B2B Email Metrics That Work
B2B Email metrics are broken – here’s what to do instead Every day on LinkedIn someone says “MQLs are dead” or “Email Clicks and Opens are Vanity Metrics.” Yet, I never see anyone offer a real solution. Today you will learn how to tell a story about how your email nurturing programs drive faster pipeline…
Making Marketo a PLG Powerhouse
Recently, I wrote a whitepaper to help MOPS teams make Marketo a Product Led Growth Powerhouse. Whether you use Marketo or not, a PLG motion requires a solid architecture that is quite different from the typical CRM+MAP binary star architecture that dominated from 2010-2020. There is a lot to unpack about the perceived limitations…
How to Run a Tight Ship in GTM Operations
Running a Tight Ship in GTM Operations “Managers mistake operational effectiveness with strategy” Michael Porter In your job, operational effectiveness across the customer lifecycle and within the funnel is your job. As long as it supports the strategy. Running a tight ship is a great way to have a strong team. It’s especially important in…
How to Think About Your Marketing Tech Stack
How to Think About Your Marketing Tech Stack At the 2019 Adobe-Marketo Summit, I had the pleasure of presenting thoughts on Martech Stack management with Kelly Horton of Docker. We presented several methods to help fellow marketing operations teams think about how the MOPs function works in the organization. We also discussed in detail how…
A Conversation with Edward Unthank of Etumos
Founder of Etumos shares his journey in Marketing Operations, MarTech and Marketo, leading him to take over the reins of Marketing Rockstar Guides.
Archiving Assets in Marketo
“But it’s still good!” – Grandpa As we work with different clients, we encounter users with newer instances and users with older instances. In each case, both compile a legacy of active triggers, scheduled batches, and old assets. These collected items make it harder to see what is currently important and what is safe to…
Marketo Tips for Holiday Campaigns
It’s that time of year again! Not Turkey and presents, but the dreaded holiday campaign season. Whether you are in B2B or B2C, you always have a holiday campaign from the Customer Email Card to the “special offers” to induce last minute budget spending. Here are some quick tips you can use in Marketo to…
Martech Stack Assessment Tips
A successful martech stack allows you to automate marketing and sales business processes in a way that you can efficiently report on the funnel and make future decisions on budget allocation. A successful stack will allow each type of marketer and salesperson to work on campaign storytelling and relationship building, rather than analysis. As you…
Setup Multi Asset and Webinar Registration on One Page in Marketo
As you become more confident in using Marketo, you will eventually be asked to create a method for a Lead to select multiple webinars (or assets) at once. This is a variation of the Recurring Webinar series and is an important method to learn because it can be applied to at least three use cases…
Agile Marketing and Agile Vendor Contracts
Recently, I’ve written about how to work with vendors and your internal teams to produce optimal vendor selection, and thus optimal outcomes for your goals. The next step to staying relevant to your customers and ensuring your team tests regularly, is to embrace Agile Marketing. Putting agile into practice is pretty hard in larger organizations…
