Natalie Walkley

Why is campaign production so difficult and is there a better way for marketing teams to go to market? If you’ve ever wanted to rewrite the GTM playbook, then you can’t miss our keynote tomorrow afternoon at Echelon X. We’ll share our vision for a more agile, strategy-focused marketing team and demo our prototype, which will help brands and agencies slash production costs and time to market by as much as 90%. See you there! #EchelonX #Protaige #Marketing #AI

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For Marketo users, increasing form conversion rates may be as simple as integrating with another tool. Find out how one of our clients pulled this off here: https://bit.ly/4fNAyrZ #Marketo #Drift #Marketing #MarketingAutomation

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Friendly reminder for the folks with Marketo Measure. It's super helpful to add your Bizible Touchpoints and Bizible Attribution Touchpoints as related lists on Leads, Contacts, Accounts, Opps and Campaigns. Why? Well, several reasons... 1) It makes QA and troubleshooting so much easier. I mean, it takes something that would take a half hour of clicking between reports and pages, and knocks it down to like 5 minutes. 2) It makes it super quick and easy to answer a quick question like, "Hey, which Opps has this campaign influenced?" Or, "Which campaigns influenced this Opp?" 3) Helps SDRs and sales reps see what a person or accounts has engaged with. For more information on how to do this, click the documentation link below. Documentation Link: https://lnkd.in/gMUusNgP

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For Marketo users, increasing form conversion rates may be as simple as integrating with another tool. Find out how one of our clients pulled this off here: https://bit.ly/4aELhlj #Marketo #Drift #Marketing #MarketingAutomation

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For Marketo users, increasing form conversion rates may be as simple as integrating with another tool. Find out how one of our clients pulled this off here: https://bit.ly/3S72dKR #Marketo #Drift #Marketing #MarketingAutomation

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IMHO, people don't talk about HubSpot Lists enough. It's a simple oldie but a goodie in the toolbox, but man I miss it in every other ESP I use. I remember going over how we used lists to monitor various audience persona engagement with the HubSpot product team when I was in-house, and their team was floored at how we leveraged it. Here is how I've used lists this week (and it's only Wednesday am): - pull in all the new hidden fields we added to forms into a list, and after editing columns confirmed the data is populating properly - pulled a list of duplicate company names in the CRM for a client to review naming conventions and/or merging companies so we can figure out the best plan of action, with key columns displayed - pulled a list of primary contact associations so I can use it as a filter for reporting and not pull in every person cc'd on a demo on particular reports - pulled a list of all leads generated during a contract time period with the company names, lead status and lifecycle stage listed for a 6 month review report - tested a contact to understand why someone was in a list that shouldn't be, and made a minor adjustment - tested a contact to understand why someone wasn't in a list that should be, and made a minor adjustment We love a good report and dashboard, but sometimes that's not what you need. You need to understand what's happening with your data in a glance to make decisions, but aren't looking to report on it long-term. I've yet to find another ESP that makes it this easy to assess what's happening without exporting, manual troubleshooting or more. The time savings we experience and QA capabilities to set things up right from the beginning are 😘 . How do you use HubSpot lists? Note: still not over losing the ability to compare activity line graphs against another list. We regularly monitored growth of engaged vs. unengaged this way for multiple segments. It was easier and more in the flow of regular email management than building a separate report that doesn't quite do the same. RIP list line graph comparisons, we still miss you! #hubspot #hubspotpartner

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For Marketo users, increasing form conversion rates may be as simple as integrating with another tool. Find out how one of our clients pulled this off here: https://bit.ly/4buKwMC #Marketo #Drift #Marketing #MarketingAutomation

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I am hearing lots of people either acquiring and merging businesses, or just starting fresh with a new #Marketo instance. Whatever your project, watch out for these #MarketoMigration mishaps: ✅ A never-ending project with spiraling costs & time ✅ Running two parallel Marketo instances, and no specific one being accurate ✅ Oh we forgot the... [insert critical integration here]... ✅ Not forgetting... how can we see the historic results Read more about DIY Marketo Migration gotchas here: https://okt.to/5ZyGvT

