Tas Bober

💡As a small business owner, you might have heard or read references to a discovery call. Now you’re wondering, “What is a discovery call?” and how much does it matter to your business? #discoverycall #newclient #newcustomer #smallbusinessowners #smallbusinesstips #smallbusinessadvice #smallbusiness

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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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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 Sometimes, the platform feels clunky or outdated.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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From Marketo to Kentucky: The David Kreitter Story I'll just be here waiting for the memoir, but until then, everyone can tune in to the newest podcast episode of Pretty Funny Business! This was a super fun one! I even learned David was Sydney Mulligan ☕️'s first Marketo launch pack consultant 😯 Of course, it's pretty funny too, and we discuss: 💕 The OG days of Marketo Consulting (tag urselves) 💕 America's best candy (IYKYK) 💕 How much marketing can get away with without telling IT by using Marketo

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Looking for Marketo training? Do any of these statements sound like you... ✨You want ready access to tried-and-tested reference materials at all levels to learn at your own pace ✨You want become a Marketo Certified expert in the shortest time frame possible ✨You want to become a Marketo Engage specialist or administrator ✨Your team needs to use Marketo, but you’ve no resources to train them ✨You’re looking/interviewing for a job and need to get the lingo under wraps If so - check out our complete training library: https://okt.to/RJgYZ0

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Is Attribution Modeling Overrated? I've spent this week diving deep into attribution modeling with B2B mentors, Marketo champions, and MOPs managers. While it's a crucial tool, it's not a silver bullet. Overreliance on attribution models can hinder creativity and storytelling which are essential elements for compelling marketing narratives. In some cases, they can even be counterintuitive. For omni-channel marketers, attribution models might fall short. One director even called them a waste of time! Let's challenge the status quo and explore alternative approaches. #attributionmodeling #marketinganalytics #omniChannelMarketing #Marketochampions

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Addressable geofencing is a super effective tactic to target a hyperlocal audience. Not sure how to build a list? Here are three tactics you can use. https://hubs.li/Q02wWK770

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𝗖𝗼𝗻𝘁𝗲𝗻𝘁 𝗠𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴 𝗵𝗮𝘀 𝗮𝗹𝘄𝗮𝘆𝘀 𝗯𝗲𝗲𝗻 𝗮 𝗰𝗿𝗶𝗻𝗴𝗲𝘆 𝗽𝗵𝗿𝗮𝘀𝗲 𝘁𝗼 𝗺𝗲, but it's not a useless term. Content can have many purposes, marketing being just one of them. Marketing has many deliverables, content being just one of them. Therefore, content + marketing is the space where these two overlap. While the term is somewhat insipid, it does convey unique information.

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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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Boost your online visibility. We’ll help you rank higher in search results and attract the right audience to your website. #SEO #SearchRankings

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Looking to maximize your trade show ROI? Check out this insightful blog post on trade show attendee lists by eGrabber. Gain valuable insights on how to leverage attendee lists for networking and lead generation. https://buff.ly/4dut6RT #TradeShowTips #EventMarketing #IndustryEvents #AttendeeLists

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"Did you know that the secret to skyrocketing your SEO might be sitting in your archives? Repurposing content is the untapped goldmine you need to leverage for explosive growth! #SEO #ContentMarketing #RepurposeContent" Read more on the blog:

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If you've ever wondered how to structure strategic alliances to maximize your agency's profitability — then you need to tune into this episode of Sell With Authority with Sharon Toerek. Here’s the reality — from simple referral alliances to white labeling — strategic alliances can scale your agency’s profitability and expertise. In this episode, Sharon breaks down 3 different types of agency-to-agency relationships and how each can help you stand out in an ever-changing market. I'm telling you, collaborating with the right partners — and presenting a united front to clients — is the key to unlocking new opportunities and scaling agency growth. Thanks, Sharon! It’s time to double down on finding your ideal strategic alliance. For the full episode, check out the link in the first comment. Onward with gusto!

