https://videos-en.merlinleonard.com/paminga-tip-07-set-up-your-social https://videos-en.merlinleonard.com/v.ihtml/player.html?photo_id=124497670 https://videos-en.merlinleonard.com https://videos-en.merlinleonard.com/64968567/124497670/d509bfe5cf19a326be132efddcdce324/small/paminga-tip-07-set-up-your-social-thumbnail.jpg Paminga Tip #07 - Set up your social media icons once, use them everywhere <p>There are small recurring frustrations in every marketing ops workflow. Hunting down a LinkedIn icon from an old email to copy-paste into a new one. Checking that the size is consistent. Making sure the color matches the brand guidelines. Starting over with every new campaign.</p><p>Not a critical problem. But wasted time, and an avoidable source of errors.</p><p>The way Paminga handles social media icons is a good example of what sets this platform apart: a centralization logic that saves time across the entire team and eliminates mistakes at the source.</p><h2>The Problem: Icons Reconfigured in Every Email</h2><p>In most marketing automation platforms, social media icons are managed locally — inside each individual email or landing page. Every time you create something new, you need to track down the right URLs, pick a size, adjust margins, and make sure it looks consistent with your other templates.</p><p>Multiply that by the number of emails your team sends each month, and by the number of people involved, and the cost in time and consistency becomes real.</p><h2>The Paminga Solution: Social Profiles + Social Sharing Element</h2><p>Step 1 — Configure Once, Centrally</p><p>In the Paminga admin section, a <strong>Social Profiles</strong> menu lets you define all your social media URLs once and for all. LinkedIn, X (Twitter), Instagram, YouTube, Facebook — every network is set up centrally, one time.</p><p>That's the foundation. Every team member starts from the same source of truth.</p><p>Step 2 — Insert the Social Sharing Element</p><p>When working on an email or landing page, Paminga provides a dedicated element: <strong>Social Sharing</strong>. Adding it to your content instantly brings in all the icons configured centrally.</p><p>No more hunting for URLs. No more rebuilding the block from scratch. Everything is already there.</p><p>Step 3 — Customize as Needed</p><p>Once the element is inserted, you retain full control over appearance:</p><ul><li><p><strong>Icon color</strong> — adapt to context (brand email, event communication…)</p></li><li><p><strong>Size</strong> — consistent with the rest of the template</p></li><li><p><strong>Orientation</strong> — horizontal row or vertical column depending on the layout</p></li><li><p><strong>Alignment and spacing</strong> — configurable margins and gaps between icons</p></li><li><p><strong>Network selection</strong> — simply remove the ones that aren't relevant for this specific email</p></li></ul><p>Step 4 — Display Conditions</p><p>This is where Paminga shows its broader logic. Like all elements in the platform, you can apply <strong>display conditions</strong> to your social icon block.</p><p>Some practical examples:</p><ul><li><p>Show icons for existing customers, but not for prospects</p></li><li><p>Display different icons depending on the email language (French version vs English version)</p></li><li><p>Condition display based on a profile attribute in your database</p></li></ul><p>This conditionality logic is transversal in Paminga — it applies to all elements in an email or landing page, not just social icons.</p><h2>Going Further: Section Library</h2><p>Centralized icon management fits into a broader pattern in Paminga: the <strong>section library</strong>.</p><p>Once you've built your ideal footer — with icons properly configured, a link to the preference center, a copyright token — you can <strong>save it to the library</strong>. It then becomes available to the whole team, who can insert it in a few clicks without rebuilding it from scratch.</p><p>Save rights are reserved for administrators or the design/corporate team, ensuring that only validated elements are made available to operational teams.</p><h2>Coming Soon: Element Locking</h2><p>A feature currently in development at Paminga: the ability to <strong>lock specific elements</strong> within a saved section.</p><p>In practice, this would allow you to define, within a footer for example:</p><ul><li><p><strong>Non-editable elements</strong>: social icons, preference center link, copyright token</p></li><li><p><strong>Editable elements</strong>: contextual copy specific to each email</p></li></ul><p>When a marketing ops person retrieves this footer from the library, they can only modify what's permitted — everything else stays intact, on-brand.</p><p>This upcoming feature will further strengthen platform governance, particularly useful in organizations with multiple teams or multiple markets.</p><h2>What This Changes in Practice</h2><p>Paminga's centralized social media icon management is a good illustration of the platform's philosophy: <strong>define once, use everywhere, without risk of error</strong>.</p><p>It's not spectacular. But for a marketing team that regularly creates emails and landing pages, it's the kind of detail that saves time on every campaign — and guarantees visual consistency without extra effort.</p> 2026-03-10T09:31:43+00:00 yes 278 Paminga Tips assets and brand kit marketing automation paminga paminga tips https://videos-en.merlinleonard.com/paminga-tip-08-schedule-your https://videos-en.merlinleonard.com/v.ihtml/player.html?photo_id=124365892 https://videos-en.merlinleonard.com https://videos-en.merlinleonard.com/64968568/124365892/0e4b2630e54c612cea82bd1c87404e2b/small/paminga-tip-08-schedule-your-thumbnail.jpg Paminga Tip #08 - Schedule Your Social Media Posts Directly From Your MAP <p>You don't expect to find this in a marketing automation platform.</p><p>Emails, yes. Landing pages, of course. Workflows, forms, lead scoring — that's the core of the job. But scheduling social media posts? That's usually the territory of another tool, another tab, another subscription.</p><p>Paminga does it natively. And it changes something about how you organize your work.</p><h2>The Problem: One More Tool in the Stack</h2><p>Most B2B marketing teams juggle multiple tools to manage their social presence: a MAP for emails and workflows, a dedicated scheduling tool (Buffer, Hootsuite, Sprout Social…), and often LinkedIn directly for whatever doesn't fit into the other tools.</p><p>It's not a critical problem. But it's fragmentation: context-switching, access management, extra invoices.</p><p>Paminga offers a simpler alternative: handle all of this from one place.</p><h2>What Paminga Lets You Do</h2><p>Connect Your Social Accounts</p><p>In Paminga's social media management section, you can connect multiple accounts in just a few clicks: <strong>Facebook</strong> (page or profile), <strong>Instagram</strong>, <strong>LinkedIn</strong> (personal profile or company page).</p><p>The interface displays your connected accounts with basic metrics, and lets you manage them from a single dashboard.</p><p>Write and Publish Directly</p><p>Once your accounts are connected, you can draft a post directly in Paminga. The editor is clean and functional:</p><ul><li><p>Free text with emoji support</p></li><li><p>Image upload from your Paminga file manager</p></li><li><p>Video attachment</p></li><li><p>Short URL generation with built-in UTM tracking</p></li></ul><p>That last point is worth noting. Paminga generates short URLs through its own shortener (<a target="_blank" rel="noopener noreferrer nofollow" href="http://result.ma">result.ma</a>), which lets you pass UTM parameters without LinkedIn modifying them. Your links stay trackable, cleanly.</p><p>Schedule or Publish Immediately</p><p>You can choose to publish the post right away, or schedule it for a specific date and time. The calendar view shows all your planned publications at a glance — with their status (published, scheduled, error) — and lets you plan your editorial week without leaving the tool.</p><p>Track Performance</p><p>For business accounts (Facebook pages, LinkedIn Company pages), Paminga displays KPIs directly in the interface. Personal accounts don't have this analytics view, but publishing works just as well on those.</p><h2>What This Changes in Practice</h2><p>The value of this feature isn't in the depth of the analytics or the sophistication of the editor — other tools do better on those fronts. It's in <strong>consolidation</strong>.</p><p>For a marketing team that already lives in Paminga for emails, workflows, and landing pages, being able to schedule social posts from the same environment means one less context-switch. No need to jump to another tool to coordinate a campaign launch. No need to manage an extra subscription for a feature you use occasionally.</p><p>This is especially valuable for lean teams — or solo marketing ops — who want to simplify their stack without giving up essential capabilities.</p><h2>A Typical Use Case</h2><p>Imagine you're launching a new content series. Your emails are in Paminga. Your landing page is in Paminga. Your nurturing workflow is in Paminga. And now, your LinkedIn teaser and promotional posts can also be scheduled in Paminga — with the right UTMs, at the right time in the calendar.</p><p>Everything in one tool. Coordination becomes easier. Performance tracking becomes more consistent.</p><h2>Paminga: Fewer Tools, More Coherence</h2><p>This social media management feature is a good summary of the Paminga approach: rather than outperforming specialized tools in every dimension, Paminga covers the essentials coherently, within a unified platform.</p><p>For teams looking to rationalize their marketing stack — and there are plenty — that's a meaningful argument.</p> 2026-03-06T11:57:49+00:00 yes 161 Paminga Tips inbound marketing lead generation marketing automation paminga paminga tips https://videos-en.merlinleonard.com/paminga-tip-05-en-finder https://videos-en.merlinleonard.com/v.ihtml/player.html?photo_id=123818073 https://videos-en.merlinleonard.com https://videos-en.merlinleonard.com/64968555/123818073/a83e701dc320118fe8ab9464f6a7d354/small/paminga-tip-05-en-finder-thumbnail.jpg Paminga Tip #05 EN - Finder 2026-02-20T10:49:16+00:00 yes 335 Paminga Tips marketing automation organisation marketing ops paminga paminga tips https://videos-en.merlinleonard.com/paminga-tip-06-en-permissions-in https://videos-en.merlinleonard.com/v.ihtml/player.html?photo_id=123757828 https://videos-en.merlinleonard.com https://videos-en.merlinleonard.com/64968561/123757828/1c1253cac6479bcb398824c8a778ffda/small/paminga-tip-06-en-permissions-in-thumbnail.jpg Paminga Tip #06 EN - Permissions in Paminga 2026-02-19T09:52:30+00:00 yes 359 Paminga Tips marketing automation organisation marketing ops paminga paminga tips https://videos-en.merlinleonard.com/discover-paminga-a-modern-powerful https://videos-en.merlinleonard.com/v.ihtml/player.html?photo_id=122925074 https://videos-en.merlinleonard.com https://videos-en.merlinleonard.com/64968576/122925074/d34d3e66199d193749eddfd98ebe45a0/small/discover-paminga-a-modern-powerful-thumbnail.jpg Discover Paminga! A modern, powerful, AND easy-to-use marketing automation solution - Paminga demo - webinar 2026 01 29 <p>Marketing automation is a mature market. So are the promises.</p><p>What makes the difference today is not an additional AI feature, but the ability to execute quickly, cleanly, and measure your actions with confidence.</p><p>In this first demo, I'll give you a guided tour of Paminga, a recent marketing automation solution built on modern architecture and designed to be both powerful and easy to use.</p><p>Webinar outline</p><ul><li><p>00:00 Introduction</p></li><li><p>01:24 CRM synchronization</p></li><li><p>09:21 Database management</p></li><li><p>13:00 Web tracking</p></li><li><p>16:06 Pop-up on web page</p></li><li><p>23:16 Sending to a Drip Series</p></li><li><p>26:40 Paminga forms</p></li><li><p>32:33 Paminga landing page</p></li><li><p>35:51 Paminga email</p></li><li><p>38:40 Email sending workflow</p></li><li><p>40:00 Scoring &amp; Lead Life Cycle</p></li><li><p>45:25 Conclusion</p></li></ul><h2>Why I'm interested in Paminga (after 14 years with Marketo)</h2><p>My name is Sylvain Davril, founder of Merlin/Leonard.<br>I was a Marketo partner for 14 years and have been a Paminga partner for several months now.</p><p>Why did I make this choice?<br>Because some customers are now looking for a modern alternative, and because I wanted to test the solution for myself: I am currently migrating our internal use of Marketo to Paminga.</p><p>This webinar is the first in a monthly series.<br>The goal is to start with the basics and then gradually move on to more advanced campaigns.</p><h2>What this first demo covers</h2><p>We start with the fundamentals, which determine everything else:</p><ul><li><p><strong>CRM synchronization</strong> (with a focus on Salesforce, and a similar logic for Microsoft Dynamics)</p></li><li><p><strong>Database management</strong> (fields, value lists, custom objects)</p></li><li><p><strong>Tracking</strong> (page views with time spent, UTM, downloads, videos)</p></li></ul><p>Next, we build an initial "Always On" campaign:</p><ul><li><p>A <strong>pop-up</strong> (call-to-action) on a website page</p></li><li><p>a <strong>form</strong></p></li><li><p>a <strong>landing page</strong></p></li><li><p>a <strong>nurturing workflow</strong></p></li><li><p>and, if time allows: <strong>scoring</strong> and the <strong>lead lifecycle</strong></p></li></ul><h2>1. CRM synchronization: an approach that is finally clear and manageable</h2><p>Salesforce synchronization in Paminga is based on an interesting approach:<br>Paminga retrieves the Salesforce data model and allows you to decide, field by field:</p><ul><li><p>which fields should be synchronized</p></li><li><p>in which direction (read-only or write-enabled)</p></li><li><p>which actions should be triggered when a lead or contact arrives</p></li></ul><p>Creating fields on the fly</p><p>One very useful feature in the demo: if a field exists in Salesforce but not yet in Paminga, it can be <strong>created directly from the interface</strong>, without any complex manipulation.</p><p>When it comes to a list value field, Paminga automatically detects it and prompts you to configure a clean mapping, thus avoiding data inconsistencies.</p><p>Explicit error handling</p><p>Another key point in the project: synchronization errors are <strong>clearly explained</strong>.<br>The demo shows a concrete example: a <em>Lead Status</em> value in French in Salesforce does not match the English value configured in Paminga. The error is immediately identifiable and correctable.</p><p>CRM actions from workflows</p><p>From a Paminga workflow, it is possible to:</p><ul><li><p>create or update leads and contacts</p></li><li><p>create tasks</p></li><li><p>add people to Salesforce campaigns with the correct statuses</p></li><li><p>and, depending on the case, create opportunities</p></li></ul><p>CRM synchronization is therefore designed as a central foundation, not as a simple peripheral integration.</p><h2>2. Database: maintaining a clean and scalable model</h2><p>Paminga offers all the fundamentals expected for database management:</p><ul><li><p>creation and management of fields (types, dropdowns, multi-select, etc.)</p></li><li><p>structured management of <strong>value lists</strong></p></li><li><p>ability to <strong>rename</strong> and even <strong>delete</strong> fields that are no longer needed</p></li></ul><p>This ability to clean up is far from insignificant when you want to maintain a database that remains readable over time.</p><p>Custom Objects</p><p>Paminga also allows you to create <strong>Custom Objects</strong>, with relationship management, including <em>many-to-many</em> relationships.</p><p>The goal is to be able to integrate business objects (contracts, projects, assets, subscriptions, etc.) into Paminga, whether they come from CRM or a data warehouse, and then use them in segmentations and workflows.</p><h2>3. Tracking: an often underestimated foundation</h2><p>Tracking is often the weak point of many platforms.</p><p>With Paminga, installing a tracker on the site allows you to natively collect:</p><ul><li><p><strong>page views</strong> with <strong>time spent</strong></p></li><li><p><strong>UTMs</strong>, automatically captured and associated with each visit</p></li><li><p>PDF downloads, considered as actionable events</p></li><li><p>native video tracking (YouTube, Vimeo, Wistia, Vidyard, etc.), with playback milestones at 25%, 50%, 75%, and 100%</p></li></ul><p>These signals can then be used to segment, score, and trigger marketing actions without any heavy integration.