Tag: Marketo Marketing Blog

Live From The Marketing Nation: Day 3 – ABM, Content Marketing, and Leadership

marketing-nation-summit-day-3

Author: Ellen Gomes

Usually, by the time you hit the last day of a conference, you can feel the energy dwindling, but that wasn’t the case for day three of Marketing Nation Summit.  Maybe it was the awesome party and Train concert the night before, but sessions were packed—both with people and awesome content. Here are some takeaways and highlights from a few key sessions:

Be a Champion Leader

Michael Brenner, CEO of Marketing Insider Group, kicked off his session, 2017: The Year of Tough Choices, by setting the scene: we do a ton of stuff. And, according to Michael, that stuff can do more harm than good. In fact, he shared a stat that highlighted this for the audience: after 40 impressions in a short period of time, sales decline. It’s not even that your marketing messages aren’t being listened to, it’s that buyers are actively punishing you for overwhelming them with volume.

So why do we do it? Because the CMO is expected to deliver ROI for the organization. Michael posed that “behind every bad marketing idea is an executive who asked for it,” and then challenged the audience to make tough choices, highlighting that “in 2017, we have a choice to do what our boss tells us to do or what we know will work.”

But it’s not really about blaming your boss. It’s about continuing to do activities just to check a box. We need to stop blaming our boss and instead start proposing new ideas. We are the leaders. It’s our job to hold ourselves accountable to drive impact for the organization.

It is time for us to become a champion leader.  

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Instead of trying to stop directives from the top down, we need to start championing ideas from the bottom up.

You can’t create an idea champion—you have to earn that. When we champion other people’s ideas, we earn a supporter for life. So look around on your team, and ask yourself, whose ideas have you championed lately?

ABM School is in Session

Joe Chernov, VP of Marketing at InsightSquared, shared the lessons he’s learned as he implemented account-based marketing (ABM). With simply amazing slides, his real-life advice went beyond high-level strategy and theory to tackle the issues that ABM marketers face in their day-to-day. So, according to Joe, here’s what they didn’t teach you in ABM school:

  • Get out of the gate and win early: Many organizations are in the habit of needing credit for different activities. And for ABM to be successful, you need to abandon the idea of credit. “Credit is a dirty word,” Joe urges, because “the more you think about sales and marketing individually, the farther away you get from working accounts together.” Don’t let that happen to you. Instead, demonstrate the success of your ABM strategy by winning together, early.
  • Bad data will sink you: With traditional demand generation, the cost of bad data is paid in the form of a sender score—something that by itself will not blow up your business. But if you look at the cost of bad data in ABM, it’s exponentially higher and does have the potential to blow up your program. When you are working from a specific list of target accounts, bad data makes that pool much narrower.screen-shot-2017-04-26-at-8-16-06-pm

 

  • Your best friend is sales: Find your partner in sales—that may be your account executives or sales/business development representatives. Understand which one makes sense to partner with more deeply based on what will create a greater yield down the funnel.
  • Beware of cherry-picking: Sales will naturally want to go after the most winnable accounts first—those accounts where it will be easier to sell. And, according to Joe, “that probably makes sense—they are rewarded for sales, so why not start with the easiest?” The problem here is that you need them to treat the accounts equally, regardless of ease. To solve this problem, Joe and his team have operationalized their target accounts in different cohorts (‘A’ being the most obvious fit, and ‘C’ the least). Their process makes all cohorts of Marketing Qualified Accounts (MQAs) just as likely to be worked by sales as the ‘A’ cohort. Essentially, Joe and his team eliminated the incentive to let those accounts decay.
  • Avoid traps: The biggest problem ABM faces is the denominator size. With ABM, the question becomes do you have enough accounts to be able to wait for the results and ROI of ABM? The second and related challenge is that it takes time to run bespoke campaigns. Joe’s advice is “to divide the accounts you’re going to pursue between personalization and speed.”

Go From Average to Exceptional

“Have you ever just aimed to be a five out of 10?” asked Jay Acunzo, Host and Creator of the Unthinkable podcast. In his session Be the Exception! How Brilliant Marketers Get Bigger Results by Doing it Their Way, Jay challenged the audience to stop working within the status quo and push their own boundaries to create exceptional work. No one aims to be average, but they end up creating average work by simply repeating what’s come before—going through the motions without questioning their intent and purpose.

The leap from average to exceptional isn’t actually a leap at all—it’s a process. And it includes 3 steps:

  1. What’s my aspiration? Your aspiration is a mix of intent and hunger and will serve as an anchor.screen-shot-2017-04-26-at-8-51-33-pm
  2. What’s your first principle insight? Principle insights are basic, but hard to reach truths about what your customer really wants. They help us draw more original conclusions. And, they help us answer a very important question: who are my true believers?
  3. What are my constraints? As marketers, we’d all love to live in a world with endless resources, but unfortunately, we don’t. Constrained projects change your goal from driving results to learning the best way to drive. They also help you answer the question: how can this expand?

Content Marketing Pillars

And then last, but not least, Jeff Bullas, Founder, and CEO of JeffBullas.com, closed out Marketing Nation Summit with the final session of the day: The 3 Key Pillars of Potent Content Marketing. In this session, not only did Jeff share three key pillars (described below), but he also shared these pillars in the context of how he built his own brand and company, from an initial blog about Jennifer Aniston and John Mayer, to practically a media empire that tops traffic and influencer lists across the globe. Let’s take a look at the content pillars that supported his amazing growth:

Pillar 1: Attraction

Whether you already have a site, page, product, or blog that you’re promoting or you are starting from scratch, Jeff pointed out that a key pillar of success is attracting the right audience to your content. And for him, that starts with traffic. “Without traffic, you don’t exist on the web,” exclaimed Jeff. And to take that a step further, you need to optimize all of your content for search engines. This can take time, but it’s absolutely worthwhile. He noted that 50-55% of the traffic on his site comes from organic search, and that’s because he is optimizing his content for search engines.

Pillar 2: Seduction

Once people have discovered your content, they have to be seduced. What does Jeff mean by this? You have such a limited share of your audience’s attention that you need to make sure your content is seductive enough (read: interesting, engaging, relevant) to keep them interested. “If your content is bland or boring, they are out of there. You are one click away from oblivion,” shared Jeff. So use language that people like, test your images, and test your headlines.

Pillar 3: Commitment

Ultimately, you want your audience to convert. Whether that is into a subscriber, into a buyer, etc., you want to own your traffic and audience as much as possible. Always look for ways to seamlessly ask them to commit to you.

