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Value of certification_aug_2017
The document provides a comprehensive guide on obtaining Marketo certification, highlighting its significance in the marketing automation industry. It features insights from Inga Romanoff, a marketo champion, and outlines the skills and steps required for certification, including available specializations and the benefits of being certified. Additionally, it discusses the growth of marketing automation and the importance of building a professional network within the Marketo community.
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Value of certification_aug_2017
- 1. Romanoff Consultants •524 Broadway 11th Floor, New York, NY 10012 • (212) 390-0400 • www.romanoffconsultants.com How to Get Marketo Certified August 2017
- 2. Romanoff Consultants •524 Broadway 11th Floor, New York, NY 10012 • (212) 390-0400 • www.romanoffconsultants.com 2
- 3. Romanoff Consultants •524 Broadway 11th Floor, New York, NY 10012 • (212) 390-0400 • www.romanoffconsultants.com 3 Inga Romanoff Inga is a thought leader, international speaker, and a strategic global marketing Professional with 20+ years of success in driving growth in B2B and B2C environment. Inga's leadership in the industry is recognized by her elite status as a 5x Marketo Champion and a Revvie Award for most Dramatic Business Impact. She serves as a Marketo User Group leader in New York since 2012.Chief Executive Officer Romanoff Consultants Biography Skills INGA ROMANOFFGlobal MarTech Expert | Thought Leader MARKETING AUTOMATION ADVANCED DATA SKILLS INDUSTRY TRENDS GLOBAL MARKETER 80% 90% 70% SALES LEADERSHIP EXPERIENCE 70% 92%
- 4. Romanoff Consultants •524 Broadway 11th Floor, New York, NY 10012 • (212) 390-0400 • www.romanoffconsultants.com 4 AGENDA Growth in Marketing Automation Industry How to Get the Necessary Skills Get Marketo Certified Takeaways and How to Add Value
- 5. Romanoff Consultants •524 Broadway 11th 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
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- 7. Romanoff Consultants •524 Broadway 11th 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
- 8. Romanoff Consultants •524 Broadway 11th Floor, New York, NY 10012 • (212) 390-0400 • www.romanoffconsultants.com 8 $1.8 billion 2015 $7.24 billion 2019 • According to SiriusDecisions research, in year 2014 there were nearly 11 times more B2B organizations using marketing automation than in 2011 • It is estimated that in 2016, on average 49% of companies are using Marketing Automation2 • In 2013, 79% of top-performing companies have been using marketing automation for more than two years3 EXPLOSIVE GROWTH
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- 10. Romanoff Consultants •524 Broadway 11th Floor, New York, NY 10012 • (212) 390-0400 • www.romanoffconsultants.com 10 Scott Brinker’s Marketing Technology Landscape Supergraphic (2017) chiefmartec.com
- 11. Romanoff Consultants •524 Broadway 11th 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.
- 12. Romanoff Consultants •524 Broadway 11th Floor, New York, NY 10012 • (212) 390-0400 • www.romanoffconsultants.com 12 Compensation: Overall * 2017 Marketo Compensation Survey, www.surveymonkey.com/r/2017marketosurvey Under $50K $50K-$74K $75K-$99K $100K-$124K $125K-$149K $150K-$174K $175K-$199K Over $200K Female Male Over 28% are over $125K Median is $75-$99
- 13. Romanoff Consultants •524 Broadway 11th Floor, New York, NY 10012 • (212) 390-0400 • www.romanoffconsultants.com 13 Compensation: MCE 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Yes No Under $50K $50K-$74K $75K-$99K $100K-$124K $125K-$149K $150K-$174K $175K-$199K Over $200K 34% of MCE certified earn more than $125K per year, compared to only 14% non-MCE Marketo users * 2017 Marketo Compensation Survey, www.surveymonkey.com/r/2017marketosurvey
- 14. Romanoff Consultants •524 Broadway 11th Floor, New York, NY 10012 • (212) 390-0400 • www.romanoffconsultants.com 14 Compensation: Marketo Champion 41% of Marketo Champions earn more than $125K per year, compared to only 20% of other users 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Yes No Under $50K $50K-$74K $75K-$99K $100K-$124K $125K-$149K $150K-$174K Over $200K * 2017 Marketo Compensation Survey, www.surveymonkey.com/r/2017marketosurvey
- 15. Romanoff Consultants •524 Broadway 11th Floor, New York, NY 10012 • (212) 390-0400 • www.romanoffconsultants.com 15 Prepare for Certification Test • Set your timeline • Review Certification Materials • www.marketo.com/university/marketo-certification/ • Marketo Certification Prep Course $375 • Practice Test • Other Resources • “How To” articles: docs.marketo.com • Dig dep developer portal: developers.marketo.com • Find a buddy or a mentor: JIVE Expert Locator on Marketo Community or a local user group
- 16. Romanoff Consultants •524 Broadway 11th Floor, New York, NY 10012 • (212) 390-0400 • www.romanoffconsultants.com 16 What’s Needed • Know all around Marketo fundamentals, including basic admin functions • Minimum experience - must have at least one year of experience with Marketo • Registration • Ability to take it on your computer via remote proctoring technology or at a local business center • Certification Roadmap • Practice • Practice • Practice
- 17. Romanoff Consultants •524 Broadway 11th Floor, New York, NY 10012 • (212) 390-0400 • www.romanoffconsultants.com 17 Get Marketo Certified Demonstrated required skillset and improve your value in the job market. MCE is a Gold Standard in the industry. LEVEL1 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 LEVEL 2 Marketo Specialization Assessment LEVEL 3 For advanced Marketo users, consultants and architects.
