Exam Guide: Adobe Certified Expert - Marketo Engage Business Practitioner (previously Marketo Certified Expert) AD0-E552


The AD0-E552 Adobe Marketo Engage Business Practitioner exam guide provides potential candidates with information they need to prepare for the certification exam.

AD0-E552 Adobe Marketo Engage Business Practitioner was formerly known as Marketo Certified Expert. Due to its age (built in 2019), the exam will retire on January 1, 2022. A new exam numbered AD0-E554 launched in April 2021.

Until December 31, 2021, candidates can achieve the Adobe Certified Expert certificate by passing either the AD0-E552 or AD0-E554 exams. Candidates are encouraged to read through each exam guide and use available sample/practice tests to assess which exam scope best fits their current Marketo experience and skills. (The exam guide for AD0-E554 is located here.)

To ensure our experts are up to date on new solution features and capabilities, Adobe Marketo certifications are valid for two years from the date of achieving the certificate requirements (e.g. passed the exam.) To keep the certificate current, the most common requirement is to pass an exam close to the expiration date of two years. Review the requirement(s) listed in this guide.

Adobe certification exams are developed with the participation of subject matter experts worldwide, following industry standards in developing fair and valid tests. Visit our FAQ page for more information.

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Partners that are part of the SPP program and have bronze and above status qualify for a 33% discount on all certification exam pricing. Email spphelp@adobe.com to request your discount(s).

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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

Intended Audience

  • Digital Marketing Manager
  • Marketing Automation Manager
  • Marketing Operations Manager
  • Email Automation Specialist
  • SEO Marketing Manager
  • Media Automation Manager

Exam Information

  • Exam number: AD0-E552
  • Year launched: 2019
  • Exam name: Adobe Marketo Engage Business Practitioner exam (previously named MCE)
  • 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: 67% or 51/75 [Please note: Percentage score would only be seen on older exam scores.]
  • Price: $225 USD / $150 USD (India only)

Minimum Candidate Experience

At a minimum, the candidate seeking to pass the AD0-E552 exam 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.

Adobe Certified Expert - Marketo Engage Business Practitioner Sample Test

  • 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.
  • 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.

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.

Recommended Preparation:

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 June 2021