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Messaging. The 5 most popular messaging apps feature 3.5 billion monthly active users, according to Statista, and marketers are beginning to take notice. Facebook has already integrated branded campaigns into Facebook Messenger and plans to do more of this come Spring 2016. Whatsapp is opening up their platform for business accounts. Snapchat has introduced Snapchat Discover and the option for any advertiser or individual to create their own geofilter with Snapchat on Demand. Messaging is already huge in the digital world. Expect digital marketers to make it even bigger.


Live streaming. Facebook Live, Periscope, and even the smaller Meerkat, are rapidly becoming more relevant – people want their information in real time. What does this mean for marketers? A timeless piece of advice: go where your audience is. If your audience is hooked on Periscope, find a way to personalize and humanize your brand by creating interactive content. You need to be engaging with your audience more and more on these platforms.


Big data and real-time analytics. Historically, marketers viewed data as something static and tied to reporting. But data is now more dynamic, accessible, and broadly understood. This will open up new opportunities for messaging optimization – but, more importantly, this access to data will challenge marketers to become more nimble and responsive.

  • There are 215 marketing automation solutions currently on the market
  • Monthly Google searches for “marketing automation” have grown by 22%, from 12,100 in Feb 2014 to 14,800 in January 2015.
  • The majority of marketing automation users think it’s worth the price, with 47% saying it is “fairly priced.”
  • 73% of marketers believe that email is core to their business
  • B2B companies are twice as likely to use marketing automation as B2C companies
  • Over 60% of marketers use mass email to connect with their customers, but only 13% of them are using marketing automation software.
  • 79% of top-performing companies have been using marketing automationfor two or more years
  • The larger the marketing team, the more likely they are to use marketing automation software.
  • 44% of marketers say they are not fully satisfied with their marketing automation systems. The top reasons being that it takes too long to implement, is difficult to learn, and is expensive.
  • 63% of users plan to increase their marketing automation budget this year.

Familiarize yourself with the things to consider before you merge duplicate lead records.


Salesforce associates any related items from the duplicate leads, such as campaign or activity information, with the newly merged lead.

  • If you’re merging duplicate leads that are members of different campaigns, Salesforce retains the campaign Member Status Updated
  • The newly merged lead displays the Created By Modified By fields
  • The master lead replaces the duplicate leads in all the requested meetings they were invited to. Also, all meeting messages written by the duplicate leads are automatically associated with the master lead. (Meeting messages appear on the requested meeting's Web page and are visible to all invitees.)
  • The master lead replaces the duplicate leads in all the scheduled meetings that the leads were invited to. But make sure to add the new master lead to the meeting invitee list in the scheduled meeting.

5 ways to amp up your mobile strategy

Mobile marketing is a set of business strategies that enable organizations to communicate with people in an interactive and relevant manner through any mobile device.  Although how you do Mobile Marketing is different than what you might be used to, why we mobile market remains the same:  to delight, engage and sell!  Mobile Marketing is special in that it requires your audience to opt in and is therefore a great way to create a highly engaged lead list.  Another way mobile marketing is unique is that your audience is more likely to respond to your calls to action.  They are engaged, opted in and ready to communicate via their smart device.  So let’s take a look at some of the most popular and cutting edge strategies available to you on mobile.


  • Mobile Messaging. Messaging comes in two flavors; SMS (Short Message Service) which is your traditional text only message and MMS (Multi Media Messaging) which can include pictures, videos etc....   This is an incredibly powerful channel as 80% of mobile device users send text messages daily and most messages are read within 4 minutes.  Talk about access!  Wow!   The best way to leverage this channel is to set up shortcodes.  Shortcodes are numeric codes that can be acquired from your wireless provider that act as URL replacements.     Using your shortcode you can send a text to your audience that reads something like this: “text ‘shop’ to 99999 and receive a 10% coupon towards your next purchase.”   This will drive engagement, loyalty and most of all revenue!


