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2017

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

 

Emily.jpg

Company: Korn Ferry

Title: Digital Marketing Manager

Location: London

Hometown: London

 

What was your first job? Working in an animal sanctuary.

 

How and when did you get started with Marketo? What was your first role and initial reaction to the platform? I was hired as a Marketo operations specialist in 2014 before I had ever been into the system. Marketing Automation was just starting in the UK and opportunities to start using the platform were sparse. At first I though, wow, that's a lot of folders, but now it is second nature.

 

What is your favorite thing to do in Marketo and why?  I like keeping everything neat and tidy, from folder structures, to data cleansing to standardizing templates and colour schemes across the board. It is something that is timely but so worthwhile since it can be the most visible. I also enjoy finding clever ways to do things faster, such as consolidating flows and triggers.

 

Through out your Marketo career, what are you most proud of? Most proud of having the chance to be flown over to San Francisco from London to the Summit. That was a huge achievement, and renewing my certification there was the cherry on top.

 

What piece of advice would you give to someone who is just starting a career with Marketo?  Be calm, at all times, and always clone, never start from scratch.

 

What's the best advice you've ever been given?  If you don't ask, you don't get!

 

Your house is burning down...what do you grab first?  Captain Salazar of Slytherin, my cat!

 

Have any questions for Emily? Ask them below!

 

Connect with Emily

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

Enough to drive a MOPs person crazy:

 

A Marketing Automation Architect is perusing the marketing calendar and looking at emails scheduled to go out for the day. She spots an email marked as “operational,” meaning it will send to unsubscribed leads and will not include an unsubscribe footer. Upon further inspection, it seems this email should definitely not be sent as operational as it is definitely not transactional. She approaches the Marketing Manager who created and scheduled this email.

Marketing Operations Architect: Hi, Marketing Manager! How are you today? I noticed that you have an email scheduled to send as operational, but it’s not a webinar confirmation or an asset download delivery. Was that a mistake? I’m happy to fix it for you.

Marketing Manager: No, it wasn’t a mistake. I styled the email to look like it was coming from Outlook. If I sent it from Outlook I wouldn’t have an unsubscribe footer. What’s the difference?

Marketing Operations Architect: *screams internally*

 

Sound familiar? Contrary to what you might have heard during the sales process, Marketo is complex and running marketing through it requires a particular set of skills. Organizing your marketing team to account for these skill sets will ensure that you are getting everything out of Marketo that you can.

 

Specialized MOPS Team Structure: The Scalable Solution for Marketing Automation

Companies generally approach creating and launching programs in Marketo with either a generalist team structure or a specialized one.

  • The generalist team structure attempts to have Marketing Managers themselves build programs and architecture in Marketo after having received (at least some) training in Marketo. These Marketing Managers develop the campaign and write the copy, then build and schedule the program and campaigns in Marketo. Sometimes one of these Marketing Managers takes more of an ownership role over Marketo, but as a generalist instead of a full-time responsibility.
  • The specialized team structure introduces dedicated Marketing Operations specialists to the team structure. The Marketing Managers continue to develop campaigns and write copy, then hand off the information to a MOPs Specialist who builds and schedules it in Marketo. The Marketing Operations Architect provides ongoing support for the instance.

 

Scaling-Your-Marketing-Team-for-Operational-Success-01.png

 

Most companies start with the generalist team structure, especially when marketing teams are lean and each person has to wear multiple hats. This team structure doesn't actually scale though, for a few reasons:

  • Gaining expertise in Marketo is time- and effort-intensive and requires a more technical skillset. Marketing Managers might not be impassioned by technical duties. Even if they are, it eats away at the creative time they need to develop campaigns and write copy.
  • You only need a little knowledge to execute campaigns in Marketo, but you need a lot more knowledge to build them right. Extra steps (like progression statuses) weren’t critical for sending communications at the time, but a year later, you find that you have sloppy data, can’t report on campaign successes, and have a Marketo instance (and corresponding CRM data) that is impossible to untangle.

 

The specialized team structure resolves many of the problems inherent in the generalized one by distributing tasks to the appropriate skill set.

 

Specialized Marketing Team Structure Roles

A professionally scaled marketing organization setup recognizes the roles that need to be filled on a nearly full-time basis:

  • Marketing Operations Architect: This person is the ultimate power user in Marketo. The person knows it inside and out and is the ultimate end-all of knowledge in the platform. Because of their depth of knowledge, MOPs Architects manage the submission process, marketing campaign templates, and overall governance of Marketo.
  • Marketing Operations Specialist: This is the person who builds the campaigns in Marketo. The Marketing Manager has provided all the copy, images, campaign schedule, and necessary materials. The MOPs Specialist is the one who implements the program and campaigns in Marketo, making sure that the emails and landing pages all function as expected, makes sure that programs are structured properly for reporting, and creates the assets to follow the overall governance structure for Marketo.
  • Marketing Manager: This is your traditional marketer, someone who thrives on creativity, designing resounding marketing programs, campaigns, and emails. The person in this role plans the marketing campaigns, pulls together the marketing copy and the incentives for leads to engage with the business, and gathers all the pieces of the marketing campaign together for handoff to a MOPs Specialist.

