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How to Fix a Marketing Database Snafu
Did you just experience a data snafu? Did you just use a few other choice words for what happened? You aren’t alone. Every day, marketers, marketing operations staff, and business analysts hose their...
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Expanding Marketing Automation to New Verticals
Today I had the privilege to speak with Alex Polamero, Director of Marketing Automation at The Lewis Group of Companies. Alex is a Marketo Certified Expert as well as a demand generation expert....
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The Marketing Technology Maturity Model
This week the folks at Beachhead Marketing pointed out an interesting article from Chiefmartec describing the Ascend2 report that 9% of firms are fully using their marketing tech stack. This is the...
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Marketing Automation Relies on Permission Marketing
Permission marketing is the foundation of all marketing automation. Without permission from interested members of your audience, you are effectively blocked from direct marketing on the internet....
View ArticleAccount Based Marketing Operations
With Account Based Marketing (ABM) all the sensation the past few months, I had to consider how ABM would work with marketing operations now that there is clamor to shift the burden from Sales to...
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HubSpot Marketing – Updated Review
In May 2014, I posted a review on HubSpot’s Marketing platform. The review was the culmination of several months of testing and discussions with HubSpot staff. Since I approached it as a competitor to...
View ArticleThe ROI of Marketing Automation
In recent posts, I have discussed that the ROI of marketing automation, and martech in general, boils down to time savings. Most vendors, however, rarely discuss the time saved through automation...
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How to Test in Marketing Automation
As you gain experience with Marketo, you will build increasingly complex flows to manage leads as well as to nurture them. Marketo, in essence, is a rules engine. You decide the rules for your system...
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How to Test Like a Pro in Marketo
Last time we reviewed Nine Techniques For Testing in Marketing Automation platforms. The examples were a bit skewed to Marketo, just like today’s post. Remember, these techniques can likely be applied...
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Fun Things to Put In Your Marketing Automation Instance
Today, we will explore how to run special campaigns to improve your instance. These are fun tips to ensure your instance is full of surprises and runs super smoothly. Experts only! The CEO Message Ever...
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The Nurturing Waterfall Framework
Lead Nurturing, or even Account Nurturing, has been a long established “must do” for B2B Marketers. Instead of a salesperson constantly sending useful content to top leads, the marketer can do this at...
View ArticleThe Rise of the Marketing Developer and Systems Integrator
During the 2016 Marketo Summit, I had a couple of interesting conversations with my colleagues and with consultants regarding a potentially new discipline of “marketing devops” or “marketing...
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Automate Email Reply Management with Siftrock and Marketo
Since I started using Marketo, I’ve seen quite a few people ask if Marketo can automatically handle Out of Office replies to mass emails. Email replies can be mined for valuable list building details,...
View ArticleMarketing Automation Salaries 2017
It’s been nearly nine months since my last update on this topic. In this quick post, I’ll talk a bit about the salary information I’ve seen recently. There are increasing data points related to...
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Marketing Operations Team Size Calculator
At the behest of Grant Grigorian and Kristen Malkovich, producers of the Architect’s Garden MOPs podcast, we are providing you with a “Team Size Calculator.” Despite all of the helpful blog posts on...
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Open Source Reference Data for Marketers
A little secret about this site – one of the top pages since 2012 has been the Global 2000 data page. People are constantly looking for a clean data sheet of standard data, or what financial firms call...
View ArticleEnforcing Contact Roles in Salesforce
A constant refrain we hear is, “How do I enforce Contact Roles in Salesforce so I can properly attribute revenue to my marketing programs?” It’s hard! Salespeople are focused on the money. They aren’t...
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Don’t Waste $100,000 on Marketing Automation
There are tons of articles on why Marketing Automation is amazing and will “transform your business.” There are also plenty of articles out there on why marketing automation fails. While quite a few...
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5-Step Solution for False Click Links in Email
The Great Spam Click Bot War Over the past year, we’ve all seen erratic click activity on our emails, caused apparently by Email Security Servers like Barracuda clicking on one or more links. The link...
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A Conversation with Edward Unthank of Etumos
The Founder of Etumos shares how he first got involved in the world of Marketing Operations and Marketing Automation (specifically Marketo), and the journey that led him to take over the reins of...
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