Tips for closing marketing measurement gaps in your marketing automation system

  • By Idan Carmeli
  • 23 Aug, 2016
B2B marketers are routinely asked by their management to report on the results of their efforts. While doing so is a standard practice, what often goes unmentioned is the amount of time and resources the marketing department wastes collecting data, vetting it and ensuring it correctly reflects the state of the funnel at their organization.

You'd expect this to be part & parcel of what decent Marketing Automation systems do, yet unless you're aware of a few particular nuances in how these systems collect funnel data from the CRM, you might miss big on your reporting accuracy.

To help, we've written a detailed Pulse post that describes the challenge and what can be done to address it. Enjoy!

The Converto Logs

By Idan Carmeli 14 Feb, 2017
In this LinkedIn post , I explore three themes that inhibit the achievement of accurate Lead-to-Revenue visibility within B2B organizations.
By Idan Carmeli 25 Jan, 2017
Marketo has been communicating this architectural change to its customers worldwide since August of 2016, yet only lately it has become clearer that the change will affect more than a few fields. Specifically this is true for Marketo customers whose Salesforce CRM edition is the Professional edition.

Tip: if you're unsure which edition your Salesforce org is running on, log in to your account there and simply hover the cursor on the browser tab where Salesforce loaded. The tab tooltip will show you the edition.

If you're not a Salesforce Pro user, you can stop reading here; the change won't affect you beyond the 16 fields that you were asked by Marketo to recreate in Salesforce (see here , Marketo login required).
By Idan Carmeli 21 Dec, 2016
It's hard to overstate the degree to which Marketo's Email Editor 2.0 has improved on the previous generation. In fact, it has become, in one fell swoop, the most powerful email editor in the marketing automation space - and we know quite a few of them very well.

One of its most striking features is the use of variables to expose many aspects of email design and functionality to the editor's user interface, enabling users to quickly and easily manipulate their email's elements, without resorting to source code edits or fighting the whims of the rich text editor.

To fully benefit from this feature, though, it's important to understand the two types of variables available to you: global and local. Mastering them and configuring your templates accordingly can greatly improve your (or your users') email editing experience in Marketo.
By Idan Carmeli 15 Dec, 2016
One of the key functions of any marketing operations role, or system, is to ensure the proper handling of new leads. Depending on your business process implementation, this may involve any combination of the following sub-procedures:

  1. Auto response triggering
  2. Email address validation
  3. Tagging the record with complementary information, e.g. inbound campaign data, automated record enrichment data, etc.
  4. Basic de-duplication, i.e. identifying the pre existence of a database record with similar key values and preventing the creation of a duplicate record
  5. Advanced de-duplication, i.e. identifying the pre-existence of a database record and initiating processes like record linking, record merging, deletion or human decision request.
  6. Lead scoring, e.g. based on the demographic details included in the inquiry
  7. Syncing to CRM, or the suppression of sync
  8. Assignment to lead owner or queue, including sending out email alerts or CRM notifications to the record owner
  9. Associating the lead to a campaign object, useful for future first-touch or multi-touch ROI analysis
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