Renew your Adobe Marketo Engage certification

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

• Experience League - Marketo Engage Product Documentation (Field Management, CRM Sync, Audit Trail, User Administration, Workspaces and Partitions, Smart Lists, Custom Field)
• Adobe Marketo Nation (Synching with Salesforce, CRM integrations)

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

• Adobe Marketo Nation (Build a Lead Lifecycle Program video, Unsubscribe from Email)
• Experience League - Marketo Engage Product Documentation (Smart Campaigns, Marketo Sales Insight, Interesting Moments, Managing People in Smart Lists, System Managed Fields)

Section 4: Data management

• Adobe Marketo Nation (Maintaining a Directory of Leads Bouncing Emails article, How to Manage Your Marketo Database for Deliverability support blog, Marketo Activities Data Retention Policy - Under the Hood article)
• Experience League - Marketo Engage Product Documentation (Email Marketing Hard and Soft Bounces, Report Types, Personalization, Dynamic Content)

Section 5: Reporting

• Adobe Marketo Nation (Setting Acquisition best practices article)
• Experience League - Marketo Engage Product Documentation (Reporting, Performance Insights, Program Performance Report, Editing reports, Program Membership)

Section 6: Best practices

• The Definitive Guide to Lead Scoring
• Experience League - Marketo Engage Product Documentation (Working with Programs, Email Marketing, A/B Testing)
• Adobe Marketo Nation (Mind your QA Process)

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 Marketo Engage Business Practitioner Expert renewal link below.

Take the Adobe Marketo Engage Business Practitioner expert renewal exam AD5-E824

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

• Champion Blog - Marketo Nation
• Marketo Product Docs
• Documentation - REST API
• Understanding Revenue Models

Section 2: Adobe Marketo Engage architecture design

• Instructions for Creating a Custom Sync Rule
• The Definitive Guide to Lead Scoring
• Email Scripting
• Initial Setup

Section 3: Reporting and attribution

• Report Type Overview
• Understanding Attribution
• Champion Blog - Marketo Nation
• The Predictive Content Summary

Section 4: Advanced operations

• Marketo Product Docs
• Suppressing Soft Bounces
• Understanding Workspaces and Person Partitions
• Understanding Marketo Custom Objects

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.