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Don’t Waste $100,000 on Marketing Automation

May 22, 2018 By Josh Hill

There are tons of articles on why Marketing Automation is amazing and will “transform your business.”

There are also plenty of articles out there on why marketing automation fails.

While quite a few are the “We forgot that token format, so everything went out as Dear First Name,” a lot of the articles are about why companies never reach the true potential marketing automation offers.

Today, I want you to help you avoid losing $100,000 this year.

That’s a bold claim and if you read this entire post, and deeply consider the advice, you will make the most of your Marketing Automation Platform this year.

No one knows how to use the software

In my experience, this is the top reason MAP installations fail. Your team bought the vision, but no one really understood how to use the tool. Not only does no one on your team know how to do more than send email, no one truly understood how to achieve the vision the salespeople sold you on.

Once you realize this about six months in, panic sets in and you do one or more of the following:

  • Call in a new consultant (this is often where I am asked to help).
  • Fire the old consultant (if you even had one).
  • Remove the inexperienced marketer you put in charge of the tool.
  • Start looking for a new marketing automation tool…because it MUST be the vendor’s fault
  • Blame anyone you can, because that was at least a $50,000 mistake just in cash, let alone time.

A lot of companies will switch tools several times, wasting a lot of cash and time which could have been focused on business expansion instead of pointless automation. One consideration is “Will the vendor grow with your ability to use the software?” A primary reason I chose Marketo the first time was they were at the right complexity for my team’s skills and we could grow as Marketo became more powerful. Education is very important.

Over the decades, plenty of articles and books have been written about failed software installations, and marketing automation is no different – it’s a special kind of software you build to market.

What are you solving for?

Many SMB firms, and a surprising number of large enterprises, find themselves using a MAP as a glorified email send tool after a few months, or even years, into an implementation. Everyone knows it’s wrong, yet they keep failing to move forward to nurturing or funnel transparency.

If your team wants to “automate the buyers’ journey” or “do lead nurturing,” rather than achieve funnel transparency, perhaps all you need is Mailchimp or a similar system. Such tools are a fraction of the cost (less than 10% of a MAP) and now perform quite a few “marketing automation” functions.

More hiring: Understand the true costs

While this is rarer these days, many firms did not realize the Total Cost of Ownership (TCO) of a MAP and most vendors don’t discuss it openly. The reality is you are adding to your cost base without a clear plan for generating revenue from the tool. And that’s not your fault! Tools don’t “generate revenue,” they empower the marketer to do more with less or achieve transparency for better resource allocation.

  • Annual and monthly subscription fees.
  • Marketing Automation Manager to build/run tool.
  • Hiring new staff that are trained on a MAP to build infrastructure behind each marketing program.
  • Training costs.
  • Implementation costs.
  • Consultants.

Even a small MAP could cost you $100,000 in the first year in TCO.

Automate Your Business First

What exactly are you automating? Lead flow and hand off between Marketing and Sales? Content distribution? What is your process now? Does it need to be automated?

Be clear about your goals at each phase of implementation so you don’t overpromise to yourself and executives. Use the Martech Maturity Model™ to help design an implementation plan. Take a look at some of the surveys showing adoption rates and unrealistic “time to value” expectations.

Lack of Content, Lack of Thought

I cringe a bit at this failure point because it is common and easy to blame. It is true…and not so true. Certainly, a lack of commitment to a strong content program will stymie the potential gains from automated content distribution machines. And a lack of content likely means no one has thought deeply about Buyer Personas, segmentation, targeting, and the buyers’ journey to the point of needing to automate it.

This failure of content also means you won’t be able to take advantage of MAP tools like Nurturing or Marketo’s Engagements, which are truly powerful–if you have Personas, Continuous Content, and a Journey.

So do blame a lack of content strategy, but also blame yourself for not building this up before, during, and after your MAP implementation.

Don’t lose $100,000! Do these things instead!

If you haven’t purchased a MAP yet, read this article. And read it even if you have purchased a MAP. Understand the path to success.

If you already have Marketo, and aren’t sure how to attain the vision, or to get your team trained well enough to go beyond Batch and Blast, I have two great options:

  • Marketo Crash Course: do everyday demand generation with Marketo in a few days.
  • Lead Lifecycle Crash Course: get that sync working today!

Training can be a small fee compared to a failed implementation.

