Skip navigation
All Places > Products > Blog > Authors Elise Hudson

Products

2 Posts authored by: Elise Hudson

In the feedback from our Marketo Fearless Forum: Edition 03 , we received a lot of comments asking for more information on the inaugural members of our Fearless 50. As a result, we have created a new series for our customer newsletter called How 2B Fearless.

 

In this first edition, we sat down with Brooke Bartos, who is not only a Fearless 50 member, but she is also a Marketo Champion and a Chicago MUG Leader. Brooke tells us about what being a fearless marketer means and what that has meant for her career.

 

What does fearless marketing mean to you?

Fearless marketing means knowing the risks and the rewards of trying something new and making an educated decision with full commitment.

Who is a fearless marketer you look up to and why?

When it comes to fearlessness, I have always admired Oprah Winfrey for the brand and the legacy she has created. When you learn about her background, her childhood, and her teenage years, this is someone who had every excuse not to succeed, and yet, she did in the most spectacular of ways. Oprah has become a globally recognized brand in media, literature, and consumer products. She chose to rise above the obstructions life placed in her path.

How did your career start out in marketing?

I went to school for psychology because I was intrigued by the puzzle of what motivates people. My first internship out of college was working in a market research department for a major automotive manufacturer, where I worked on the relaunch of their dealership incentive program. This relaunch was heavily based on feedback gained through interviews, surveys, and focus groups about what motivates them in the sales process. I learned that when it comes to business, there are subtle ways you can influence behavior through how you communicate— words, images, and styling that you use in marketing is all psychology at the core.

 

How did you get to the point you are at in your career today?

I learned a tremendous amount about how to communicate with people through my market research internship and time in field marketing. These experiences helped me learn what motivates people and how to talk to them.

When I went to work for a company where I had my hands in just about every element of our marketing, both  and offline, I was able to bring all that knowledge to helping transform the company from a traditional offline marketing company into one focused primarily on digital marketing. It was not an easy transformation! It took gaining buy-in from areas of the organization that were ingrained in the traditional marketing ideas of print and tradeshows and getting them to try new channels, upgrade strategies, and prove results.

 

That company was where my Marketo journey began. At first, I was a part-time user, “backup trigger” to our admin at the time. When she left, I asked to move into that role, but the response I got from HR was “no.” They wanted to bring in someone with more Marketo experience to manage and grow the instance. I started job hunting—this was something I was strongly interested in, and if that meant that I had to go out to go up, I would.

 

During the process, my boss found out I was interviewing. We were able to sit down and have a candid conversation about what I wanted and what I was looking for. She went to bat for me, and I moved into that admin role two weeks later! Within four months of that move, I became Marketo Certified for the first time. That only served to fuel the fire—I went on to get recertified and obtain all eight of the Specialization Certifications Marketo when they were released. I had something to prove to myself, and to my boss, for taking the chance on me. Early this year, I put myself out there and applied to the Marketo Champions program. In February, I was named to the 2018 Champions class.

 

I eventually ran out of room to grow at that company. From there, I moved to my current role with a full-service digital marketing agency. Every day I get to work with clients on a global enterprise scale to build out and optimize their Marketo instances in support of their overall demand gen and content marketing strategies. I am excited by new opportunities and resources afforded me as a part of an agency and I look at every challenge as a chance to grow.

I would not be where I am without an incredible support network of mentors, cheerleaders, and people who believe in me. I will be forever grateful to have them in my life and as a part of my journey.

What have you learned from other members of the Fearless 50?

This inaugural class of Fearless Marketers comes with such a diverse set of skills and from a broad set of backgrounds, industries, and roles. From them, I’ve learned that fearlessness comes in many forms, some personal and some professional. Commitment to success is at the core of every single one of their stories and is a principal I have really taken to heart.

What are three pieces of advice you would give to the next generation of fearless marketers?

#1. Take calculated risks! If you always play the safe game, you’ll never know what you could truly accomplish. When we try new things in marketing and in life, that hesitant moment of “can I do this?” that comes from self-doubt should not be a question, it should be a commitment. I CAN do this. Lean into that hesitation as a way to grow.

