Okay, you have just worked tirelessly to perfect your Marketo architecture, capturing every bit of lead lifecycle, engagement, and activity data. Now what?
More often than not, marketing operations professionals are also on the hook for providing reporting and analytics for the broader marketing organization. Luckily, there is a wealth of data sitting just beneath the surface of your Marketo instance that can help you answer some of the most common business questions from your CMO.
In this session, Eric Wong, Marketing Intelligence Consultant at Etumos, will run through how to own and activate your marketing data, structuring your data for different reporting scenarios or getting what you need to make the most out of your data.
3. About Me
Now
• Marketing Intelligence at
Then
• 16+ years in B2B/B2C marketing, analytics, and operations
• 4 years leading Analytics
• 5 years in MOPS and Marketo
• 2 years leading MOPS
Connect
• ewong@etumos.com
• https://www.linkedin.com/in/ericctwong/
5. Data are becoming ubiquitous, so at first blush it would appear
that analytics should be able to deliver on its promise of value
creation. However, data grows on its own terms, and this growth
is often driven by IT investments, rather than by coherent
marketing goals.
As a result, data libraries often look like the proverbial cluttered
closet, where it is hard to separate the insights from the junk.
Harvard Business Review, 2018: https://hbr.org/2018/05/why-marketing-analytics-hasnt-lived-up-to-its-promise
6. If I’m the CEO and I’m unhappy with sales, I go to the sales team
to understand, but they may blame marketing. Each team uses
its own data because they want to preserve the dataset that
supports their point of view.
In this pattern of behavior, if you control your own data, no one
can hold you accountable. Silos defeat collaboration and stymie
value creation.
Forbes, 2018: https://www.forbes.com/sites/forbestechcouncil/2018/11/19/why-data-silos-are-bad-for-business/#36016a605faf
7. Marketing Performance Framework
Audience
• Firmagraphics
• Demographics
• Technographics
• Etc…
Channel
• Digital, event,…
• Paid, earned,
owned,…
• Etc…
Content/Exp
• Form factor, format
• Long-form, short-
form,…
• Product/content
taxonomy,…
Engagement&Rate
Conversion&Rate
Velocity
Marketing levers to drive/influence business value
Leading indicators
Top-of-Funnel: Leading indicators
Mid/Bottom-of-Funnel: Lagging indicators
Lagging indicators
Hypothesis:
Marketing execution against
Audience targeting, Channels for
message and experience delivery,
and Content selection directly
drive prospect and customer
Engagement, which in turn
impacts Funnel Conversion,
Velocity, and business Value
ValueandROI
Your Marketing Data… Beyond the Leads
8. Breaking Down Data Siloes
Your Marketing Data… Beyond the Leads
Leads
• Demographics
• Firmagraphics &
technographics
• Behavioral
Summaries
• Business
Program
• Channel Tags
• Other Tags
• Progression
• Membership
• Membership
Date
Activity
• Form
• Web
• Email
• Data Changes
• Activity Date
12. Building Your Buyer Journey
Getting Started With Example Dashboards
Program > Channel >
Date Stamp
“Marketo Summit
Roadshow”
(Event, Hosted)
2019-10-10
Program > Channel >
Date Stamp
“3 Ways to Energize Your
Nurture Strategy”
(Webinar)
2019-09-24
Program > Channel >
Datestamp
“Marketo Lead Sourcing”
(Content)
2019-09-10
Lead
ewong@etumos.com
MQL
Datestamp
2019-09-25
SQL
Datestamp
2019-10-02
Opp Open
Datestamp
2019-10-10
Opp Won
Datestamp
2019-10-11
Lead
ewong@etumos.com
ewong@etumos.com
ewong@etumos.com
Lead
Record
Program
Membership
Records
T-0T-1T-15
17. Building Your Email Activities
Getting Started With Example Dashboards
Lead Email Lead Datestamp
nsmitha@etumos.com Welcome Nurture 1 Email Unsubscribed 2019-09-27
Lead Email Activity Datestamp
nsmitha@etumos.com Welcome Nurture 1 Email Opened 2019-09-26
Lead Email Lead Datestamp
ewong@etumos.com Welcome Nurture 1 Email Clicked 2019-09-25
Lead Email Lead Datestamp
ewong@etumos.com Welcome Nurture 1 Email Opened 2019-09-25
Lead Email Activity Datestamp
ewong@etumos.com Welcome Nurture 1 Email Delivered 2019-09-25
Lead Email Activity Datestamp
nsmitha@etumos.com Welcome Nurture 1 Email Delivered 2019-09-18
Day
1
9
10
Day
1
1
1
21. What You Need to Get Started
Activating Your Marketing Data
Repository
• Warehouse
• Lake
• Etc
Pipeline
Transform
Visualize
Program
• Channel Tags
• Other Tags
• Progression
• Membership
• Membership
Date
Activity
• Form
• Web
• Email
• Data Changes
• Activity Date
Leads
• Demographics
• Firmagraphics
&
technographics
• Behavioral
Summaries
• Business
CRM
Product
Ad
Budget
Web
22. Choices, Choices, Choices…
Activating Your Marketing Data
Off-the-shelf (buy)
• Simplicity and plug-and-play
• Low barrier to re-architecting your
MAP and CRM for optimal data
capture
Packaged (buy)
• Little to no IT support in revenue
systems
• Building a Marketing Intelligence
practice from ground up
Traditional (build)
• Regulated industry
• Existing IT or product infrastructure
• Complex business and technology
ecosystem
27. What’s Next
• Follow-up email with recording
• Save the date, September 8, 2020 for MOPsCON
• Discount code for MOPsCON 2020 for all attendees
• Join the MOPsPROs Slack group
• Feel feel to contact us at Mopscon@etumos.com with any
other questions