CertificationCertification at Adobe

Renew your Adobe Marketo Engage certification

Last update: Tue Nov 21 2023 00:00:00 GMT+0000 (Coordinated Universal Time)

CREATED FOR:

  • Experienced
  • User

Your Adobe certification is valid for two years. If you are nearing this two-year mark, it’s time to renew your certification to keep it active.

First, select the appropriate level on the tab below (Professional, Expert, or Master). Then carefully review what you’ll need to do to renew your certification.

Be sure that you provide ample time to complete all the requirements before your certification expires.

It’s important to note that if your certification expires, you’ll have to retake the certification exam, which is NOT free of charge.

IMPORTANT
Log in first: The following links will function only after a successful login to the Adobe Credential Management System.
To share a link: If you would like to share the link to a renewal exam or assessment with a colleague, please link to the overall exam renewal page, not the URL of the exam itself, to avoid login issues.
Professional

You should be currently certified (not expired) in:

  • Adobe Marketo Engage Business Practitioner Professional

Instructions for renewing your certification:

  • Step 1: Successfully log in to Adobe Credential Management System, then return to this page
  • Step 2: Review the exam objectives and resources
  • Step 3: Take and pass the exam

Get ready

Exam details:

  • Level: Expert (0-12 months’ experience)
  • Passing Score: 27/36
  • Time: 71 mins
  • Delivery: On-demand / non-proctored
  • Available languages: English
  • Cost: FREE
  • Exam ID: AD5-E836 - Adobe Marketo Engage Business Practitioner Professional Renewal Exam

Scope and objectives:

Section 1: Building and Managing Programs (39%)

  • Identify when to use each of the 4 program types
  • Identify why/when to use the event program
  • Identify why/when to use the default program
  • Identify the special features of engagement program
  • Identify the special features of email program
  • Recognize what can be cloned
  • Identify the benefits of custom tags
  • Identify the purpose of channels
  • Describe the importance of Period Costs
  • Recognize the concept of using lead scoring
  • Understanding Communication limits
  • Recognizing program membership and acquisition
  • Understanding customer preferences (subscription, communication)
  • Apply best practices for review prior to launch

Section 2: Building Assets (19%)

  • Manipulating files in Design Studio (uploading/replacing images and files)
  • Create/Modify a form using the Form editor
  • Create/Edit an email using the Email editor
  • Create/Edit a landing page using the Landing Page editor
  • Create/Edit a snippet in the Snippet editor
  • Distinguish the difference between Draft and Approved assets
  • Distinguish the difference between Local and Global assets

Section 3: Defining and Targeting Audiences (33%)

  • Create/Modify Smart Lists
  • Understand Smart campaign flow steps
  • Understand how to Schedule and/or activate Smart campaigns
  • Interpret Smart campaign results
  • Describe the purpose of a segmentation and its use
  • Identify and navigate the database
  • Explain how to set privacy settings in Adobe Marketo Engage (within a context of campaigns that are created)
  • Differentiate between smart lists and static lists (when to use each)
  • Define system Smart lists
  • Compare and contrast the different types of campaigns
  • Understand how Smart campaign triggers and filters work
  • Differentiate the different List imports

Section 4: Analyzing and Building Reports (9%)

  • Explain the Core Adobe Marketo Engage reports
  • Email Link Performance
  • Email Performance
  • Landing Page Performance
  • People Performance
  • Program Performance
  • Web Page Activity
  • When to pull a list vs a report
  • Comprehend Dashboard information and metrics
  • Email insights

Get prepped

You are not required to complete training before taking the exam, and training alone will not provide you with the knowledge and skills required to pass the exam. A combination of training and successful, on-the-job experience are critical to providing you with the repository needed to pass the exam.

Here are some suggested resources to help you prepare:

Section 1

Section 2

Section 3

Section 4

Renew your certification

First, ensure that you have successfully logged in to Adobe Credential Management System. Then, to renew your Adobe Marketo Engage Business Practitioner Professional certification, click on the link below.

