Marketo’s October releases: A manager’s guide

Marketo’s Dynamic Chat updates were aimed at improving user experience — from minor updates like automating meeting links within calendar invites to more major updates like allowing new data types to use more fields. 

The October release continues a series of Dynamic Chat chatbot enhancements. Previous chatbot enhancements are here. The release of Dynamic Chat is discussed here

Dynamic Chat now supports Boolean logic, integers and floating point data 

Dynamic Chat audience targeting was enhanced by adding support for data types that will enable the Marketo chatbot to target based on scores and answers to yes/no questions. Support was added for booleans, integers and floating point data. 

Didn’t get that far in math class? Here’s a quick rundown:

Booleans enable the chatbot to determine whether a field is “True” or “False” and store that value on the record.  

  • Why it helps: An organization may use the Boolean logic to ask questions that more accurately route customer calls. For example, if a prospect answers that she is in Canada and wants to speak to a salesperson — both are “true” in this case — her call could be routed automatically to the proper field office. This is known as “truth values” or “truth variables.”

Integer: Integers, commonly referred to as “int,” are whole numbers that can be either positive, negative, or zero. Integers cannot be a fractional number. Examples of integers are -2, 0, 2, 10 and 15.

  • Why it helps: Integers could be used to identify highly engaged leads. By leveraging the Lead Score attribute, an integer data type, Dynamic Chat users could define the audience criteria based on their score. In this case, the chat would only appear for leads with scores that meet the Lead Score defined in the audience criteria. 

Float: Short for “floating point,” this is a number with a decimal point. Floats are typically used when more precision is needed.

  • Why it helps: This feature will allow users to leverage more existing Marketo fields by syncing native and custom attributes across all three data types for better audience targeting. The data type can also be used to better target key accounts, something that all demand generation teams can appreciate. This increased level of precision will help create more meaningful experiences for both the visitor and the website.

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Automated updates to meeting invites 

Scheduling meetings in Dynamic Chat will be enhanced for both web visitors and sales representatives. 

  • For visitors: There will be an option to automatically include a Teams or Meet link in Google and Outlook calendar invites. This will be included in every calendar invite sent to visitors.
  • For sales representatives: Reps will now receive an automated email notification whenever a meeting is scheduled with them. They will also receive any relevant information about the visitor’s chatbot communications. 

Why we care: Nobody likes back-and-forths, and this update ensures meeting links are posted to both the visitor’s and the sales rep’s calendars. 

It’s also a time saver for Marketo admins and sales reps. Admins no longer have the task of sending conversations generated by Dynamic Chat sessions to sales representatives, and reps won’t have to go into Dynamic Chat to view conversations. 

New roles and permissions announced 

Any Marketo admin knows the frustration of users having too much access to the platform. This can lead to things breaking and ultimately, more work for the Marketo admin. We were excited to hear Dynamic Chat is offering more granular permissions. These custom user roles will aid in governing the visibility and usage of the application. 

The custom user roles are:

  • Full access: Designed for more advanced users, this role can take full advantage of Dynamic Chat, like publishing dialogues and editing the color scheme.
  • Read-only access: Suitable for sales representatives, this role allows users to view information, but not make changes. This role is still helpful, as the user can view the audience criteria or stream designer.
  • Restricted access: This user cannot view or access the Configuration or Integration sections.

Why we care: This update will make sales reps’ lives easier. They’ll be empowered to learn more about their prospects, without the assistance of admins. 

And since only admin-level access users can make revisions to the chat dialogue, unintentional changes will be minimized. 

Backend enhancements to Dynamic Chat 

Marketo will be improving the Dialogue canvas in Dynamic Chat (where the user builds out the chat stream) with the addition of a new feature that organizes the canvas into a clean and coherent format. All this is made possible with the click of a button through Auto Arrange. 

Prior to this update, the canvas was difficult to visually navigate. Now, the canvas can be organized in an organized, easy-to-read format. 

Why we care: We appreciate any update that saves us time. This update will be helpful from a usability standpoint, especially for those with more complex dialogues. Although this update is fairly minor, it will make it easier and more efficient for users to visually navigate their Dialogue Canvas. 

The Auto Arrange button can be found in the top right corner of the canvas (included as the last icon in the screenshot below).

Auto Arrange button

What does it look like in action? Here’s a preview.

Dialogue canvas before utilizing the Auto Arrange feature.
Dialogue canvas before utilizing the Auto Arrange feature.
Dialogue canvas after utilizing the Auto Arrange feature.
Dialogue canvas after utilizing the Auto Arrange feature.

View the complete set of October 2022 Marketo Release Notes.

This article is presented through a partnership between MarTech and Perkuto + MERGE , a marketing operations consultancy.

The post Marketo’s October releases: A manager’s guide appeared first on MarTech.

How to guarantee your marketing wins every time

How incredible would it be if every marketing activity you pursued and invested in, delivered exactly the results you hoped for and more?

Nothing in marketing is certain — and it constantly changes — which can make it hard to project and predict the outcomes of our efforts.

Fortunately, there’s a simple process you can use to dramatically increase the odds that your marketing is successful.

Here’s how to guarantee your marketing wins every time.

Are you throwing away your marketing budget?

Marketing is often seen as a gamble: “Will this work? Who knows! Let’s try it and find out.”

Some marketers look to historical performance or their competition as validation, claiming, “This has always worked for us in the past.” Or “If the competition is doing this, it must work!”

As a result, marketing organizations waste millions of dollars a year on crazy, stupid and genius ideas alike. In fact, most marketing efforts fail to deliver on expectations, results and revenue.

When any marketing initiative falls short, there are three big areas of waste.


Marketing isn’t cheap. Many campaigns require significant investments. Failing to achieve a positive ROI doesn’t only negatively impact the balance sheet — it makes it harder to negotiate for more budget in the future.

Dig deeper: The budget bottleneck: How to get more from your marketing budget


Capacity is one of the biggest challenges for marketing teams and having them spend effort on marketing that doesn’t deliver results is a huge opportunity cost.


