Even under ideal circumstances, navigating unfamiliar terrain is a challenge. Depending on just how far out of your element you are, you can end up in a situation where even basic observations can become guesses. Is that a harmless patch of vines or is it a bunch of poison ivy? If you are wrong, you could be dealing with the uncomfortable consequences for weeks. Even someone generally knowledgeable about nature can still make mistakes if they venture into areas they have never been. To avoid making mistakes, you can hire a local guide that will make sure you avoid any rash decisions. The same is true of your company and its business decisions. Consider Leadous and its team of Marketo Certified Experts to be your local guide for your Marketo Engage platform.
Getting the Lay of the Land
Perhaps internal staffing changes mean your in-house Marketo expert left without anyone to truly take over in their absence. Whatever the circumstances, you might find yourself in charge of a Marketo instance and not know everything you should about it. An inherited Marketo instance can have a lot of moving pieces interacting with each other. Before you get overwhelmed, you can have the Leadous team perform an in-depth review of your instance.
Our review starts from the ground up, beginning with a check of your technical setup. Did you get Marketo’s Munchkin tracking code installed on your company’s website? How about using branded domains to send your emails and host your landing pages? These might seem like very basic questions, but we make no assumptions during our discovery. We want to make sure that the foundations are sturdy for whatever advanced lead gen initiatives you have planned.
We will go on to more generally familiarize ourselves with the instance looking through the programs and campaigns in your instance. We also check in on the general state of the records in your database. We work with Marketo customers across all industries, both B2B and B2C, so we can help provide industry-specific best practices suited to your particular use case.
Producing a Detailed Map
If you want to figure out where you are and where you want to be, often the first step is to get a map. As we gather our information, we start mapping the path for your instance. Are your folders and programs named and structured consistently? Does that consistency conform to typical best practices? Do you have a center of excellence and what does it look like? What do your data hygiene practices look like? We have a standard set of areas we know are important to chart, and we will make sure to check all of them for you. Of course, if you have any specific areas of interest, you can let us know, and we will add that as a focus during our discovery.
As we begin to clearly see everything, we can start to make some recommendations about what would make your instance better. For instance, think of your folder structure and naming conventions as the trails on your map. If you are trying to hike on overgrown, unmarked trails, you can easily get lost. However, if the trails are properly maintained and have legible signage, getting around the area becomes much easier. Establishing and sticking to a standardized folder structure and naming conventions is how you maintain those trails in Marketo.
Looking Toward the Unknown
Maybe you are looking for more than just discovery. You know you need an expert’s help because you want to venture out into entirely new territory. Once we become familiar with your instance, we can recommend new initiatives that companies in your position typically implement to further leverage the power of the Marketo Engage engine. Whether you have a particular goal in mind or a more general drive to continue building out your marketing automation, we lay out a plan that gets you ready to expand your operations.
Marketo is an incredibly versatile and powerful tool. It is very capable of driving a global, omni-channel marketing strategy that gives you very granular information about your prospects’ journeys through your revenue cycle. However, that endgame relies on smaller initiatives and campaigns that build on each other and themselves. Leadous has developed a next phase marketing automation progression model audit with benchmarks that show you how to build from simple email blasts to a top of the line, best in class Marketo instance.
The audit goes a long way toward understanding where your company fits on that model. It also identifies the steps you need to take to reach the next phases. As your company advances through the phases, they will find increased personalization for their targeted audiences, more robust reporting, and generally better returns on their marketing budgets.
Leadous Brings Expert Support
Whether you find yourself completely overwhelmed or just want an independent opinion about your Marketo instance, Leadous and its team of experts will meet you where you are. Whether that is extra man hours, access to our deep pool of specialized knowledge, or to get some training for your staff, we can help your company fill any of its present gaps. Reach out to have one of our experts talk to you about an instance review and see how you can better leverage your Marketo instance to support your marketing strategy.
Get in touch with an expert today to review your current setup!