How to Get Marketo Certified December 2017 Romanoff
How to Get Marketo Certified December, 2017 Romanoff Consultants • 524 Broadway 11 th Floor, New York, NY 10012 • (212) 390 -0400 • www. romanoffconsultants. com
2 INGA ROMANOFF Global Mar. Tech Expert | Thought Leader Skills MARKETING AUTOMATION Biography Inga is a thought leader, international speaker, and a strategic global marketing Professional with 20+ years of success in driving growth in B 2 B and B 2 C environment. Inga Romanoff Chief Executive Officer Romanoff Consultants 92% ADVANCED DATA SKILLS 80% Inga's leadership in the industry is recognized by her elite status as a 5 x Marketo Champion and a Revvie Award for most Dramatic Business Impact. In 2017, Inga was awarded Woman of the Year by International Stevie Awards and named Top Female Mar. Tech Influencer by Onalytica and Top. Rank Marketing. INDUSTRY TRENDS Inga serves as a Marketo User Group leader in New York since 2012. SALES LEADERSHIP EXPERIENCE 90% GLOBAL MARKETER 70% Romanoff Consultants • 524 Broadway 11 th Floor, New York, NY 10012 • (212) 390 -0400 • www. romanoffconsultants. com
3 AGENDA Marketing Automation Industry Get the Skills Build Your Brand Takeaways Romanoff Consultants • 524 Broadway 11 th Floor, New York, NY 10012 • (212) 390 -0400 • www. romanoffconsultants. com
Marketing Automation Category of technology that allows companies to streamline, automate, and measure marketing tasks and workflows, so they can increase operational efficiency and grow revenue faster Romanoff Consultants • 524 Broadway 11 th Floor, New York, NY 10012 • (212) 390 -0400 • www. romanoffconsultants. com
"The Scream" by Edvard Munc is one of the most famous paintings in art history because it captures universal suffering Romanoff Consultants • 524 Broadway 11 th Floor, New York, NY 10012 • (212) 390 -0400 • www. romanoffconsultants. com
7 EXPLOSIVE GROWTH • In 2014 there were nearly 11 x more B 2 B organizations using marketing automation than in 20111 • 67% of Marketing Leaders currently use a Marketing Automation Platform 2 • Over the next two years, an additional 21% of Marketing Leaders plan to use a Marketing Automation Platform 2 • Six biggest technologies hold a total of 57% of the market share 3 The total number of websites using marketing automation in 2016 was 482, 765 The six dominant technologies are installed on 276, 437 websites 1 Sirius. Decisions research 2014 2 Salesforce “State of Marketing” 2017 3 The State of marketing Automation 2017 by Similar. Tech and inbound marketing agency Bold Digital Architects Romanoff Consultants • 524 Broadway 11 th Floor, New York, NY 10012 • (212) 390 -0400 • www. romanoffconsultants. com
MARTECH CIRCLE. . NOT A STACK
9 Scott Brinker’s Marketing Technology Landscape Supergraphic (2017) chiefmartec. com Romanoff Consultants • 524 Broadway 11 th Floor, New York, NY 10012 • (212) 390 -0400 • www. romanoffconsultants. com
Get the Skills Earning a Marketo Certification is a significant way to validate your Marketo skills and your value in the job market. Romanoff Consultants • 524 Broadway 11 th Floor, New York, NY 10012 • (212) 390 -0400 • www. romanoffconsultants. com
11 Compensation: Overall Over 28% are over $125 K Median is $75 -$99 Under $50 K-$74 K $75 K-$99 K $100 K-$124 K $125 K-$149 K $150 K-$174 K $175 K-$199 K Female Over $200 K Male * 2017 Marketo Compensation Survey, www. surveymonkey. com/r/2017 marketosurvey Romanoff Consultants • 524 Broadway 11 th Floor, New York, NY 10012 • (212) 390 -0400 • www. romanoffconsultants. com