Interested in more? Stay subscribed.

Filed Under: Marketing Automation

Master Lead Nurturing in Marketo and Beyond

May 15, 2018 By Josh Hill

aida-model-story

Learn to Master Lead Nurturing in Marketo and Beyond

Does it feel like lead nurturing is a battle between you and the lead? It shouldn’t be. Leads want to learn. They entered your marketing funnel because they had a problem, and you provided them with insight. Instead of battering them with information, you can develop a Lead Nurturing Program to keep them engaged and moving through your funnel. According to Edward Unthank of Etumos, you just have to find the Sweet Spot where you teach and they accelerate.

Sweet Spot for Messages

Now that we have a sense of why lead nurturing is a challenge, let’s start with the basics of lead nurturing and how you can master creating this type of Marketo program.

What is Lead Nurturing?

According to Marketo, “Lead nurturing is the process of developing relationships with buyers at every stage of the sales funnel, and through every step of the buyer’s journey. It focuses on marketing and communication efforts on listening to the needs of prospects, and providing the information and answers they need.”

What is a Lead Nurturing Campaign?

A lead nurturing campaign is a series of emails that are sent based on a lead’s behavior. Marketing automation tools capture and store this information and allow marketers to deliver targeted messaged that are timed around the actions the lead has taken.

Journey Session

I’ve discussed the Journey Session in my 2016 talk, however, this is the first time I’ve gone through it in this detail. This is the top concept to learn if you build ANY email program in ANY system. It works very well with Marketo’s Engagement system and it is the basis for every campaign brief I write.

There are five steps and five questions to go through.

Five Steps:

  1. Idea
  2. Whiteboard session (Journey Session)
  3. Process Chart
  4. System Doc
  5. Build in Marketo

Five Questions: The Journey Session

The Journey Session is a campaign brief framework that ensures you have the details required to build the correct workflows in a marketing automation platform. Ideally, you bring together the 3 to 5 people (including Sales in some cases), to answer the five major questions. This should be a whiteboard meeting of 30 to 120 minutes. As a marketing operations professional, you will take the information and translate it to a specifications document with details from the database.

Question Answers What this is
Entry SFDC Leads who filled out the free trial form on US Site.

SFDC Type=Lead

Form Source=Free Trial

Who should enter this drip?

When should they enter?

Goal Paid Account

Account Type=Paid or Opp Stage=Closed Won

What’s the goal of this nurture for the Person and for the Marketer? What positive action needs to occur for this chapter to end?
Cadence/Timing One Email in first 10 minutes

1 email every week on Tues at 10:30 am PST

When should the emails or other touches occur?

Matters for how you build.

Exits – Bad •Unsubscribed

•Email Invalid

•Hard Bounced

•Excluded: Account=Cancelled OR Exhausted+No Opp

Which negative behaviors mean an end to this Chapter?

Are there people we should exclude?

Content 1 intro email

5 emails, 1 per week

Need a strong commitment from marketers to add more content or deliver it on time. Content type may influence Cadence, etc.

If you cannot answer one or more of these, you should stop until you can.

Regular vs. Irregular Cadences

A regular cadence is similar to “Once every Tuesday at 4 pm.” Usually seen in standard nurtures or stay in touch programs.

An irregular cadence is “Send an email now, then wait 3 hours, then send again, then wait 2 days, then 6 days…” You see this usually with onboarding programs or TOPO style BDR programs.

This matters because how you build this in Marketo will be very different if it is Regular or Irregular. In general, a Regular cadence is easier to build in Marketo because you can use Engagements which are simpler to maintain once running.

Engagements: Regular Cadences

Within a stream, Engagements are Regular and only Regular. You can certainly move people around across streams to speed or slow content. As a rule, though, it is best to consider these only for Regular Cadences with strong content production. This is rarely worth it for 3-4 emails that you never update or add to.

Smart Campaign: Irregular Cadences

Most of the time an Irregular Cadence means building a smart campaign with a series of Wait Steps.

Engagements+Smart Campaigns: Semi-regular Use

There are some scenarios, such as send a free trial welcome email immediately, but then sending a second email in X time. This may influence your thinking of the initial use of Smart Campaign for an Irregular Welcome and then a Regular Engagement for long term follow up.

