As part of our Marketo Power User Series, we sat down with Paul Wilson, Solution Architect at Perkuto, to learn about how he got into marketing automation and get his perspective on Marketo best practices.
Zak: Paul, could you start out by telling us about Perkuto?
Paul: Sure, Perkuto is an agency focused exclusively on serving Marketo customers. By focusing on Marketo, we have a great depth of talent, experience and best practices to bring to bear for customers.
My role is a solutions architect, which means I get into the back end of the organizations we do business with, and help them get Marketo operationalized and integrated to meet their goals.
Zak: I want to hear more about those goals, but before that can you share some of your background and how you got into marketing automation and Marketo?
Paul: Believe it or not, I started in sales. Way back in the late 1990s I was in high tech sales, I was managing inside sales teams, and pushing on CRM admins for features and functionality that I knew were possible but not in the implementation.
I eventually muscled my way into a role on the admin side. Later, in 2006, I had the chance to become my own consultancy around sales and marketing technology. I was an early adopter of HubSpot, and also worked with VTrendz which later was bought by Silverpop.
Then in 2009 I had a customer bring me in to help with Marketo and I’ve been working with Marketo ever since.
At Perkuto I’ve had a focus on Marketo customers who are also using Microsoft Dynamics for their CRM.
Zak: You talked about working with customers to help them meet their goals. What do those goals typically look like?
Paul: The main motivator is the ability to do more intelligent marketing. As a platform, Marketo allows marketers to score behaviors, track behaviors, and frame the content that they are targeting to their audience. So you become more tailored – you’re talking to prospects about the products they are interested in.
I also see a significant untapped opportunity for organizations with their customer base as well. For some customers we’ve done a customer score that measures customer engagement, which would include some combination of support interactions, sales interactions, engagement with content and product interactions.
There is three-fold value to doing this: First off, the support team knows where a customer stands when they need to engage with them. Are they basic or advanced? The score also can be used to provide intelligence around renewals and the likelihood a customer will renew. And then lastly it can guide upsell and cross sell. If a customer is engaging content on another product that they don’t currently own, that represents a potential opportunity.
Zak: That’s some good stuff Paul, that’s a real opportunity for so many companies to better leverage their customer base.
Let’s shift to tips for Marketo users, do you have a few tips you’d like to share?
Paul: My first tip is create a library of template programs – webinars, email nurture programs, those sort of things.
Zak: Absolutely, we’ve heard that from many of the power users.
Paul: My next one is to not go too crazy with over engineering your rules in Marketo. We have one customer where there is a program, requesting one of nine other programs, and then those programs are calling others. It becomes this spaghetti that ends up not running particularly effectively and becomes a nightmare to manage.
So what we’ve done is work to streamline those into as few rules as possible, and as few programs as possible. Look to travel the shortest distance, if you can make a set of rules less and shorten it, it will run more effectively in Marketo and be easier to maintain.
Zak: That makes a lot of sense. And we have time for one more tip?
Paul: My last tip is for users of Marketo with Microsoft Dynamics CRM. Marketo offers a native connector that provides core syncronization functionality. That connector is sufficient for ensuring that those two platforms have a functional link and work together. For Marketo with DCRM clients with requirements such as assigning tasks to reps or changing owners I recommend that you look to a third party product like Bedrock Data to sit between Marketo and Dynamics and make the integration more functional and more scalable.
Zak: Thanks for the shout out Paul, we appreciate it.
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