Earning a Marketo certification is a significant way to validate your Marketo skills and advance your career. If you’ve been wondering just what it takes to earn it, wait no longer. Enjoy these slides as Inga Romanoff, Marketo customer and 5x Marketo Champion, shares best practices for becoming certified and consistently driving success as a Marketo Certified Expert.

1. Romanoff Consultants • 524 Broadway 11th Floor, New York, NY 10012 • (212) 390-0400 • www.romanoffconsultants.com
How to Get Marketo Certified
August 2017

2. Romanoff Consultants • 524 Broadway 11th Floor, New York, NY 10012 • (212) 390-0400 • www.romanoffconsultants.com
2

3. Romanoff Consultants • 524 Broadway 11th Floor, New York, NY 10012 • (212) 390-0400 • www.romanoffconsultants.com
3
Inga Romanoff
Inga is a thought leader, international speaker,
and a strategic global marketing Professional
with 20+ years of success in driving growth in
B2B and B2C environment.
Inga's leadership in the industry is recognized
by her elite status as a 5x Marketo Champion
and a Revvie Award for most Dramatic
Business Impact. She serves as a Marketo
User Group leader in New York since 2012.Chief Executive Officer
Romanoff Consultants
Biography
Skills
INGA ROMANOFFGlobal MarTech Expert | Thought Leader
MARKETING AUTOMATION
ADVANCED DATA SKILLS
INDUSTRY TRENDS
GLOBAL MARKETER
80%
90%
70%
SALES LEADERSHIP EXPERIENCE
70%
92%

4. Romanoff Consultants • 524 Broadway 11th Floor, New York, NY 10012 • (212) 390-0400 • www.romanoffconsultants.com
4
AGENDA
Growth in Marketing Automation Industry
How to Get the Necessary Skills
Get Marketo Certified
Takeaways and How to Add Value

5. Romanoff Consultants • 524 Broadway 11th Floor, New York, NY 10012 • (212) 390-0400 • www.romanoffconsultants.com
Marketing Automation
Category of technology that allows companies to streamline,
automate, and measure marketing tasks and workflows, so
they can increase operational efficiency and grow revenue
faster

6. ?

7. Romanoff Consultants • 524 Broadway 11th Floor, New York, NY 10012 • (212) 390-0400 • www.romanoffconsultants.com
"The Scream" by Edvard Munc
is one of the most famous paintings in art history because it captures universal suffering

8. Romanoff Consultants • 524 Broadway 11th Floor, New York, NY 10012 • (212) 390-0400 • www.romanoffconsultants.com
8
$1.8 billion
2015
$7.24
billion
2019
• According to SiriusDecisions research, in year 2014 there were nearly 11 times more B2B
organizations using marketing automation than in 2011
• It is estimated that in 2016, on average 49% of companies are using Marketing Automation2
• In 2013, 79% of top-performing companies have been using marketing automation for more than
two years3
EXPLOSIVE GROWTH

9. MARTECH
CIRCLE..
NOT A STACK

10. Romanoff Consultants • 524 Broadway 11th Floor, New York, NY 10012 • (212) 390-0400 • www.romanoffconsultants.com
10
Scott Brinker’s Marketing Technology Landscape Supergraphic (2017) chiefmartec.com

11. Romanoff Consultants • 524 Broadway 11th Floor, New York, NY 10012 • (212) 390-0400 • www.romanoffconsultants.com
Get the Skills
Earning a Marketo Certification is a significant way to validate
your Marketo skills and your value in the job market.

12. Romanoff Consultants • 524 Broadway 11th Floor, New York, NY 10012 • (212) 390-0400 • www.romanoffconsultants.com
12
Compensation: Overall
* 2017 Marketo Compensation Survey, www.surveymonkey.com/r/2017marketosurvey
Under $50K $50K-$74K $75K-$99K $100K-$124K $125K-$149K $150K-$174K $175K-$199K Over $200K
Female Male
Over 28% are over $125K
Median is $75-$99

