All posts by Kelsey Moen

In our last blog post we covered the Marketing Automation Progression Model, detailing the phases advancing marketing teams go through when leveling up their marketing strategy. 

For this post, we’ll dive into Phase 0, which often starts before any automation even comes into play: Experimental. 

Often organizations come to us with a vision and a reality check. The vision is marketing dominance, with a clear dotted line showing the influence of a specific marketing campaign to closed business. The reality? Something far murkier. 

Sometimes it’s misaligned sales and marketing teams getting in the way. Other times it’s processes that do not tie into systems across the full MarTech stack. Sometimes it’s simply a lack of clarity around strategic direction or a lack of understanding of the tools and tactics to get you there. 

Whatever the challenge, in order to progress to advanced marketing automation, you need to get your teams aligned under a more efficient, strategic approach. That means your marketing leadership needs to commit to moving beyond batch and blast campaigns, aligning goals with sales leadership, and investing in the technology you need to drive demand.

Once that commitment is there, you’re ready to get started with the experimental phase of the model. You’ll start by outlining 6 items:

  1. Goals
    Your team needs to align, across marketing and sales, with what success looks like for your marketing automation campaigns.

  2. Belief in the Possibilities of Automation
    Automation is going to power your more advanced marketing campaigns, so you’ll need to make sure you have the internal commitment (in budget, time and resources) to get the foundations built.

  3. Team with Technically Curious Marketers
    The people behind the process and technology are arguably the most important piece to successful marketing automation. Without the expertise and muscle to drive your strategy and tactics, you won’t be able to bring advanced marketing campaigns to life.

  4. Campaign Initiatives
    Start with an idea of what you want to achieve in your marketing programs on a campaign level for more detailed campaign KPIs.

  5. Content Strategy
    In order to fuel the success of these campaigns, you’ll need to map out content that aligns to your sales funnel and overall goals.

  6. CRM Database and/or Target Accounts and Customer Lists
    Without an audience to target, you’ll have no one to send your campaigns to, so a clean CRM database and/or target accounts list is key.

If you are new to marketing automation or lack marketing automation experience on your team, make sure to secure a partner to navigate through the experimental process so you can lay a strong foundation for the rest of your marketing campaigns. 

In Leadous’ Marketing Automation Progression Model, we support your team through this phase with key services including Campaigns On-Demand and Automation Evaluation to give you the foundational components and data supported metrics to build a strong case for the investment in automation that will measure the success of your demand generation efforts.   

For more information on our Marketing Automation Progression Model, contact Leadous

All posts by Kelsey Moen

Adobe’s Marketo Engage was recognized (once again) as a Leader in the Gartner Magic Quadrant for CRM Lead Management.

“Adobe’s Marketo Engage solution focuses on multichannel lead management and ABM, with a growing array of AI-enabled capabilities to support content selection and personalization recommendations.” (Gartner)

Specifically, Gartner pinpointed three areas where Marketo Engage stands out as a leader:

  • Robust Platform – Marketo Engage offers a “complete lead management” solution
  • Positive Overall Experience – Flexibility and overall customization gave Marketo Engage high customer ratings on Gartner Peer Insights
  • Marketing and Sales Strategy – Adobe’s robust partner network gives Marketo Engage customers the type of guidance they need

For more on the Magic Quadrant Leader, read Gartner’s full report here. Congratulations Adobe!

All posts by Kelsey Moen

Leadous is excited to announce that Katie Kartak, Campaign Strategist at Leadous is our newest certified Adobe Campaign Business Practitioner!

After passing the certification exam showing comprehensive ability across campaign management, workflow management, data management, delivery management, reporting, and administration, Katie will now bring a full suite of proven Adobe campaign skills to the Leadous team. 

We’re excited to congratulate Katie on her certification, and even more excited to offer another level of Adobe Campaign experience to our clients.

If you’re interested in learning more about what Katie is working on with Adobe Campaign and how that can help your organization, contact Leadous!

 

All posts by Kelsey Moen

With nearly 169,000 hours of webinar content viewed in April 2020 alone (just on the On24 platform), it’s clear that webinars are back and more engaging than ever before. And as we outlined in our latest post, webinars are here to stay. 

If you broadcast a webinar and no one watches it, did it even happen? More people are viewing webinars than ever before. Plus technology is making webinars easier to produce than ever before. So what key considerations do you need to make to build a successful webinar that people will actually attend? 

Just like an email campaign that no one opens or clicks, no one wants to spend time executing a poorly attended webinar. Here’s 5 tips to help you make sure you build a successful webinar.

Choose the right topic for your audience

This one might be a no brainer, but make sure you’re picking a topic that your audience actually wants to hear about! Of course you want to make sure that topic aligns with your business goals, but if everyone is hosting webinars on the same topic, how can you ensure your audience will pick yours to attend? Go to social media, google analytics, and pay attention to the topics and trends. Check out any recent surveys you’ve published, talk to your customers, inspiration is right at your fingertips!

