Failure is bad.
Nope. Alison Levine, author of On the Edge, has scaled the highest peak on every continent. The first time she attempted Everest, she had to turn around right before reaching the summit. Instead of being discouraged, she was motivated by how far she had gone and even tried again eight years later with a better understanding of her own limits.
As marketers, even failed campaigns should give us insights into who our customers are and what they want.
Lead scoring is simple.
Nope. There are about as many lead scoring models as there are companies doing lead scoring. Ask any marketer and they’ll tell you that no one feels like their model is perfect. The first step to any effective model is the amount and accuracy of data in your system of record.
At Summit, Marketo announced Project Orion, which will be able to catalogue 10 billion activities every day in their platform. We’re extremely excited at Socedo about this project because this means that brands will be able to consume the wealth of real-time, social media data.
Content marketing is about volume.
Nope. Content marketing is about quality. Ann Handley, Chief Content Officer at MarketingProfs has been advocating for better content for years. In her session “Good Content vs Good Enough Content,” she underscored the importance of telling stories from a unique point of view to attract the customers you actually want.
Social media isn’t a sophisticated marketing channel.
Major nope. Social media may not have been a central focus during the sessions at Summit, but we heard one thing over and over again from attendees: everyone needs a way to turn social media into a demand gen channel, just like email or paid ads.
The marketing operations teams are starting to brainstorm with their social media teams to find the best way to use their skills together to increase revenue.
Account-based marketing is fundamentally different from inbound marketing.
Nope. ABM is a different way of segmenting your leads and prioritizing campaigns, but it still follows the old tenant in marketing to deliver the right message towards the right person at the right time. Marketo is soon launching an ABM portal in the platform to better help marketers target their key accounts.
Using automation means you’re scaling your business.
Nope. Automation can help, but scaling is about how you use your tools to make your routine processes more efficient.
For example, we do a webinar every week, which includes several emails, landing pages, and automated campaigns in Marketo. Rather than building each webinar program from scratch, we clone new programs from existing ones and use tokens to change variables (like the title and the date of the webinar) across several assets quickly.
In the Socedo’s platform, customers achieve scale through automated DMs, landing pages, and our managed services solution. This way, they can spend their time with self-qualified and relevant leads.
Marketing automation is only important to the marketing team.
Nope. Customer success, onboarding and sales can all benefit from marketing automation. Jamie Gutfreund, CMO of Wunderman, stressed in her keynote that each generation of buyers has an increasingly high expectation of brands. It’s no longer enough to use personalization; brands must achieve individualization. This can only happen when the entire customer journey is aligned.
Nothing could possibly be wrong with our data.
We wish. The truth is that automation at scale is always going to introduce some level of inconsistencies in your data: not all leads behave the way you think they should.
Adding to this problem is the fact that you’re probably generating leads from a dozen different sources, with several other tools handling your lead data along the way.
No system is set up perfectly. The trick is to have a process for cleaning your database and catch inconsistencies as they occur.
Everyone uses Marketo pretty much the same way.
Nope. Dan Williams is the Chief Revenue Officer at 3 Day Blinds, one of this year’s Revvie award winners. His company has a fairly broad audience (anyone with a home), a short buying cycle (most people already know what kind of blinds they want), and very few recurring customers (not many people decide to “upgrade” their blinds).
For Dan, using Marketo has been less about lead nurturing and demand generation and more about managing a wealth of customer data, precise targeting, and perfect messaging.
Marketers are boring people.
NOPE! From Marketo CMO Sanjay Dholakia dancing on stage to Socedo’s own happening happy hour, the marketing nation is a fun crowd.
(Socedo Customer Experience Manager Damien hanging out with Allocadia)
The Socedo team had a blast at Summit, and we’re already planning for next year. Hope to see you there!