Marketing Automation

Marvel Marketing Minute – The GDPR-Safe Way to Share Lists Outside of Marketo

Marvel Marketing Minute – The GDPR-Safe Way to Share Lists Outside of Marketo

In just a few weeks, your company will be hosting the world’s most exclusive conference, #Hoolicon2019, and you are responsible for the email campaign to promote it. You were already given the exact audience criteria, so you build your smart list accordingly, ensure your smart list produces the desired results, and prepare to add it to your Marketo send campaign.

What could go wrong?

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Posted by Janice Lee in Best Practices, Marketing Automation, Marvel Marketing Minute
Supercharging Your Marketo Landing Pages

Supercharging Your Marketo Landing Pages

With all the time we spend on emails that render flawlessly across desktop and mobile, it’s unfortunate how often I tap on an email CTA and end up at a less-than-perfect landing page that either loads slowly or doesn’t display very well on my device.

With some industry verticals already having 50% of opens on tablet and mobile devices, it’s more important than ever to make sure you’re optimizing your landing pages and your landing page templates.

Here are a few tips from our Technology Solutions Services team to help you get the most out of your landing pages:

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Posted by Matt Fellows in Marketing Automation, Optimization
Systems in Control Part 1 – Keeping Marketo Healthy

Systems in Control Part 1 – Keeping Marketo Healthy

How long should marketers and salespeople wait for the technology that enables them?

For example, what if you were trying to send an email but it didn’t send right away? How long would you wait before you had to abort an email launch?  What if you were trying to push data to Salesforce from another system but it took more than one business day? Marketing and sales users obviously find these situations frustrating, and enough system delays can silently wreak havoc on your business.

As a senior business partner at Marvel Marketers, I’ve spent much of my time helping larger clients improve their systems, especially when it comes to delayed business processes.  I’ve seen synchronization delays lasting longer than a week between marketing automation systems (like Marketo) with CRMs (like Salesforce). I’ve also seen a Marketo instance with so many workflows firing at once that the initial backlog resulted in multiple delayed email launches and other key data changes that took more than 3 full business days to resolve.

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Posted by Phil Leichtle in Additional Resources, Best Practices, Marketing Automation
A Superhero’s Guide to Flawless Marketing Automation Campaigns – 5 Steps That Prevent Villains from Tarnishing Your Brand

A Superhero’s Guide to Flawless Marketing Automation Campaigns – 5 Steps That Prevent Villains from Tarnishing Your Brand

Growing up, my father used to say, “If you don’t have time to do it right the first time, what makes you think you will have time to do it again?” He was an absolute perfectionist. He was also one of those people who would sit down at a restaurant and find the typo on the menu before anyone else had even picked theirs up. One of the greatest lessons I learned from my father was about quality and the impact of quality on my brand.

Today, as part of the Marvel Marketers team of superheroes, our namesake commands quality. After all, a superhero has very little room for error. I find myself being called in to save the day on campaigns where all the information we have is “something isn’t working.” Almost always, I find that a solid quality assurance (QA) process would have caught the problem. The difference between good and great is frequently just the simple step of slowing down and checking it twice.

With these 5 easy steps, you can keep the villains out of your marketing automation campaigns.

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Posted by Marcie Weaver in Best Practices, Marketing Automation
Marvel Marketing Minute – 3 Things You Have to Do to Make Marketo Programs and SFDC Campaigns Work Together

Marvel Marketing Minute – 3 Things You Have to Do to Make Marketo Programs and SFDC Campaigns Work Together

As marketers, we are always trying to find ways to make sure our marketing efforts are tracked and receive credit when they drive or influence sales deals. Before we can start taking credit to closed deals, we need to take a few steps back and make sure we have our Marketo programs, channels, and status set up and in-sync with our SFDC Campaigns.

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Posted by Cassie Lloyd in Best Practices, Marketing Automation, Marvel Marketing Minute
The Time I Had to Import 50,000 New Leads into Marketo…

The Time I Had to Import 50,000 New Leads into Marketo…

It wasn’t an unusual request from a client. Waiting for a data file to import leads into Marketo is one of the many things a marketing automation consultant does in a normal day.

Except this time, the list contained 50,000+ rows.

When I first opened the giant file, I crossed my fingers that it wouldn’t make my computer crash. After my silent wish, I knew I needed to quickly get a handle on this massive amount of data. At first glance, I could see a bunch of typos, and I knew this was going to be an issue.

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Posted by Sophie Lee in Marketing Automation, Optimization
Marvel Marketing Minute – Don’t Forget About Time Zones!

Marvel Marketing Minute – Don’t Forget About Time Zones!

“What time zone is this?”

It’s an important question to know the answer to when you land in a new place, and it’s also important to know the answer to when you send an email to your audience. Time zones can be tricky. Some countries observe daylight savings, while others do not, and the dates are different, too.

In 2018, our team was running a global program from September to November, with several weekly webinars across several regions. We had conventional reminder emails in Marketo that were pre-scheduled to send 30 minutes before the start of the webinar. So for a webinar starting at 10:00 am, we sent out a reminder email at 9:30 am. Everything felt timely until the last week of October, when we thought we made a mistake on the scheduled time of the reminder email. Instead of sending 30 minutes prior to a webinar in Europe, it sent 30 minutes into the webinar.

What happened?

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Posted by Anish Kumar in Best Practices, Marketing Automation
Marvel Marketing Minute – Making Your Audience Feel All the Feels

Marvel Marketing Minute – Making Your Audience Feel All the Feels

St.Valentine’s Day: when lovers express their affection with greetings and gifts. It’s really all about feelings—warm, fuzzy, kind. It’s the holiday known by its overwhelming use of hearts, flowers, chocolates, and warm colors. Hallmark, Hershey’s, and many others have supported this vision to expand on these heartfelt emotions.

As marketers, and leaders, our job is to make people feel. When I was at Nordstrom, my role was to make the store feel a certain way. Each department had what amounts to a vision board and a persona that we targeted.  We wanted that forever-35 or super savvy funky girl to feel comfortable in her “space”. Physical space makes sense for feelings, right?

Now I sit in the digital world, which is far more vast than any before. We have the ability to reach more people, maybe more easily. But the responsibility for how they feel about us hasn’t changed.  

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Posted by Amanda Thall in Best Practices, Content, Marketing Automation, Marvel Marketing Minute
Half a Dozen Reasons to Love Marketo’s Default Programs

Half a Dozen Reasons to Love Marketo’s Default Programs

As a Marketo Consultant, I have seen too many incorrect uses of program types. Marketo offers a handful of program types, and to make it even more confusing, each type can have a different program channel. Understandably, selecting the best type of program to use for your marketing campaign may not always be the easiest decision to make, especially when your instance does not have program templates to utilize.

In many cases, I have found that the programs that do not function as intended often turn out to be the programs that should have originally used the default type. They instead were launched as either an Engagement, Event, or Email Program, causing unnecessary headache.

If you’re stuck on choosing the best program type for your marketing campaign, here are 6 reasons to go with the default type:

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Posted by Geena Boyer in Marketing Automation