  • Mobile Web. More people are accessing the web via a device than a PC, so it is imperative that you have a delightful presence accessible via any mobile device.  For many companies, their mobile web site is the primary access point for their entire business, a virtual front door.   To properly leverage the mobile web you need short easily consumable content that is appropriate for the web.  Location, contact information, breaking news and promos are all appropriate for your mobile presence.  But the executive team bios, well…not so much, that kind of information can be left for a laptop.   Furthermore, it needs to load fast and properly on all devices, so testing is going to be key.  Other things to consider when developing a mobile website, make sure it is compatible with touchscreens and that it is integrated with social. 


  • Mobile Apps. Mobile apps are built for the mobile platform and can be used online or offline.  On average people are using 6 – 10 of these apps per month.  Typically, mobile apps are designed to entertain, inform or make specific tasks easier and are intended for target audiences that are already on mobile.  The benefit to you is that you will gain opted in users, engage them in a deeper way and collect more information about their preferences and motivations. Before endeavoring to build your first app, first ask yourself, what is the value to my target audience and to myself. Furthermore, even if you do determine you need and app, there are over 2 million apps available so it will be difficult to break through the noise, make sure you pair this channel with killer marketing and promotional campaigns.


  • QR Codes. QR Codes are also known as Quick Response Codes and are used to quickly download content onto a smartphone. Usually this is done by taking a picture of the QR Code or scanning it.  According to more 50% of shoppers at brick and mortar stores have their smartphones with them and 40% of those are comparing prices while the shop.  Smart companies are including QR codes not only in their stores to get special discounts in real time, but including them in their emails, direct mails, business cards and post cards. 


  • Augmented Reality – Augmented reality is a live view of the real world enhanced by computer generated output as seen through your smart device or displays such as Google Glass.  The key to successfully deploying AR is to make it truly valuable to the user and integrated with their traditional buying journey.  For example, IKEA has an AR app that lets users see how furniture will look in their living room before they buy it.  Cover girl has an app that allows users to see how different types of makeup will look on them without actually applying anything.  Researchers at Harvard University have found that integrating AR apps into the buying experience generated a positive feeling for the technology and the products and more importantly lead to higher sales. 


Before going through the cost and time of deploying a mobile strategy you should ask yourself, is my target audience on a device, will having access to my mobile channels be beneficial to them when they are out and about?  If you are answering yes, then it’s time to get mobile.

Today’s consumers have unlimited choice, access to the best research, and are being bombarded by literally thousands of marketing messages each day.  So it’s no wonder that many marketers are finding it difficult to break through the noise and make a connection with their targeted audience. Ultimately, the modern marketer needs to develop a sound strategy so their message appears front and center in the consumers mind.  For each industry and product this strategy may be quite different, but what I can say is that there are 5 pitfalls some marketers fall into that ultimately undermine their success.

  1. Marketers are not treating their target audience as individuals.80% of the customer’s journey today is self-directed, which means that most of what a buyer learns about your products, services or company is a result of their own exploration.  Further, according to the best research, 87% of customers demand a personalized experience in all their interactions.  This means that your customers want you to know them and remember them every time they interact with your company or brand.  So if you are not taking the time to personalize each interaction with your target audience, then you are really missing an opportunity.  And I am not just referring to things such as starting your emails with “Dear Jane” but really personalizing content based on what their preferences and interests are.  This brings me to my next point.
  2. Actual user behavior is not being used to target the audience.  One of the best ways to engage your target audience is to trigger key messages based on what an individual person is doing. The fact is that messages sent based on customer actions get more opens, clicks and conversions they are contextualWhen David Daniels, co-founder of the Relevancy Group, was an analyst at Jupiter Research, he reported that targeting emails based on web click-stream data increased open rates by more than 50%, and increased conversion rates by more than 350%.  Triggering on user behavior and creating relevant scoring models are steps I often see skipped and marketers suffer because of it.
  3. Marketing efforts are not consistent.  As I outlined above, sending out random email blasts will not cut it these days as consumers are just too busy to remember such messages.  Marketing must shift from talking at people to building personalized and continuous relationships with people. They need to engage them throughout the buying cycle and beyond in a consistent, relevant and targeted way.  Furthermore, the message must remain consistent as well.  This means your marketing efforts should look, feel, and sound the same way across all of your channels. If your targets hear the same message over and over again, the same way each time, they are much more likely to remember it.
  4. Marketing efforts are not designed to meet key business objectives.  In my opinion the biggest mistake marketers are making today is not tracking key performance indicators back to corporate business objectives.  If you continue to collect traditional marketing metrics such as opens and clicks to support your decision-making, you may very well be setting yourself up to be excluded from a seat at the revenue table. Most of these metrics are meaningless to key stakeholders because they don’t tie directly to revenues. Focusing on driving revenue is the best way to align with your executive leadership and even your revenue teams. To put this in another way, ask yourself, “how are my efforts contributing directly to the company’s bottom line?”
  5. Not using an opti-channel approach.  During a recent conversation about opti-channel with Ashley Johnston, SVP, global marketing at Experian Marketing Services, she said, “People don't wake up and say, ‘I'm going to be a mobile consumer today.' They just use the channel that best fits the moment or task.” A customer rarely engages across every channel so you must be able to let them choose their channel and let them change that choice from day to day.  Opti-channel is about understanding how the customer prefers to engage.  This means setting up a communication strategy that actively listens for behaviors and creates a seamless and unified experience across them all as a customer engages with your brand.