</p><p>CRM visibility</p><p>Engagement data can also be displayed in Salesforce, giving sales teams a clear view of marketing interactions.</p><h2>4. An "Always On" campaign: from pop-ups to nurturing</h2><p>The demo continues with the implementation of a very concrete "Always On" campaign.</p><p>Objective: trigger a pop-up on a content page, collect an email address, then enroll the person in a nurturing program.</p><p>CTA and unified editor</p><p>CTAs (pop-ups, inline, scroll, etc.) are created in an editor that is common to all assets: forms, emails, and landing pages use the same editing logic.<br>This significantly reduces the learning curve and improves campaign consistency.</p><p>Native conditional content<br>A key feature is the ability to make <strong>any element conditional</strong> (section, line, component) without scripting.</p><p>For users accustomed to older solutions, this eliminates the need for specific languages and greatly simplifies customization.</p><p>Forms and nurturing</p><p>Paminga forms allow you to:</p><ul><li><p>Progressive profiling</p></li><li><p>Multi-page forms</p></li><li><p>Define post-submission actions (workflow, Slack, webhook, GTM, etc.)</p></li><li><p>multilingual management</p></li></ul><p>The nurturing presented is based on a simple and clear logic, with emails spaced out over time and the possibility of defining success objectives.</p><h2>5. Scoring and lead lifecycle: a solid foundation, still evolving</h2><p>Paminga offers several scores (profile, activity, engagement).<br>The configuration is deliberately simple, even if some mechanics are still being improved, particularly the dynamic management of point loss when attributes change.</p><p>For the lead lifecycle, the approach shown consists of rebuilding a complete logic using workflows, offering flexibility similar to that found on Marketo.</p><h2>Key takeaways</h2><p>At the end of this first demo:</p><ul><li><p>Paminga's foundations are solid</p></li><li><p>Some components are still in transition, inherited from Net-Results</p></li><li><p>Each component rebuilt from scratch is particularly well designed</p></li><li><p>The product trajectory inspires confidence in the short term</p></li></ul><h2>What now?</h2><p>This demo kicks off a series of monthly webinars, each dedicated to a specific use case or building block.</p><p>If you would like a <a target="_blank" rel="noopener noreferrer nofollow" href="https://merlinleonard.com/en/contact/paminga-demo/"><strong>personalized demo</strong></a> focused on your challenges (CRM, tracking, forms, lifecycle, ABM, etc.), I would be happy to organize one.</p> 2026-01-31T16:14:51+00:00 yes 2798 Webinars marketing automation marketing stack marketing strategy paminga https://videos-en.merlinleonard.com/paminga-tips-04-centralized-brand https://videos-en.merlinleonard.com/v.ihtml/player.html?photo_id=122045658 https://videos-en.merlinleonard.com https://videos-en.merlinleonard.com/64968566/122045658/752fe96237613337728d12e8e3686a83/small/paminga-tips-04-centralized-brand-thumbnail.jpg Paminga Tips #04 - Centralized Brand kit that saves you a lot of time <h2>Keeping brand consistency shouldn’t slow you down</h2><p>Logos, colors, fonts, buttons, form styles…</p><p>Maintaining a consistent brand identity across emails, landing pages, CTAs and forms is critical — but in most marketing automation platforms, it quickly becomes painful.</p><p>A small change in the brand guidelines can turn into:</p><ul><li><p>dozens of emails to update,</p></li><li><p>landing pages to edit one by one,</p></li><li><p>forms scattered everywhere with embedded CSS.</p></li></ul><p>This is exactly where <strong>Paminga Brand Kits</strong> make a real difference.</p><h2>What is the Brand Kit in Paminga?</h2><p>The Brand Kit is a <strong>centralized brand management feature</strong> available in the Marketing Center.</p><p>It allows you to define — once — the visual rules that will automatically apply to all your marketing assets.</p><p>You can create <strong>as many Brand Kits as you need</strong>:</p><ul><li><p>a light and a dark version,</p></li><li><p>different brands or subsidiaries,</p></li><li><p>event-specific or campaign-specific identities.</p></li></ul><p>Once applied, a Brand Kit controls the look &amp; feel of:</p><ul><li><p>emails,</p></li><li><p>landing pages,</p></li><li><p>calls to action,</p></li><li><p>forms.</p></li></ul><h2>Centralized colors, with human-friendly names</h2><p>In the Brand Kit, you can define:</p><ul><li><p>multiple color palettes,</p></li><li><p>each color with a <strong>custom, readable name</strong>.</p></li></ul><p>Instead of working with hex codes everywhere, your teams select colors like:</p><ul><li><p>“Primary Blue”</p></li><li><p>“Accent Yellow”</p></li><li><p>“Dark Background”</p></li></ul><p>This may sound like a small detail, but it dramatically improves usability when building pages or emails.</p><h2>Fonts fully managed at the source</h2><p>Paminga allows you to define:</p><ul><li><p>6 heading levels,</p></li><li><p>paragraph styles,</p></li><li><p>link styles.</p></li></ul><p>For each style, you control:</p><ul><li><p>font family,</p></li><li><p>weight, size,</p></li><li><p>letter spacing and line height,</p></li><li><p>color.</p></li></ul><p>All of this is managed <strong>centrally</strong>, meaning one change propagates instantly to every asset using the Brand Kit.</p><p>For emails, where font availability is always a constraint, Paminga lets you define safe fallback fonts to ensure consistent rendering across inboxes.</p><h2>Buttons, backgrounds and hover states</h2><p>The Brand Kit also lets you define:</p><ul><li><p>primary and secondary buttons,</p></li><li><p>background colors,</p></li><li><p>hover behaviors,</p></li><li><p>borders and radius.</p></li></ul><p>This ensures that every CTA behaves and looks the same — without relying on manual styling or duplicated templates.</p><h2>Forms without global CSS headaches</h2><p>Forms are usually the biggest pain point in marketing automation platforms.</p><p>Traditionally, teams create <strong>global forms</strong> just to centralize CSS.</p><p>With Paminga, the Brand Kit already does this job.</p><p>You can define:</p><ul><li><p>text fields,</p></li><li><p>radio buttons and checkboxes,</p></li><li><p>error messages,</p></li><li><p>borders, colors, spacing and radius.</p></li></ul><p>When you update the Brand Kit, <strong>all forms update automatically</strong>, across the entire platform.</p><p>This removes one of the main reasons for maintaining complex global forms.</p><h2>One click to switch… safely</h2><p>Every asset (email, LP, CTA, form) lets you:</p><ul><li><p>select a Brand Kit,</p></li><li><p>switch from one kit to another in one click (for example from light to dark).</p></li></ul><p>Before applying changes globally, Paminga requires you to <strong>publish</strong> the Brand Kit.</p><p>You are explicitly warned about the number of assets that will be impacted — so nothing happens by accident.</p><h2>Why it matters</h2><p>Brand Kits are not just a design feature.</p><p>They are a <strong>governance and scalability feature</strong>.</p><p>They allow marketing teams to:</p><ul><li><p>move faster,</p></li><li><p>reduce technical debt,</p></li><li><p>keep brand consistency without friction,</p></li><li><p>adapt quickly when brand guidelines evolve.</p></li></ul><p>In short: fewer manual updates, fewer errors, and much more peace of mind.</p> 2026-01-08T10:02:00+00:00 yes 308 Paminga Tips assets and brand kit paminga paminga tips https://videos-en.merlinleonard.com/paminga-tips-03-the-tracking-to https://videos-en.merlinleonard.com/v.ihtml/player.html?photo_id=120025833 https://videos-en.merlinleonard.com https://videos-en.merlinleonard.com/64968569/120025833/db47013f4d1d958bd2cf3cbbe6c048f9/small/paminga-tips-03-the-tracking-to-thumbnail.jpg Paminga Tips #03 - the tracking to listen to your websites and engage at the right time <h2>Web tracking as a marketing automation foundation</h2><p>In marketing automation, everything starts with listening.<br>Before scoring, segmenting, or launching campaigns, you need to understand what visitors actually do on your website.<br>Which pages they view.<br>How long they stay.<br>Which content they consume.</p><p>That is exactly what web tracking is about.<br>And this is where Paminga really delivers.</p><h2>Tracking from the very first visit</h2><p>Paminga’s tracker captures visitor activity as soon as someone lands on your website, whether the visitor is anonymous or already known.<br>Pages visited, number of visits, traffic source: everything is recorded automatically.</p><p>First touch and last touch are handled natively.<br>You clearly see how contacts enter and re-engage with your digital ecosystem.</p><p>From anonymous visitor to known contact</p><p>Paminga starts collecting data before any form is submitted.<br>When the visitor eventually converts, the entire browsing history is automatically linked to the correct contact.</p><p>No data loss.<br>No guesswork.<br>Just a reliable view of the real customer journey.</p><h2>Time on page: a key engagement signal</h2><p>Beyond page views, Paminga tracks the <strong>time spent on each page</strong>.<br>This changes everything.</p><p>A visitor who spends fifteen minutes on your website shows a very different level of interest compared to someone who leaves after a few seconds.<br>This data can be used to refine scoring models and trigger much more relevant campaigns.</p><h2>Native UTM tracking</h2><p>UTM parameters included in URLs are captured automatically by Paminga.<br>They are linked to both visits and form submissions, without any specific setup.</p><p>The result is simpler campaign tracking and more reliable marketing insights.</p><h2>Content download tracking</h2><p>Paminga allows you to host your PDF files directly on its servers.<br>When a visitor clicks on a call-to-action leading to a document, the download is detected and recorded.</p><p>This action appears in the contact timeline.<br>It can be used in scoring rules or as a trigger for automated campaigns.</p><p>A simple but powerful engagement signal.</p><h2>Frictionless video tracking</h2><p>Paminga also tracks video consumption on your website.<br>YouTube, Vimeo, Vistia, and Vidyard are supported.</p><p>You can see whether a video was watched up to 25%, 50%, 75%, or more.<br>This gives you far more insight than a simple “video played” event.</p><p>These signals can be used to personalize follow-ups and improve engagement timing.</p><h2>A consolidated view of website traffic</h2><p>Paminga provides a dedicated dashboard for website visitors, both anonymous and known.<br>When an IP address is recognized, visits can even be associated with a company.</p><p>This is especially valuable in an account-based approach.<br>Seeing a strategic account spend significant time on your website is often a strong buying signal.</p><h2>Key takeaway</h2><p>With Paminga, web tracking goes far beyond basic reporting.<br>It becomes a core activation engine for your marketing automation strategy.</p><p>More signals.<br>More precision.<br>And better engagement, exactly when it matters.</p> 2025-12-22T14:17:08+00:00 yes 221 Paminga Tips marketing automation paminga paminga tips https://videos-en.merlinleonard.com/paminga-tips-02-your-creativity https://videos-en.merlinleonard.com/v.ihtml/player.html?photo_id=119207565 https://videos-en.merlinleonard.com https://videos-en.merlinleonard.com/64968568/119207565/a593901342aa06563ad427ca8bb3f85e/small/paminga-tips-02-your-creativity-thumbnail.jpg Paminga Tips #02 - your creativity unleashed with Paminga forms <p>Forms sit at the very heart of any marketing automation strategy.<br>Yet in many platforms, they remain a constant compromise between functional limitations, custom scripts, and CSS workarounds that quickly become hard to maintain.</p><p>With Paminga, I rediscovered something that has become quite rare:<br>👉 <strong>forms that are both very easy to use and genuinely powerful</strong>, without relying on custom code or fragile technical setups.</p><p>In this second <em>Paminga Tip</em>, I will walk you through Paminga forms from a very practical, hands-on perspective.</p><h2>Clear access to forms… and even clearer access to submissions</h2><p>Forms are available in the <strong>Marketing Center</strong>, where you immediately find:</p><ul><li><p>the list of all existing forms</p></li><li><p>the full history of <strong>form submissions</strong></p></li></ul><p>Each submission displays:</p><ul><li><p>the submission date</p></li><li><p>the completion status</p></li><li><p>direct access to the contact record</p></li></ul><p>On each contact profile, a dedicated tab shows <strong>all forms filled over time</strong>, which is extremely valuable to understand the real conversion journey.</p><p>Another key point worth highlighting:<br>👉 <strong>UTM parameters are captured natively</strong>, with no specific configuration required, and are associated with:</p><ul><li><p>the form submission</p></li><li><p>the website visit</p></li></ul><p>You also get access to <strong>page and session duration</strong>, providing a much deeper level of insight into engagement.</p><h2>Native multi-page forms, without code</h2><p>One of the first features that stands out:<br>👉 <strong>multi-page forms are native in Paminga</strong>.</p><p>You can:</p><ul><li><p>create as many pages as needed</p></li><li><p>start from a template or from scratch</p></li><li><p>add rows and define the number of columns per row</p></li></ul><p>Each column can then host the desired fields.<br>This approach makes it easy to design longer, more structured forms while keeping a smooth user experience.</p><p>Partial submissions can also be recorded, which is especially useful for complex forms.</p><h2>Native multilingual forms, done right</h2><p>Another major strength: <strong>multilingual support is fully native</strong>.</p><p>A single form can handle multiple languages.<br>Paminga allows you to translate:</p><ul><li><p>texts</p></li><li><p>labels</p></li><li><p>fields</p></li><li><p>placeholders</p></li><li><p>error messages</p></li><li><p>steps (steppers)</p></li></ul><p>When embedding the form on your website, you can:</p><ul><li><p>let Paminga automatically adapt to the browser language</p></li><li><p>or force a specific language via a simple embed variable</p></li></ul><p>Result:<br>👉 <strong>one form, multiple languages, no duplication, no maintenance overhead</strong>.</p><h2>One consistent editor across the entire platform</h2><p>The form builder relies on a very clear hierarchy:</p><ul><li><p>container</p></li><li><p>sections</p></li><li><p>rows</p></li><li><p>elements (fields, text, buttons…)</p></li></ul><p>This structure is exactly the same for:</p><ul><li><p>forms</p></li><li><p>landing pages</p></li><li><p>emails</p></li></ul><p>Once you understand the editor, you can design everything consistently across the platform.</p><p>Each element can be:</p><ul><li><p>moved via drag &amp; drop</p></li><li><p>edited precisely</p></li><li><p>cloned</p></li><li><p>saved into a template library for reuse</p></li></ul><h2>Brand Kits and fine-grained design control</h2><p><strong>Brand Kits</strong> allow you to apply a complete visual identity:</p><ul><li><p>colors</p></li><li><p>styles</p></li><li><p>light and dark variations</p></li></ul><p>You can then deviate from the Brand Kit if needed.<br>You can also choose to let the website handle the CSS, or fully control styling directly within Paminga.</p><p>At every level (container, section, row, element), you have access to:</p><ul><li><p>width</p></li><li><p>margins</p></li><li><p>padding</p></li><li><p>backgrounds</p></li><li><p>borders</p></li><li><p>border radius</p></li></ul><h2>Display conditions at every level</h2><p>This is where Paminga clearly differentiates itself.</p><p>Display conditions can be applied to:</p><ul><li><p>fields</p></li><li><p>rows</p></li><li><p>entire sections</p></li></ul><p>Conditions can be based on:</p><ul><li><p>form field values</p></li><li><p>database fields (when the contact is recognized)</p></li><li><p>UTM parameters</p></li><li><p>device</p></li><li><p>overall context</p></li></ul><p>For example:</p><ul><li><p>show a “State” field only if the country is “United States”</p></li><li><p>display a GDPR-related section only if the preference center has not been completed</p></li></ul><p>This enables <strong>true dynamic form experiences</strong>, far beyond simple field-level show/hide logic.