And that wraps Marketing Nation Summit 2017! It was an amazing, energizing experience. There are tons of wonderful sessions we didn’t get a chance to cover here, but what did you find most valuable out of those that we covered, or was there a session you saw and loved? I’d love to hear about it in the comments below.


Live From The Marketing Nation: Day 3 – ABM, Content Marketing, and Leadership was posted at Marketo Marketing Blog – Best Practices and Thought Leadership. | http://blog.marketo.com

The post Live From The Marketing Nation: Day 3 – ABM, Content Marketing, and Leadership appeared first on Marketo Marketing Blog – Best Practices and Thought Leadership.

from Marketo Marketing Blog http://blog.marketo.com/2017/04/live-from-the-marketing-nation-day-3-abm-content-marketing-and-leadership.html

5 Insider Tips to Get a Demo That’s Actually Useful

5 tips to get an effective martech demo

Author: Omair Malik

Have you ever found yourself (and your team) wasting time, missing out on opportunities, or failing to meet your goals? It can be perplexing when you know that your strategy is airtight—what could be holding your back?

After analyzing all the clues like a detective in a riveting HBO finale, you may realize the culprit is lurking in your marketing technology stack! A bad technology choice can pose a variety of problems for you and your team—maybe it’s too slow, maybe it doesn’t scale, maybe it doesn’t sync effectively with your other technologies or maybe it’s just too clunky and difficult to use.

So, if it’s time for a change, how should you go about it? Some of my colleagues have written excellent guides on how to get started but I’d like to focus this post on the product demo, which is a critical part of any evaluation of technology.

During your evaluation, the product demo is your chance to understand how this new platform will change your life for the better. Rather than a generic recording, you get to speak to experts who’ll be able to answer your questions and paint a clear picture of how you can lead your team to success.

Based on my experience in talking hundreds of customers through this process, I’d like to explain how you can use 5 simple steps to make sure the sales demo you receive is a valuable exercise that will help you pick the best platform for your team.

1. Partner with Your Sales Rep 

You might be tempted to skip the discovery call altogether and insist on seeing the platform immediately. Maybe you find yourself annoyed with the barrage of questions you’re getting about your business and your evaluation when all you want to do is buy something immediately. After all, you already know what the problem is! You just need something to fix it.

However, going into a demo without explaining your requirements means that you’ll either see every single product available or a generic overview, which will make it hard to connect the dots. This will translate to a longer evaluation and a harder time making the right choice.

If you take the time to explain your goals to the salesperson, they’ll be able to craft a custom demo that will answer your questions, address your pain points and give you clear differentiators for your eventual decision. Instead of thinking of your sales rep as pesky, consider them as a partner on your team who’ll help you make the right choice and get your team on the right track.

2. Make an Obstacle Course 

For the demo, think of your situation today. What parts of your process are frustrating? What parts are critically important? Use these activities to map out 3-5 “missions” that you want to see tested out during a demo. This could be as mundane as sending out an email to something more complex such as managing and reporting on all your webinar programs for the year.

Once you’ve got these, ask the sales people to demonstrate how their platform would handle these tasks and make sure that they spell out for each of them:

  • How It’s done.
  • How it’s different than what you’re doing today.
  • Why it’s better than the competition.

By doing this, you’re avoiding the dreaded PowerPoints or canned recordings that you could just as easily see in a Google search. Instead, you’ll have a customized demonstration where you can ask pointed questions. You’ll be able to walk away with a clear understanding of how each platform will make you and your team more successful after the evaluation.

3. Engage and Be Active

 A productive demonstration will be like a conversation. As the sale person to walk you through each “mission” you’ve crafted for them, offer critique and feedback on how you see yourself using the platform. If you’ve seen any competitors, ask them how they differentiate themselves. Find out how their customers in similar situations have used their platform. Finally, imagine yourself in the platform repeating their steps over the course of the year. An interface that may seem simple to use could quickly become limiting while an overly complex system could become difficult to use at scale. Make sure to voice any concerns you have and carefully consider their rebuttals.

4. Get The Right People Involved

Nobody likes surprises. If your bold new software implementation is going to cause ripples across the company, you’ll want to make sure you’re not stepping on anyone’s toes.

If your project involves changes to your database or your website, it’s a good idea to bring on a representative from IT to explain how your company’s infrastructure works. If you want to implement a new strategy to drive leads to your sales department, it doesn’t hurt to bring on a sales person to see how life will change for them after implementation.

This means they’ll be able to ask the right questions and will be prepared for the new direction you’ll be boldly steering the company in. The last thing you need during an evaluation is someone derailing you at the last minute.

5. Debrief and Follow Up

As you sit through the demo, be sure to take some time afterward to discuss your impressions with colleagues. Try to recall the details of previous demos and compare what you saw. If anything concerns you, reach out to your sales person and see how they respond. It’s very likely that they do have that functionality but simply couldn’t show it because of time constraints. If it makes sense, be sure to schedule a follow-up demonstration to address any lingering questions.

 I hope these steps are helpful for you in your next evaluation. If this turns out to be useful or if you have extra steps that you think are missing, please let me know in the comments below!


5 Insider Tips to Get a Demo That’s Actually Useful was posted at Marketo Marketing Blog – Best Practices and Thought Leadership. | http://blog.marketo.com

The post 5 Insider Tips to Get a Demo That’s Actually Useful appeared first on Marketo Marketing Blog – Best Practices and Thought Leadership.

from Marketo Marketing Blog http://blog.marketo.com/2017/04/5-insider-tips-to-get-a-demo-thats-actually-useful.html

Live From The Marketing Nation Summit: Day 2 – Storytelling, Brand Evolution, and The Future of Marketing

marketing-nation-summit-day-2

Author: Ellen Gomes

It’s day two at Marketing Nation Summit and the pace of interesting content and conversations—from the keynote, to a bustling expo show floor, to fantastic breakout sessions—has not slowed down. The day kicked off with breakout sessions, progressed to an awesome keynote led by the Marketo CMO, Chandar Pattabhiram with a multitude of awesome guests (including Queen Latifah 👑), and ended with more awesome breakout sessions. Let’s take a look at some of the highlights.

Educating the Future of Marketing

Opening the keynote, Chandar announced the launch of Marketo University, and the release of free training courses for the next generation of marketers. And this commitment extends beyond Marketo University with a partnership with GreenFig University, a micro-university offering micro degrees in applied business science, to develop and deliver a digital marketing course to students and professionals across the United States. Additionally, Chandar shared Marketo’s continued commitment to mentoring the next generation of marketers at Marketing Nation Summit. This year, in partnership with College Track, we invited students from underserved communities to come participate in the conference, network and attend sessions.