#2. Make smart decisions. When you are ready to commit to an idea, make sure you have gathered as much information as you can to make the most educated decision possible, and commit. Understand the pros and cons and make the best and smartest decision you can.

#3. Learn from failures. Do not berate yourself or others when something goes wrong. You cannot go back and change it. Take it as a lesson. Examine what went wrong and what you can learn from it to do things differently in the future.

 

 

Check out the rest of the content featured in Marketo Fearless Forum: Edition 04.

 

About Brooke Bartos

BrookeBartos-400x400.jpg

 

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

Community Page: Brooke Bartos

 

Have any questions for Brooke about her fearless marketing career? We would love to hear them in the comments below.

In the feedback from the June edition of the Fearless Forum, we received a lot of comments asking for ABM success stories. We spoke with Kyle McCormick, Marketing Systems Manager at Palo Alto Networks, to learn what steps you need to take to achieve success with an ABM campaign.

 

What are the key steps to launching a successful ABM campaign?

The first and most important step to launching a successful ABM campaign is to define the main stakeholders and everyone’s level of involvement.  At a minimum, this list should include marketing operations, sales leadership and IT (SFDC product owners). Depending on the size of your company and who manages accounts and contacts, this list might be significantly larger and could include sales operations, sales enablement, and business development to name a few. Once these stakeholders are aligned on objectives, timelines, and success metrics for the campaign, the last box to check is determining which accounts will be targeted and how they will be flagged within the systems. When selecting accounts, start small by focusing on 20-30 accounts at most.  If you choose too many accounts, you will not be able to devote the attention needed to nurture those accounts through the sales cycle.

 

How do you pick the accounts to use for the campaign?

At my previous company, we took a three-step process for selecting our accounts. We first asked our enterprise sales managers to select the top 25 accounts they would like to target. As you would imagine, we were quickly inundated with an overwhelming number of accounts. It would be unrealistic to select all of them and we knew we needed to focus on just 20-30 accounts. Secondly, we leveraged Mintigo to aid in our account selection process by analyzing current customer data. Using their predictive model, we scored the accounts our sales managers sent and then chose target accounts with an “A” grade that were in the 99-100 percentile. Lastly, we got official sign off from all stakeholders to make sure everyone was on the same page as to which accounts would be selected. After receiving approvals, we ended with roughly 30 targeted accounts.

 

What steps are critical to success?

The most important step to ensure success is preparing and aligning systems prior to launch. At my previous company, we leveraged our sales operations team and pioneered a company-wide cleanup effort to remove duplicate accounts, contacts, and leads prior to launch to ensure we were not targeting accounts we already actively had in the sales cycle. Understanding sales operations’ processes and best practices were necessary to effectively measure the success of our ABM efforts. We also would not have been able to launch an effective program without engaging our information technology/systems team early (and often) to ensure our field-level tracking requirements were understood, tested, and in place prior to launch.

 

How do you align with other teams critical for campaign success?

Leveraging and integrating technologies, specifically Mintigo and Marketo, can play an essential role in aligning the sales and marketing teams. Understanding and sharing the power of predictive analytics with the sales team helped everyone realize the potential opportunity for account penetration. As previously mentioned, we were able to keep our IT/IS teams aligned with our goals by communicating early and often within the process.

 

What are some challenges you’ve had to overcome?

The biggest challenge at my previous company was getting global buy-in across all functional teams. Everyone talks about sales and marketing alignment, but it is bigger than just a catchphrase. You need to ensure your IT/IS teams are on board with changing fields in Salesforce and Marketo, and you need to make sure individual stakeholders are on board. The second most challenging obstacle was the account selection process. We went through a massive cleanup effort to remove duplicates, but duplicates will always remain, and it is important to regularly check and clean the database. We had to go through multiple iterations of combing through selected accounts to ensure we were not selecting current customer or partner accounts. 

 

 

About Kyle McCormick

 

 

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

Community Page: Kyle McCormick

 

Have any questions or other ABM success stories to share? We would love to hear them in the comments below.

 

This content is featured in the August edition of the Marketo Fearless Forum: Edition 03 . Feel free to check it out for more best practices, tips and tricks, and product updates!

Filter Blog

By date: By tag: