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11 Posts authored by: Marissa Lyman Employee

Update: Thanks to everyone who completed the survey! We'll be sharing the results in the New Year.

 

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Take this one-minute survey to help Marketo define where the Marketing Nation is today and where it's going in 2018. We'll share the results with you in the next few weeks!

 

The survey is now closed.

Here’s what I learned on Day One at Marketo: even after more than two decades in Marketing, Sales, and GM roles having worked in the C-suite at multiple companies and counseled a number of global chief executives, nothing could have prepared me for becoming a CEO for the first time.

 

It used to be that a new CEO had a grace period. In your first weeks and months on the job, you were expected to embark on a listening tour, taking time to get to know your team, products, and customers. You would make incremental changes at the outset – just enough to hint at your leadership style, but not so big as to make waves.

 

That luxury no longer exists. Technology is disrupting and reshaping the marketing industry every day. The landscape is incredibly unsettled. Our customers are faced with more opportunity – and risk – than they’ve ever faced before. And they rightfully expect their service providers to cut through the complexity with elegant, powerful tools that meet their goals.

 

Over the course of my first year, I took notes on the core lessons I learned.  Going forward, these notes will serve as my “North Star” as we continue to transform Marketo into an even more global organization that helps companies thrive in what I call the Engagement Economy – a new era that puts the onus on businesses to engage with customers on their terms. And since marketing is far from the only industry facing this level of disruption, I believe these observations will be a useful guide to almost any new CEO.

 

Passion for the Purpose

From minute one on the job, you’ll need to inspire and engage people, rallying them around a purpose. What you’ll find is that no matter how hard you lean in, some people just don’t want to go along for the ride. That’s why the first thing any software company needs is a passionate, engaged team that cares deeply for its customers. They understand that the organization only exists because customers choose to support it, so they must form a team that reflects exactly that level of commitment.

 

One tip for finding those who want to be engaged: Look for people who are passionate about things outside of work. To me, the people who go all-in on their interests outside of the office bring that fire with them inside the office and focus it on finding solutions and serving our customers with an equal sense of fervor.

 

Don’t Let Reality Get in the Way of Opportunity

We’ve all had a similar moment of frustration in a meeting: someone comes up with an idea for a brilliant solution. It elegantly solves a problem and delivers something of real value to your customers. Everyone in the room is excited… until reality smacks you in the face. The reality may be that the timeline for building the product is unrealistic or that there’s no room in the budget to fund it. Or it may be that it doesn’t seem feasible until three other priorities are addressed first.

 

The most common response to this problem is to acknowledge the reality and put the idea on a future “wish list,” ultimately avoiding the tough conversation that is the very thing your team needs you to lead. Don’t take the lazy approach – push harder! The job of the CEO is to push and prod. To dig beneath the surface and empower people to creatively solve problems. Extend your meeting an hour. Challenge your team to not leave the room until a solution emerges. And, most importantly, get right into the trenches with them to help figure it out.

 

Never Be Lukewarm

I can work with people who have a negative attitude. Sometimes they can be a useful foil, forcing me to consider all angles of a problem and come up with better solutions. But I absolutely can’t stand people who are lukewarm. If there’s a fire, I don’t want people who stand there and tell me there’s a fire. Either run toward it and help or get out of the way.

 

I love creative tension. If I’m in a meeting and someone disagrees with my approach, I say bring it. And I try to hold myself to the same standard. If someone brings me an idea or a solution for a challenge they have identified, I don’t want them to walk away from my desk without feeling like we have a resolution or an action plan.

 

Rock the Boat and Challenge Norms

From day one, I made it clear that Marketo team members have an extraordinary opportunity. With our scale, products, and customer base, we can do more than ride the wave of technological change – we can lead it. But we can’t do it if we believe in the old fallacy that the thing that worked yesterday will work tomorrow.

 

In any large organization, you’ll find people who are excited to shake things up and push themselves, their teams, and their companies to be better… and you’ll find others who are generally happy with the status quo and don’t feel any urgency to change. A CEO’s job is to identify those who are willing to take risks, rock the boat and then give them the chance to shine. Promote them to a job that’s just a bit beyond their reach and let them push themselves.

 

Follow the One Lesson That Matters Most

It’s impossible to do all of the things I’ve described without ruffling some feathers.  And that’s ok – if it’s done respectfully and humbly. No CEO should walk around thinking their title means they have all the answers. And even if you come in as a change-maker, make sure to study your company’s history, spend time listening to the team you now lead, and keep an open mind.

 

Ultimately, I’ve found that any CEO is only as good as the people around him or her. Building consensus while boldly leading a new team through change is much easier said than done for any leader. Yet, in this age of disruption, it’s the ultimate measure of almost any CEO’s success. And it leaves us with the one lesson learned that matters most: Be brave. Be fast. Be bold.

 

Steve Lucas is CEO of Marketo. View the original post on LinkedIn.

Thanks SO MUCH to the more than 400 of you who took the survey asking for your thoughts on Marketo's logo and brand identity. We had a feeling that the Marketing Nation Community would be game to provide passionate feedback, and our hunch was right!

 

While we can't disclose the full results of where we landed quite yet, I wanted to share a few interesting tidbits that came out of both the survey you filled out and the dozens of conversations the Marketo Marketing team has been having with influencers, analysts, customers, partners, and other employees about the company's look and feel.

 

Brand Feedback:

  • For those of you who "love" or "like" the current Marketo logo, the top reason you cited was that it's familiar to you.
  • Of our new logo options, the ones you like best felt "modern" (among other things).
  • For the options you liked least, it's clear that you don't want anything boring, unoriginal, or disengaging.
  • More than half of you liked the potential new color palette.

 

Demographics:

  • The largest group to participate in the survey was Marketo customers.
  • The second largest group to participate where people who were both Marketo customers and partners.

 

We look forward to sharing more updates with you soon. Thank you for being part of the Marketing Nation!

SutterHealth_AY.jpgIn addition to providing leadership for and developing the marketing organization, Arra is the chief evangelist and has the unique responsibility of energizing Sutter Health’s internal team members to be brand ambassadors.

 

In this discussion, Arra talks about what the Engagement Economy means to him, the importance of engagement in a business as personal as healthcare, and how Sutter has implemented this approach in everything it does.

 

Read the full post on CMO Nation.

As part of our drive to understand and distill the best thinking from across the marketing world, we have been lucky enough to engage in conversations with senior marketing leaders from a broad range of industries. Through all our discussions, it is clear that certain themes are top-of-mind for many marketers, so we’ve distilled key insights to share with you.

 

The first of these is the rising importance of content. In a world where audiences are ever more connected and engaged, standing out in a noisy marketplace is increasingly challenging. Those audiences constantly have sales messages pushed at them and steadily become more immune to traditional pitches. Engaging, high-value content provides a possible route to future success, but how is this shift viewed by CMOs and their organizations? Our conversations provided several important takeaways from executives from Accenture, BBVA Compass, Brocade, Lionbridge, Rambus, and Softek.

 

Read the full post on CMOnation.

Marketo GVP of Corporate Marketing, Karen Steele, recently authored this post for CMO Nation. See below for a preview, and then click the link to at the end check out the full piece.

 

At a recent company event, Adobe Systems CEO Shantanu Narayan made the bold claim that “customer experience is all or nothing.” That’s certainly true, as far as it goes. But I want to suggest something equally bold, which is that this statement overlooks a crucial component of the customer experience equation: engagement.

Customer experience and engagement are the yin and yang of the new Engagement Economy, joined in a symbiotic union. As marketers, we own the relationship that forms the customer experience, which is the destination. But we also own customer engagement, which is the journey. And it is impossible to reach a destination without some kind of journey.

Done correctly, engagement is the glue that holds customers and fosters long-term relationships. Experience without engagement is not “sticky.” It does not create the lasting bonds that keep customers from drifting away. As the marketing landscape shifts towards maximizing lifetime customer value, the ability to personalize every journey and engage meaningfully at every step is paramount to delivering a consistently winning experience that brings buyers back again and again.

Let’s look more closely at how this works.

Head to CMOnation to read more.

This month, Marketo unveiled its latest suite of product capabilities to further empower marketers to create more personalized and authentic cross-channel experiences for their buyers. Built into the Marketo® Engagement Platform, the solutions in this release allow marketers to make informed decisions on target accounts within their account-based marketing strategy to yield better results, create more seamless cross-channel personalized experiences that resonate, and prove the impact of their marketing programs through data-driven analytics.

 

"Marketo is committed to delivering the technologies that will enable marketers to engage buyers across every channel and touchpoint at the speed and scale required to succeed in the Engagement Economy," said Cheryl Chavez, group vice president of product management, Marketo. "This latest release includes many of the capabilities that our customers and partners asked for to help them listen better, learn more, engage effectively, and measure the impact of those engagements in driving revenue."

 

Personalized Cross-Channel Engagement 
Today's buyers are more particular than ever and can be found on myriad channels, including mobile. The challenge for marketers is to ensure their personalized brand experiences reach across all channels and connect with buyers. To support marketers in creating personalized cross-channel engagements, Marketo has released several new features, including:

 

  • LinkedIn Lead Gen Forms Integration allows marketers to collect high-quality leads on mobile via LinkedIn's pre-filled forms and sync that data to Marketo. This enables marketers to engage and retarget prospects instantly or alert sales reps to follow up.
  • Web Personalization Campaign Enhancements provide marketers with flexible customization and triggering functionality to create more tailored website experiences. The new enhancements enable marketers to listen and respond to new customer intent signals, such as scrolling and exit intent. This provides marketers with more control over web campaigns without having to tap IT resources.