The time invested in executing marketing is a sunk cost. You can’t get it back and it’s often the most expensive investment.

Marketing doesn’t have to be a guessing game. You can ensure that every campaign you launch and every dollar you spend has the highest chance of success by making one simple shift in how you approach your marketing.

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How to guarantee your marketing wins every time

Measure twice, cut once

You’ve heard the age-old adage before: measure twice, cut once.

Many marketing teams forget this — or ignore it — because they are overwhelmed and rushed to finalize the copy, finish the assets and launch the campaign.

Before launching a campaign (or any other marketing initiative), there is one crucial step that most marketing teams skip, ignore or aren’t even aware of: validation.

Validation is the most valuable and most under-utilized process across all of the global marketing teams I’ve worked with. The most successful marketing teams validate their marketing before investing significant amounts of time, effort and budget.

Validation is a concept that’s commonplace in the startup world where, before launching a new business, you gather feedback from prospective customers to gauge the level of interest and expected response.

And you can do the same thing with your marketing. And you should, because:

  • It’s inexpensive, fast and easy to do.
  • It will save you tons of time, money and effort.
  • The smartest companies in the world do it all the time.

Here are some practical examples of how you can validate your marketing.

The crazy (and true) story about TripAdvisor

I love traveling, so naturally, I’m a huge fan of TripAdvisor — one of the largest travel sites in the world. And their approach to validation is so simple, completely insane and absolutely genius.

Here’s how it works.

If TripAdvisor wants to add a new section or feature to their website, they don’t jump in and start building it. Instead, they add a link on the website for the new page… but the link goes nowhere.

In fact, if you click the link, it will show an error in your browser.

Then they wait and see how many people click the link.

If a lot of people click it? Great! People seem interested, so let’s build that part of the website.

If only a few people clicked it? I guess it wasn’t that great of an idea and people don’t seem to care, so let’s not build that part of the website.

You’re probably thinking the same thing I did when I first heard this…

Why would you add a broken link to your site that shows an error when people click it?!

TripAdvisor tested this and found out that when a person sees that error page, they assume it was a problem on their end — their internet or their computer — not a problem with the TripAdvisor website. So there’s no negative impact to TripAdvisor, yet they still gain valuable insight into what people are interested in.

Pure genius.

TripAdvisor CEO Stephen Kaufer says it “solves umpteen meetings worth of powerful debate and logical arguments” about what to build and what not to build.

If TripAdvisor can do it, so can you. Here are the simple steps you can use to validate your marketing.

3 steps to validate your marketing

The point of validation is to get feedback quickly, iterate and gain confidence in the expected outcome and results. There are only three steps and they’re all easy to do and don’t require much time or money.

Here are the steps to validate your marketing:

Step 1: Ask

If you want feedback, you have to ask someone. It’s easiest to ask your ideal customers what they think, but people are people, so don’t worry if you can’t access your ideal customers. Talk to strangers, corner your colleagues or ask your spouse.

You can email your list, post on social media, run a survey or even spend some money on paid advertising to get feedback. It doesn’t matter who or how you ask; what matters is that you create a series of questions and that you ask people them.

What you ask will depend on what you’re validating. The best way to come up with powerful questions is to imagine the possible responses you might get and how you would use them to inform your marketing.

Step 2: Measure

Once you’ve found some people and asked them your questions, it’s time to review the responses.

  • Did people respond positively or negatively?
  • What did they say?
  • What were the common patterns that emerged?
  • What were the high and low points made?
  • Were there any red flags that need to be addressed?

It’s usually best to analyze the responses and then have a group discussion to see what insights you can mine from them.

Dig deeper: How marketers can measure success

Step 3: Decide

Now that you have some observations and insights, it’s time to decide what to do about them. How should you adjust your approach? What should be added, changed or removed?

It’s rare that you need to scrap an entire campaign, but I’ve seen it happen before. Often times this step is more about refinement and small changes that will push the creative, copy or campaign in the right direction.

Making your marketing foolproof

Validation is the key to guaranteeing the success of your marketing. By involving your audience before investing significant time, effort and budget into a campaign, you can avoid costly mistakes, save valuable resources and increase your chances of success.

Before you launch your next big campaign, test the waters with your audience. You’ll be surprised by what you learn and the result will be higher quality and more effective.

The marketing process must begin with validation so that you are constantly getting feedback, learning what works and adjusting accordingly.

The more you test, the more you learn. And the more validation you get, the more revenue and results your marketing will produce.

The post How to guarantee your marketing wins every time appeared first on MarTech.

The latest jobs in martech

Every week, we feature fresh job listings for martech-ers, so make sure to bookmark this page and check back every Friday. If you’re looking to hire, please submit your listing here — please note: We will not post listings without a salary range.

November 4

B2B Strategic Marketing Specialist @ ICF (U.S. remote)

  • Salary: $70,000 – $105,000 (est.
  • Manage project deliverables and provide strategic B2B marketing consultation to leading clients 
  • Assist in facilitating strategic brainstorm sessions, prepare reports, and deliver presentations 

Marketing Manager – B2B @ Optum (U.S. remote)

  • Salary: $82,000 – $146,000 
  • Conceptualize and define measurable digital campaigns and tactics that motivate desired buyer behavior (lead generation, lead nurture) in support of business KPIs
  • Work in conjunction with marketing counterparts to deliver digital strategy, manage and execute campaigns and report on KPIs

Demand Marketing Manager (B2B) @ WeeCare (U.S. remote)

  • Salary: $78,000 – $99,000 (est.
  • Lead initiatives to drive demand generation, including developing the strategy, planning, and execution to meet company growth targets.
  • Build out a healthy and economical acquisition channel portfolio to grow our B2B customer leads, increase MQL to SQL conversion, reduce time to conversion, and reduce CAC.

