Become Marketo Certified Expert from Scratch

Create and customize Marketo forms in the design studio, add fields like name and country, apply a theme and CSS, and configure redirects to external URLs or landing pages.

Explore how to use form field properties to control behavior in Marketo: choose field type, data type compatibility, hints, default values, validation messages, visibility rules, and prefill for dynamic forms.

Deliver a personalized experience in Marketo forms by displaying custom HTML to known visitors, then configure form action and edit draft to show the customized message.

Learn to create a Marketo landing page in two steps: design with templates, then build using drag-and-drop content, images, forms, HTML edits, and previews.

Learn how to use period cost in Marketo to track campaign expenses by month, consolidate entries in USD, and generate revenue reports.

Set and monitor daily and weekly communication caps to prevent subscriber overcommunication, reducing unsubscribe risk and managing how often leads receive emails from your marketing instance.

Engage in a quick analytics behavior exercise, save your answers in your notepad, group responses by marketing and back-end tasks, and aggregate four items for the next lesson.

Define analytics behavior to segregate marketing tasks from back end activities, and choose normal, inclusive, or operational modes to track the period cost in reporting.

Practice calculating email campaign metrics by completing a quick exercise on open rate, click rate, and click-to-open rate, and pause for the next lesson.

Define and create a channel in Marketo, set campaign type and analytics behavior, and track sequential campaign data from send to open, click, delivered, and success to measure program performance.

Perform a quick pre-exercise to understand tokens by editing a random market email: change a subject or body, save the draft, and record the time taken.

Master the token system in Marketo to create data containers for subject lines and email content, enabling dynamic updates to propagate across many emails.

Learn to build and run a smart campaign in Marketo by defining the target audience, selecting actions such as sending email, and scheduling real-time or time-based executions.

Explore building smart lists in Marketo with criteria such as email bounce, data value change, and acquisition program, using triggers and filters to target leads effectively.

Create and map a live music campaign channel and a smart campaign, capturing bottom-up and top-down flows from invites to attendance via landing pages, forms, and static lists for roi.

Learn to build a Marketo email program using static and smart lists, import lists, email design, scheduling, recipient time zone, head start, and asset approval.

Explore how a Marketo program functions as a campaign type with a pre-built framework, enabling quick setup, tagging, token management, and member tracking across channels.

Explore how an event program type in Marketo orchestrates webinar campaigns—from creating a dedicated event container and landing pages to integrated attendance tracking with third-party providers through the event connector.

Integrate Marketo with Zoom at the application level, create a program linked to Zoom events, and configure landing pages, forms, and unique webinar URLs, plus smart campaigns for automated registrations.

Explore how Marketo engagement programs implement drip campaigns to nurture subscribers with a sequence of emails, cadence, streams, and transition rules.

Explore Marketo's default type program to quickly build marketing initiatives using email, engagement, and event templates, and implement gated content like a pdf via landing pages, forms, and smart campaigns.

Explore Marketo database management, including marketable and non-marketable records, blacklists, unsubscribes, acquisition programs, and segmentation with smart lists for dynamic content and bounce handling.

Enable dynamic content in emails with segmentation by country or language, define per-segment content in the editor, and apply it to the subject line, from name, or body, then preview.

Learn to standardize phone numbers in a Marketo form by applying a mask input on a text field, enforcing a country code plus a ten-digit number with 9-based placeholders.

Create a duplicate record manually in Marketo to observe duplicate impacts on marketing. Add a new person with an existing email, then review the duplicate in the duplicate people tab.

Configure a trigger campaign to send an auto reply one business day after form submission, using a wait step on business days only with customizable work weeks.

Launch a campaign that assigns leads to the engagement program on signup, sending an acknowledgement email to all except Russia, via country targeting for Russia and rest of the world.

Implement progressive profiling in Marketo by fixing first name and email as permanent fields and gradually revealing country, phone, and job title across multiple submissions.

Track gated content sources with Marketo’s URL builder and a hidden data source field. Capture campaign data from URL parameters for sources like Facebook, PPC, and YouTube on landing pages.

Identify duplicate records by email in the people tab via the system smart list, then merge selected records while retaining fields from each record to create a single consolidated record.

