Category Archives: Obsessed With Marketing Automation

With the new year right around the corner the whole office is going to be filled with folks making resolutions to ‘Sharpen the Saw’ as Steven Covey would say. Whether you call it sharpening the saw or just practicing self-care, people commonly vow to drink more water, eat better food and get more sleep. One of the more challenging dimensions of being your best self is keeping yourself mentally sharp. A great way to do that is take a course or learn a new skill.

Leadous offers plenty of ways for you and your team to freshen up knowledge, build a deeper level of understanding in a specific area or even get certified as a Marketo Certified Expert (MCE) or Marketo Certified Specialist.

  • MCE Certification Support – In 2022, Adobe’s most rigorous MCE test becomes the only route to certification. Leadous has helped people from all departments and across the country to gain certification.
  • Workshops – Give your entire team the gift of  Marketo Engage™ training in one of our signature workshops that dives deep into your company’s specific roadblocks and plans for success in 2022
  • Custom Courses – Start where you are and let our Marketo Certified Experts answer questions, provide context and advise on best practices. You determine the subject and we bring the resources and training assets you or your team needs.
  • Specialization Courses – Especially interested in strengthening knowledge in a certain area of Marketo Engage™? Currently there are 11 specializations and we can provide resources that are focused on your specific goals

1. Account-Based Marketing
2. Analytics Attribution
3. Analytics and Reporting
4. Customizing Creative Assets
5. Email Deliverability
6. Events and Webinars
7. Nurture and Engagement
8. Programs and Campaigns
9. Setup and Configuration
10. Social Marketing
11. Web Personalization

End 2021 with training that renews your team and brings recharged attention to the power of marketing automation. Let Leadous share our creative knowledge and training assets with you today. Contact Us for More on Marketo Engage™ Training

Category Archives: Obsessed With Marketing Automation

Batman & Robin, Han Solo & Chewbacca, Will Smith & Carlton Banks, Marketing Automation (MA) & Account Based Marketing (ABM) — they’re all iconic duos but only one can leverage the power of your data to grow revenue across your key accounts.

Combine the technology of a MA platform like Marketo Engage  and the focused data used in ABM and a more powerful strategy is produced: Targeted Account Management (TAM). Marketo Engage users can use TAM to identify the best matches in your lead database for your sales teams and monitor engagement just for that group. Ultimately leveraging different channels to creatively target specific leads using ABM can accelerate customer acquisition while supporting retention, and expansion revenue opportunities for your marketing, customer success, and sales teams.

Teamwork is key to success with this strategy. Like the classic duos above both marketing and sales must be stakeholders – aligned and working together.

Identifying the Target
Pull lists of accounts that can be targeted together by industry, location, company size or what makes sense to your company. Determine account personas that can be reached across multiple channels. Get sales and marketing teams to align on definitions and share what is currently working to move leads through the funnel.

Creating Content
Have touch points across many channels.  Marketo Engage allows your team to create multi-channel content and create campaigns that allow you to analyze and learn how to optimize your approach.

Highlighting Lead Scoring
Marketo Engage allows for scoring to measure behaviors that indicate engagement. Make sure both marketing and sales have agreed on what qualifies the best leads and analyze lead behavior to reveal how leads turn to opportunities. Review lead scoring campaigns regularly to determine the level of engagement of your accounts.

Leadous’ Marketo Certified Experts can walk through this live to get a feel for where you think your team is at as 2021 draws to a close. Depending on how in-depth your team would like to get with training and how much strategy is already in place we can assist with optimizing your company’s ABM and TAM- Contact Our Experts today.

Category Archives: Obsessed With Marketing Automation

The end of the year is an ideal time to revisit your lead lifecycle definitions or build a company-specific model that brings together management, marketing and sales with the hopes of more revenue for everyone in the new year.

The lead lifecycle model is a valuable tool which is enhanced using a Marketing Automation platform to better understand how a person goes from a lead to paying customer. Each lead’s process through the lead lifecycle reveals valuable knowledge for both the sales and marketing teams, as well as management. Sales can see how many leads are in each stage and marketing can see where lead scoring and email campaigns are positively affecting a lead’s movement through the lead lifecycle. Management is able to more easily identify bottlenecks in the process that require additional resources. Let’s discover what building a basic lead lifecycle can teach.

THE BEGINNING OF THE LEAD LIFECYCLE TELL US WHO LEADS ARE
Before a lead enters a company’s Marketing Automation platform, the lead usually arrives with the minimum of data – a name, a company and (hopefully) a valid email address. To learn more about who they are, marketing starts a group of basic leads in the lifecycle by adding the leads to an outreach campaign. Marketing teams spend time focused on what channels and tactics get leads to engage and connect with sales teams. Tactics can include lead scoring and nurture campaigns which help determine more data points on who this lead is, how the lead engages with the company  and how close the lead is to becoming a Marketing Qualified Lead (MQL).