At Marketo, avoiding these pitfalls is known as the abc’s of marketing.  To sum it up marketers need to engage people As individuals, Based on what they do, Continuously over time, Directed at an outcome, and Everywhere they are.  I hope you found this engaging and please let me know of any other pitfalls we should be thinking about when developing our next marketing strategy.   

How do custom dupe rules work

If all dupe fields match, the existing record is updated, otherwise a new record is created. However, if email address is blank, a new record will always be created.



Custom Dupe Field



New record


New record


Update record


New record


New record



New record



New record


So the matching is pretty strict, and only when both fields are exactly the same, the record is updated. A blank value for the Custom Dupe rule is also a value, and is therefore often the cause of duplicates.


If the email address is blank, Marketo will always create a new record. This is true with or without a custom dupe rule. The only way to update a record without email address is via the API, while specifying the Marketo ID or Foreign System Person ID (see below).


Keep in mind that Custom Dupe Rules usually apply to all input methods: API, list import and forms. So all forms need to provide all keys also. As an example, your unsubscribe page needs to include the Last Name (pre-filled, possible hidden), otherwise it will create new Leads when people unsubscribe (Last Name is empty and does therefore not match the Last Name on file).


If the dupe rule is by Lead Partition, there is a specific caveat: Lead Partition is not an actual field. For forms and List uploads, it uses the primary Lead Partition of the Workspace for matching purposes. That is usually the desired behavior. However, when using the API, you’ll need to specify the Workspace, which is only possible in some API calls, but not all of them.

Advanced configuration

There are a couple of advanced configuration options available for custom dupe rules. First of all, it is possible to enable them separately for API, list import and form submission. For example, if form submission does not have the custom dupe rule, it will simply match by email address, but list import and API would use the custom dupe rules. This is not a common setup, but it may be useful for some situations.


It is also possible to add more than 1 Custom Dupe Rule, using 3 or more fields. This is also uncommon, and you run the risk that a lot of unintentional duplicates are being created.


The SOAP API also offers some options to create duplicates. The most commonly used option is the Foreign System Person ID, or FSPID in short. This is an external ID that can be used instead of the email address. If you upsert a record with FSPID as the unique key, it will match on FSPID. On match it will update, otherwise it will create a new record. It is important to note that the FSPID can only be set via the SOAP API, and it is recommended to push forms through the SOAP API, as well as List imports, otherwise those Leads won’t have an FSPID.

Process to set up Custom Dupe Rules

Custom dupe fields can be set up by filing a ticket with Marketo Support. It is generally recommended to enlist the help of a Marketo consultant for more complex setups, otherwise you run the risk of unintentionally creating a lot of duplicates.