Use the amplification tools in your kit

Don’t just send one email invite and expect the attendees to come flooding in. As with an in person event, amplification is key. Take advantage of all your channels: social media posts, website banners, advertising, blog posts, email newsletters, thank you pages, even other webinars can cross-promote each other! And don’t forget your best amplification channel, your employees. Make sure you’re communicating and offering them ways to easily share and extend your webinar to their networks.

Make sure you have the right speakers

One of the biggest draws to your virtual event, beyond the topic, will come down to your speakers. Obviously the right subject matter expert is going to tie directly into who is the expert on your topic. Before you jump straight to asking your trusty sales person to talk about your product/service they know inside and out, make sure you consider all your options. There’s a time and place for sales experts (like giving sales best practices!) but if you can present a webinar where a customer talks for you, or your CEO gives her perspective, you may give the webinar the credibility it needs to reach a wider audience. 

Don’t be afraid of the last minute registration

In On24’s latest report based on April 2020 data, 75% of registrants sign up in the week of the webinar. While long tail, multi-channel promotion strategies are key to building your audience, make sure you take your promotions all the way through to the webinar. Much of your audience may build in the last few days before the webinar begins.

Take advantage of marketing automation to pull it all together

The key to building seamless webinar promotion campaigns is often a marketing automation system running it all behind the scenes. As you’re building out your promotion strategy, circle back to how your marketing automation system can help it all scale. From tracking all your promotional channels, to running the webinar registration and follow up, marketing automation platforms like Marketo can make it all a simple process. 

With more and more marketers relying on virtual events for the foreseeable future, these best practices, and many more will help make sure those webinars are a success. If you’re looking for help building out your webinar strategies and linking to your marketing tech stack, drop us a line, we’d love to hear from you.

 

 

 

 

All posts by Kelsey Moen

Your audience list is carefully curated, your email flow steps are ready to fire and you’re just one click away from sending your next impactful email campaign… but wait, is there something preventing your hardwork from ever seeing the light of the inbox?  

After putting the time and effort into building out your email campaigns, the most important factor is that your email actually makes it to your subscriber’s inbox. Without ensuring that, your catchy subject line and beautifully designed HTML simply won’t matter. 

Below we lay out key steps to optimizing your email deliverability and maximizing your reach by covering three key areas you should know about email deliverability:

  • What deliverability is and why it matters
  • Major factors that affect deliverability and how marketing automation platforms can help with some of the heavy lifting
  • 7 best practices you can implement to improve your deliverability 

What is email deliverability?

You can’t improve email deliverability without first understanding what it means. Often when we think about email deliverability we consider the email delivery rate (ie 98% emails delivered). 

Deliverability is the rate at which emails arrive at the inbox, not just those emails that are delivered. The difference here is important. Your emails can have a great delivery rate, and still not be making it to the inbox. 

Maybe only 2% of your emails are bouncing, but actually an additional 10% are making it to the Email Service Provider (ESP) server and then being pushed into a SPAM folder. Sometimes deliverability rates can block out entire ESPs. For example, if gmail flags you, all your emails that are currently sent to a gmail inbox could be going to SPAM, which may equate to a significant portion of emails that will never be read by your subscribers. 

ESPs and IT teams are always on the lookout for SPAM to keep emails out of subscribers’ inboxes that they deem irrelevant or potentially a security risk. If your email is flagged as SPAM continuously, this potentially significantly lowers your deliverability rating and can further damage your sending reputation. 

Why deliverability matters

You’re most likely not coding, designing and meticulously writing and proofreading emails just for fun, right? 

You (or your marketing team) are most likely creating emails with a purpose: upsell a new product, announce an upcoming webinar to get more attendees, overall provide value to your subscribers. 

If your emails look like they’re being “delivered” (not bouncing) but they’re never actually making it to the inbox, your subscribers never get the chance to engage, and you just wasted a lot of effort for an email that will auto delete in a SPAM folder in 30 days. That’s not going to get you closer to that upsell goal, or that webinar attendance goal. No one wants that!

Major factors that affect email deliverability

So it’s clear you want your emails delivered to the inbox so you get the chance to meet your marketing goals. 

There are a few hoops your emails need to jump through first in order to get there. You can distill the inbox deliverability of your emails down to three areas: authentication protocol, reputation and email content. 

Authentication Protocol

The first step of deliverability is confirming that you are who you say you are. ESPs use Sender Policy Framework (SPF), Domain Keys (DKIM), Reverse DNS and Domain-Based Message Authentication, Reporting, and Conformance (DMARC) to verify your sender identity. These protocols prevent spammers from forging your email address and passing off messages on your behalf. 

SPF and DKIM can be configured with most major market automation platforms (including Marketo, the platform we use, support, and love at Leadous). If you’re sending high volumes of email, go through this process (you will likely need the help of your Network Administrator) to configure and prove your sender authenticity. 

