Category: Marketing Automation

Multi-touch marketing attribution is an essential practice for any good marketing professional. It provides a complete picture of the customer journey, in addition to clarifying where the marketing spend is going and proving ROI for different channels and programs. But I found myself wanting to know more about the personal experience of managing marketing attribution and hear about it straight from individuals in our marketing community.
I set out to find someone with deep experience in marketing automation and measurement who could walk me through the top challenges of marketing attribution. I wanted to choose someone who has worked with measurement and reporting in many different marketing automation instances.
About Ajay Sarpal
Ajay Sarpal has proven knowledge of marketing attribution. He runs the Bizible User Group and has extensive experience both in-house and as a marketing automation consultant. So I sat down (virtually) with Ajay Sarpal, 2020 Marketo Champion of the Year, to discuss the challenges of marketing attribution and how he’s tackled them throughout his 20 years of experience. Sarpal is a marketer with experience both in-house and as a consultant. He is also 2x Marketo Champion, 5x Marketo Certified Expert, completed 9 advanced specializations on Marketing Automation, and one of the Fearless 50 top marketers.
It’s exciting to dig in and find out what the challenges are that his clients are facing marketing attribution, and he had lots to say about the subject. In the interview, we covered several key issues that marketers face today: top challenges with marketing attribution, proving the ROI of marketing channels, visualizing the customer journey,  and improving marketing and sales alignment.
Q. What are the top challenges with marketing attribution?
A. “Lots of marketers don’t know which channels are generating the most revenue, so they’re qualifying people on soft metrics like opening an email 3 times or five times, and secondly, they’re not following a process or best practices in terms of attribution. With these issues, the leads sales receives can be of low quality, which frustrates them [sales]. It hurts the relationship between marketing and sales”. “Many marketers aren’t even aware that they can solve these challenges—especially with proving out ROI”.
Q. How can marketers start to show return on investment?
A. “Marketers need to evaluate the tools that they are using and how they work with their tech stack. Some tools work better than others. Marketing also needs to get sales stakeholders onboard to get proper access on Sales CRM and also understand the environment (processes).”
Q. How can marketers visualize the customer journey?
A. “Marketing attribution has various touchpoints – like the first touches, and the last touches, but with Bizible, you can capture all your touchpoints. It’s proprietary technology in Bizible that can capture that data and tie it back to Salesforce as well”.
Q. How can marketing and sales better communicate?
A. “If we want to tie marketing and sales together, marketers have to speak the language of sales. We need to add dollar values to what we’re quoting, we need to speak about revenue and velocity (time to convert a lead to close). We need to talk about timelines.”
Marketers face key challenges with proving the ROI of their activities, and every-touch marketing attribution through Bizible is here to help. If you want to accurately capture and measure your marketing activities, you need to implement a marketing attribution solution that can grow with your company. For more discussion on multi-touch attribution, check out the Bizible user group or speak directly to one of our experts at Bizible.
The post Marketing Attribution Advice From the Marketo Champion of the Year appeared first on Marketo Marketing Blog – Best Practices and Thought Leadership.

Multi-touch marketing attribution is an essential practice for any good marketing professional. It provides a complete picture of the customer journey, in addition to clarifying where the marketing spend is going and proving ROI for different channels and programs. But I found myself wanting to know more about the personal experience of managing marketing attribution and hear about it straight from individuals in our marketing community.
I set out to find someone with deep experience in marketing automation and measurement who could walk me through the top challenges of marketing attribution. I wanted to choose someone who has worked with measurement and reporting in many different marketing automation instances.
About Ajay Sarpal
Ajay Sarpal has proven knowledge of marketing attribution. He runs the Bizible User Group and has extensive experience both in-house and as a marketing automation consultant. So I sat down (virtually) with Ajay Sarpal, 2020 Marketo Champion of the Year, to discuss the challenges of marketing attribution and how he’s tackled them throughout his 20 years of experience. Sarpal is a marketer with experience both in-house and as a consultant. He is also 2x Marketo Champion, 5x Marketo Certified Expert, completed 9 advanced specializations on Marketing Automation, and one of the Fearless 50 top marketers.
It’s exciting to dig in and find out what the challenges are that his clients are facing marketing attribution, and he had lots to say about the subject. In the interview, we covered several key issues that marketers face today: top challenges with marketing attribution, proving the ROI of marketing channels, visualizing the customer journey,  and improving marketing and sales alignment.
Q. What are the top challenges with marketing attribution?
A. “Lots of marketers don’t know which channels are generating the most revenue, so they’re qualifying people on soft metrics like opening an email 3 times or five times, and secondly, they’re not following a process or best practices in terms of attribution. With these issues, the leads sales receives can be of low quality, which frustrates them [sales]. It hurts the relationship between marketing and sales”. “Many marketers aren’t even aware that they can solve these challenges—especially with proving out ROI”.
Q. How can marketers start to show return on investment?
A. “Marketers need to evaluate the tools that they are using and how they work with their tech stack. Some tools work better than others. Marketing also needs to get sales stakeholders onboard to get proper access on Sales CRM and also understand the environment (processes).”
Q. How can marketers visualize the customer journey?
A. “Marketing attribution has various touchpoints – like the first touches, and the last touches, but with Bizible, you can capture all your touchpoints. It’s proprietary technology in Bizible that can capture that data and tie it back to Salesforce as well”.
Q. How can marketing and sales better communicate?
A. “If we want to tie marketing and sales together, marketers have to speak the language of sales. We need to add dollar values to what we’re quoting, we need to speak about revenue and velocity (time to convert a lead to close). We need to talk about timelines.”
Marketers face key challenges with proving the ROI of their activities, and every-touch marketing attribution through Bizible is here to help. If you want to accurately capture and measure your marketing activities, you need to implement a marketing attribution solution that can grow with your company. For more discussion on multi-touch attribution, check out the Bizible user group or speak directly to one of our experts at Bizible.
The post Marketing Attribution Advice From the Marketo Champion of the Year appeared first on Marketo Marketing Blog – Best Practices and Thought Leadership.