Although Custom Dupe Rules can be very useful in specific situations when the behavior is well understood, they often lead to the creation of large numbers of unintentional duplicates. It is recommended to carefully evaluate alternatives before implementing custom dupe rules and – if possible – enlist the help of a Marketo consultant to review the options.

De-Duplication in Marketo

By default, Marketo will dedupe new records by email address. If there already is a record in Marketo with the same email address, that record will be updated with the new information. If no matching email is found, a new record is created.

If you set up a custom dupe rule, Marketo will match on email as primary key, and another field as a secondary key. For example, if you add Last Name as a secondary dupe field, Joe Smith ( will create a new record, even though Catherine Doe with the same email address is already in the database. This is because both email address and last name need to match to update the existing record. So if Joseph Smith ( is entered, the first name will be changed from Joe to Joseph, because both email and last name match.

Custom dupe rules apply to list uploads, form submissions and to most API calls. It does not apply to the native CRM sync, which matches on CRM ID instead of email.

Common scenarios

Custom dupe rules are typically used for a limited number of scenarios.

Dupe by Lead Partition

The most common scenario is if the Marketo instance has multiple partitions that need to be independent from each other. Normally, the same Lead can exist in only one partition, not in multiple. However, when you add “Lead Partition” as a custom dupe rule, a record with the same email address can exist in multiple partitions. This can be useful if two completely separate business units are on the same Marketo instance.

Dupe by First Name

If multiple members of a household use the same email address, dupe by first name ensures that all members get their own record in Marketo. However, if multiple household members are part of the same email send, only 1 email will be sent (to the first created record). Trigger emails can be sent to both records individually. Communication Limits apply to each record separately, so with a  limit of 5 emails and 2 records with the same email address, the email address can receive up to 10 emails per week. If someone uses multiple variations of the first name (e.g. Beth & Elizabeth), this creates unintentional duplicates.

Dupe by Last Name

Dupe by Email and Last Name is often used if multiple employees of the same company use the same email address. The same caveats as for “first name” apply. Also, it is less and less common that people don’t have their own email address.

Dupe by Foreign Lead Key

Some companies maintain their own unique lead key, which allows multiple records with the same email address. To be able to replicate this in Marketo, this lead key can be added as a custom dupe field. However, all form submissions and list uploads will also need to include this Lead Key, otherwise additional duplicates are created. This scenario is therefore often not advisable.

Even though it seems like there is a new Marketing Channel available almost every day, I’m devising my smart fridge strategy as we speak, email marketing when done right, is still one of the most profitable acquisition and lead retention channels available.  To clarify, by “done right” I mean permission based email marketing with content that is personalized, relevant, timely and highly optimized.   If you do not have a great email program like this then you are certainly leaving tremendous value on the table.


So how can you craft a slammin’ email channel driving mucho value to your stakeholders?  The answer is actually quite mundane.  To do so you just need to have the right set of metrics to analyze your email marketing channel and optimize that thing to stardom.   This set of metrics is going to be called your Key Performance Indicators (KPIs) and should be very closely tied to your organization’s primary business goals.  In fact they will be a direct measure of how well you are achieving those goals. 


Now, let’s talk data.  When choosing KPIs that help measure your business goals it is important that you follow these three rules:  keep them very simple, produce them very timely and make sure they are instantly useful. The important thing here is make it so that people can view your KPIs and quickly understand what they mean and then take action on them immediately.  This is so important because in today’s world we all need to act fast!  


There are three categories of data you will be analyzing when it comes to optimizing your email marketing channel.  The first is Engagement, the second is Behavior and the third is Outcome.  When creating your KPIs you need to always be thinking about these three things Engagement, Behavior, Outcome. 


  • Engagement is a category that encompasses email campaign metrics and how emails are resonating with the target list.  It measures things such as how many emails were sent, to whom did we send them and what was the result.    Here are some great KPIs that help me measure my business goal of driving deeper engagement within my list:


    • Delivery rate - (# of emails - bounce backs)/ (# of emails) – measures the quality of your lead list.
    • Open Rate – (# opened/# emails delivered) – represents the success of your from field and subject line.
    • Subscriber Retention Rate - (# subscribers - # bounces - # unsubscribes)/# subscribers) - measures how well you are targeting your database and if you are delighting them. 
    • Click to delivery rate - # of clicks/# of emails delivered - helps you understand the mailing list quality and email content relevance.