- 18. Romanoff Consultants •524 Broadway 11th 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.
- 19. Romanoff Consultants •524 Broadway 11th Floor, New York, NY 10012 • (212) 390-0400 • www.romanoffconsultants.com 19 Build Your Personal Brand Learn from others Leverage available resources Be a good citizen Join a local Marketo User Group
- 20. Romanoff Consultants •524 Broadway 11th Floor, New York, NY 10012 • (212) 390-0400 • www.romanoffconsultants.com 20 Leverage Available Resources • Maximize consulting investment your firm makes • Training packages • Marketo Professional Services • Research and use Launchpoint apps – early stage technologies give you advantage in your career • Understand the difference between • launchpoint.marketo.com (technology and services partners) • docs.marketo.com (product documentation) • community.marketo.com (community, product ideas, groups) • developers.marketo.com (developer documentation)
- 21. Romanoff Consultants •524 Broadway 11th Floor, New York, NY 10012 • (212) 390-0400 • www.romanoffconsultants.com 21 Join Marketo User Group • Meet your local User Group Leader, they are a key person in your Community • Ask your leader to help with filling your Marketo opening – they can post it on the Community and get you a much faster response and back door references • Meet with other Marketo users face-to-face and develop your network • Speak at a meetup, share a success story or a problem for the group to solve • Learn about partners that are part of Marketo ecosystem • And have fun! nation.marketo.com/community/events/user-groups
- 22. Romanoff Consultants •524 Broadway 11th Floor, New York, NY 10012 • (212) 390-0400 • www.romanoffconsultants.com 22 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 • JIVE Expert Locator and Marketo Certified Solutions Architect • Do customer references, your industry may have a unique application • Subscribe or contribute to Marketo Blog blog.marketo.com
- 23. Romanoff Consultants •524 Broadway 11th Floor, New York, NY 10012 • (212) 390-0400 • www.romanoffconsultants.com 23 Give Back • It’s easy to become possessive of the knowledge, resist that and share (execution is difficult, so share ideas) • Help other people in your own organization learn and grow. Facilitate sharing of ideas. • Build them up into experts -- but give them a career path. Pay them accordingly, their expertise is valuable. • Speak or submit a topic at User Group • Apply to speak at Marketo Summit • Share these tips with others!
- 24. Romanoff Consultants •524 Broadway 11th Floor, New York, NY 10012 • (212) 390-0400 • www.romanoffconsultants.com Takeaways "Happiness, in one sense, is a function of how closely our world conforms to the infinite variety of human preference.” ~Malcolm Gladwell
- 25. Romanoff Consultants •524 Broadway 11th Floor, New York, NY 10012 • (212) 390-0400 • www.romanoffconsultants.com 25 Take Charge Commit to your success! Marketo got thrown in your lap – sounds familiar? Learner DNA Change is inevitable – tech drives it Not everything is for everyone, leave, if it’s not for you
- 26. Romanoff Consultants •524 Broadway 11th Floor, New York, NY 10012 • (212) 390-0400 • www.romanoffconsultants.com 26 • Get certified and hire people who have certifications • MCE - Gold standard • Specializations • MCSA if you are a consultant • Make sure you’re developing your network • People are always doing informal background checks • It’s a tight community, so don’t burn bridges-it’s not worth it • Play the long game, it pays off • Apply to become a Marketo Champion – Marketo Elite customers • Learn how to tie your work/impact to pipeline or revenue (NOT just leads) • Empower people around you • Share information with others Propel Your Career
- 27. Romanoff Consultants •524 Broadway 11th Floor, New York, NY 10012 • (212) 390-0400 • www.romanoffconsultants.com Learn. Constantly. Be Good at Something Think Like an Entrepreneur & Don’t Expect Things to be Hunky Dory Don’t Go With the Flow Contribute Your Best
- 28. Romanoff Consultants •524 Broadway 11th Floor, New York, NY 10012 • (212) 390-0400 • www.romanoffconsultants.com THANK YOU
- 29. Romanoff Consultants •524 Broadway 11th Floor, New York, NY 10012 • (212) 390-0400 • www.romanoffconsultants.com @ingaroma www.linkedin.com/in/ingaromanoff www.facebook.com/ingaromanoff INGA ROMANOFF/ TEXT YOUR EMAIL TO (415) 212-5051 FOR FOLLOW UP
- 30. Page 30Marketo Proprietaryand Confidential | © Marketo, Inc. 8/28/2017 Benefits of Marketo Certification Marketo Specialization Marketo Certified Expert Marketo Specializations Industry recognition Great opportunity for career advancement Credibility amongst your peers Recognition as a marketing automation and operations leader Differentiates from your professional competition Raises earning potential Benefits Marketo Certified Expert (MCE): Earning a Marketo Certification is a significant way to validate your Marketo skills. When you become certified, you join an elite group of marketing professionals who find that certification boosts their careers as demand for Marketo experts continues to grow. Differentiate yourself and showcase your advanced skills. Available exclusively to Marketo Certified Experts, Specializations demonstrate your proficiency with key functional areas of Marketo.
