How did Blackbaud transform its marketing strategy to drive more success? Join Blackbaud’s Michelle Duckett, Senior Manager of Marketing Operations, to hear some of the key tactics the company has leveraged to drive efficiency and extend its reach with customers and prospects.
Attend to learn how Blackbaud:
- Streamlined marketing efforts to become more efficient
- Leveraged Marketo to extend its reach with customers and prospects
- Continues to achieve quarterly sales targets with marketing being a significant contributor
11. • Marketo’s open API enables marketers to:
• Leverage many different tactics with full data visibility/flowing
into Marketo
• Self-serve while automation team can focus within Marketo
• Be strategic!
• Align tech stack with objectives
• Identify any gaps
• Integrate with Marketo (or SFDC to sync back to Marketo)
to take your marketing to another level.
• Avoid bright shiny object syndrome or having too much
technology plugged in with no clear owners.
Tech Stack
Marketo
Event
Registration
Webinar
Surveys
Predictive
Lead
Scoring
Content
Marketing
Biggest takeaway: To understand the full impact you are making with a platform like Marketo, you have to look at the big picture.
We support ~50 Sales Teams and Marketing is sourcing over 50% of bookings for a lot of these teams.