Marketo is an Adobe-owned Software-as-a-Service (SaaS) marketing automation platform designed to help businesses automate and track marketing engagement, activities, and workflows. B2B and B2C marketers can use the Marketo software to target potential leads, generate lead-to-revenue opportunities, and run automated, personalized marketing campaigns through multiple digital channels.

Marketo Certification Overview

Obtaining a Marketo designation is an excellent way to demonstrate your Marketo expertise. For digital marketers who have specialized in marketing automation, Marketo offers a range of certifications like the Marketo Certified Associate and the Marketo Certified Expert in addition to some Marketo Specializations like Analytics & Reporting, Nurture as well as Engagement, etc. When you become certified, you’ll join a select group of marketing professionals who have discovered that a prestigious certification from Marketo helps them advance in their careers as the demand for Marketo specialists continues to rise. In brief, the aforementioned Marketo certificates cover topics like email marketing, cross-channel nurturing, lead management through advertising and marketing, managing strategic assets within your instance, advanced reporting, and Marketo-recommended best practices to help you prepare for the affiliated exams.

Intended Audience

Marketo is a marketing automation platform that allows an entire company to streamline its marketing efforts. As a result, whether you work as a marketer or sales agent, a Marketo designation will help you advance in your career. The key target audience for Marketo certification is listed below:

• Marketers who need to get their campaigns up and running, as well as their nurturing methods in place.
• Sales representatives who have a deeper, more contextual interaction with their prospects' digital behavior.
• Marketing executives who equate marketing spending to sales and pipeline.

Demand generation, marketing operations, advertising executives, sales and marketing agencies, product management, product marketing, brand managers, and marketing administration are only a few of the industries that use Marketo. Almost anyone can be a Marketo user, depending on the size, industry, and sophistication of the organization. The number of ways businesses can and do use Marketo is very high, and quite varied, which represents the diversity of the people who use this technology. This vendor currently offers two primary certification exams, which are listed below.

AD0-E551 Adobe Certified Professional - Marketo Engage Business Practitioner

This is an entry-level exam that helps you to prove that you have the fundamental knowledge of email marketing and marketing automation. This test, in particular, is intended for Digital Marketing Associates, Marketing Automation Specialists, Marketing Operation Associates, Email Automation Specialists, SEO Marketing Associates, and Marketing & Sales Students. To add more, Marketo recommends having at least three months of experience in developing marketing campaigns and programs within Marketo. Familiarity with technologies such as database management tools, analytics & reporting means, and project management skills are also recommended. Discussed below are the summary of the main objectives of the AD0-E551 Adobe Certified Professional - Marketo Engage Business Practitioner exam (please visit the Adobe official website to find the full exam objectives).

Marketing Automation Fundamentals, where you need to:

• Describe the effect of marketing automation on the sales funnel.
• In Marketo, define the main components of marketing automation.
• Define buyer personas and how they help marketing automation work better.

Audience Targeting and Data Management.

Under this domain, you’ll have to:

• Demonstrate how to know more about your target audience.
• Detail the notion of marketable lead.
• Create new leads.

Email Marketing Fundamentals, Landing Pages, and Form Basics.

In brief, these three areas will check your readiness to:

• Demonstrate the ability to send a scheduled email based on a situation.
• Describe the various types of landing pages available in Marketo and how they can be used.
• Define types of forms and their uses in online marketing.

Analytics and Reporting, which validates your knowledge to:

• Describe the basic Marketo reports and the metrics they monitor.
• Set up marketing programs to gauge the upcoming results.

Events and Webinars

Here, you’ll need to:

• Demonstrate your comprehension of when to use the event program type in a situation.
• Upgrade My Tokens in Marketo.

AD0-E552 Adobe Certified Expert - Marketo Engage Business Practitioner

Such a test is a more advanced exam for individuals who already have a good piece of knowledge in Marketo. The target audience for the Marketo Expert exam is Digital Marketing Managers, Marketing Automation Managers, Marketing Operations Managers, Email Automation Specialists, SEO Managers, and Sales Managers. There are no particular prerequisites for this exam, nevertheless, it’s recommended to have 1-2 years of general marketing knowledge and 1 or more years of hands-on experience using Marketo in the area of lead management, design studio, database, analytics, and nurture programs. You are also expected to have worked in technologies such as database management, project management, and data reporting. Listed below is the summary of the main objectives of the AD0-E552 Adobe Certified Expert - Marketo Engage Business Practitioner exam. Remember to visit the official site to get a complete overview of the latter.

Program Fundamentals

This will check your skills to:

• Determine the appropriate program types and channels given a scenario.
• Grasp how to assess emails using the email program's A/B test and champion/challenger test, provided a scenario.

Targeting and Personalization

Under this topic, you’ll learn to:

• Determine the right and incorrect use of tokens in the context of an email.
• Check how the tokens would be inherited from a graphic depicting a folder tree with a program, properties, and folders underneath the assets.

Analytics & Reporting

Within such a tested area, you need to:

• Determine when any of the following types of reports should be used in a given scenario: people performance, people by revenue stage, people by status, email performance, email connection performance, landing page efficiency, program success company site behavior, web page activity, interaction stream performance, campaign behavior, and campaign email success.

Lead Management, which assesses your acumen to:

• Check who is responsible for determining the scoring criteria and values.
• Find the Marketo features that will help you to understand lead quality.

Implementation and Operations

In this final domain, you’ll discern how to:

• Determine all the operational elements of Marketo such as hard and soft bounces, munchkin code, unstandardized data, operational emails for event invitations, confirmations, and reminders.

Career Prospects

Marketo certifications measure your ability to learn new ideas and effective marketing automation strategies, as well as your willingness to take charge of your career. According to Payscale, an entry-level Marketo Marketing Automation Specialist with 1-2 years experience will expect to make around $50k in one year in overall compensation (tips, bonus, and overtime pay). The same site also shows that the estimated gross salary for a Marketo Marketing Automation Professional with 1-4 years of experience is about $59k annually. The most successful and well-paid marketers are still learning, engaging, and innovating. When you finally get your hands on a Marketo certification, it's time to celebrate! However, consider this to be just the start of your marketing automation journey.

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