Engagements: Launch Sequence

Best to see the slides here. Essentially, you will run a lot of batch campaigns to manage the Entries and Exits. You need a way to describe the timing of these against the Cast/Cadence. It can get complex very quickly with multiple streams, cadences, and campaigns.

Engagements: High Volume Considerations

When pushing out 100,000 or 1 million leads into an Engagement, you may want to consider using multiple streams and staggering Cadences to ensure that your email reputation is maintained. You may also want to avoid a Campaign Queue backlog with 50 nurture casts around the same time and day each week.

Struggling with Mastering Time (let alone your nurtures)?

Etumos can help with the technical setup and support, as well as improving upon your strategy and execution. We’re here to nurture.

Filed Under: Marketing Operations

Mastering Engagement Programs in Marketo

April 23, 2018 By Josh Hill

Engagement Dashboard

On April 30, I’ll be at the Marketo Summit 2018 to share more of my secrets to automating nurturing with Marketo Engagement Programs. The concepts I will share can go well beyond just Marketo, if you practice the techniques.

To prepare for the Session, here are a few of my previous tips and slides.

Nurture Your Audience the Way they Want to Be Nurtured

In my last talk at the Marketo Summit, I shared the key framework and discussed how you might approach the overall multiple nurture system. I recommend reading these again before you come to my session as it is good background.

  • The Nurture Waterfall Framework
  • Storytelling Framework

Nurturing Your Audience the Way they Want to be Nurtured from Josh Hill

How to Use Marketo Engagement Programs

When Marketo first launched this feature, I wrote two key articles to help people get started. Since Engagements are mostly unchanged, read these to get a baseline. My talk this time around assumes you’ve at least read these articles and are ready for the deeper understanding.

  • How to Use Engagements
  • How to Test Engagements

Why Attend Another Session on Marketo’s Engagement System?

This year I will share more of the Journey Session framework along with the latest thinking on how to run nurturing programs in Marketo to scale up your storytelling. These concepts are not in any documentation and will make the difference from being a successful lead nurturer to leaving behind a wasteland of unfinished programs. Here’s my talk abstract:

The Engagement Nurture Program is one of the most useful and least understood features of Marketo. When used effectively, an engagement nurture can power everything from sales prospecting and ABM to customer lifecycle programs. Join Marketo expert Josh Hill in this special deep dive session, going beyond the product docs to learn the secret framework that helps you build scalable systems that automate your email communications. Learn how to take campaign requirements, translate them into Marketo, and build effective engagement nurtures. Josh will show you how to design a system which can manage 20 major campaigns in a week requiring only two hours of your time (versus managing four programs per week with 30+ hours of your time).

Filed Under: Marketo User Guide

Marketo and Marketing Automation Security

April 12, 2018 By Josh Hill

Lock

Marketo and Marketing Automation Security

In this How To, I’ll review the principles and settings you should use to secure your Marketo or Marketing Automation Platform’s instance.

Why Secure Your Instance?

Lock - flickr mthierryWhile every Marketing Automation Platform (MAP) vendor will build their system to minimize the potential for system break-ins, the reality is no service is 100% secure, 100% of the time. It is incumbent upon the MAP Admin working with IT policies to help secure an instance.

Surprisingly, I haven’t heard of any breaches or data losses from an ESP or MAP. That doesn’t mean it hasn’t occurred! Many teams are slow to disable old users. Networks could have been breached for years. Sometimes you may never know!

The good news is you can apply system administrator principles to you marketing technology to minimize the risk to your organization. You can minimize people mistakes as well as system flaws that a criminal could leverage. As a MOPS leader, here is how to think about security.

Principles of System Administration

Back in the day, I was in tech support and dabbled in system administration, setting up Unix, Linux, and Exchange boxes. I learned from some of the crusty admins you imagine run these data centers (they are real) and they are very smart.

While a marketer doesn’t have to be a sysadmin first, anyone who is an Admin of a Marketo instance in Marketing Operations has to think a little bit about system administration. This is YOUR baby now and you have to be responsible. If IT isn’t going to own or run your martech stack, then it’s up to you to learn some how how the IT pros handle their systems.

System administrators first emerged in the 1960s as mainframes took over back office functions at large firms and governments. The culture of the sysadmin (and the grumpy tech support guy) coalesced around a group of Unix administrators and programmers in the 1970s. Their culture and programming security concepts became dominant.

