Adobe Marketo Optimization Champions
For marketing operations leaders optimizing their Adobe Marketo marketing automation platform is one of the most important efficiency gains. Depending on your instance complexity, our Adobe Marketo champions advise you should run best practices, to ensure maximum value from the platform.
What Macro brings to the table
- Project Manager
- Adobe Marketo Expert
- Change Management
- Documentation
Supercharge Your Adobe Marketo
Our Adobe Marketo certified experts recommend establishing a solid framework for your marketing team, to define a clear and logical asset and campaign structures, an unified naming convention that facilitate easy navigation, clear lead scoring criteria, distinct lifecycle stages, and targeted nurturing campaigns.
We’ve done the heavy lifting
Here's an in-depth, step-by-step look at the Adobe Marketo optimization process:
1
Data Clean-Up
- Review performance metrics across all campaigns and assets
- Analyze email open rates, click-through rates, and conversion rates
- Examine landing page performance and form submission rates
- Study lead acquisition sources and their quality
- Investigate lead velocity and progression through the funnel
- Assess the effectiveness of lead-scoring models
2
Lead Scoring Refinement:
- Evaluate the accuracy of your initial lead-scoring model
- Identify which behaviors and attributes are truly indicative of sales-readiness
- Adjust point values for demographic and behavioral criteria
- Implement negative scoring for disengagement or undesirable behaviors
- Consider implementing multiple scoring models for different products or buyer personas
3
Segment Optimization:
- Review the effectiveness of your current segmentation strategy
- Identify new segmentation opportunities based on behavioral data
- Refine buyer personas using insights from campaign performance
- Implement more granular segmentation for highly targeted campaigns
4
Content Performance Evaluation:
- Analyze which content pieces are driving the most engagement
- Identify underperforming content and either improve or retire it
- Map content effectiveness to different stages of the buyer's journey
- Use A/B testing to optimize email subject lines, content, and calls-to-action
5
Nurture Program Refinement:
- Assess the effectiveness of your nurture streams
- Identify drop-off points in the nurturing process
- Adjust content and timing of nurture emails based on engagement data
- Implement more sophisticated branching logic in nurture programs
- Consider creating industry-specific or persona-based nurture tracks
6
Campaign Optimization:
- Review the performance of your smart campaigns
- Refine trigger criteria and flow steps based on results
- Implement more advanced workflow logic to improve personalization
- Optimize campaign timing based on engagement data
7
Personalization Enhancements:
- Leverage collected data to implement more sophisticated personalization
- Use dynamic content in emails and landing pages
- Implement website personalization based on known visitor attributes
- Explore predictive content recommendations
8
Marketing and Sales Process Alignment:
- Review lead handoff processes between marketing and sales
- Refine lead qualification criteria based on sales team feedback
- Implement or optimize lead recycling programs for leads not ready for sales
- Enhance lead activity reports for the sales team
9
Automation Expansion:
- Identify manual processes that can be further automated
- Implement more advanced triggered campaigns based on customer behavior
- Explore opportunities for cross-channel automation (e.g., integrating social media actions)
10
Revenue Cycle Modeling:
- Implement or refine your revenue cycle model in Adobe Marketo
- Analyze conversion rates between stages
- Identify bottlenecks in the revenue cycle
- Use insights to inform marketing strategy and resource allocation
11
Attribution Modeling:
- Implement multi-touch attribution modeling
- Analyze which channels and campaigns are driving the most revenue
- Use attribution data to inform budget allocation and campaign planning
12
Integration Optimization:
- Review and optimize your CRM integration
- Explore opportunities for additional integrations (e.g., webinar platforms, social media tools)
- Ensure data hygiene and resolve any sync issues
13
Performance Optimization:
- Monitor Adobe Marketo instance performance
- Optimize database size and structure if needed
- Review and optimize smart list and smart campaign efficiency
14
Compliance and Deliverability:
- Review and enhance compliance with email and privacy regulations
- Monitor and improve email deliverability rates
- Implement sunset policies for inactive subscribers
15
Reporting and Analytics:
- Refine your reporting strategy
- Create custom reports and dashboards for different stakeholders
- Implement closed-loop reporting to track marketing influence on revenue
16
Experimentation and Innovation:
- Implement a structured A/B testing program
- Explore new Adobe Marketo features and assess their potential value
- Test innovative campaign ideas on a small scale before full implementation
17
Team Skills Development:
- Identify skill gaps in the marketing team
- Provide additional training on advanced Adobe Marketo features
- Encourage Adobe Marketo certifications for team members
18
Governance and Best Practices:
- Develop and document best practices based on learnings
- Implement governance processes to maintain data quality and system integrity
- Regular audits of assets, campaigns, and settings to ensure optimal setup
Ready to Use Macro's Extensive Marketo Expertise?
Let’s get your free consultation started!
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