13. Romanoff Consultants • 524 Broadway 11th Floor, New York, NY 10012 • (212) 390-0400 • www.romanoffconsultants.com
13
Compensation: MCE
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Yes
No
Under $50K $50K-$74K $75K-$99K $100K-$124K $125K-$149K $150K-$174K $175K-$199K Over $200K
34% of MCE certified earn more than $125K per year, compared to
only 14% non-MCE Marketo users
* 2017 Marketo Compensation Survey, www.surveymonkey.com/r/2017marketosurvey

14. Romanoff Consultants • 524 Broadway 11th Floor, New York, NY 10012 • (212) 390-0400 • www.romanoffconsultants.com
14
Compensation: Marketo Champion
41% of Marketo Champions earn more than $125K per year,
compared to only 20% of other users
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Yes
No
Under $50K $50K-$74K $75K-$99K $100K-$124K $125K-$149K $150K-$174K Over $200K
* 2017 Marketo Compensation Survey, www.surveymonkey.com/r/2017marketosurvey

15. Romanoff Consultants • 524 Broadway 11th Floor, New York, NY 10012 • (212) 390-0400 • www.romanoffconsultants.com
15
Prepare for Certification Test
• Set your timeline
• Review Certification Materials
• www.marketo.com/university/marketo-certification/
• Marketo Certification Prep Course $375
• Practice Test
• Other Resources
• “How To” articles: docs.marketo.com
• Dig dep developer portal: developers.marketo.com
• Find a buddy or a mentor: JIVE Expert Locator on Marketo
Community or a local user group

16. Romanoff Consultants • 524 Broadway 11th Floor, New York, NY 10012 • (212) 390-0400 • www.romanoffconsultants.com
16
What’s Needed
• Know all around Marketo
fundamentals, including basic
admin functions
• Minimum experience - must have
at least one year of experience
with Marketo
• Registration
• Ability to take it on your
computer via remote proctoring
technology or at a local business
center
• Certification Roadmap
• Practice
• Practice
• Practice

17. Romanoff Consultants • 524 Broadway 11th Floor, New York, NY 10012 • (212) 390-0400 • www.romanoffconsultants.com
17
Get Marketo Certified
Demonstrated required
skillset and improve your
value in the job market.
MCE is a Gold Standard in the
industry.
LEVEL1
When you have your MCE,
take your expertise to the
next level:
• Analytics Attribution
• Creative Assets
• Email Deliverability
• Event and Webinars
• Nurture & Engagement
Programs & Campaigns
• Social Marketing
LEVEL 2
Marketo Specialization
Assessment
LEVEL 3
For advanced Marketo users,
consultants and architects.

18. Romanoff Consultants • 524 Broadway 11th Floor, New York, NY 10012 • (212) 390-0400 • www.romanoffconsultants.com
Street Cred
Become Marketo Elite: take it to the next level and earn
credibility in Marketo Community. Demonstrate your value
beyond technical expertise.

19. Romanoff Consultants • 524 Broadway 11th Floor, New York, NY 10012 • (212) 390-0400 • www.romanoffconsultants.com
19
Build Your Personal Brand
Learn from
others
Leverage
available
resources
Be a good
citizen
Join a local
Marketo User
Group

20. Romanoff Consultants • 524 Broadway 11th Floor, New York, NY 10012 • (212) 390-0400 • www.romanoffconsultants.com
20
Leverage Available Resources
• Maximize consulting investment your firm makes
• Training packages
• Marketo Professional Services
• Research and use Launchpoint apps – early stage technologies
give you advantage in your career
• Understand the difference between
• launchpoint.marketo.com (technology and services partners)
• docs.marketo.com (product documentation)
• community.marketo.com (community, product ideas, groups)
• developers.marketo.com (developer documentation)

21. Romanoff Consultants • 524 Broadway 11th Floor, New York, NY 10012 • (212) 390-0400 • www.romanoffconsultants.com
21
Join Marketo User Group
• Meet your local User Group Leader, they are a key person in your
Community
• Ask your leader to help with filling your Marketo opening – they can
post it on the Community and get you a much faster response and
back door references
• Meet with other Marketo users face-to-face and develop your
network
• Speak at a meetup, share a success story or a problem for the
group to solve
• Learn about partners that are part of Marketo ecosystem
• And have fun!
nation.marketo.com/community/events/user-groups

