Marketing Rockstar Guides

An Etumos Company

Privacy & Cookies: This site uses cookies. By continuing to use this website, you agree to their use.
To find out more, including how to control cookies, see here: Cookie Policy
  • Services
    • Demand Generation Consulting
    • Marketing Automation Consulting
    • Data Quality Systems
    • Lead Nurturing and Engagement
    • Marketing Analytics
    • Content Marketing
  • Marketo Consulting
    • Marketo Implementation
    • Marketo System Audit
    • Marketo Training
    • Lead Scoring
    • Subscription Management Center
    • Email Reputation Management
    • Marketo Revenue Cycle Analytics
  • Blog
  • Tools
    • Marketing Technology Maturity Model
    • Build a Marketing Operations Center of Excellence
    • Marketo Expert’s Guide to Program Templates
    • Intelligent Lead Nurturing
    • The Marketo Guide (2013)
    • Sell Faster with Sales Insight Booklet
  • Speaking
    • News & Events
    • Past Presentations
  • Clients
  • About
  • Contact

Logic Pitfalls in Marketing Automation

February 4, 2015 By Josh Hill

One of the biggest mistakes I see is with the Job Title field. Most firms allow a free text entry in Title because Title is a personal value that can vary widely.

Occasionally, a firm will use a Role field with fixed picklist values to help segment the database more clearly. The Role is filled in by the Lead, but sometimes is backfilled based on human work or automation. Of course, if a Lead lies on either Title or Role, then there isn’t much filtering can do here.

The mistake marketers make is with the operator “CONTAINS.” Inexperienced marketing automation users (and those without Boolean experience) will simply say:

Title IS “Vice President, Sr. VP, SVP Operations”
OR
Title CONTAINS “vice president, intern, VP, CIO” etc…

What happens when we do this?

Results from CONTAINS

Vice President

Sr. Vice President

SVP

SVP Operations

SVP Sales

Intern

Sr. VP International

Sr. Mgr, International

International Sales Mgr

Results from IS

Vice President

Sr. VP

SVP Operations

The solution is to be more specific with your operators and use boolean logic with several filters to pinpoint the proper group of people.

What you thought was a simple IS/CONTAINS problem, is easily solved with more filters, properly managed. Not that we have to exclude Negative Titles List.

full-job-title-filters

You can do the same with Intern* vs. international and CFO or C-level. I will often use a series of smart lists in the same way:

(Smart List 1 = Exact Match “High Value Titles”
OR
Smart List 2 = Contains “High Value Titles”)
AND
Smart List 3 NOT IN Exact Match of “Low Value Titles”

That Negative List covers the wrong people, thus you can exclude them in case they get into your High Value List:

negative-job-title-list

Right now, Marketo does not allow Regex or wildcards to do something like “Intern*” or include “intern*” but not “intern”.

Stay tuned for next week’s logic lesson…but you’ll have to sign up for email updates!

Disclosure: Perkuto provided access to a Marketo instance for this post.

Filed Under: Marketing Automation

Trackbacks

  1. How to Troubleshoot in Marketo -Marketing Rockstar Guides says:
    January 12, 2016 at 7:03 am

    […] I see people ruin smart lists and Lifecycles because they didn’t consider the right parentheses or groupings of filters. See logic for marketers. […]

2019 Adobe / Marketo Summit Sessions

Adobe Marketo Summit 2019

Special Content

Learn Lead Lifecycles
Speaking the Same Language for Marketo Architecture & Best Practices
Expert Guide to Program Templates

Categories

  • Conference Reviews (6)
  • Demand Generation (16)
  • Market Strategy (2)
  • Marketing Automation (48)
  • Marketing Careers (4)
  • Marketing Operations (9)
  • Marketing Technology (21)
  • Marketo User Guide (87)

Topics for Marketing Technologists

  • Conference Reviews (6)
  • Demand Generation (16)
  • Market Strategy (2)
  • Marketing Automation (48)
  • Marketing Careers (4)
  • Marketing Operations (9)
  • Marketing Technology (21)
  • Marketo User Guide (87)

Services & Products

Marketing Technology Consulting
Marketo Consulting Services
Marketo Training
Marketo Health Audit
Revenue Stacks

 

Contact Me

Marketing Rockstar Guides
Contact Us

Copyright (c) 2022. Etumos. All Rights Reserved. Unless otherwise noted for that content only. Privacy Policy

Copyright © 2025 · Enterprise Pro Theme on Genesis Framework · WordPress · Log in

 

Loading Comments...
 

You must be logged in to post a comment.