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Maria Pergolino
Philadelphia, PA
Inbound Marketer, Demand Generation Genius, Cool girl
Interests: Marketing, Food, Wine, Summer
Recent Activity
Hey Jacques, I hope you don't mind me jumping in here too. I agree a marketer needs to be able to create their own process, not be forced into someone else's terms. Linked you will see my process- http://bit.ly/hPVjQx You will notice it is like no other. When a customer signs up for Marketo they are able to create their own model, with their own terms, and even define what allows one lead to move from one stage to another. This allows a marketer to run campaigns against each, report within a stage, and on why someone moves from one stage to the next. And it doesn't matter if they have 2 stages or 200- so it works for small companies just getting started and can scale to large multinational corporations. And all these stages don't have to happen in the marketing automation system- it could be in a CRM, in social media, on the golf course, or via a webinar. Almost anything in any system could trigger a move between stages as long as you can either upload the information, connect it through the API, or push it through another system that is connected. What's important here is that the marketer can see what is causing revenue to be generated for their company- allowing them to optimize properly (and to finally get credit for all the work they do!)
Great post Trish- and I loved Colin Powell's speech too! I still need to read Mark's book. Glad to know it's a great read- I'll be catching up on it soon.
I think that you have to start with a strategic approach to your marketing automation so that it doesn't get too out of control or overwhelming. If your marketing systems get to the point where you can't see the outcome of testing because of overly segmented offers or if you can't clearly report marketing results to your board then you have gone too far. Marketing automation should allow you to simplify some tasks so you can push other areas further. For example, you can automate re-marketing efforts so that you can spend more time analyzing the effects of your re-marketing. And it allows marketers to put metrics to their actions so they know if their re-marketing efforts are working or just a wasted effort. This new complexity is what excites the best marketers, driven to improve the results of their campaigns and prove the value of their efforts and contribution to the revenues generated by their organization. I think what is important here is to recognize that it can get overcomplicated and complex and that there is a need to create structure around your campaigns and standard reporting so that you don’t lose sight of the aspects of it that are most important. Thanks for a great post with an amusing reference to one of my favorite movies! :-)