</p><h2>Native progressive profiling and prefill</h2><p>Paminga provides:</p><ul><li><p><strong>progressive profiling</strong></p></li><li><p><strong>cookie-based prefill</strong></p></li></ul><p>These features work <strong>natively on your website</strong>, not only on hosted landing pages.</p><p>A few important notes:</p><ul><li><p>progressive profiling applies to single-page forms</p></li><li><p>you simply define how many empty fields are displayed on each visit</p></li></ul><p>No external scripts are required.</p><h2>A very comprehensive set of field types</h2><p>Paminga forms cover all modern needs:</p><ul><li><p>standard fields (text, email, phone…)</p></li><li><p>checkboxes</p></li><li><p>date / datetime</p></li><li><p>confirmation fields</p></li><li><p>multi-select</p></li><li><p>yes / no</p></li><li><p>ratings</p></li><li><p>subscription management blocks</p></li><li><p>native captcha</p></li><li><p><strong>native file upload with drag &amp; drop</strong></p></li></ul><p>Picklists can be defined directly in the database and are automatically available when adding a field, with multilingual support if needed.</p><h2>Extremely rich post-submission logic and actions</h2><p>After form submission, Paminga offers very granular control over the experience.</p><p>Possible outcomes</p><ul><li><p>fully customizable thank-you message</p></li><li><p>redirection to a URL</p></li><li><p>conditional outcomes based on context (e.g. subscription status)</p></li></ul><p>Available actions</p><ul><li><p>send an autoresponder email</p></li><li><p>add or remove from lists</p></li><li><p>manage subscription lists</p></li><li><p>update field values</p></li><li><p>update scoring</p></li><li><p>set lead stage</p></li><li><p>send internal notifications (Slack, for example)</p></li><li><p>sync with Salesforce</p></li><li><p>create an opportunity</p></li><li><p>trigger a webhook or Zap</p></li><li><p>push events to the data layer (Google Tag Manager)</p></li><li><p>sunset or unsunset contacts</p></li><li><p>register and check in contacts for events</p></li></ul><p>Actions can be:</p><ul><li><p>unconditional</p></li><li><p>or conditional</p></li></ul><p>👉 And most importantly, they are <strong>directly attached to the form</strong>, without necessarily relying on external workflows.</p><h2>My field perspective</h2><p>After designing and maintaining <strong>many forms across different platforms and contexts</strong>, my conclusion is straightforward:</p><blockquote><p>Paminga forms are among the most complete I have worked with in a long time, while remaining readable, consistent, and fast to deploy.</p></blockquote><p>You can clearly feel:</p><ul><li><p>a product designed by people who understand real-life marketing constraints</p></li><li><p>a platform that evolves quickly</p></li><li><p>a strong focus on aligning marketing, data, and user experience</p></li></ul><p>I already have a few ideas for future improvements…<br>and given the pace at which Paminga is evolving, I am confident we will see them soon.</p><p>👉 <strong>See you very soon for the next Paminga Tip.</strong></p> 2025-12-02T16:04:43+00:00 yes 701 Paminga Tips customer experience customer journeys paminga paminga tips https://videos-en.merlinleonard.com/paminga-tips-01-salesforce https://videos-en.merlinleonard.com/v.ihtml/player.html?photo_id=119036498 https://videos-en.merlinleonard.com https://videos-en.merlinleonard.com/64968560/119036498/2809407bbe90918cfcc665474dc4988a/small/paminga-tips-01-salesforce-thumbnail.jpg Paminga Tips #01 - Salesforce integration - finally simple, clean, and manageable with Paminga <p>Marketing automation is undergoing a minor revolution... and it's called <strong>Paminga</strong>.<br>For the past few weeks, I've been exploring this solution, which is based on a simple promise: <em>do marketing automation, but do it well</em>.<br>Fast, intuitive, modern—and above all, focused on the essentials.</p><p>To kick off this new series of <strong>Paminga Tips</strong>, I wanted to start with a fundamental topic in any marketing automation project:<strong> synchronization with CRM.</strong><br>And naturally, the first area to explore is <strong>Paminga ⇄ Salesforce integration</strong>.</p><p><strong>Why is CRM synchronization still a critical issue?</strong></p><p>For a marketing team, the quality of CRM mapping is a bit like the framework of Camelot: if it's shaky, everything collapses.<br>Inconsistent data, duplicates, useless fields galore, workflows that go off the rails...<br>Anyone who has ever worked with Marketo/Salesforce synchronization (or similar) knows what I'm talking about.</p><p>A good integration should allow you to:</p><ul><li><p>maintain control over incoming and outgoing data,</p></li><li><p>limit unnecessary fields,</p></li><li><p>avoid polluting the marketing database,</p></li><li><p>offer true freedom in managing fields and picklists,</p></li><li><p>and, of course, align marketing and sales with shared, reliable data.</p></li></ul><p>This is precisely where Paminga pleasantly surprises.</p><h2><strong>Game-changing features in Paminga</strong></h2><p>After analyzing the integration, here are the points that are definitely worth noting.</p><p><strong>1. No need to create a dedicated user in Salesforce</strong></p><p>Paminga connects with an existing user.<br>Rights management can then be refined <strong>directly in Paminga</strong>.</p><p>You can still have a dedicated user with a dedicated profile and role in Salesforce to reassure the CRM admin. But it's not mandatory.</p><p>➡️ Result: less friction on the IT side, faster deployment, controlled security.</p><p><strong>2. You choose exactly which Salesforce objects to synchronize</strong></p><p>Accounts? Contacts? Leads? Custom Objects?<br>Everything is optional.</p><p>➡️ Synchronization that imposes nothing and adapts to your data model.</p><p><strong>3. Field mapping is clear, clean, and... under control</strong></p><p>When Paminga connects to Salesforce, it displays the list of fields visible to the connected user.<br>And most importantly:</p><ul><li><p><strong>Nothing is mapped by default</strong>, except for essential fields.</p></li><li><p>You can <strong>rename</strong> fields in Paminga, even if they are in use.</p></li><li><p>You can even <strong>delete</strong> fields—without breaking the instance.</p></li></ul><p>➡️ No more useless field catalogs cluttering up the marketing tool.</p><p><strong>4. Creating Company fields directly in Paminga</strong></p><p>You can enrich the Account/Company object from Paminga:<br>new fields, picklist fields, checkboxes, etc.</p><p>➡️ No more need for support.<br>➡️ No more need to go to three different menus.</p><p><strong>5. Creating fields from the mapping screen (yes, really)</strong></p><p>From the mapping, you can:</p><ul><li><p>automatically detect the Salesforce field type (date, text, picklist, etc.),</p></li><li><p>create the corresponding field in Paminga,</p></li><li><p>and map it with a single click.</p></li></ul><p>➡️ A real productivity boost for operations teams.</p><p><strong>6. Total control over update permissions</strong></p><p>For each field:</p><ul><li><p>Salesforce → updates Paminga,</p></li><li><p>Paminga → updates Salesforce,</p></li><li><p>or both.</p></li></ul><p>➡️ The granularity that many have been waiting for but never saw coming.</p><p><strong>7. Management of value lists on the Paminga side</strong></p><p>Paminga allows you to create and manage <strong>value lists</strong> to lock in the values allowed for certain fields.</p><p>➡️ Ideal for controlled picklists (Source, Industry, Segment, etc.)<br>➡️ Fewer human errors.<br>➡️ Greater data consistency.</p><p><strong>8. Significant bonus: Paminga can update Account fields in Salesforce</strong></p><p>A capability that Marketo never had.<br>Very useful when collecting company information in a form.</p><h2>🎥 <strong>Full video demonstration</strong></h2><p>In the video, I show you step by step:</p><ul><li><p>how the integration works,</p></li><li><p>how to map your fields properly,</p></li><li><p>how to create fields from Paminga,</p></li><li><p>how to define update rules,</p></li><li><p>and what this means in practical terms for your marketing operations.</p></li></ul><h2><strong>Conclusion: integration designed for marketers... really</strong></h2><p>It's clear that Salesforce integration was designed by someone who has suffered in life.<br>Clean data, simple mappings, flexible permissions—it's all there.</p><p>And this is only the first episode.</p><p>In the next Paminga Tips, I'll show you how to integrate the Paminga iframe into Salesforce to provide marketing data directly to sales teams.</p><p>In the meantime, if you want a modern, fast, simple marketing automation solution that's powerful enough to support advanced strategies...<br>Paminga is worth a look.</p><p>And as Merlin would say, “<em>A good spell always starts with a good ingredient: clean data</em>.”</p><p></p> 2025-11-27T13:38:50+00:00 yes 633 Paminga Tips data quality marketing automation marketing stack paminga paminga tips sales marketing alignment https://videos-en.merlinleonard.com/demandbase-tip-02-the https://videos-en.merlinleonard.com/v.ihtml/player.html?photo_id=117616163 https://videos-en.merlinleonard.com https://videos-en.merlinleonard.com/64968556/117616163/77a85fa131263de165cd7d0b6a67cd51/small/demandbase-tip-02-the-thumbnail.jpg Demandbase Tip #02 - the Qualification Score or how to identify the most promising accounts 2025-10-21T17:20:42+00:00 yes 266 Demandbase Tips demandbase sales marketing alignment scoring https://videos-en.merlinleonard.com/demandbase-tip-01-create-your https://videos-en.merlinleonard.com/v.ihtml/player.html?photo_id=117247089 https://videos-en.merlinleonard.com https://videos-en.merlinleonard.com/64968560/117247089/cd7ccdbb2cbaafc42d977c6633ff051a/small/demandbase-tip-01-create-your-thumbnail.jpg Demandbase Tip #01 - Create your target account list <h1>🎯 How to build your target account list in Demandbase</h1><p>You can have the best content and the best campaigns, but if you're not targeting the right accounts, your efforts will fall flat.</p><p>That's the whole point of an <strong>Account-Based Marketing (ABM)</strong> strategy: focusing on companies that really have business potential, not on the volume of leads.</p><p>In this first episode of the <em>Demandbase Tips</em> series, I'll show you how to <strong>create your Target Account List</strong> directly in Demandbase — the starting point for any successful ABM approach.</p><h2>Why the Target Account List is the cornerstone of your ABM strategy</h2><p>In ABM, we no longer seek to attract as many contacts as possible to fill a funnel.</p><p>We do the opposite:</p><p>🎯 <strong>we choose the strategic accounts to target and stick with them</strong> throughout the customer journey.</p><p>This approach has three major advantages:</p><ul><li><p>It aligns marketing and sales on the same target.</p></li><li><p>It eliminates “off-target” actions and improves ROI.</p></li><li><p>It increases the average transaction size and speed of signing.</p></li></ul><h2>Step 1 – Start with your existing accounts</h2><p>The first source of truth is your <strong>CRM</strong>.</p><p>Import your already identified accounts into Salesforce or HubSpot: they form your working base.</p><p>Demandbase automatically synchronizes this data and enriches it to facilitate your targeting.</p><h2>Step 2 – Define your ideal customer profile</h2><p>Once your accounts have been imported, refine your <strong>Ideal Customer Profile (ICP)</strong> using the available firmographic filters:</p><ul><li><p>Company size</p></li><li><p>Industry</p></li><li><p>Location</p></li><li><p>Revenue</p></li></ul><p>These criteria allow you to isolate the companies that best match your target market.</p><h2>Step 3 – Prioritize with the <em>Qualification Score</em></h2><p>This is where Demandbase makes the difference.</p><p>The Qualification Score is a predictive score calculated by AI, ranging from 0 to 100, which measures how similar an account is to your best customers.</p><p>For example, a score of 80 means that the account shares most of the characteristics of your current customers—and therefore has a high probability of purchasing.</p><p>Filter accounts above a certain threshold (e.g., 70 or 75) to focus your efforts where the potential is strongest.</p><h2>Step 4 – Identify accounts “in the market” with intent data</h2><p>Another strength of Demandbase is its <strong>intent data</strong>.</p><p>It allows you to identify accounts that are currently actively researching your topics.</p><p>For example, if you sell a marketing automation solution, you can detect companies that are reading articles about Marketo, ABM, or Lead Scoring.</p><p>These accounts are your hot opportunities: they show real and immediate interest.</p><h2>Step 5 – Save, share, and track your list</h2><p>Once your list is ready, save it as a <strong>dynamic list</strong>.</p><p>It will update automatically as soon as an account meets (or no longer meets) your criteria.</p><p>Then, share this list with sales directly from Demandbase, or sync it with Salesforce for perfect alignment.</p><p>Finally, subscribe to the list to receive weekly updates on your accounts.</p><h2>Best practices</h2><p>✔️ <strong>Update your list of key accounts every quarter.</strong></p><p>✔️ <strong>Always work with sales</strong> to validate the relevance of accounts.</p><p>✔️ <strong>Combine firmographics, predictive, and intent data</strong> to get a complete view of your market.</p> 2025-10-09T16:16:18+00:00 yes 365 Demandbase Tips abm demandbase sales marketing alignment https://videos-en.merlinleonard.com/why-your-mqls-are-not-enough https://videos-en.merlinleonard.com/v.ihtml/player.html?photo_id=117148744 https://videos-en.merlinleonard.com https://videos-en.merlinleonard.com/64968575/117148744/34ef9aab1c64fe85b699ce7b7352dc01/small/why-your-mqls-are-not-enough-thumbnail.jpg Why your MQLs are not enough anymore - MOH 2025 09 26 <h2><strong>You've invested in marketing automation... but is that enough?</strong></h2><p>You've deployed Marketo, built your nurturing scenarios, set up your scoring, and aligned your campaigns.</p><p>Your reports show rising MQLs, and your workflows are running like clockwork.</p><p><strong>Well done.</strong></p><p>But is that really enough to generate business?</p><p>Not quite.</p><p>Most B2B marketing departments face the same problem: despite a well-stocked lead pipeline, sales are struggling to convert. It's the modern marketing blues.</p><p>And it's not a technical execution problem: it's a <strong>model</strong> problem.</p><h2><strong>The problem with the traditional funnel</strong></h2><p>The classic funnel (Visitor → Lead → MQL → SQL → Opportunity) was designed to simplify a much more complex reality.</p><p>And we made the convenient assumption that purchasing decisions were linear and individual.</p><p>Suddenly, everything became simpler:</p><ul><li><p>Creating tracking metrics,</p></li><li><p>Evaluating marketing performance,</p></li><li><p>Setting volume targets.</p></li></ul><p>But by simplifying, <strong>the model became reality</strong> in many companies:</p><p>exclusive focus on MQLs, pressure on quotas, and volume targets disconnected from the real business.</p><p>However, modern B2B does not work that way.</p><p>Today, a B2B purchase involves <strong>several decision-makers</strong>, often from different departments, and <strong>70% of the purchasing journey</strong> takes place without direct contact with your teams.</p><p>The result:</p><ul><li><p>The MQL represents only a <strong>fragment of the account</strong>,</p></li><li><p>and the traditional funnel no longer reflects <strong>the reality of the purchasing journey</strong>.</p></li></ul><h2><strong>Limitation #1: Too much volume, not enough focus</strong></h2><p>Marketing automation has made it possible to generate a lot of leads. Too many, sometimes.</p><p>Hundreds of MQLs are generated, but only a handful are truly strategic accounts.</p><p>This discrepancy creates noise: sales teams spend their time sorting through leads instead of focusing on the right accounts.</p><p>“We have too many MQLs and not enough customers.”</p><p>This is a phrase often heard in organizations with mature marketing automation programs.