October 28

Senior Manager, B2B Marketing @ Nearpod (U.S. remote)

  • Salary: $77,000 – $98,000 (est.)
  • Have a passion for the education community and marketing experience in EdTech  
  • Have marketing experience in fast-paced, software-as-a-service technology companies. Experience with a freemium-to-enterprise business model (B2C2B) a plus
  • Have experience creating and executing inbound and outbound integrated marketing campaigns – ABM experience a plus

Sr. Director B2B Product Marketing @ Optum (U.S. remote)

  • Salary: $114,000 – $218,000 (est.)
  • Understand the competitive landscape-be an expert on our competition and how they are positioned
  • Collaborate with product management and sales to develop product positioning and messaging that resonate with our target buyer personas
  • Understand and document our buyer’s process, including where they get information, and the who, what, when and why behind the decisions they make. Then drive changes to our sales and marketing processes based on what you learn

B2B Campaign Specialist @ Avani Media (U.S. remote)

  • Salary: $58,000 – 73,000 (est.)
  • Execute digital campaigns (direct publisher buys, programmatic, content syndication, and 3rd party events) from end to end
  • Work closely with the Account Team to ensure campaigns are on track and provide reporting
  • Assist with pre-sales planning and scoping of new projects

October 21

Director of Marketing Technology @ Nav (U.S. remote)

  • Salary: $130,000 – $160,000 
  • Define the long-term technical product vision supporting the functional areas of cross-channel media strategy and planning, buying, marketing operations, campaign reporting and measurement.   
  • Partner with leadership and cross-functional teams to identify internal & external customer needs

HubSpot Implementation Specialist @ Digitopia (U.S. remote)

  • Salary: $65,000 – $82,000 (estimated) 
  • Work both independently, and with our Inbound Marketing Strategists, to set up HubSpot to support our proprietary framework, The Digital Utopia Methodology.
  • Work to build out each client’s HubSpot platform and track the effectiveness of their Marketing, Sales, and Service strategies. 

Demand Generation Manager @ Seso Inc. (U.S. remote)

  • Salary: $108,000 – $136,000 (estimated) 
  • Execute and optimize marketing campaign strategy
  • Define, build and run end-to-end ABM programs that create visibility, engagement and demand from our most strategic accounts
  • Lead multiple integrated campaigns at any given time, including content promotion, emails, webinars, industry and field marketing events, paid ads, web and more

October 14

Director, Global Digital Marketing @ Hashicorp (U.S. remote)

  • Salary: $126,000 – $160,000 (estimated)
  • Strategize, plan, execute, manage, and optimize end-to-end digital marketing programs globally.
  • Lead recommendations and implementation of new and modern digital marketing opportunities, capabilities, and tactics.

Marketing Operations Specialist @ PagerDuty (U.S. remote)

  • Salary: $77,000 – $97,000 (estimated)
  • Collaborate with other Marketing Operations team members on optimizing the Pagerduty MarTech stack as well as program segmentations and implement best practices in database and contact management to increase data integrity and market reach across geographies.
  • Implement scalable data hygiene and routing best practices and ensure proper end-to-end testing of programs prior to launch.

Marketing Operations Manager @ Thunderfoot (U.S. remote)

  • Salary: $71,000 – $90,000 (estimated)
  • Build lead nurture and email campaigns inside our clients’ CRMs (HubSpot, Eloqua, Marketo, etc).
  • Troubleshoot issues related to clients’ martech stack, campaign attribution, and marketing data.

October 7

Marketing Operations Director @ Process Pro Consulting (U.S. remote)

  • Salary: $75,000 – $120,000
  • Develop our customers’ HubSpot instances to be best-in-class implementations
  • Collect and review project requirements with clients and work directly with the customer and other team members to determine, design, and implement the most optimal solutions

Global Campaign Marketing Manager-Content Services @ opentext (U.S. remote)

  • Salary: $100,000 – $133,000
  • Building and managing a network across the Content Services and AI and Analytics ecosystems
  • Partner with the extended marketing team to build and implement content marketing techniques, including audience segmentation, search engine optimization (SEO), and persona-based campaigns

Director of Demand Generation @ Cresta (U.S. remote)

  • Salary: $117,000 – $148,000 (estimated) 
  • Own Strategy for performance results for Lead, MQL, SQL’s, and pipeline to meet or exceed growth targets across business segments with sales within budget constraints.
  • Determine the tactical mix between email, digital advertising, SEO, webinars, and social.

September 30

Manager, Account-Based Marketing @ HG Insights (U.S. remote)

  • Salary: $85,000 – $107,000 (estimate)
  • Understanding and leveraging our ABM martech stack including Marketo, SFDC, Pathfactory, Outreach, and others to drive engagement and pipeline from target accounts.
  • Working directly with the Enterprise sales teams to gain an understanding of territories and build compelling ABX plans for top accounts (1:1, 1: Few, and 1: Many).

Senior Manager, Market Research @ Gartner (U.S. remote)

  • Salary: $105,000 – $133,000 (estimate)
  • Support quantitative research projects, including (scope development, vendor selection, survey development, sampling considerations, fielding and data QC, reporting, and presentations).
  • Support qualitative research projects, including (scoping, guide development, scheduling, interviewing, reporting and presentations).

Marketing Data and Technology Manager @ Meta (U.S. remote)

  • Salary: $129,000 – $163,000 (estimate)
  • Data strategy: Be a subject matter thought leader & drive the vision for marketing data and technology. Oversight of Martech data strategy across marketing systems and centralize data hub. Oversee road map for data enhancements and integrations.
  • Program management: Oversee delivery of data and analytic solutions that have a strategic impact on marketing practices and decision-making. Ensure quality, accessibility, and consistency of data. Define requirements and drive development. Ruthlessly prioritize the program roadmap to ensure that the program focuses on areas with impact for the team or focus area. Manage all activities including stakeholders communications, managing timelines, privacy reviews, validating solutions, identifying resources, etc. Help engineering teams come up with well defined end goals, break goals down into executable milestones with deliverables. Work closely with marketers, data engineers, application engineers, data scientists, privacy managers and third-party partners.

