About This Show
A quantitative marketing podcast where we bring you the latest in marketing analytics, data science, data challenges, systems integrations best practices, guerilla marketing, and growth-hacking techniques.
Most Recent Episode
Common Challenges Marketers Face When Implementing Marketo - Interview with Joshua Hill
Working with Marketo: Whether you’re entering into the Marketo Community or you purchased an alternative marketing automation platform, there are plenty of questions about how to approach the program. The most common challenge marketers face when implementing Marketo really comes down to how to choose sales and marketing alignment or the business process decisions prior to implementation. It’s crucial to have a variety of decisions made and processes established before depending on the technology. How to Find the Quality: When most marketers have issues with Marketo or the like, it tends to be because no decisions have been made in the business process, or they don’t understand how the funnel happens. Or, people don’t have the experience with Marketo or funnel ideas, or don’t understand important features of the program. Most of the time the processes aren’t defined within the program or with the marketing processes at all. Marketo has a lot of potential, and does great things. However, it takes time and a lot of focus. Most want to achieve the vision Marketo has, but they’re doing too much. The best thing to do is to figure out marketing first, then add the technology. How to Get the Most for Your Money: The ultimate way to get the most for your money with Marketo is to prepare for it. Take your time, follow each stage of the process, and don’t rush anything. Everyone wants predictive reads and certainty with the program. Models need to be built out first to determine predictions. Marketo does not do all of the work for you right away. It’s a path of adoption, so it’s important to dive into each step. The Stages for Reaching Quality, not Quantity: Stage 0 – Stage 0 is about transforming your marketing. Ask yourself how your company is using and thinking about inbound leads, if anyone is looking at content, and have you achieved some level of sales marketing allotment? This can take up to two years to complete, but doesn’t have to. The perk to taking your time is that organic transformation helps a lot with the transition and purchase of Marketo. With the natural process, there’s more experience with content based events, higher quality leads, and a hands off process. Marketo only forces you to think harder than what you do organically. Stage 1 – Sta