We 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.
— RingLead, Inc. (@RingLead) April 10, 2014
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.