</p><h2><strong>Limitation #2: MQLs arrive too late</strong></h2><p>“80% of buyers choose a brand they already know.”</p><p>(<em>The Day One List, Bain &amp; Company</em>)</p><p>When a contact reaches MQL status, they are often <strong>already well advanced in their journey</strong>.</p><p>Signs of interest—searches, page visits, interactions—have been visible for weeks, but have not been exploited.</p><p>As a result, marketing <strong>reacts</strong> instead of anticipating.</p><p>Buyers have already shortlisted their options, sometimes even choosing a competitor.</p><p>You're coming into the conversation <strong>too late</strong>.</p><h2><strong>Limitation #3: Lack of alignment between Marketing and Sales</strong></h2><p>Sales says, “These leads aren't good.”</p><p>Marketing responds, “But they meet our MQL criteria.”</p><p>Both are right.</p><p>But each is working according to a different logic:</p><ul><li><p>Marketing thinks in terms of individual leads,</p></li><li><p>Sales thinks in terms of accounts and opportunities.</p></li></ul><p>This structural misalignment explains why the <strong>MQL → opportunity</strong> conversion rate remains low, despite all the automation efforts.</p><h2><strong>The necessary transition to ABM</strong></h2><p>This is where <strong>Account-Based Marketing (ABM)</strong> comes in.</p><p>ABM offers a radically different approach: <strong>moving from lead to account</strong>.</p><p>Rather than seeking to generate more and more leads, ABM focuses on:</p><ul><li><p><strong>Strategic accounts</strong>, those that really matter to the business,</p></li><li><p><strong>Signals of intent</strong>, to detect the right moment for action,</p></li><li><p>And <strong>orchestration between marketing and sales</strong>, to send the right message to the right people.</p></li></ul><h2><strong>Lead funnel vs. account funnel</strong></h2><p>In a lead-based funnel, each contact progresses on its own.</p><p>In an account-based funnel, it is <strong>the entire account</strong> that advances in its journey.</p><p>Lead-Based Approach ←&gt; Account-Based Approach</p><p>Unit = individual ←&gt; Unit = account</p><p>Objective = volume ←&gt; Objective = relevance</p><p>Individual scoring ←&gt; Collective scoring (Intent + Engagement)</p><p>Marketing pushes leads ←&gt; Marketing and sales work together</p><p>Measurement = MQL ←&gt; Measurement = account progress</p><p>This shift changes everything: marketing becomes a <strong>strategic partner in business development</strong>.</p><h2><strong>Key concepts of ABM</strong></h2><ol><li><p><strong>Target Account List (TAL)</strong>A list of priority accounts defined jointly with sales.</p></li><li><p><strong>Intent Data</strong>Analysis of search signals to detect accounts “in the market.”</p></li><li><p><strong>Buying Groups</strong>Purchasing committees to be identified, mapped, and engaged collectively.</p></li><li><p><strong>Personalization</strong>Adapting the message and campaigns to the reality of each account.</p></li></ol><h2><strong>ABM + Marketing Automation: a powerful combination</strong></h2><p>Good news: everything you've built with your marketing automation tool (Marketo, Eloqua, HubSpot, etc.) <strong>remains useful</strong>.</p><p>ABM does not replace your existing stack: it <strong>guides and reinforces</strong> it.</p><ul><li><p><strong>Marketing Automation</strong> = the execution engine (nurturing, email, campaigns, scoring)</p></li><li><p><strong>ABM</strong> = the navigation system (targeting, timing, alignment, strategy)</p></li></ul><p>Marketo + ABM is like a powerful engine with smart GPS.</p><p>By combining the two, you move from volume-oriented marketing to <strong>value-oriented</strong> marketing.</p><h2><strong>In conclusion</strong></h2><p>Your MQLs aren't dead, but they need to evolve.</p><p>MQLs remain a useful indicator, but they can no longer be the sole compass for B2B marketing.</p><p>What matters now is the <strong>progress of strategic accounts</strong> in their buying cycle.</p><p>That's the purpose of this new series of <em>Marketing Office Hours</em>: to help marketers move from volume-driven to value-driven management.</p> 2025-10-07T10:08:20+00:00 yes 1471 Marketo Office Hours abm marketing automation marketing strategy marketo office hours sales marketing alignment https://videos-en.merlinleonard.com/moh-2025-06-19-quel-martech-stack https://videos-en.merlinleonard.com/v.ihtml/player.html?photo_id=113973455 https://videos-en.merlinleonard.com https://videos-en.merlinleonard.com/64968566/113973455/b803a980ead43bdf5494693321fdbecf/small/moh-2025-06-19-quel-martech-stack-thumbnail.jpg MOH 2025 06 19 - Quel Martech Stack choisir pour sa stratégie ABx 2025-06-25T16:12:44+00:00 yes 3170 Marketo Office Hours https://videos-en.merlinleonard.com/b2b-marketing-tip-01-exploit-the https://videos-en.merlinleonard.com/v.ihtml/player.html?photo_id=111567917 https://videos-en.merlinleonard.com https://videos-en.merlinleonard.com/64968569/111567917/360a7472b32216f91c86afd91bc3b837/small/b2b-marketing-tip-01-exploit-the-thumbnail.jpg B2B Marketing Tip #01 - Exploit the full potential of your customer accounts with hierarchy <p><strong>Do you have a list of accounts? Very good. But do you have a hierarchy of accounts?</strong></p><p>In your tools, you probably have a <strong>database of accounts that is well filled</strong>, segmented, tagged, perhaps even rated with a score. But are these accounts <strong>linked to each other</strong>?<br>In other words, does <strong>your CRM include the relationships between parent companies, subsidiaries, BUs, countries?</strong></p><p>If this is not the case, you are missing out on one of the most powerful levers of B2B marketing and sales.</p><h2>🚨 The problem: a too-flat view of the account</h2><p>In reality, your customers are rarely simple entities.<br>They are <strong>groups</strong>: sometimes multi-country, often multi-BU, almost always multi-opportunity.</p><p>And yet, your tools (CRM, MAP, ABM, etc.) often treat them as:</p><ul><li><p><strong>Orphan accounts</strong>, without context,</p></li><li><p><strong>Isolated prospects</strong>, without relationship,</p></li><li><p><strong>Underexploited customers</strong>, when other subsidiaries could buy.</p></li></ul><p>Result:</p><ul><li><p>Marketing misses the mark,</p></li><li><p>Sales lacks strategic mapping,</p></li><li><p>Scores are based on incomplete data,</p></li><li><p>Opportunities go under the radar.</p></li></ul><h2>🎯 The solution: structure the account hierarchy</h2><p>What this changes immediately:</p><ul><li><p>You see <strong>who belongs to what</strong>: Group, BU, Subsidiary, etc.</p></li><li><p>You detect <strong>blank areas</strong> (non-customer subsidiaries),</p></li><li><p>You adapt your campaigns and your ABM strategy <strong>at the right level</strong>,</p></li><li><p>You finally have <strong>consolidated management</strong> (turnover, margin, overall status, etc.).</p></li></ul><p>Concrete example:</p><p>Subsidiary A is a customer → you target subsidiary B more intelligently.<br>The group as a whole becomes a priority account.<br>And you can measure what it <strong>really brings in</strong> over time.</p><h2>🛠️ How do you structure this hierarchy?</h2><ol><li><p><strong>Identify the group head</strong>: a <code>Group Head</code> field may suffice.</p></li><li><p><strong>Create parent-child links</strong> in your CRM.</p></li><li><p><strong>Clean up the names</strong>: avoid duplicates, harmonize.</p></li><li><p><strong>Handle exceptions</strong> (such as joint ventures) with specific or separate rules.</p></li><li><p><strong>Feed from reliable databases</strong>: Dun &amp; Bradstreet, <a target="_blank" rel="noopener noreferrer nofollow" href="http://Société.com">Société.com</a>, etc.</p></li></ol><h2>📊 And then? Automate the right indicators</h2><p>Once the structure is in place:</p><ul><li><p><strong>Account status</strong> (Dormant, MQA, Opportunity, Customer, etc.)</p></li><li><p><strong>Products/services purchased</strong></p></li><li><p><strong>Revenue generated</strong></p></li><li><p><strong>Gross margin</strong> (if available)</p></li></ul><p>These indicators must be:</p><ul><li><p><strong>Calculated automatically</strong>,</p></li><li><p><strong>Updated regularly</strong>,</p></li><li><p><strong>Reported at group level</strong>, then distributed to the BUs if necessary.</p></li></ul><h2>🤖 Why is this key for your scoring models?</h2><p>Because a good score is not just “this account opens emails”.<br>It is:</p><ul><li><p>This account is in a group where we already sell,</p></li><li><p>It has a solid purchase history,</p></li><li><p>It generates an attractive margin.</p></li></ul><p><strong>This is where we want to invest time, resources and marketing.</strong></p><h2>✅ In summary</h2><p><strong>Without a hierarchy</strong>, you are flying blind.<br><strong>With a hierarchy</strong>, you:</p><ul><li><p>Sell faster,</p></li><li><p>Target more accurately,</p></li><li><p>And you focus on the right accounts.</p></li></ul><h2>Need help structuring your database?</h2><p>At <strong>Merlin/Leonard</strong>, we help B2B companies to:</p><ul><li><p>Create a reliable hierarchy in their CRM,</p></li><li><p>Automate the right KPIs,</p></li><li><p>And use it as a real lever for their ABM strategy.</p></li></ul> 2025-04-01T14:57:02+00:00 yes 536 B2B Marketing Tips ABM data quality kpi marketing marketing automation scoring https://videos-en.merlinleonard.com/boost-your-mql-conversions-with https://videos-en.merlinleonard.com/v.ihtml/player.html?photo_id=108532455 https://videos-en.merlinleonard.com https://videos-en.merlinleonard.com/64968579/108532455/e26ca2a5a0d752f2d6af0beed4c0479c/small/boost-your-mql-conversions-with-thumbnail.jpg Boost your MQL conversions with Sypher AI - MOH 2024 12 13 <p>Are MQLs stagnating in your pipeline? Are you losing opportunities? Traditional scoring methods quickly reach their limits.</p> <p>With <strong>Sypher</strong>, artificial intelligence integrates with your tools (Marketo, Salesforce) and reinvents your pipeline. It adjusts your scoring in real time, identifies opportunities and proposes the <strong>best actions</strong> for each prospect. Result: <strong>+20% MQL conversion rate</strong>.</p> <ul><li><p>00:00 Introduction</p> </li><li><p>01:56 Next Best Actions presentation</p> </li><li><p>09:32 AI lead Scoring and Ideal ICP</p> </li><li><p>20:39 Integration with SFDC &amp; Marketo</p> </li><li><p>23:51 Results</p> </li><li><p>26:46 The new role of Marketing</p> </li><li><p>28:32 How does a Sypher project unfold?</p> </li><li><p>31:43 the AI learning curve</p> </li><li><p>35:44 Pricing</p> </li><li><p>38:23 Sécurité et Data</p> </li><li><p>40:15 Conclusion </p> </li></ul><h2><strong>Why classic scoring is no longer enough</strong></h2><p><strong>Current limitations</strong></p> <ul><li><p>Manual scoring is rigid and often obsolete.</p> </li><li><p>Key signals go unnoticed.</p> </li><li><p>You lose time and opportunities.</p> </li></ul><p><strong>AI changes the game</strong></p> <p>Sypher learns from your existing data and continuously analyzes it. It :</p> <ul><li><p>Identifies conversion signals.</p> </li><li><p>Prioritizes high-potential prospects.</p> </li><li><p>Adapts to each stage of the pipeline.</p> </li></ul><h2><strong>Sypher: connected to your tools</strong></h2><p><strong>Quick and easy integration</strong></p> <p>Sypher connects easily to Marketo, Salesforce and other CRMs via API. No need to reconfigure everything.</p> <p><strong>Results first thing in the morning</strong></p> <p>Sypher organizes your leads automatically:</p> <ul><li><p><strong>Re-engagement</strong>: recently active prospects.</p> </li><li><p><strong>Reactivation</strong>: forgotten opportunities.</p> </li><li><p><strong>Activation</strong>: MQLs ready for sales.</p> </li></ul><h2><strong>Features that transform your conversions</strong></h2><p><strong>1.</strong> <strong>Dynamic Scoring</strong></p> <p>Sypher analyzes your contacts, companies and behaviors (emails opened, content consulted, web visits). It assigns a precise score that's always up to date.</p> <p><strong>2.</strong> <strong>Recommended actions (NBA)</strong></p> <p>Sypher suggests the <strong>next best action</strong> for each prospect. Example:</p> <ul><li><p>Your prospect is blocked.</p> </li><li><p>Sypher recommends relevant content, such as a webinar replay.</p> </li><li><p>In one click, you add it to a Marketo campaign.</p> </li></ul><p><strong>3.</strong> <strong>Reactivate dormant leads</strong></p> <p>Your CRM is full of forgotten contacts. Sypher identifies them, sorts them and reactivates them with targeted actions. You get back untapped business.</p> <h2><strong>Better collaboration between marketing and sales</strong></h2><p><strong>Sypher aligns your teams</strong></p> <p>It streamlines collaboration between marketing and sales:</p> <ul><li><p>Sales receives prioritized leads.</p> </li><li><p>Marketing targets better thanks to precise insights.</p> </li></ul><p><strong>A more effective strategy</strong></p> <p>AI enables marketing to :</p> <ul><li><p>Identify content that works.</p> </li><li><p>Automate the most effective actions.</p> </li></ul><h2><strong>Why Sypher?</strong></h2><p><strong>1.</strong> <strong>Simplicity</strong></p> <ul><li><p>Fast connection.</p> </li><li><p>Intuitive to use.</p> </li></ul><p><strong>2.</strong> <strong>Data enrichment</strong></p> <p>Sypher completes your databases with key information: role, company size, location.</p> <p><strong>3.</strong> <strong>Security and compliance</strong></p> <ul><li><p>Data stored on European servers.</p> </li><li><p>Secure machine learning, without public tools like ChatGPT.</p> </li></ul><h2><strong>Conclusion</strong></h2><p>Sypher boosts your conversions and accelerates your pipeline:</p> <ul><li><p><strong>+20% conversion rate for MQLs</strong>.</p> </li><li><p>Dynamic scoring, always relevant.</p> </li><li><p>Dormant prospects reactivated.</p> </li></ul><p>Switch to a modern, efficient approach to marketing automation.</p> <p><strong>Watch the demo</strong></p> <p>Want to see Sypher in action? Check out our full demo at the Marketo Office Hour.</p> <p><strong>A touch of magic</strong></p> <p>“Sypher is an assistant as precious as a Renaissance genius or a legendary enchanter. Every prospect finds his key moment, every action becomes a lever. Transform your pipeline with Sypher!”</p> 2025-01-02T14:59:09+00:00 yes 2493 Marketo Office Hours marketing automation marketing stack marketing strategy marketo marketo office hours scoring https://videos-en.merlinleonard.com/marketo-tip-31-keeping-your https://videos-en.merlinleonard.com/v.ihtml/player.html?photo_id=107736829 https://videos-en.merlinleonard.com https://videos-en.merlinleonard.com/64968567/107736829/c79910b7f0ef734a96c7fdc0d16c3eaf/small/marketo-tip-31-keeping-your-thumbnail.jpg Marketo Tip #31 - Keeping your reputation intact with the global exclusion list <p></p> 2024-12-16T15:19:46+00:00 yes 395 Marketo Tips email marketing marketing automation marketo marketo tip https://videos-en.merlinleonard.com/marketo-tip-18-personalize-emails https://videos-en.merlinleonard.com/v.ihtml/player.html?photo_id=107548236 https://videos-en.merlinleonard.com https://videos-en.merlinleonard.com/64968575/107548236/5abbe0a15fea964f172fbb1af1d0f00c/small/marketo-tip-18-personalize-emails-thumbnail.jpg Marketo tip #18 - Personalize emails with automatic gender detection 2024-12-10T11:02:35+00:00 yes 373 Marketo Tips data quality email marketing marketing automation marketo marketo tip https://videos-en.merlinleonard.com/marketo-tip-29-creating-fields https://videos-en.merlinleonard.com/v.ihtml/player.html?photo_id=107548144 https://videos-en.merlinleonard.com https://videos-en.merlinleonard.com/64968559/107548144/f12724e6c8bd99e38ab08e5c4d696445/small/marketo-tip-29-creating-fields-thumbnail.jpg Marketo tip #29 - Creating Fields - Keep Marketo Impeccable 2024-12-10T11:01:19+00:00 yes 468 Marketo Tips data quality email marketing marketo marketo tip https://videos-en.merlinleonard.com/marketo-tip-40-fighting-click https://videos-en.merlinleonard.com/v.ihtml/player.html?photo_id=105646451 https://videos-en.merlinleonard.com https://videos-en.merlinleonard.com/64968577/105646451/d49ff560a57f6cefe4a5b3956c167659/small/marketo-tip-40-fighting-click-thumbnail.jpg Marketo tip #40 - Fighting click bots for better deliverability <p>In the world of Merlin/Leonard, the kingdom of marketing is under constant attack. Among the most dangerous invaders are the click bots. These silent infiltrators corrupt your email campaigns, giving you false hope by inflating your click rates and distorting your lead scoring. But just like Arthur in his battle for Camelot, you have a knight to protect your kingdom—Marketo, the valiant defender equipped for click bot detection.