51黑料不打烊

Transcript

My name is Kyle McCormick. I鈥檓 a marketing systems manager at Palatone Networks, and I鈥檝e been at Palatone Networks for about six months now. I鈥檓 going on my fifth year of using Marketo. I started out as an intern at my previous company doing some basic Marketo email sends and then got hired on full-time and have been working with Marketo ever since. I would say it鈥檚 definitely figuring out your end goal, like what you want Marketo to be used for. If you want to pull everybody into Marketo to have Marketo as your main database, really need to think about what does that mean? How are you going to maybe block people from syncing between Marketo and Salesforce? Knowing what data you want in Marketo is kind of the most important because based on that data that鈥檚 what you鈥檙e going to use Marketo for. If you want Marketo to be your engagement engine for sending out every email, you need to have all of the people in Marketo that are subscribed. If you want to use it for your main landing page system, you need to have those forms, that data, and the landing pages set up in Marketo before you go live. So the biggest challenge is trying to do too much too quickly. So with Marketo, we kind of flipped the switch and went 100 miles per hour doing everything in Marketo. I鈥檇 say start in like sections, right, where you import your templates over, work on those, you do your emails, work on those, and then set the structure once you have everything in place. We have a couple of different programs in our operational folder. I know Marketo has a great template in the Marketo template folder where you can download an opt-in folder and have your opt-in program kind of pre-built for you. We also have the data normalization. So for country, state, industry, all of that gets normalized because we have so many different data sources. If we don鈥檛 have that normalized data, it鈥檚 really hard to do anything. We have today about 75 people users and 100 total users, including APIs and integrations. So the first thing that we did is we have a different user enroll for each of those users. And then training is a big part where we go through and train people on every section of Marketo, design studio, database, marketing activities, and just making sure that they understand what each of those sections do and especially what they鈥檙e doing for their role. So how I use Marketo is completely different than one of our campaign managers or our email team is using. So trying to structure the training to hit on all of those tasks, but also a global understanding of what we鈥檙e doing at Marketo. So we have a couple of different options that we use. We have an email alias. It鈥檚 marketo at palatonetworks.com. So that goes to our Marketo admin team. We also have our own community page within marketing ops where you can go and ask a question and someone on our team can answer it. Anybody that has access to Marketo has access to this community page where they can answer or ask questions as they need. The most important thing that I wish we would have done a little stricter was to look at all of the fields that we have in Salesforce and what we鈥檙e syncing across into Marketo. A lot of Salesforce instances are very messy, very old. So they鈥檙e going to have a ton of fields that you will never need in Marketo. So going through and working with sales ops and IT, making sure that these fields are really what we need in Marketo, I would say that鈥檚 definitely helpful to do before you鈥檙e implementing Marketo at all. We use the help of Marketo Professional Services as well as other partners in the Marketo ecosystem that kind of help us get to that next level. And then it really depends on what the business needs. So if your business is really pushing towards ABM, the next step would be implementing Marketo ABM. If your business doesn鈥檛 do account-based marketing, which there鈥檚 definitely some that don鈥檛, maybe real-time personalization is a way to go. So it really depends on what the business needs at that point and helping those needs. I would say double and triple check everything, especially if you鈥檙e just getting into Marketo, starting to use some of the features of Marketo. If you鈥檙e setting up a smart list that you鈥檙e emailing 100,000 people, go through a QA process and make sure that the links are working, the unsubscribe link is working. That鈥檚 kind of the most important one for email compliance and just sending test emails.