  • Behavior is a measure of what happens after the viewer clicks a link on the email.  What do they do on my site, how well they engage, and do they buy? Here are some great KPIs to measure my business goals of deeper engagement on my website, elevated content consumption, and an increase in Sales Qualified Leads :


    • Bounce Rate – (# of clicks to the website with a single page view / # visits) –a great measure of the alignment between email and landing page.
    • Depth of visit. – (% of email campaign visits that last longer than xx pages) – especially important for non-ecommerce.
    • Actions completed – (% of visits that took the call to action on the landing page)


  • Outcome is a measure of the goals, conversions, and revenue you drove through your email channel.  Tracking all of these conversions and attributing it back to your email programs is critically important.   Here is my list of outcome KPIs that measure my business goal of increasing total revenue:


    • Macro conversion rate – (Revenue producing conversions / Visits) – How successful are you at targeting your audience with the right message at the right time.
    • Ave revenue per email sent – (Total revenue / # of emails sent) - Use this to measure how clean your list is.
    • Profitability = (Rev generated - cost - cost of goods sold) / # emails sent) – The holy grail of KPIs



One last thing to note is that there is no one size fits all when it comes to email KPIs, you must be willing to experiment with your campaigns and how you analyze them and change your approach accordingly.  Nor is it always possible to track all of these metrics all the time. I find that choosing one from each group may be sufficient.  For example, if I wanted to keep it simple I would choose Click to Delivery Rate for Engagement, Bounce Rate for Behavior and Profitability for Outcome as my top three and go from there.

First of all let’s answer this question, ‘what is website analytics?”  A good definition I often use for web analytics is “The qualitative and quantitative analysis of your website and your competitor’s websites for the continuous optimization of business outcomes for all channels, both online and offline”.  Web analytics are direct, specific and measurable.  Do not use faith in what you believe in but instead use data to measure the things that will drive revenue for your business. The benefits of performing robust website analytics are that we will increase accountability in our organization, fail faster when we are trying new things and delivering better business outcomes based on concrete data.

To begin to understand your website analytics you first need start tracking the most basic elements of activity on your sight. To do so you simply need to place a javascript code on your website provided by a free service like google analytics or yahoo analytics.  75% of the data you need are gathered just by placing this into the footer.  Typically these services help you answer the what. What are the top 10 pages visited? What are the top 10 sold products? What are the most popular downloads? To drive real improvement in revenue performance however we must answer the why.  Why did they go to those 10 pages?  Should those have been the top 10 pages? Which ones should have been and why weren’t they?  This is so important to your business and it is a must have for every marketer out there. To find out “the why” of your website’s performance you must endeavor to perform 5 key best practices and here they are:


  1. Clickstream analysis – As we mentioned above, this will tell you what is happening on your website and can be provided to you quite easily with tools such as Google, Yahoo, WebTrends, and CoreMetrics.  This will serve as the basis for your analysis, but is only the beginning.
  2. Multiple Outcomes Analysis - Ecommerce conversions - How much happened and more importantly, how much revenue did you generate? 
  3. Voice of the customer – This is typically done with a survey for about 2-3% of visitors and there are two types. 
    1. Site level surveys for measuring session experience. These are done upon entrance or exit and are usually a popup.  These are very good at understanding macro issues, big things that might be wrong such as experience, impression, navigation elements and overall effectiveness of site. 
    2. Page level surveys for measuring micro issues. These are usually part of specific pages and can be opened with a plus sign.  In page level surveys you gain information about micro conversions, transaction efficiency and overall satisfactions with individual pages on your website.
  4. Experimentation and testing – This is a key step to understanding you website in terms of what is working and what is not.  This will also give your customers a say as to how you website will work going forward, because the results will be based precisely on their behavior!  Only through experimentation and testing can you determine how to improve and optimize your website.  Typical types of testing are A/B and multi variate testing.
  5. What else? - Competitive Intelligence.  Understanding how your competitors are faring in the market place will provide bountiful insights for your business.  For example, do you know who their customers are, their demographics, and their lead sources?  The ability to understanding your competitor’s performance on the web is key to your success on the web.  A tool like can provide just such information to you, most of which at no charge.

