Altaf Shaikh

Adobe announced earlier this year that they will be releasing Adobe Journey Optimizer for B2B this year. What is it and why is it a great complement to Adobe Marketo Engage? Stephanie Black explains in her latest blog post. #adobejourneyoptimizer #adobemarketoengage #marketo #b2bmarketing #revenuemarketing #marketingautomation

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I had a great conversation with Udi Ledergor 🏳‍🌈, formerly CMO of Gong all about the relationship of brand to pipeline building. Check it out here. #b2bmarketing

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The most painful mistake you can make (when trying to get accurate funnel/pipeline data in Salesforce): Adding stage date stamps to Leads/Contacts/Opportunities (only). And not using a custom object. Why? 1. The buyer's journey is not linear. But you have built a linear reporting model that cannibalizes itself. > When the dates are on the Lead/Contact, and that buyer exits the sales process and then re-enters, the date fields are overwritten. Meaning you lose the history of the last sales process for reporting. 2. You need a unified data set. But you have built siloed data. > You're stuck pulling a Lead report, a Contact report, an Opportunity report, and a Campaign Member report. Then, you have to do hours of "Excelympics" to get a stitched-together (but still incomplete) dataset that you can build reports with. I used to think B2B SaaS companies were ok with this "siloed linear" method. But it gets very painful as you scale. It'll work for a little bit. Maybe until you hit series A. But as soon as this data is important to you >> upgrade immediately. But really, the sooner, the better because you don't want to be caught out when the difficult questions start coming from your board, investors, and a growing marketing/sales team wanting to know conversion rates, what to invest in, what to cut, etc. P.s. I know you can solve some of this with BI/data warehouse. But that setup brings a whole host of other issues e.g. data in BI not matching data in SFDC, reliance on your data team (that often deprioritizes marketing), additional cost, and extra lead time on making any changes. #gtmoperations #marketingoperations #revenueoperations  

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We get a ton of questions on our "Lifecycle Object" Our SFDC custom object that unifies your funnel data from the signals, to pre-opportunity stages, through all opportunity stages to closed won. For all your GTM motions. Repeat funnel journies (not overwriting data). One report type in SFDC. It's pretty great. If you've ever wondered what a record looks like Crissy breaks it down. Link in comments. #gtmoperations #revenueoperations #marketingoperations  

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I still take on the occasional #revops contract to stay sharp. Most clients bring me in to prepare their campaign data to: 1. Get more reports out of the systems they have today 2. Prepare for future analytics solutions While this may not be good for the RevOps arm of my freelance business, it is good for you! I've given CaliberMind all of my secrets because I've decided this shouldn't be kept secret. There's a right way to look at the CRM and how to communicate campaign information and a wrong way. #MOPs must understand that the CRM should communicate what's important to sales and your executive team. 🛑 Not 🛑 track and report on every marketing touch. You have marketing automation system and analytics for that. I've seen too many #CMO and other marketing leaders tricked by the "View Hierarchy" link in Salesforce. It will not organize your data so it reports and summarizes the information by all those levels. You're shooting yourself in the foot because Salesforce really only allows you to display on parent/child level on a single report. If the view hierarchy worked the way you think it does, you wouldn't be so frustrated by the lack of insights in your attribution reports. (SOMEONE had to say it!) The cat is out of the bag! 👜 🐈 Get the ungated guide to how to configure campaign data to scale here -> https://lnkd.in/gbfrBUym #attribution #marketinganalytics #marketingroi

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#MROI conversations never seem to end, especially when you've got a powerful tool like Adobe Marketo in place. Nathan Horan will be sharing his tips today on how to get successful #attribution and #marketingroi metrics from #MarketoEngage. Watch LIVE (or On Demand): https://okt.to/FDLsKm

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The great positioning fallacy is that the best product wins. We all scoff and say, "Of course, Salesforce isn't the best CRM!"...but then when we go sell our own products we say things like: "We're a better ____ for ____." "We're a better way to ______." "We're better than _____ at ____." At its very best, positioning is about aligning your strongest competitive advantages with your buyers' decision-making process. That's why when I do positioning work, I look at three additional dimensions beyond product capabilities (i.e., what makes a product "better" at doing the job). I look at... - Credibility (why buyers should trust you with their money) - Convenience (what makes a product easier to buy) - Cost (the relative expense associated with buying something) If positioning is about showing up in your ideal buyers' world as the best option, then make sure you really understand how your buyers evaluate their options and shape your message accordingly.

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Segment design is one of my favorite parts of TigerEye. Cutting segments with simple rules is so incredibly powerful when you consider how each rule interacts with the others. When you're editing segments in TigerEye, you're generally working in a plan scenario. While you're developing the plan it doesn't change any production data - you're in a sandbox until you decide to publish the plan. This lets you see the impact of segmentation changes without messing up current account assignment or even showing your work to others. You can explore different ideas quickly and safely. We really believe that the reliance on manual work in spreadsheets is holding back operational teams - RevOps, SalesOps, MarketingOps, FinanceOps. These are critical strategic functions in modern business and we're building tools to help empower these teams to 10x their impact.

