Marketing Automation Best Practices: “How Marketo Uses Marketo” When you want to learn how to do something really well, where do you go? To the master! When I wanted to learn how to build the best sales organization possible, I knew where to go: working in sales at Salesforce.com. While I was there, I saw first hand how effective the sales organization became, in large part because Salesforce.com was an expert at developing and using its own product to push the boundaries of sales best practices. For this book, as a complement to the sales best practices, I wanted to share some modern marketing automation best practices. For that, where better to go than to the marketing department of a hot marketing automation company, Marketo? They’ve grown from nothing to more than 500 customers in just a handful of years. Marketo’s marketing automation solution, “Marketo Lead Management”, helps marketers automate and measure demand generation campaigns. They tie together a variety of functions like email marketing, lead nurturing and lead scoring. Generating leads is half the battle. To help sales make the most of leads, Marketo’s second product (“Sales Insight”) helps salespeople understand, prioritize and interact with the hottest leads and opportunities. I wanted to know how Marketo uses their own Marketo product, because they’re experts at using their own product to push marketing automation best practices. In 2007, when I was at Alloy Ventures, I met Phil Fernandez (CEO) and Jon Miller (VP Marketing) of Marketo. Since then, I’ve been impressed at their marketing execution and expertise. I believe in what they’re doing, and Marketo has also become a partner, client and sponsor of my “Predictable Revenue” work, including this book. They were generous enough to share some step-by-step inside secrets on what