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Seems like I have had this conversation with so many B2B companies and even leaders of agencies too. At Marketopia we offer a dedicated Digital Campaign Success Manager for each client who doesn’t have a marketing team. Our DCSMs are a huge improvement over the Marketing Dept consisting of owner’s spouse or brother as a part-time marketing hobby! ❌❌❌ The Mar-Tech discipline is complex, ever changing, and always understaffed and poorly funded. or like Mary Keough ‘s example - Marketing Departments should not be run by the Sales Department AND the marketing team shouldn’t fall under ‘Creative’ either. 🙊🙉🙈 Let's imagine a company launching a fitness tracker for busy professionals. Here's how Sales, Marketing, and Creative can collaborate for a winning campaign: 💰💰💰 Understanding the Target Audience: 👩🧓🧑🏿👴 • Sales: Sales reps provide insights from customer interactions. They know the common pain points (e.g., difficulty staying active with a hectic schedule) and what features resonate most. • Marketing: Marketers conduct surveys and analyze website data to understand demographics and online behavior of ideal customers. Creative Brainstorming & Messaging: • Creative: Based on the target audience and sales insights, the creative team devises a campaign theme. Maybe it's "Fitness for the Time-Crunched Professional.” • Marketing & Sales: They collaborate on crafting messaging that highlights the tracker's features that address customer pain points. For example, "Track your activity seamlessly throughout your workday," or "Stay motivated with personalized fitness goals." Content & Lead Generation: • Creative: Designers create visually appealing marketing materials (e.g., website banners, social media posts) that align with the campaign theme. • Marketing: They develop content (e.g., blog posts, infographics) that educate potential customers about the benefits of the tracker and drive traffic to the company website. • Sales: Sales provides feedback on the content's effectiveness in converting leads. This helps refine future marketing efforts. Sales Enablement: • Creative & Marketing: They create sales tools like presentations and one-pagers that equip sales reps with clear,concise messaging and product information. Feedback Loop & Improvement: • Sales: Sales reps give feedback on the campaign's effectiveness, sharing insights on customer reception and areas for improvement. • Marketing & Creative: They analyze website traffic, lead conversions, and customer engagement with the campaign to identify what's working and what needs adjustment. This constant feedback loop allows all departments to work cohesively. Marketing attracts qualified leads, Creative crafts compelling messaging, and Sales effectively closes deals. By working together, they achieve a much stronger impact than they could independently. The most stable support system is a Tripod.

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If this is your strategy for telling your sales team and other internal stakeholders about your content... you need a new strategy. Sales is BY FAR your best potential distribution channel: - These folks are talking 1:1 all day to interested prospects. - They need enablement resources to leave behind. - They are the best judge of which piece of content is the right fit for the right conversation at the right time. But you can't assume that junior SDRs know how to use content in outreach, or that senior AEs know where to find the content they need. The "culture of content" begins with you, not with sales. If you're dropping "drive-by content" links that do not include detailed instructions on how and why to use it in sales or prospect conversations, you're wasting that content's potential. What can you do instead? → Write outreach emails that feature your content prominently. → Use a content library with dedicated UTM links so you can track which content is being used. → Hold enablement sessions where you walk folks through any new pieces that have come out the past month. → Call out folks who are getting good results from sharing content in their outreach! Show that it yields better outcomes for everyone. And the best part? You'll build relationships with sales that help them see you as an ally and a partner — and you'll be able to create better content as a result. — 🧠 Want to prove content's value and improve your impact at work? 💌 Join my Substack newsletter Contentious! You'll get one tip, one content antipattern (and how to avoid it), and one big idea in your inbox every two weeks. 🥄 Take my course Bending the Spoon and learn the "work around the work" that in-house content marketers need to know to show their value with data, navigate executive conversations, and collaborate with other teams. Check 'em out in my profile 👆

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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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Wondering what metrics should you track for effective CRO results? 📊 Key ones are: Conversion Rate, Bounce Rate, Average Session Time, Lifetime Value, and Click-Through Rate. Ensuring these metrics are optimized can significantly impact your site's performance. Dive into your analytics and study up! 👉https://buff.ly/4cmPBrn #CRO #eCommerce #Analytics #ConversionOptimization #DigitalMarketing

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