the success, acquisition, and ROI of marketing activities.
Section 4: Lead Management (20%)
- 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.
Section 5: Implementation and Operations (18%)
- 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.
Online Sample Test
The sample test allows you to see the type and format of questions that you will encounter in the actual exam. There is no sign on needed. The results of the sample test are not stored, and do not predict your actual test results.
- Mark your answer in each question.
- Use the link “Send Comments for this Question” to provide specific feedback.
- Click Next on the upper portion of the screen to save your answer and move to the next question. You may return and revise your question within the specified time.
- On the last question, click Submit Exam to submit all your answers.
- Complete the short survey. Click Submit.
- Click “Take Me to My Results” to view your sample test result details.
Preparing for the Exam
You are not required to complete training before taking the exam, and training alone will not provide you with the knowledge and skills required to pass the exam. A combination of training and successful, on-the-job experience are critical to providing you with the repository needed to pass the exam.
Additional study materials:
Questions and Inquiries?
Please contact the Adobe Credential Program Customer Support team.
The content of this exam guide is subject to changes and updates. Last update April 2020