Developing your Marketo Strategy

December 28, 2017

Video Transcript

Michael

So Rob, what should first time marketo users be thinking about after they bought their instance, what are the first couple of things they should do?

Rob

Look, Mike, I mean marketo is, it’s an incredibly sexy platform, it’s the, you know if you look at it, you’ve got your CRM there and then you go to the marketing automation piece and marketo is probably the leader in it’s space as a pure play marketing automation platform, is an incredibly sexy platform, you sold the dream! But I think the reality is very different from most companies and I think that the reality is also that most companies fail in marketing automation. It doesn’t matter what platform, whether it’s marketo or another platform, and I think, the key thing that I would say is think about the strategy, forget the tech, OK? Most of the platforms sell you the same dream.

Michael

Yeah!

Rob

Marketo is no different, there are also you can do this, you can do that, you transform your business. But if you don’t have a strategy, then you’re gonna get lost in the tech, you gonna lost in the bells and whistles and I think that’s a really important point. Think about your strategy before you start to implement. And once you define that, what can this technology do for our business, whatever business you’re in, I think that’s the key thing. We want to change this, we wanna automate our onboarding, we wanna have you know legal and compliance know everytime someone looks u that privacy policy, we wanna you,

Michael

It’s a great use case.

Rob

Yeah! Absolutely! You know! And it’s not just marketing, it’s how can this transform my whole business. Once you’ve define that, and you’ve got your team’s lined, then get into the tech. I think the problem is Mike, that a lot of companies they’re sold on the dream and three years later they end up with a very expensive EDM tool.

Michael

Yeah!

Rob

They could be using mailchimp for about $13 bucks a month.

Michael

Yeah!

Rob

And I think, the one thing I’d say is don’t think about the EDMs because you’ve got tools for that. Mailchimp or e-web or whatever, you’ve got great tools for that. A platform like marketo will do all that for you but it’s so much more powerful. And so eliminate that conversation around we can send a batch email, we can do that that that. Think about what you can trigger off, start looking at marketo’s list, that long of triggers, whether it’s a MPS score or whether it’s a third time visit to the website this week. What do you want to tell your sales team and I think the key is you know, when to pick up the phone? When do you want your sales team to pick up the phone, ok? Because somebody’s just done this or that, or that.

Michael

Yeah!

Rob

If you start thinking about that, I think, it changes the conversation with what you can do with marketing automation.