Win the Heart and Mind of Your Customer

Chandar kicked off his keynote by giving the audience a small quiz about which brands came to mind when he mentioned a few words. The brands he featured? Apple, Nike, Tesla. These brands were featured because they have won the mind of the customer and therefore are icons. Winning the mind of the customer sounds easy enough for these icons, but what does it mean for us and our brands?

Chandar posed that you can win the minds of your audience by following the three A’s:

1. The Art of Storytelling. Winning minds starts with winning hearts, and that is done with engagement and storytelling. Great storytelling goes beyond the data to build a bond with a customer. A deeply moving story can affect change. How can you create a moving story? Be interesting, be authentic, and be relevant.

Great storytelling components

2. Adaptive Engagement. For many years marketers ran the show and customers listened. Now, the paradigm has shifted. It’s gone from brands talking and customers listening to customers talking and brands (and everyone else) listening. It’s come to down to listening, learning and engaging. The big difference is that we can do this at scale today.

Engagement is also about “acting” the lifecycle because it’s not enough to just talk about the lifecycle. How many of us are actually spending dollars across the entire lifecycle? The answer is surprising—only 13% of marketers. To adapt, marketers should build the bond early, grow, and evolve with the customer to create a bond for life. 

And then Chandar shared this example of lifecycle:

And the audience was like:

storytelling across the lifecycle3. Advocacy. We’ve been confusing loyalty with advocacy. Our best brand advocates are sitting next to us at work. Let’s start building brand advocates from the inside out. 

Next-Level Full Lifecycle

Next, Chandar invited Stephen Yeo, Marketing Director at Panasonic System Communications Europe to the stage. Stephen shared his experience using marketing technology at Panasonic to share their brand story across finely-tuned full-lifecycle marketing.

Stephen shared that Panasonic has taken the customer lifecycle and dissected it so they can message the customer in the right way, with the right story with the right product (and they have many… so it can be complicated). Panasonic started off using Marketo for acquisition, but now have so much data that they’ve been able to introduce many more programs, including a customer welcome program, retention programs, and win-back programs. They have put Marketo at the heart of the customer experience and adapted it based on where the customer is sitting. Stephen noted that their campaigns have increased exponentially but that doesn’t mean spamming people, instead “our segmentation has gotten finer and finer, as our engagement platform gets a finer and finer resolution of the customer.”

CMO 3.0

Tuesday’s keynote also played host to a lively panel led by James Cooper, Editorial Director of Adweek. James was joined by CMO panelists Kimberly Kadlec of Visa, Kristen O’Hara of Time Warner, Tyler Williams of Zappos, and Marisa Thalberg of Taco Bell, and their conversation on the future CMO ran the gamut from data to internal alignment to porta potties.

Some of the best moments?

  • O’Hara shared her perspective on the value of data, particularly as it related to how Time Warner is shifting their promotion strategy based on data for the upcoming Wonder Woman movie and engaging female comic fans.
  • Kadlec described the inspirational story of a refugee-turned-Olympian and how support for the Olympian inspired storytelling and pride within her organization. She shared that as marketing evolves, she thinks organizations have a duty to tell bigger stories.
  • Thalberg made the timely and relevant assertion that, “Digital and social have changed us. It’s really our community that owns the brand now.”
  • And on the porta potty topic, Williams shared that Zappos had elevated the portable toilet experience at festivals as a marketing tactic. Proof that goal completion is a more important metric for the future CMO than impressions? For this campaign, one of the key measurements is flushes.

The Queen Takes The Stage

After much anticipation Marketo’s SVP and General Council, Margo Smith introduced Queen Latifah to The Marketing Nation (we were very excited!). Queen Latifah shared how her upbringing shaped her world view, how she determines her next projects and the importance of failing. Here are two big takeaways, Queen Latifah shared with the audience:

Know Yourself: Queen Latifah shared that as she broke into the hip hop scene, as a young person she had to define herself as a brand early on. She could have easily been MC Latifah, but she looked around and saw the misogyny in hip hop and understood that she could say something with her music and with her brand. She signed her first contract as Queen Latifah and has listened to her gut on every project and career decision from there, helping her choose a path that offered projects and sponsorship that are authentic to her and her values.

Embrace Failure: “Be a constant student,” Queen Latifah implored. Constantly learning will keep you humble but provide constant growth. Growth was a big theme for Queen Latifah who also emphasized the importance of failure. Margo asked, “Were you afraid as you moved into different areas of your career—like from singing to acting?” The answer? A resounding “Yes!”. But Queen Latifah encouraged the audience to look at the fear of change and the fear of failure in the eyes, and move forward with your plans. What’s the worst that could happen? You fail? “Then you pick yourself up and try something new, or try it again.”

Keynote day 2 guest

Perspectives on Inclusivity and Diversity

As breakouts began, we had Marlene Williamson, CEO of Watermark, moderate a much-anticipated diversity panel that included Susan Lovegren, HR Executive and former Chief People Officer at AppDynamics, Joe Militello, Chief People Officer at Pivotal, and Lisa Curtis, Founder and CEO of Kuli Kuli. The panel covered several interesting topics around inclusion—including the impetus for immediate change and how employees and companies can make change happen.

According to the expert panelists, at many organizations, inclusivity is getting the attention it deserves because employees—especially young employees—are pushing for organizations to be conscientious and responsive to diversity issues. Panelists shared some “grassroots” inclusivity initiatives, including ideas like diversity channels on Slack, reverse mentorships (where new grads mentor executives on a chosen project), and Patrons & Protégé programs for high talent individuals. But, panelists agreed that for inclusivity to be an effective vector for attracting and retaining diverse talent, it must be core to company values, and should start with organizational leadership.

Content In The Engagement Economy

And this wasn’t a breakout session, but I’d be remiss in not sharing it here. Together, Marketo and LinkedIn shot a Facebook Live and Periscope session on Content in the Engagement Economy with industry influencers and content experts, Michael Brenner, Ardath Albee, and Jeff Bullas.

Didn’t catch us live? Don’t worry you can check it out here:

https://www.facebook.com/plugins/video.php?href=https%3A%2F%2Fwww.facebook.com%2FMarketo%2Fvideos%2F10154372954340025%2F&width=300&show_text=false&height=533&appId

We can’t wait to see what magic the final day of Marketing Nation Summit 2017 brings. Did anything stand out to you from today? I’d love to hear about it in the comments below.