 

The Marketing Operations Architect creates the overall process and ensures that system-wide governance is enforced in Marketo—things like naming conventions, folder and campaign organization, and any time-saving initiatives in process. The Marketing Manager submits all the campaign information to the MOPs Specialist, who then builds the campaign in the platform. In most cases it’s an iterative process: some back-and-forth with the Marketing Manager on length of the copy or changes to images, for example. The MOPs Specialist stages the campaign and hands it over to the Marketing Manager to review for quality assurance (does the copy look right in emails, on landing pages, and so on). Once the Marketing Manager approves it, the MOPs Specialist launches the campaign in Marketo.

 

 

Setting Up A Centralized Submission Process to Optimize Project Management

A centralized submission process is a fundamental method of scaling marketing operations and marketing efforts. It establishes QA processes, eliminates errors from the building processes, and solidifies Service Level Agreements (SLAs) between marketing and marketing operations. It is the essential tool for scaling marketing in a complex enterprise organization. In a centralized submission process, Marketing Managers input their copy, images, schedule requirements, and so on, into a worksheet in your project management system, then submit it to the Marketing Ops Team. The worksheet has been developed to align with tokenized program templates. Individual sections, such as titles and headlines and body copy, are mapped to individual program tokens for the marketing programs. Here's how it works:

scalingyourmarketingeffrorts-image02.png

 

Why Centralized Submission Process and Not Just Email Back-and-Forths?

A centralized submission process is a great way to combat last-minute requests from Marketing Managers, over-communication to prospects, rogue marketing programs, inadequate QA for marketing communications, and scaling inefficiencies of the marketing operations teams. It standardizes the way Marketing Managers send their requirements to the Marketing Ops Specialists so that all relevant information is gathered before the campaign is implemented. It sets up an iterative relationship between the Manager and the Marketing Ops Specialist, which means errors are more likely to be caught and corrected before they reach your prospects’ eyes. It also provides a level of governance that guards against rogue marketing requests that disrupt other campaigns, and ensures that the method by which you obtain campaign performance metrics is consistent. Building out a centralized submission process is an iterative approach. Marketing Ops Specialists can build significantly faster when they have all of the build requirements consolidated in one place. Marketing Ops Architects can keep a steady eye on the speed that campaigns are being built, how SLAs are hit or missed, and refine program templates (and project management software) to smooth out problems as they come up between Marketing Managers and the Marketing Ops team.

 

How a Centralized Submission Process Works

The Marketing Manager submits a request that includes all collateral, assets, due dates, and the submitter’s name, through a project management system. There are obviously lots of different project management systems that you can choose, and each has its own pros and cons and general fitness for different team sizes. No matter if you're using LiquidPlanner, SmartSheet, Atlassian's Jira (my personal favorite), or something smaller, you should configure the project management software to be streamlined and the central area for dealing with ticketing for marketing campaigns.

 

The project management system alerts the Marketing Ops Specialist that a request has been submitted. The Marketing Ops Specialist reviews the information and, if necessary, consults with the Marketing Manager to clarify ambiguities or request additional information. When the program and assets are created, the Marketing Ops Specialist requests final approval from the Marketing Manager. Once the Marketing Manager approves the assets requested, the Marketing Ops Specialist executes the campaign. With this process, you double the number of eyes on the campaign before its execution. If your organization is quite large and brand conscious, you can also include a QA by your brand team in this step.

 

 

Setting Up a Centralized Process

 

For a fluid centralized submission process, do the following:

 

This makes creating email and landing page assets turnkey. Go one step further by housing your email and landing page assets in a templated program. That way you can simply clone an entire program that contains not only the necessary elements for your marketing initiative, but the tokens used for your email and landing pages. To learn more about program templates, we've compiled a full guide here: “The Marketo Expert’s Guide to Program Templates.”

 

Create a Request Worksheet for Your Marketing Managers. Now that you have tokenized approved templates, create a submission worksheet for your Marketing Managers. Include all the fields the Marketing Ops Specialists need in order to build the requested asset (copy, images, URL links), as well as options for approved templates. Marketing Managers complete the worksheets and send them via the project management system to your Marketing Ops team. Marketing Ops Specialists replace the token values with the content (copy, images, URL links) sent by the Marketing Manager. For example:

scalingyourmarketingeffrorts-image04.png

 

More advanced and scaled organizations, can manage the progress of the program as it is being built between the project management software and Marketo by using a program tag to specify where the program is in the build process—drafting, ready for review, QAing, ready to deploy, and deployed.

