April 1, 2021 | Data Heroes
Lauren McCormack, Senior Manager, Digital and Marketing Automation at Neo4j
"Stay relevant and do the most good for your prospects, your customers and your company," is Lauren's marketing motto that she applies on all of her projects.
In this episode of The Data Heroes Podcast, Award-winning senior marketer, Lauren McCormack (Senior Manager, Digital and Marketing Automation at Neo4j) reviews refined product tactics & marketing strategies of her current and previous roles. She provides insights into the world of Marketo, marketing automation, aggregating data sets, and learning how to quantify, measure and optimize for revenue.
Lauren also covers the dynamics between sales and marketing and the importance of viewing your customers as people in a 2-way relationship. She emphasises the need for companies to pay attention to landing the right kind content and messaging, call to actions, and compelling campaigns to maximize ROI.
Lauren McCormack: Data Hero
A Good Data Steward
"I think we just have to be good data stewards, right. It's just like when you integrate a marketing automation with CRM, don't bring everything over just because you can. Don't map every field just because it's there. There will always be a place for marketing ops and it's just a natural evolution. As companies accumulate more and more data, we have to figure out what's actionable and what can't be automated and that can't be phased out. So I think we're the necessary connective tissue that facilitates what's getting passed on to sales as well. So just being a good data steward and evolving along with the amounts of information that we're receiving is the best way to\ just stay relevant and to do the most good for your prospects, your customers and your company."
"A lot of people in the industry are thinking and talking around data warehousing. I think it's going to be such a powerful and transformative industry discussion around how we collect and aggregate data, right. Where we keep it and what we bring in and what we don't bring in and, and how that all flows, and how we make people aware of what we know and how we act upon it. So I think, data warehousing is going to be a really big topic in the industry moving forward."
Customers Are People Not Data Points
"You really need to be able to see your customers as people instead of looking at them as data points. And once you start looking at your data as a manifestation of actual human beings and what they love and what they are, and what makes them tick, it's transformational. I mean, granted you have to clean it. There needs to be master data management. You've got to find the golden record. Make sure that what you're looking at is an accurate representation of people instead of being theoretical and hypothetical. When you start thinking about them as human beings, that perhaps do you have similarities and commonalities; the path becomes much more clear."
"Back when I was working with Dave Lewis and the dimension crew, when I first came on board, they were mainly an eloquent shop. There was one brilliant woman before me, I was the second Marketo hire on the team. I remember consultative kinds of questions when we were doing discovery calls, maybe sometimes presale discovery calls, or onboarding and kickoff calls. We'd often ask; rate the quality of your data on a scale of 1 to 10. One being horrifying and ten being perfect. And no one ever went higher than a six. I think everybody knows that inherently data comes with messiness."
- Validate Human Beings. Lauren knows it’s important to see your customers as people instead of simple data points. Viewing the data as being an accurate representation of people instead of being theoretical and hypothetical, makes data powerful. Lauren aims to empower those that she communicates with and relate to them on a human level, through similarities and commonalities. This strategy enhances the customer experience and improves brand image."Validating what you think you know about data categories, personas, segmentations, validating what you think you know instead of keeping along what you've done, what you've always done, and what you should do. Go through a personal exercise where you actually validate human beings. I think that's always been really helpful."
- Solution Selling. Lauren strives to apply her solution selling methodology to profiling businesses with data to ensure the right data is being targeted. By engaging accounts with targeted empathetic content and messaging can mean the difference between closing a sale and losing a customer to a competitor. "I mean, if you don't design messaging and content that feels like you're talking at someone, but rather than you talking with them, suddenly you're in the drift model. You're in that CQL conversation, qualified leads sort of school of thought where instead of just trying to move people through a marketing funnel without touching or talking to them suddenly you don’t progress."
- AmberLeaf. During her time working at Amberleaf, Lauren found herself working on a unique challenge project at Keurig. Lauren found herself aggregating data from disparate sources that dated back to the 80’s. She sorted through QVC, Walmart and Corporate orders in search of actionable data to work with. "And we needed to aggregate it all in the early days of recommendation engines, to be able to find a, a single source of the truth when it came to their customer data and B to be able to be prescriptive to those customers. At the end of the project we had this wonderful recommendation engine that actually impacted ROI and quickly."
- Beta testing for optimization. Lauren got her digital and marketing automations skills working with brilliant legends of the industry, like Bridget and Jeff Koresh. She gained experiences by completing online beta testing offers on iconic brands of the time. "We would take paid media tests and just build out a website and see if indeed those offers could be optimized for a nice high, average ticket that would result in millions and millions of dollars sometimes, over a really short period of time. We would continually optimize, right. So, it was like the ultimate test lab where you would see what worked.
- What colors worked best
- Adding a ‘get started now’ or 'try it now' button
- Changing the URL name
- 'Buy product' versus 'get product'
We would see what really tiny little tweaks you could make that would boost revenue. I mean, what a fun experiment!"