This standing room only session on data quality highlights critical issues to getting your marketing and sales data aligned and marketable. Kim Stites & Mary Firme present.

1. Will the Real Lead Please Stand Up
- Tips & Tricks to an Amazing Set of
Marketing Data
Mary Firme, ReachForce
Kim Stites, Marketo
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2. Meet Your Speakers
Mary Firme Kim Stites
Chief Lead Sales and Marketing Operations
Accelerator/Director of Manager, Marketo
Marketing, ReachForce
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3. Important Questions to know the
answers to:
• If you are in marketing - Do you, like
everyone else in marketing, have perfect
communication with the sales folks?
• If you are in sales - Do you, like everyone
else in sales, have perfect communication
with the marketing folks?
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4. Marketing Has Evolved… But Sales?
They don’t understand
marketing automation –
they just want leads.
Good news – Alignment
can be pretty easy. It just
takes a little preparation
(and some food).
Fact Sales & marketing always disconnect – and everything that goes
wrong is marketing’s fault. (You’re Welcome!)
Bigger Fact Marketing automation is powered by crystal clear data –
definitions, completeness, accuracy and freshness -- and your
programs will never run right without near perfect data alignment
between marketing and sales. Getting definitions and alignment is the
most critical, foundational factor for success with Marketo.
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5. Let’s Make Sure We Are Speaking
the Same Language
• Product interest
• Budget, Authority, Need, Timing – What are
questions to inform this, and are they mapped to
SFDC lead view.
Special handling requests mean something is wrong
with the process – that creates a data problem.
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6. Preparation Cont.
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7. Preparation Cont.
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8. Define Your Funnel Through Data
• Lead Status – Create different ones clearly mapped to
planned marketing or sales outreach, have a game
plan both sales and marketing follow
• Contact Status – Should be equal to the definitions for
Marketo Lead Status – even after conversion from
Lead to Contact in Salesforce.
• Opportunity Status – Open – Grey Area – Depend on
your business. Discovery (Keep Marketing) vs Sales has
it = back off.
• Progression to the marketing content flow, with Data
mapped to messaging content.
Data will never be perfect. You are never done.
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9. Campaigns are data
markers to progress
marketing nurture to sales
ready.
• Likes sharp knives
• Has cutting board
• Watermelon purchased
• Has budget
• Ready for sales
Terminology check:
• Lead in Marketo – could be a
Lead or a Contact in Salesforce
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10. Interesting status (data) types to track
the nurture
• Status = Ex-Pending – we can’t nurture unless they
interact with us in some way – Sales does nurture.
• Status = Pending – soft subscribe – they are aware of
us, but we only send them a small nurture. We switch
up this a lot, and make it really fun to get them to
click in the email – Sales does nurture.
• Status = Engaged – Now Marketing truly kicks in.
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11. Tip #1 Be a Prepper!
In Marketing Automation, preparation means this
must be mapped to data. Everything you need to
know to market or sell, must be captured as
data, not free text, and organized.
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12. Preparation Cont.
In B2B you need to know about:
• Company (contact
information, revenues, industry, sector, buying
history)
• People/Persona (of the company) (contact
info, role, authority, interests, expertise, fit within
the team, relationship status with your
company/your sales person)
• Business fit: Do they need your product, Do they
want your product, Do they have the problem your
product solves?
• Behavior (of people) (web pages visited – which
one, show attended, webinar registered, clicked in
email)
• History (what they said, what you said, what the
company bought before, will they buy again, have
they never bought)
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13. Where to Start in Marketo
Modeler Scoring
Channels
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14. Tip #2 Define Success.
This is from “Thrift Shop” from Macklemore & Ryan Lewis. It’s on YouTube!
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15. Tip #3 Marketo Markets to People
(not Companies, Accounts or
Opportunities)
Marketo Lead = Salesforce Lead
OR
Marketo Lead = Salesforce Contact
People must be attached to the sales activity in Salesforce
because Marketo markets to people not accounts or
opportunities. If reps record opportunities without people,
you have no insight into how your programs are working.
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16. Tip #4 Know your Source.
Every Person has a Birthplace called Lead Source
• Shouldn’t be changed unless there is a valid business
change
• Capture activity engagement through
programs/campaigns
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17. Tip #5 Get Results!
How will you measure
your results?
What does success look
like?