Live From The Marketing Nation Summit: Day 2 – Storytelling, Brand Evolution, and The Future of Marketing was posted at Marketo Marketing Blog – Best Practices and Thought Leadership. | http://blog.marketo.com

The post Live From The Marketing Nation Summit: Day 2 – Storytelling, Brand Evolution, and The Future of Marketing appeared first on Marketo Marketing Blog – Best Practices and Thought Leadership.

from Marketo Marketing Blog http://blog.marketo.com/2017/04/live-from-the-marketing-nation-summit-storytelling-brand-evolution-and-the-future-of-marketing.html

Live from Marketing Nation Summit: The Engagement Economy, Buyer Empowerment, and Authenticity

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Author: Ellen Gomes

As 6500+ marketers descended on Moscone in San Francisco, it could only mean one thing. Marketing Nation Summit has arrived. We kicked off the 2017 Marketing Nation Summit on Sunday with an amazing Fun Run, Marketo University training, and our annual customer and partner awards gala, The Revvies. As the official day one (Monday) at the Marketing Nation Summit wraps up, this post will cover highlights from the amazing keynotes and breakout sessions.

New Customer Expectations

Things kicked off with a literal bang—with live drums and dancers. The audience was amped when Marketo CEO, Steve Lucas, took the stage and jumped into his TED-style talk describing the new world of communication and customer expectations.

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Steve described that today with digital marketing as the norm, marketers expect to be able to reach millions of people in an instant. And that’s pretty amazing but it a testament to the fact that change is now measured in seconds versus decades or years—we are living in a hyper-accelerated pace of change. Technology has the world around us. 

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The Buyer Has A Louder Voice Than The Brand

Technology has helped advance the expectations and knowledge of our buyers. Our audiences are more focused than ever before on being treated as individuals. Steve asked the audience, as consumers, “Don’t we want to be valued?”, and “Don’t we know it when we aren’t valued?”  

Then Steve highlighted the challenge for marketers, where we’re fighting the law of supply and demand. Creating demand has become a de facto goal for many marketers, but the problem is in the supply curve—people have a finite amount of hours, and we have a fixed amount of attention.

The demand model many marketers operate with doesn’t account for the new way that buyers access information and how empowered they have become. Today, the buyer has a louder voice than the brand. It is the era of the buyer.

The Problem With Volume

As marketers, our success is hitting a limit—as we bump up against the law of diminishing returns. If an activity is successful, like digital marketing, we invest more and more in it but we’ve reached the point that the volume is overwhelming for our audience. Our engagement over time needs to be more scarce, and frankly more valuable.

It’s not just volume that is making marketing less effective, but the need for a personal relationship with the brand. Volume, unchecked does damage to our brands. You see buyers that opt out not because they dislike the brand, but they dislike the volume. Buyers still want to be marketed to, in fact, they want a real and lasting relationship with brands that get us. We need to embrace that we are no longer able to prescribe the terms of the relationship. We work for the buyer. Go curate the experience for the buyer.

Leading In The Engagement Economy

So how can you effectively engage your buyer? Steve shared that engagement is curating a personalized and meaningful experience and that we need to put all our energy into making our share of the finite buyer attention as meaningful as possible.

We’re spending too much time talking at buyers and not enough time engaging buyers. Engagement is what moves them to choose us. Steve shared that engagement is about value and values. So how can you lead in the Engagement Economy? By following these three rules:

  1. Listen to your audience: Listening across every digital channel is paramount. Investing the time and resources to know your buyers.
  2. Learn: We must as marketers embrace the inner data scientist within us and understand what truly drives lifetime value for customers. It’s time to bring in our own data and learn from that data and change what we do and how we measure.
  3. Inspire: Inspire through engagement. Think about how you’re engaging today. Is every engagement point inspiring?

CMO’s Prepare for the Future

Next, Steve invited a group of executives to join him on stage to share their insights on marketing in the Engagement Economy. The first was a panel led by Jamie Gutfreund, Global Chief Marketing Officer at Wunderman. She introduced Penny Wilson, CMO at Hootsuite, Tracee Nalewak, VP of Customer Experience Marketing at Hakkasaan Engagement Group, and Jeff Wright, VP of Data Analytics and Automation at Autodesk and invited them to discuss how they are adapting to customer expectations, creating memorable moments and shaping their organizations to succeed in the Engagement Economy. Key highlights from our brilliant CMO panel include:

  • “Now it’s time to empower your whole organization. You need to give your whole organization the tools, training, and content to engage with your customers. You can have them really work in social harmony with your customers.”—Penny Wilson
  • “ To be effective means understanding our customers like never before. And data is critical to that. It helps us treat them in a way that is authentic and relevant.”—Jeff Wright
  • “Put the customer at your core—take it to the next level and feed into their experience emotionally…creating relationships drives loyalty.”—Tracee Nalewak

Then, Marketo’s COO Greg Wolfe took the stage with Ariel Kelman, VP of Worldwide Marketing, Amazon Web Services (AWS) to discuss how to create a valuable journey for customers. Ariel shared that the journey AWS creates for prospects and customers is heavy on valuable, educational content and light on gated forms. His goal? “How can we help them [customers] adopt this technology?”, and “How can I make my customers successful and give them opportunities to highlight their success?”

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Our next guest was Reggie Aggarwal, the CEO of Cvent, who shared a little bit about leveraging technology to amplify the power of human connection. In the Engagement Economy, events are one of the most effective ways to drive revenue because they help you engage your customers and prospects 1 to 1, and in person. And, nothing beats face to face. The true power of technology in that interaction? It helps events become measurable and shifts them from expenses to an asset.

Our final guest was the CMO of Box, Carrie Palin. Carrie shared insights with the audience about how Box is thinking about the technology stack that will prepare them to engage in the Engagement Economy. She shared that in addition to having Marketo act as the central nervous system of the Box stack, they are trying to deploy the right technology to address their wide range of personas in a targeted and specific way, and bridge the chasm between sales and marketing.

The King of Comedy

Finally, after much anticipation James Corden joined Marketo CEO, Steve Lucas on the stage and, to the delight of the audience, engaged in witty banter with Steve over the faux living room set-up, his presentation advancer, and the Amazon Alexa on stage. Steve asked James about how he thinks about creativity and storytelling, to which James replied that his methodology is less about the individual outputs (the video, the sketch, etc.) but more about, “what does it take to be ahead, or even, around the curve?”

Corden challenged marketers to think about how quickly the world is evolving. From his point of view, it’s a pace that is impossible to keep up. Convention or the status quo is the easy path, but he shared with Steve and the audience that, “The great thing about the internet is that the good rises to the top. If it’s good. People will find it. Chewbacca mom, for example. There is no great marketing person behind that. That’s a wonderful, creative, and freeing place to be if you are in the business of making content.” According to Corden, success in new areas can, “feel very new,” but it’s “actually the same. For example, you look at the rise of eSports (televised professional video game tournaments) but it’s actually the same. It’s not different than why someone would watch golf. To watch someone be extraordinary at something.”