Multi-touch marketing attribution is an essential practice for any good marketing professional. It provides a complete picture of the customer journey, in addition to clarifying where the marketing spend is going and proving ROI for different channels and programs. But I found myself wanting to know more about the personal experience of managing marketing attribution and hear about it straight from individuals in our marketing community.
I set out to find someone with deep experience in marketing automation and measurement who could walk me through the top challenges of marketing attribution. I wanted to choose someone who has worked with measurement and reporting in many different marketing automation instances.
About Ajay Sarpal
Ajay Sarpal has proven knowledge of marketing attribution. He runs the Bizible User Group and has extensive experience both in-house and as a marketing automation consultant. So I sat down (virtually) with Ajay Sarpal, 2020 Marketo Champion of the Year, to discuss the challenges of marketing attribution and how he’s tackled them throughout his 20 years of experience. Sarpal is a marketer with experience both in-house and as a consultant. He is also 2x Marketo Champion, 5x Marketo Certified Expert, completed 9 advanced specializations on Marketing Automation, and one of the Fearless 50 top marketers.
It’s exciting to dig in and find out what the challenges are that his clients are facing marketing attribution, and he had lots to say about the subject. In the interview, we covered several key issues that marketers face today: top challenges with marketing attribution, proving the ROI of marketing channels, visualizing the customer journey,  and improving marketing and sales alignment.
Q. What are the top challenges with marketing attribution?
A. “Lots of marketers don’t know which channels are generating the most revenue, so they’re qualifying people on soft metrics like opening an email 3 times or five times, and secondly, they’re not following a process or best practices in terms of attribution. With these issues, the leads sales receives can be of low quality, which frustrates them [sales]. It hurts the relationship between marketing and sales”. “Many marketers aren’t even aware that they can solve these challenges—especially with proving out ROI”.
Q. How can marketers start to show return on investment?
A. “Marketers need to evaluate the tools that they are using and how they work with their tech stack. Some tools work better than others. Marketing also needs to get sales stakeholders onboard to get proper access on Sales CRM and also understand the environment (processes).”
Q. How can marketers visualize the customer journey?
A. “Marketing attribution has various touchpoints – like the first touches, and the last touches, but with Bizible, you can capture all your touchpoints. It’s proprietary technology in Bizible that can capture that data and tie it back to Salesforce as well”.
Q. How can marketing and sales better communicate?
A. “If we want to tie marketing and sales together, marketers have to speak the language of sales. We need to add dollar values to what we’re quoting, we need to speak about revenue and velocity (time to convert a lead to close). We need to talk about timelines.”
Marketers face key challenges with proving the ROI of their activities, and every-touch marketing attribution through Bizible is here to help. If you want to accurately capture and measure your marketing activities, you need to implement a marketing attribution solution that can grow with your company. For more discussion on multi-touch attribution, check out the Bizible user group or speak directly to one of our experts at Bizible.
The post Marketing Attribution Advice From the Marketo Champion of the Year appeared first on Marketo Marketing Blog – Best Practices and Thought Leadership.

