Personalized Training: Marketing Automation and Analytics

Lack of personalized training programs is one of the top challenges preventing organizations from realizing the full potential of their investments in the marketing tech stack.

Across all the fast-growing organizations, there is a one constant – always growing marketing technology tech stack. At the same time, the rate of innovation in the marketing technology space continues to accelerate as well. To make sure that their teams are empowered with the most innovate tools, marketing leaders are constantly making investments in their marketing tech stack by adding new platforms and technologies. While all this is great for any marketing organization, there is one key component on which the success of all these large-scale marketing technology investments depends. And, that critical factor is the “enablement and training”.

Marketers consistently have been sharing their dissatisfaction with the “one size fits all” training programs offered by the technology vendors when it comes to marketing technologies. They cite this as one of the top challenges against realizing the full potential of their investments — reducing the overall effectiveness in terms of engagement and driving revenue. We at marqeu realized that this is a critical gap and wanted to fix this problem in the most impactful way.

Our Personalized Marketing Tech Stack Training Modules:

Our team at marqeu has created a series of personalized hands-on training programs and workshops with 4 different modules customized to align with how our customers operate the platforms in their marketing tech stacks. We overlay the best practices and configuration approaches on top of these training modules so that they deliver the maximum value for our customers. This approach of personalized and contextual marketing tech stack training has proved to be invaluable for our customers.

Whether it is marketing automation platforms (like Marketo, Hubspot, Eloqua, Infusionsoft, Zoho, SendGrid, MailChimp, Mautic) or CRM platforms like (Salesforce.com, Microsoft Dynamics) or Marketing Database Management platforms (like Netprospex, ReachForce, ZoomInfo, LeadSpace, DiscoverOrg) or Marketing Data Warehousing and Reporting/Analytics platforms (like Snowflake, Amazon RedShift, Microsoft SQL Server, Alteryx, Tableau, QlikView, Looker, Periscope Data, Pentaho, MySQL) or Web Analytics platforms (like Google Analytics, Omniture, Hotjar), our certified experts have designed personalized training programs that have helped our customers drive phenomenal results.

Most of the modern marketing platforms are fairly complex and need good degree of customizations so that they can align with how the business operates.

Across all our engagements, we have seen that whenever a new platform or tool is being implemented, the focus is always on the implementation, integration and go-live, all of which are very important but so is the enablement and training of the team, which would be in the driver seat operating the platform on a day to day basis and delivering the value for the investment on these platforms.

This is one of the key areas during our engagement with our customers wherein we leverage our expertise across different marketing technology platforms, understand how marketing operations function is structured and then come up with a detailed overview (including documentations) of how the features and functionalities of a particular platform could be used (along with the best practices) to train the team so that they feel confident about operating the platform on their own. We have seen that this is the best approach towards demonstrating the impact these technologies can make when it comes to driving the maximum value from these investment.

When it comes to marketing automation platforms or Salesforce.com, the capabilities and functionalities are endless and can be rolled out in phases depending on the maturity of the organization and the needs of the business. Functionality "Deep-Dives" are short training engagements where in these platforms are already operational but there is a general need for up-leveling the skills of the teams especially across some complex functionalities. These kinds of trainings are generally focused on some specific real world use cases, that make these trainings much more impactful. Some of our most popular deep-dive trainings are:

Engagement/Nurture program designs and workflows
Database normalization and management
Always-on, drip email programs and nurtures
Advanced marketing analytics and dashboard designs
Mobile first and responsive email and landing page designs
Salesforce.com advanced workflows, triggers, custom validations and process builds

1:1 working sessions are designed to further personalize the functionality deep-dive trainings. These 1:1 sessions are mostly for people in the marketing organizations who own and operate the marketing tech stack. They are so called the "super-users" and as the name says, these users are expected to be on the top of all the key functionalities of the platforms used by their teams. We closely partner with these super users in these 1:1 working sessions to empower them in the best ways possible so that they can operate the platforms independently.

These super users are the ones that are very close to the business and the marketing organizations always look towards them when they are in need of a new functionalities or would like to leverage the capabilities that they have not used before. There are always such new use cases that come up and in situations like these, we engage with these super users in these 1:1 sessions to understand these use cases and recommend the best approaches to go about implementing them in their tech stacks.

Whether you are a senior marketing leader or a new professional in the industry, you would have surely lived through those fire drills when suddenly some "things" in the marketing tech stack break or you have this new project that is being worked upon and you are stuck at a problem and the deadlines are fast approaching.

Situations like these are very common in the field of marketing operations and automation. In such situations, marketing professionals always wish to have access to the experts who could work with them as the extension of their teams to solve a critical and time sensitive problem. This is where we come in. We are a phone call or email away to engage with the teams and help troubleshoot together so that they can get that time sensitive campaign out of the door or put down that fire drill.