12 Compensation: MCE 34% of MCE certified earn more than $125 K per year (compare to only 14% for non-MCE Marketo users) Q: Are you a Marketo Certified Expert? No Yes 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Under $50 K-$74 K $75 K-$99 K $100 K-$124 K $125 K-$149 K $150 K-$174 K $175 K-$199 K Over $200 K * Over 500 responses: 2017 Marketo Compensation Survey, www. surveymonkey. com/r/2017 marketosurvey Romanoff Consultants • 524 Broadway 11 th Floor, New York, NY 10012 • (212) 390 -0400 • www. romanoffconsultants. com
13 Get Marketo Certified LEVEL 1 LEVEL 2 LEVEL 3 Marketo Specialization Assessment Demonstrated required skillset and improve your value in the job market. MCE is a Gold Standard in the industry. 5 2 $2 For advanced Marketo users, consultants and architects. When you have your MCE, take your expertise to the next level: • Analytics Attribution • Creative Assets • Email Deliverability • Event and Webinars • Nurture & Engagement Programs & Campaigns • Social Marketing 5 $2 h c ea Romanoff Consultants • 524 Broadway 11 th Floor, New York, NY 10012 • (212) 390 -0400 • www. romanoffconsultants. com
14 Marketo Certified Expert (MCE) The purpose of the Marketo Certified Expert certification exam is to validate competency, expertise, and operational knowledge in the broad use of Marketo. Romanoff Consultants • 524 Broadway 11 th Floor, New York, NY 10012 • (212) 390 -0400 • www. romanoffconsultants. com
15 Recommended Prerequisites Intended for Marketing Operation and Marketing Automation professionals, and Marketing Practitioners. Prerequisites: • 1 -2 years general marketing experience • Foundational marketing automation knowledge • 1+ years (800 – 1000+ hours) hands on experience using Marketo Lead Management (marketing activities, database, design studio and analytics) • Conceptual knowledge and the business context of using Marketing Automation Romanoff Consultants • 524 Broadway 11 th Floor, New York, NY 10012 • (212) 390 -0400 • www. romanoffconsultants. com
16 What to Expect: Exam Format • Approximately 75 -80 multiple choice items • 90 minutes allotted to complete the exam • Overall passing score: 70% • In the beginning of the exam, you will need to accept an Honor Code, which includes an agreement that the candidate will not share or expose the content of the exam • No assistance is allowed from another individual, or printed or electronic media while taking the exam Exam Objectives Exam Breakdown Program Fundamentals 30% Targeting and Personalization 16% Analytics and Reporting 16% Lead Management 20% Implementation and Operations 18% Romanoff Consultants • 524 Broadway 11 th Floor, New York, NY 10012 • (212) 390 -0400 • www. romanoffconsultants. com
17 Marketo Specialization Exams Differentiate yourself by showcasing your advanced skills. MCE is a prerequisite for a specialization exam. Available Specializations • Programs & Campaigns Specialist: Validate your skills to automate programs, clone them, use tokens and report on important program data such as ROI and acquisition. • Nurture & Engagement Specialist: Demonstrate your knowledge to get an engagement program up and running, including creating the program, adding content, building streams, adding people, and reporting on success. • Email Deliverability Specialist: Prove your skills to measure and optimize email deliverability, including designing emails for optimal performance, configuring key technical settings to authenticate your emails, and setting up your Marketo instance to ensure that people receive only the communications they want. • Creative Assets Specialist: Prove your proficiency to create and customize design assets using HTML and CSS, including customizing colors, buttons, styles, landing pages, emails and more, to align with your visual brand identity. • Analytics Attribution Specialist: Validate your knowledge to set up your programs to track and measure first-touch and multi-touch attribution, as well as how to use Marketo’s advanced reporting to build insightful ad-hoc reports. Romanoff Consultants • 524 Broadway 11 th Floor, New York, NY 10012 • (212) 390 -0400 • www. romanoffconsultants. com