September 16

Marketing B2B Global Director @ ACAMS (U.S. remote)

  • Salary: $131,000 – $166,000 (estimate)
  • Lead a team of B2B Senior Managers and Managers, helping them reinforce process and marketing discipline across partners and activities
  • Work cross-functionally to develop marketing strategies that–in partnership with Sales, Product, and Events teams–achieve revenue and growth objectives

Register here for The MarTech Conference — Sept. 28-29. It’s virtual and free!

Enterprise / ABM Demand Generation Manager @ Bonterra (U.S. remote)

  • Salary: $72,000 – $92,000 (estimate)
  • Define, build, and run end-to-end ABM programs that create visibility, engagement, and demand from our most strategic accounts.
  • Partner closely with BDRs and Sales to define account targets, develop integrated campaigns, and deliver programs that resonate with prospects throughout buyer’s journey.

Director of Demand Generation and Partner Marketing @ BlueCat Networks (U.S. remote)

  • Salary: $148,000 – $192,000 (estimate)
  • Develop and implement Global Demand Generation strategy by target market and campaign type (e,g, New logo customer acquisition, Account Based Marketing upsell, etc.)
  • Develop, document and present global and regional Demand Generation and Channel Marketing fiscal year plans that show alignment between tops down (revenue) and bottoms-up (inquiry) goals.

September 9

Product Marketing Manager @ Anteriad (U.S. remote)

  • Salary: $109,000 – $139,000 (estimate)
  • Develop all external product positioning and messaging for prospects and customers that differentiate Anteriad’s solutions in the market. Support the high demand for content related to product value, webinars, speaking events, and communications programs, both internal and external.
  • Be the product and market expert, providing content and support to all marketing functions, such as Demand Generation, PR, AR, Communications and Web.

Marketing Operations Manager @ 6 River Systems (U.S. remote)

  • Salary: $97,000 – $123,000 (estimate)
  • Own the 6RS Pardot instance, ensuring that it continues to scale with the needs of the business.
  • Manage the marketing tech stack and ensure products are implemented correctly, used fully, and contracts are kept up-to-date and negotiated thoroughly.

Director, Product Marketing @ GRIN Technologies (U.S. remote)

  • Salary: $147,000 – $157,000 (estimate)
  • Lead, manage, and inspire a high performing team of Product Marketing Managers
  • Design and deliver world-class ecosystem training on a rolling basis to ensure all GRINners are experts in the creator economy, influencer marketing, and the GRIN Creator Management platform

September 2

Senior Manager, Marketing Operations @ Malwarebytes (U.S. remote)

  • Salary: $105,000 – $134,000 (estimate)
  • Develop a deep understanding of where Marketing is winning and where gaps in the funnel and supporting processes exist, and prioritize and mobilize resources to implement necessary improvements.
  • Facilitate the strategy and design of the business’s lead management processes, database health, and lead funnel analysis for the Americas and International GTM teams

Marketing Operations Manager @ ServiceTrade (U.S. remote)

  • Salary: $80,000 – $100,000 (estimate)
  • Implement 6Sense as our first ABM platform to build the company’s ABM approach for buyer and customer journeys.
  • Design, build, and maintain ABM automation and measure effectiveness of each element of the program and the ABM strategy as a whole.

Marketing Campaign Manager @ Upland Software (U.S. remote)

  • Salary: $79,000 – $98,000 (estimate)
  • Design lead generation and nurture programs across every available digital and offline channel with a laser focus on Ideal Customer Profiles, Target Account Selling, and the development of messaging to attract ideal buyers to Upland’s MarTech products including Adestra, PostUp, Mobile Messaging, Localytics, Rant & Rave, BlueVenn and Second Street.
  • Create a measurable and visible flow of inbound demand, while also putting in place pathways to move our inbound marketable database (new and old) through segmented buyer journeys towards genuine interest in our products.

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August 27

Marketing Operations Manager @ Zillow (U.S. remote)

  • Salary: $104,000 – $166,100 
  • Responsible for the product roadmap informed by go-to-market strategy, partner and customer insight, industry dynamics, and the technology landscape, in partnership with product, marketing, and business leadership.
  • Lead regular share-outs to leadership and key internal customers to ensure we are maximizing the product’s value back to the customer and the business.

Director of Marketing Technology @ Nav (U.S. remote)

  • Salary: $130,000 – $160,000
  • Define the long-term technical product vision supporting the functional areas of cross-channel media strategy and planning, buying, marketing operations, campaign reporting and measurement.
  • Partner with leadership and cross-functional teams to identify internal & external customer needs.

Product Manager @ Madison Logic (U.S. remote)

  • Salary: $90,000 – $100,000
  • Own the product roadmap, shaping the strategy for what your team will focus on and how you’ll get there.
  • Work in a cross functional team with Engineers, Designers, Data Engineers, Data Scientists, and other team members, bringing them along on the journey to solve problems together, collaboratively.

Dig deeper: MarTech Salary and Career: The meritocracy myth vs. the real gender pay gap

August 19

Marketing Automation Manager @ Gong  (U.S. remote)

  • Salary: $99,700 – $126,000 (estimated)
  • Own the strategy, implementation, and results of our Demand Generation email program.
  • Primary focus will be driving more pipeline through segmentation, automation, and aggressive experimentation.

Director/Head of Marketing @ Janus Health (U.S. remote)

  • Salary: $135,000 – $171,000 (estimated)
  • Spearhead creative B2B campaigns to drive brand awareness and demand generation across digital, events, outbound, and thought leadership channels.
  • Build and execute an effective, integrated ABM strategy to increase customer acquisition and expansion within target health systems and markets.

Enterprise/ABM Demand Generation Manager @ Bonterra (U.S. remote)

  • Salary: $64,000 – $80,000 (estimated) 
  • Define, build, and run end-to-end ABM programs that create visibility, engagement, and demand from our most strategic accounts.
  • Partner closely with BDRs and Sales to define account targets, develop integrated campaigns, and deliver programs that resonate with prospects throughout buyer’s journey.