Reputation

Your reputation is the next factor in deliverability. This is calculated based on how trustworthy your emails are to subscribers. A number of factors play in here, including whether your IP has been blacklisted or reported as spam, the percentage of bounces in your email list, and engagement levels of your subscribers. 

You can use tools like https://www.senderscore.org/ to closely monitor your reputation metrics. Sender score will look at your IP address’s “sender reputation including spam complaints, how many unknown users you email, if you’re on any industry blacklists, and more.” By keeping an eye on all these factors, you can more closely hone in on where you may need to improve your deliverability strategy for reputation management. 

Email Content

The last factor affecting your email deliverability is the actual email content. Whereas authentication protocol and reputation are partly out of your control and up to ESPs and subscribers to determine, optimizing your emails for deliverability is 100% within your control. 

Optimizing your email content for deliverability involved avoiding spammy subject lines (a lot of punctuation and capitalization is out; clear, simple language is in). Everything down to the images, content, links and code making up your email are analyzed for a deliverability rating. 

How Marketing Automation Platforms Help With Deliverability

As a Marketo Engage platform partner, we’re going to focus on the best-in-class features Marketo has, but we can confidently say that many marketing automation and email marketing platforms have some type of email deliverability support. 

Talk to your marketing automation platform provider about their deliverability features. Many platforms have built in tools to test your emails for clean code and images or subject lines that could get flagged as spam, and even help you preview your emails across different ESPs to make sure it’s rendering correctly. For Marketo customers, check out this article on the email deliverability features they support. 

Best practices to improve your deliverability 

  1. Institute a deliverability initiative 

Improving your deliverability starts by taking up a clear initiative to monitor, manage and improve on existing deliverability. Make deliverability a central tenant of your email marketing strategy, not a side project that you look at for a month and never look at again. It’s an ongoing process. Create a standard email deliverability checklist that you can go back to for every campaign. Set recurring checkpoints to go back and monitor success. 

  1. Clean your data 

Much of your deliverability rating will come back to the quality of your subscriber lists. If a significant portion of your lists are unengaged, this will lower your deliverability rating. Consider archiving subscribers who haven’t engaged in 60 or 120 days, or simply segment them out for a “last chance” nurture and allow them to choose whether they re-opt in or not. Keeping stagnant subscribers in your lists who never open your emails sets you up for possible spam flags and lowers your success rate.

Sidenote: cleaning your lists also means taking a look at where you are getting your subscribers from. Stop buying lists. We’ll say it again, stop buying lists! Purchased lists (with no verified opt in) can seriously harm your deliverability with spam traps at worst, and will likely be completely unengaged from your emails anyway, also harming deliverability ratings. 

  1. Segment your audiences

Related to cleaning up your audience data, also consider more detailed audience segmentation. How can you ensure that the emails you’re sending are going to subscribers who will be interested and engaged? 

As an overarching example, if you have an event that is only available in a certain area – are you segmenting your audience invite list to the targeted geography? 

More granularly, when you opt in new subscribers, are you asking them what subcategories they’re interested in? Segmenting your audiences and campaigns allows you to keep your content relevant, increase your engagement, which improves your deliverability.

  1. Create engaging & personalized content 

This one seems like a no brainer, but it needs to be said. Subscribers opted in at some point to receive emails from you, so please, make sure that you’re sending the emails that they asked for!

 Keep your messages clear and provide actual value related to your business. Don’t take advantage of their trust, you’ll only receive unsubscribes, disengagement, or worse, SPAM complaints as a result. 

By taking the time to be thoughtful with your email strategy, you can ensure your subscribers will be glad to see your email hit their inbox. 

And don’t forget to test your emails before you send them. Use tools like Litmus or others included in your marketing automation platform to evaluate your deliverability rating and make sure your emails will render right across ESPs. Don’t lose subscribers from simple fixes you could’ve caught if you had just spent a few minutes testing before sending. 

  1. Launch a Preference Center 

You may not want to think about the audience members you want to unsubscribe when you’re building out your email programs, but your subscribers really need a clear way to unsubscribe. You’d much rather have an unengaged reader unsubscribe than just become unengaged or hit the SPAM button–both of which will much more negatively affect deliverability.

Beyond a clear path to unsubscribe, consider launching a preference center to help your subscribers customize their email experience with you. Let them choose subcategories they’re interested in or email frequency. It just might be what you need to get them re-engaged and subscribed to your emails! 

  1. Send consistently and not too often

Don’t overwhelm your subscribers with too many messages, you don’t want to lose their trust or interest by bombarding them with messages! Plus, if your subscriber has 4 emails in their inbox from you to wade through, chances are they will ignore some, affecting the engagement rates of those emails.

Email deliverability can also be affected by the timing of your sends. Sudden large increases or drops in email sends can negatively impact deliverability. This became an issue during the beginnings of the COVID-19 pandemic, when suddenly brands were sending massive amounts of emails to all their subscribers. Create an email sending schedule (it can be the first thing you implement with your deliverability initiative!) and stick to it. 

