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Three Takeaways from Marketo Summit

Posted By Joe Fusaro (Apr 14,2014)

summit-social-bannerWe just got back from Marketo Summit in San Francisco, which is widely regarded as the marketing event of the year.  For our company, there is no better event to attend as our team was able to connect with some of the best and brightest in the Marketo ecosystem, including RingLead customer and newly crowned Marketo Champion of the Year Jeff Shearer.

As the person in charge of managing our own Marketo instance, I was able to benefit personally and professionally by attending some amazing sessions which sparked some great ideas and provided valuable insight into how Marketo power-users are getting the most from the platform.  Seeing how 

1. Data is King

In his opening remarks at the Marketo partner summit, Marketo CEO Phil Hernandez cited the ever growing importance of data to the marketing department in saying that, for marketers, "data is king."  This is by no means a groundbreaking statement to those "in the know," but is still an important concept for every marketer to fully understand and appreciate.  Through analysis of RingLead's customer base we've found that more often than not it falls on the shoulders of marketers to clean, protect and enhance the company data, so these marketers have embraced the challenge by devoting their time, energy and resources into cleaning up their dirty data.  Why?  They know that they'll be able to do their job better, because marketing success is largely achieved by effective database management.

2. Personalization Options are Expanding

The whole idea behind marketing automation systems like Marketo is to engage prospects and customers in "conversational" style marketing, so the messages that he or she receives are more relevant to their goals and objectives.

Until recently, this personalization was limited to one channel: email.  The messaging in your email campaigns can be dynamic based on the data that you have stored.  If they're a marketing person, send message A, but if they're a sales person, send message B.  If they are at the VP level, send message C, but if they're a manager, send message D.

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Lead Source definitions

Posted By Joe Fusaro (Mar 28,2014)
Ever have a Salesforce user ask what a specific Lead Source means?  Ever have to answer the same question 10 times in 1 day?  Well today is your lucky day, because we took the time to write up definitions of common Lead Sources and decided to share it with you all.  Why?  Well, because we're all about Salesforce optimization.
So, without further ado, here is the list that we recently posted on our company intranet.  Enjoy!
Remember: Lead Source is the initial touchpoint that we had with a Lead.  The most recent touchpoint may be documented in Activity History or the activity that is available in Marketo Sales Insight.
Employee Referral – An employee from outside of the sales department (eg. marketing department, development team, etc.)  referred this Lead.  Leads should not be assigned directly to an employee unless there are very specific circumstances why this should happen.  In the event that a Lead should be assigned directly to a particular sales rep, notice should be given to VP of Sales.
External Email – A Lead was acquired by a partners email blast to their database.  This is common when doing a joint webinar, and co-presenting companies email their database.
External Referral – Someone outside of the organization who is NOT a partner (eg. A friend, former employee) has referred this Lead.
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Rev your Marketing Engine

Posted By Joe Fusaro (Mar 27,2014)

We recently participated in the Launchpoint partner webinar series, hosted by Marketo. We were thrilled to share the story of Jeff Shearer, the newly crowned Marketo Champion of the Year who is, coincidentally, a RingLead power-user.  In this video, you'll learn how Jeff leveraged our Marketo integration for his company, Egencia, to ensure accurate lead scoring, reporting that they could depend on and much more.

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