As part of our Marketo Power User Series, we sat down with Geoffrey Krajeski, Marketing Automation Specialist at PR Newswire, to get his perspective on Marketo best practices along with tips & tricks.
Zak: Most marketers have heard of PR Newswire, but they may not be familiar with your parent company Cision. Can you start by sharing background on the business.
Geoffrey: Cision enables marketers and communicators to effectively manage their earned media programs in coordination with paid and owned channels. Cision owns PR Newswire and recently launched the Cision Communications Cloud™, an All-In-One Media Intelligence Platform, which allows real-time decision making for marketing and communications professionals, leveraging PR Software, Social Software, Global insights and more.
Zak: What is your role and key responsibilities?
Geoffrey: I’m responsible for owning Marketo from a marketing operations perspective, working to train team members and being constantly vigilant on optimization improvements. We have three on staff Marketo certified experts, and we are the group relied on by our broader marketing team. We are the fire fighters our team turns to, before we engage Marketo support.
Zak: How did you get into marketing automation?
Geoffrey: With my last company, I was a project manager and lead marketing technologist. We reviewed marketing automation systems and selected Marketo, back in 2013. I’ve been a Marketo user since.
Zak: Can you walk us through the lead lifecycle at your company?
Geoffrey: We get a lot of engagement in our thought leadership content through our knowledge center, along with case studies and white papers. We have over 170 content offers multiplied by three languages. We have a scoring model which qualifies them, and once qualified they are passed to sales. Marketing and sales have built an SLA to govern this process.
We track leads straight through to revenue, so that revenue can be our key marketing KPI. No fluff metrics here. And by revenue I’m referring to closed won revenue with influence from marketing efforts.
Zak: How are you doing that?
Geoffrey: With each revenue stage, we have a time stamp methodology. We stamp not only the time, but also the most recent content offer they engaged with prior to crossing that revenue stage. This gives us a very rich data set for analyzing top performing content and tying it to the revenue created by those leads.
Zak: What sort of insights have you been able to glean from this?
Geoffrey: It’s helped us understand the true way buyers are engaging with content during the buying process. There is some content that our team thought was more later stage content, which turns out prospects are looking to engage with at the start of their buying process. So it’s shaped the way we’ve targeted our content, and also helped our team to identify gaps.
Zak: That’s really neat. Let’s move to the speed round of questions. How would you describe what Marketo does for you in one sentence?
Geoffrey: It’s an empowerment tool to allow for faster growth and velocity of customers through the funnel
Zak: With what CRMs have you seen Marketo successfully deployed?
Geoffrey: I have worked now on two implementations with Salesforce as the CRM system, though it is possible to deploy to others with such a wide array of integrations and APIs.
Zak: How have you seen customers achieve ‘closed loop marketing’ via Marketo?
Geoffrey: To reiterate what we just talked about -- to do this you need to first and foremost, timestamp everything. For each revenue cycle model stage, stamp both the content offer and the date/time of the latest form fill.
Zak: Do you have any tips to share with other Marketo users?
Geoffrey: Map your content by buying stage, starting with the problems you solve.
And then don’t let your Marketo instance become the wild west. Keep stringent adherence to naming conventions, dating systems, and such.
Also, maintenance matters. If you have smart lists or smart campaigns that you aren’t using, you should deactivate or archive them. They will take up processing power, which will slow down your instance.
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