Great platform for those who need a hub

We use Marketo as our primary communication platform for clients and to nurture our prospect database. It’s the hub of our Martech as we use NetSuite as our CRM.

Nearly every lead we send to the sales floor has marketing attribution with 2-3 significant interactions.

We do not use a native CRM. Everything is we do is unusual and creative. We rely heavily on triggers and flow steps to get leads sent to our CRM (NetSuite). Oddly enough, we email each lead as an alert to an email account and a PHP-based Cron Job processes it. We use Vertify to push all interesting moments and person score changes to reps, also through alert emails. Oh to have Salesforce.com!

Ensure your martech stack and business processes are aligned and rock solid. Start very basic and ensure everything works flawlessly before you expand. Having documentation for each segment/engagement program will help align sales and marketing teams with better collaboration. Of course, if you have a dirty CRM, be sure to build a great data washing machine to use tokens and personalization that makes Marketo so cool.

There's always someone else who has run into similar problems or built something close to what we are trying to do. Lots of people are willing to help.

Use the MUGs to collaborate and network. Veterans are typically great resources for ideas and help.

AI webinars. I have not yet used it, but super excited to try.

no

Speed, ease of program creation, lots of agencies have knowledge, API connections.
I used elequa in the past and Marketo is much simpler.

Smart lists help prove that filters are properly used when dirty data from our database cause the wrong people to be nurtured.