Connection and Relationships

In his presentation- Learn to Speak, Share and Market Human, Bryan Kramer, industry influencer and President and CEO of Pure Matter, shared why it’s important for brands to let their ‘human’ shine through and how they (and you) can do it.

Based on his research, he’s boiled what it means to be human, as a person, and a brand into three traits: 1) Simplicity, 2) Empathy, and 3) Imperfection. And he pointed out that while it’s easy to think of brands that embody one of these elements, it’s fairly hard to find a brand that does all three. But, what it really comes down to is connection. How you connect with a business matters, and has a very tangible impact on how long of a relationship you will have with the service or business. Connection is what drives sharing, and it’s at the core of relationships.

What drives connection and sharing? It turns out that there are a few personas of online sharers (in fact, you can find out what kind you are here) and that ultimately, as a brand, or as a person, you are what you share. So if you want to change the way that people perceive you—you can share something different. But, he cautioned, do it authentically and honestly.

How To Think Like A CMO

Drew Neisser, CEO of Renegade, delivered an authentic and humorous presentation on how to think like a CMO.

Neisser authored The CMO’s Periodic Table, which originated from a content marketing and social media strategy he created to boost his company during a tough time in 2008.

To help the audience truly think like a CMO, Neisser helpfully provided the acronym CATS—complete with cute cat pictures—which is outlined below:

  • Courageous: As a CMO, you are held accountable for things that you’re not necessarily responsible for. To deliver, you have to be prepared to take risks. Sir Terry Leahy (who happens to be a British knight) is a perfect example of this. Prior to achieving knighthood, he was CMO of Tesco—the UK’s equivalent of Safeway or Vons. He spent some time trying to one-up the competition instead of doing anything unique or courageous. Then, he decided to take a risk and create a loyalty program that would risk 20% of the company’s revenue if it failed, but have an exponential payoff if it was successful. The risk ended up being well worth it, earning him a CEO title and knighthood.
  • Artful: Since when does B2B have to be boring? Both GE and NASA have used social media to drive engagement with their customer base. GE was the first big B2B companies to engage on Twitter, Instagram, and Pinterest, while NASA transformed their brand through social media, engaging with their fan base through stunningly gorgeous photographs on Instagram.
  • Thoughtful: In a give-to-get economy, we must be mindful of content that delivers value beyond demand generation. Richard Marnell, CMO of Viking River Cruises, executes on this concept by creating fun, shareable content for people who have signed up for a cruise but are not due to depart for anywhere from 6-24 months. Richard created cooking videos featuring food from fabulous Viking River Cruise destinations such as Portugal and France. People who had already booked cruises shared these videos out of excitement for their trips, resulting in their friends signing up for cruises as well.
  • Scientific: The best CMOs know that their revenue metrics must be simple, yet constantly evolving with the changing dynamics in their industry. Antonio Lucio, CMO of Visa, measures reach/recall, usage lift, and brand health. All CMOs also know the importance of repeatedly hypothesizing and testing on relevant KPIs and revenue metrics.

To really let Drew’s message sink in, check out this hilarious video of someone trying to organize their 10 kittens for a photo (spoiler alert: kittens do not cooperate for photos).

Marketing As An Agency

Joe Pulizzi is often called the godfather of content marketing, and it’s for a good reason. He’s championed content marketing both personally through his awesome books, but also through his company, Content Marketing Institute. This year he brought a fresh perspective, imploring marketers to think beyond being a cost center and really become a revenue driver.

Marketers are creating more content than ever before—9 out of 10 companies are doing content marketing—and serving it on more channels than ever before, and unfortunately, they aren’t monetizing it.

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Joe’s main point of view? Build an audience, and then monetize your audience. But he didn’t just leave it there, he showed us how to create great content and build an audience and then, using examples from top companies that had successfully made this transition, he showed us how to monetize it. Here are the steps you should follow to ensure you’re creating thoughtful, valuable content that will build a following, and allow you to monetize:

  • Identify a sweet-spot—this is the intersection of knowledge/skill and passion/customer pain point
  • Find a content tilt—identify if you are actually telling a different story. Can your content be differentiated? Do an actual audit and ask yourself and others, “if this was my main competitor would anyone tell the difference if it was us or them?”
  • Create a content marketing mission statement—This should inform everything you do and have three parts: 1) Who’s your core target audience? 2) What will be delivered? 3) What’s the outcome for the audience?
    • Example: Welcome to Digital Photography School—a website with simple tips to help digital camera owners get the most out of their cameras.” Add “audience outcome” for your editorial calendar. You will save time if you focus on the outcome for the audience.
  • Create your base—the base is your content type + main platform + consistent delivery + a long period of time. Sorry to break the news, but Joe shared that success is often an 18-24 month process. Why? It takes time to build a loyal audience. (Yay to Boo scale image)
  • Monetize—there are five direct and five indirect ways to drive revenue. Your marketing should be a direct profit center; it should pay for itself. Start with one way and then diversify whichever other ways you can.

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Social Selling

Chief Evangelist & startup advisor, Jill Rowley delivered a crisp and relevant message on the importance of social selling in the Engagement Economy.

Attendees learned a framework for being #CustomerObsessed and #KnowingThyBuyer—and Jill also shared the five pillars of social selling:

  1. From resume to reputation—Do you market yourself on LinkedIn as a ‘quota crusher’ and ‘expert negotiator’? Think again—your buyers don’t want to be sold, but everyone is open to being helped. Before you ask for a withdrawal (i.e. 10 minutes on their calendar), you must make deposits by way of adding value.
  2. ABC—No, not the famous Glengarry Ross scene, but rather always be connecting. Your network is your net worth. Make sure every LinkedIn invite is personalized and relevant. Leverage LinkedIn Sales Navigator to be multi-threaded and find common ground with your pipeline.
  3. Content is currency—Use content as fuel for your social selling. Know what your buyer reads and watches. Don’t just share your company’s content, but be down with OPC (you know me!)—other people’s content.
  4. Social listening for leads—Filter the noise and distraction of social media so that reps are only listening to relevant updates for people in their world & pipeline.
  5. Measure what matters—If you keep measuring the number of sales dials and emails sent in your organization, your reps will keep repeating those same exact behaviors. Instead, sit down with sales management and agree upon a plan to train and invest in your sales team. Sales managers are a force multiplier, and their buy-in is essential to execute a successful social selling program.