• Think ahead: what
what details need to be
tracked in order to
measure the success of
your time, money and
effort?
• Utilize Channels,
Programs/Campaigns
to paint the picture
beyond Lead Source
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18. Tip #6 Delete Junk!
Never Delete Opportunities
(unless it’s a test)
• Utilize Closed Lost Reason
or Disposition Status
Don’t let Clutter build up
• Delete “True Junk” Leads
out of the system
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19. Data. The 2-Year Mark.
• Old data – keep forever or get rid of
after 2 years
• Multiple leads, one MQL connected to
opportunity – after 2 years, the data is
out of date anyway that getting them
out of the system.
• Mark the contact as a customer =
status
• Account has a purchase, that then gets
pushed out to all contacts and all of
them get marked as customers.
• Do that in sales force
• Product is on the contact page
layout, and customer type is changed.
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20. Tip #7 Have Data Breakfast With Sales
• Sales needs to understand the repercussions of certain data behaviors
No person (contact) attached to opportunity – you lose ROI value to
campaign – and maybe that program gets cut next time.
• Ultimate win for marketing is a person who is a Salesforce lead – converts to a
contact and then converts to a have an opportunity and then close wins.
• Safe data handling – rules to a peaceful coexistence
• Make a cheat sheet – Marketo terms – Salesforce terms
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21. Tip #7 Have Data Breakfast With Sales
What if no one wants to come to your exciting data
strategy meeting?
Bring food! Meat and donuts. Bacon is helpful. Hold the
meeting.
Consultative approach:
a) Start with a value statement – What’s in it for me?
b) This is just a starter meeting – we value what you have
to say and we want to take that into account.
Impulsive organization:
a) Don’t worry – this is only going to take 30 minutes, as
you agree with everything I say.
b) What’s in it for you? I will run programs that will make
tee’d up business hit your inbox with great regularity.
c) Do what I say.
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22. Tip #8 Go with the Flow - Create Fields
in Salesforce first – not Marketo
Problem: Marketing creates
a field like “Are you thinking
of buying in next 3 months?”
in Marketo – but this won’t
create it in Salesforce. Sales
people don’t ever see it
because they are not in
Marketo – biggest gotcha.
 Solution: Create a fields
in Salesforce first and
they will flow to Marketo.
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23. Tip #9 Avoid Duplication.
(And Preserve Campaign Insights)
Add Lists of People to Marketo (not Salesforce)
Marketing and sales both uploading
trade show lists – sales because they
want to see the names in Salesforce.
There’s not going to be an acquisition
program (trade show, list) if it goes into
Salesforce, and marketing can’t track
success. Instead:
a) In Marketo - Put them in to the
marketing channel to add to
programs
b) Sync them to Salesforce
immediately – then create a lead
view visible to all
c) Attribute to Marketo
d) Eliminates duplication
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24. Tip #10 Keep it Clean.
• ORGANIZE YOUR FOLDERS
• Batch mode data cleanups –
outside or build data
programs
• De-duplication
• Soft bounce programs
• Crack the whip to
Salespeople – lead
status/contact cleanup.
• Get SFDC reports on
leads, contacts and status –
by rep, and watch the flow
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25. Tip #11 Get Fancy with Data for
Compelling Results.
• Segmentations
• Dynamic
Snippets.
• SmartForms
(Inbound Data
Appending)
• In CRM
Appending
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26. How do you start the Ferrari?
Put on your seatbelt
• Start with a clear plan – we do trade
shows, webinars, email blasts, direct mails – and create
channels. Flow steps – When you set up a channel, you
decide what the steps are and what the program outcomes
should be
• Determine your channels, your folder structures, so things
stay organized.
• What are the success steps within those – define.
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27. Ferrari Cont.
Gas the Tank.
• Build your campaigns and define success aligned to
business outcomes. Sending email volume is
activity; opens, clicks, registrations are outcomes.
Put on your sunglasses.
• Revenue Cycle Modeler is a tool for thinking ahead
and planning your start to finish. Unknown to
known, seeing the conversions gives you really good
metrics
Turn off your phone
• Don’t jump into programs without the planning
step. Impulse creates chaos.
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28. Q&A – Email us!
Mary Firme Kim Stites
Chief Lead Sales and Marketing Operations
Accelerator/Director of Manager, Marketo
Marketing, ReachForce
@ReachForce
kstites@marketo.com
mfirme@reachforce.com
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