May 6, 2021 | Data Heroes
Courtney Tobe, Manager of Marketing Operations and Automation at AvidXchange, Inc.
"How do we talk about data? And how do we understand it?"
"How do we talk about data? And how do we understand it?" In this episode of The Data Heroes Podcast, Courtney Tobe (Manager of Marketing Operations and Automation AvidXchange, Inc.) strikes up an interesting conversation about the strategic account approach and the best way to look at data relevant to the customer journey. She also talks about her day-to-day campaign operations, her role shaping their go-to market strategy, and the customer experience.
"We have implemented an intelligent lead routing tool to do a better job of improving the overall prospect and customer experience," says Courtney. Empowering customers with a consistent experience can boost sales, and that’s where a data orchestration platform like RingLead really comes in.
Courtney delves into the importance of data health for streamlining business and alignment of sales and marketing. "You have to be able to start with your data in a really good place in your CRM system to effectively do account-based marketing."
Courtney Tobe: Data Hero
The Power of Marketing Operations
"Part of the work that I really love is just seeing how marketing operations, one small little team in an organization can really help shape the overall growth of the organization in terms of how we're streamlining processes, building efficiencies and just helping data flow in a more seamless way across the entire organization."
Lead Scoring Model
"Cleaning up that data that we have in both organizations in Salesforce is a huge initiative that we are working on today. Figuring out how we build out a scoring model for our accounts, but also we're working with our data science team to try and figure out how to build a MQL-like regression model that we can use for scoring within Marketo. We're mostly using just the Behavior Lead Score with some demographic functionality. But we’re also looking at existing customers that we have and identify who they are earlier in the journey. That type of lead scoring model is a big initiative we're focusing on right now. And then of course, Account Based Marketing, you know, that's been a really hot topic over the last couple of years, and I would say we're really in the early stages of rolling that out at AvidXchange."
Unique Customer Journeys
"We have implemented an intelligent lead routing tool to do a better job of improving the overall prospect and customer experience. So that if someone new does come in through a form or a trade show or webinar or anything like that, they're not getting routed to a new person every single time. So that's a huge piece of that Lead to Account identification."
Data, Salesforce and Targeted Messaging
"We're very vertical heavy in terms of how we go to market. So trying to identify earlier on in the journey, what bucket this prospect falls into so that we can send them more relevant, more targeted messaging and better nurture them along the journey. This is a huge focus of what we do in terms of data. And a lot of that comes from Salesforce. It comes from appending data via ZoomInfo progressive profiling that we use on our forms. So that's another big piece that I would say we really focus on."
A Dedicated Team Member for Emails
"I would say the email - a piece of a marketing automation tool - being very specialized in that is not always the same skill set, right? Just like the Marketo admin. And so that's a business case I built last summer internally. It was about why we needed someone on the marketing operations team and the digital marketing team solely dedicated to email. Because in the COVID world, we scaled our email marketing, like five times of what we were doing before. And so we now have a dedicated person on our team to really pay attention to those deliverability metrics. She was the one who suggested a tool like Zero Bounce and is monitoring that closely."
Direct Mail Strategy
"You get so many emails and email is an effective, wonderful tool. But when you combine email with a direct mail strategy, I really think that can take your campaign to the next level. You get higher response rates and it helps you stand out overall. You can use things like your lead scoring model to assist in a trigger-based direct mail piece when someone's engaged a certain threshold. This is where you can be a little smarter and more tactical and with whom you're marketing to by direct mail. Because you know, it is a more expensive tactic than an email campaign."
- Marketing Automation Workarounds. Being Courtney’s very first Marketing Automation platform, she is very familiar with Marketo. However, since working at AvidXchange she has struggled using Hubspot. Courtney had to develop work arounds for issues she could have just as easily solved in Marketo. "I’ve used Marketo now at four different companies and AvidXchange was the first place where I went into the role not working strictly out of Marketo -they were working out of HubSpot at the time. For me, it was really a big challenge because a lot of just the easy day-to-day things that I was used to being able to leverage in a Marketo were not easy to do in HubSpot."
- Data Clean-Up Initiative. Courtney and her team are in the early stages of a huge cleanup initiative to help transition to an Account Based Marketing model. The process has several issues, Courtney says they need alignment of sales and marketing to effectively transform and perform a data cleanse. "So we're working out of that Lead Object, and that can create some issues: leads are converted to a contact, duplicate lead records of an existing contact, leads not associated to an account, or account owners don't match the contact owner. And so a lot of just foundational cleanup work has to happen on both the growth operations side. It's truly a big partnership effort with Sales Ops and Marketing Ops. And we're in the thick of it all right now."
- The Right Tools for a Consistent Experience. AvidXchange have recently utilized an intelligent lead routing tool, "So that if someone new comes through a form, trade show or webinar, they're not getting routed to a new person every single time." Her team has been using this tool in combination with an email auditing platform, ZeroBounce, to help provide a consistent experience and improve prospect and customer journeys. "If every single time you talk to the company, you're talking to someone different, you have to tell your story over again." However, Courtney says that better customer experience is dependent on data health.
- Building a Business Case For a Data or MarTech Solution. Before deploying a new technology, Courtney researches three or four vendors to see if they meet and understand the specifications that AvidXchange requires. To ensure every necessary team member and stakeholder leveraging the tool has a say, Courtney holds internal meetings to better understand their requirements. "What they need, what things that might be of service to them that I might not necessarily be thinking about. Operations too. I try to get all of those down and even put together a checklist or a formal RFP requirements document. Then circulate that with all of those stakeholders to make sure that we're all on the same page in terms of what we're looking for."