Take exam AD5-E836

note note
NOTE
This exam is free, open book, and un-proctored. You may take the exam up to three times. If you are unsuccessful after the third attempt, you must wait 30 days to try again. Failure to comply might result in your certification being revoked.
Expert

You should be currently certified (not expired) in:

  • Adobe Marketo Engage Business Practitioner Expert

Instructions for renewing your certification:

  • Step 1: Successfully log in to Adobe Credential Management System, then return to this page
  • Step 2: Review the exam objectives and resources
  • Step 3: Take and pass the exam

Get ready

Exam details:

  • Level: Expert (1-3 years’ experience)
  • Passing Score: 30/40
  • Time: 80 mins
  • Delivery: On-demand / non-proctored
  • Available languages: English
  • Cost: FREE
  • Exam ID: AD5-E824 - Adobe Marketo Engage Business Practitioner Expert Renewal Exam

Scope and objectives:

Section 1: Administration and maintenance (12%)

  • Determine the mapping process between Marketo and CRM
  • Identify what happened to an asset using the Audit Trail
  • Recognize differences between users and roles
  • Given a scenario, identify the best fit for using workspace and partitions
  • Identify CRM platforms with native Marketo synchronization
  • Given a scenario, locate where information is referenced

Section 2: Marketing activities/Campaign management (48%)

  • Demonstrate an understanding of Smart Campaigns, logic, constraints, and flow steps
  • Given a scenario, define the next step
  • Identify the root cause of a problem
  • Interpret the relationship between programs, channels, tags, and period cost
  • Demonstrate/apply the correct configuration to Engagement Programs
  • Give examples of usage for different types of tokens
  • Summarize the utility of Webhooks in Marketo and how they are used
  • Identify and apply the appropriate use of the PMCF
  • Explain the benefits of Global Assets and how to use them
  • Demonstrate the capabilities of forms
  • Perform and analyze an A/B test strategy
  • Identify where a program or asset has been referenced with ‘Used By’
  • Troubleshoot communication limits
  • Use Webinar provider information in an event program

Section 3: Lead management (10%)

  • Outline the key decision points in defining the lifecycle model
  • Apply best practices around lead scoring
  • Implement the appropriate interesting moments
  • Interpret the lead activity log
  • Given a scenario, identify the creation source

Section 4: Data management (10%)

  • Demonstrate how to set up a data management program
  • Analyze an instance’s data quality
  • Identify a few key pieces of Marketo’s data retention policy as it relates to smart lists
  • Summarize how segmentation works

Section 5: Reporting (5%)

  • Given an outcome of a campaign, determine how to set up a program to provide the best reporting
  • Given a scenario, be able to investigate and assign the appropriate acquisition program

Section 6: Best practices (15%)

  • Demonstrate the relevance of lead scoring in marketing and sales collaboration
  • Illustrate the benefits of the folder structure and naming conventions
  • Apply best practices around A/B testing
  • Explain the process to perform a quality check on any Marketo program
  • Explain the process to perform a quality check on an email

Get prepped

You are not required to complete training before taking the exam, and training alone will not provide you with the knowledge and skills required to pass the exam. A combination of training and successful, on-the-job experience are critical to providing you with the repository needed to pass the exam.

Here are some suggested resources to help you prepare:

Section 1: Administration and maintenance

Section 2: Marketing activities/Campaign management

  • Adobe Marketo Nation (Random Sample, Smart Campaign with data value fire, Wait Steps, member.webinar url, Campaign Inspector, Filter Logic, Using Tokens in Emails, Lead creation via Form Fill Out, Assets and Workspaces, Managing Forms)
  • Experience League - Marketo Engage Product Documentation (Smart Lists, Smart Campaigns, Demand Generation Forms, Demand Generation Events, Email Marketing, Creating Programs, Events, Audit Trail, Working with Programs, Administration Tags, Drip Nurturing, Landing Pages, Tokens, Administration Additional Integrations, Webhook, Program Member Custom Fields, Workspace and Person Partitions)

Section 3: Lead management

Section 4: Data management

Section 5: Reporting

Section 6: Best practices

Renew your certification

Ensure that you have followed step 1 above, and successfully logged in to Adobe Credential Management System first. Then, to renew your certification, click on the Adobe Marketo Engage Business Practitioner Expert renewal link below.