Create a subscription confirmation email that acknowledges newsletter signup, translating the content into the recipient’s language using dynamic content and language segmentation in marketing automation.

Define a 15k per-send limit and a 1000 capacity cap in Marketo, aborting campaigns that exceed limits and enforce no more than three emails per week.

The lecture demonstrates creating a new mandatory tag for event programs, showing that existing programs are unaffected while new programs must supply a value for the tag in setup.

Archive Marketo assets by creating a campaign folder, converting it to archive, and archiving before deletion to protect reports; use smart campaigns to delete inactive records in data management.

Learn how to manage tags in Marketo by selecting an existing tag, adding a new tag value such as designers, and using delete or hide actions.

Execute a solution project that creates three reminder emails with three-day gaps, halting on open, and automatically removing recipients from the flow of a Marketo smart campaign.

Discover why asset names can be reused across Marketo programs, and how the full asset name prefixes the program name with a period to ensure uniqueness.

Configure a visibility rule in a Marketo form to populate the state list when country is US, using the country and state fields and behavior settings.

Explore locating data on unknown visitors in Marketo's analytics area via the web page activity report, comparing known and anonymous visitors, and consider tools like Google Analytics or Microsoft Clarity.

Create a smart list to pull leads whose status changed to mql in last 30 days, using the person status attribute and a date range, exportable from the people tab.

Build a gated content service in Marketo by creating a default program, a landing page with a form, and a smart campaign tied to a smart list.

Filter the email performance report to show only California activity by opening the email performance report, using the Smart List tab, and setting city to California.

Extract a sample email with original values from a token against any random lead, preview the draft, switch to person, locate a record, and send the sample.

configure a recording campaign in Marketo to process a lead only once per day. Use the schedule tab to edit settings and apply the second qualification rule option, then save.

Navigate to the members tab in the event program, select the lead, and change status to registered to update the lead's waitlist status; repeat for multiple records.

Learn how to correct a misapplied status in Marketo by removing a record from a program, waiting, then restoring the waitlisted status via smart campaign steps and change program status.

Refer to the web page activity report and set the activity source to anonymous leads to view records; unknown leads show only cookie-based activity and you can search by ID.

Explore how Marketo engagement programs prioritize and send emails in sequential cadence, checking delivery and advancing to the next email, including tomorrow at 10 a.m. when the cadence runs.

divide total records into four groups using add to list and random sample 25% for each group, creating four static lists, then schedule the smart campaign to auto distribute batches.

Create two segments for day and night shifts, then apply dynamic content to the email to automatically send the correct acceptance links and avoid wrong links.

Learn how to enforce text-only emails for B2B targets by preparing a readable text version, enabling text-only in email settings, and saving to ensure Marketo sends only text emails.

Learn to fix a mistaken channel in a Marketo webinar by backing up data, moving registrants with a static list and smart campaign, then requalifying to restore the webinar channel.

Learn how to check your permissions in the Marketo instance by inspecting the root folder (globe icon) and the navigation area for green tick or cross icons indicating access.

Engage in a quick pre-exercise to understand A/B testing by interpreting a picture and sharing your views in the LinkedIn community, WhatsApp group, or via direct message.

Apply A/B testing to compare subject line variants and email layouts to identify the best performing option through marketplace feedback.

Explore the three types of ab testing supported by a marketer—email program, trigger-type smart campaigns, and landing pages—using champion challenger to optimize banners and layouts.

Explore how to run an a/b test in Marketo email programs, selecting objectives and elements like from name, subject line, preheader, and timing to optimize open rate and engagement.

Conduct an email A/B test to optimize open rate by testing subject line variants, from addresses, and send times, selecting a winner by engagement or conversions.

Learn to set up and run an a/b test on a landing page, clone variants with banners, distribute traffic via a common url, analyze reports, and identify a winner.

Deactivate your A/B testing on the landing page by unapproving and deleting the test group, delete the extra copy, and update the main landing page with the winner embedded.

Learn to set up AB testing in Marketo's smart campaign by configuring asset-level tests, creating champion and challenger variants, and dividing traffic to determine a winner.