Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
HOW TO BE A MARKETING
AUTOMATION ROCKSTAR
Josh Hill
Marketo Practice Lead
July 17, 2014
2#MARockstar
Want more?
Download our ebook,
covering these topics and
more to help you get the
most out of your marketing
...
3#MARockstar
Who is Josh Hill?
I work at the intersection of Marketing, Technology, and
Sales to deliver revenue and sales...
4#MARockstar
About Perkuto
• Marketing Automation Agency
• Clients in Canada, USA, UK
• SMBs & Global Corporations
• Marke...
5#MARockstar
About RingLead
RingLead offers easy-to-use yet powerful applications to
solve data quality problems in your m...
6#MARockstar
What is a marketing automation rockstar?
Rockstar: famous and successful singer of
rock music; treated as a c...
7#MARockstar
What is marketing automation?
Marketing Automation: technology that allows
marketers to automate repetitive t...
8#MARockstar
What is a marketing automation rockstar?
Marketing Automation
Rockstar - a marketer
who works at the
intersec...
9#MARockstar
No one begins life as a rockstar
10#MARockstar
A marketing rockstar is not an engineer
A rockstar
• Knows how to think
• Understands technology systems
• U...
11#MARockstar
A rockstar embraces logic to target audiences
effectively.
AND = both criteria must be true OR = either or b...
12#MARockstar
Wait, I need to know about databases?
13#MARockstar
A rockstar understands database concepts
DB
The Cloud
(Internet)
1. Calm down. You do NOT need to understand...
14#MARockstar
Rockstars use flow charts…
• Know your basic flowchart shapes
• You do not need to create beautiful
Visio or...
15#MARockstar
Because process diagrams help you “measure
twice, cut once”
16#MARockstar
Rockstars facilitate sales-marketing alignment
Sales Marketing
17#MARockstar
Rockstars also seek discussions with other departments to
make their project …ROCK
Sales Web Tech/IT
Product...
18#MARockstar
All those discussions help you create a process map
to guide you as you build out your system.
Website
SFDCM...
19#MARockstar
What about content?
Marketing automation
will not solve your
dearth of content. It
will make you realize
jus...
20#MARockstar
Common starter
nurtures:
• Buying Stage
• Buying Stage by
Persona or Product
• Welcome/on-boarding
• Trial d...
21#MARockstar
Rules of thumb:
• 25% of your database
goes bad each year*
• 10%-25% of database
has errors that
prevent you...
22#MARockstar
Rockstars use the 6 Principles of Data Cleanliness
Principle What you should do
Design the system to avoid h...
23#MARockstar
Rockstars start with what they need…not what the
vendor has
Your tools
Your Brain
Existing RFP Manuals
Surve...
24#MARockstar
Rockstars have a rollout plan with phases to avoid
massive disruption
• What should you automate?
• When are...
25#MARockstar
Bring others into the new world
• Share the roll out plan
• Get team leaders to schedule training
• Provide ...
26#MARockstar
Rockstars don’t sit on their laurels
Have a regular update with each team.
• Listen
• Feedback from sales on...
27#MARockstar
Congrats! You are now a rockstar
28#MARockstar
QUESTIONS?
Contact
josh@perkuto.com
29#MARockstar
Rockstars read regularly
Site Known for
Marketo.com/blog Thought leadership, nurturing, planning for
marketi...
Upcoming SlideShare
Loading in …5
×

How to Be a Marketing Automation Rockstar

1,087 views

Published on

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

Published in: Technology
  • Be the first to comment

How to Be a Marketing Automation Rockstar

  1. 1. HOW TO BE A MARKETING AUTOMATION ROCKSTAR Josh Hill Marketo Practice Lead July 17, 2014
  2. 2. 2#MARockstar 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
  3. 3. 3#MARockstar 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 @ Perkuto Author of Marketing Rockstar’s Guide to Marketo
  4. 4. 4#MARockstar About Perkuto • Marketing Automation Agency • Clients in Canada, USA, UK • SMBs & Global Corporations • Marketo Experts since 2008 • Salesforce Experts since 2006
  5. 5. 5#MARockstar About RingLead RingLead offers easy-to-use yet powerful applications to solve data quality problems in your marketing automation platform.
  6. 6. 6#MARockstar What is a marketing automation rockstar? Rockstar: famous and successful singer of rock music; treated as a celebrity.
  7. 7. 7#MARockstar 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.
  8. 8. 8#MARockstar 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 
  9. 9. 9#MARockstar No one begins life as a rockstar
  10. 10. 10#MARockstar 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.
  11. 11. 11#MARockstar 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
  12. 12. 12#MARockstar Wait, I need to know about databases?
  13. 13. 13#MARockstar 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
  14. 14. 14#MARockstar 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
  15. 15. 15#MARockstar Because process diagrams help you “measure twice, cut once”
  16. 16. 16#MARockstar Rockstars facilitate sales-marketing alignment Sales Marketing
  17. 17. 17#MARockstar 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
  18. 18. 18#MARockstar All those discussions help you create a process map to guide you as you build out your system. Website SFDCMAP Salesperson PeopleSoftEmails Customer Product
  19. 19. 19#MARockstar What about content? Marketing automation will not solve your dearth of content. It will make you realize just how much more you need.
  20. 20. 20#MARockstar 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.
  21. 21. 21#MARockstar 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 Decisions http://www.zoominfo.com/business/mktg/white-papers/crm-six-strategies.pdf
  22. 22. 22#MARockstar Rockstars use the 6 Principles of Data Cleanliness Principle What you should do Design the system to avoid human error Use picklists for standard values Use read only fields Use Role and Title Standard 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 misspellings Employee 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.
  23. 23. 23#MARockstar Rockstars start with what they need…not what the vendor has Your tools Your Brain Existing RFP Manuals Survey of what your firm needs and when you need them Vendor sites Salespeople Review sites/social Industry analysts Your network
  24. 24. 24#MARockstar 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?
  25. 25. 25#MARockstar 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
  26. 26. 26#MARockstar 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
  27. 27. 27#MARockstar Congrats! You are now a rockstar
  28. 28. 28#MARockstar QUESTIONS? Contact josh@perkuto.com
  29. 29. 29#MARockstar Rockstars read regularly Site 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

×