Beginner to Marketo Certified Professional

Explore the my Marketo page, its branding and four core tiles—marketing activities, design, studio database, and analytics—plus admin access, history, and help resources for efficient navigation.

Organize Marketo programs with The Tree, using folders for marketing and operational programs. Navigate workspaces, search for programs, and review campaign queues and email subscriptions for scheduling and reports.

Explore the admin section of Marketo, including granting access via users and roles, CRM integration with Salesforce, and creating new fields in field management for lead profiles.

Master the four core Marketo tiles—marketing activities, design, studio database, and analytics—and use email insights for long-term campaign trends and best practices relevant to the exam.

Create and configure an event program in Marketo for online or offline events, with a webinar channel and optional event partner integrations to sync registrations and attendees back to Marketo.

Learn how email programs enable AB testing of subject lines, from addresses, whole emails, or date/time, with head start and recipient time zone features.

Learn how Marketo uses recipient time zone to send emails and engagement programs at local times, using country data first, then inferred values, with a 25-hour scheduling rule.

Enable head start to begin heavy processing 12 hours before a large send, locking the program for timely delivery and avoiding changes during processing.

Apply channels and tags to organize Marketo programs, filter reports by type and geography, and track return on investment with period costs, while learning to create, modify, and manage channels.

Assign period costs in Marketo by month to isolate variable program costs from fixed expenses, enabling ROI-focused reporting and accurate performance analysis.

Learn how person scoring blends behavioral and demographic scores to gauge sales readiness, weighting actions like email clicks and event attendance toward the marketing qualified lead threshold.

Learn how Marketo defines program membership and statuses, including invited, registered, attended, and no show, plus the acquisition program. Discover methods to add members via forms, list imports, and integrations.

Review the four Marketo program types—event, email, engagement, and default—and key concepts like cloning, channels and tags, period costs, and forms and landing pages for exam prep.

Explore uploading and hosting images and files in Marketo, generate embeddable urls for emails and landing pages, and manage assets with edit, move, replace, delete, and web import capabilities.

Explore how to build and customize Marketo forms, using required fields, visibility rules, pre-fill, mask input, progressive profiling, and global validation to capture, qualify, and track leads with munchkin code.

Explore how Marketo handles email creation, including operational vs marketing emails, HTML and text versions, tokens for personalization, unsubscribe and view-as-web links, and basic testing previews.

Learn to build Marketo landing pages by adding rich text, imagery, forms, HTML, and video, using templates from the design studio or marketing activities, with desktop and mobile previews.

Create and customize a social button as a local asset in a program, configure display, networks, and messages, and enable sharing with optional email capture on a landing page.

discover how to create a poll landing page element in Marketo, including configuring the poll question, answer options, voting limits, social sharing, email capture, privacy policy, and post-submission messaging.

Learn how draft and approved assets function in Marketo, including editing, discarding drafts, and moving approved emails into smart campaigns for live sends.

Differentiate local assets from global assets and apply best practices for form reuse within programs, and note reapproval steps for landing pages.

Explore six token types in Marketo—person, company, campaign, system, trigger, and program tokens—and how to embed them in emails and landing pages for consistent, centralized updates.

Recap the building assets section, including forms, emails, landing pages, and tokens, while mastering uploading, drafts vs approved, and local vs global assets; preview lists and target audiences.

Compare static lists and smart lists in Marketo to see manual import versus dynamic filtering. Apply smart lists for current email sends that respect unsubscribes and opt in.

Explore four ways to add people to Marketo lists: list import, drag-and-drop, smart campaigns, and single action steps—plus managing views, data mapping, and list exports.

Explore how smart lists dynamically filter your marketing database using versatile field and activity filters in Marketo, improving targeting with exact match, timeframes, and complex bracketed logic.

Explore how to build and apply region-based segmentations in Marketo, using country-based rules (EMEA, APAC, AMER), default segments, and drafting to automate dynamic content in emails and snippets.

Explore how smart campaigns integrate smart lists, flow, and schedule in Marketo to target audiences with batch and trigger campaigns, apply lead scoring, and tailor actions like emails and confirmations.

Build, schedule, and analyze batch smart campaigns in Marketo by configuring smart lists, flow steps, wait periods, and program status changes, then review results and run history.

Explore Marketo system smart lists, including all people, block list, marketing suspended, bounced emails, no active acquisition program, and unsubscribed, noting how block list blocks all emails versus marketing suspended.

Explore privacy settings in Marketo for landing pages with the Munchkin code, including honoring do-not-track requests, opt-out links with a Marketo_opt_out parameter, and anonymized IP.

Identify which Marketo assets can be cloned and how cloning a program duplicates assets, including tokens, while noting that lists over 1000 become empty and period costs do not clone.

We recap objectives by reviewing smart campaigns, lists (smart versus static), segmentation, and list imports, then cover privacy settings and cloning options for programs and local assets.

Explore the full suite of Marketo reports, including the exam-relevant purple report types, and learn where to create them—analytics or marketing activities—emphasizing email and landing page performance.

Learn how to create and read the email link performance report in Marketo, showing per-link clicks versus unique leads and how to interpret totals, percentages, and collapsible lists.

Analyze landing page performance in Marketo by tracking views, conversions, and new leads. Filter by dates, select pages from marketing activities or design studio, and monitor social referrals.

Analyze the company web page activity report, aggregating page views and leads at the company level for account-based marketing, with filters for known or anonymous visitors.

Group email sends by smart campaigns to see how an email performs across programs, via the campaign email performance report; create it within marketing activities, not analytics.

The people performance report tracks database growth over time, month by month, with optional views by segmentation or region, and CRM integration adds opportunity data to show leads becoming opportunities.

Analyze how the content within a selected engagement program performs in the engagement stream performance report, tracking send, deliveries, opens, clicks, and engagement score; use the dashboard for a view.

Explore the social influence report in Marketo to track visitors and conversions from social shares on Facebook, Twitter, and LinkedIn.

Explore the Email Insights dashboard in Marketo to analyze time series of delivery and engagement. Apply filters by country or device, compare periods, and save quick charts for easy monitoring.

Explore a Marketo lead-scoring walkthrough that demonstrates building a default program with behavioral and demographic tokens, smart campaigns, and tokens updating a lead score toward marketing qualified lead.