[Take the Adobe Marketo Engage Business Practitioner expert renewal exam AD5-E824]{class="badge informative"}

note note
NOTE
This exam is free, open book, and un-proctored. You may take the exam up to three times. If you are unsuccessful after the third attempt, you must wait 30 days to try again. Failure to comply might result in your certification being revoked.
Master

You should be currently certified (not expired) in:

  • Adobe Marketo Engage Architect Master

Instructions for renewing your certification:

  • Step 1: Successfully log in to Adobe Credential Management System, then return to this page
  • Step 2: Review the exam objectives and resources
  • Step 3: Take and pass the exam

Get ready

Exam details:

  • Level: Expert (3-5 years’ experience)
  • Passing Score: 27/36
  • Time: 72 mins
  • Delivery: On-demand / non-proctored
  • Available languages: English
  • Cost: FREE
  • Exam ID: AD5-E834 - Adobe Marketo Engage Architect Master

Scope and objectives:

Section 1: Project Leadership 16%

  • 1.1 Given a case study, identify the right stakeholders
  • 1.2 Evaluate a set of requirements and recommend project boundaries, budget, resources, and scope
  • 1.3 Given a modified process, determine impact, change management, and enablement requirements
  • 1.4 Given a set of business requirements, evaluate, audit, and recommend priorities and timeline

Section 2: Marketo Architecture Design 48%

  • 2.1 Gather requirements/needs and recommend a lead management and lifecycle design
  • 2.2 Review an existing implementation and provide findings
  • 2.3 Given a business need, identify the most efficient way to set up scoring
  • 2.4 Review existing workflows and recommend actions to efficiently scale campaign execution
  • 2.5 Outline the most effective approaches to facilitate Marketing operations and lead management across multiple countries
  • 2.6 Given a scenario, evaluate the impact and requirements to incorporate new technology to an instance
  • 2.7 Identify different types of integrations (Adobe Experience Cloud or external products) and when to use them
  • 2.8 Given a scenario/case study, identify the different stages in the lead lifecycle that will be affected by the proposed changes or requirements.
  • 2.9 Recommend appropriate campaign logic to support a specific business requirement

Section 3: Reporting and Attribution 20%

  • 3.1 Given a model to review, explain/articulate the concept of detours in the lifecycle modeler
  • 3.2 Given a multi-channel campaign (online advertising/organic social/content), recommend an approach for reporting
  • 3.3 Validate that Marketo reporting tracks lifecycle changes
  • 3.4 Identify metrics to use in a given report type
  • 3.5 Identify how to track multi-channel attribution to evaluate ROI
  • 3.6 Identify and describe the pros and cons of different attribution models
  • 3.7 Given a business requirement, describe the effects of channel setup to reporting

Section 4: Advanced Administration 16%

  • 4.1 Given a scenario, identify appropriate steps to improve platform governance
  • 4.2 Given an integration specification, recommend an efficient data schema
  • 4.3 Evaluate an implementation and recommend actions to improve email performance
  • 4.4 Evaluate an implementation and recommend actions to improve administration management
  • 4.5 Gather information about an implementation and recommend security practices
  • 4.6 Explain the applicability of workspace and partitions for a given scenario

Get prepped

You are not required to complete training before taking the exam, and training alone will not provide you with the knowledge and skills required to pass the exam. A combination of training and successful, on-the-job experience are critical to providing you with the repository needed to pass the exam.

Here are some suggested resources to help you prepare:

Section 1: Project Leadership

Section 2: Adobe Marketo Engage architecture design

Section 3: Reporting and attribution

Section 4: Advanced operations

Renew your certification

First, ensure that you have successfully logged in to Adobe Credential Management System. Then, to renew your Adobe Marketo Engage Architect Master certification, click on the link below.

Take exam AD5-E834

note note
NOTE
This exam is free, open book, and un-proctored. You may take the exam up to three times. If you are unsuccessful after the third attempt, you must wait 30 days to try again. Failure to comply might result in your certification being revoked.

Questions

View the certification FAQ.

Additional questions? Contact us.

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