  1. Monitor… and then monitor again!

As you implement more best practices, your deliverability should improve, but it’s a constant ebb and flow that you need to monitor. Keep an eye on your sender scores, check blacklists and prioritize areas where you can continue to make headway on your deliverability. 

There are many factors that go into your email deliverability, some highly technical, where you’ll need the help of a network administrator to setup. Others are as simple as deleting all those exclamation points from your subject lines. No matter your technical prowess, you need to start somewhere. 

Because if you’re going to put the time, budget and hours into email marketing (which you should, since the ROI of an email is $38 for every $1 spent), then it’s a no brainer that you want that email to actually get read! Follow these initial best practices and you’ll be well on your way to inbox placement.  

All posts by Kelsey Moen

We’re well into months of remote work from the COVID-19 pandemic. Despite all the uncertainty of what will happen next, it’s clear the old way of doing business, and really business globally, will likely never be the same. 

As we all shift to our “new normal” ways of work, one constant that our team has been relying on, along with the marketing teams we support, is email. As a platinum-level Adobe partner and a Specialized Marketo Certified Partner, we found ourselves leveraging email more than ever to  communicate, offer support, and simply connect with our existing customers in new, personal ways. 

After looking at some of the data that has come through on email marketing in the times of COVID-19, it’s clear we aren’t alone in our reliance on email. After digging in, here’s a few trends we found. 

Email sends increased during the early stages of the pandemic.

We’ve seen a huge spike in emails related to the coronavirus pandemic during the first few weeks of stay-at-home orders in the United States. Just look at this chart from Sparkpost showing the increase in coronavirus-related subject lines:

Email engagement increased. 

The good news is that mapping to that increase in sends, we saw an increase in email engagement. According to Grit News, some email marketers have seen anywhere from a 5% open rate increase to a 30+% engagement increase. One of our clients successfully sent  4X the number of emails monthly which has led to 300X the previous engagement level among their audience. 

Messaging has become an even more delicate balance.

With or without a pandemic, the golden rule of email still applies. Send relevant content to the right people at the right time. During times of crisis, there’s a lot more pressure on what relevant content (and good timing) will mean to your audience. In recent research from MarketingCharts, they found that 79% of marketers were somewhat concerned (52%) or very concerned (27%) about “making missteps that may harm their brand image.” 

No one wants to be the brand sending tone-deaf messages to an audience already going through impossible circumstances because you forgot to turn off a smart campaign or didn’t adjust next month’s newsletter content to fit our current realities.

Thankfully, we’ve seen some great examples of thoughtful, engaging communication in the last few months. They’re empathetic and clearly composed, and they offer real value to the audience.

Deliverability challenges were rampant.

Understandably with uncertainty, some businesses overshot and sent too many messages to audiences they may have not communicated with in a long time. Marketo and other providers did send out helpful guidance on managing your reputation and inbox placement during unprecedented times of email volume.  Much of this was spurred by quick changes in team members and emails hard bouncing.

Depending on whether you are on your own or shared IP, there are risks in sudden spikes or dips in email volume. Now is a good time to familiarize yourself with your email deliverability situation and make sure you have a strategy and are staying consistent. And as always, you should have an email strategy to weed out people who have not engaged with your email content for some time.  Leadous does offer a special program focused on this process specifically.  

What’s Next

As we enter the next phase of the pandemic in the U.S., we’re likely to see new trends in email and marketing as a whole. However, it’s reassuring in a time where not much is certain, that email is here to stay and the guiding principles remain the same:

  • Be empathetic in your messaging
  • Understand who your audience is, what they’re looking for from you, and how that aligns with your brand goals
  • Don’t overstay your welcome in the inbox

Keep those in mind through every campaign to make sure you’re providing shared value to your audience. And as always, if you’re looking for more insights into developing your email strategy now and in the future, contact Leadous

All posts by Kelsey Moen

Marketing and sales often get the most attention when we talk about cross-department collaboration in marketing. Although we love our sales friends, and even specialize on making the marketing and sales teamwork tick here at Leadous, we know that marketing often collaborates with many areas of the business outside of sales. 

From product, to customer service, to IT, marketing teams need to constantly work across departments to gain insight and meet their different audience needs to ultimately drive revenue. 

For our next Deep Dish event on February 6th, we’re going to dive deeper into one of those cross-collaborations: marketing and customer service. 

Marketing and customer service share one overlapping goal: gain and retain customers. There are many ways that the two departments can better work together in order to achieve this goal. 

From tag teaming social media inquiries, to sharing data and insights that inform new content and messaging, both teams are serving the customer along a different stage in the customer life cycle. 

During our event, we’ll take a closer look at the opportunities available when better aligning marketing and customer service. We’ll spend the morning discussing: 

  • What customer service data is important in marketing?
  • How does customer service represent branding and up-sell opportunities?
  • How can you align marketing and service goals to provide a better customer experience?
  • What technologies serve as the best integration points?