</p> <h2>The Click Bot Threat</h2><p>Click bots are like invaders sneaking into your kingdom. They scan the links in your emails, pretending to be real customers. But their actions disrupt your carefully planned campaigns:</p> <ul><li><p><strong>Corrupted Metrics</strong>: Click bots inflate your engagement rates, making it seem like your email is performing better than it actually is.</p> </li><li><p><strong>False Lead Scoring</strong>: These false clicks can boost lead scores for unqualified contacts, distorting your view of who is truly interested.</p> </li><li><p><strong>Unwanted Automation</strong>: They can trigger marketing automation, sending unnecessary emails to contacts based on bot activity, not human interest.</p> </li></ul><p>In the chaos of battle, it becomes difficult to tell which clicks are genuine and which are the work of these digital invaders. That's where <strong>click bot detection in Marketo</strong> comes in.</p> <h2>Marketo: Your Knight Against Click Bots</h2><p>Like Arthur's most trusted knight, Marketo stands ready to defend your campaigns. It’s equipped with powerful tools to identify and block click bots before they can do damage.</p> <ol><li><p><strong>Recognizing the Invaders</strong>: Marketo uses two powerful strategies to detect click bot activity:</p> <ul><li><p><strong>IP Exclusion</strong>: It identifies known bot IP addresses and excludes their clicks from your reports. This ensures your data reflects only real customer actions.</p> </li><li><p><strong>Pattern Recognition</strong>: Marketo can spot suspicious activity. If a series of clicks happens too quickly, it flags them as bot activity, protecting your reports from inflated numbers.</p> </li></ul></li><li><p><strong>Activating Click Bot Detection in Marketo</strong>: Just as Camelot relied on strong defenses, your email system needs the right setup. In the <strong>Admin</strong> section of Marketo, you can enable <strong>Bot Activity Detection</strong> under the <strong>Email</strong> settings. This filters out bot clicks and keeps your reports accurate. Once enabled, you will be able to focus on genuine engagement from real customers.</p> </li><li><p><strong>Cleaning Your Reports</strong>: With <strong>click bot detection in Marketo</strong>, your reports will be cleaner and more reliable. By filtering out bot clicks, you can create smart lists and reports that focus only on human activity. This ensures your lead scoring and automation are based on real customer interest, not false data.</p> </li></ol><h2>Why Click Bot Detection in Marketo Matters</h2><p>Your marketing kingdom thrives when your data is accurate. By using <strong>click bot detection in Marketo</strong>, you protect your email campaigns from inflated metrics and false leads:</p> <ul><li><p><strong>More Accurate Metrics</strong>: With bots excluded, you get a true picture of your email’s performance.</p> </li><li><p><strong>Better Lead Scoring</strong>: Your lead scores will reflect genuine interest, not the false activity of bots.</p> </li><li><p><strong>Effective Automation</strong>: With clean data, your marketing automation will be triggered by real customer behavior, ensuring more effective workflows.</p> </li></ul><h2>Conclusion</h2><p>Arthur won his battles with the right strategy and a team of trusted knights. In your battle against click bots, Marketo is your trusted knight, armed with the tools you need for accurate <strong>click bot detection</strong>. Activate this feature today to secure your email campaigns from the invaders. With Marketo by your side, your marketing kingdom will stand strong and your data will remain pure.</p> <p>Take action now—enable <strong>click bot detection in Marketo</strong> and keep your campaigns free from the trickery of these digital invaders!</p> 2024-10-23T11:44:08+00:00 yes 370 Marketo Tips data quality email marketing kpi marketing marketing automation marketo marketo tip https://videos-en.merlinleonard.com/marketo-tip-46-better-conversion https://videos-en.merlinleonard.com/v.ihtml/player.html?photo_id=105572303 https://videos-en.merlinleonard.com https://videos-en.merlinleonard.com/64968576/105572303/600862dc625f89edfbd92515e0d82613/small/marketo-tip-46-better-conversion-thumbnail.jpg Marketo tip #46 - Better conversion by making a good first impression on the website 2024-10-22T10:37:53+00:00 yes 282 Marketo Tips marketing automation marketo https://videos-en.merlinleonard.com/marketo-tip-58-en-discover-how-ai https://videos-en.merlinleonard.com/v.ihtml/player.html?photo_id=102614098 https://videos-en.merlinleonard.com https://videos-en.merlinleonard.com/64968570/102614098/3cad034e36187bbaffd7f08d53cddeb6/small/marketo-tip-58-en-discover-how-ai-thumbnail.jpg Marketo tip #58 EN - Discover how AI is revolutionizing lead generation with Humanlinker <p>I'm really passionate about personality analysis ;-) With my somewhat extreme MBTI profile (INTJ with three scores close to 10), I’ve often found it challenging to make myself understood. Discovering Humanlinker was a game-changer, as it enables me to write beyond my own personality constraints!</p><p>Personalization is crucial for capturing prospects' attention and converting them into customers. Each of us responds better to communication styles tailored to our personalities. This is where advanced tools like Humanlinker shine.</p><p>In this article, learn how artificial intelligence (AI) can analyze personas, create personalized engagement sequences, and synchronize the results with your CRM, revolutionizing your approach to lead generation.</p><h2>Finally, the ability to use personas in message writing!</h2><p>What do you think of the invitations below?</p><p><strong>Proposal 1:</strong></p><p><i>Hello,</i></p><p><i>You are cordially invited to our upcoming webinar on "The Future of Lead Generation." This will be a valuable opportunity to explore how artificial intelligence can analyze your prospects' personalities, create automated engagement sequences on LinkedIn and by email, and then synchronize these results with your CRM and Marketo.</i></p><p><i>Combining your expertise with these advanced tools can transform your marketing approach.</i></p><p><i>Looking forward to seeing you there,</i></p><p><i>Sylvain</i></p><p><strong>Proposal 2:</strong></p><p><i>Hello!</i></p><p><i>I am pleased to invite you to our upcoming webinar on "The Future of Lead Generation." Together, we will explore how AI can help you identify your prospects' personalities, create fun, automated engagement sequences on LinkedIn and by email, and send the results directly to your CRM and Marketo.</i></p><p><i>This will be a dynamic and interactive session—don't miss this exciting opportunity!</i></p><p><i>See you soon,</i></p><p><i>Sylvain</i></p><p>These two texts convey the same message but target different personality types. Likely, one of these invitations resonated more with you. Each of us has a unique personality and responds better to styles tailored to us.</p><h2>Humanlinker: Personalization and Relevance at Scale</h2><p><strong>A New Marketo Tip</strong></p><p>Learn how to make lead generation relevant and personalized on a large scale. Humanlinker helps your sales reps approach new prospects on LinkedIn rather than through cold email sequences. Here’s what we’ll explore with Humanlinker.</p><p><strong>Introduction to Humanlinker</strong></p><p>Humanlinker is both a LinkedIn plugin and an application. It allows you to create personalized engagement sequences with prospects on LinkedIn, who are more likely to agree to be contacted than through cold emails. People on LinkedIn are generally more receptive to being contacted via this platform.</p><p><strong>Personality Analysis</strong></p><p>When you're on your LinkedIn profile, you’ll see an "Engage" button from Humanlinker. This button lets you view the personality of the contact you're examining, based on the DISC model. You’ll receive a full personality analysis and tips on how to engage with that person: likes, dislikes, and motivations.</p><p><strong>Creating Icebreakers</strong></p><p>Humanlinker allows you to create Icebreakers to engage the person and send a connection request on LinkedIn. The magic of Humanlinker lies in using the detected personality to craft the message. Humanlinker utilizes generative AI to create different messages based on the contact's personality and the described scenario.</p><p><strong>Generating Personalized Messages</strong></p><p>For example, if you schedule a webinar on lead generation, it will link a recent LinkedIn post by the person to your value proposition. You can select and copy the text to engage the person. Humanlinker uses either the person's recent posts, detected business signals, or company posts.</p><p><strong>Creating Complete Campaigns</strong></p><p>You can also generate emails, automatically comment on posts, and create complete engagement campaigns. On your dashboard, you’ll see your open campaigns, opened messages, replies, and a personalization rate showing how well Humanlinker has tailored campaigns to personas.</p><p>You can define the value proposition for each campaign stage, choose the communication genre, and the language. Engagement steps can include LinkedIn comments, connection requests, LinkedIn messages, email follow-ups, etc., all generated automatically by Humanlinker.</p><p><strong>Adding Contacts</strong></p><p>Contacts can be added directly from LinkedIn via the Humanlinker plugin, imported from recommendations, a CSV file, or directly from your connected CRM. Humanlinker enriches contacts with emails, LinkedIn profiles, personalities, firmographics, buy signals, fundraisings, recruitments, investments, partnerships, LinkedIn posts, and web activity.</p><p>This allows you to generate relevant messages based on company news or posts published by the person, and to contact them via LinkedIn or email.</p><p>The contacts are then enriched in your CRM and thus in Marketo, allowing you to continue the campaign in your preferred automation solution.</p><h2><strong>Conclusion</strong></h2><p>I’ll share more at the July 11 webinar. Don’t miss this chance to discover how AI and Humanlinker can transform your lead generation strategy by delivering personalized and effective solutions at scale. Sign up now</p><p>See you soon for another Marketo tip.</p> 2024-07-01T11:56:34+00:00 yes 395 Marketo Tips integration lead generation marketo marketo tip https://videos-en.merlinleonard.com/marketo-tip-57-what-is-a-lead https://videos-en.merlinleonard.com/v.ihtml/player.html?photo_id=101704076 https://videos-en.merlinleonard.com https://videos-en.merlinleonard.com/64968556/101704076/0f0ea44b377dcd0cf16d515ce2d00870/small/marketo-tip-57-what-is-a-lead-thumbnail.jpg Marketo tip #57 - What is a lead? <p></p> 2024-06-06T14:16:00+00:00 yes 441 Marketo Tips customer journeys marketo marketo tip https://videos-en.merlinleonard.com/optimizing-b2b-lead-management https://videos-en.merlinleonard.com/v.ihtml/player.html?photo_id=100980001 https://videos-en.merlinleonard.com https://videos-en.merlinleonard.com/64968555/100980001/456fb42cf95853d5d76cf7c56cc9199d/small/optimizing-b2b-lead-management-thumbnail.jpg Optimizing B2B Lead Management: Lessons from a Real Customer Journey In B2B, a precise understanding of the customer journey is crucial to effective lead management. Mistakes in lead management are often due to misinterpretation of customer needs and behaviors. This article explores a real-life case study of the B2B customer journey and reveals essential strategies for improving lead management.<br><br><ul><li>00:00 Presentation of Cathy's buyer journey</li><li>16:42 Many players are involved</li><li>22:22 Your perception of the customer journey is partial</li><li>24:00 Your prospect will educate himself in one way or another</li><li>25:12 Recognizing and managing the buying group (bis)</li><li>26:02 Recognizing and managing your brand ambassadors</li><li>27:39 Securing the end of the journey</li></ul><div>Full article: <a href="https://merlinleonard.com/en/lessons-from-a-real-life-b2b-customer-journey/" title="Link: https://merlinleonard.com/en/lessons-from-a-real-life-b2b-customer-journey/">https://merlinleonard.com/en/lessons-from-a-real-life-b2b-customer-journey/</a></div><div><br></div><h1>Part One: B2B Customer Journey Analysis</h1><h2>Discovery phase</h2><div>Cathy, a new employee, must quickly learn Marketo. Her supervisor, Peter, is unavailable, so she has to find a local solution. At the same time, she has to launch her first email campaign and quickly realizes that structured training is needed, not just a free online tutorial.</div><div><br></div><div>Key points :</div><ul><li>Transition often triggered by an external event.</li><li>Sensitivity to branded content.</li></ul><h2>Consideration phase</h2><div>Cathy actively explores training options, particularly in French. She consults articles on the Merlin/Leonard website, then chats with a friend, Lucy, who highly recommends their training courses. A retargeting ad leads her to an online quiz that recommends a full training course, capturing her email.</div><div><br></div><div>Key points :</div><ul><li>Need for open-access content.</li><li>Influence of personal recommendations.</li></ul><h2>Decision phase</h2><div>Cathy decides to sign up for Merlin/Leonard training. Peter visits the Merlin/Leonard website to check their credibility, while Cathy's colleague Paul also shows interest. A conference call with Thomas from HR, Peter, and Cathy, results in the decision to train two people via videoconference with a certified trainer.</div><div><br></div><div>Key points :</div><ul><li>Importance of credibility and online reviews.</li></ul><h2>Purchasing process and HR phase</h2><div>Cathy organizes a meeting to discuss the financing of the training. Thomas from HR needs to check that Merlin/Leonard is Qualiopi certified. Francis from Purchasing also has to approve the addition of a new supplier, which can be an obstacle. Vigilance is required until finalization.</div><div><br></div><div>Key points :</div><ul><li>Complexity of post-purchase mechanisms.</li><li>Stay vigilant until the end.</li></ul><h1>Part Two: Six lessons from the B2B customer journey</h1><h2>Diversity of players</h2><div>Each stakeholder has unique needs. Adapting communications is essential.</div><div><br></div><div>Enrich leads from the outset: Identify stakeholder roles as soon as they enter the database, to avoid mistakes.</div><div><br></div><div>Impact on Lead Management reporting: Measure conversion rates correctly, taking needs into account.</div><h2>Partial perception of the customer journey</h2><div>Interconnect all systems for an overall view.<br><br></div><div>Be cautious: Don't systematically trigger emails following an interaction to avoid damaging the experience.</div><div><br></div><h2>Importance of prospect education</h2><div>Provide quality educational content from the outset to build trust.</div><div><br></div><div>Exclusive content: Produce unique and relevant content to attract prospects.</div><h2>Buying Group Management<br></h2><div>Understanding and managing buying groups is crucial.</div><div><br></div><div>Automate buying group constitution: Detect several people from the same company with the same need and group them together.</div><div><br></div><h2>Role of Brand Ambassadors</h2><div>Recognize and promote ambassadors who influence prospects' decisions.</div><div><br></div><div>A dedicated communication channel: Manage a private group for ambassadors on a private social network.</div><div><br></div><h2>Post-decision follow-up</h2><div>Rigorous post-decision follow-up is essential to guarantee success.</div><div><br></div><div>Set up a feedback loop in the CRM: Correct the wrong amounts of opportunities for marketing decisions based on accurate data.</div><div><br></div><h2>Conclusion</h2><div>Cathy's example offers valuable insight into the B2B customer journey. Thoughtful, proactive lead management can better anticipate customers' needs, improve their experience and maximize ROI.