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Chelsea Kiko, Marketing Ops. Manager at McGraw Hill
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Chelsea Kiko, Marketing Ops. Manager at McGraw Hill

By August 17, 2020 March 29th, 2021 No Comments
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Chelsea Kiko

4x Marketo Champion. Fearless 50 members. MUG Co-Leader. 2019 Champion of the Year Revvie Finalist.

Chelsea Kiko is a highly regarded MarTech professional specializing in marketing automation, demand generation, and strategic lead nurturing. Currently serving as the Marketing Ops Manager at McGraw Hill, Chelsea has an extensive record of working with enterprise clients to create cleaner, faster, and more engaged buyer funnels that result in more closed-won deals. Chelsea has successfully implemented creative, technical marketing influenced campaigns at companies like Hileman Group, Current, powered by GE, and PR Newswire.

Chelsea Kiko [Full Episode]

In her episode of #TalkDataToMe – Data Heroes, Chelsea shares her tips and tricks for everything from dealing with data decay and preventing data loss, to implementing forms for marketing campaigns and selecting the right data management tools. This Marketo rockstar also lets us in on a few dirty secrets: her own Marketo data fails, and what they’v taught her over the years.

Clips

Chelsea Kiko, Marketing Ops. Manager at McGraw Hill

Chelsea Kiko [Full Episode]

In her episode of #TalkDataToMe – Data Heroes, Chelsea shares her tips and tricks for everything from dealing with data decay and preventing data loss, to implementing forms for marketing campaigns and selecting the right data management tools. This Marketo rockstar also lets us in on a few dirty secrets: her own Marketo data fails, and what they’v taught her over the years.
Chelsea Kiko, Marketing Ops. Manager at McGraw Hill

Chelsea Kiko's Data Hero Origin Story


Chelsea Kiko tells us about how she started on her Data Hero journey by:
- Having courage to understand the importance data and move from her PR background to run where data took her
- Rethinking how data and marketing solutions are perceived and used within General Electric (GE) in order to resolve their escalating data challenges
- Educating others within GE to understand how following new processes in their marketing and sales ecosystems can align sales and marketing to achieve higher conversions,
Chelsea Kiko, Marketing Ops. Manager at McGraw Hill

Training the Sales Team to Create a Culture for Marketing Operations to Succeed


Chelsea Kiko, a 3 times Marketo Champion tells us how she aligned sales and marketing at GE via three key stages by:
- Identifying the problem where Lead to sales routing was not effective
- Showing examples of how marketing had generated a Lead and then had been effectively converted to a sale
- Gaining endorsement from key players to ensure that all key departments were following a process for the best outcome of the business.
Chelsea Kiko, Marketing Ops. Manager at McGraw Hill

Becoming a Marketo Champion changed My Career


See how becoming a Marketo Champion escalated Chelsea Kiko’s career by providing opportunity to continually learn, gain respect and have others in the industry really start listening to her.
Chelsea Kiko, Marketing Ops. Manager at McGraw Hill

AI as the future for Marketing platforms.


Chelsea Kiko explains how AI is the future for Marketing platforms through automating back end processes to:
- Save time
- Focus effort where value is
- Minimise pain points.
Chelsea Kiko, Marketing Ops. Manager at McGraw Hill

The story of how data won at GE


Chelsea Kiko tells the story of how data won the sale at GE by being used to:
- Tailor content for customers
- Nurture relationships rather than push the sales journey
- Educate customers with relevant information over time instead of closing the deal in a moment.
Chelsea Kiko, Marketing Ops. Manager at McGraw Hill

What can we learn from our data failures?


Hear Chelsea Kiko tell how her own massive data fail could have been avoided by:
- Normalizing data to ensure consistency
- Tailoring processes for working with specific data sets
- Filtering to ensure the right data is used.
Chelsea Kiko, Marketing Ops. Manager at McGraw Hill

Using historical fields to preserve valuable data


Having a text field to preserve historical data is especially important to capture full sales history in a single location. Chelsea Kiko talks us through how this can be done through:
- Appending values
- Stamping
- Tokenizing.
Chelsea Kiko, Marketing Ops. Manager at McGraw Hill

What data management tools does a Marketo Champion recommend?


Chelse Kiko shares with us her favourite data management tools such as Sales Engage & MSI to ensure that the right information can be accessed by the right people when they need.
Chelsea Kiko, Marketing Ops. Manager at McGraw Hill

How to keep data up to date


While there are many tools to help keep data up to date, Chelsea Kiko explains why it is really important for us to:
- Navigate the problem and really understand why the data is that way
- Validate the data before entering it to prevent junk data right at the beginning
- Automate processes to save time and make capturing and retaining quality data easier.
Chelsea Kiko, Marketing Ops. Manager at McGraw Hill

Enable Marketo by Training the Sales Team


Learn from Chelsea Kiko, three time Marketo Champion, the key ways marketing can work with sales for the best busines outcomes:
- Involve sales early to understand how the information gathered from a campaign will be used to make sales
- Build trust by understanding their pain points and working together to solve them
- Collect useful data that provides the most opportunity for conversion.
Chelsea Kiko, Marketing Ops. Manager at McGraw Hill

How to start building trust between marketing and sales


Chelsea Kiko provides these tips on how to build trust between sales and marketing teams:
- Understand that you may not always have the answer
- Research trends to resolve pain points
- Be honest and transparent in how you communicate.
Chelsea Kiko, Marketing Ops. Manager at McGraw Hill

Use forms, but do them right


Forms are great, but not the silver bullet for great marketing and data. Learn from Chelsea Kiko how your forms can have the highest conversion rates with these three tips:
- Don’t just do a strategy, do it the right way
- Use progressive profiling to gather more data as your relationship grows
- Get your form right at the start so that they want to return to you again and again.
Chelsea Kiko, Marketing Ops. Manager at McGraw Hill

Presenting Data & Marketing ROI to the C-Suite


Organisations are looking to understand the value that marketing is bringing. Chelsea Kiko explains why data is so important to show the return on investment to the C-Suite.
Chelsea Kiko, Marketing Ops. Manager at McGraw Hill

Where is the sweet spot transition from marketing to sales?


It is a real challenge to know when the best time is to transition from marketing to sales. Hear Chelsea Kiko’s thoughts on how to approach this through using both high intent forms and research over time.
Chelsea Kiko, Marketing Ops. Manager at McGraw Hill

Are there legitimate reasons to use inflated scores?


Chelsea Kiko provides reasons as to why lead scores are inflated when passing leads to sales including:
- Data from research indicating that a segment a lead belongs to has higher rates for conversion
- Encouraging proactive sales
- Prevention of lead leakage to a competitor.
Chelsea Kiko, Marketing Ops. Manager at McGraw Hill

The key message from a three time Marketo Champion


Hear Chelsea Kiko's key message for success. If you are having problems:
- Look at your data
- Clean it out
- Solve it by bringing in the experts!

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