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Account-based scoring and the winds of change

New advances in account-based scoring that every b2b marketing team should be aware of! The winds of change were in the air for the client. Their team thought the march to account-based scoring was destined to happen. So they arranged a call to talk to their marketing platform provider to see what could be done to take advantage of account-based …

adminAccount-based scoring and the winds of change
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Enterprises can save millions with simple email template strategy

When we work with enterprise clients we recommend a host of strategies to deploy engagement marketing smoothly and efficiently. This post will focus on one particular strategy – email template strategy. Email template strategy refers to a decision on the part of the client as to whether they will use emial templates or whether they will create each email from …

adminEnterprises can save millions with simple email template strategy

Marketo Program Sync to Salesforce Campaign options for Enterprise

The client would be running many Marketo Programs globally across different regions. At the same time the client was using Salesforce as their CRM and wanted information to be pushed to Salesforce Campaigns. Marketo has several ways to accomplish this. This post will explore the different ways to accomplish this and lay out the pro’s and con’s of each mothod! …

adminMarketo Program Sync to Salesforce Campaign options for Enterprise
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How should I think of lead scoring strategy?

So I was at this client and we were in the thick of creating their scoring model. It was the early afternoon on day 1 of a client onsite. In the previous session we blew the client away with lead lifecycle. This morning the client did not know what lead lifecycle was and now we had a specification for their …

adminHow should I think of lead scoring strategy?
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How do I structure Marketo to match my global organizational structure?

As lead consultant on a  a large Fortune 500 client that was new to marketing automation, I was tasked with helping the client figure out the best way to structure their marketing processes and marketing automation platform to match their organizational structure. Their hobgoblin was a lack of clarity. They embarked on a journey to beat the hobgoblin. This particular …

adminHow do I structure Marketo to match my global organizational structure?
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How do I specify my lead lifecycle?

Lead lifecycle refers to how we manage the life of a lead (or contact or prospect depending on your terminology) from the moment it shows up in your marketing platform to deal close. The lead lifecycle defines where a lead can live, how a lead moves along the lead lifecycle, and what we do with a lead at each stage. …

adminHow do I specify my lead lifecycle?
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Client turnaround – at the edge of the Grand Canyon

We were in a crunch. The marketing platform implementation project had been vastly under-staffed. The client was yellow and in danger of going red. The client was very concerned and our management was in a panic. Our Executives had been summoned by the client. It was now a certified turnaround situation. Prior to this project we had properly managed hundreds …

adminClient turnaround – at the edge of the Grand Canyon