 

Effective Account-Based Engagement 
Account-based marketing (ABM) poses certain challenges to sales and marketing teams, such as managing high volumes of data and understanding customer interactions at an account level. To address these challenges, Marketo has released several enhancements for the Marketo ABM solution, including:

 

  • Custom Fields for Named Accounts that enable marketers to append and sync account data in Marketo for more precise targeting and personalization.
  • Percentile Scoring for Named Accounts makes it easy for marketing and sales teams to prioritize accounts based on scores from multiple inputs, such as behavioral, firmographic, and demographic data. For example, teams know at a glance whether an account is in the top 10 percent of active accounts or the bottom 10 percent.
  • Account List APIs enable marketers to access and share named account lists with other applications to effectively execute a cross-channel ABM strategy. For example, marketers can now more effectively target accounts through ad networks, and marketing and sales can better harmonize their efforts for the same set of accounts across the buyer's journey.

 

Analytics That Demonstrate Impact
Today's marketers are under scrutiny to demonstrate the business impact of their campaigns to the C-Suite. Marketers need access to real-time analytics that prove campaign success. Recognizing this need, Marketo has unveiled real-time analytics and key performance indicator monitoring that are tailored for marketing executives and their organization.  

 

  • Marketing Performance Insights (MPI) provides a highly visual and interactive dashboard that enables marketing leaders to explore how campaigns and channels are driving business results, such as opportunities, pipeline, and revenue. MPI empowers these leaders with tailored insights to optimize channel mix without the need for specialized and complicated business intelligence tools. Currently in beta, MPI will be generally available in the coming months.

Today, Marketo announced that Lennox International Ltd., a leading manufacturing company, is leveraging the Marketo® Engagement Platform to build lasting relationships with customers and employees. From coupon-driven loyalty programs to field training, Lennox is able to listen to, learn from, and engage with individuals and measure the impact of its marketing activities.

 

Results include:

  • Enterprise-wide use of Marketo across 18 functions
  • Ability to track revenue from coupon-driven loyalty program
  • 12 percent increase in field training class size
  • 1,237 segmented email campaigns deployed in 2016

 

While the manufacturing industry is historically slow to adapt to change, Lennox knew it needed to stay relevant and top-of-mind with its customers by undergoing a complete digital transformation. This is why, in 2014, the 122-year-old company chose to implement Marketo.

 

Since adopting Marketo within its residential business unit, Lennox has engaged with its dealer base to promote field training classes, coupon-driven loyalty programs, digital product launches, and lead generation campaigns to deliver consistent and personalized brand messages to the field.

 

Lennox is refining the ways in which it engages customers throughout the buyer journey to impact sales positively and more efficiently provide training resources to its teams. By connecting Marketo with its e-commerce platform, Lennox is able to look at what products customers are buying and send them personalized and relevant promotional offerings that lead to more purchases.

"With Marketo, we have the ability to know who's buying, in what quantities, and where geographically," said Tom Towe, director of brand management, Lennox. "This helps the entire Lennox team to customize messages to improve engagement and also grow further in the areas where we are doing well."

 

To learn more about how Marketo helps other businesses in the manufacturing industry, visit Manufacturing Marketing: Grow the Bottom Line – Marketo .

Marketo VP of Product Marketing, Matt Zilli, recently authored this post for CMO Nation. See below for a preview, and then click the link to at the end check out the full piece.

 

Within a very short period of time, the business world has been flipped on its head. It used to be marketers who defined the customer journey. Now, thanks to the digital technology that informs every part of our lives, it’s buyers who set the experience and determine how they want to be engaged. And this has changed everything.

Experience and engagement are the yin and the yang of the Engagement Economy. Joined at the hip, engagement adds to and strengthens the customer experience, while an increasingly positive customer experience provides more and better opportunities for engagement. Some companies are hyper-focused on engaging the customer, but haven’t nailed the customer experience part. Others are all about the experience, but are scattershot when it comes to engaging. The rare few that get both sides of the equation exactly right tend to be the disruptors and dominant players in their markets.

As marketers, it is vital to be mindful of this powerful dialectic while recognizing the immense control that customers now possess. People want – in fact, they expect – personalized and authentic relationships with the companies they do business with. The same technologies that make it easier to reach customers also make it ridiculously easy for them to walk away from a brand or a service that does not align to their wants or values.

Head to CMOnation to read more.

SWPereiraNeustar.jpgSteven Wolfe Pereira  is responsible for all corporate marketing,’ partnership marketing, product marketing, design, agency partnerships, corporate communications, and corporate social responsibility.

 

In this discussion, Steven talks about what the Engagement Economy means to him, the importance of connecting with customers on a personal level, and how to keep focused on the end goal.

 

Read the full post on CMO Nation.

Plantronics_MM.jpg

Marilyn Mersereau is responsible for creating great experiences for Plantronics’ customers and partners, with the goal of earning preference and measurable revenue. She drives a unified vision across multiple marketing groups, including: brand marketing, digital, social media, marketing operations, among others. She is also focused on organizational evolution and alignment, partnering closely with sales and IT.

 

In this discussion, Marilyn talks about what the Engagement Economy means for her, how it’s affected the focus of her team, and offers her recommendation for how to best engage with customers in this new era.

 

Read the full post on CMO Nation.

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