Minimum experience
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- A current certification as an Marketo Engage Business Practitioner Certified Expert
- At least five years of experience, preferably with multiple instances of Marketo Engage
- An understanding of the business impact and effectively explain/communicate their solution to the stakeholders (technical and non-technical) at different levels
- The ability to conceptualize a solution and translate to a Marketo Engage architecture, understand the business processes impacted by integrations
- Familiarity with the principles of architecting an instance
Additionally, you should be familiar with the following tools and technologies:
- Adobe Marketo Engage features, functionality, and apps
- Database systems
- API connectivity
- CRM platform
- Marketing technology platforms
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Exam objectives and scope
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This section provides information on the exam content.
Section 1: Project Leadership (16%)
- Given a case study, identify the right stakeholders
- Evaluate a set of requirements and recommend project boundaries, budget, resources, and scope
- Given a modified process, determine who needs enablement and efficient enablement rollout plan
- Evaluate an audit and recommend priorities and timeline
Section 2: Marketo Engage Architecture Design (48%)
- Gather requirements/needs and recommend a lead management and lifecycle design
- Review an existing implementation and provide findings
- Given a business need, identify the different behaviors for scoring
- Review an existing implementation, recommend actions to scale campaign execution
- Outline an operational procedure for lead routing multiple countries
- Given a scenario, evaluate the impact and requirements to incorporate new technology to the instance
- Identify the different types of integrations and when to use them
- Given a scenario, outline various stages in the person lifecycle impacted by proposed changes/requirements
- Appraise a set of requirements and recommend an approach to campaign logic
Section 3: Reporting and Attribution (20%)
- Given a model to review, explain the concept of detours in the lifecycle modeler
- Given an online advertising or organic social or content, recommend an approach for reporting
- Illustrate how to validate Marketo Engage reporting in tracking lifecycle changes
- Identify metrics to use in a given report type
- Identify how to track multi-channel attribution to evaluate ROI
- Identify and describe the pros and cons of different attribution models
- Given a business requirement, describe the effects of channel set up to reporting
Section 4: Advanced Operations (16%)
- Given a scenario, identify appropriate steps to improve management or governance
- Given a set of requirements, recommend an efficient data schema
- Evaluate a customer’s implementation and recommend actions to improve deliverability
- Evaluate a customer’s implementation and recommend actions to improve administration management
- Gather information about a client’s implementation and recommend security practices
- Explain the applicability of workspace and partitions for a given scenario
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