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For Marketo users, increasing form conversion rates may be as simple as integrating with another tool. Find out how one of our clients pulled this off here: https://bit.ly/45EHBiS #Marketo #Drift #Marketing #MarketingAutomation

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Looking to optimize your quote request process? This article walks you through setting up and linking CTA pop-up forms using HubSpot, designing effective forms, and optimizing your website for an improved customer journey: https://hubs.ly/Q02yCSPc0

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For Marketo users, increasing form conversion rates may be as simple as integrating with another tool. Find out how one of our clients pulled this off here: https://bit.ly/4eba9ne #Marketo #Drift #Marketing #MarketingAutomation

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Experience matters, even more now for SEO. HubSpot breaks down how to showcase your team’s expertise in their Masters in Marketing series. https://lnkd.in/gGmfkpmQ

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HubSpot CRM is becoming HIPAA compliant (see below)! Here's what you need to know: - Public beta launched June 4 - Available to HubSpot Enterprise customers - Turn on HIPAA-specific sensitive data settings in Settings > Privacy & Consent - Store protected health information (PHI) covered under HIPAA in HubSpot’s Smart CRM - The HubSpot BAA is included by reference in the Sensitive Data Terms in your account - Ask a Solutions Partner (like us) or HubSpot if you'd like access to the public beta This is big news and something we've been asking #HubSpot about for years. 👉 This solves for #heathcare companies that use HubSpot for marketing but have to use other CRMs or EMRs to store data. This new feature will help reduce integration and software costs.

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Quick tip for folks using Marketo Measure with Drift. Marketo Measure integrates directly with Drift, and will create a touchpoint through the javascript, when a person's email address is submitted through the Drift bot. But, therein lies a very common challenge. A lot of Drift playbooks look to see if we recognize the person and then, if we recognize them, we don't ask for their email address again. When that happens the integration doesn't get a chance to fire the Marketo Measure javascript. A simple solution for this is to add to your playbooks, "In case the chat gets disconnected, can you please confirm your email address?" Most users won't feel that this is intrusive. So, it should have a minimal impact on completions. And, it'll have a massive impact on the performance of your Marketo Measure javascript.

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Account selection is one of the most important parts of ABM as you need to focus on the right accounts that will predictably provide the greatest revenue growth now and in the future. But I don't agree with ✅ Tyler Pleiss ✅ at Movable Ink that it is the most important part of ABM. You can target the right accounts but if you do not deliver the right account experience then all you're going to do is build the pipeline with ICP accounts. #ABM is about getting account high-value accounts to revenue and existing high-value accounts to greater revenue growth. Because companies focus on account selection vs. the account experience, they find that accounts go dark after initial engagement with Demandbase, Terminus, 6sense, Madison Logic, RollWorks, a division of NextRoll campaigns. This is what happened to Uniphore as they struggled with accounts like Bank of America going dark. As Vijai Shankar (former product marketing leader at Uniphore and now at Simpplr) mentioned: Like many other tech companies, we focused on the pipeline vs. the account experience along the buying journey. Our content, messaging and sales/marketing conversations were driven by Demandbase intent signals and focused on industry thought leadership. As accounts like Bank of America did not see themselves inside the story that was being told, they went dark and became unresponsive to sales and marketing outreach. By changing the content, messaging and interactions to be driven by account intelligence, we eliminated vague marketing messages that missed the mark. Our teams were able to re-engage and win $500K with banks like Bank of America. You can read the Uniphore case study here: https://lnkd.in/g6y9gDW9 Do you agree with ✅ Tyler Pleiss ✅ that account selection is the most important part of ABM - or do you agree with me -- or do you think it's something else? I'd love to hear from Lindsay Baggett, Cristina Daroca, Adam Schoenfeld, Alex Pappas, Nancy Carlyle Harlan, Petra Markova, Davis Potter, Jon Miller, Tania Saez, Kelly Hopping and many others in my network that are doing ABM.

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Have you heard about MappMail? Get Accurate Deliverability Information, Guaranteed! Stop guessing or being mislead by misleading statistics. Learn how to truly maximize your email today. Don't miss out on this untapped profit center. Visit: https://lnkd.in/e7sbqpsU for more info. Check out MappMail, today!