Most social marketers that I know have been hard at work trying to build a robust presence on various different social channels.  They are building connections on linkedin, gaining followers on Twitter, and some are even being liked on facebook…I know, right!  But when they go to their executive team to tell them about all the success they have been having they get a resounding, “So what?”  Any marketer that cannot show the economic impact of their activities will fail to earn the attention of their executives.  Further, they will fail to get those same executives to focus on the right social strategy because they are not showing any impact of their efforts.  Proving the value of Social Media Marketing is not as hard as it seems. I have 4 simple metrics that will help your executives understand if you are participating in social media optimally, and prove the short and long term value of your activities.


1. Conversation Rate.  The Conversation rate is the total # of audience comments per social contribution.  The primary function of social media is to have conversations with people.  If you analyze your conversation rate you will understand what is interesting to your audience as a result of how many user comments you get.  This is very important to understand because if no one is replying to your posts then why are you posting?  There is no purpose if no one engages with you.  Tracking the conversation rate forces you to go back and understand which posts are engaging your audience and which ones are not.  Once you know that, you will know what type of posts will work going forward.  Taking this further, you can show your executive how your efforts are driving deeper conversations over time.


2. Amplification Rate. The amplification rate is the # of forwards per social contribution.  This is really cool!  If I participate in a social platform and I just talk, or talk to a few people that is not really very cool.  But if my direct audience shares my messages with their networks then they will magnify my messages and my brand.  When I participate in social media, I am participating as a brand, just like Coke or Pepsi or Marketo!  The core purpose of the amplification rate is to understand if the people who are following you are amplifying your message beyond your immediate reach. This is brilliant marketing.  Now you can go to your executive team and not only show how your followers have grown over time (boooooring!) but instead how your messages are being amplified by orders of magnitude!  Now that will get their attention!


3. Applause Rate.  Applause rate is defined as the # of "positive clicks" per social Contribution.  One of the key things about Social Media is that it is really hard to understand the quality or relevance of our contributions to our audience.  Normally, brands go on to social media and start shouting at people, here are some promos, here is our content, and here is our website. Well this is not always very useful to the audience in general.  So then how do you measure the quality of your contributions?  That is where applause becomes a great metric.  What applause measures is that for any given contribution, how many people have you delighted enough to like or favorite your post?  If I see that a post has 0 or very low applause rate I can understand that it is not relevant, high quality, or of value to my audience.  Remember we are trying to initiate conversation on social, so this becomes very important.  By tracking your applause rate you can show your executives that you are driving brand affinity over time.


4. Economic Value.  Economic value of a social campaign is calculated by adding the revenue generated by the campaign + any cost savings.  Every single brand needs to measure this and the people who create economic value will receiving never ending attention from their leaders.  Revenue might be the result of someone coming to your website because of your tweet and converting.  It could also be the result of a longer term relationship, such as signing up for a newsletter and converting at a much later date after many other interactions.  Cost savings could be derived from having such a robust social channel that you can reduce costs advertising on other channels.  To calculate economic value you might use a tool like Marketo, Omniture, Web Trends, or Google Analytics.  To perform the calculations you need to measure actual revenue from macro conversions.  This might be people buying on your website, or through a sales rep.  Either way, you analytics tool will have this data.  Secondly, you have to calculate the economic value of your micro conversions.  Micro conversions are things such as app downloads, newsletter subscriptions and video views.  Each of these micro conversions has an inferred value which you will input into your analytics package.  Your analytics package will track all micro conversions and report on the total value of each micro conversion type.  Cost savings will be the delta of what you are spending on your other channels now versus what you would have spent without social.  Just add these together to get the economic value of your social channel.