With proven performance benefits & ROI of social selling, it is essential that modern sales organizations learn how to create authentic relationships with ideal buyers, optimizing connection while driving revenue for their company. Companies that invest in social selling improve forecast accuracy, total team attainment of quota, & renewal rates, all of which are very important in the subscription economy.

Product Innovation

Cheryl Chavez, GVP Product Management, Marketo, and Matt Zilli, VP Product Marketing, Marketo, closed out Monday’s exciting sessions, drawing cheers from a packed room of marketers as they unveiled Marketo’s exciting new innovations:

1. Platform updates: Big data architecture that’s all about listening.

People are bringing more data into Marketo than ever before. Our new architecture allows for faster execution to succeed in the engagement economy, enabling customers like Politico to deliver a relevant, responsive, and engaging experience at incredible speed — to over 80M customers on Election Night 2016.

2. System monitoring: A fitness tracker for your instance of Marketo—never again wonder what’s under the hood.

System monitoring will allow you to help run campaigns faster and find issues before they happen, including the ability to see Salesforce throughput over time, Smart List performance, and API usage.

3. Analytics: Empower your entire marketing organization with relevant and customizable dashboards. Marketo’s new dashboards will provide:

  • CMO Insights
  • Revenue attribution tied to marketing performance
  • Web insights

This full stack of analytics covers every role, from the everyday marketer to the CMO. Each will have actionable data to use in shaping their marketing strategies.

4. APIs

Get large data sets in and out of Marketo more efficiently with bulk APIs. Whether setting up Marketo for the first time, regularly importing customer data, or exporting Marketo data to your BI tool, you can now get data where it needs to go with ease.

5. Performance statistics: “What’s a good email open rate? Click through rate? Deliverability rate?”

We believe the platform should provide you with a competitive advantage—data that you can’t get anywhere else.

We’ve distilled data from the past five years into key benchmarks, to show you how you’re performing against your peer group and help you optimize for best practices.

6. Ad Bridge

With digital ad spend accounting for roughly 25% of marketers’ budgets, it’s possible to yield significant results with small improvements in ROI & engagement. LinkedIn lead gen forms now sync directly to Marketo. You can also target your audience on LinkedIn with incredibly personalized ads, and keep your ad data fresh with Ad Bridge list sync—automatically syncing Marketo Smart Lists.

7. Account-Based Marketing (ABM)

Give your sales team the best tools and set them up for success. Account Insights is a browser plugin that surfaces actionable insights to your sales team, so they can work with marketing to engage with accounts effectively. To provide actionable data, we’re also rolling out Auto-Synced Account lists that are in sync whenever changed within your CRM.

8. New UX

A new and personalized My Marketo experience, with a virtual command center for all things Marketo. Add customized widgets to tailor your user experience, then create multiple dashboards and easily switch between them. With updates to UI and functionality from the ground up in key areas such as smart lists, workflows, and nurture programs, this is the coolest and most modern Marketo yet.

Matt and Cheryl emphasized their excitement to deliver these amazing new changes to our customers and prospects and thanks for a being a part of the vibrant Marketing Nation.

And that wraps an amazing day 1 of the Marketing Nation Summit. We’re excited to see what day two brings. Make sure to check back here for a recap of the day two sessions and keynote. Did you hear anything that stuck out to you at Marketing Nation Summit? I’d love to hear about it in the comments below.


Live from Marketing Nation Summit: The Engagement Economy, Buyer Empowerment, and Authenticity was posted at Marketo Marketing Blog – Best Practices and Thought Leadership. | http://blog.marketo.com

The post Live from Marketing Nation Summit: The Engagement Economy, Buyer Empowerment, and Authenticity appeared first on Marketo Marketing Blog – Best Practices and Thought Leadership.

from Marketo Marketing Blog http://blog.marketo.com/2017/04/live-from-marketing-nation-summit-the-engagement-economy-buyer-empowerment-and-authenticity.html

Everything You Need to Know About AdTech & MarTech in 4 Sessions

AdTech & MarTech Presentations

Author: Marissa Lyman

Bolder, better, and BIGGER than ever before.

These are the themes you’ve been hearing tied to next week’s Marketing Nation Summit, and I can definitively attest to the fact that they are SPOT ON. As we aimed to “up-level” our content and shape Summit into a true industry conference, this year Marketo has joined forces with one of my favorite publications to create a content series entirely focused on one of marketing’s most exciting trends: the convergence of advertising technology and marketing technology.

In partnership with Adweek, we’ve convened top marketers, leading agency executives, and companies at the forefront of the AdTech-MarTech collision to bring you everything you need to know to navigate this exciting trend.

But don’t just take my word for it. I’ve created a handy preview guide to all the content below. And if you won’t be making it to San Francisco, be sure to register for the keynote livestream to check out our CMO panel during Day 2. Let the convergence commence!

Learn From Today’s Top CMOs

What do marketing executives from Taco Bell, Time Warner, Visa, and Zappos have in common? They’ll all be on stage during Day 2 of the Marketing Nation Summit in a panel moderated by Adweek’s editorial director, Jim Cooper. These brands are leading the charge as their organizations navigate technology, creativity, and, of course, engagement. While these leaders will not be showering the audience with high-speed internet bundles, credit cards, shoes, or even chalupas (I was pulling hard for that last one), they will be talking about how they build the teams of tomorrow, what marketers can do today to get ahead, and how they define success.

Become a Mad Marketing Scientist

There are a lot of ways to define who your customers are. It could be the content they read, the products they buy, even how often they ask for a discount. But do any of those single views really provide an accurate description of who they are? The smarty-pantses over at Deloitte Digital and Google Cloud are going to give us a look at how the definition of your customer and even yourself changes from minute to minute and location to location, in an amazing Ted Talk-style session on marketing sciences and—everyone’s favorite buzzword—machine learning.

Not Your Mama’s Agency Presentation

In a past life, I was lucky enough to work at Ogilvy, the agency founded by the original Mad Man, David Ogilvy. But it doesn’t take a marketing genius to note that the advertising agencies of today look MUCH different than they did in the middle of the 1900s. How do firms navigate these challenges, provide what CMOs need to succeed, and what can marketers do to work with agencies and tackle our digital age?  This session features executives from iconic ad agencies such as AKQA, Essence, Lippincott, mcgarrybowen San Francisco, MEC, and—of course—Ogilvy.

Collision, Convergence, and Everything in Between

To tie it all together, we’ll hear from brands and vendors who are pushing AdTech to new heights. Whether you view the relationship between AdTech and MarTech as a collision, convergence, or perfect marriage, this interactive panel will examine the growing reliance on these technologies and surface important innovations and teachable moments as these two worlds merge. That’s right—I said interactive panel. If it’s always been your dream to be on stage at Marketing Nation Summit (I mean, for me, that comes just after my dream to fly), you can submit your name at the beginning of this session for a chance to join our panelists from AdRoll, Box, and next-generation UX analytics platform ContentSquare. How cool is that?

