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&quot;It all comes from strategy and that strategy is informed with data,&quot; is Jeff’s mantra when it comes to targeting ideal accounts and businesses in the market. In this episode of The Data Heroes Podcast, Jeff Ignacio, Head of Revenue and Growth Operations at UpKeep talks about RevOps, and the successful alignment of strategy and execution to dominate the maintenance market.&quot;We started to take a look at the existing customer base for patterns&quot;. To expand and refine their customer base, Jeff and his RevOps team began analysing existing data sets to determine more ideal accounts to go after. With ICPs defined, territories were appropriately divided up amongst reps, and strategies decided upon for executing successful campaigns for their diverse customer spectrum. UpKeep specifically developed organic content to engage customers and build communities, improving user experiences, brand image, and company trust. “It&apos;s not enough to just win a customer, but do they stick around?” Utilizing RevOps capabilities, Jeff ensures that alignment on strategy is always retained to meet objectives and improve business outcomes.Jeff and host John Kosturos also examine data management tools, ICPs, SLAs and MQLs.

Jeff Ignacio, Head of Revenue & Growth Operations, Upkeep

Learn how to extend the value of data across your enterprise from leading sales and marketing pros around the world. Marketo Champions, Dreamforce speakers, and RevOps leaders like Chelsea Kiko and Brooke Bartos join us for this exclusive series to share technical tips and tricks for fueling growth through data.

The Data Heroes Podcast (powered by RingLead)

“Making it interesting for the customer,” is Andrew Mahr&apos;s mantra. In  this episode of The Data Heroes Podcast, Andrew Mahr Chief Customer Officer talks about goals, strategies and requirements for implementing one-to-one customer personalization. “For personalization to work in an account based context, it needs to be based on insights and good data of the account.”By personalizing marketing campaigns, you ultimately improve the customer experience and the overall effectiveness of Sales and Marketing efforts. “Personalization has to be done correctly for it to have a good impact. Focus on the needs and interests of the account.” Orchestration and alignment are key for collaboratively utilizing cross-channel strategies to keep messaging consistent and engaging. “Given different data signals and given different qualifying criteria, we identify how we actually want Marketing and Sales to engage accounts.”Andrew and host John Kosturos also discuss ICP targeting, intent data, and improving campaign effectiveness through high quality data. “You want a system that can understand the difference between when to feed someone top of funnel brand awareness messaging, versus when to trigger a higher cost marketing tactic.”

Andrew Mahr, Chief Customer Officer at Triblio

“How do we consistently align with sales?” Max and his Marketing team continually uphold this question to strive to overcome this challenge. By implementing holistic company alignment, tactics and strategies are more likely to succeed, allowing teams to become more effective marketers and sellers. In  this episode of The Data Heroes Podcast, Max Maurier ,Director, Marketing Operations and Analytics at Druva, talks about accurately identifying, targeting, campaigning, and selling to ideal account profiles.“Part of our strategy is propensity modeling.” Druva’s strategy includes utilizing 3rd party data to find high level accounts with commonalities; “The common intent signals, common demographics, to try and put together a target account list”. Using intent data, Max and his team then go after high intent accounts that match their ICP, marketing to those accounts through campaigns. Max exclaims that this strategy’s success relies on holistic alignment between sales and marketing. “If we&apos;re just generally on the same page, it&apos;s a really helpful platform for us, for our automation and marketing purposes.”Max and host John Kosturos also talk about revenue planning, dirty data, branding yourself in Marketo, and analytics tools.

Maxwell Maurier, Director, Marketing Operations and Analytics at Druva

&apos;&apos;Keep on top of who&apos;s actually engaging with our emails and make that decision of whether or not to keep them.” Britney is an advocate for applying effective database management strategies to get a handle on all dirty data challenges. In this episode of our The Data Heroes Podcast, Britney discusses marketing operation strategies to make sure you are always on top of your data, ensuring it is accessible and actionable to serve insights and business decisions.She highlights the need to effectively convey data quality importance to the company higher-ups and how dirty, inactive data affects system processes, attribution and campaigns. “Just taking the data to tell that story. Have those real examples to show that because of dirty data, we can&apos;t do X.” Identify key accounts to focus on and create understanding by aligning teams on methods, tactics and utilization of tools.Britney also discusses her Marketing Ops role, ideal account tools, duplicates, Marketo and how to use insights to fuel campaign efforts. “Always analyze your data: campaigns like what&apos;s happening after you&apos;ve launched that campaign? How is your data actually doing?”

Britney Young, Marketing Operations Specialist at McKesson

&apos;&apos;Make sure the data has its coat on!&apos;&apos; Susan&apos;s idiom is all about data maintenance and highlights the importance of continued data quality management; to make sure it&apos;s always consistent, organized, accurate, and trustworthy. In this episode of our The Data Heroes Podcast, Susan Walsh (Founder at <a href='https://www.theclassificationguru.com/'>The Classification Guru Ltd</a>) gives tips about getting on top of your data issues through normalization, deduplication, segmentation, and categorization. “Ultimately, I want them to take back responsibility and ownership of their data and manage it.” Susan talks about client challenges faced and how she trains teams to develop database health strategies to ensure data is always as actionable as possible. Susan discusses supplier normalization, taxonomy development, and her upcoming book ‘Between the Spreadsheets: Classifying and Fixing Dirty Data’.“If you&apos;ve never classified data in your life, you could pick it up, read it and follow the instructions in it and classify data!”

Susan Walsh, Founder at The Classification Guru

“With the data you have available in Marketo, you can make it happen,” describes Melissa, talking about the possibilities and potential of marketing automation platform. In this episode of Data Heroes, Marketo champion Mellisa Day from The Chemours Company explains how powerful Marketo is when it comes to cleaning and utilizing data. Melissa details how crucial database health is and provides tips for marketing on how they should approach and apply available data. Melissa views data as a form of currency and explains the advantages companies can gain from focusing on perspective. Melissa also talks about her beginnings in business and what pivoted her career toward data and Marketing. She thinks the Marketo community is a great place to learn and find support. She also shares advice on using Marketo and talks about essential strategies for gathering, cleaning, and utilizing data.“By cleaning the data, we will have more effective lead scoring.”

Ep05: Melissa Day, Marketo Champion & Global Digital Marketing Leader at The Chemours Company

“Standardizations are a key aspect,” for segmenting data into clear buyer personas for targeted marketing campaigns. According to Alex Greger, internal marketing analysis on how to aggregate and segment by job titles and scoring are still required, with a lot of manual effort to append information.In episode {06} of The Data Heroes Podcast, Alex Greger (Marketing Automation Manager at Skillsoft) talks about Marketo as an invaluable database management tool and how data is bucketed through thorough data analysis. “Connecting the dots between a persona and what I would call codifying that persona.”Alex and host John Kosturos, also discuss database hygiene strategies, enriching with 3rd party data for normalization, and Skillsoft’s B2B opportunities from their B2C market.