Join the discussion (and enjoy free breakfast!) as we share strategies that result in happy customers and revenue – something both customer service and marketing can agree is a good thing. Learn more about the event here

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It’s no secret that today’s marketers are constantly being asked to do more with less. As consumers get more and more savvy, the demands on businesses to provide increasingly personalized, tailored experiences continues to grow. 

But the hard truth is there’s only so many hours in a day. Marketers can’t be expected to create personalized experiences that will speak to the situation of every potential consumer. We need a way to work smarter, not just harder. 

That’s where Artificial Intelligence (AI) steps in. According to Marketo, Marketing  AI “advances and accelerates marketers’ ability to transform from one-size-fits-most marketing, to delivering value through deeply personalized communication at an individual level instead of volumes of interruptions that leave consumers exasperated.”

Here are three ways AI can empower marketers to better personalize your outreach, without taking up all of your waking hours. 

Bucket consumers into the correct programs

By inputting your criteria and goals, AI can bucket your broader consumer base into segments that fit their stage.

Personalize your content

AI can help to tailor the content themes and messaging to each individual, so the right message is being received at the right time on the buyer journey.

Maximize your data

By gathering, and learning from, your audience data, AI will continue to improve on personalized experiences. This means you’re continuing to optimize your marketing processes without all the manual work. 

As customer expectations continue to grow, marketers need a way to work smarter. AI takes the manual work out of campaign optimization to make sure you’re exceeding customer expectations by providing the right message in the right channel at the right time. 

So you can focus on providing insights and tracking campaign success, instead of the manual program tweaking that takes up much of the marketing automation strategist’s time. 

If you’re looking for more guidance on implementing Marketo AI in your marketing automation strategy, drop us a line! We can help make your Marketo campaigns work smarter for you. 

 

 

All posts by Kelsey Moen

Leadous is proud to be one of the first Adobe solution partners globally to achieve the Marketo Engage Specialization (read the full press release here).  

Adobe specialized partners must demonstrate trusted expertise, tested skills and customer success to be considered. Specialized partners are certified by Adobe for their proven capabilities and successful implementations — the best of the best in the partner ecosystem.

“Our team is dedicated to ensuring every Marketo user is successful and becomes an unwavering advocate for the platform. We are proud to be collaborating with Adobe/Marketo to become partners in our customers’ success,” said Tracey Ellis, CEO of Leadous.  

As a Marketo Gold Services provider and Adobe Bronze Partner, Leadous serves over 140 clients worldwide, from fast growth companies to large enterprises. We’re excited to continue to bring our in-depth Marketo and Adobe expertise to even more customers!

If you have a question for one of our experts, or are looking to learn more about our Marketo and Adobe services, reach out to Leadous today

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SEO is consistently one of the top lead generating sources for B2B marketers. And it’s a no brainer why. Without showing up in the top three results on Google, it’s likely your website (and products or services) will never be found by your prospects. 

But it’s not enough to know that SEO is important, write a few more blog posts, and call it a day. Integrating good SEO into your wider lead generation strategy is hard work. It takes time to improve your rankings, and it’s equal parts art and science to do so. 

In this post, we’ll review a few of the best practices for optimizing lead gen with SEO, to help you start (or continue on) the journey to better demand generation with your SEO marketing. 

1) Know your baselines

As with any marketing strategy, you need to begin with an audit of where you’re starting, to know where you’re going. Use Google Analytics for a full picture of what’s working, and what’s not, on your website. Then, go deeper into whether you’re following the SEO basics. Do your pages have meta titles, descriptions, and keywords? Use an audit tool like SEOmater for a quick and easy way to get a picture of your SEO successes (and challenges). 

2) Use Pillar Content

You spend a lot of time or resources on content marketing – make sure you’re getting every benefit out of that content! Creating long form content like e-books, blog post series and videos are great for your SEO content. So make sure you’re breaking those up into bite sized chunks like infographics and worksheets that can help you support your lead generating efforts!

3) Repurpose Existing Successful Content

Have a piece of content that did really well at driving leads but is dated? Update it! Re-release it with a “mid-year update” or any other spin on it to refresh for your audience. There’s a reason it performed well the first time and you want to make sure to take advantage of that to again streamline your work as much as possible. 

4) Let Your Competition Be Your Guide

One of the biggest barriers to optimizing SEO is the time it can take to build your foundational strategy. Bypass some of the research and go straight to seeing what’s working well for your competition, using tools like SEMrush. Take the best of their strategy and build your own campaigns from those keywords. 

5) Align Across Marketing

It’s clear that SEO isn’t just about your website content. It’s also about social, your advertising landing pages, your email marketing strategy driving traffic, the list goes on. Foster collaboration across the entire marketing team (including linking together your agencies) by providing clear, overarching project objectives, using collaboration and project management tools to stay in sync, and reporting on common held metrics so the entire team is driving to the same goal. By combining forces, your lead generation tactics will only be stronger. 