Now you can go to your executive team and say, here is the amplification rate, here is the applause rate, and here is the conversation rate.  All of this has been helping us create deeper, richer engagements with our audience.  Not only are we making social media a marketing asset, it also generates economic value every day.  Drill down to your analytics and demonstrate the economic value of each social media campaign. 

Focus on these 4 metrics and you can optimize your efforts across all social channels and maximize their economic value.

I am a huge proponent of using Twitter to broadcast important messages because, as of right now, there are over 300 million active Twitter users online.  Not only that, Twitter users trend younger, wealthier and more highly educated than your typical internet user.  For me, marketing to this audience has also achieved some pretty impressive results.  For example, I recently tweeted a link to a hilarious content marketing play that was retweeted 198 times, netting me dozens of new followers (and potential leads!).  As the median Twitter account has about 100 followers, this piece of content had the potential of reaching about 20,000 tweeters.  Through experience, I have learned how to be relevant to my particular audience, and I am achieving better results because of it.  But why do some of my contemporaries still struggle to gain traction on such a promising channel?

Based on my first hand observations, most of the marketers I know who are struggling with Twitter are making one or many of the following mistakes:

1) They don’t pick a specific target audience. This often overlooked task is actually pretty easy, just pick one or more of the top target audiences from your other channels and start from there.  If you fail to properly identify your audience your messages will not resonate with the majority of people who see it.  The right message may be much different for businesses than consumers, executives than staffers, and so on.  Selecting an audience is important because once you have a target audience you can address what it is they are looking for.  Some audiences will be interested in product discounts, others in fun or entertainment, still others in exclusive content.  Having a clear idea of the audience and their needs will be crucial in capturing their attention.  


2) They don’t spend enough time creating a compelling Twitter account. In order to harness the true power of Twitter, you need to have the right people listening to your messages.  This means you have to be smart about creating a highly networked account.  One where you are following the right type of people and the right type of people are following you.  I recommend that you start by simply searching on Twitter for people to follow for 5 – 10 minutes a day, every day.  Try to find people your target audience would be interested in.  Industry thought leaders, cultural icons, important people or brands, and other smart people with something significant to say.  Next start listening to those people, follow their conversations for at least 10 minutes per day.  Once you are ready to get involved then start adding to the conversation.  For example, begin by sharing some witty comments or valuable links and see what happens.  Once you learn what type of content is captivating your audience you are ready to move fully into the realm of engagement.


3) They don’t create a logical posting plan. A posting plan should be based on your overall Twitter strategy with a goal of engaging your target audience.  First, you need to have business outcomes in mind for why you are using the Twitter channel to begin with.  It could be for general branding purposes, building leads, customer service or something else entirely.  Make sure you know what it is (I’m serious!).  Then, determine when the target audience is listening and schedule posts accordingly.  This is very important because, according to Quora, retweets peak between the hours of 2pm to 5pm EST.  If the target audience is listening during the afternoon, they why would someone post first thing in the morning?  Lastly, you should have a detailed editorial calendar for Twitter messages.  This will allow you to create a series of related messages that work together in a coherent, branded pattern which makes sense to your audience. And when you post, ask for a retweet, and make sure to spell it out, “please retweet”, according to, you are 23x more likely to get a retweet when you do!


4) They aren’t using promoted tweets.  Promoted Tweets are ordinary Tweets purchased by advertisers who want to reach a wider group of users or to spark engagement from their existing followers.  It is important to use promoted tweets regularly to make sure messages are seen by the largest audience possible, especially the most important messages.  While regular tweets are only seen by a fraction of the target audience, promoted tweets stay at the top of the twitter feed for an extended period of time, so the audience is sure to see them no matter when they log in.  This is vital for growing a Twitter account and finding new followers.  Promoted tweets are also great for testing, as you can get time series data on clicked tweets (now you will know when to send your next tweet!).  Lastly, plan on using promoted Twitter Cards.  These types of posts allow marketers to embed graphics into the tweet for an eye catching effect.