This short history is important because administration of any software tool is a key task that can make or break an implementation in milliseconds. Your approach as the administrator also sets the tone for how people respect and use the tool as non-Admins. I believe this is crucial for marketers who own the MAP to understand and why I believe the sales, marketing, and technology background makes the most successful SMB admin.

As the Administrator, you have the power to do anything, including grant new users access. Use this power wisely, especially if you are new to being an Admin.

How to be a Marketing SysAdmin

More likely, you will be called a Marketing Operations Manager or Director, laying out the rules of the system and coordinating business needs against the realities of the tool.

  • Know your system.
  • Understand the interconnection points between the MAP, CRM, Website, and other databases. [Martech Stack Map]
    • Keep a record of vendors, active, inactive, connection points, permissions.
  • Grant access on a need to know or access method – least permissions possible. Even executives who need reports should only receive access to reports, or be sent them securely, without system access.
  • Regularly question the need for changes to ensure the right changes are made.
  • Modularize marketing programs and centralized data processing to reduce the need for future work when changes are needed.
  • Fiercely protect the system, but avoid being obstructionist to business needs. Offer solutions.

A business is not a democracy, neither is the running of a top-down marketing automation system.

This is a hierarchy and you set the rules from the top down; you are granted the highest level of access you need to do your job. None may receive any access unless you trust that person at each level of access and skill.

If you are coming from marketing, this may be a bit of a shock to you: you are used to sharing and being open. The reality is a MAP is a real server that is now mission critical to your ability to generate leads, nurture leads, and keep the sales funnel full. If that system breaks, it breaks the front end of your business very quickly.

Thus, you must be protective of access to the MAP and of access to key workflows like Lifecycle and Routing. You must also consider that an untrained marketer who can send 1,000,000 emails without supervision can cause huge damage to your brand’s reputation in seconds.

You must treat a MAP as you would your bank account – because it is your organization’s database with the personal information of thousands or millions of trusting clients. Your MAP contains precious data on the health of your business, which if released inappropriately could move a stock price or damage your brand.

Now that I’ve made you paranoid, the principle is you should treat your system like a sysadmin; and your audience like a marketer.

Each marketing automation platform has a unique view of the world and a unique setup, so please be sure to read all of the documentation before attempting a change.

How to Secure a Marketo Instance

Whether you have a brand-new instance today or an older instance, you can still lock it down to comply with your organization’s IT policies or go further. As GDPR goes live on May 25, you need to further consider security because your followed policies will be looked at in case of an incident. Failure to have a policy or enforce it never looks good during a government audit. At the very least, consider the damage to you and your brand if a hacker stole your customer information because your MAP was the weak point in your firm’s infrastructure.

Users and Role Security

Understanding how Roles and Users work together is important to maintaining the security and integrity of your database.

If you have a Creative vendor, perhaps you want to let them upload HTML code. But do you really want them to have access to your valuable contact database? Do you really want the new guy or your intern to have the power to delete campaigns or data?

No, you don’t.

So assign them to a limited role until you are comfortable with their skills.

Role Management

new-role-dialog

Your system may treat users and roles differently than how I show them here. Since access to the system is restricted, you should make careful choices about the level of access provided to each user and which users can receive a username.

Enterprise Admins should establish a process before granting access to other staff members. I receive requests all the time to add Users and a simple question ends most requests: “What do you need the access for?”

Role Name Access Level Assign to This Kind of Person
Admin Admin, default CRM Administrator, Power Marketer or lead marketing automation person.
Marketing User – Limited Do not use the default Marketing User

Restrict certain things like list uploads, Forms, Templates

Associates, Interns
Designer Design Studio

Program Emails

Web designer, graphic designer, external vendor.

Consider restricting approvals

Marketing Super User Run campaigns, approve assets Marketing Managers, Marketing Operations

Limit list uploads, Forms, Templates

List Uploader Limited to importing lists and running campaign flow actions. If you have a database manager who does this for everyone, use this.

User Management

Initially, you can rely on user permissions and Role based permissions to secure your instance. However, this means having an understanding of the access permissions and the types of people you want to have in the instance. This responsibility also means saying No to people who “just need a little more access…” While I want to trust my colleagues, the reality is untrained Marketo users can easily destroy data or send out the wrong email.

Things to know:

  • Unique email address forever and throughout all Marketo instances, including Sandboxes. This means you can only have josh@company.com in a single instance as the login.
  • Gmail and some other providers allow josh+alias@company.com to create an alias that is tied to your box.

