Earning a Marketo certification is a significant way to validate your Marketo skills and advance your career. If you’ve been wondering just what it takes to earn it, wait no longer. Enjoy these slides as Inga Romanoff, Marketo customer and 5x Marketo Champion, shares best practices for becoming certified and consistently driving success as a Marketo Certified Expert.
Tata Punch brochure with complete detail of all the variants
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How to Get Marketo Certified
August 2017
2. Romanoff Consultants • 524 Broadway 11th Floor, New York, NY 10012 • (212) 390-0400 • www.romanoffconsultants.com
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3. Romanoff Consultants • 524 Broadway 11th Floor, New York, NY 10012 • (212) 390-0400 • www.romanoffconsultants.com
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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%
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AGENDA
Growth in Marketing Automation Industry
How to Get the Necessary Skills
Get Marketo Certified
Takeaways and How to Add Value
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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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"The Scream" by Edvard Munc
is one of the most famous paintings in art history because it captures universal suffering
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$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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Scott Brinker’s Marketing Technology Landscape Supergraphic (2017) chiefmartec.com
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Get the Skills
Earning a Marketo Certification is a significant way to validate
your Marketo skills and your value in the job market.
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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
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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
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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
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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
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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
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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.
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Street Cred
Become Marketo Elite: take it to the next level and earn
credibility in Marketo Community. Demonstrate your value
beyond technical expertise.
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Build Your Personal Brand
Learn from
others
Leverage
available
resources
Be a good
citizen
Join a local
Marketo User
Group
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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)
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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
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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
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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!
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Takeaways
"Happiness, in one sense, is a function of how closely our
world conforms to the infinite variety of human preference.”
~Malcolm Gladwell
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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
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• 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
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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
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THANK YOU
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@ingaroma
www.linkedin.com/in/ingaromanoff
www.facebook.com/ingaromanoff
INGA ROMANOFF/ TEXT YOUR EMAIL TO (415) 212-5051 FOR FOLLOW UP
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
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
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.