The Data Heroes Podcast (powered by RingLead)

Justin Norris, Sr. Director - Solutions Architecture | Perkuto

“Marketo is the best system of execution for what it does within that marketing sphere.” Justin is a Marketo expert and 4x Marketo Champion. Early on in his career, Justin specialized himself in Marketo to provide empowerment to people, processes, and platforms to enhance Marketing and Sales operations. In this episode of The Data Heroes Podcast, Justin Norris (Sr. Director of Solutions Architecture at Perkuto) talks about Marketing campaigns and how powerful solutions, like Marketo, enable superior management of the customer life cycle. “One of the very earliest lessons I learned in marketing was the importance of knowing your customer, whoever they are.” For Justin, developing a fundamental understanding of the customer, their voice, pain points and needs is the only way to effectively target them and provide outstanding customer experiences. And data is needed to create those automated, scalable experiences. “Whether that’s more on the marketing side piping data into CRM to enable customer success use cases or, actually improving the customer experience through data.” No matter your market, a successful ABM strategy requires a successful set of tools and accurate data to empower your CRM. Justin and John also discuss usability of marketing systems, dirty data disasters, and specializing in Marketo and Salesforce.

Jeff Ignacio, Head of Revenue & Growth Operations, Upkeep

"It all comes from strategy and that strategy is informed with data," is Jeff’s mantra when it comes to targeting ideal accounts and businesses in the market. In this episode of The Data Heroes Podcast, Jeff Ignacio, Head of Revenue and Growth Operations at UpKeep talks about RevOps, and the successful alignment of strategy and execution to dominate the maintenance market. "We started to take a look at the existing customer base for patterns". To expand and refine their customer base, Jeff and his RevOps team began analysing existing data sets to determine more ideal accounts to go after. With ICPs defined, territories were appropriately divided up amongst reps, and strategies decided upon for executing successful campaigns for their diverse customer spectrum. UpKeep specifically developed organic content to engage customers and build communities, improving user experiences, brand image, and company trust. “It's not enough to just win a customer, but do they stick around?” Utilizing RevOps capabilities, Jeff ensures that alignment on strategy is always retained to meet objectives and improve business outcomes. Jeff and host John Kosturos also examine data management tools, ICPs, SLAs and MQLs.

Andrew Mahr, Chief Customer Officer at Triblio

“Making it interesting for the customer,” is Andrew Mahr's mantra. In  this episode of The Data Heroes Podcast, Andrew Mahr Chief Customer Officer talks about goals, strategies and requirements for implementing one-to-one customer personalization. “For personalization to work in an account based context, it needs to be based on insights and good data of the account.” By personalizing marketing campaigns, you ultimately improve the customer experience and the overall effectiveness of Sales and Marketing efforts. “Personalization has to be done correctly for it to have a good impact. Focus on the needs and interests of the account.” Orchestration and alignment are key for collaboratively utilizing cross-channel strategies to keep messaging consistent and engaging. “Given different data signals and given different qualifying criteria, we identify how we actually want Marketing and Sales to engage accounts.” Andrew and host John Kosturos also discuss ICP targeting, intent data, and improving campaign effectiveness through high quality data. “You want a system that can understand the difference between when to feed someone top of funnel brand awareness messaging, versus when to trigger a higher cost marketing tactic.”

Maxwell Maurier, Director, Marketing Operations and Analytics at Druva

“How do we consistently align with sales?” Max and his Marketing team continually uphold this question to strive to overcome this challenge. By implementing holistic company alignment, tactics and strategies are more likely to succeed, allowing teams to become more effective marketers and sellers. In  this episode of The Data Heroes Podcast, Max Maurier ,Director, Marketing Operations and Analytics at Druva, talks about accurately identifying, targeting, campaigning, and selling to ideal account profiles. “Part of our strategy is propensity modeling.” Druva’s strategy includes utilizing 3rd party data to find high level accounts with commonalities; “The common intent signals, common demographics, to try and put together a target account list”. Using intent data, Max and his team then go after high intent accounts that match their ICP, marketing to those accounts through campaigns. Max exclaims that this strategy’s success relies on holistic alignment between sales and marketing. “If we're just generally on the same page, it's a really helpful platform for us, for our automation and marketing purposes.”Max and host John Kosturos also talk about revenue planning, dirty data, branding yourself in Marketo, and analytics tools.

Britney Young, Marketing Operations Specialist at McKesson

''Keep on top of who's actually engaging with our emails and make that decision of whether or not to keep them.” Britney is an advocate for applying effective database management strategies to get a handle on all dirty data challenges. In this episode of our The Data Heroes Podcast, Britney discusses marketing operation strategies to make sure you are always on top of your data, ensuring it is accessible and actionable to serve insights and business decisions. She highlights the need to effectively convey data quality importance to the company higher-ups and how dirty, inactive data affects system processes, attribution and campaigns. “Just taking the data to tell that story. Have those real examples to show that because of dirty data, we can't do X.” Identify key accounts to focus on and create understanding by aligning teams on methods, tactics and utilization of tools. Britney also discusses her Marketing Ops role, ideal account tools, duplicates, Marketo and how to use insights to fuel campaign efforts. “Always analyze your data: campaigns like what's happening after you've launched that campaign? How is your data actually doing?”