As part of our Marketo Power User Series, we sat down with Dan Radu, Principal MarTech Consultant at Macromator, to learn about how he got into marketing automation and get his perspective on Marketo best practices.
Zak: Can you start by telling us about Macromator and your background?
Dan: Clients partner with us to get the most value out of their investment in marketing technologies and CRM. We are also able to run enterprise marketing operations on a global scale.
I founded the company to help organizations align their marketing activities with the sales processes. Freelancing quickly turned into agency work and now we run global marketing operations for large enterprises. Some of our customers include Fanshawe College and Genesys Telecommunications Labs, Upland Software and Volaris Group.
Zak: How did you get your start in marketing automation?
Dan: I started out in the CRM world, and initially worked on trying to integrate several marketing automation systems and CRMs. When I discovered Marketo, I was quickly impressed with its enterprise capabilities and features. I was drawn to it based on how it could help companies scale their marketing operations and empower marketers to do great marketing on a global scale.
Zak: What are you seeing as some of the keys to success for companies to get the most out of marketing automation in general and Marketo specifically?
Dan: My framework for success is strategy, technology, people and processes. Using Marketo and a CRM requires a sales and marketing strategy in place, and then backing that up with the technology know-how, clear roles and responsibilities for everyone involved and new processes to follow. I’ve found these to be the foundation elements of a modern marketing department.
Zak: Let’s get to the meat, as a long time Marketo power user, can you share some of your top tips and tricks for success?
Dan: A huge key to Marketo success is how you structure and manage your Marketo programs. It starts with clean naming conventions and folder structures. You want your naming conventions to be something that will make sense in reports, and also reflect the date and geography of your programs for example. And then build out program templates so that you have standards in place for each of your types of programs.
Then I have to give a huge shout out to program tags. It’s a great way to manage your meta-data at a program level for reporting later on.
Zak: What are some of the common tags you’re managing on programs?
Dan: So start with geography, and then a product or solution area. Others that I recommend are tagging the offer type, so for example blog, case study, data sheet, demo, infographic, etc. And then also tagging the objective of the program, so this could be a picklist with acquisition, awareness, cross-sell, relationship building, etc. Filtering your reports with these tags will give you some neat insights. Check it out!
Zak: With all that great info you’re collecting, how are you then typically reporting on your campaigns?
Dan: One of the big challenges with campaign or program reporting is how do you roll up that data? One thing we’ve done for customers that has worked really well is set up a custom SalesForce object called a Marketing Program, which becomes a grouping for individual SalesForce campaigns which are the individual marketing activities within a specific channel. Then that marketing program can roll up data across the individual SalesForce campaigns and include costs, members and other specific data.
Zak: I could see how that would be very powerful. To wrap up Dan, how do folks follow you on social media?
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