Excited Yet?

I sure am! I’ll be living at Moscone for the next five days, so if you see a small blonde girl curled up in a corner, feel free to drop off a Red Bull and back away slowly…kidding. Please say, “hello!” so I can give you a big hug and thank you because it wouldn’t be Marketing Nation Summit without YOU! Still haven’t gotten your ticket? There’s still time (online registration closes 4/21 at midnight Pacific Time & opens onsite at the event)!


Everything You Need to Know About AdTech & MarTech in 4 Sessions was posted at Marketo Marketing Blog – Best Practices and Thought Leadership. | http://blog.marketo.com

The post Everything You Need to Know About AdTech & MarTech in 4 Sessions appeared first on Marketo Marketing Blog – Best Practices and Thought Leadership.

from Marketo Marketing Blog http://blog.marketo.com/2017/04/everything-you-need-to-know-about-adtech-martech-in-4-sessions.html

4 Steps to Create Awesome Interactive Content

make your content interactive

Author: Vanessa Porter

People demand a lot from marketers these days.

Marketers aren’t just expected to generate more leads, they’re also being asked to create more engaging experiences that convert visitors every time.

That is, of course, far easier said than done. It might seem like creating these win-win scenarios–when your audience is satisfied with an awesome experience, and you get the lead information you need–is like finding a four-leaf clover. But it doesn’t need to be that way.

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Fortunately, interactive content makes a marketer’s job just a little easier. Interactive content is an experience where individuals can participate with the information they’re consuming, creating an immediate two-way dialogue. It can come in many forms–a knowledge quiz, persona assessment, a poll, or a dynamic ebook or whitepaper with questions layered in.

Not only is interactive content quick and fun for prospects to interact with, it’s proven to be effective. The average reported metrics from SnapApp users include a 30% click-through rate, 85% completion rate, and 45% lead conversion. And, perhaps best of all, it can be fully integrated with your digital or engagement marketing platform.

Here are four easy steps to get started with interactive content: 

1. Ideate

This first step requires some big-picture thinking. Before you get into the specifics of creating an interactive asset, determine what you’re looking to get out of it. Are you looking for better engagement from new visitors and early-stage leads? Or are you looking to weed out lesser qualified leads? Maybe it’s re-engaging dormant leads in your database?

Your objective(s) will help shape the content experience. If we look at how Paycor, an online payroll solution, strategized their interactive content, we can see a funnel-based approach:

mapping interactive content across the funnel.png

Paycor created three specific pieces of content for every stage of the funnel to accomplish the following goals:

  1. Engage new leads with a Department of Letter (DOL) calculator that reveals how they could be affected by new regulations.
  2. Learn more about leads and their individual work habits and time spent on processes with a time savings calculator where prospects enter their information.
  3. Guide late-stage leads to the most fitting solution by asking them specifics about their company size and top priorities.

It’s important to consider interactive content as a part of your larger content strategy and its goals and objectives. Because interactive content is a newer medium, it can be helpful to use a planning guide and campaign outline as a springboard to get started.

2. Determine Your Content Type and Theme

Another key starting point is understanding subjects and themes that resonate well with your audience. After all, regardless of what segments you’re targeting, they are simply made up of walking, talking people who have a broad range of interests, even outside their industry (gasp!).

Once you determine the different topics that will engage your target audience, you can move on to choosing the specific content format and theme of your interactive content. As we saw above, calculators and product pickers are options to help demonstrate a value point of your product or service. However, these can come in a variety of formats. Think of interactive infographics used by The New York Times, or more fun-focused assessments and quizzes published by Buzzfeed.

3. Go Beyond the Standard Lead Form

One of the biggest benefits of interactive content is that you can collect valuable information about your leads to pass on to your sales team, without being too obvious or pushy.

For example, we created a personality test based on Game of Thrones. We went with this theme for two reasons. The first is that in March of that year, we launched an interactive bracket about marketers’ most binge-worthy TV show and Game of Thrones won. And the second is that the new Game of Thrones season was starting at the time of the assessment, so it was top-of-mind.

interactive content based on Game of Thrones

On a standard static-content campaign, what’s the typical practice? Usually, marketers promote their assets across social media or in emails or blog posts that lead to a landing page. On the landing page is a lead form that visitors must fill out to access the content, such as an ebook, whitepaper, or infographic. Some lead forms are neither enticing nor effective. Most of the time, marketers can only collect a few fields of lead information (anything more increases the bounce rate).

An interactive asset can transform this experience and gather lead data in a less obtrusive way by following these practices:

  • Ask questions that tie into your theme. By finding ways to connect the prospect data we wanted to collect with Game of Thrones, we created an engaging experience for users that ended in a personalized result for them. We scored our prospects’ answers to tell a user which house they belong in (House Stark, House Lannister, etc.). Their information was synced into our marketing automation platform to update our database and inform our segmentation, scoring, and nurturing tracks. Each answer helped us understand our lead’s top priorities, which informs their nurture content and gives our sales team insights for future conversations.

collect lead data using interactive questions

  • Place the lead form strategically. Of course, you can still leverage a lead form if you’d like, and it can be much shorter. With interactive content, you can choose where the lead form will live in the experience and what type of information you’ll ask. Positioning a lead form directly before a results page boosts conversion because your prospects have already invested their time, with a personalized result in close reach.

4. Connect to Your Marketing Platform

Combine your interactive content with an integrated marketing platform, and you can do so much more. For instance, if you are using Marketo’s Munchkin code, your known leads will have their contact information preloaded into an interactive experience. This allows them to skip the lead form altogether. Their answers are sent to your database, but they don’t get interrupted by a lead form.

An engagement platform, like Marketo, should be the heart of your marketing efforts. Therefore, all the information you collect from your content should flow seamlessly from your content marketing platform to your engagement platform and vice versa.

To accomplish this, add the content you create in your content marketing platform into a specific marketing program. Within that campaign, you can direct and use the information you collected in any way you want. For example, if a prospect identifies as a content marketer, we’ll send them helpful information focused on content. If they are more involved in marketing operations, we’ll focus on that subject instead. Think of how you can assign different subjects to different personas in your own strategy.

What does this integration look like? Check it out below.

From your interactive content platform (just a few fields and presto!):

integrating your content platform with your marketing platform

From your marketing platform:

interactive content field in marketing program

Bonus tip: Once you’ve synched your content marketing platform with your marketing platform, you can leverage the valuable information you collected in a follow-up email. For example, we used dynamic content in our follow-up campaign to call out which Game of Thrones house prospects were assigned to during the assessment. We tailored the email copy to match the house’s description and suggested how our platform could help with their priorities.

