MarOPS Projects
Marketing Automation, Lead Flow & Lead Scoring, Data Analysis, Analytics, Process Improvement, Reports, Segmentation, Nurture Workflows, Integrations, Implementations
Lead Scoring & Workflows
Lead Scoring – behavior and demographic – is one of Marketo’s strong points. Behavior score triggers from web page visits, link visits, utms, form fills, keywords in URLs, event and webinar registrations and more. Demographic score based on elements of a target persona, and pulled from website visitor data, or third-party sources, can combine with behavior scoring to make powerful filters to determine sales readiness.
Best of all, the Marketo to Salesforce, or Marketo to NetSuite, scoring can be adjusted quickly based the feedback from Sales by including a recycling and disqualification option – all automated with oversight. I’ve built two complete Lead Workflows and look forward to building more – it is my favorite MarOPS project in addition to data integrity.
Data is the center of marketing accuracy. Where marketing content, branding & strategy starts with investigation and creativity, marketing Operations starts with data. The data tells a story, and the story leads to action.
Data integrity is often the most overlooked part of a sales and marketing funnel, and yet it’s the fastest way to a more efficient workflow. Data is a raw material, precious and mine-able. Refine it and it can drive a marketing funnel and sales workflow to success. I look first to the data for an operations foundation in a company or project – it is my happy place.
Clean Data & Data Integrity
Reporting & Dashboards
Key Performance Indicators (KPIs) are the base for building reports and dashboards for a marketing funnel. We know what we want to measure, but automating those measures is often challenging. How many leads came in and where did they go?
Simple reporting starts with clean data and a basic funnel organization. Reporting gathered together in a central place all stakeholders can see makes a dashboard – and starting simple, staying simple, often remains the challenge. Wrangling the data, scoring, workflow and reporting together into a clear story on a dashboard is what makes my MarOPS day… Let’s talk about it!