April 16, 2021 | Data Heroes
Amanda Thomas, Marketing Technology Consultant at Etumos
The Purpose of Getting Clean Data and Segmenting it in the Right Way
We are surrounded by data. Even the greatest companies use data to approach their customers and improve their marketing automation strategies. But what does that process look like? How do companies, such as Marketo, tackle data-related matters?
Amanda Thomas, a five-time Marketo Champion and MarTech consultant who excels in marketing automation, talks about how impressive data is and how it can help companies get vital information about their customers and other essential stuff. She shares some of the best strategies to obtain desired data, focusing especially on data segmentation.
In this Datavana Episode, Amanda Thomas and our host, John Kosturos, also discuss significant aspects of marketing automation, data clean-up, and the importance of solid collaboration between marketing and sales teams. Amanda generously shares a great piece of advice to all those who'd love to join Marketo, encouraging them to seize this once-in-a-lifetime opportunity.
Amanda Thomas, 5x Marketo Champion, MarTech Speaker, and Marketing Technology Consultant at Etumos
Amanda Thomas - Data Hero Who Chose Marketo for a Reason
"I started my career in sales, and that turned into sales operations and managing the Salesforce instance. I soon picked up Marketo. And that's how I got into most of the data. Why I've given so much time to Marketo and built my career around it is because it has been the best, most scalable, and the best in the sense that you can do anything - from the most simple thing to the most complex thing that you can think of within just one system.
It's been my marketing automation platform of choice for so long. And the community around it teaches you so much for free. You have all these great people to work with and collaborate with to build out those very complex processes that you're trying to get after."
Getting Customer Data Guides the Marketing Assistance to the Sales Process
"We have to attack from the customer view - taking what works, finding out what works today, and who your actual customer is —breaking that down into demographic information (where are they located?) and all of that. But even that firmographic data that you can get on the actual company is really useful. As for backtracking, I think from there, how many data points can you get on that journey from that customer? What do they do right before sales close that opportunity? And what did they do at the start? Getting all that data really guides the marketing assistance to the sales process. Also, any enrichment data and any data that you can pull on intent or actions that are coming outside of your website is gold for sure."
Passing Data from Marketing to Sales Teams is a Challenging Yet Fruitful Task
"We have to collaborate at the very bottom level with sales ops to get those fields created, to pass over information. And then, you're all of a sudden working together in more cohesive areas. Passing the information over to sales allows them to target their outreach emails or whatever tool they use for automated emails.
Getting that information passed over, specifically with the segmentation, nurtures what you're showing on the website. I think having those segmentations and passing them over through alerts or an actual conversation is because we have our nurture like this."
Game-Changing Adobe Marketo Software Features
"The UI has changed, and that's just rolling out more and more to more companies. If you have multiple workspaces, you probably haven't seen the new UI yet. But there are plugins that you can get to enhance the new UI. And there are plugins that will change the color back and a lot of other things. That's something that I think you can look into to make your experience a little bit better and not interrupt your workflow because you're trying to differentiate one thing from another with the gray color scheme.
There is a new feature that is in beta right now. It's a requestable campaign, so basically, it's waiting. Right now in Marketo, you can daisy-chain things together, and one campaign can request another, but we'll wait until that one campaign runs."
A Piece of Advice for Marketo Newcomers
"We want the campaign teams to execute more webinars, more blogs, and whatever is working. A lot of companies stop at the customer level with their life cycle. And I think expanding that to the post customer life cycle, seeing who's the customer is engaging, too. Also, see where sales should be, looking at them, and having a conversation about their contract or a new product or something. Taking care of that funnel all the way through is the best thing that you can focus on when you're new to Marketo. It's going to give you the foundation to prove anything you want to prove."
Clean Data is a Prerequisite for Success
"If you have at your hands what is correct data, what you're implementing is more likely to work. And then, you're more likely to say, 'This is why this works.' And that's because you have good, clean, and accurate data in your system. If you have clean data, it's going to make a world of difference to your team when it comes to planning what to do next and implementing new initiatives."
- Breaking down the customer information is a key to creating a perfect account. Amanda explains that companies should use different strategies to break down the data, sharing some valuable tips for doing it correctly. "My personal preference is attacking it from the customer view - taking what works, finding out what works today, and who your actual customer is, rather than breaking it down from an industry view. It's more detailed into your actual business when you look at the customers that you have today."
- Data segmentation and synchronization is a challenging task. Amanda mentions data segmentation as one of the most common forms of data organization. She focuses on Marketo's specific segmentation challenges, including passing the data from marketing to sales teams. "There is segmentation, and that obviously guides a lot of nurture that happens within Marketo. And I think passing that information over to sales allows them to target their outreach emails or whatever tool they use for their automated emails, allowing them to target in the same way."
- Joining Marketo means focusing on a customer's journey. Amanda eventually shares some valuable advice for those who'd love to join Marketo and become a part of marketing campaign teams. "We want the campaign teams to execute more webinars, more blogs, or whatever is working. A lot of companies stop at the customer level with their life cycle. And I think expanding the post customer life cycle, seeing who's the customer, is engaging, too."