Using Information on People and Accounts as an SDR
The purpose of the data provided to SDRs and AEs is to help them prepare for the first call with a person within a buying center. The secondary purpose is help SDRs further connect the dots of potential buying centers within an organization. Whether that’s one center or twenty, the SDR must assist in gathering…
Preparing Sales Development Reps for the World
Over the past ten years, marketing operations has taken on, as one of its missions, to deliver high quality information about every Lead and Account that is passed to Sales. The perennial complaint from salespeople, especially Sales Development Reps (SDRs) is “There isn’t enough information on the lead record to make the call,” or “This…
Enforcing Contact Roles in Salesforce
A constant refrain we hear is, “How do I enforce Contact Roles in Salesforce so I can properly attribute revenue to my marketing programs?” It’s hard! Salespeople are focused on the money. They aren’t often keen to spend the extra five minutes to properly link up their key Contacts to the Opportunity. Thus, in Sales…
Do I Need Marketo Certification?
In the last few weeks, a few of you have approached me about learning Marketo to become Certified. In the past 7 years, I have helped many of you learn Marketo and even some of you become Certified whether through the blog, live sessions, or working together. Marketo Certification is a great badge of honor…
Using Workspaces and Lead Partitions in Marketo
Using Workspaces and Lead Partitions in Marketo We continue to see more and more questions about Workspaces and Lead Partitions in Marketo and want to provide a framework for helping you decide if the overhead of managing these is worth it. Sometimes it is, sometimes it is not. Workspaces are a special feature that must…
Careers in B2B Marketing – a Primer
A Primer on Careers in B2B Marketing Let’s talk about B2B as a whole. Once you enter the B2B world of marketing, you will be seen differently as a marketer. Companies that sell services to other businesses do act differently than a B2C firm like Proctor & Gamble, selling mass consumer products. Or even large…
Account Based Marketing – What it is and what it is not
Nearly everything I’ve seen is about sending direct mail/email/ads to people at a Target Account or a specific person with a funny or unique catch. To me, that’s an end point of the ABM work. It’s interesting to see the amount of “ABM” content out there that turns out to be a unique tactic to…
How to Break into Marketing Technology at Any Age
About once a week I receive a note from a subscriber asking about how to learn marketing automation, Marketo, or martech. Often, the question is about learning Marketo without access to an instance. However, Marketo isn’t necessary to learn marketing operations or technology or automation. What’s required is a mindset to learn new things. Marketing…
Careers in Marketing Automation and Technology
While I love sharing what I’ve learned about Marketo with you, a few blog posts aren’t enough to make you an expert, let alone help you build a new implementation. I can show you a path to becoming a marketing operations and Marketo expert. I hope you will join me on this journey. It’s one…
How to Use the Martech Maturity Model
In 2015, I released the Martech Maturity Model™ to explain what I was seeing happen with companies adopting marketing automation platforms. Since then, I’ve continued to use the model as an explanatory method and have found quite a few other organizations are using it, too. This past September, I visited Gartner, which has used the…
