As part of our Marketo Power User Series, we sat down with Pierce Ujjainwalla, Founder of Revenue Pulse & Knak, to learn about how he got into marketing automation and get his perspective on Marketo best practices.
Zak: Can you start by giving some background on your two companies.
Pierce: I started Revenue Pulse back in 2013. I was still on the client side at that point and getting a bunch of Marketo consulting requests. I got so busy that I turned it into a full time business. Our clients include Panasonic, Trend Micro and NVIDIA. We go really deep into the power of Marketo, including global implementations and advanced program builds.
Zak: And you have a second business as well?
Pierce: Yes – knak. The way that came about is we were doing a lot of custom templates for Marketo customers. And each project would take one to two weeks and it could get a little pricey for some customers. So we instead built a product so that customers can easily build Marketo email and landing page templates all on their own, without having to hire an agency or a freelancer.
Zak: You’re a four-time Marketo Champion. Can you take us back to where it all began? How did you first get into marketing automation?
Pierce: It goes back to my first job where I was doing some marketing for a local Microsoft partner. And the first time I saw email reports I was amazed – I could see stats like who opened the email and who clicked it. That was mind blowing to me, as prior to that we were sending letters and we didn’t know if people were receiving them let along opening them. Then later on [in 2007] I was working for Cognos, which was an early adopter of Eloqua. We were the largest Eloqua-SalesForce instance at that time, and I was an Eloqua power user for about three years.
Then I went to a startup that I didn’t have any marketing automation, and I led and implemented Marketo there. Well the rest is history.
Zak: Let’s touch on a couple topics before we get to best practices. What do you see your customers doing for closed loop marketing reporting?
Pierce: I see it as three phases. The first phase is make sure you have good data in your systems. You need to build programs the right way and setup the right tags like channel tags. When we start with customers we often see this needs to be fixed as the first step. As a second phase, you get reporting from Marketo’s RCA (Revenue Cycle Analytics) and/or Salesforce. And then as a third phase you’re leveraging a tool like Tableau for deeper drill downs, and dashboarding tools like Klipfolio to get more real time visibility.
Zak: Do you have any neat Marketo integration use cases you can share?
Pierce: Absolutely, we are always pushing the bounds with customers. One of our customers has integrated their SaaS trial with Marketo, and they are getting great intelligence around product usage to inform their lead scoring based on how active someone is with their application.
Zak: OK so four-time Marketo champion, I’d like to get one Marketo tip for each year you’ve been a Marketo champion, so that’s four tips.
Pierce: OK, I’ll do you one better, I’ll make that five tips, ok?
Zak: Even better, go for it.
Pierce: The first tip is around integrating Marketo with your website. Although it’s not going to be the preferred approach for most web developers, the best way to do that today is to iFrame in your Marketo form, because if you embed the form then you will lose Marketo’s valuable form pre-fill functionality.
For my Tip #2, I’ll go with making sure you always use time stamps in your lead lifecycle for stage advances. It’s going to give you a lot of flexibility down the road to do reporting and understand trends around lead velocity.
For Tip #3, and you’ll like this one Zak because it’s in your wheelhouse, I always recommend doing a full sync between your marketing automation and CRM. It’s going to give you benefits including minimizing duplicates, better visibility and easier troubleshooting – all are improved if you have a single unified database vs. scattered databases.
Zak: Yes, those are some good points. We’re going to be putting out more content soon on Full Sync vs. Conditional Sync considerations.
Pierce: OK so now tip #4. Here’s a plug for using fluid hybrid emails for your templates. It’s an email development method that doesn’t use media queries. Since media queries aren’t supported in Outlook or Gmail, it’s the best way to build responsive emails across all devices and email clients.
And then for a bonus tip #5 I’d go with using program statuses across all of your programs. It’s the right foundation for proper program success reporting through Marketo.
Zak: Ok thanks for the bonus tip and thanks so much for the time today. We appreciate all the insights and even getting that bonus tip.
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