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Want to learn the ropes for running a great marketing automation program? Check out these slides by Josh Hill, Marketo Expert and Practice Lead at Perkuto. For more, get the ebook, The Newcomer's Guide to Marketing Automation at bit.ly/New-to-MA
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HOW TO BE A MARKETING AUTOMATION ROCKSTAR
Josh HillMarketo Practice Lead
July 17, 2014
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Want more?
Download our ebook, covering these topics and more to help you get the most out of your marketing automation platform.
Bitl.ly/New-to-MA
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Who is Josh Hill?I work at the intersection of Marketing, Technology, and Sales to deliver revenue and sales funnel visibility.• 4 years in B2B Enterprise Sales• 10 years in Tech Support• 6 years in B2B Enterprise demand generation• 4 years with Marketo• 8 years with SFDC• 3 years as a marketing consultant and author• 2 years+ Marketo Champion• 2 years Marketo Certified Expert• Always in Customer Service
Marketo Practice Lead @ PerkutoAuthor of Marketing Rockstar’s Guide to Marketo
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About Perkuto
• Marketing Automation Agency• Clients in Canada, USA, UK• SMBs & Global Corporations• Marketo Experts since 2008• Salesforce Experts since 2006
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About RingLead
RingLead offers easy-to-use yet powerful applications to solve data quality problems in your marketing automation platform.
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What is a marketing automation rockstar?Rockstar: famous and successful singer of rock music; treated as a celebrity.
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What is marketing automation?
Marketing Automation: technology that allows marketers to automate repetitive tasks, effectively market across channels; method of streamlining sales and marketing with automation.
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What is a marketing automation rockstar?
Marketing Automation Rockstar - a marketer who works at the intersection of Sales, Marketing, and Technology; marketer who uses marketing automation well.
Remarkable rockstar content and SEO does work
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No one begins life as a rockstar
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A marketing rockstar is not an engineer
A rockstar• Knows how to think• Understands technology systems• Understands basic logic• “Plays” to learn• Helps others get up to speed, shares the
knowledge.
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A rockstar embraces logic to target audiences effectively.
AND = both criteria must be true OR = either or both criteria can be true.
NOT = anyone without that criteria
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Wait, I need to know about databases?
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A rockstar understands database concepts
DB
The Cloud (Internet)
1. Calm down. You do NOT need to understand or know SQL unless you want to become a more technical marketing operations or business analyst.
2. But, it doesn’t hurt to know what SQL is. 3. Do you know Access? Use Excel Filters? You understand the
basics.4. Do you build Salesforce or a CRM reports? You are well on
your way.
Key Terms to Understand:• Fields• Picklists• Triggers• Apex Code (SFDC)• Page Layouts (SFDC)• Field history• Unique ID• Tables• Objects – Leads, Accounts, Opps, Contacts, etc
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Rockstars use flow charts…
• Know your basic flowchart shapes
• You do not need to create beautiful Visio or flowcharts, just get the information down.
• Flowcharts become increasingly valuable with more complex nurturing and lead lifecycle flows.
• Invest in Lucidchart or Gliffy.
Choice
Action
DB
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Because process diagrams help you “measure twice, cut once”
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Rockstars facilitate sales-marketing alignment
Sales Marketing
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Rockstars also seek discussions with other departments to make their project …ROCK
Sales Web Tech/IT
Product Marketing Finance Customer
Enablement
Marketing Communications
Regional Marketers
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All those discussions help you create a process map to guide you as you build out your system.
Website SFDCMAP Salesperson
PeopleSoftEmails
CustomerProduct
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What about content?
Marketing automation will not solve your dearth of content. It will make you realize just how much more you need.
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Common starter nurtures:• Buying Stage• Buying Stage by
Persona or Product• Welcome/on-
boarding• Trial drips
Unusually powerful:• Boomerang Recycle• Sales-nado for
qualified leads• Retention• Detective track – get
them to give up the data
• Baby, come back• Sleeping Beauty or
“Wake from the Dead”
Rockstars plan nurturing in advance
Additional Sources: Marketo and Lead Lizard’s Sam Boush.
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Rules of thumb: • 25% of your
database goes bad each year*
• 10%-25% of database has errors that prevent you from routing or effectively targeting audience.
What to do about it• Data appending tools
(Zoom, Hoover’s, RingLead,)
• Data deduplication tools (RingLead, etc…)
• Interns • Automate data
correction and appending with your platform.
Rockstars keep their data fresh
Source: just about every vendor, but also Sirius Decisionshttp://www.zoominfo.com/business/mktg/white-papers/crm-six-strategies.pdf
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Rockstars use the 6 Principles of Data CleanlinessPrinciple What you should do
Design the system to avoid human error Use picklists for standard valuesUse read only fieldsUse Role and TitleStandard fields and instructions
One field=One purpose Avoid letting sales or leads use a field like “comments” repeatedly. Create a process to timestamp and record history. Hint: use tasks.
Use automation to correct values Fix “Country” name misspellingsEmployee Range = # of Employees
Prevent duplicates Block creation of dupes based on Name, Email in the CRM and in MAP
Regular cleaning process Have a monthly or quarterly review of dupes, data cleanliness, and asset cleanup. Use pizza to get people to help.
Automate data appending Use third parties to automatically add company level detail (Industry, Main Phone, Country, Revenue) for improved segmentation.
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Rockstars start with what they need…not what the vendor has
Your tools
Your BrainExisting RFP ManualsSurvey of what your firm needs and when you need themVendor sitesSalespeopleReview sites/socialIndustry analysts
Your network
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Rockstars have a rollout plan with phases to avoid massive disruption
• What should you automate?• When are humans needed?• Which teams need help now?• Which teams want it later or don’t care?• What is the Impact on each team?
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Bring others into the new world
• Share the roll out plan• Get team leaders to schedule training• Provide training– Recordings– Short how to guides with images– Decks– Help them understand why doing this helps
them
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Rockstars don’t sit on their laurels
Have a regular update with each team.• Listen• Feedback from sales on lead quality
– Review data vs. perception.– Read Leads vs. Unread– Lead status
• Share– Marketing Contribution to Pipeline– Program Analysis
• Continuous improvement• Pushback if requests are going to create problems
– but have alternatives or solutions
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Congrats! You are now a rockstar
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Rockstars read regularlySite Known for
Marketo.com/blog Thought leadership, nurturing, planning for marketing automation, revenue marketing
Ringlead.com/blog CRM best practices,
MarketingRockstarGuides.com Marketo and marketing automation How Tos
Webinknow.com Social media and content
HubSpot.com/blog Inbound marketing, how to use channels
Content Marketing Institute Content use
Perkuto.com/blog Marketo best practices and other tips
