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2017

This week’s Champion Spotlight is Juli James. Let’s get to know Juli a little bit better!

 

Juli.jpg

 

Company: St. Edwards University

Title: Assistant Professor

Location: Austin, TX

Hometown: Cardiff, Wales

 

What was your first job? Electronics Engineer

 

How and when did you get started with Marketo? What was your first role and initial reaction to the platform? I first found out about Marketing Automation and Marketo when I was studying my PhD as I was looking into innovative technologies for hi-tech companies to use to market successfully.  I didn't actually get hands on with Marketo for another year, but when I did I instantly fell in love with what it could do, all the cool automation things it could do. It seemed pretty complex to start with, but once you get the hang of it you can get more in-depth and complex than you can imagine.

 

What is your favorite thing to do in Marketo and why? Personally, I love playing around with the program templates.  I love making everyone’s job easier so if I can build out best practice program templates and save time for all users then I will.  I also love playing with the reports and seeing how well programs are performing.

 

Through our your Marketo career, what are you most proud of? I'm probably most proud of being able to speak at Marketo Summit about my career and how I got to where I am today.  Its been a long windy journey, but I'm happy with where I have got to as a 3x Marketo Champion and Certified Expert.

 

What piece of advice would you give to someone who is just starting a career with Marketo? Watch as many videos and trainings as possible.  There is some great stuff out there by various experienced users (Josh Hill, Sandford Whiteman and of course The MindHive).


If someone gave you $5 million tomorrow, what would you do?
I would pay off all mine and my families debts and then buy a few houses and cars and probably change to a part-time job so I can travel and enjoy life.

 

If you could have an endless supply of any food, what would it be? This is an easy one....Cadbury's Dairy Milk Chocolate - but only if it comes from the UK.

 

Have any questions for Juli? Ask them below!

 

Connect with Juli:

LinkedIn: http://uk.linkedin.com/in/julijames/

Sometimes, you need a static list to behave like a smart list. Static lists I think get forgotten. They are fantastic tools that I think more Marketo users should leverage.

 

In this quick post I'm going to outline how you can use a batch smart campaign, smart list, to make a regular static list update on a regular cadence. This technique is useful when syncing lists to third party advertisers such as MediaMath, AdRoll, or even LinkedIn.

 

First step is to make a smart list with exact criteria you want. Whatever tickles your fancy.  In this screenshoot I have a smart list that contains all the people in Nurture status, meaning they are at the top of my lead lifecycle.

static1.png

 

Second step: I built a static list with the very same name as the smart list. I only did this so I could easily see which items paired up with each other.  This static list becomes the recipient of new additions to the smart list. I ran single flow action to take everyone that was on the smart list and add them over to the list.  That's why we have 204,485 people to start on the static list (your list size will be different than mine ).

 

Screenshot of the static list:

 

static2.png

 

Step three is to make a SMART CAMPAIGN that links the smart list with the list.  In the smart list of the smart campaign I'm using the advanced logic option to say: IF you are a member of the static list BUT NOT in the smart list, OR, You are a member of the static list BUT NOT on the smart list.  This is a big tricky but the logic is looking for:

 

#1 people that should be on the static list but are not

#2 people that are on the static list and should now be removed

 

This is what the smart list logic looks like on the smart campaign:

 

static3.png

 

Then in the flow, we are going to ADD the people that should be there, and REMOVE the people that should no longer be on the list.

 

The first flow step says to add people to the static list if they are a member of the smart list.

 

Then I wait 3 minutes (I do this just as a security check on - I think this may be redundant)

 

Then the second flow step says if you are not on the smart list, remove them from the static list.

 

static4.png

 

Then I set up the cadence to run every single night to keep the static list up to date. This is what our run history looks like.

 

static5.png

 

Make sense? Is this useful to anyone??