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On June 4th, HubSpot announced that HIPAA support and new sensitive data tools are available for organizations at the enterprise level. #finally 🤓 👉 This is a big step forward for the organization that has competed directly with Salesforce – a CRM offering a BAA for quite some time – and ActiveCampaign and Zoho, which have also been offering BAAs. (Not sure what a BAA is? Let's talk. 📲 ) 👉 Organizations looking to store PHI in HubSpot MUST understand where the BAA is located and have signed BAAs with their CRM partner agencies. ⚡ ROOT3 Marketing & Business Development is uniquely equipped to help organizations with sensitive data as 100% of our digital team is #HIPAA certified and understands the challenges around compliance + marketing. Interested in learning how our team can help? Shoot me a DM or comment below. 📨 https://lnkd.in/gU3vzHSP

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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/3UbKS3x #Marketo #Drift #Marketing #MarketingAutomation

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Looking for ways to use #intent and #intentdata throughout your #salesfunnel Gartner suggests + Expansion + Conversion + Competitiveness + Churn awareness + Additional Opps The sales funnel pic is pulled from a blog post titled "5 Stages of the Sales Funnel (With Examples and Strategies) from MNTN read in full here: https://lnkd.in/d-xq5WRg #strategy #highqualityleads #gartner #b2bmarketing

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Here’s a massive mistake I’ve been seeing recently with companies using both HubSpot and SalesForce. They’re not syncing their SalesForce pipeline with HubSpot. So no pipeline or revenue data is being populated in HubSpot. The thinking is that SalesForce is their system of record. And their afraid that changes in HubSpot will push to SalesForce. But the problem is that most marketing teams live in HubSpot. So now they can't measure which marketing activities generate pipeline and revenue. HubSpot also has a ton of marketing data that can connect back to revenue generation. But it’s impossible to connect the dots without this sync. If your company doesn’t have this synced, I recommend turning it on immediately. You can set the sync settings, so HubSpot can’t change any fields on opportunities in SalesForce. By turning this sync on, you’ll unlock a ton of data around which channels are influencing pipeline and revenue. Does anyone have a good explanation as to why companies are not syncing their pipelines? Let me know in the comments. 👇 #b2bmarketing #demandgeneration  

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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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One of our most common projects we work on with clients is implementing Centralized Lead Management Processes (we call it Order of Ops). We are incredibly die hard about making sure that records get updated BEFORE they are sync'd to Salesforce so that leads can router properly with all of the necessary data. We've iterated on this approach dozens of times over the past few years. Just this week, we spent an hour on our "Caffeine and Brains" internal meeting debating how to handle behavior scoring. Only a room full of MOps professionals could you spend an hour determining if you should trigger it, call an executable campaign, set a data value, or use a smart list to determine scoring. As for the answer... it depends. For the time being, we are going to try calling an Executable Campaign to set behavior score from a local smart campaign and see how things go. What do you think? How are you handling behavior scoring in Marketo today? Do you have a way to ensure that the score field is updated before the Lifecycle updates are processed? And is that happening before someone is sync'd to Salesforce? Let me know! #marketo #marketingops #revops #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/4aELhlj #Marketo #Drift #Marketing #MarketingAutomation

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📣 PSA 📣 Today, HubSpot launched a public beta that enables Enterprise customers to store protected health information (PHI) covered under HIPAA in HubSpot’s Smart CRM. Enterprise customers can also store PHI covered under HIPAA in their HubSpot account by enrolling in the public beta and turning on HIPAA-specific sensitive data settings. This includes personal information from covered entities and business associates subject to HIPAA, fitness information, wellness information, and sensitive personal data as defined under GDPR such as the health information of individuals.   To get started with sensitive data, your should: 1️⃣ Log in to your account and go to Settings > Privacy & Consent. 2️⃣ In the Data Privacy tab, click Configure sensitive data settings. 3️⃣ Select the types of sensitive data you are permitted to store (personal, financial, or health/medical). 4️⃣ If you would also like to participate in the public beta for HIPAA-covered information, you can select this option. Doing so will opt your account into the beta.  

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RevOps — so hot right now — but what *is* RevOps, really? On this week's episode of #GrowandTell, 🐰 Jen Igartua told Alex Kracov that RevOps is just a fancy term for all the internal BS that gets in the way of GTM programs. Jen says RevOps is about: - Reducing silos between teams - Unifying data structures - Implementing tool integrations - Agreeing on internal definitions Your customers experience your company as one team — not distinct Sales, Marketing, and CS teams — so it's RevOps' job to bring those teams together. -- Check out this week's episode of Grow and Tell as Jen drops a masterclass on all things RevOps – including a behind-the-scenes look at how she built her RevOps consultancy, Go Nimbly. 👉 Catch the full episode here: https://lnkd.in/eQ_kcPFu

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SDRs are so critical to success, depending on company size, yet like many GTM functions, they too are under reduction pressure. Data from Jason S. of Live Data Technologies (article in comments) showing that SDR function may be normalizing some, not wholesale decreases like the headlines suggest. SDRs are the glue between the Marketing and Selling function. 3 years ago on one of my LI posts, we all said that SDRs would be future CEOs. Now the headline is cut them. It's an incredibly challenging job for a junior person. And may be better suited for inbound and/or transactional type selling with narrower buying committees. What are you experiencing with your SDR function? ___________ 👏 Follow B2B Fusion on Go To Market best practice strategies. 👍 Like and subscribe to B2B Fusion YT videos, 200+ GTM best practices! 🤙🏽 Struggling with faster, more efficient growth? Let's talk.

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