- 31. Page 31Marketo Proprietaryand Confidential | © Marketo, Inc. 8/28/2017 Marketo Specialization Exams Now you can differentiate yourself and showcase your advanced skills. Available exclusively to Marketo Certified Experts, Specializations demonstrate your proficiency with key functional areas of Marketo. 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.
- 32. Page 32Marketo Proprietaryand Confidential | © Marketo, Inc. 8/28/2017 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.
- 33. Page 33Marketo Proprietaryand Confidential | © Marketo, Inc. 8/28/2017 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
- 34. Page 34Marketo Proprietaryand Confidential | © Marketo, Inc. 8/28/2017 Exam Topic Areas The Marketo Certified Expert Exam measures the candidates knowledge and skills related to the content areas listed below. A candidate should have hands- on experience as a Marketo practitioner and have the ability to perform the tasks listed as exam objectives within each content area. Exam Objectives Exam Breakdown Program Fundamentals 30% Targeting and Personalization 16% Analytics and Reporting 16% Lead Management 20% Implementation and Operations 18% Total 100%
- 35. Page 35Marketo Proprietaryand Confidential | © Marketo, Inc. 8/28/2017 MCE Exam Format • Approximately 75-80 multiple choice items • 90 minutes allotted to complete the exam • Regular registration fee of USD $225.00 • Overall passing score: 70% • Before taking the exam, candidates must read and accept an Honor Code and a legal agreement, which includes an agreement that the candidate will not share or expose the content of the exam. • Candidates are not allowed any assistance from another individual, or printed or electronic media while taking the exam. Marketo takes the security of exam content very seriously.
- 36. Page 36Marketo Proprietaryand Confidential | © Marketo, Inc. 8/28/2017 Specialization Exam Format • Approximately 25 multiple choice items • 60 minutes allotted to complete the exam • Regular registration fee of USD $25.00 • Overall passing score: 75% • Exams are not proctored • To register : www.webassessor.com/marketo • Find our more about our Specialization Exams
- 37. Page 37Marketo Proprietaryand Confidential | © Marketo, Inc. 8/28/2017 Exam Preparation Resources • Marketo University Learning Portal • MCE Exam Prep Course Schedule • Learning Passport • MCE Exam Blueprint • Marketo Docs • Sample Questions
- 38. Page 38Marketo Proprietaryand Confidential | © Marketo, Inc. 8/28/2017 Register for the MCE 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: [email protected]
- 39. Page 39Marketo Proprietaryand Confidential | © Marketo, Inc. 8/28/2017 Certify at Marketing Nation Roadshows
- 40. More Questions? Email: [email protected] Email:[email protected] Web site: www.marketo.com/certification
Editor's Notes
- #9 1 SiriusDecisions“B-to-B Marketing Automation Study” (2014) 2 On average 49% of companies are currently using Marketing automation. With more than half of B2B companies (55%) adopting the technology. – Emailmonday “The Ultimate Marketing Automation stats”. (2016) 3 Gleanster, Q3 2013 Marketing Automation Benchmark, Aug 2013
- #11 Marketing has become a technology-powered discipline, and therefore marketing organizations must infuse technical capabilities into their DNA ~ Scott Brinker, chiefmartec.com The official stats for this year: There are now 5,381 solutions on the graphic, 39% more than last year There are now 4,891 unique companies on the graphic, up 40% from last year Only 4.7% of the solutions from 2016 were removed (and another 3.5% changed in some fundamental way — their name, their focus, or their ownership) Distribution of their size and funding: 6.9% are enterprises, with more than 1,000 employees or are public 44.2% are private businesses, less than 1,000 employees or no funding data 48.8% are investor-funded startups at any pre-exit stage
- #31 Our certification is a respected credential and requires customers to pass an exam to demonstrate their knowledge. Some of the benefits we've seen customers experience from becoming certified include: Industry recognition Career advancement opportunities Creditability among peers Recognition as a marketing leader Differentiation from professional competition And raises in earning potential. Our Marketo Certified Expert is the first step for skilled practitioners. From there, Marketo Certified Experts can take exams in Areas of Specialization. Currently our Marketo Analytics Area of Specialization is available and more areas will be coming soon. And for those wanting an even more advanced level of certification, we offer the Marketo Certified Consultant exam. This is open to Certified Experts who have passed all Areas of Specialization exam and demonstrated successfuld completion of a Marketo project.