LEAD LIFECYCLE MODELING SHOWS WHAT WORKS
Effective marketing messaging is efficient at moving leads throughout the entire lifecycle. Marketing can use targeted messaging to help  eliminate bottlenecks in the lifecycle funnel or help leads in a sales stage to get engaged and moving again. As leads move through the marketing funnel the movement from one stage to another can be tracked to show what combination of marketing messaging works best at converting customers. For example, offering case studies of companies in similar industries to leads who haven’t yet engaged or to those that are stuck in the sales process and a reference would help move them forward.

LEAD CYCLE MODELING DETERMINES WHEN A LEAD MOVES TO SALES
Building a lead lifecycle requires that marketing and sales teams more tightly align to determine when a lead is qualified to move from a Marketing Qualified Lead (MQL) to Sales Qualified Lead (SQL). This conversation to define all stages of the lead lifecycle process helps marketing and sales see how they are connected and how those teams can work together to get better results and more revenue from closing deals and keeping customers satisfied.

HOW TO BUILD YOUR OWN LEAD LIFECYCLE MODEL
A quick search will show that there are many different stages to include when creating a lead lifecycle model that works for your company. Leadous recommends that a lead lifecycle is envisioned as two connected parts – Marketing and Sales. Best practices for the marketing lead lifecycle includes stages like ‘Added to Campaign’, ‘Engagement’, ‘Connection’ and ‘MQL’. For the sales process, lifecycle stages are often defined in the following terms – ‘SQL’, ‘Qualified’, ‘Has Proposal’, ‘In Negotiation’ & ‘Closed Won/Lost’. By bringing marketing, sales and management together in Q4 a highly specialized lead lifecycle model can be created before the new year.

For assistance building a lead lifecycle model that utilizes marketing automation best practices  to effectively move leads to customers Contact Us.

Our Marketo Certified Experts can help Marketo users leverage Marketo Engage features such as the Lead Lifecycle or the Revenue Cycle Modeler.

Category Archives: Obsessed With Marketing Automation

A quick search for ‘Lead Scoring’ tells you all about the methodology of assigning leads points for their demographic and behavior data to better qualify people for sales teams.  Adobe has ‘The Definitive Guide to Lead Scoring’ and countless other docs to tell you what and how. They all agree and so do we, that without automation and CRM integration lead scoring is a nightmare! This spooky season I want to share more eerie, spine tingling stories of ghostly lead scores that decay, scoring models brought back from the dead and leads that never die, they live on as lifelong customers.

Ghosts and Decay
A simple first step for implementing lead scoring is to initially grant points for specific demographic and firmographic data. Marketing teams are often stuck at this level of scoring and scoring models are abandoned because a solid scoring model needs more data. To build a robust lead scoring system a company needs to account for behavioral data as well. Marketing Automation platforms allow for tracking how the lead interacts with company communication. It also allows for tracking when a lead stops interacting with the company and how long it has been since the lead showed interest. In other words – how long have they been ghosting you? If a lead hasn’t interacted with the company, hasn’t opened emails or visited your site it’s time to implement score decay and begin to subtract points from their lead score. This insight helps sales teams filter which leads are responsive and which are unresponsive.

Leadous Brings Scoring Models Back From the Dead
Many companies have some version of scoring in place but lead scoring is a dynamic process; it requires constant attention or it dies.  Refreshing your existing lead scoring process produces the most current and effective lead scoring model. It allows marketing and sales to collaborate on the Ideal Customer Profile and strengthens alignment between the teams as they work toward a common goal.   Leadous will help you maximize your efficiencies, develop a strong lead generation strategy and build out your lead scoring capabilities to bring your current system back from the brink of death or help you iterate your model so it works for today.

Leads that Never Die (They Just Live On as Customers)
Lead Scoring models are built to qualify leads so that sales can start conversations with the most qualified leads and eventually turn those sales accepted leads into opportunities, but often these leads are lost to marketing once sales is involved. By utilizing marketing automation and CRM integration in lead scoring, marketing teams can track the quantity and value of their work from the first moment a customer raises their hand throughout the entire sales process. By tracking the amount of MQLs that turn into SQLs, marketing can prove their effectiveness and provide efficiencies for their sales team or uncover opportunities to redefine the Ideal Customer Profile or the entire scoring model. The best leads don’t die, they live on as your best customers.

Want more information on starting or re-starting your company’s lead scoring program contact us now or visit our Resources page.