New Year (Marketo) Resolutions: Shake Things Up & Mature in 2017

December 27, 2016 | Kim Para Allen | No Comments |

It’s time to think about New Year’s Resolutions!

I love interesting statistics so I did a little digging… according to Statistic Brain, 45% of American’s make resolutions—and only 8% are successful (not sure how these were gathered but it’s interesting). I’ve definitely been on both sides of that but there’s always hope for the new year!

You can also set resolutions at work (individual and team-based)—let’s get more specific with Marketo efforts.

Right now: Clean your slate

Folder structure – Make sure your folders are setup for any new programs starting next year.
Collect benchmarks – EOY, collect the data you want to measure against next year. Get a jump on things and make sure the necessary reports are built out for next year—we know you’re busy so be sure to subscribe to them!
Archive – The old stuff. Remember, archiving does not deactivate, so deactivate any active campaigns and programs when archiving. You still have the option to report on archived assets, and you should also be “un-publishing” no longer relevant Sales Insight emails.
Database – If you’ve been seeing crap data (let’s face it, everyone does), now is a great time to get it cleaned up before the new year!

Big wins for 2017: Major initiatives

You should also be thinking about what major initiatives you could work on in 2017 that would really be big wins for your business.

Nurturing – The new year is a great time to re-evaluate what nurture(s) you have active, if they are still relevant, and if the content or program needs sprucing up. Then further, think about how to take it to the next step. Maybe this means adding personas, mapping communications more closely to lifecycle, or adding that upsell/cross-sell stream you’ve been putting off for a while.
Lifecycle – You’ve got one in place now, right? Does it still reflect your sales cycle accurately?
Scoring – Scoring often gets setup and forgotten. It should ALWAYS be fine tuned to reflect not only changes in the organization, but also based on scoring distribution and the quality of your “qualified” leads.
Advanced reporting – Reporting is always a BIG win. If you feel like you’re missing important business intelligence insights, the beginning of a new year is a great time to get those reports setup! This will also help surface any technology needs you may have (think Bizible, Engagioetc.).
Preference center – more here!

Maturity: The long game

The road to marketing automation maturity is long, but it begins with the basics.

Documentation – We know this one is a drag, but it is so valuable! Start documenting (instance best practices, setup, etc.) from the beginning of 2017. This is a great resource to look back on and to share with others.
QA – Get in the habit of creating a UAT (user acceptance testing) document and using it on big projects. Also, if you don’t already, be sure to get a second set of eyes on your work (emails, campaigns)—there is so much going on in Marketo; this is always a good idea.
Program components – You should be: associating costs to programs, marking successes, and setting acquisition. Make this a habit and document it as a process for all Marketo users. Also, if you want to report off consistent tags, begin to work this in as well.
Templates – You’ll at least want to update the copyright year, so why not use this as an opportunity to see what else could be improved with fresh eyes?

Sounds like a lot of work, right?

But taken one piece at a time, you can make it happen and have a tremendous new year. Even if you only end up sticking to 8% of these marketing automation resolutions, you’ll still see remarkable results. And that makes for a very happy new year indeed.

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