5) They don’t nurture their Twitter leads with an engagement marketing campaign.  Engagement Marketing means you open up a dialog with engaged members of your audience.  Individuals that have engaged with your brand should be passed directly to your marketing automation platform and placed in a relevant marketing campaign that addresses them as an individual, based on their interests.  This is critical because you can now direct them to a desired outcome, such as purchasing your product or service, and attribute revenue to your Twitter channel.

By correcting these five mistakes, you can harness Twitter to grow you audience, reinforce your brand and drive revenue growth.

Happy Tweeting!


Engagement marketing is a marketing strategy that directly engages consumers and invites and encourages consumers to participate in the evolution of a brand.  Mastering this strategy is a great opportunity for companies to generate brand awareness and build meaningful relationships with their customers and prospects.   As a Solution Consultant, it is my privilege to meet with our clients and help them understand how they can empower their business with this innovative marketing strategy.  It seems that almost every day I run into a client that loves the idea of engagement marketing but just does not know where to begin.  Do they start with content, nurture or lead scoring?  What about PPC and Re-Marketing?  Not to mention personalizing the website.  Each business is different, so therefore it is going to take a specialist to get started in the right direction.

Of course, you need the right software to begin with, ala Marketo, but more importantly, the right people to manage it.  Some of my clients will hire full-time specialists to staff the engagement marketing initiative, and others will train existing resources.  These strategies can work very well, but what I find more and more is that businesses are turning to Managed Service Providers (MSP’s) to ensure they take full advantage of the benefits an engagement marketing system can provide.   Managed Service Providers are partners of Marketo who specialize in a variety of areas necessary to run a great Engagement Marketing Strategy.  From implementation, to data integration, campaign strategy to content, there is an MSP out there who can help you in one or all of these areas.  It’s what they do!  There are many reasons why companies choose to leverage an MSP, and some of these reasons will apply to you I am sure.

1.  They have never done this before
Engagement marketing is a relatively new concept and even some of my large clients still haven’t mastered it.  Perhaps they are doing traditional advertising, or they might confuse email marketing with engagement, maybe they don’t understand the great ROI, whatever the case, many still have yet to make this important leap.  Hence, they do not have the strategy and tools necessary to maintain meaningful relationships with their customers.  The good news is that many Managed Service Providers do get it, and in fact are experts at using marketing automation technology to do just that.  They have acquired proficiencies in house that take years for a traditional marketing department to master (through trial and error).  Not only do they get to a positive ROI in a short amount of time, their clients learn from them as they go.

2.  They have done this before but the marketing queue is too long
In other cases I have found that even though my client has proficient resources on staff, they don’t have adequate access to them because their project or department is not a priority. What this means to the marketer is long wait times for critical and time sensitive initiatives, missed opportunities and missed ROI.  And as we know, business is moving at an ever increasing pace, so timing is everything.  Using an MSP will remove this obstacle because they can typically get your engagement campaign out very quickly and with relative ease, so now they don’t need to wait in line to get things done anymore!

3.  They don’t have the budget for it
To this I counter, they don’t have the budget not to do it; research shows that engagement marketing works.  We know that buyers are spending most of their time on self-directed journeys and that they demand a personalized approach.  So it’s imperative we communicate with them in a meaningful way throughout their journey.  Using an MSP to accomplish this goal can be surprisingly affordable.  Typically, MSP’s are supporting many different customers at the same time and therefore will get volume discounts from the vendor.  Further, they have already devised effective strategies for many clients that can be leveraged for an economy of scale.  So on a short term basis, the cost of using an MSP can be 30-40% less than deploying your own instance for the same project.  They are getting better value and a higher level of expertise.
So as you are deciding how and when to run your next (or first) engagement marketing campaign, don’t forget to consider that Marketo has a brilliant partner network with the marketing and industry expertise you need.  I have had the privilege to work with a fantastic network of Managed Service Providers that can help you take your marketing ROI to the next level.  To find the right partner for your business just ask your account executive, or visit us at on Launchpoint, our partner portal, at