There are two types of Marketo administrators: those who inherited the role and the tool and those who’ve learned a lot since they set up the tool.
Maybe you’re in the first camp…the inheritance of Marketo. Perhaps you picked it up from a coworker who recently left. Maybe a recent reorganization in your company left you the owner of technology that you knew from a distance but hadn’t helped implement. It can be painful to try to figure out where to start untangling a web that someone else wove.
Let’s look at the other side of the coin. Maybe you did configure your Marketo instance, but at the time you didn’t have the proper training. You did the best you could with what you knew, and (let’s be honest) you did it as quickly as you could because that campaign needed to get out the door.
As the saying goes, “You don’t know what you don’t know,” and you exemplified that in your Marketo instance. Now that some time has passed and you’ve had the chance to get some training, you know so much more. With that knowing comes the painful realization that you’re not using Marketo to its fullest potential. It’s just so hard to get there.
Whichever of these two camps you find yourself in, there is good news — you can fix it! The fact is, all Marketo administrators want to make sure they’re getting the most out of their investment in Marketo.
When it comes to optimizing your Marketo instance, one of the most difficult, overwhelming things is that over time there is a buildup of “stuff.” Maybe it is even great stuff – an inventory of hundreds of emails and landing pages, forms, programs, smart campaigns, data and reporting. Over time, all of this stuff becomes harder to manage, let alone review and optimize.
Hard as it may be, it’s important to dig in and take the time to review your Marketo instance. Decide what needs to be optimized. What should be taken care of right away? Are there things that are not configured properly? Are you ensured for optimal email deliverability? What are some things that could be considered “quick wins” (things that could show a big impact immediately)? Are there things that you need to plan through with the rest of your team?
You should also plan to look at your current campaigns. Assemble your team and take stock of the campaigns that are currently running. Can they be optimized? Are you getting optimal return on your Marketo investment? These are all questions you should consider as you begin to plan the revamp of your Marketo instance.
Whether you have inherited a mess or created it, a Marketo Health check is a great way to empower yourself with a complete understanding of what is going on with your Marketo instance. The Marketo Health Check is a comprehensive performance audit of your marketing automation process.
With a health check, you will learn what needs to be fixed and which parts of Marketo you’re paying for but aren’t using. It includes the technical setup of Marketo and its integration with CRM, benchmarking against Marketo best practices, and lead management process integration with Marketo.
The Marketo Health Check is a dense analysis of the systems and processes that enable (or hinder) your ability to get the most out of Marketo. A health check like this will inspect every corner of your Marketo instance and even conduct in depth interviews with your team. It will uncover opportunities to improve your team’s experience, adoption, system governance, and ultimately, their ability to extract a return from your investment in Marketo.
You know when something isn’t quite right with your technology. Feature enhancements, personnel changes and a constant stream of incoming data can make maintaining your Marketo instance tricky. Marketers who take initiative regularly evaluate their core technologies to find gaps and create plans for enhanced use. If you’re wondering about whether you’re getting the most out of your Marketo instance, let’s start a conversation about a Marketo Health Check.
Caitlin Culbert Poliska
Caitlin is the Marketo Practice Director for the Pedowitz Group. She is a Marketo Certified Solution Architect, Marketo Certified Expert, Marketo Certified Instructor, Salesforce Admin Certified and HubSpot Certified, working with Best Practices and strategies in Marketing Automation, Technology Optimization, Lead Management, Marketing Revenue attribution, Analytics, Social Media, Inbound and Outbound campaigns.
- Posted by Caitlin Culbert Poliska
- On 08/09/2018
- 0 Comments