Demographic Re-scoring in Marketo
Most of us using Marketo for demographic scoring are using a basic trigger or batch campaign that only listens once when the Lead is Created or the Data Value is Changed. This means that the first time the Lead shares with us her Title or Department, we score it. That’s it. We never re-score that…
Storytelling and Operationalizing Commercial Insight
Storytelling Techniques and Operationalizing Commercial Insight Last week I reviewed how switching from the AIDA model to the Hero’s Journey could help you build better nurturing and content. Today, I’ll discuss how the famous Zuora Deck works using the Hero’s Journey. A secondary framework that leverages the Hero’s Journey is called Commercial Insight, which is detailed in…
How to Use Storytelling to Nurture Leads Effectively
You are nurturing your leads wrong. It’s ok. Everyone is. The “traditional” way Lead Nurturing is taught is that we should use a content grid to provide relevant information to the prospect at each Buying Stage. The Buying Stage is largely determined by the marketer, not the buyer. Nurturing is then viewed as a series…
Account Based Marketing Means Sales-Marketing Realignment
Marketing Operations faces a unique challenge in accommodating the latest shift in marketing frameworks: Account Based Everything (or ABM or ABS). As a marketing technologist, I’ve struggled with the conceptual shift because everything marketers (and sales) does is related to People (read: Leads). The deeper I work on an Account view, the more flaws I…
Marketing Reports – Strategy, Tactics, and Operations
When marketers discuss reports, I often see confusion instead of clarity. It is too easy to build reports and those reports are often tactical or worse, misused. Let’s discuss the differences between Strategy, Tactics, and Operations. From a marketing operations perspective, the tools should always be chosen to support the overall strategy. Here is my…
How to Conduct a Marketo Audit
In every project, in every firm I join, I always do a Marketo Audit first. To some, this process is a bit of a mystery, but it is in fact fairly easy to do if you have about 10-15 hours to walk through the right steps. And this process can be used on any marketing…
What Not to do in Marketing Automation
The other day, I was at a fun Marketo User Group where we discussed what not to do in Marketo. Outside of the April Fool’s Day post, what else should you consider not doing in Marketo and other marketing automation platforms? Allow Everyone to Delete This level of access is easy to overlook depending on…
Device and Client Counting Methods in Marketo
Until Email Insights was released in June, (and you may still not have it), Marketo provided scanty device and email client data on your leads. This data can be helpful when making decisions on how much tweaking to put into email or landing page code. Ideally, our stunning visuals work across all devices, OSs, and…
Interview with Marketing-Dev Pro Sanford Whiteman
Let’s talk more about the emerging discipline of marketing devops or marketing systems developer with one of the masters, Sanford Whiteman. Marketo Nation users know Sanford as the ultimate resource for scripting and deep systems answers, helping people put together custom experiences that are not in the box. The context is that there are some…
The Rise of the Marketing Developer and Systems Integrator
During the 2016 Marketo Summit, I had a couple of interesting conversations with my colleagues and with consultants regarding a potentially new discipline of “marketing devops” or “marketing integrations.” My colleagues are a part of the integrations and developer side of martech where they are struggling to find people with the intersection of skills in…