 

Scaling Into the Future

 

Establishing a Centralized Submission Process is how you get into really scaling your team and your marketing efforts. This approach allows you to add in new business units, new business acquisitions, new regions, and it guards you against turnover because there's a standardized way the whole process is dealt with. You get to have Marketing Operations Specialists do the building and QAing of the campaigns, and that gives the Marketing Operations Architects the chance to see how the process is working, identify problems and gaps, and then manage and tweak the Centralized Submission Process so that those improvements get to be felt throughout the whole organization, not just shoddily applied in silo'ed areas or with silo'ed Marketing Managers.

 

It'll make everyone's life easier in the medium-term, and your organization will start to see the benefits (measured in less money spent on headache medicine) nearly immediately.

 

P.S., we're hiring! If you thrive in Marketo excellence, send us a note with your LinkedIn profile: Marketo Consultant - Etumos

There is always a lot of talk related to archiving content/programs and how this affects finding archived content in Marketo. Today I wanted to share a quick tip that I learned during the last Silicon Valley User Group.

 

YOU CAN SEARCH ARCHIVED CONTENT/PROGRAMS IN MARKETO! And here is how....

Step 1: Get the search bar to render in the middle of your screen. This can be done by either method listed below.

  • When logged into any space in Marketo, press "Alt and F" (Alt-F) and the search bar will appear.
  • Click in a section's search bar and click "Enter". This will also provision the search bar shown below.

Screen Shot 2017-12-13 at 11.12.45 AM.png

Step 2: Search for whatever your heart desires!

 

This search bar is magical for a few reasons:

  • Allows you to search across all spaces in Marketo (no need to remember what space your content is in)
  • Allows you to search for content that has been archived! (very helpful)
  • Accessible with keyboard shortcuts (for those of us that hate using a mouse)

 

Example: "!Entry Point V1" appears in this search even though is is nested in an archived folder/program.

Screen Shot 2017-12-13 at 11.16.00 AM.png

 

Shout out to Jessica Kao Mike Rizzo Megan Heidmiller and Marketo for help their help discovering and sharing this functionality.

This week’s Champion Spotlight is Josh Hill.   Josh just recently hit LEVEL 10 within the Marketing Nation Community!  This is quite an achievement and a true display of his willingness to share his vast knowledge with the members of the Community!  Thanks Josh for all of your time and efforts!

 

Now, let’s get to know Josh a little bit better!

 

JHill.jpg

 

Company: RingCentral

Title: Director, Lead Lifecycle Management

Location: San Francisco, CA

Hometown: New York, NY

 

What was your first job? Repairing PCs for neighbors.

 

How and when did you get started with Marketo? What was your first role and initial reaction to the platform?  I started using Marketo in October 2010 as Sr. Manager of Demand Generation at the Economist Intelligence Unit, a division of The Economist. I purchased Marketo to help us automate the lead lifecycle, improving efficiencies as well as to better automate ROI tracking. In the first few months, I was really excited with Marketo’s ease of use and how I could automate away auto-responses and lead routing with a few hours of work, going from 1860 man-hours of manual data management to full automation of the current processes.

 

What is your favorite thing to do in Marketo and why? Engagement programs because they are interesting to setup and easy to maintain with drag and drop functionality.

 

Through out your Marketo career, what are you most proud of? How many people I helped to learn Marketo.

 

What piece of advice would you give to someone who is just starting a career with Marketo? It's all about process management and logic.

 

What's the best advice you've ever been given? Leadership is about helping others become leaders.

 

If someone gave you $5 million tomorrow, what would you do?  Teleportation

 

What is one goal you would like to achieve in your lifetime?  Reverse global warming

 

Have any questions for Josh? Ask them below!

 

Connect with Josh:

LinkedIn:  https://www.linkedin.com/in/jhill2/ /external-link.jspa?url=https%3A%2F%2Fwww.linkedin.com%2Fin%2Fandyvarshneya%2F

Because the spam folder is where eBooks go to die.

 

  1. In the draft of your email, go to Email Settings (top left) and check the “Preheader” box. Put a snippet of the email in the text box. For many email providers, the preheader is the small bit of preview text that shows up next to the subject line. It's your first chance to hook the reader and get them to open your email.

cid:image005.jpg@01D32D7C.14381250

  1. When you insert an image, put something in the "Image Description" box. Marketo defaults to the name of the file you uploaded, like 3-Col_363.png. For people who don’t automatically download images, they'll see image description and notice a lack of finesse.

Screen Shot 2017-11-29 at 9.06.46 AM.png

  1. Give all links their own titles. I usually just copy the CTA, but it's probably best to use a title that actually describes the value of the landing page. Don't use the URL.

 

How easy is that?