Marketo Certified Expert Study Guide Part 5: Program Fundamentals

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Program Fundamentals MCE Study guide topics

Congratulations, you made it to the last section

Welcome to the final MCE study guide page. You have made it this far and you only have one more large section to go. The Program Fundamentals portion of this exam is demanding. It is important to understand all the program fundamentals that are outlined here but also the information that lives in the Marketo documentation.

This topic list comes from internal research as well as direct from Marketo. It is best to use this in congruence with all the other resources when preparing for the MCE exam.

Review the A/B testing functionality in the email program, including the dashboard, and know the steps to set up a subject line test

Create the email program within the desired location of Marketo.


Once the program is cloned locate the control panel, click Add A/B Test.

…then Edit A/B test (this will be in the same place)

Select your email and modify the subject line.

Use clicks as your criteria.

Schedule your winner and the date time you want to initiate the send. Click finish to schedule the send.

Understand what happens if you add a new piece of content into a stream of an engagement program when a lead has exhausted content

Stream resets all exhausted leads because new content has been introduced in the stream.

All the leads will now receive the new content they have not been sent; leads won’t receive duplicate emails in the engagement stream.

Once all the new casts are sent – then leads will exhaust again.

Understand how to transition someone from one stream to another in an engagement program

Activate the content and the emails you want to include in the nurture streams.

Create a transition rule between streams for when a lead qualifies.
Note: The first Nurture Stream can have transition rules.

Know what you can see on the engagement program dashboard

Unsubscribed, exhausted, engaged, program status, next cast, cast before exhausted.

Understand what happens when you have multiple triggers in a smart campaign

With multiple triggers, a person goes through the flow if ANY of the triggers gets activated.

Understand what happens when you have multiple choices in a flow step and a lead qualifies for more than one

Only the first matching choice is applied to the lead in that flow step.

Know the functionality that the webinar integration gives you at each step of the process (invite, register, attend, no show, attend on demand)

This is what a typical smart campaign status flow would look like. A lead can only go forward in the process. A lead will be invited. They will then register and attend or not attend the event.
After the launch of the webinar, a program can be on-demand content.

Know the difference between Send Email and Send Alert

An email can be sent to a lead or anyone in the database.
An alert is a real-time action that is sent to a sales member of your company if a trigger is activated.
Tasks can also be created for sales which identify the next steps for a sales representative if a lead takes a designated action.

Know the differences between segmentations and smart lists

Segmentations can create dynamic content, but smart lists do not.

Know when you can use advanced thank you pages

Advanced thank you pages can be activated in the form edit section. The functionality is based on being able to direct leads who make certain form field selections to different landing pages based on those selections.

Given an engagement program, identify the relevance of adding, pausing, and removing people from the program

Adding people to engagement program will cause the lead to receive the setup cadence of emails until exhausted again.

Pausing will pause leads from receiving content in the nurture stream.

Removing is not advisable because leads will not appear in data/analytics for all historical data

Identify how to set up programs to yield success metrics

Programs are one of the many keys to measuring the success of how your instance of Marketo is working.

When setting up a new program, determine the type of program you will need. There are a number of resources that can help break this down.
Key metrics for program success include, but are not limited to, Success, Period Cost, Status of leads.

Program logic and flow with assets and smart campaigns. If the program is set up in Marketo and the assets (landing pages) are built on the platform, then a user can track views, clicks and form submissions and conversions

There are many methods to set up the correct program success metrics.

Given an engagement program with multiple streams, identify how the streams and transition rules should be set up

There should be a  business justification for setting up a nurture stream. However, the transition question above will show high-level where transition rules can be set up.

It is also possible to use batch smart campaigns to transition leads.

Identify the asset types that can be used in an engagement program

For Email:

  • Approve the email you wish to add
  • Click the + sign in the engagement program
  • Select Email –
  • Right click the email and select activate –
  • Set the cadence for email sends and you are done

More complex:

  • Programs that contain emails:
  • Require a Smart campaign for reference in the nurture stream

Identify how to access information in the email send program dashboard

Click on the email program in Marketo. Once selected, go to view and click Dashboard.

Given a scenario about an event with registration, attendance and no-shows, identify the channel and program type that should be used

This would be an event program in the event channel.

Given a scenario using a webinar platform, identify the options for synching registration and attendee data

There are many Marketo partners that assist in automating the registration process. These partners host webinars and have unique video links for those who register.

ON24 and GoToWebinar are two popular webinar partners.

It is important to note survey data is not served back into Marketo. Study Partners Integration into Marketo for more information

Identify how to send a webinar confirmation that includes the unique link to the webinar

There is a special token that is added to the href of your target text. This link is unique to each lead in Marketo.

Given a screenshot with a flow step with choices, identify the impact of the order of choices.

Smart campaigns contain smart lists which is the target audience. Flow steps are the actions you want to have happen to that list of leads.

Identify the correct smart campaign setup to have an action happen immediately when a lead performs the triggering event

Include flow steps in the smart campaign for actions desired after the trigger.

Given a scenario with two triggers and at least one filter in a smart list, identify the outcome

The lead will qualify if any trigger is activated and the designated filters apply. You can designate which filters to appy—ALL, ANY or ADVANCED, which allows a combination of and/or criteria.

Given a scenario or screenshot of a program status, identify the transitions that are possible

It is important to pay attention to the status stage. A lead is engaged if they are registered or engaged. Leads can only move forward in the program.