August 12

Director of Demand Generation @ LeadVenture (U.S. remote)

  • Salary: $117,000 – $149,000 (estimated)
  • Own inbound pipeline generation and manage digital and offline marketing channels throughout the buyer’s journey
  • Build and manage a team of marketing professionals who are focused on expanding brand awareness and engagement across our key verticals to nurture prospects to a path to purchase.

Marketing Systems Manager @ Gong (U.S. remote)

  • Salary: $71,000 – $90,000 (estimated)
  • Oversee Gong’s marketing technology stack and its intersection with, and support of, functions such as Sales, Demand Generation, Web, and Customer Marketing. 
  • Develop a marketing tools strategy and integrate and optimize our suite of marketing technology tools. 

Digital Marketing and Marketing Operations Lead @ Tempus (U.S. remote)

  • Salary: $119,000 – $150,000 (estimated)
  • Develops and executes on the digital marketing strategy to strengthen Tempus brand, customer engagement, bolster web traffic and acquire new customers.
  • Develops dashboards and owns reporting on key funnel metrics, lead generation and marketing campaigns metrics (tools to leverage: Salesforce, Marketo, GA).

August 5

Director of Growth Marketing @ FormAssembly  (U.S. remote)

  • Salary: $94,000 – $119,000 (estimated)
  • Work closely with Marketing, Sales, Customer Success and other functions to develop strategies that drive growth across the buyer journey, including new customer acquisition and cross sell/up sell.
  • Define the appropriate mix of marketing channels and campaign elements (including account-based marketing, search, social, direct mail, email, webinars, events, content syndication, direct response online, etc.) to achieve strategic goals.

CRM-Martech Specialist @ ICUC Social (U.S. remote)

  • Salary: $60,000 – $70,000
  • Champion marketing technology initiatives at ICUC and serve as primary system owner of our Salesforce CRM environment and manage the integration of applications connected to Salesforce 
  • Drive everything from end-user adoption, system upgrades, releases, change control processes as well as Salesforce roadmap and enhancements to ensure alignment with ICUC’s business strategy.

Global B2B IT Marketing Business Partner @ Kimberly Clark

  • Salary: $68,000 – $86,000 (estimated)
  • Create and nurture IT partnerships to maximize value and efficiency across the business and improve collaboration between the business and engineering/technical teams
  • Drive solutioning across the marketing technology ecosystem to drive faster and integrated solutions and operational efficiency to support commercial growth for the business

July 29

Sr. Engineering Manager, MarTech @  MasterClass (San Francisco)

  • Salary: $200,000 – $230,000
  • Technical leadership position in the Martech engineering team working very closely with the marketing team. 
  • Partner with cross functional teams and  translate marketing vision and strategy into a marketing technology infrastructure that can support and drive that vision.

Media Lead @ Goodway Group (U.S. remote)

  • Salary: $127,000 – $161,000 (estimate)
  • Coach and develop individual contributors on the Media Solutions team (our team responsible for all of the digital campaign execution across omnichannel digital media channels – programmatic, search, and social to drive business results.
  • Accountable for overseeing their day-to-day management, motivating the team by setting clear expectations, developing career path plans, providing constructive feedback, and maintaining a high level of performance.

Director of Content Marketing @ Continu (U.S. remote)

  • Salary: $106,000 – $135,000 (estimate)
  • Own and drive Continu’s content strategy, including the development, execution, and evolution of critical concepts and creative storylines across marketing channels.
  • Drive content strategy and planning in a way that is mindful of audience insights, personas, messaging, competitive information and feedback from product and solutions marketing and other subject matter experts.

July 22 

Digital AdTech/MarTech Solutions Lead @ Northrup Grumman (U.S. remote)

  • Salary: $79,700 – $138,400 
  • Partner with engineering and data science teams, support development and maintenance of ID graph within SalesForce; direct audience segmentation and development; liaison with advertising partners.  
  • Connect with other digital tool owners and content creators to align on metadata and taxonomy as well as any integration opportunities. 

Director, Marketing Operations and Technology @ Rimini Street (U.S. remote)

  • Salary: $101,000 – $128,000 (estimate)
  • Responsible for operational efficiency of the marketing team, is an advocate for marketing across cross functional operations teams, drives innovation and technical implementation of the martech stack.
  • Manage and optimize B2B Martech stack including selection, integrations, vendor management, team training, platform education, analytics capabilities, cross-functional alignment

Senior Software Engineer, MarTech – Full-stack @ Ancestry (U.S. remote)

  • Salary: $121,500
  • Architect/Design/Develop data pipelines, new features for our website hosting platform and tools to support marketing projects.
  • Collaborate with offshore team members, share knowledge with them, lead and help them to develop new features and fix bugs.

July 15

Senior Director, Digital Experience @ Privia Health (U.S. Remote)

  • Salary: $110,000  – $139,000 (est.)
  • Champion enhancements to Privia’s touch points across all martech-related platforms including, but not limited to: web, mobile app, marketing automation/CRM, text messaging, and digital marketing.
  • Ideal candidate will have strong technical expertise and experience to immediately drive transformational innovations across all martech platforms. He or she will have extremely strong people skills to listen actively to key stakeholders, collaborate closely with other departments, manage a high-performing team of technical experts, and inspire our community to embrace change.

Marketing Operations Manager @ Availity (U.S. Remote)

  • Salary: $83,000 – $105,000 (est.)
  • Implement high-impact projects involving diverse and complex data relationships to facilitate revenue growth and track marketing ROI. Lead the development and implementation of best-in-class reporting and analytics, manage data processes and infrastructure to optimize a highly effective funnel and inbound engine, and govern data quality across the marketing tech-stack. 
  • This role is highly collaborative and cross-functional, requiring both strategic and tactical execution and strong project management skills. Methodical, analytical, and intellectually curious, the ideal candidate is comfortable working at a fast-paced, high-growth company.