22. Romanoff Consultants • 524 Broadway 11th Floor, New York, NY 10012 • (212) 390-0400 • www.romanoffconsultants.com
22
Connect with Others
• Plan to go to the annual Marketo Summit – it’s worth the
investment
• Attend Marketo Roadshows, happy hours, or other events in your
area, make friends
• Connect to key people in Marketo Community
• User Group leader in your area
• Marketo Elite: Champions and Champion Alums
• JIVE Expert Locator and Marketo Certified Solutions Architect
• Do customer references, your industry may have a unique
application
• Subscribe or contribute to Marketo Blog
blog.marketo.com

23. Romanoff Consultants • 524 Broadway 11th Floor, New York, NY 10012 • (212) 390-0400 • www.romanoffconsultants.com
23
Give Back
• It’s easy to become possessive of the knowledge, resist that and
share (execution is difficult, so share ideas)
• Help other people in your own organization learn and grow.
Facilitate sharing of ideas.
• Build them up into experts -- but give them a career path. Pay
them accordingly, their expertise is valuable.
• Speak or submit a topic at User Group
• Apply to speak at Marketo Summit
• Share these tips with others!

24. Romanoff Consultants • 524 Broadway 11th Floor, New York, NY 10012 • (212) 390-0400 • www.romanoffconsultants.com
Takeaways
"Happiness, in one sense, is a function of how closely our
world conforms to the infinite variety of human preference.”
~Malcolm Gladwell

25. Romanoff Consultants • 524 Broadway 11th Floor, New York, NY 10012 • (212) 390-0400 • www.romanoffconsultants.com
25
Take Charge
Commit to your success!
Marketo got
thrown in your
lap – sounds
familiar?
Learner
DNA
Change is
inevitable – tech
drives it
Not everything is
for everyone,
leave, if it’s not
for you

26. Romanoff Consultants • 524 Broadway 11th Floor, New York, NY 10012 • (212) 390-0400 • www.romanoffconsultants.com
26
• Get certified and hire people who have certifications
• MCE - Gold standard
• Specializations
• MCSA if you are a consultant
• Make sure you’re developing your network
• People are always doing informal background checks
• It’s a tight community, so don’t burn bridges-it’s not worth it
• Play the long game, it pays off
• Apply to become a Marketo Champion – Marketo Elite
customers
• Learn how to tie your work/impact to pipeline or revenue (NOT
just leads)
• Empower people around you
• Share information with others
Propel Your Career

27. Romanoff Consultants • 524 Broadway 11th Floor, New York, NY 10012 • (212) 390-0400 • www.romanoffconsultants.com
Learn. Constantly.
Be Good at Something
Think Like an Entrepreneur &
Don’t Expect Things to be Hunky Dory
Don’t Go With the Flow
Contribute Your Best

28. Romanoff Consultants • 524 Broadway 11th Floor, New York, NY 10012 • (212) 390-0400 • www.romanoffconsultants.com
THANK YOU

29. Romanoff Consultants • 524 Broadway 11th Floor, New York, NY 10012 • (212) 390-0400 • www.romanoffconsultants.com
@ingaroma
www.linkedin.com/in/ingaromanoff
www.facebook.com/ingaromanoff
INGA ROMANOFF/ TEXT YOUR EMAIL TO (415) 212-5051 FOR FOLLOW UP

30. Page 30Marketo Proprietary and Confidential | © Marketo, Inc. 8/28/2017
Benefits of Marketo
Certification
Marketo Specialization
Marketo
Certified
Expert
Marketo
Specializations
 Industry recognition
 Great opportunity for career
advancement
 Credibility amongst your peers
 Recognition as a marketing automation
and operations leader
 Differentiates from your professional
competition
 Raises earning potential
Benefits
Marketo Certified Expert (MCE):
Earning a Marketo Certification is a significant way to validate your
Marketo skills. When you become certified, you join an elite group of
marketing professionals who find that certification boosts their
careers as demand for Marketo experts continues to grow.
Differentiate yourself and showcase your advanced skills. Available
exclusively to Marketo Certified Experts, Specializations demonstrate
your proficiency with key functional areas of Marketo.