SEO marketing is a top marketing strategy for any business looking to amp up lead generation. Looking for guidance on integrating your SEO more strategically into your lead generation efforts? Contact Leadous and let us lead you!

All posts by Kelsey Moen

The landscape of marketing is constantly changing. Being able to keep up with the pace of martech is vital to not only your career success, but the success of your company as a whole! Not a week (or a day!) goes by where we’re not learning something new.

Thankfully, you’re not alone on that journey. In the Minneapolis/St Paul area especially, we’re lucky to have a vibrant community for continued, supportive marketing learning. Supporting these communities and events isn’t only good for your career (hello, future promotion!) but it helps you streamline your day to day, expand your network, and improve your self confidence with your work. It’s a win – win – win!

Here’s just a few of our favorite ways to get involved and start boosting up your marketing education locally.

Minneapolis Marketo User Group

The Marketo User Group in the Twin Cities meets regularly as a community of Marketo users to share common learnings, collaborate and solve challenges face to face. Not local to the Twin Cities? Marketo User Groups exist in 50+ cities globally. There are even virtual groups you can join!

Hands On Marketo Workshops

If you’re ready to take it a step further and really hone in on the continuing Marketo education, Marketo holds deep dive workshops prepping for their certification exams. A Marketo expert will be in the Twin Cities to lead a 2-day interactive MCSA preparation workshop this summer. Learn how to use Marketo to solve real customer use cases and solution for the future. If you’re already a Marketo expert and are looking to take a dive into advanced uses of Marketo features and functions you should definitely check it out!

BMA Minnesota

The BMA Minnesota is a gathering of local B2B marketers to network, learn from each other and share best practices. They meet regularly around the cities for events, and our very own CEO, Tracey, volunteers as president of the Twin Cities chapter!

These are just a few of the many many ways to take part in building up the community of marketers (and Marketo users) locally in the Twin Cities.

Whether it’s joining the Minneapolis Marketo User Group, joining an upcoming workshop like the MCSA training, saying hi to Tracey at an upcoming BMA event, or even signing up for a Marketo training class at Leadous, we hope you’ll take advantage of the many opportunities to connect, learn and improve on your Marketo skills right here in the Twin Cities.

Are there other organizations or events that you’re a part of that we should know about? Let us know in the comments below, we’d love to hear more!

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At Leadous we love marketing. We love Marketo. And we love our local Twin Cities community.

That’s why we’re so excited to announce our new initiative, Leadous Loves, where we’ll be giving back to our local community, with a twist of Leadous orange.

Leadous Loves

Kicking off in June, our team members are regularly going out into the community to volunteer our time and talents. We’re starting with Hearts and Hammers, which provides exterior home improvement assistance for Senior Citizens, Disabled Adults, and Veterans of the United States Armed Forces or their Surviving Spouse so that they may continue to live independently. Read more about their amazing mission here.

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Leadous will also be supporting The American Red Cross and Union Gospel Mission Twin Cities at future community giving events this summer.

We’d love for you to join us at a future volunteering event, suggest your favorite nonprofit, or just send some positive encouragement our way as we step a little outside of our comfort zones and trade in our keyboards for power tools!

If you are interested in partnering with Leadous and being a part of giving back with a twist of orange love, please reach out today.  

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Are you considering outsourcing a portion of your marketing automation operations? You’re not alone.

According to a study conducted by Marketo & Ascend2, 75% of successful marketing automation software users outsource a portion of their marketing automation strategy.

And it’s no surprise why. In today’s market, it’s difficult to find and retain top marketing talent. It takes serious skill to manage marketing automation operations, and not every organization has the time and budget to recruit and train for those skills.

That’s where Lead Generation as a Service (LG-AAS) comes in.

LG-AAS changes the way marketers look at the world. At Leadous, we partner with Marketo to bring best in class automation into organization’s hands, so you can see results from your lead generation strategy without the headache.

Our LG-AAS process takes a crawl, walk, run mentality. We give organizations the ability to fill all of the gaps, test, refine and plan for an expanded use of Marketo and its powerful features to drive digital demand generation.

What type of organizations see value from LG-AAS?

We work with organizations from B2B to B2C to maximize their marketing automation systems and drive results without the hassle of managing operations day in and day out.

  • Are you finding it difficult to recruit the right team in your budget to manage marketing automation operations?
  • Would you like to focus more of your time and efforts on results instead of processes?
  • Do you need to get tools setup quickly so you can start seeing results?
  • Are your revenue goals closely tied to your marketing demand generation?
  • Are you having difficulty scaling up your marketing operations to meet sales goals?
  • Do you often work with agencies or other vendors and have experience managing them?
  • Do you want to implement marketing automation, but need to take a methodical approach?

If you’re nodding to one of these scenarios, LG-AAS is for you! The key to success in marketing automation is driving results. So if your organization isn’t in a spot to drive those on your own quite yet, LG-AAS could be a fit.

Let us lead you to better lead generation. Contact Leadous today to learn more about our LG-AAS offering.