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For Marketo users, increasing form conversion rates may be as simple as integrating with another tool. Find out how one of our clients pulled this off here: https://bit.ly/40hRimy #Marketo #Drift #Marketing #MarketingAutomation

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Thinking about switching your marketing automation platform? Stop. Read this first. Lately, I’ve noticed a trend...more and more clients are migrating from one platform to another. Eloqua to Marketo. Marketo to HubSpot. Eloqua to SFMC. And the list goes on. Often, it’s driven by dissatisfaction - not just with the platform, but with the ROI. Teams invest heavily in these tools, but the results don’t match the promises. Sometimes, the platform feels clunky or outdated. Other times, a shiny new tool seems like the magic fix. But here’s the uncomfortable truth = 𝐭𝐡𝐞 𝐩𝐥𝐚𝐭𝐟𝐨𝐫𝐦 𝐢𝐬𝐧’𝐭 𝐮𝐬𝐮𝐚𝐥𝐥𝐲 𝐭𝐡𝐞 𝐩𝐫𝐨𝐛𝐥𝐞𝐦. Switching is tempting, but unless you address underlying issues—misaligned processes, poor data quality, or low team adoption—you’re just trading one frustration for another. Want a smoother migration or to maximise your investment? Start with these dos and don’ts: ✅ 𝐃𝐨: >>𝑺𝒕𝒂𝒓𝒕 𝒘𝒊𝒕𝒉 𝒂 𝒄𝒍𝒆𝒂𝒏 𝒔𝒍𝒂𝒕𝒆. A migration is the perfect opportunity to clean your database, audit your campaigns, and rethink what “good” looks like. >>𝑫𝒐𝒄𝒖𝒎𝒆𝒏𝒕 𝒆𝒗𝒆𝒓𝒚𝒕𝒉𝒊𝒏𝒈. Your workflows, processes, and campaign structures should be crystal clear before you even think about moving. >>𝑰𝒏𝒗𝒆𝒔𝒕 𝒊𝒏 𝒕𝒓𝒂𝒊𝒏𝒊𝒏𝒈. A new platform only works if your team knows how to use it. Don’t assume adoption will happen magically. ❌ 𝐃𝐨𝐧’𝐭: >>𝑹𝒖𝒔𝒉 𝒊𝒕. Migrations take time. A poorly planned switch can cause more chaos than the old platform ever did. >>𝑰𝒈𝒏𝒐𝒓𝒆 𝒚𝒐𝒖𝒓 𝒑𝒓𝒐𝒄𝒆𝒔𝒔𝒆𝒔. A fancy new tool won’t fix broken campaign workflows or poor reporting structures. >>𝑼𝒏𝒅𝒆𝒓𝒆𝒔𝒕𝒊𝒎𝒂𝒕𝒆 𝒚𝒐𝒖𝒓 𝒅𝒂𝒕𝒂. Your data’s health is just as important as the platform itself. Garbage in, garbage out. Switching platforms can make sense—but only if you approach it strategically. Have you been through a migration? What’s one lesson you wish you’d known beforehand? ============ 𝐀 𝐛𝐢𝐭 𝐚𝐛𝐨𝐮𝐭 𝐦𝐞: I’m Claire Robinson, and at Ivenium Marketing, we help marketing ops teams improve results by streamlining processes, optimising tools like Eloqua and Marketo, and solving the root issues holding you back. 🔔 Follow me for insights on leadership, marketing operations, and more. #MarketingAutomation #PlatformMigration #MarketingOps #Eloqua #Marketo #Pardot #Hubspot #SFMC

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Looking to add #casestudies as a regular part of both your #demandgeneration and #customermarketing programs? There's a #playbook for that! Hot off the presses...er...laptop. This program-in-a-box will give you all you need to get started on building a customer story program from scratch. It includes: -the playbook itself (including how to use #chatgpt to drastically reduce your turnaround time for case study creation) -executive pitch deck showing the whys and hows of how the program should be run -quarterly reporting template -sample budgets The playbook also comes with a free half hour of consulting time with me to go over the decks and answer any questions! Check it, as well as the other program playbooks, out! https://lnkd.in/ezd3GmDE

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