Our first engagement program took four months to set up. It was our first big accomplishment after implementing Marketo, and believe me, we celebrated! It had one stream made up of seven emails that went out Wednesday mornings at 9am. We immediately saw a huge lift in engagement which, at the time, meant the same lift in the number of MQL alerts passed to sales.

 

Fast forward two years: we now have 9 active engagement programs through which leads and contacts are funneled based on a combination of persona and lifecycle status. These engagement programs each have multiple streams that further personalize content based on behavioral triggers and predictive data. We’ve seen continuous growth and are super excited about the results!

 

Here’s the problem: we haven’t had the resources to develop new content as rapidly as we are learning to personalize what we deliver. As you probably know, this is a growing problem in the world of automation. Until our most recent addition to our content team, we had to make huge efforts to stretch our content as far as it would go without sacrificing personalized, relevant messaging.

 

So what did we do?

 

Our Senior Content Developer sums it up perfectly: “we found the lowest-hanging fruit that people actually want to eat.” For us, it was nurture. We created a new stream within each engagement program and called it the “Exhausted Content” stream. Every time we add an email to one of the other streams within the program, we clone it into the same program and add the clone to the Exhausted Content stream. Give it a new subject line and exclude everyone who opened it before, and boom! 60% lift in nurture engagement.

 

How to set it up

They say a picture is worth a thousand words (always wished that would fly in college).

 

Schedule this campaign to run based on the cadence of your nurture cast.

 

 

How easy is that!

 

 

Looking for other ways to make your nurture programs more robust? Check out these fan faves:

This week’s Champion Spotlight is Adele Miller. Let’s get to know Adele a little bit better!

 

adele.jpg

 

Company: Dynatrace

Title: Marketing Systems Manager

Location: Manchester, UK

Hometown: Whaley Bridge, High Peak UK

 

What was your first job?

Potwasher at the local pub! In Marketing, I started as a Marketing Assistant at AppSense. I got the job straight out of Uni, and had to actually take time off to Graduate!

 

How and when did you get started with Marketo? What was your first role and initial reaction to the platform?

In December 2011, a new addition to our Senior Management Team bought Marketo after previously using it at his former US based Company. We had an intensive one week introduction course with the amazing Patsy, and after that the system was handed over to me to get some campaigns set up.

It really was a baptism of fire! We had gone from manually exporting contacts from our SF instance, sending them to an external company who devised our HTML emails and sent them on our behalf - to building everything ourselves. My first role was to tentatively get us up and running, which I did by building our intro session knowledge using the University and Community. Before I knew it we had a great instance integrated into our SF, with SOP's, multiple trained users and a great lifecycle and scoring model for our company.

 

What is your favorite thing to do in Marketo and why?

I am a massive data geek so I actually just love taking time out to get some clean up done! Data standardization campaigns, merging duplicates and updating misaligned picklist values to ensure our SF sync is running smoothly is just something I really enjoy.

Outside of the clean up I really love taking on new API integrations - we have a lot here at Dynatrace and seeing those first data sets coming in automatically is really exciting.

 

Through our your Marketo career, what are you most proud of?

The first time I achieve Marketo Certified status. I first achieved this in 2013 at my first Summit and it really made me feel like I was on the right track with Marketo! It was a real turning point in my confidence with the system and pushed me forward to try even more new features out.

 

What piece of advice would you give to someone who is just starting a career with Marketo?

Give yourself time - There are so many different things you can achieve with Marketo that no day is the same or boring.

Giving yourself time to learn new skills through official Marketo Training or the University & Community is a great way to achieve a firm base of core skills on which to build upon. They always say Rome wasn't built in a day!

 

What is your most prized possession?

I'll have to cheat a little here as it has to be my two gorgeous dogs. I have a Cavachon called Carrie and a Bichon Frise called Lola and frequently flood my Instragram and Whatsapp messages with pictures of them. They are just so cute! I spoil them like mad as well - a proper crazy dog lady!

 

How did you get your name?