Smaller firms tend to have looser policies when adding users. However, I strongly recommend considering basic policies to reduce errors:

  • Minimize Admins. Not everyone needs Admin access.
  • New Users get the lowest permissions possible. Usually this is “New User” until they are trained in your firm’s ways.
  • Marketo Users or Marketo Certified Users can have higher access, however, I usually conduct training first before allowing someone the ability to activate batch or triggers.
  • Train each user in your organization’s specific nuances.
  • Conduct Quarterly or Monthly reviews of the User list.
    • Real People Users who haven’t logged in within 2-3 months should be asked if they still need access. Otherwise expire them.
    • API Users – make sure those systems are still paid up and needed. Disable old tools quickly.

Larger firms should review IT policies and attempt to comply with User Management and security levels below.

Keep track of active users in a table and check it monthly and whenever staff leave. Since your vendor may charge for the number of marketing users, keep an eye on this count.

Use this handy table to keep track of your active and inactive accounts.

No. Name Username Role Workspace Assigned On Deactivated On
 

 

Encryption and SSL

Many marketers will ignore things like SSL and encryption until their SEO tells them about how HTTPS is standard now and traffic is down. That’s funny because you’d never go to an ecommerce site without a lock on the browser, right?

Marketo Landing Pages

Marketo Forms are secure back to the instance, but Pages are not by default.

To resolve this situation and ensure your landing pages are seen by Google kindly, you must migrate to HTTPS. It is better to do this with a fresh instance, however, it is very possible with a host of landing pages as well. I’ve done it before. There are several steps, so I recommend working with your web team, SEO, and Marketo Support.

  • Marketo HTTPS Page FAQ
  • Securing the instance

Encryption of Database

Marketo offers disk level and instance encryption, however, there is a fee, which is a percentage of the total contract. Over a weekend, Engineering will move your instance to an Encrypted Pod. There are a set of steps to follow to ensure a successful migration. I recommend this to anyone who can pay because the risk to your business is tremendous if a criminal breaks in through other means and can download your database. The advent of GDPR will be a catalyst for increased encryption beyond just transfer points.

Should you do this? If you can pay for it, yes. At some point your business (hopefully) will be high profile enough to be a target. You owe it to your audience because wouldn’t you want to know that a data breach was limited because the database was encrypted?

However, most MAPs and Marketo are not PCI Compliant, so even encryption won’t be enough for sensitive personal information such as Social Security Numbers, Passport Numbers, TINs, EINs, and Credit Cards. Please, do not ever attempt to sync this kind of data to Marketo or a MAP. Don’t ask for it on a Marketo Form or Page either.

Marketo Security Settings

Login Security Level 1: Increase Complexity

When you first login, conduct a Marketo Audit, or want to lock down the system, visit the Login Settings panel in Admin first. If you aren’t using High Security or at least the following settings, plan to do so.

  • 8 characters
  • Lower and uppercase
  • Number
  • Mixed
  • Special Character
  • Expires every 90 days

If you have lots of users, changing the Settings will mean that at the next login, each user must change their settings to comply. You should communicate this change clearly and to everyone at the same time.

Marketo uses two-factor authentication by default.

Also, some API login users may be affected, so you should prepare a list of API logins to update and monitor to avoid downtime or lost data.

Login Security Level 2: SSO

With the advent of Identity Management and Identiy-as-a-Service, your organization may use an SSO provider. The primary reason to consider adding SSO to Marketo is to allow IT to manage leavers. When someone departs the firm, you may not always know about it for several weeks, especially in a large firm. An open login from someone who was fired is a high-risk situation where they could access the database and download it, delete it, or send embarrassing emails. Sure, it’s illegal, but that won’t matter to the disgruntled employee or your customers. A secondary reason is it helps your team focus on one login-password which means they won’t keep their password pasted to their monitor (we hope).

SSO is surprisingly easy to setup. However, there are some caveats even if you follow the steps.

