Posted on: November 26, 2021 Posted by: Aaron_George Comments: 0

Email marketing is all about creating an unmatched customer experience through your campaigns. As your company starts to grow, so will the channels associated with the email marketing campaigns. The workflows will become more complex, and tracking the data of your customer will become chaotic. To avoid these problems, you can hire an expert. In this blog, we shall see how hiring a Marketo Certified Associates will help you improve your email game through Marketo.

Who is a Marketo certified associate?

Marketo Certified Associate, or an MCA, is a person that has been certified by Marketo to have the necessary skills to set up advanced email marketing campaigns and monitor their success rates on the automation platform. 

What are the challenges solved by the Marketo certified associate?

Marketo Certified associates are much more well-equipped to tackle your everyday email marketing challenges. Let’s dive into these:

  • Personalization

Personalization includes creating marketing email content that prioritizes individual customer interaction. In addition to that, Marketo-certified professionals focus on scaling this audience profiling feature to make highly targeted email campaigns. The email campaigns can be automated to send emails to your target audience based on their location, social media interaction, and time zone. Marketo also has built-in A/B testing tools to help the professional test multiple variations of the same email campaign. 

Uniqlo sends such targeted emails, with dynamic content, based on the user’s location. They have used a simple template that has two CTA buttons, one for men and another for women.


  • Data integration

Since the associates have access to all the Marketo resources, they can collect and view customer data from multiple sources. The public data of the customers available on their social media platforms are compiled, along with their history of interaction with the products available on your website. But mostly, the data is collected directly from the customers using sign-up forms. This data is fed into the analytics tools to help the professionals create different email segments for the customers for better personalization. 

  • Creating reports

The professionals also have access to the custom Marketo dashboards. Apart from the usual open rate metric, the dashboard also shows revenue attribution. The Marketo experts can use different parameters, channels, and regions to draw reports of the various automated workflows. 

Here’s an example of the custom Marketo dashboard that is used to your advantage by the associates. 


  • Email Automation

Email automation in Marketo is not only limited to creating automatic email campaigns. A Marketo professional can automate other aspects of email marketing as well. The associates can create workflows that maintain the hygiene of the emailing lists by removing inactive and duplicate accounts. They also modify ongoing email campaigns by adding models and custom rules. The accuracy of the targeted, personalized emails can be increased exponentially by inserting multi-layer workflows into the campaigns and replicating them. Generally, automation techniques are used in welcome email sequences and customer onboarding guides.

How hiring Marketo Certified Associates can help to up your Marketo email game

  • To begin with, Marketo has numerous capabilities that become progressively more difficult with each new layer of rules. For example, setting up various lead scoring parameters to create scoring models for ABM is as complex as it sounds. 
  • As the number of campaigns and channels increases, the creation of new automated workflows becomes more challenging. 
  • Some of the tools available in Marketo affect multiple layers simultaneously. If used incorrectly, it can do more harm than good.
  • While segmentation is somewhat easy, personalization can be extremely tough for newbies. They may only be able to personalize welcome emails and some promotional emails. For them, creating personalized email campaigns for every step of the complex sales cycle can become exhaustive.  
  • Omni-channel marketing also gives rise to bugs and other glitches that can be difficult to troubleshoot through multiple layers of workflow.

These tasks may seem difficult to budding developers, but a certified Marketo associate can approach these with ease. They can use the tools provided in Marketo more efficiently and proactively to optimize your email campaigns and increase your reach. 

Therefore, while hiring, stretch your budgets and prioritize Marketo Certified associates, as they will bring a better ROI for your Marketo email marketing. 

How can your team members get an MCA certification?

To become a Marketo Certified Associate, a person needs to appear for the MCA exam. The exam covers: 

  • Email marketing in Marketo
  • Digital marketing automation
  • Email send programs 
  • A/B testing 
  • Email Personalization
  • Basic forms for landing pages

The marketer also needs to fulfill the minimum eligibility criteria mentioned below-

  • Prior knowledge about the basics of marketing automation.
  • 3 to 6 months of general marketing experience
  • 200 to 400 hours of hands-on experience executing programs in Marketo

The MCA aspirants will have access to the Marketo University Online to prepare for their online exam. The candidates need to achieve a minimum score of 70% to get certified. The high entry barrier ensures that all certified professionals are well-equipped to handle challenging projects all by themselves.


The exam might seem daunting for business owners that use basic text email marketing to improve their reach. Hence, in such cases, it is much better to outsource email marketing to an agency that has certified Marketo experts onboard. They can use the Marketo resources to better your email metrics while you focus more on the scalability of the business.

Author: Kevin George is Head of Marketing at Email Uplers, one of the fastest growing custom email design and coding companies, and specializes in crafting professional email templates, PSD to HTML email conversion and free HTML email templates. He loves gadgets, bikes, jazz and eats and breathes email marketing. He enjoys sharing his insights and thoughts on email marketing best practices on his blog.

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