What you'll learn
Understand what Marketing Automation is why companies invest in tools like Marketo
Review the knowledge requirements to become a Marketo Certified Professional
Become comfortable navigating through and understanding the different parts of the Marketo platform
Master all-things Building & Managing Programs (section 1 of 4 in the Marketo Certified Professional syllabus)
Master all-things Building Assets (section 2 of 4 in the Marketo Certified Professional syllabus)
Master all-things Defining & Targeting Audiences (section 3 of 4 in the Marketo Certified Professional syllabus)
Master all-things Analyzing & Building Reports (section 4 of 4 in the Marketo Certified Professional syllabus)
Feel ready to take the Marketo Certified Professional exam with tips and a mock test walkthrough
Optional bonus content with other best practices, such as the application of a Program Folder Structure, Naming Conventions and a Lead Scoring Model
Requirements
No experience is required but access to a Marketo instance is strongly recommended to practice what's covered in this course
Description
Are you looking to learn how to use Marketo?This course was designed and recorded in 2023 with the objective of getting you Marketo Certified Professional exam-ready, without assuming any prior knowledge of Marketo.Therefore, whether you're brand new to Marketo and have barely logged in, or you think you're just about ready to book or sit your exam and want to fill any knowledge gaps, this course is designed for you. Alternatively, if you're just looking to learn to use Marketo without then taking the certification, the course does this just as well.The course is designed to follow the same roadmap as the exam, is split out into the same sections as the exam and covers all the content Marketo sets out to make you a competent user of the tool. It concludes with some pre-exam tips and mock questions to help with your final preparations if you are looking to become certified.As an experienced Marketo user of 9 years, the trainer is keen to tie in applied experiences to help share best practices throughout the course and balance the use of slides to simplify concepts and as revision-worthy summations, with as much time possible focused on live demonstrations in Marketo.Please Note: The exam content covered in this course is for the 'Certified Professional' and DOES NOT cover everything for the more advanced 'Certified Expert' exam.Adobe also recommends six months hands-on experience in Marketo prior to taking any certification exam.
Overview
Section 1: Introduction
Lecture 1 Welcome
Lecture 2 About The Course
Lecture 3 Course Roadmap
Lecture 4 About The Trainer
Lecture 5 Marketo Certifications Explained
Lecture 6 About The Exam
Section 2: Marketing Automation Concepts
Lecture 7 What is Marketo?
Section 3: Marketo Walkthrough
Lecture 8 Section Introduction
Lecture 9 My Marketo
Lecture 10 Marketing Activities
Lecture 11 Design Studio
Lecture 12 Database
Lecture 13 Analytics
Lecture 14 Admin
Lecture 15 Remaining Tiles
Section 4: Building & Managing Programs
Lecture 16 Section Introduction & Objectives
Lecture 17 Programs Overview
Lecture 18 Event Program
Lecture 19 Email Program (& A/B Testing)
Lecture 20 Engagement Program
Lecture 21 Default Program
Lecture 22 Recipient Time Zone
Lecture 23 Head Start
Lecture 24 Channels & Tags
Lecture 25 Period Costs
Lecture 26 Person Scoring
Lecture 27 Communication Limits
Lecture 28 Program Membership & Acquisition
Lecture 29 Customer Communication Preferences
Lecture 30 Objective Recap
Section 5: Building Assets
Lecture 31 Section Introduction & Objectives
Lecture 32 Uploading Images & Files
Lecture 33 Forms
Lecture 34 Emails
Lecture 35 Landing Pages
Lecture 36[Optional] Landing Page Element: Social Button
Lecture 37[Optional] Landing Page Element: Poll
Lecture 38 Snippets
Lecture 39 Draft vs Approved Assets
Lecture 40 Local vs Global Assets
Lecture 41 Tokens
Lecture 42 Objective Recap
Section 6: Defining & Targeting Audiences
Lecture 43 Section Introduction & Objectives
Lecture 44 Lists vs Smart Lists
Lecture 45 Lists
Lecture 46 Smart Lists
Lecture 47 Segmentations
Lecture 48 Smart Campaigns
Lecture 49 Batch Smart Campaign Demo
Lecture 50 Trigger Smart Campaign Demo
Lecture 51 System Smart Lists
Lecture 52 Privacy Settings
Lecture 53 What Can Be Cloned?
Lecture 54 Objective Recap
Section 7: Analyzing & Building Reports
Lecture 55 Section Introduction & Objectives
Lecture 56 Report Types
Lecture 57 Email Performance Report
Lecture 58 Email Link Performance Report
Lecture 59 Landing Page Performance Report
Lecture 60 Web Page Activity Report
Lecture 61 Company Web Page Activity Report
Lecture 62 Campaign Activity Report
Lecture 63 Campaign Email Performance Report
Lecture 64 Program Performance Report
Lecture 65 People/Group By Status Report
Lecture 66 People Performance Report
Lecture 67 Sales Insight Email Performance Report
Lecture 68 Engagement Stream Performance Report
Lecture 69 Social Influence Report
Lecture 70 Email Insights
Lecture 71 Email Program Dashboard
Lecture 72 Engagement Program Dashboard
Lecture 73 Objective Recap
Section 8: Additional Content
Lecture 74[Optional] Best Practice Program Build
Lecture 75[Optional] Example Lead/Person Scoring Program
Section 9: Exam Tips & Mock Questions
Lecture 76 Exam Tips
Lecture 77 Mock Questions & Answer Walkthrough
Lecture 78 Closing
Anyone who wants to start a career as a day-to-day Marketo user,Existing Marketo users who want to upskill to achieve Marketo Certified Professional status,Users of other Marketing Automation tools (e.g. Pardot, Eloqua) who want to broaden their skills to also use Marketo,Marketing managers working for a company that uses Marketo who want to further understand the tool's capabilities


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