All posts by Kelsey Moen

Close your eyes (metaphorically). Imagine your perfect, home run of a customer. The one in that industry that looooves the value you bring to the table. With the size, location, business model, pain points, etc that sit smack dab in the middle of your sweet spot.

Now imagine you had the chance to talk to that prospect, with a message that speaks directly to who they are and their pain points. Seems like a no brainer situation, right? That’s every sales and marketing person’s dream! Making that fantasy a reality is what Account Based Marketing (ABM) is all about, and why it’s become the new hero of marketing strategies.

ABM is a strategy that finitely targets your marketing tactics to your highest value, best fitting, prospects. And it works. In fact, more than 87% of B2B marketers say that ABM sees a higher ROI compared to other demand gen tactics.

So, how can you use tools like Marketo to reap the benefits of an ABM strategy? In this post, we’ll look at four key steps to get you on your way to implementing ABM using Marketo.

1. Select target accounts

ABM centers on knowing and targeting those “perfect fit” customers. Look at your ideal customers and their geographical and behavioral data that you can target. Get finite into industries, technologies, or any other distinct niches. This will help you focus your ABM campaigns with more personalized messages that are likely to convert those leads.

2. Establish effective goals

It’s ok to start small with your ABM strategy, as long as you know where you’re going. Make sure you’re working closely with Sales on what success looks like for your ABM campaigns, what data you’re going to collect to tell you if you’re reaching that success, and setting time constraints around that data.

3. Plan out your campaigns

ABM doesn’t replace all of your marketing channels, it enhances them. So make sure you’re thinking through both the personalized content for your accounts, but also what channels you’ll be using to make sure you have a unified, cohesive message that your prospects can’t ignore!

4. Evaluate success and optimize for the future

Check in with your sales team periodically and see if any of your account lists need to be retooled. Use marketing automation tools like Marketo to build, track, optimize and report on results so you can continue to tweak your strategy as you go!

Interested in implementing an ABM strategy for your business? Join us for our ABM Deep Dish with Marketo Consultant, Freida Bou, on May 15th. Or contact us here and let us lead you to success with ABM!

All posts by Kelsey Moen

It feels like just yesterday we were at Adobe Summit, traveling back in time to the 90’s ad agency and getting the scoop on the latest and greatest updates coming to Marketo and Adobe. In case you missed it, we’ve compiled a quick rundown of our three most important takeaways from the Marketing Nation Summit!

  1. B2B & B2C are gone, but not forgotten… B2E is where it’s at!

Steven Lucas, Senior VP of Digital Experience at Adobe had a very interesting message for marketers. Traditionally we have looked to B2B & B2C when delivering a marketing experience. Lucas cracked that concept wide open to reframe how marketers create the ultimate digital experience. B2E (Business-to-Everyone) is where it’s at!

Find out what B2E means for your business.

  1. Develop your inner CLO (Chief Listening Officer)

We all have work to do that sometimes distracts us from what our real business purpose is, like what our customers REALLY need. It’s crucial to always have our ears and eyes open to purposefully listen to what the market is telling us. Leadous can help you deliver the energy and expertise needed to maximize every one of your customer’s marketing automation experiences with your brand.

Explore today!

  1. Personalization is the ultimate digital experience.

We know that all our marketing efforts center on the customer, but now we have the right tools and much more knowledge to personalize each customer experience with your brand. Marketo has made it even easier to build automated marketing campaigns across all channels, tacking the full customer journey and utilizing Marketo’s innovative AI solution to create a personalized experience.

Take personalization to the next level.

Looking for more Marketing Nation takeaways? We sent a team of Marketo experts there, drop us a line for more info!

All posts by Kelsey Moen

You’ve (hopefully) seen the emails. Tomorrow, August 15, 2018, Marketo’s updated data retention policy goes into effect.

But what does this mean for you and your Marketo data?

The new data retention policy has two parts, high volume activities will now only be retained for 90 days and then deleted. Other lead activities will be retained for 25 months and then deleted. The only exception to this is new lead activity – you will always be able to see in your activity log when and how a lead was created.

Here is the data that will be deleted in Marketo after 90 days (same as today):

  • Add to List
  • Change Score
  • Change Data Value*
  • Visit Webpage
  • Click Link on Webpage
  • Sync Lead to SFDC
  • Sync Lead to Microsoft
  • Sync Lead Updates to SFDC
  • Update Opportunity
  • Request Campaign

Here is the data that will be deleted via Marketo after 25 months:

Activities Retained for 25 Months

If you need to retain more of this data beyond the specific time constraints you have a couple of options. You can bulk extract the data periodically and store in another system (see here for more information on the bulk extract API). The main limitation to the bulk extract API is a daily export allocation of 500 MB. If you plan to export extremely large files, an upgrade in export size will be necessary. The date range filter also maxes out at 31 days, depending on how far back you want the data to cover.

Your other option is to upgrade to Marketo’s premium Extended Data Retention subscription, which will extend your 25 months worth of data to 37 months.

