Marketo announces new entry-level certification for marketers

Marketo’s logo

Marketing automation platform Marketo, now owned by Adobe, is out with a new credential: Marketo Certified Associate.

What it is. The entry-level certification is intended to show that the recipient has a basic understanding of marketing automation, general marketing concepts and basic email automation on the platform, thus providing evidence of Marketo skills to the holder’s employer or potential employer.

It joins several other certification programs offered by Marketo, including Certified Expert and Specializations in more than ten areas, such as Social Marketing, Web Personalization and Analytics Attribution.

How to obtain certification. To obtain this new recognition, a candidate must pass an exam of about five dozen questions that assess skills and knowledge about utilizing marketing tools on the platform, such as managing email sending and personalization, A/B testing, and creating basic forms and landing pages.

Candidates can prep for the exam, Marketo said, through a minimum of three months of hands-on experience developing and implementing marketing programs on the platform, and/or through training in an academic setting or in Marketo’s training arm. Marketo University offers online training resources and simulation exercises, as well as instructor-led classes.

Certified Associates receive a logo and certificate, access to the new Marketo Job Board, and access to an exclusive LinkedIn group.

In September, Adobe announced it was buying Marketo. “The deal,” research firm Forrester wrote at the time, “solidifies Adobe’s position as the market leader in marketing campaign management.”