Get Busy Creating

All of these steps combined–from initial ideation and goal definition to theme selection, promotion, and personalized follow-up–creates campaign cohesion across your revenue teams. However, this only scratches the surface of interactive content. As you get used to the medium, you can improvise and optimize in numerous ways.

Have you already had success with interactive content? Have a question about how to get started? Start the discussion in the comments below!

Register for Marketing Nation Summit!


4 Steps to Create Awesome Interactive Content was posted at Marketo Marketing Blog – Best Practices and Thought Leadership. | http://blog.marketo.com

The post 4 Steps to Create Awesome Interactive Content appeared first on Marketo Marketing Blog – Best Practices and Thought Leadership.

from Marketo Marketing Blog http://blog.marketo.com/2017/04/4-steps-to-create-awesome-interactive-content.html

How to Define the Scope and Vision of Your Engagement Platform Implementation

managing a successful marketing platform implementation

Author: Susan Sauter

As Antoine de Saint-Exupéry, the author of the children’s classic The Little Prince, said, “A goal without a plan is just a wish.” As you’re defining your scope and vision for an engagement platform implementation, you need to have a clear plan and change management processes in place to be successful.

My recent switch from the enterprise consulting team to the education team at Marketo has given me greater exposure to customers who are either brand new to marketing automation or switching from another platform. Typically, I’m training a core group of people who are responsible for driving a successful new implementation; oftentimes, training takes place before any type of discovery or kick-off with the professional services teams has occurred.

Crawl, Walk, Run

While new customers are in different places along their respective journeys, there are best practices that all organizations should consider for a successful implementation in addition to ongoing successful adoption. One of the most important things to consider is defining the overall scope and vision of your digital marketing or engagement platform implementation.

Typically, when companies get started with a robust solution, they are super excited and want to get up and running quickly–oftentimes with a goal of utilizing as many new features as possible. Lots of teams are either drawn to proving they are getting the most out of their investment quickly or they have upper management pressuring them to show ROI in nothing flat.

This is where you have to be realistic about how much change your organization can handle at once. Biting off more than you can chew can lead to frustration, confusion, and failure. Marketo suggests a “Crawl, Walk, Run” phased approach. By initially focusing on the core team and essential must-haves, you’ll ensure success and build confidence–not only among the core implementation group but with other departments like sales or IT–as they see a focused and organized team executing on a realistic plan.

If you’re in charge of spearheading your new platform implementation, ask yourself the following questions to define the scope and vision:

What do people need to start using the engagement platform immediately?

Training is key, and I recommend onsite training for your core power users, like your demand generation or marketing operations teams, who will need to use the solution right away.

But what if you need to educate a lot of people to satisfy either upper management, IT, or other stakeholder visibility? For some organizations, the cost of including a lot of non-core users in either onsite or paid virtual training can be prohibitive. Instead, find out whether there are free, online training resources available to educate those who are just curious about the solution, or simply need a general overview, but may not need to be trained straight away—if ever. This is a great approach if you have a sandbox, or testing environment, that allows users to ‘play’ or experiment without fear of making changes to a production, or live environment.

Even if you don’t have a sandbox, pointing people to product documentation, recording sales webinars, or other free resources is a low-cost way to give people visibility into what your engagement platform can do and makes sure no one feels left out. Also, build ongoing training into your adoption plans; most solutions provide frequent releases as the platform continues to evolve with technology advancements.

What are some quick wins that can have the biggest impact?

Quick wins are highly subjective and depend a lot on your company’s marketing maturity and experience as well as business objectives. For ‘newbies’ to an engagement or digital marketing platform, this might include adding A/B testing and lead scoring. For more experienced teams, it might include setting up best practice program templates to enable scaling (via cloning) and extending access and insights to sales through built-in tools. In Marketo, this is done through smart lists and report subscriptions and/or Marketo Sales Insights.

What are my key KPIs and how am I going to report on them?

In addition to setting some basics reporting goals, like a lift in conversions or growth of lead quantity and quality, set tactical metrics around content performance for emails including opens, clicks, and unsubscribes and include web engagement metrics. Base these metrics on industry benchmarks, or existing baseline data you already have in our current system if you are migrating from another marketing platform or more basic email solution provider.

Consider who should be receiving the reports and at what cadence. You can set up subscriptions, but you might not want to socialize reports until meaningful data is available. Ask which roles in which departments should receive reports. These could include sales and marketing managers, directors, vice presidents as well as C-level executives.

Is there a defined scope for each phase of the implementation?

While every implementation will look different, here are some common phases most companies experience:

  • Discovery Phase: Discuss your business, its goals, and requirements
  • Planning Phase: Determine program strategy, needed technologies, and develop a project plan
  • Sync Phase: Sync to a CRM system (if applicable), load data, and confirm data integrity
  • Build Phase: Build marketing assets and marketing/operational programs
  • Test Phase: Test programs and data
  • Go-Live: Launch data management and pilot marketing programs

The important thing is to make sure the scope matches your organization’s overarching marketing strategy and goals. Don’t start rolling out social, for instance, just because you can—ask yourself if it is part of the greater plan.

Based on your scope, set goals at 3-month intervals–for at least the first year–so you can stay focused on the present while keeping an eye on the future. Finally, plan on an iterative enhancement lifecycle, similar to a systems development lifecycle, which is a method for planning, creating, testing, and deploying software. This will help you prepare for when you are ready to use additional features–whether they’re purchased or those that become available in the platform’s regular release cadence.

Within this lifecycle, include additional internal programs or feature requests. These might include requests to build sophisticated engagement campaigns or deploy features like web personalization, mobile, or social that will inevitably come up during an implementation as more people learn all that your marketing platform can do. Knowing upfront that you’ve entered a marathon, not a sprint, may keep people more focused and patient during this key time of your implementation.

Are you in charge of your organization’s marketing platform implementation? What other tips would you recommend? I’d love to hear in the comments below.

Register for Marketing Nation Summit!


How to Define the Scope and Vision of Your Engagement Platform Implementation was posted at Marketo Marketing Blog – Best Practices and Thought Leadership. | http://blog.marketo.com

The post How to Define the Scope and Vision of Your Engagement Platform Implementation appeared first on Marketo Marketing Blog – Best Practices and Thought Leadership.

from Marketo Marketing Blog http://blog.marketo.com/2017/04/how-to-define-the-scope-and-vision-of-your-engagement-platform-implementation.html