Overall, the effect of the data retention is two fold. Beyond ensuring that your data is compliant with GDPR, you could see speedier load time in Marketo with less data to sift through. Depending on usage, you may see faster email sends, faster smart list processing, and faster campaign execution overall.

The other area where you’re going to see changes are smart list filters and flow steps where you can filter by an activity within a certain time period – those actions will only apply within the data retention period. Similarly, for engagement programs and smart campaigns, you will only be able to see membership within the data retention period.

To workaround these limitations, think through specific activities you want to record and try creating static lists or trigger campaigns (with custom fields) to update when specific activities occur. That way you can still segment based on this activity after the data retention period is over.

Have questions about how to retain your data? Need help exporting high value data so your reports stay clean? Contact Leadous, we can help!

All posts by Kelsey Moen

Marketing automation has changed the way marketers look at the world.  Leadous has Partnered with Marketo to bring best in class automation into the hands of those that are resource and fund constrained to leverage automation for lead generation so that everyone can experience the value of automation.

This model works best for companies that see a vision for marketing automation but want to take a step by step approach to ensuring they have all of the components in place to fully leverage marketing automation.  MA-AAS gives organizations the ability to fill all of the gaps, test, refine and plan for an expanded use of Marketo and its powerful features that drive digital demand generation.

The three options below are based on organizational and database size and are priced to provide the resources, time and investment necessary to drive results and prove ROI.

  *Pricing starting at $15,000 for three months 

Includes Marketo Workspace License fee.  Does not include content development or copywriting.

Additional items may be added to any of the above packages and will affect the monthly fee.

At the expiration client agrees to rollover their workspace to a stand alone Marketo instance.

 

DELIVERABLES BY MONTH

LEVEL I | 12 Months

 

DELIVERABLES 1 2 3 4 5 6 7 8 9 10 11 12
RES2L 𐑎
Content Plan 𐑎
Campaigns 𐑎
Campaign Plans 𐑎
Emails Per Month 𐑎 𐑎 𐑎 𐑎 𐑎 𐑎 𐑎 𐑎 𐑎 𐑎 𐑎
Reports 𐑎 𐑎 𐑎 𐑎 𐑎 𐑎 𐑎 𐑎 𐑎 𐑎
Alerts 𐑎 𐑎 𐑎 𐑎 𐑎 𐑎 𐑎 𐑎 𐑎 𐑎
Leadous Modular Template 𐑎
Weekly Meeting/Metrics 𐑎 𐑎 𐑎 𐑎 𐑎 𐑎 𐑎 𐑎 𐑎 𐑎 𐑎 𐑎
Standard Technical Set-Up/Data Clean & Load 𐑎
Best Practice Lead Scoring Model 𐑎 𐑎 𐑎 𐑎 𐑎 𐑎 𐑎 𐑎 𐑎
MA-AAS VISION PLAN 𐑎

LEVEL II | 9 Months

 

DELIVERABLES 1 2 3 4 5 6 7 8 9
RES2L 𐑎
Content Plan 𐑎
Campaigns 𐑎
Campaign Plans 𐑎
Emails Per Month 𐑎 𐑎 𐑎 𐑎 𐑎 𐑎 𐑎 𐑎
Reports 𐑎 𐑎 𐑎 𐑎 𐑎 𐑎 𐑎
Alerts 𐑎 𐑎 𐑎 𐑎 𐑎 𐑎 𐑎
Leadous Modular Template 𐑎
Weekly Meeting/Metrics 𐑎 𐑎 𐑎 𐑎 𐑎 𐑎 𐑎 𐑎 𐑎
Standard Technical Set-Up/Data Clean & Load 𐑎 𐑎 𐑎 𐑎 𐑎 𐑎 𐑎 𐑎 𐑎
Best Practice Lead Scoring Model 𐑎 𐑎 𐑎 𐑎 𐑎 𐑎
MA-AAS VISION PLAN 𐑎

LEVEL III | 6 Months

 

DELIVERABLES 1 2 3 4 5 6
RES2L 𐑎
Content Plan 𐑎
Campaigns 𐑎
Campaign Plans 𐑎
Emails Per Month 𐑎 𐑎 𐑎 𐑎 𐑎 𐑎
Reports 𐑎 𐑎 𐑎 𐑎 𐑎 𐑎
Alerts 𐑎 𐑎 𐑎 𐑎 𐑎 𐑎
Leadous Modular Template 𐑎
Weekly Meeting/Metrics 𐑎 𐑎 𐑎 𐑎 𐑎 𐑎
Standard Technical Set-Up/Data Clean & Load 𐑎
Best Practice Lead Scoring Model 𐑎 𐑎 𐑎 𐑎 𐑎
Best Practice Lead Lifecycle Model 𐑎 𐑎 𐑎 𐑎 𐑎
MA-AAS VISION PLAN 𐑎

 

Months equate the first 30, 60, 90 days, etc.  And do not line up to a calendar month.

Got questions? Contact us for more details!