31. Page 31Marketo Proprietary and Confidential | © Marketo, Inc. 8/28/2017
Marketo Specialization Exams
Now you can differentiate yourself and showcase your advanced skills. Available exclusively to Marketo
Certified
Experts, Specializations demonstrate your proficiency with key functional areas of Marketo.
Available Specializations
• Programs & Campaigns Specialist: Validate your skills to automate programs, clone them, use tokens
and report on important program data such as ROI and acquisition.
• Nurture & Engagement Specialist: Demonstrate your knowledge to get an engagement program up and
running, including creating the program, adding content, building streams, adding people, and reporting
on success.
• Email Deliverability Specialist: Prove your skills to measure and optimize email deliverability, including
designing emails for optimal performance, configuring key technical settings to authenticate your emails,
and setting up your Marketo instance to ensure that people receive only the communications they want.
• Creative Assets Specialist: Prove your proficiency to create and customize design assets using HTML
and CSS, including customizing colors, buttons, styles, landing pages, emails and more, to align with your
visual brand identity.
• Analytics Attribution Specialist: Validate your knowledge to set up your programs to track and measure
first-touch and multi-touch attribution, as well as how to use Marketo’s advanced reporting to build
insightful ad-hoc reports.

32. Page 32Marketo Proprietary and Confidential | © Marketo, Inc. 8/28/2017
Marketo Certified Expert (MCE)
The purpose of the Marketo
Certified Expert certification exam is
to validate competency, expertise,
and operational knowledge in the
broad use of Marketo.

33. Page 33Marketo Proprietary and Confidential | © Marketo, Inc. 8/28/2017
Recommended Prerequisites
Intended for Marketing Operation and Marketing Automation
professionals, and Marketing Practitioners.
Prerequisites:
• 1-2 years general marketing experience
• Foundational marketing automation knowledge
• 1+ years (800 – 1000+ hours) hands on experience using
Marketo Lead Management (marketing activities, database,
design studio and analytics)
• Conceptual knowledge and the business context of using
Marketing Automation

34. Page 34Marketo Proprietary and Confidential | © Marketo, Inc. 8/28/2017
Exam Topic Areas
The Marketo Certified Expert Exam measures the candidates knowledge and
skills related to the content areas listed below. A candidate should have hands-
on experience as a Marketo practitioner and have the ability to perform the
tasks listed as exam objectives within each content area.
Exam Objectives Exam Breakdown
Program Fundamentals 30%
Targeting and Personalization 16%
Analytics and Reporting 16%
Lead Management 20%
Implementation and
Operations
18%
Total 100%

35. Page 35Marketo Proprietary and Confidential | © Marketo, Inc. 8/28/2017
MCE Exam Format
• Approximately 75-80 multiple choice items
• 90 minutes allotted to complete the exam
• Regular registration fee of USD $225.00
• Overall passing score: 70%
• Before taking the exam, candidates must read and accept an Honor
Code and a legal agreement, which includes an agreement that the
candidate will not share or expose the content of the exam.
• Candidates are not allowed any assistance from another individual, or
printed or electronic media while taking the exam. Marketo takes the
security of exam content very seriously.

36. Page 36Marketo Proprietary and Confidential | © Marketo, Inc. 8/28/2017
Specialization Exam Format
• Approximately 25 multiple choice items
• 60 minutes allotted to complete the exam
• Regular registration fee of USD $25.00
• Overall passing score: 75%
• Exams are not proctored
• To register : www.webassessor.com/marketo
• Find our more about our Specialization Exams

37. Page 37Marketo Proprietary and Confidential | © Marketo, Inc. 8/28/2017
Exam Preparation Resources
• Marketo University Learning Portal
• MCE Exam Prep Course Schedule
• Learning Passport
• MCE Exam Blueprint
• Marketo Docs
• Sample Questions

38. Page 38Marketo Proprietary and Confidential | © Marketo, Inc. 8/28/2017
Register for the MCE Exam
Two Testing Models
1. Online Proctored—exam at home or work
2. Onsite Proctored—traditional exam center
• For both, go to: www.webassessor.com/marketo
Registration Assistance: certification@marketo.com

39. Page 39Marketo Proprietary and Confidential | © Marketo, Inc. 8/28/2017
Certify at Marketing Nation Roadshows

40. More Questions?
Email: certification@marketo.com
Email: anickerson@marketo.com
Web site: www.marketo.com/certification