  • Test this using your Sandbox first with your SSO Admin. Understand the steps.
  • Existing Users should be told that the new SSO Tile is available. They will no longer be able to login via normal login.marketo.com.
  • New Users: you must setup a new user and apply a Role before adding them to SSO. In the SSO Tool, provide that same email address access to Marketo. No invitation email will be sent.
  • Admins are exempt from SSO.
  • Bypass SSO by Role: you can check a box on a Role to allow Role Members to bypass SSO and use login.marketo.com. Strongly suggest you only do this for API Users and special situations where SSO is not feasible.
    • API Users
    • External Consultants

Login Security Level 3: IP and VPN

To users, this is the most annoying thing you can do because remote users will need to use your organization’s VPN first and then login via the VPN. The VPN will likely have SSO and two-factor authentication and only then will the user be permitted to access IP only applications.

Essentially, you can ask IT for the IP Numbers that are considered “on-site” and safe. That is, those IPs are accessible only from an onsite or VPN user who has additional physical or other security measures to act like you are “on-site.” Your Marketo instance would then only accept connections originating from that IP number list.

login-settings-ip

I consider this the final layer of security for direct access to the system.

While this won’t prevent a hacking attempt, it reduces dramatically the ability of nefarious users to gain access to Marketo because they would then need to access not only a Marketo User, but also an SSO user, a VPN user, and the two-factor to gain access to your instance. Or gain access to the physical organization network or building.

Of course, it’s entirely possible for a criminal to use malware to enter your organization through other means or through Marketo’s network. A user could be a phishing victim as well and with several layers of authentication, a phishing attack could be thwarted.

But as the MOPS Admin, you can rest knowing you locked down the system within the means you control.

Users and Special Situations

Marketo Consultants struggle because we have to login to multiple instances and quickly accumulate dozens of logins since Marketo restricts access to one email address across all Marketo instances. Normally, there are two tricks to use:

  • Alias Username: josh+alias@company.com               [used with Gmail mostly]
  • Group Alias: company.clientname@company.com   [insecure – too many can use]

Whenever you permit a consultant in your instance, you should insist on Universal ID or the Alias Username because it is vital to know who is doing what in the instance. This also reduces the chances of an authorized consultant from entering your instance.

But to be secure and follow audit rules, you really want the Alias Username or a Universal ID.

Universal ID is usually used by consultants or agencies; however, you can use it to access Production and Sandboxes if desired. Some caveats:

  • Most strict password rules apply across instances
  • Must select one ID to be your Community Profile

Using Audit Trail

Ever have a weird thing occur – why did that email go out wrong? Who changed the name of that page? Why did that smart list get deleted? With the Audit Trail, you can usually find out who did what, when!

I find this a little cumbersome to use and it works most effectively within a 24 hour or 7 day window for a specific Asset or range of asset types.

audit-trail-dialog

It’s really great for an Admin to go check on weird issues or perhaps a nefarious user. Not every item is logged perfectly, but I have been able to track down who mistakenly edited an email From Name after we all thought it was ok to go. Mistakes happen and so do deliberate actions.

Ideally, you can use the Audit Trail as a teaching moment with users. It also beats having to post a Support Ticket for simple investigations such as “Why did this asset change?” or “Who changed this email?”

Reducing Access Through Workspaces

Recently, quite a few people posted questions on the Nation about using Workspaces to restrict access by Business Unit or even to specific fields. Workspace and Lead Partitions can help you lock down parts of your instance, however, they work best in certain situations. I wrote extensively about how to approach Workspace Setup. Best situations for Workspaces are:

  • Multi-Country or Region
  • Business Unit
  • Customer vs. Prospect Data vs. Partners
  • Multi-Product that are mutually exclusive

For example, if Channel Marketing has separate needs than Demand Generation, it could make sense to wall them off using Workspaces, reducing the risk one team will affect the other’s efforts. Walling off teams can also reduce security risk since a breach in one Workspace may not spill over to others.

How to Envision Workspaces and Lead Partitions in Marketo

Other Privacy and Authentication Settings

You can help your audience and users with additional settings such as

  • Browser Do Not Track
  • Privacy Do Not Track & Munchkin Opt Out
  • Require User Login to download data from Subscribed Reports
  • DKIM and SPF and Branded Tracking so the internet knows it’s you.

Final Thoughts

No system will ever be 100% secure. As the MAP Owner, the MOPS leader, you need to set the tone for security among your team and the wider Marketing Organization. Marketers are not experts on internet security (nor would I expect them to be), and they often need to get things done fast. They prefer more access and more communication than most system admins would like. It’s a balance of getting it done, empowerment, and minimizing risk.