My Dad actually gave it to me. Back in the day, it was an uncommon name and he met a girlfriend of a friend who was called Adele. He always liked & remembered the name so when I came along I became Adele.

My Older Sister Janine was named in the same way! However my little Sister Siobhan was named after Siobhan Fahey from Bananarama!

 

If you could have any animal as a pet in the world, what would it be and why?

A Penguin!! I am absolutely obsessed with all things Penguin. Most gifts I receive from people are Penguin related, and if I ever visit the zoo I never want to see anything else apart from the Pennguins. My poor dog was even dressed as a penguin as a puppy much to her annoyance! I would call it Percy, or Penelope if its a girl....not that I have thought about it of course

 

Have any questions for Adele? Ask them below!

 

Connect with Adele:

LinkedIn: https://www.linkedin.com/in/adelemiller/

This week’s Champion Spotlight is Chris Saporito. Let’s get to know Chris a little bit better!

 

Chris Saporito.jpg

Company: Paycor

Job Title: Senior Marketing Automation Analyst

Location: Cincinnati, OH

Hometown: Franklin, OH

 

What was your first job?

Sales Associate at Sears

 

How and when did you get started with Marketo? What was your first role and initial reaction to the platform?

I started using HubSpot as a co-op during college in 2013 and developed a passion for marketing automation. After graduating I had a product marketing role and using automation was only a small piece of my responsibility. A local role opened up at my current company and a friend reached out to see if I would be interested. The role was a marketing automation specialist doing 100% marketing automation with Marketo. I started that role in 2015 and spent the first 30 days learning what Marketo was all about. The more that I use Marketo the more I realize how awesome it is that you can know so much about the platform but still have so much more to learn. There's always a best practice to implement or something new to learn and that's probably my favorite part about using Marketo.

 

What is your favorite thing to do in Marketo and why?

My favorite thing to do in Marketo is to learn about things I'm unfamiliar with. One of the coolest parts of using Marketo is that you learn something new all the time. If a project comes across my desk that I'm unsure how to do I enjoy checking the Community and reaching out to Marketo-peeps to school me up. It's a great way to learn all aspects of Marketo and really get hands on experience. Can't be scared of it, you've got to jump right in

 

Through your Marketo career, what are you most proud of?

I think I'm most proud of the overhaul that I did to our email sender reputation. We were very much batch and blast which was hurting our delivery rates. At one point we were averaging somewhere around 80% for our emails. With some digging in the community and strategic help from a Marketo deliverability expert (S/O to Carmi!) we're now delivering at around 98%. It was a great way for me to learn more about how email actually works and how to build and maintain a good sender reputation.

 

What piece of advice would you give to someone who is just starting a career with Marketo?

Jump right in. I was familiar with Marketing Automation before using Marketo but by no means an expert. When I was onboarding I was able to do some side-by-sides and it was very beneficial. Other than that just start looking through the Community to see what other's are asking for help troubleshooting and then look at the answers from all of the smart people! I pick up so much knowledge doing that so when a problem comes up I either know how to fix it or I know where to find the answer or who to ask. You don't have to be an expert at everything Marketo, you just have to look in the right places and talk to the right people. The Community is so welcoming and generous with their Marketo knowledge.

 

If you could have an endless supply of any food, what would it be?

This is a tough question, I have a go-to trifecta of food/restaurants that I usually go with. Chipotle, Pizza and Cincinnati (Skyline) chili. I think that I could eat these every day and be perfectly happy. For those of you who don't know what Cincinnati chili is, it's typically in the form of a 3-way with spaghetti, chili and topped with finely shredded cheese or a coney which is a hot dog with chili and shredded cheese on top. Don't judge, it's amazing.

 

Your house is burning down, what do you grab first?

My two dogs, Chips and Mia. Chips is a 4-year old english bulldog and Mia is a 2 year old yellow lab.

Connect with Chris:

Have any questions for Chris? Ask them below!

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