How we changed the way we talk to customers

Posted by Bill Beard

March 26, 2012

If you are looking for innovative ideas for driving revenue for your organization, a regional user group is the perfect format. You get an opportunity to get answers to the top questions on your mind and network with other experts in the field to find out about their methods.

This week TheLadders is hosting the first Marketo Regional User Group in New York. More than 20 marketing professionals from several companies are joining for a discussion about their experience with the solution. The topics include lead scoring and qualification process, nurturing programs and using Sales Insight tools to maximize the impact on the top line.

TheLadders just recently launched the solution while rolling out marketing campaign functionality, lead scoring and nurturing programs. Our biggest challenge was to tie all the data environments together to make Marketo tools effective so we reached out to the CRM team to create the infrastructure. Everything needs to work in synchronicity with each other. Currently our focus is partnering with Sales Leadership to refine our scoring logic, build process and drive adoption. With Marketo, it’s easy to set up reporting and the marketing team can execute campaigns with less manual effort enabling us to be more strategic, and focus on driving higher marketing and sales ROI.

Marketo Highlights

    • Allows the marketing team to pass highly qualified, prioritized leads to the sales force at the right time

    • Enables marketing to measure effectiveness of its campaigns in real time

    • Gives sales team better visibility into marketing programs and to get tips and talking points on customer behavior

    • Launched the solution in five weeks, immediately pushed several key campaigns to help achieve corporate KPIs and set records on site visits and all-time site engagement

We’re confident the Marketo Regional User Group will be a success, and we’re excited to share with the attendees—and learn from them—so we can all reach our customers more effectively.

Inga Romanoff is Director, Enterprise Marketing for TheLadders and the Marketo Regional User Group Leader in New York City with over ten years of marketing experience in the U.S., Russia, Europe and Asia PAC. Inga is responsible for strategic initiatives in developing the B2B platform at TheLadders.