Building in security through the steps above will help you sleep well at night and focused on supporting the customer experience, not fighting fires.

Filed Under: Marketo User Guide

Martech Conference Season – April 2018

April 2, 2018 By Josh Hill

Hero Cycle Credit: Chris Vogler/Wikipedia

While B2B marketers are already deep into events season, the two biggest martech events of Spring 2018 are back to back in the San Francisco Bay Area: Marketo Nation Summit 2018 and Martech West 2018 (SJC). I will be attending both this time and wanted to share the sessions I believe will be the most useful for marketing operations.

Martech West (San Jose)

Starting on April 23, the conference is three full days. I haven’t been to this one in two years and decided to go because the content was more relevant to the B2B world this time. Headed by Chiefmartec himself, Scott Brinker, Martech is always insightful. I’ve found that past sessions tended to be too futuristic and too B2C to be put to practical use. This year seems quite different.

Tuesday, April 24 Sessions:

  • The Right Way to Buy Marketing Technology
  • Converting How VMWare measures marketing’s B2B impact.
  • Next Gen of Martech: Strategic Planning in Age of AI
  • Visualizing Your Martech Stack
  • Product Led vs. Sales Led Marketing
  • Cracking the Code of Conversational Marketing
  • Real World B2B Personalization Examples
  • How RedHat Marketing Decides Next Best Action

Wednesday, April 25 Sessions:

  • Navigating the CDP Landscape with David Raab.
  • Organization-wide Attribution Model
  • GTM Stack
  • How to Rapidly Enable Marketers to Leverage Self Service Platform

And I’m sure we’re all waiting for Scott Brinker’s latest Martech Vendor chart!

Marketo’s Marketing Nation Summit (SF)

This year will be the seventh time I have attended and the third year I am speaking. Based on the current session list, this looks like a reinvigorated event with exciting keynotes and a higher proportion of How To Sessions from Marketo Champions. If you are going to be there, I am looking forward to meeting you. My good friend Jeff Coveney of RevEngine Marketing has a tremendous post on parties and contests.

Sunday, April 29: University Day

This day is reserved for the opening, University Training, and the Marketo Certification Exam. You can take the Marketo Exam throughout the event as long as you’ve pre-scheduled it.

April 30 to May 2:

Marketo hasn’t posted the Sessions schedule yet, however, the main list of sessions and keynotes are live. Here’s what I’m curious about:

  • Google Cloud and Diane Greene – will something new be unveiled?
  • ABM Wins from Invoca’s Ari Echt.
  • AWSome Sauce: 10 Marketo Lessons from Joe Reitz. Curious what he’s cooked up.
  • The Real KPIs of B2B Marketing from Forrester.
  • Data Brokerage Service with Custom Objects
  • Uber’s CRM Global Org with Wyatt Bales
  • Engagement Platform Roadmap – what’s new for Marketo?
  • Transforming MOPS into CX Ops
  • Microsoft Using AI for Marketing with Charles Eichenbaum
  • How to Operationalize ABM – curious what Planview did.
  • Inbox Providers Don’t Hate You
  • Under the Hood II with Scott Nash – learn more secrets to optimize Marketo performance
  • Want a Lasting Career in Marketing? with Joe Chernov.
  • Building Multi Product Global Enterprise with Marketo.

And now the plug for my session!

Master Engagement Marketing with Marketo Engagement Programs

In 2016, I shared with attendees my approach to Nurturing effectively. After more than two years of heavy use of Engagement Programs and other unusual asks from marketers, I have a new set of tools to help you operationalize the Customer Journey within Marketo. Insights will include:

  • How to Run a Journey Session and why you should always conduct one before touching Marketo.
  • Using Engagements to scale up Prospecting Emails, ABM, and Nurturing.
  • Reduce time involved in managing programs and focus on content creation.
  • Learn how to use Engagements vs. Programs – AND combine them.
  • Weird things I discovered.

My session is on April 30 at 2:30pm. Last time this session was SOLD OUT so be sure to line up early and register via the Marketo Summit App.

This session is targeted at more advanced Marketo users and you should be familiar with the basic Engagement program concepts.mkto-nation-2018-banner

Looking forward to seeing you soon!

[Updated: April 14, 2018 with additional details.]

Filed Under: Conference Reviews

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2019 Adobe / Marketo Summit Sessions

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