As part of our Marketo Power User Series, we sat down with Jame Ervin, Marketing Operations Manager for Optimizely, to learn about how she got into marketing automation and get her perspective on Marketo best practices.
Zak: Can you start by telling us about Optimizely and what you do?
Jame: Optimizely optimizes web experiences allowing you to test, personalize and optimize your website to offer a tailored experience for your customers and prospects. I am the marketing operations manager, responsible for Marketo and other marketing systems and processes. I work on a cross-functional customer operations team supporting all of our integrated systems.
Zak: OK interesting, so you have centralized an operations function looking after all of your systems. That begs the next question, which is what does your technology stack look like?
Jame: We have Marketo, SalesForce, Zuora and ZenDesk as the core. SalesForce is the CRM, Zuora is used for quoting, and ZenDesk for support. Some of our additional marketing tools include Optimizely – of course – and Google Analytics, Bizible and Demandbase.
Zak: How did you get into marketing automation?
Jame: I got into Marketing Automation by accident! I was running marketing programs at a company and my budget was limited to only using Google AdWords. I didn’t know if it was actually effective and how effective it was. I wanted to be able to justify the spend and free up budget for other programs by proving what worked and didn’t. I also wanted to make it easier to send leads to the sales team. I thought there might be software to help solve those challenges and ended up using HubSpot and Pardot. I learned a ton, and ended up moving into consulting helping other organizations improve their marketing effectiveness.
Zak: When did you start using Marketo?
Jame: I started using Marketo in about 2011. I used Eloqua and Pardot prior.
Zak: How do you approach your lead generation with Marketo?
Jame: For customers starting to engage with us on the web, whether organic or paid, they land on a page running an Optimizely campaign. This campaign could be an A/B test or a personalized experience based on their company, industry or location.
Once they convert by filling out a form or signing up for a free trial, they are known in Marketo. We use Marketo to track lead behavior and engagement across marketing channels, run our nurturing and outbound email campaigns across the entire funnel, and for campaign execution. Many of our prospects originate as free trial signups, so they are created as users in our product as well.
If they are qualified, we will send the prospect to one of our openers, we call them openers -- you may call them SDRs or BDRs, who are working through their nurturing and qualification cadence.
From there through the sales process, most activity takes place in SalesForce. Once the deal has closed and the customer has signed, they are handed off to our customer success team, and the next set of systems flows.
Zak: With your marketing automation and CRM sync, are you doing a full sync or a partial sync?
Jame: We do a partial sync. We consider Marketo the home for all data relevant for marketing, and there are zillions or fields and objects in there. We are selective around what data syncs over to CRM, and when. We also want to manage that so our sync times between systems are as efficient as possible.
Zak: What are some tips you’d like to share with other Marketo users?
Jame: The first thing I’d say is before launching or building anything in your marketing automation system, spend time on dialing in the business needs and desired outcomes. Sometimes we get so focused on the tool, we forget about the goals.
Another tip and a personal favorite of mine is: document early and often. It is easy to build things and launch them and then a couple of months down the line, forget the how and the why. Documentation makes it easier for you to ramp new team members and for you to understand design decisions later on.
And finally, make templates to save time. Anything that you need to repeat should have a template: content campaigns, event campaigns, web campaigns, social campaigns, systems processes, scoring campaigns, interesting moments and almost everything can have a template. It is always faster to build from templates than from scratch and then you have less to remember the next time around. Pairing this with good documentation will save you time!
Zak: Thanks Jame. And how can people follow you on social media?
Jame: I’m on Twitter @JameAne.
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