Achieving clean marketing attribution can be one of the most challenging aspects of our job, but it’s critical to understanding the effectiveness of your campaigns.

I will work with marketing stakeholders to build out a tracking system that gives your team and business leadership the visibility they need into your campaigns.

Gifting has become the centerpiece of many ABM strategies. It can be equally effective as it is frivolous. The first step is a proper implementation and training your sales and marketing team on how to get the most out the tool.

I will help your marketing team evaluate the primary players and develop an implementation and rollout plan.

The Salesforce campaign object can be a powerful tracking and organizational tool for your marketing team. While there’s no one “right way” to set it up, there are certainly wrong ways.

I will work with you to design a campaign structure that works with your team’s existing workflow, and ensure you’re using the object to its full potential.

Just because someone downloaded your ebook doesn’t make them a qualified lead. Yet the majority of lead scoring models I’ve seen only factor in behavioral data (downloads, email opens, etc). With the surge of lead enrichment tools, there’s no excuse for not using this data as a foundational piece of your lead scoring model.

I will get a comprehensive understanding of your marketing funnel and revenue goals and put together a robust lead scoring model that factors in the most important aspects of your customer journey.

Too many tools, not enough time. That’s the mantra of many a marketer these days who are inundated with shiny new tools and “next best things.” It can be overwhelming and downright confusing to understand what can actually add value, and what’s a waste of money. Not to mention the fact that you likely already have tools that sit on the metaphorical shelf gathering metaphorical dust.

I will work with your team to understand their needs and present an objective view of the vendor landscape. From there, we will work on a vendor grading scorecard and start our evaluation process. Eventually, we’ll build out a comprehensive rollout plan to ensure all relevant stakeholders are prepared to get the most out of the tool.

One of the most powerful tools in marketing automation tool belt is the ability for those systems to directly integrate with advertising tools like LinkedIn, Facebook, and Google Ads. This allows you and your team to target the exact prospects and customers on the platforms they spend time on.

I’ve spent lots of time integrating these tools together and ensuring the data between the two is clean and accurate. I will work with your team to do the same so you can level up your ABM targeting.

It always looks so easy to migrate automation systems on those sales calls. But when the rubber meets the road, migrating is a daunting task that can paralyze your team.

I’ve migrated from Pardot to HubSpot, Pardot to Marketo, HubSpot to Marketo, and everything in between. I will take on this project and put together a comprehensive migration plan with realistic timelines to ensure your team is fully aligned and ready to roll when the migration is complete.

“I can’t wait to go build out these lead nurture flows” - no one ever. Actually, that’s not true, I love building these out. And it can be incredibly rewarding to reap the benefits of lead nurture program that 1) operates as expected and 2) inspires your prospects to learn more about your product.

I will work with your demand gen and/or content teams to develop the nurture flows, the various steps of each flow, and build out these workflows in your marketing automation system in a way that’s measurable for your team.