E-Commerce Technical Lead @ Carrier (U.S. Remote)

  • Salary: $105,750 – $148,250
  • Build out eCommerce, MarTech, and SaaS billing functions. Meet with business leaders to determine business, functional and technical requirements and participate in application design, configuration, testing and deployment.
  • Requires strong communication skills to translate technical software solutions to non-technical clients, including senior management. Experience in developing execution plans including resources levelling, effort estimations, and cross-team dependencies.

July 8

Growth Product Manager @ Quorum (U.S. remote)

  • Salary: $110,000 – $150,000
  • Conduct user and market research to build out business cases for new products and then turn those business opportunities into clearly defined product roadmaps and requirements.
  • “This role is an excellent opportunity to work on both sides of the business, directly engaging on sales strategies and go-to-market planning, as well as providing technical solutions and requirements to deliver new products to market.”

MarTech Program Specialist @ Federal Reserve Bank of Chicago (U.S. remote)

  • Salary: $113,000 – $143,000 (estimate)
  • Collaborate with product portfolio and technology teams to implement, integrate, automate and enhance MarTech solutions
  • Serve as subject matter expert on digital marketing trends, best practices, and technology

Director of Product Management – Martech/ABM @ Databook (U.S. remote)

  • Salary: $183,000 – $231,000 (estimate)
  • Develop product strategy and roadmap for the next generations of our Marketing solution, serving Account Based Marketing teams at top enterprises globally
  • Develop relationships with our customers and partners to gain deep understanding of their needs, and communicate our roadmap

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Webinar: 5 Ways to make CX drive conversions and revenue

Woman holding device surrounded by words indicating good customer experience

Online purchasing is booming. During the last five years, the marketplace has grown exponentially as a share of global retail revenue. Consumers are online, and their expectations are shifting. They’re looking for shopping experiences personalized to their wants and needs. Brands that deliver real-life experiences through rich media–shoppable videos, real-time customization, user-generated content and more–will drive more conversions and revenue.

Find out how you can differentiate your brand online and what you can do now to prepare for what’s next for e-commerce. 

Register today for “5 Ways to Make Customer Experiences Drive Conversions and Revenue,” presented by Cloudinary.

Click here to view more MarTech webinars.

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6 data collection tactics for marketing in the cookieless future

The end of the third-party cookie doesn’t have to be the end of getting good, useful data. Here are six tactics marketers can use with first-party and zero-party data to keep marketing automation programs working.

Dig deeper: Marketers should care about consumer privacy

First-party vs. third-party data

The first thing to know is that first-party cookies, placed in a limited number of digital touchpoints, can be an important source of data and address privacy concerns.

“Currently third-party cookies are blocked by most major browsers, and they’re actually coming to the end of their lifespan by the end of 2022, moving into 2023, as Google has just recently announced that it will no longer be providing third-party cookie support for their Chrome web browsers,” said Jim Thao, marketing automation manager for Lively Inc., at The MarTech Conference.

“Third-party cookie data is really easy to collect, but the [negative] to this is that it is really easy to share across domains, which brings forth a lot of privacy concerns regarding where that data is being shared,” Thao said.

“First-party cookies are currently supported by all browsers,” he said. “And they’re future-proof in the sense that they’re executed and implemented directly by the publishers onto the organization’s domain.”

An example of a first-party cookie is Marketo Munchkin, which Thao describes as “a script that’s provided to the customer and consumer to place directly on their web in order to track activity and engagement.”

The data resulting from first-party cookies, although not as easy to collect, can enhance personalization and streamline web experiences for customers.

3 first-party data tactics

Audience segmentation. First-party cookies can collect data when a customer engages with a brand’s digital properties. For instance, they can collect location data directly from leads either on a website or by manual inputs into the company’s database.

This data can be used to execute lead routing based on location, via auto-assignment rules on the back end. One example: An apparel company can use the data to automatically promote sweatshirts and knit caps in colder climates and tank tops in warmer ones.

Email personalization. First-party data can be collected through forms customers fill in, by emails they send to the company or via other manual inputs.

Dig deeper: Why we care about email marketing

Gated content. Content marketers get first-party data from forms filled out by customers to access gated materials. Customers are more likely to share data when they feel they are getting something valuable in exchange. But the exchange shouldn’t end there.

Marketers should use that data to recognize these customers and take down the gates to access more content. That way, the customers won’t be turned off by filling out the same forms over and over.

3 tactics for zero-party data

Zero-party data is similar to first-party data in that it is highly accurate and reliable. Collecting zero-party is a more involved process, but it’s worth the effort.

“The largest difference between zero-party data and first-party data is that this data is willfully and freely provided by the customer,” said Thao. “And in my experience with using zero-party data strategies, it really requires a communication loop which consists of a question, an answer and, a lot of times, responses back and forth.”

Quiz or game. Use a quiz, game or interactive questionnaire where users provide information. Offering a reward like a coupon code or other kind of discount makes this a clear value exchange.

Customer satisfaction surveys. Many customers respond well when they feel like they have a role in contributing to their experience with your company. That’s why customer satisfaction surveys are such a good source of zero-party data. And, even though surveys are a concept with a long history in marketing, they can be administered at a specific time that makes sense during the customer interaction.

Dig deeper: Brands need to leverage customer content now

Product feedback. Similarly, customers may be willing to provide data when ask for product feedback after a purchase. Inviting them to write a review or fill in a survey can empower the customer and makes them feel like part of a community, especially if they can share the review.

“What we can do here as marketers is offer a platform and a process that allows users to provide feedback,” said Thao. “It provides that feedback loop regarding products and services and also allows them to engage with the community and get support that way.”

When customers are more involved in the process, your marketing automation program will benefit from better data.

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5 ways to tune up your unsubscribe process before the holidays

What do you spend more time on in your email program — how to acquire subscribers or how to let them go?