</div> 2024-05-22T17:41:36+00:00 yes 1933 Marketo Office Hours marketing automation marketo marketo office hours https://videos-en.merlinleonard.com/breaking-silos-how-marketo-crm https://videos-en.merlinleonard.com/v.ihtml/player.html?photo_id=95745200 https://videos-en.merlinleonard.com https://videos-en.merlinleonard.com/64968560/95745200/4cdd4c133aa200bf2546f6d078ec9f61/small/breaking-silos-how-marketo-crm-thumbnail.jpg Breaking Silos: How Marketo CRM Synchronization Transforms Sales and Marketing Strategies <div>Synchronization between Marketo and a CRM (Customer Relationship Management) system is a crucial aspect of any modern digital marketing strategy, providing an effective means of linking marketing efforts to sales results. In this article, we dive into the nuances of "Marketo CRM synchronization", highlighting its importance, how it works and the benefits it can bring to a business.</div><ul><li>00:00 The end-to-end lifecycle. What happens when you acquire Marketing Automation in CRM? Definition of the Qualification / Enrichment / Conversion / Deduplication processes.</li><li>06:30 The difference between Lead and Contact. Why Marketing prefers to use the Lead to receive information from the Lead.</li><li>08:30 Question: can we send an alert to sales when a lead is converted?</li><li>12:25 The Revenue Cycle Model becomes available when synchronization is implemented.</li><li>13:20 Marketo's Program Analyzer and Revenue Attribution Engine</li><li>15:10 The Opportunity Influence Analyzer</li><li>16:36 How Marketo CRM synchronization works</li><li>18:50 Impact of synchro on Marketo fields</li><li>20:30 Question: I have MS dynamics and some fields are not mapped.</li><li>21:30 Possibility of remapping or merging fields with Marketo support</li><li>22:08 Choice of default synchronization parameters on the Marketo side</li><li>24:25 Marketo iframes to insert into CRMs and Interesting moments</li><li>25:50 Transferring people from MArketo to CRM and the Lead Life Cycle program</li><li>27:20 Filters, triggers and actions possible in CRM from Marketo thanks to synchro</li><li>30:00 Impact of partitions on the lead life cycle and scoring</li><li>31:30 Question: why only one campaign to drive leads to CRM? and key management between Marketo and CRM</li><li>37:48 Question: what happens if a sales rep adds a person to a Salesforce campaign that is synchronized with Marketo?</li><li>41:19 Salesforce - Marketo custom object synchronization - Quizzes example</li></ul><h2>The Crucial Importance of Synchronization<br></h2><div>Marketo CRM synchronization plays a vital role in ensuring that marketing and sales teams work from the same information, enabling a unified approach to the customer journey. This harmonization ensures that marketing efforts are aligned with sales objectives, reinforcing the overall effectiveness of customer engagement strategies</div><h2>Synchronization mechanisms<br></h2><div>At the heart of Marketo CRM synchronization is the exchange of data between Marketo, a marketing automation platform, and the CRM system used by the sales team. This integration enables bi-directional data communication, ensuring that relevant information on leads and customer interactions is shared and updated in real time between the two systems.</div><h2>Tangible benefits of integration<br></h2><ol><li>Optimized lead management: Integration enables precise lead classification and scoring, helping sales teams to focus on the most promising prospects, and thus increasing the chances of conversion.</li><li>Targeted marketing campaigns: With direct access to sales data, marketers can design highly personalized campaigns that resonate with prospects' needs and preferences, increasing engagement and conversion rates.</li><li>In-depth analysis: Marketo CRM integration makes it easy to track and analyze the effectiveness of marketing campaigns, enabling clear attribution of revenues to specific marketing activities and a better understanding of ROI.</li></ol><h2>Tips for successful synchronization<br></h2><ol><li>Data cleansing: Ensure that data in both systems is clean and well-organized before synchronizing, to avoid errors and duplication.</li><li>Define processes: Establish clear processes for the transfer and management of leads between the marketing and sales teams, ensuring that each team understands its role in the lead lifecycle.</li><li>Ongoing monitoring: Once synchronization is in place, it's vital to regularly monitor the flow of data between Marketo and CRM to quickly identify and resolve potential problems.</li></ol><h2>Challenges to overcome<br></h2><div>Synchronization between Marketo and a CRM can present challenges, particularly in terms of change management and interdepartmental communication. To overcome these challenges, it is advisable to maintain open lines of communication between the marketing and sales teams, and to engage in ongoing training to ensure that all team members understand how to get the most out of the integration.</div><h2>Conclusion<br></h2><div>Marketo CRM synchronization is an essential component of an effective digital marketing strategy, enabling better collaboration between marketing and sales teams and offering a holistic view of the customer journey. By implementing seamless integration and following best practices, companies can maximize the effectiveness of their marketing efforts, improve conversion rates and increase the ROI of their marketing campaigns.<br><br></div> 2024-03-15T14:32:58+00:00 yes 2717 Marketo Office Hours integration marketing automation marketo marketo office hours organisation marketing ops https://videos-en.merlinleonard.com/paris-mug-beyond-marketos-native https://videos-en.merlinleonard.com/v.ihtml/player.html?photo_id=95217144 https://videos-en.merlinleonard.com https://videos-en.merlinleonard.com/64968578/95217144/92d89527fcde2681688a5ac8d4cf687f/small/paris-mug-beyond-marketos-native-thumbnail.jpg Paris MUG - Beyond Marketo's Native Integrations with Vertify <p>In the realm of digital marketing, achieving seamless integration between Marketo and various Customer Relationship Management (CRM) systems is pivotal for marketers aiming to maximize the efficiency and effectiveness of their campaigns. The recent virtual Marketo User Group (MUG), hosted by Merlin/Leonard, spotlighted this critical issue, offering a deep dive into the possibilities that lie beyond Marketo's native integration capabilities.</p><p>The session featured insights from industry veterans Pauline Royer of Abilways, Amanda Barr of Vertify, and Pauline Leconte from Adobe. Moderated by Sylvain Davril of Merlin/Leonard, the discussion unfolded around the theme of transcending Marketo's inherent integration limits to unlock new levels of marketing automation prowess.</p><h2>The Brilliance and Boundaries of Marketo's Native Integrations</h2><p>Initiating the conversation, the panelists acknowledged the robust foundation provided by Marketo's native integrations, especially with platforms like Salesforce. These integrations facilitate a seamless data sync, negating the need for IT intervention and significantly enhancing marketing campaign operations.</p><p>Despite these strengths, the conversation soon transitioned to the nuanced challenges that marketers frequently encounter. Sylvain Davril shared insights from his extensive experience, highlighting scenarios such as organizational mergers and the need for more bespoke CRM configurations that outstrip the capabilities of Marketo's native solutions.</p><h2>Exploring Vertify: The Frontier of Integration Flexibility</h2><p>The spotlight then shifted to Amanda Barr, who introduced Vertify as a solution capable of navigating the complexities that extend beyond Marketo's standard integration functionalities. Vertify shines with its advanced data transformation capabilities, duplicate management, and adaptability, promising a new era of integration sophistication.</p><p>Pauline Royer shared a compelling narrative on Abilways' evolution from basic to advanced integration setups through Vertify. This transformation underscored the platform's ability to respond dynamically to sales teams' needs, streamline operations, and expand marketing campaign possibilities—painting a picture of significant organizational impact.</p><h2>Implementing Advanced Integration: Insights and Strategies for Success</h2><p>The session was not just theoretical; it offered concrete strategies and insights for businesses keen on refining their Marketo integration practices. Key recommendations included a thorough understanding of one's internal information systems, acknowledgment of potential time zone challenges with solutions like Vertify, and the crucial involvement of key stakeholders from the project's inception.</p><p>Furthermore, Pauline Royer's discussion on future projects, such as enhancing abandoned basket processes and cross-selling operations automation, provided a blueprint for leveraging advanced integration to achieve tangible business outcomes. These forward-thinking initiatives exemplify how beyond-the-basics integration strategies can drive significant value.</p><h2>Final Thoughts: Embracing the Future of Marketing Automation Integration</h2><p>The Marketo User Group event painted a clear picture: while the journey to fully leveraging Marketo's capabilities presents challenges, it is fraught with opportunities for growth and innovation. Advanced integration solutions like Vertify emerge as essential tools in this journey, offering the enhanced flexibility, depth, and operational efficiency needed to move beyond native integration constraints.</p><p>For marketers dedicated to advancing their automation strategies, investigating these advanced integration avenues is imperative. The shared experiences and insights from the event serve as a guiding light, pointing the way toward a future where the full potential of Marketo is not just an aspiration but a reality. In this emerging era of marketing automation, embracing advanced integration techniques is not merely advantageous—it's essential for staying competitive and achieving marketing excellence.</p> 2024-03-01T14:26:07+00:00 yes 4767 MUG integration marketing automation marketo marketo office hours https://videos-en.merlinleonard.com/decoding-marketo-scoring-an https://videos-en.merlinleonard.com/v.ihtml/player.html?photo_id=94823200 https://videos-en.merlinleonard.com https://videos-en.merlinleonard.com/64968570/94823200/12fb44d394cc21b4bba5684c942657bc/small/decoding-marketo-scoring-an-thumbnail.jpg Decoding Marketo Scoring: An Essential Strategy for Lead Prioritization <p>Navigating the complexities of lead management in digital marketing demands a strategic approach, and Marketo scoring emerges as a critical tool in this quest. The insights from a detailed Marketo Office Hour, led by the experienced Sylvain Davril, shed light on the multifaceted nature of Marketo's scoring system. This system is designed to equip marketers with the ability to sift through leads, prioritizing those with the highest conversion potential. Let's delve into the core aspects of Marketo scoring and how it can transform lead management strategies.</p><ul><li>00:00 Introduction</li><li>01:49 Objective of scoring</li><li>05:49 What to score</li><li>16:00 Best practices in behavioral scoring</li><li>36:00 Best practices in demographic scoring</li><li>46:37 What to exclude from scoring&nbsp;</li><li>50:31 Other use cases&nbsp;&nbsp;</li></ul><h2>Understanding the Fundamentals of Marketo Scoring</h2><p>At its core, Marketo scoring is about assigning value to leads based on a variety of factors, encompassing demographic information, company details, and lead behavior. This scoring mechanism is instrumental in identifying which leads are ripe for sales engagement and which need further nurturing. The process involves:</p><ul><li>Demographic Scoring: This looks at individual attributes such as location, age, and job role.</li><li>Firmographic Scoring: Here, the focus shifts to company-related factors like industry, size, and revenue.</li><li>Behavioral Scoring: This assesses lead actions, including website interactions, email engagement, and content consumption.</li></ul><p>By integrating these scoring dimensions, Marketo provides a comprehensive tool for evaluating lead readiness and potential.</p><h2>The Art of Scoring in Marketo</h2><p>Effective scoring in Marketo is not just about assigning points; it's about understanding the significance of different lead attributes and behaviors. The challenge lies in determining which factors to score and how to balance the weight assigned to each. Equally important is recognizing scenarios where scoring may not be appropriate, such as when leads exhibit irregular behaviors or fall outside the intended target market.</p><h2>Elevating Scoring with Advanced Techniques</h2><p>Sylvain Davril emphasized the importance of continually refining the scoring approach to keep pace with the dynamic digital marketing landscape. Leveraging data analytics and artificial intelligence, marketers can delve deeper into lead data, uncovering patterns that refine scoring accuracy. This evolution in scoring practices allows for a predictive understanding of lead behavior, enhancing the ability to tailor marketing strategies effectively.</p><p>Moreover, scoring should adapt over time to reflect shifts in market trends, customer behaviors, and organizational objectives. A proactive stance on reviewing and adjusting scoring parameters ensures the system remains aligned with marketing goals.</p><h2>Key Takeaways on Marketo Scoring</h2><p>Marketo scoring stands out as a pivotal strategy for optimizing lead management and improving conversion rates. By mastering the nuances of scoring across demographic, firmographic, and behavioral dimensions, marketers can develop a nuanced understanding of each lead's value. However, it's crucial to integrate scoring within a broader marketing framework, emphasizing targeted engagement and ongoing optimization.</p><p>In summary, successful Marketo scoring blends analytical rigor with marketing acumen, offering a nuanced view of the customer journey. Through strategic scoring, marketers can not only prioritize leads effectively but also enhance the overall efficiency of their marketing campaigns, driving sustained business growth in a competitive digital landscape.</p> 2024-02-21T09:13:10+00:00 yes 3303 Marketo Office Hours marketing automation marketo marketo office hours scoring https://videos-en.merlinleonard.com/ai-scoring-with-sypherai-beyond https://videos-en.merlinleonard.com/v.ihtml/player.html?photo_id=94664546 https://videos-en.merlinleonard.com https://videos-en.merlinleonard.com/64968575/94664546/bc8593b35845515518ac19f2548e4c62/small/ai-scoring-with-sypherai-beyond-thumbnail.jpg AI Scoring with Sypher.ai beyond traditional scoring <p>During a captivating session of the Marketo Office Hour hosted by Merlin/Leonard, the spotlight was on Sypher.ai, an innovative AI scoring application that promises to redefine the standards of lead scoring in marketing automation.&nbsp;</p><p>This engaging discussion, featuring the brains behind Sypher.ai, offered a deep dive into how artificial intelligence is setting new benchmarks in understanding and engaging with customers more effectively.&nbsp;</p><p>As we explored the capabilities of Sypher.ai, it became apparent that AI scoring is not just an upgrade to existing systems but a transformative approach that could very well dictate the future trajectory of marketing strategies.</p><ul><li>01:31 Presentation of the founders and history of Sypher</li><li>03:03 the Ideal Customer Profile</li><li>07:22 Requirements and setup</li><li>12:53 AI Lead Scoring</li><li>14:15 Sypher data in CRM or Marketo</li><li>15:17 Potential revenue detected</li><li>17:02 Funnel analytics</li><li>18:12 Sypher customization possibilities that beat the competitors</li><li>21:12 Sypher robustness and security</li><li>24:06 Questions and answers</li></ul><h2>Elevating Lead Scoring with AI</h2><p>Traditional lead scoring methodologies have served their purpose well, but as we delve deeper into the digital age, their limitations become increasingly apparent. Enter Sypher.ai, an AI-driven scoring system designed to bridge the gap between static data analysis and dynamic, predictive insights. By harnessing the power of AI, Sypher.ai offers a dynamic and insightful scoring model that adapts to the evolving behaviors and preferences of customers.