I am thrilled to announce that applications are now open for the 2021 Marketo Engage Champion program. Next year is extra special as it marks the 10-year anniversary since the Marketo Engage Champion program was first launched. 
The Marketo Engage Champion program represents an elite group of our most advanced Marketo Engage users and brand ambassadors who are Marketo Engage Certified Experts (MCE) and actively share their knowledge and expertise in the Marketing Nation Community. Also, in an effort to be more inclusive and provide ongoing access opportunities for underrepresented communities, we are increasing the Champion class size from 40 individuals to 50.
If you are a customer or partner interested in taking your Marketo Engage expertise and thought leadership to the next level, I encourage you to apply for the 2021 program. 
APPLY HERE
If you have any questions, please email us at advocacy@adobe.com. My team and I look forward to reading your applications in the coming weeks!
The deadline to apply is December 18, 2020.
Marketo Engage Champion Program Overview 
Champion Program Benefits 

Eligibility to apply for the Marketo Engage Champion Leadership Committee  

Exclusive Champion opportunities at Adobe Summit  

Champion Spotlight in the Marketing Nation Community  

Exclusive contests & incentives to help drive strategic Marketo Engage programs  

Exclusive Champion swag  

Access to Marketo Engage product beta testing and early adopter programs  

Opportunities to engage with Marketo Engage teams to provide feedback and support  

Ongoing speaking opportunities year-round  

Exclusive Champion badges (LinkedIn, Marketing Nation Community, Purple Select)  

Champion Program Criteria & Requirements

Current Marketo Engage Certified Expert (MCE) certification  

Attend quarterly Champion Program Calls  

Attend Marketo Engage Product Update Calls  

Attend or speak at a Marketo Engage User Group 2x per year  

Active participation in Marketing Nation Community  

Help grow Advocate Nation  

Sign Champion Program Charter and NDA 

Additional requirements can be found here  

Meet the current class of Marketo Engage Champions here and our Marketo Engage Champion Alumni here. Here is the link to submit your application to become a 2021 Marketo Engage Champion – the deadline is December 18, 2020.
The post Apply for the 2021 Marketo Engage Champion Program appeared first on Marketo Marketing Blog – Best Practices and Thought Leadership.