Judging by the results of a quick study I conducted over the last few weeks, retail email marketers give the unsubscribe process far less attention than it deserves.

Because of that, they miss opportunities to retain customers within the brand sphere, even if they no longer want to receive emails. 

But, I also found many areas where brands can turn the negative of an unsubscribe into a positive event. Also, the unsubscribe process is generally better than it was when I conducted a larger study on unsubscribe practices in 2016. 

Dig deeper: Why we care about email marketing: A marketer’s guide

Overview: 5 insights from brand unsubscribe journeys

I wanted to learn whether ecommerce email marketers are managing the unsubscribe better today. In general, I found some improvements but also discovered some brands still use old tricks like burying the link in the footer and camouflaging it in a low-contrast font. 

Here are my top discoveries from my review of 12 ecommerce brands, six based in the UK and six in the U.S. I’ll present detailed findings further down in this post.

  • UK brands offer a smoother process than U.S. brands, but marketers on both sides of the pond can improve their out-opt process to give customers a better experience.
  • The one-click unsubscribe is more prevalent among UK brands but some brands make the process less transparent.
  • U.S. brands put unsubscribers through more steps but gave subscribers more options.
  • Most brands still play hide-and-seek with the email unsub link.
  • Brands can do much more to keep customers connected without also making the unsubscribe more cumbersome. 

Before revealing my detailed findings, I’ll share my views on unsubscribing and why it matters.

Marketers neglect the unsubscribe

Gathering in more subscribers does more for the company than letting them go. For many brands, the opt-out link is there in the email because a law requires a working unsubscribe in every email. 

But the laws don’t mandate where the link goes or the language around it or even how to present it. That’s one area where many marketers tend to play a little fast and loose with the legal requirements. 

Dig deeper: 8 major email marketing mistakes and how to avoid them

The unsubscribe matters in the customer experience 

The unsubscribe process is part of the customer journey with your brand. A painless unsubscribe is just as important as a warm welcome. It can even help you retain customers, even if they move away from your email.

Don’t forget the deliverability angle, either. In most email clients today, the “report spam” button is right up front. For a lot of email users, that’s the opt-out choice. The result: Major dings on your sender reputation and faster trips to the spam folder.

And now for my findings!

1. UK brands give subscribers a faster process than U.S. brands, but… 

…marketers in both countries can improve their out-opt processes to create better customer experiences

Among the six UK brands I reviewed, none required more than two clicks to complete the unsubscribe. They also pulled in my email address. The process for the six U.S. brands took more work — three or four clicks — and most didn’t load my address on the website.

But even with those extra clicks, I can see improvement in the unsub process since 2016. In that study, one brand made me fill out seven (seven!) form fields to complete the unsubscribe. Overall, the unsub process is far more mobile-friendly today than it was five years ago.

How to improve

The UK brands speed their subscribers through the unsub process faster than the U.S. brands, but this efficiency comes at a price: fewer opportunities to learn why their subscribers are opting out or to give them a chance to stay in touch. 

An immediate confirmation like this one from the Cotswold Company does not reflect the brand’s warm and welcoming brand or voice.

Maybe I didn’t want to unsubscribe — maybe I wanted to update my email address. But I didn’t get that option in the unsub journey.

Cotswold Company - Unsubscribe

U.S. brands have more time with their departing subscribers but risk losing them by asking for too many clicks or data.

At a minimum, the subscriber’s email address should load automatically on the website’s unsub page. This is better for mobile users and takes one more speed bump out of the journey.

This opt-out form for Big Lots (U.S.) is typical:

Big Lots unsubscribe

Updating your database to pass the email address through to the unsub page might take some doing.

But 10 minutes could be all you need to replace the user-unfriendly language on your confirmation page and add a link back to your website for customers who might still want to shop.

2. The one-click unsubscribe is more prevalent among UK brands but some brands make the process less transparent

Three of the six UK brands use a one-click unsubscribe, in which clicking the email unsub link launches an unsub confirmation on the brand’s website.

As I mentioned previously, with a single click on the email link, I didn’t have to fill in my email address and then hit “enter” or “submit.” The result: A simple confirmation page like this one from Great Value Vacations:

Great Value Vacations unsub confirmation page

The other three brands required two clicks: one on the email unsub link, and then a second on the website to confirm my intention.  

This efficient process likely stems from tighter regulations about email data management in GDPR (a holdover from pre-Brexit days) or the UK’s own email laws.

However, it doesn’t protect against accidental unsubscribes or curious subscribers who are looking for reassurance that they can unsubscribe easily as and when they want to.

Another sticking point: confusing directions. PoundShop’s unsub page asked me for a reason why I was unsubscribing, but when I clicked the blue “Unsubscribe from all marketing emails” button, I saw this confirmation page:

How to improve

A one-click unsubscribe is a win for your database and deliverability teams and for subscribers who just want off your list. But it costs your marketing teams (social, web and mobile, not just email) plenty in customer engagement. 

You can avoid accidental unsubscribes by breaking up the links in your email footer or converting your text link to a button. This way, someone who wants to click on an FAQ or contact information is less likely to tap the unsubscribe link by mistake.

Make your unsubscribe journey more intuitive. How long has it been since you jogged through your own process?

Do it on your next work break. Look for conflicting or confusing instructions. Better yet, have someone who isn’t an email professional test it. 

Dig deeper: Opting out: A guide to letting go of email subscribers the right way

3. U.S. brands put unsubscribers through more steps but gave subscribers more options

Me, unsubscribing from a Costco email: 

Scroll, scroll, scroll to find the link in the email footer, only to discover Gmail has clipped the email because it’s too long. Click to view full email.

Scroll to the email footer to find the unsub link. Click.

Review my options to change frequency or unsubscribe. Click. Go to the “Update My Preferences” button. Click.

Total clicks: Four.

Costco unsubscribe

That’s a lot of clicks, especially on mobile. But the other U.S. unsub journeys I reviewed are just as click-heavy, even when their links don’t get cut off on a clipped email. 