</p><h2>The Unique Edge of Sypher.ai</h2><p>What sets Sypher.ai apart is its holistic approach to analyzing a lead's journey. The application seamlessly integrates various data points, including demographic, firmographic, and behavioral signals, to predict which leads are most likely to convert. This predictive capability enables marketers to tailor their efforts to individual prospects effectively, dramatically improving conversion rates and customer engagement.</p><h2>Adapting in Real-time for Maximum Relevance</h2><p>Sypher.ai's real-time algorithm adjustment is a game-changer in the realm of lead scoring. This feature ensures that the scoring model remains accurate and up-to-date, reflecting the latest customer interactions and market trends. The ability to dynamically adjust scoring models in response to new data means that businesses can stay ahead of the curve, making informed decisions that resonate with their target audience.</p><h2>Prioritizing Privacy and Offering Tailored Solutions</h2><p>Privacy concerns and data protection are at the forefront of Sypher.ai's operations, ensuring compliance with GDPR and other regulatory standards. Additionally, the platform's customization capabilities allow businesses to adapt the scoring model to fit their unique goals and challenges. This level of personalization ensures that the insights generated are not only accurate but also highly actionable.</p><h2>The Future is Bright with AI Scoring</h2><p>The conversation with Sypher.ai's founders underscored the platform's ambitious vision for the future of marketing automation. With plans to expand its capabilities to recommend specific actions for each lead, Sypher.ai is on track to become an essential tool for marketers. This vision of not just scoring leads but providing actionable recommendations represents a significant leap towards more personalized and effective marketing strategies.</p><p>In conclusion, AI scoring as demonstrated by Sypher.ai marks a pivotal shift in marketing automation, offering unprecedented insights into customer behavior and preferences. As we move forward, the integration of AI in marketing strategies will undoubtedly become more prevalent, shaping the future of how businesses engage with their audiences. The journey with Sypher.ai is just beginning, and it promises to lead us into a new era of marketing sophistication and success.</p> 2024-02-17T18:38:59+00:00 yes 1809 Marketo Office Hours marketing automation marketo marketo office hours scoring https://videos-en.merlinleonard.com/marketos-people-performance-report https://videos-en.merlinleonard.com/v.ihtml/player.html?photo_id=94452891 https://videos-en.merlinleonard.com https://videos-en.merlinleonard.com/64968571/94452891/eca6c2cbbb248d6039fedc8ae07a0d23/small/marketos-people-performance-report-thumbnail.jpg Marketo's People Performance Report: A Hidden Treasure for Marketing Decision Makers <div>At the heart of the Marketo arsenal lies an often undervalued but invaluably powerful gem: the People Performance report. <br>Sylvain Davril, at the helm of Merlin/Leonard, recently lifted the veil on this tool during a Marketo Office Hours session, revealing its immense potential for guiding marketing decisions. <br>This article takes you on an in-depth exploration of the People Performance report, an indispensable companion for navigating the ocean of data with wisdom and precision.</div><ul><li>00:00 Introduction to the global report</li><li>03:24 Additional columns</li><li>07:05 Drill down</li><li>08:38 Opportunity columns</li><li>18:45 Campaign vision<br></li></ul><h2>An Enigmatic but Essential Tool<br></h2><h2><span style="font-size: 13px; font-weight: 400;">Perceived as arduous, the People Performance report is in fact a beacon in the night for marketers in search of actionable insights. Sylvain Davril takes us behind the scenes of this tool, demonstrating how a simple initial configuration can reveal the monthly evolution of your contact base, and much more.</span></h2><h2>Key to the Kingdom: Segmentation</h2><div>Power lies in the ability to group data according to various criteria, whether related to the individuals themselves or to their interactions with your campaigns. This segmentation opens up a world of analytical possibilities, allowing you to dissect every aspect of your marketing strategy to maximize its effectiveness.</div><div><br></div><h2>The Art of Personalizing Columns</h2><div>Uniquely, the People Performance report offers the ability to add customized columns, a key feature for tracking transitions through the different phases of a prospect's lifecycle. Sylvain shares the illustrative example of adding columns for each status in the buying journey, providing unprecedented clarity on campaign performance.</div><div><br></div><h2>Beyond New Creation Tracking</h2><div>Initially designed for tracking new contact creations, the report proves to be a formidable tool for analyzing conversion and engagement. By enriching the report with opportunity data, you can directly measure the effectiveness of your marketing initiatives in generating business value.</div><div><br></div><h2>Personalization and precision</h2><div>Sylvain Davril's talk highlights the crucial importance of customizing the report to meet the unique needs of each organization. Whether by filtering contacts according to their origin, or analyzing the critical stages of a campaign, the People Performance report proves to be an extremely powerful, modular tool.</div><div><br></div><h2>Conclusion: a compass for marketers</h2><div>The People Performance report transcends its primary tracking function to become a veritable strategic guide. Exploring its capabilities enables you not only to refine your understanding of movements within your contact base, but also to base your decisions on reliable, meaningful data.</div><div><br></div><div>In the company of Sylvain Davril, we rediscover that the People Performance report is essential for transforming data into effective levers for action. Like Merlin, who turned lead into gold, or Leonardo da Vinci, whose inventions revolutionized the world, marketers equipped with this tool can truly work magic in their campaigns, leading to a transcendent customer experience and optimized marketing performance.</div><div><br></div><div>Join us on an odyssey where Merlin's wizardry and Leonardo da Vinci's ingenuity merge to unlock the secrets of marketing automation with Marketo.&nbsp;</div><div><br></div><div>Discover how the People Performance report can transform your marketing approach into a masterpiece, turning every piece of data into a splash of color on the canvas of your strategy.</div> 2024-02-10T17:48:49+00:00 yes 1915 Marketo Office Hours kpi marketing marketing automation marketo marketo office hours https://videos-en.merlinleonard.com/maximize-engagement-with-marketo https://videos-en.merlinleonard.com/v.ihtml/player.html?photo_id=92669085 https://videos-en.merlinleonard.com https://videos-en.merlinleonard.com/64968568/92669085/ed9c5d96454406dee4f525fe007b8d30/small/maximize-engagement-with-marketo-thumbnail.jpg Maximize Engagement with Marketo Content Downloads : Sylvain Davril's Secrets <div>Dear digital marketing enthusiasts, welcome to a new era where the magic of Marketo transforms every content download into an unprecedented engagement opportunity. At our latest Marketo Office Hours event, I had the pleasure of taking you behind the scenes of content download optimization strategies, a quest where choice and strategy intertwine to capture the very essence of customer engagement.</div><h2>Between Gated and Not Gated: A Quest for Value<br></h2><div>In Marketo's ledger, the question of whether to make content Gated (protected by a form) or Not Gated (freely accessible) is akin to choosing between the potion of visibility and the spell of knowledge. Every piece of content, like a magical artifact, carries with it the promise of value: this value must be powerful enough to justify the sharing of personal information by our visitors.</div><div><br></div><div>Our philosophy? Only content that enchants and informs deserves to be kept behind the doors of a form.</div><h2>Mapping forms: where to place them in the Digital Kingdom?<br></h2><p>Like the decision to position a secret room in a castle, choosing where to place your forms between your site pages or Marketo LPs is strategic. Imagine the LPs as isolated workshops, à la Leonardo, where every creation is possible without the intervention of the guardians of the kingdom (the IT team). This autonomy must not, however, blind us to the need for cohesion with the main kingdom (the website), ensuring a seamless user experience.</p><h2>The Wisdom of Progressive Profiling and the UTM Stars<br></h2><div>Progressive Profiling is like gradually unveiling an ancient grimoire, page after page, revealing ever more personalized secrets to each visitor without ever overwhelming them with questions.</div><div><br></div><div>UTM markers, on the other hand, are our guiding stars through the night: they reveal the paths taken by visitors before arriving at our doors, offering us invaluable insights into their journeys.</div><h2>Conclusion: Weaving legends of engagement<br></h2><div>Optimizing content downloads on Marketo transcends the simple Gated/Not Gated dichotomy. It's a subtle alchemy that balances value, user experience and intelligence gathering, all in harmony with the magical tools of our time.</div><div><br></div><div>At Merlin/Leonard, our vocation is to guide you through this enchanted forest, peppering your journey with magical moments and memorable encounters.</div><div><br></div><div>Remember: every download is a gateway to a world of engagement. It's up to us to make this passage as rewarding and captivating as possible.</div><div><br></div><div>See you next time for new adventures in the realm of marketing automation!</div><div><br></div><div>Sylvain Davril, your engagement conjurer and customer experience architect.</div> 2024-01-21T17:17:16+00:00 yes 2977 Marketo Office Hours customer journeys inbound marketing marketing automation marketo marketo office hours https://videos-en.merlinleonard.com/explore-dynamic-chat-and-livechat https://videos-en.merlinleonard.com/v.ihtml/player.html?photo_id=92592203 https://videos-en.merlinleonard.com https://videos-en.merlinleonard.com/64968575/92592203/0f0e1e3b67a30a1cc8209ef1025cf60e/small/explore-dynamic-chat-and-livechat-thumbnail.jpg Explore Dynamic Chat and LiveChat Marketo: Amplify Real-time Customer Interaction <div>Welcome to the innovative world of digital marketing, where every tool counts in shaping the customer experience. At Merlin/Leonard, our constant quest for cutting-edge solutions leads us to examine Marketo's revolutionary features, including Dynamic Chat and LiveChat. Our latest "Marketo Office Hours" video, hosted by yours truly, Sylvain Davril, focuses on these tools, revealing their potential to transform online customer engagement.</div><div><br></div><ul><li><li>00:00 Introduction</li><li>01:09 Chatbot setup and Adobe Admin Console</li><li>04:53 Dialogues vs Conversation Flow</li><li>20:57 Chatbot filters and triggers</li><li>24:25 Dialog scenarios - Callback and Live Chat</li><li>26:09 Setup of LiveChat profiles&nbsp;</li><li>36:29 Questions and Answers</li></li></ul><br><h2>The potential of Dynamic Chat and LiveChat Marketo :</h2><div><br></div><div>These revolutionary Marketo tools offer real-time, personalized communication with your website visitors. They act as a bridge between customers' immediate needs and the rapid solutions your team can provide, creating an enriched user experience conducive to conversion.</div><div><br></div><h2>Key Benefits :</h2><div><br></div><ol><li>Increased responsiveness: LiveChat facilitates immediate interaction, eliminating response delays and boosting customer satisfaction.</li><li>Deep personalization: Dynamic Chat offers tailor-made interactions, in line with individual user needs and preferences.</li><li>Easy Integration: These tools integrate seamlessly into your Marketo ecosystem, enabling efficient management and detailed analysis of customer interactions.</li></ol><div><br></div><h2>Implementation :</h2><div><br></div><ol><li>Initial configuration: Access Dynamic Chat via adminconsole.adobe.com to configure user rights and customize the tool to your brand image.</li><li>Website integration: Ensure seamless interaction by integrating Dynamic Chat with your website.</li><li>Conversational Flow Management: Enable interactions based on specific user actions, such as navigating a page or submitting a form.</li></ol><div><br></div><h2>Real-life example:</h2><div><br></div><div>Imagine a potential customer visiting your site and interacting with a form. Dynamic Chat launches immediately, offering a personalized exchange and the possibility of setting up an appointment with a sales representative. This instant interaction promotes conversion and enriches the customer experience.</div><div><br></div><h2>Conclusion:</h2><div><br></div><div>The adoption of Dynamic Chat and LiveChat Marketo marks a major step forward in the way we interact with customers online. At Merlin/Leonard, we're passionate about these new technologies and their potential to revolutionize digital marketing.</div> 2024-01-18T10:50:26+00:00 yes 1871 Marketo Office Hours conversational marketing customer experience customer journeys marketing automation marketo marketo office hours https://videos-en.merlinleonard.com/setup-marketo-simplified-expert https://videos-en.merlinleonard.com/v.ihtml/player.html?photo_id=92588010 https://videos-en.merlinleonard.com https://videos-en.merlinleonard.com/64968577/92588010/c16be6ecc4a78e70cea996bb9673639e/small/setup-marketo-simplified-expert-thumbnail.jpg Setup Marketo Simplified : Expert tips Hello, it's Sylvain Davril from Merlin/Leonard. Today, I'm delighted to share with you a special session on Marketo setup. Through this video, we'll explore step-by-step best practices for configuring Marketo efficiently and magically.<br><ul><li>00:00 Introduction<br></li><li>00:48 Munchkin code and Marketo tracking on the website</li><li>07:27 Emailing configuration</li><li>15:02 Lps configuration</li><li>18:57 Communication Limits</li><li>22:16 Notifications</li><li>23:08 Smart Campaigns security</li><li>26:43 Localization</li><li>28:59 User management and security</li><li>32:46 Audit trail</li><li>34:37 Channels and Tags</li><li>44:21 Global Validation Rule</li><li>47:56 Captcha</li><li>49:29 Field Management</li><li>53:38 Foldering and Archiving</li></ul><h2>1. The Munchkin Code:&nbsp;<br></h2><div>Your First Step to Tracking The Munchkin code is the foundation of your Marketo integration. I'll show you how to implement it correctly on your site via Google Tag Manager and ensure GDPR compliance. You'll also learn how to customize cookie lifetime according to your legal department's guidelines.<br><br></div><h2>2. SPF/DKIM:<br></h2><div>&nbsp;Authenticating Your Email Campaigns I guide you through setting up your SPF/DKIM domains, crucial for the deliverability and integrity of your emails. Discover how these parameters reinforce the trust and effectiveness of your communications.<br><br></div><h2>3. Fighting Bots:&nbsp;</h2><div>Preserving Data Purity We'll look at Marketo's anti-bot features. Learn how they help maintain accurate data and avoid false statistics that can distort your campaign analysis.<br><br></div><h2>4. Securing Links:&nbsp;<br></h2><div>Building a Digital Fortress I'll show you the importance of secure links and using HTTPS for your emails and landing pages, essential for protecting your data and that of your users.<br><br></div><h2>5. Managing Forms and Operational Emails:&nbsp;<br></h2><div>Your Strategic Tools Discover how to effectively differentiate and configure marketing and operational emails. I explain why some emails, such as those containing requested download links, should be sent even to unsubscribed contacts.<br><br></div><h2>6. Advanced configuration :&nbsp;<br></h2><div>The Marketo Genius Workshop Dive into advanced settings to fully master Marketo. I cover cookie management, form validation rules, and much more for those looking to fine-tune their Marketo strategy.<br><br></div><h2>Conclusion:&nbsp;</h2><div>This comprehensive overview gives you the keys to a successful Marketo setup. At Merlin/Leonard, we're always here to bring our touch of magic and genius to your marketing projects. Don't hesitate to contact us if you'd like to learn more, or if you'd like a personal consultation.</div><div><br></div><div>Thank you for watching this video. Don't forget to subscribe for more marketing tips and share this video with your colleagues interested in Marketo. See you soon for more marketing adventures with Merlin/Leonard!