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Helping AskNicely move
faster with Marketo
AskNicely: What we do
AskNicely: What we do
• Customer feedback based on the Net
Promoter Score (NPS®) framework.
AskNicely: What we do
AskNicely: What we do
• Customer feedback based on the Net
Promoter Score (NPS®) framework.
• Focus on automation and integration
AskNicely: What we do
AskNicely: What we do
• Customer feedback based on the Net
Promoter Score (NPS®) framework.
• Focus on automation and integration
• Moving beyond collecting feedback
to helping business act-on feedback
and improve customer experience.
#1 Rated Feedback Management Software
#1 Rated Feedback Management Software
2014
Day One
The challenges of scale:
• Marketing was struggling to keep up with product and
market changes
• Tracking and reporting was not flexible enough
• Moving up market
• Lack of consistency throughout the customer journey
Re-building our tech stack
for growth
Lead Opportunity Customer
Salesforce
Marketo
Bizible
Unbounce
Mkto SalesInsight
SalesLoft
Website	– custom-built	Php
ChurnZero
DiscoverOrg
ClearBit
Google	Analytics
Jet	Webinar
VWO
Calendly
Slack
AskNicely
Intercom
Zapier
Traction	Complete
Our core principles for marketing:
• Track and measure EVERYTHING
• Learn fast, fail fast, change fast
• Marketing at every touch point
• Spread the workload (and make the server do the work)
1. Track and measure
EVERYTHING
Marketo Programs
& Salesforce Campaigns
Marketo Programs
& Salesforce Campaigns
Web	form
Content
Acquisition
• Has cost associated
• Measures leads created
• Syncs with Salesforce
• Reported on from bizible
• Categorised by channel
• Measures conversion
• Reported on from Marketo
• Measures content engagement
• Syncs with Salesforce
• Reported on from bizible
• Categorised by content type
2. Learn Fast, Fail Fast,
Change Fast
Our Demo Experiment
Engagement Programs
3. Share the Workload
(and make the server do the work)
Modular Email
Templates
Snippets, script tokens and
formula fields
Guided Landing Page
Templates
4. Marketing at Every
Touchpoint
Consistent, Measurable
Customer Comms
Finding the Next Best
Engagement
My Takeaways
1. Start Small
2. Use Structure to
Create Flexibility
(and visibility)
3. Personalise.
(But in the Smallest Possible Sections)
4. Centralise Data
(And then give everyone the right tools)

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