On the plus side, U.S brands also put more effort into communicating at all those points on the journey. Unlike the bare-bones email confirmations from UK brands, the U.S. brands gave me many opportunities to change my mind or fix a mistake. 

These brands sometimes felt like persistent ex-boyfriends who couldn’t accept that I was done with them. But at least I didn’t feel as if the brand had slammed the door in my face just because I didn’t want its emails anymore.

How to improve

Look for ways to take even one click out of your process, but still provide the options. Each click on the journey is a potential failure point, and each failure point is a potential spam complaint. One way, again, is to load the unsub page with the subscriber’s email address and offer a blank if the address somehow isn’t the one they want to use.

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My experience trying to track down an elusive email unsub link was not confined to Costco’s email. Eleven of the 12 brands put the unsubscribe link only in the email footer, often in a section that didn’t show up if the email client clipped the message for length.

Burying the link wasn’t the only problem. Links in tiny font sizes, font colors that blend in with colored backgrounds and other design tricks are just stalling tactics. They don’t work — at least not the way you think they will. Subscribers will take the path of least resistance to get off a list, and that path usually is the spam complaint button.

How to improve

If your emails are prone to getting clipped, test whether an unsub link higher in the email gets more clicks. No U.S. brands in the study used this tactic, but I saw it in an email from UK-based Asda:

Asda unsubscribe

Be careful not to let your unsub link get pulled into your preheader unless you also have deliverability problems resulting from high spam complaints. The link could go in the next tier of copy below your logo, for example. It’s definitely something to test.

Also, if you must post the unsub link in your footer, make it eye-catching. Superdrug (UK) uses a bright pink unsub link, which is great. (“Click this link” isn’t a great substitute for “Unsubscribe here,” though.)

Superdrug unsubscribe

5. Brands can do much more to keep customers connected without also making the unsubscribe more click-heavy

Goodbye doesn’t have to mean “get lost.” 

Opting out is as much a part of your customer’s email journey with your brand as opting in and deserves just as much care and attention. A negative experience with unsubscribing can even cost you a customer.

Here are five ways to make your unsubscribe process more user-friendly while also giving you data you can use to learn about your unsubbers:

Remove as many speed bumps in the process as you can without cutting yourself off from important data or giving your subscribers a chance to stay connected. This process starts in the email with an easily found and clearly labeled unsub link or button. 

Add personalization and branding to every page in the unsubscribe journey. Personalization on an attractive page makes the whole process feel more friendly. Revisit your unsubscribe pages often to make sure they reflect your latest templates and logos. 

Upgrade the language so it reflects both your brand voice and what your subscribers want to do. Use your marketing smarts to frame the content. The copy should never sound as if a robot wrote it. “Submit query” throws cold water on what might normally be a fun brand experience. 

This Target opt-out page shows how to incorporate brand voice, which is casual, optimistic, even a little playful. And while I just advised against monkeying around with alternate terms for “unsubscribe,” I like how Target framed its unsub request as “I need to take a break.”

Target unsubscribe

This opt-out page from DSW (US) is more in-your-face:

Always give your subscribers something to click on your opt-out or confirmation page. Keep the unsubscribe field prominent but add a list of your other email offerings, links to your social media sites or your mobile app, a link to their customer account or a link to your homepage. 

People who opt out of email aren’t necessarily turning their backs on your brand, but if you don’t give them options to stay connected, you’re turning your back on them. 

Don’t forget the most important step in the process — make sure it works! This starts with the unsub link in your email and goes all the way through to make sure the unsub or preference-change request is honored in your database. This should be a standard step in any email audit, especially if you change ESPs. 

Unsubscribing and holiday email

Ideally, you’ll bring in loads of new subscribers during the holidays. But that also can mean more unsubscribes.

Some customers who opt in just to get an incentive or buy a gift for someone won’t be interested in staying around and might not be invested enough in your brand or email to take the extra steps needed to unsubscribe.

Instead of having them go inactive or click the report spam button, send them on your unsubscribe journey to find other lists of yours that might be more appropriate, choose a different frequency, or connect with you on social media, in a mobile app or direct mail.

Dig deeper: The best unsubscribe email is the one you don’t send

Always make it a fond farewell

As rocky as the unsubscribe process can be, it’s one of the ways email differentiates itself from other marketing channels.

How many times do you find yourself watching the same obnoxious TV commercials and wishing you could opt out of some brands? Has anyone ever successfully opted out of unwanted direct mail?

A reliable unsubscribe process also puts email marketers ahead of the game in this age of privacy laws and gives people the right to remove their personal information from a company’s database. Years of training have helped us break some bad unsubscribe habits.

The greatest lesson I hope you take away from my findings here is that the unsubscribe process is an essential part of your customer’s experience with your brand. Get it wrong, and you could lose a customer. Get it right, and you might lose a subscriber but retain a buyer. That’s a win! 

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Day Trading Guide: Adani Ports among 6 stock recommendations for Wednesday

Benchmark indices ended Monday’s session on a positive note with Nifty topping 18,200 levels at the close. Technicals suggest that market mood is still indecisive.“The domestic markets remained extremely volatile in today?s session. The Benchmark NIFTY50 oscillated in a range of 200 points (approx.) to close on a positive note. On the technical front,18300 is still not breached on a closing basis, since we have seen a pair of DOJI structures on the daily chart which is a sign of indecision between buyers and sellers. So correction till 18000 from current levels is on cards,” noted Mehul Kothari – AVP – Technical Research, Anand Rathi Shares & Stock Brokers.Here are 6 stock recommendations for Wednesday:

Tata Motors Q2 results tomorrow: Here’s what to expect

“Tata Motors’ standalone revenue to largely remain flat QoQ owing to flat volumes. EBITDA margin to expand by ~80bps RM cost easing out. We expect JLR volumes to grow in mid-single digit led by servicing of order book and semiconductor supply improving. EBITDA margin to improve by ~100bps sequentially,” Prabhudas Lilladher said.