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Marketo MCE Exam Syllabus

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Before starting your MCE exam preparation, it is recommended to review the complete Marketo Certified Expert Exam syllabus and carefully go through the exam objectives listed below. Once you understand the exam structure and objectives, you should practice using our free MCE questions. We also provide premium MCE practice test, fully updated according to the latest exam objectives, to help you accurately assess your preparedness for the actual exam.

Marketo MCE Exam Objectives

Section Weight Objectives
1. Basic AdministrationTopics 5%
  1. Configure email settings:Block Field Overwrites: Identify which Fields should not Overwrite
  2. Know about Channelsand TagsIgnored Fields and Blocked Field Updates during List Import
  3. Configure fields for data integrityCreate a Program Channel
  4. Set, create, and edit user roles and assign them to users: Managing User Roles and Permissions
2. Customer Data, Leads andListsTopics 20% 1. Import lists needed for marketing programs
  •     Add yourself as a lead: Using Flow Actions
  •     Upload a list of leads: Import a List of Leads
  •     Check a lead’s activity: Reviewing Lead Details
  •     What are my leads doing: How to Review the Activity Log
  •     Create a custom view of leads: Custom Tab for Lead Detail   
2. Identify junk data, learn about merge/de-dupe:Working with Duplicate Leads
3. Understand standard system Smart Lists and create Smart Lists to segment leads
  •     Marketo’s OOTB Smart Lists: Smart Lists
  •     Build Smart Lists and start segmenting: Create and Change Views for Lists and Smart Lists,
 4. Learnhow a lead status goes from anonymous to known and how to change a lead status
  •     Control your Lead Database: Data Management
  •     Fix junky data with lead actions: Data Clean upand Management
3 .Asset Design: Images, Forms, Landing Pages and Emails 15% 1. Upload images and files, or grab them from the web
  •     Upload Images and files
  •     Search for images
  •     Get image URL
 2. Create emails and landing pages
  •     Email basics: Create or Edit an Email
  •     Email Deliverability:Set up SPF and DKIM
  •     Create a Local Asset Landing Page: Create a Landing Page
  •     Add social tools to landing pages:Social buttons
3. Build a form with progressive profiling
  •     The basics:Configure Form Progressive Profiling
  •     Hidden fields on forms:Set a Form as Hidden
 4.Usetokens in emails
  •     Personalizing emails using tokens
4. Programs & Smart Campaigns 35% 1. Define a foldering and naming protocol consistent with Marketo’s best practices
  •     Set up a logical, scalable foldering system: Understanding Local Assets in a Program
  •     Smart Campaign Checklist:Smart Campaign Checklist
  •     Understanding SmartCampaigns: Smart Campaigns
  •     Renaming Marketo Assets: Rename Marketo Assets
2. Createa program and assign an appropriate channel and/or tags
  •     Overview of Programs: Understanding Programs
  •     Basics on creating a Program:  Create a Program
  •     Always use the Cost tag: Use Tags in a Program
  •     Working with Channels: Create a Program Channel
 3. Basics of Marketo Program Campaign flows: basic email, auto response, lead nurture, webinar
  •     Basic campaigns: Create a New Smart Campaign
  •     Nurture leads:  Create an Engagement Program
  •     Event Management with Marketo: Understanding Event Programs
  •     How to send out an email when a lead fills out a form: Email Auto Response 
4. Cloning Programs
  •     Quick and easy way to scale:  Clone a Program
5. Tokens
  •     Understanding My Tokens: Tokens Glossary
  •     Other ways to use tokens: Tokens for Flow Steps,Tokens for Interesting Moments, Add Text and Tokens to a Landing Page
  •     Manage y tokens
5. Scoring & Lifecycle 10% 1. Identify score fields: lead, behavior, demographic
  •     Create Scoring Campaigns: Simple Scoring
  •     Definitive Guide to Lead Scoring   
2. Define Interesting Moments and Make Campaigns [Sales Insight]
  •     Interesting Moments Overview: What are interesting Moments?
  •     Creating and Using Interesting Moments 
3.Define and assign lead statuses, Send leads to Sales
6. Reporting 10% 1. Basic Reporting: Getting Started
2. Define and differentiate between the different report types
3. Use reporting features: subscription, manage report subscriptions, drill down Smart Listsin lead reports, add custom columns
4. Getting Started with Analytics
7. Marketing Calendar 1. Marketing Calendar Overview:  Navigating the Marketing Calendar
2. View Entry Details
3. Filtering the Marketing Calendar
4. Watch the Marketing Calendar Demosin the Marketing Nation Community (login required)
Official Information https://go.marketo.com/rs/561-HYG-937/images/MarketoMCEPrepGuide2.pdf

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