18 What to Expect: Specializations • Approximately 25 multiple choice items • 60 minutes allotted to complete the exam • Overall passing score: 75% • Exams are not proctored • To register : www. webassessor. com/marketo • Find our more about our Specialization Exams Romanoff Consultants • 524 Broadway 11 th Floor, New York, NY 10012 • (212) 390 -0400 • www. romanoffconsultants. com
19 Prepare for Certification Test • Set your timeline • Review preparation resources • Marketo University Learning Portal: learn. marketo. com • Take Marketo Certification Prep Course $375 • Company-sponsored Learning Passport: www. marketo. com/services/passport/ • Practice Questions • Go to “How To” articles to learn: docs. marketo. com • Find a buddy or a mentor: use JIVE Expert Locator on Marketo Community, Linked. In, or a local user group Romanoff Consultants • 524 Broadway 11 th Floor, New York, NY 10012 • (212) 390 -0400 • www. romanoffconsultants. com
20 Ready? Register for Your Exam Two Testing Models 1. Online Proctored—exam at home or work 2. Onsite Proctored—traditional exam center • For both, go to: www. webassessor. com/marketo Registration Assistance: certification@marketo. com Romanoff Consultants • 524 Broadway 11 th Floor, New York, NY 10012 • (212) 390 -0400 • www. romanoffconsultants. com
Street Cred Become Marketo Elite: take it to the next level and earn credibility in Marketo Community. Demonstrate your value beyond technical expertise. Romanoff Consultants • 524 Broadway 11 th Floor, New York, NY 10012 • (212) 390 -0400 • www. romanoffconsultants. com
22 Build Your Personal Brand Leverage available resources Join a local Marketo User Group Learn from others Be a good citizen Romanoff Consultants • 524 Broadway 11 th Floor, New York, NY 10012 • (212) 390 -0400 • www. romanoffconsultants. com
23 Connect with Others • Plan to go to the annual Marketo Summit – it’s worth the investment • Attend Marketo Roadshows, happy hours, or other events in your area, make friends • Connect to key people in Marketo Community • User Group leader in your area • Marketo Elite: Champions and Champion Alums • Do customer references, your industry may have a unique use case • Subscribe or contribute to Marketo Blog blog. marketo. com Romanoff Consultants • 524 Broadway 11 th Floor, New York, NY 10012 • (212) 390 -0400 • www. romanoffconsultants. com
Takeaways "The best way to predict the future is to create it. ” ~Abraham Lincoln Romanoff Consultants • 524 Broadway 11 th Floor, New York, NY 10012 • (212) 390 -0400 • www. romanoffconsultants. com
25 Take Charge Marketo got thrown in your lap – sounds familiar? Learner DNA Not everything is Change is inevitable – tech for everyone, leave, if it’s not drives it for you Commit to your success! Romanoff Consultants • 524 Broadway 11 th Floor, New York, NY 10012 • (212) 390 -0400 • www. romanoffconsultants. com
26 Propel Your Career • Industry recognition and credibility amongst your peers • Get certified and hire people who have certifications • MCE - Gold standard, consider the new MCA • Specializations • MCSA, if you are a consultant • Raises your earning potential • Build your brand connect with others Romanoff Consultants • 524 Broadway 11 th Floor, New York, NY 10012 • (212) 390 -0400 • www. romanoffconsultants. com
INGA ROMANOFF/ TEXT YOUR EMAIL TO (415) 212 -5051 FOR FOLLOW UP NEW YORK HQ Romanoff Consultants 524 Broadway, Floor 11 New York, NY 10012 Office: (212) 390 -0400 contact@rc. solutions THANK YOU @ingaroma www. linkedin. com/in/ingaromanoff Romanoff Consultants • 524 Broadway 11 th Floor, New York, NY 10012 • (212) 390 -0400 • www. romanoffconsultants. com
- Slides: 27