The race is on among Safari, Firefox, and Google Chrome to become the most privacy-friendly browser. As the pace picks up, third-party cookies — the backbone of website analytics — are now a leading topic in the privacy conversation.
Used to create smoother cross-site experiences for users, third-party cookies may seem like they’re always helpful. After all, they enable companies to serve more personalized ads based on a user’s interactions. They can even remember which products someone has added to their virtual shopping cart, even when that user leaves the website. 
However, the darker side of third-party cookies is that they can pose a serious threat to privacy. They’ve been used to track users across the internet as well as execute cross-site forgery attacks that provide unauthorized access to a web system. This means that any user’s browsing data is effectively at risk of being stolen.
Due to these privacy concerns, leading browsers agree that third-party cookies have to go. Chrome has even announced that they will stop support for third-party cookies in the next two years — and with 65% market share (see the graph below), that’s the benchmark timeline for competitors to meet as well.
Let’s be clear: increased data privacy is important, especially when it comes to protecting people’s personal browsing habits and information. However, updated privacy guidelines will also require marketers to adapt as third-party cookies fade away and cross-domain data sharing becomes more restricted.
Source: Global Market Share Across Devices
Browsers make strides to focus on privacy.
In our connected world, 81% of consumers feel they have no control over the digital data companies collect from them. As a result, browsers want to stand out as the most privacy-friendly choice for consumers. Here’s a quick look at some of the privacy updates these browsers are introducing.
Safari
In release 11 (2017), Safari unveiled Intelligent Tracking Prevention, which enacted stronger privacy protections, including stopping the browser’s support of third-party cookies. Instead, the browser implemented a Storage Access API, requiring a user’s explicit approval to share their data across sites.
Firefox
Firefox was the next one off the starting block, releasing Enhanced Tracking Prevention in release 69 (2019). This update blocked third-party services associated with sites classified as known trackers, which are domains that collect, share, retain, or use someone’s data to enable tracking by other services. Additionally, Firefox allows users to easily switch to stricter levels of privacy that will block third-party cookies altogether. 
Google Chrome
In release 80 (2020), Chrome introduced default SameSite settings that would require the use of SameSite attributes for third-party cookies, which provides some protection for users. The SameSite cookie attribute identifies whether or not to allow a cookie to be accessed. For example, using certain parameters, the SameSite attribute can enable first-party cookies to be sent while restricting third-party cookies (i.e., cookies shared with other websites). Soon after rolling out the SameSite settings, Chrome announced its intent to sunset third-party cookies altogether by 2022.
As these browsers continue to strengthen their privacy positions, many more changes are on the horizon. Marketers will need to evolve to find innovative ways to reach and engage consumers.
What’s the difference between first-party and third-party context?
Before diving in further to how browser privacy could affect marketers, it’s important to understand the difference between third-party and first-party context. Context, used in this sense, refers to the relationship of data and web services to the website a user is currently viewing. As browsers continue to enact stricter privacy measures, it will be critical for marketers to understand this concept.
First-party context
To start, first-party context simply means that a user’s data is stored within first-party cookies and the services used by the site share a domain at the Top-Level-Domain+1, or TLD+1 (website.com, for example). These cookies are used to create a personalized experience for a user only when the user is on that particular site. In other words, these cookies are not shared with third-party websites that have different domains.
Third-party context
Third-party context means that data is stored within third-party cookies and/or a service does not share the same TLD+1. For example, let’s say there is a video on the website www.example.com that is hosted on www.hostedvideo.com. The video service is considered a third-party service in this configuration.
Now imagine the service provides a way for the viewer to resume an incomplete viewing next time they visit the page. The service has to store the time the viewer stopped watching somewhere in their browser. The service may decide to store this information in a cookie for www.hostedvideo.com, which would be a third-party cookie.
Marketers need to plan for privacy.
If they haven’t already, marketers will need to start taking a close look at the customer experience across their brand’s digital footprint, especially if the brand has multiple websites. If marketers want a user’s experience on one of the websites to be informed by experiences on another site without the user logging in, third-party cookies are the main way to provide this experience. But because of the privacy changes browsers are making, marketers will need to begin thinking more about first-party context instead.
Combine microsites on one domain.
One way to create a seamless experience is to minimize the number of TLD+1 domains they require for their offerings. For example, since multiple microsites with different domains could cause issues for users, would there be a way to combine the sites under one TLD+1 domain? Staying within the same TLD+1 domain provides users assurances that all activity is staying within the same company and their data is not being sent to potentially harmful third parties. 
However, scenarios like clear brand distinction may still warrant separate domains. In these cases, marketers likely will need to accept limited cross-site data until a user opts in to marketing and provides certain details, such as an email address, to each brand.
Assess current third-party cookie dependencies.
Marketers should also work with their IT teams to assess which marketing services and sites have third-party cookie dependencies. When third-party cookies are no longer available to use, marketers should have a risk mitigation plan in place that takes into account the impact this change will have on their marketing tactics — and how that will affect user engagement.
Give users control of their data.
Last but certainly not least, marketers will want to consider how to provide users more control of their data in as clear of a manner as possible. In the next decade, user consent will become critical for companies that want to be trusted with their users’ data. Ideally, marketers will be able to continue providing personalized experiences that drive user engagement and loyalty.
How marketers can stay informed and get ready
Salesforce Pardot is committed to helping our marketers stay up to date on major developments in the world of data privacy. Right now, Salesforce is actively involved in privacy groups helping to represent marketing needs to ensure we stay ahead of the curve and help minimize disruption for our customers. 
In the Summer’20 Release, we released a beta for a new first-party tracking service that will allow our customers to host all of their Pardot content and web analytics in a first-party context. To learn more about how to become a beta tester, please visit this help documentation.
To keep learning more, be sure to follow our blog because we will continue to share updated information that helps you stay informed about privacy-related issues.

I use Marketo at my job for email newsletters and I’m also spearheading our data visualization efforts across our whole brand. I’m using Google Data Studio to pull all sorts of analytics in from all sources. I’m trying to integrate Marketo into Databox, which then populates my dashboards in Data Studio. When I integrate Marketo with Databox, it only allows me to pull in data from 1 campaign at a time. In Marketo, my campaigns are attached to each newsletter program and consists of a flow to determine program success based on whether someone clicks. Therefore, I’m not understanding how to visualize ALL newsletter statistics (opens, clicks, emails sent, top emails, etc) if Databox is forcing me to pick only a single “campaign”. Is there a better way to go about integrating broad newsletter metrics from Marketo into my Data Studio?
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Hello, I have been in digital marketing for over 4 years and seen quite a bit of different automation services, I currently use a linked in automation services that connects and sends out up to 100 messages per day to targeted prospects. I noticed it was working well earlier this year but I believe it is becoming widely overused as I am receiving a ton of automated messages from people as well. I have used other services for instagram outreach in the past but I am looking for more services that could help me get in front of businesses who may need digital marketing services. Let me know what you have used/using and how they work!
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