</div> 2024-01-18T09:27:12+00:00 yes 3628 Marketo Office Hours marketing automation marketo marketo office hours https://videos-en.merlinleonard.com/marketo-tip-15-enhancing https://videos-en.merlinleonard.com/v.ihtml/player.html?photo_id=90832309 https://videos-en.merlinleonard.com https://videos-en.merlinleonard.com/64968580/90832309/6992f698bc77be7a2b30c264f5395c9b/small/marketo-tip-15-enhancing-thumbnail.jpg Marketo Tip #15 - Enhancing Engagement with Marketo Email Personalization: Insights from Sylvain Davril <p>In the rapidly evolving world of digital marketing, personalization is key to engaging your audience effectively. Sylvain Davril, founder of Merlin &amp; Leonard, dives into this concept in his latest Marketo Tip, focusing on the power of Marketo tokens to personalize emails. This article unpacks the insights from his video, offering valuable strategies for enhancing your email campaigns.<br></p><h2>The Power of Marketo Tokens</h2><p>Marketo tokens are versatile tools that allow marketers to inject personalization into various components of an email, including the subject line, sender's details, body text, and even images. This capability is pivotal for creating a more engaging and relevant experience for each recipient.</p><h2>Types of Tokens</h2><ol><li><p>Database Fields: Tokens can pull information directly from company or person fields in your database, allowing for dynamic content that resonates on a personal level.</p></li><li><p>Campaign Fields: Though less commonly used, these tokens can be valuable in specific campaign contexts.</p></li><li><p>System Tokens: These offer broader functionalities, like linking to CRM or Marketo for seamless integration in sales alerts.</p></li><li><p>Custom 'My' Tokens: These are created for specific campaigns or groups of campaigns, providing flexibility and control over the content.</p></li></ol><h2>Implementing Tokens in Emails</h2><p>Sylvain demonstrates practical applications of these tokens, such as using a lead's name or their sales representative’s details to create a sense of direct communication. He also highlights the utility of tokens in managing content across multiple emails and landing pages, exemplifying with the use of image tokens for centralized image management.</p><h2>Advanced Token Strategies</h2><ul><li><p>Inheritance of Tokens: Tokens can be set at higher-level folders, making them inheritable by all campaigns within that structure. This feature is particularly useful for time-bound promotions or updates.</p></li><li><p>Custom Object Integration: Marketo’s flexibility allows integration with custom objects. For example, a boat manufacturer could use tokens to reference a customer’s boat details for more targeted communication.</p></li></ul><h2>Conclusion</h2><p>Personalization is not just a trend but a necessity in today’s marketing landscape. By leveraging Marketo tokens, as explained by Sylvain Davril, marketers can significantly enhance the relevance and effectiveness of their email communications. Embrace these techniques to ensure your emails are not just seen but also resonate with your audience.</p><p>More magical content at&nbsp;<a target="_blank" rel="noopener noreferrer nofollow" href="https://merlinleonard.com/en/resources/">https://merlinleonard.com/en/resources/</a></p><p><br></p><p>And I also invite you to join us every Friday at 10am for 1 free hour of discussion, questions and sharing of Marketo best practices.&nbsp;</p><p><br></p><p><a target="_blank" rel="noopener noreferrer nofollow" href="https://merlinleonard.com/en/marketo/marketo-office-hours-m-l-office-hours/">Sign up here</a></p> 2023-11-20T17:59:38+00:00 yes 540 Marketo Tips assets and brand kit email marketing marketo marketo tip https://videos-en.merlinleonard.com/marketo-tip-19-achieving-gdpr https://videos-en.merlinleonard.com/v.ihtml/player.html?photo_id=90812763 https://videos-en.merlinleonard.com https://videos-en.merlinleonard.com/64968577/90812763/4e92bcc13512e5992d51eb80c67888b2/small/marketo-tip-19-achieving-gdpr-thumbnail.jpg Marketo Tip #19 - Achieving GDPR Compliance in B2B Marketing: The Role of an Effective Preference Centre <div></div><div><p>In the ever-evolving landscape of digital marketing, GDPR compliance remains a critical concern for businesses, especially in B2B sectors. Sylvain Davril, founder of Merlin and Leonard, recently shared valuable insights on this topic in a Marketo tip video. This article delves into the essence of his advice, highlighting how an effectively designed Preference Centre can be a cornerstone in <a href="https://merlinleonard.com/en/how-to-implement-gdpr-compliance-in-b2b-marketing-through-a-robust-preference-centre_gdpr_/" title="Link: https://merlinleonard.com/en/how-to-implement-gdpr-compliance-in-b2b-marketing-through-a-robust-preference-centre_gdpr_/">achieving GDPR compliance in B2B marketing</a>.<br></p><h2>The Importance of a Preference Centre:</h2><p>A Preference Centre is not just a compliance tool; it's an integral part of the customer experience. It serves as a central hub where customers can manage their communication preferences. This functionality is crucial for GDPR compliance, as it provides a straightforward way for individuals to unsubscribe from communications, thereby respecting their privacy and choice.</p><h2>Designing the Preference Centre:</h2><p>When designing a Preference Centre, it's essential to consider user experience. For instance, placing the unsubscribe option prominently at the top of the page, as recommended by Davril, prioritizes customer convenience. Alternatively, the ‘IKEA approach’, which places this option at the bottom, encourages customers to review their preferences before unsubscribing.</p><h2>Transparency and Trust:</h2><p>A well-branded Preference Centre increases transparency and trust. It should clearly display what information is collected and how it is used. This transparency extends to offering options for personal and company information, interest-based preferences, marketing subscriptions, and rights such as opposition or being forgotten.</p><h2>Adapting to GDPR Requirements:</h2><p>GDPR legislation, especially in the context of B2B marketing, mandates explicit consent for marketing communications and easy unsubscription options. A robust Preference Centre not only meets these requirements but also serves as a single point for managing consents and preferences, thus simplifying compliance efforts.</p><h2>Personalized Experience and Inbound Marketing:</h2><p>By allowing users to select their areas of interest, businesses can tailor their marketing efforts, leading to more effective and personalized inbound marketing strategies. This approach aligns with GDPR's stipulation of clear and objective-based consent, enhancing both compliance and customer engagement.</p><h2>Implementing Rights under GDPR:</h2><p>The Preference Centre should facilitate the right to be informed and the right to be forgotten. This means that customers can request information about the data held on them and also opt for their data to be entirely removed from the company’s database.</p><h2>Conclusion:</h2><p>Implementing a comprehensive Preference Centre is a pivotal step in ensuring GDPR compliance in B2B marketing. It not only aligns with legal requirements but also enhances customer experience and trust. As Sylvain Davril aptly demonstrates, a well-thought-out Preference Centre is more than a compliance tool; it's a strategic asset in a company's marketing and customer relationship efforts.</p><div>More magical content at&nbsp;<a href="https://merlinleonard.com/en/resources/">https://merlinleonard.com/en/resources/</a></div><div><br></div><div>And I also invite you to join us every Friday at 10am for 1 free hour of discussion, questions and sharing of Marketo best practices.&nbsp;</div><div><br></div><div><a href="https://merlinleonard.com/en/marketo/marketo-office-hours-m-l-office-hours/">Sign up here</a></div></div> 2023-11-20T10:24:07+00:00 yes 414 Marketo Tips data quality gdpr marketo marketo tip https://videos-en.merlinleonard.com/deciphering-the-gdpr-full-form https://videos-en.merlinleonard.com/v.ihtml/player.html?photo_id=89441156 https://videos-en.merlinleonard.com https://videos-en.merlinleonard.com/64968578/89441156/c8877727527ee7e87b3da1e6bf86081d/small/deciphering-the-gdpr-full-form-thumbnail.jpg Deciphering the GDPR Full Form: Venturing into Merlin/Leonard’s Communication Preference Centre - Marketo Office Hours spécial 20210129 <p>Qu’est ce que le RGPD ?</p><p></p><p>Bref retour sur la définition et les implications de cette réglementation.</p><p>Qu’est ce qu’un centre de préférences de communication ?</p><p>Sylvain nous a rappelé le rôle de ces centres de préférences et quels éléments on peut y retrouver.</p><p>Gestion des données et bonnes pratiques</p><p>Il nous a détaillé les grandes axes de gestion de l’information et les campagnes automatisées à mettre en place pour faire cela.</p><p>Gestion des informations personnelles + changement d’email</p><p>Gestion des informations société et le piège de Marketo non-maître par rapport au CRM</p><p>Centre d’intérêts et Gestion des consentements</p><p>Bonnes pratiques de l’utilisation des consentements dans les formulaires de campagnes</p><p>Gestion des pauses de communications, droit à l’information et droit à l’oubli</p><p>Comment cela se passe-t-il dans Marketo côté Field Management ?</p><p>Comment cela se passe-t-il dans Marketo côté Smart Campaigns ? ex : changement email</p><p>Smart Campaign Optin Consentement + channel spécial Centre de Préférences</p><p>Unsubscribe + Ré-inscription (Smart Campaign)</p><p>Gestion des pauses (Smart Campaign)</p><p>Gestion du droit à l’information (Smart Campaign)</p><p>Smart Campaign de gestion du droit à l’oubli</p><p>Gestion des notifications au visiteur</p><p>Gestion du tracking de l’acquisition</p><p>La liste n’est pas exhaustive bien sûr. Cependant, ne serait-ce qu’en applicant toutes ces smart campaigns, vous allez assurer à votre business une gestion optimisée des données tout en restant dans le cadre du RGPD. Vous retrouverez aussi quelques bonnes pratiques pour votre centre de préférences sur le notre blog.</p> 2023-10-09T18:07:47+00:00 yes 2542 Marketo Office Hours assets and brand kit data quality gdpr inbound marketing marketo marketo office hours https://videos-en.merlinleonard.com/marketo-tip-14-easily-find-the https://videos-en.merlinleonard.com/v.ihtml/player.html?photo_id=87389187 https://videos-en.merlinleonard.com https://videos-en.merlinleonard.com/64968568/87389187/b63bd7c55fdd05f1a5bb01f8a225152d/small/marketo-tip-14-easily-find-the-thumbnail.jpg Marketo Tip #14 - Easily find the right information in Marketo 2023-08-01T10:45:33+00:00 yes 176 Marketo Tips data quality marketo marketo tip https://videos-en.merlinleonard.com/marketo-tip-13-enrich-customer https://videos-en.merlinleonard.com/v.ihtml/player.html?photo_id=87305140 https://videos-en.merlinleonard.com https://videos-en.merlinleonard.com/64968567/87305140/9485184a4b797cf85f7fb338d47fcf1d/small/marketo-tip-13-enrich-customer-thumbnail.jpg Marketo Tip #13 - Enrich customer intelligence with your own Marketo activities 2023-07-27T09:46:21+00:00 yes 303 Marketo Tips marketing automation marketo marketo tip https://videos-en.merlinleonard.com/marketo-tip-12-ensure-perfect https://videos-en.merlinleonard.com/v.ihtml/player.html?photo_id=87295430 https://videos-en.merlinleonard.com https://videos-en.merlinleonard.com/64968560/87295430/25c0c9aa50f0d87b5e3cfc3bccc23c13/small/marketo-tip-12-ensure-perfect-thumbnail.jpg Marketo Tip #12 - Ensure perfect rendering of images in an email <p></p> 2023-07-26T16:54:28+00:00 yes 270 Marketo Tips assets and brand kit email marketing marketing automation marketo marketo tip https://videos-en.merlinleonard.com/marketo-tip-11-optimize-your https://videos-en.merlinleonard.com/v.ihtml/player.html?photo_id=87294709 https://videos-en.merlinleonard.com https://videos-en.merlinleonard.com/64968560/87294709/aab474adafc10d6a34764e63a620139b/small/marketo-tip-11-optimize-your-thumbnail.jpg Marketo Tip #11 - Optimize your emailing engagement with AB test <p></p> 2023-07-26T16:13:49+00:00 yes 337 Marketo Tips assets and brand kit email marketing gdpr marketing automation marketo marketo tip https://videos-en.merlinleonard.com/marketo-tip-10-the-marketo-sales https://videos-en.merlinleonard.com/v.ihtml/player.html?photo_id=86765185 https://videos-en.merlinleonard.com https://videos-en.merlinleonard.com/64968567/86765185/fa891c1342126ed8cfe709bc8b409ddc/small/marketo-tip-10-the-marketo-sales-thumbnail.jpg Marketo Tip #10 - The Marketo Sales alert email 2023-07-04T10:45:22+00:00 yes 271 Marketo Tips email marketing marketo marketo tip sales marketing alignment https://videos-en.merlinleonard.com/marketo-tip-09-align-marketing https://videos-en.merlinleonard.com/v.ihtml/player.html?photo_id=86309700 https://videos-en.merlinleonard.com https://videos-en.merlinleonard.com/64968576/86309700/985d76e511ba840544eeec16b5696624/small/marketo-tip-09-align-marketing-thumbnail.jpg Marketo Tip #09 - Align marketing and sales with the Marketo Salesforce integration (CRM side) 2023-06-14T19:20:14+00:00 yes 401 Marketo Tips integration marketo marketo tip sales marketing alignment https://videos-en.merlinleonard.com/marketo-tip-08-how-to-synchronize https://videos-en.merlinleonard.com/v.ihtml/player.html?photo_id=86003424 https://videos-en.merlinleonard.com https://videos-en.merlinleonard.com/64968580/86003424/086d2ec824964350dea9035df88bb536/small/marketo-tip-08-how-to-synchronize-thumbnail.jpg Marketo Tip #08 - How to synchronize Marketo and Salesforce 2023-05-22T16:17:47+00:00 yes 629 Marketo Tips integration marketo marketo tip sales marketing alignment https://videos-en.merlinleonard.com/marketo-tip-07-triggers-or https://videos-en.merlinleonard.com/v.ihtml/player.html?photo_id=85907838 https://videos-en.merlinleonard.com https://videos-en.merlinleonard.com/64968555/85907838/20e72a1f2beef6ca3276b086e66c2ed9/small/marketo-tip-07-triggers-or-thumbnail.jpg Marketo Tip #07 - Triggers or real-time marketing in Marketo <div>🏰✨🧙‍♂️ Here at #MerlinLeonard, we love a good tale of strategy and cunning.</div><div><br></div><div>Imagine King Arthur, alert and ever-watchful in his castle, his kingdom - the market; his knights - his stalwart team; his scheming stepsister Morgana - the unexpected visitor. 🏹</div><div><br></div><div>Suddenly, a magical signal flares - it's not Excalibur, but something as powerful - a #MarketoTip! 💡</div><div><br></div><div>Guided by our very own modern-day Merlin, Sylvain Davril 🧙‍♂️, King Arthur learns to master the magic of Marketo's real-time triggers. Now, he can predict and plan actions based on Morgana's future moves. A clairvoyant king? You bet!</div><div><br></div><div>As Morgana fills out the form at the castle's entry, Arthur is instantly alerted. His knights are promptly warned. Like a true commander, he sends real-time messages to his team, his rallying cry echoing in the grand halls. 🏰</div><div><br></div><div>Thanks to the spell of journey tracking, Arthur is able to follow Morgana's progression inside the castle. Every step she takes, every move she makes, he'll be watching, ready to take evasive action when needed. No surprises on his watch!</div><div><br></div><div>Arthur isn't merely reacting, he's anticipating. Thanks to the power of #MarketoTriggers, he transforms his castle into a stronghold of real-time engagement and response.</div><div><br></div><div>Become the King Arthur of your market with #MerlinLeonard. Harness Marketo's power to turn customer data into an ally. Join us as we continue our quest to elevate customer engagement to legendary heights. With our #MarketoTips, you too can make your realm a tale of success that even the bards will sing about! 🎵</div><div><br></div><div>For more mystical insights, visit our realm: <a href="https://merlinleonard.com/ressources/">https://merlinleonard.com/ressources/</a>!</div><div><br></div><div>Join us too for a grand round table every Friday at 10am for a free hour of discussion, questions, and sharing of Marketo best practices.&nbsp;</div><div><br></div><div>Sign up here: <a href="https://m-l.site/Marketo-Office-Hours-5">https://m-l.site/Marketo-Office-Hours-5</a></div><div><br></div><div>#MarketingWizardry #CustomerEngagement #RealTimeAlerts #DataKingdom #marktingautomation&nbsp;</div> 2023-05-17T13:10:13+00:00 yes 562 Marketo Tips marketing automation marketo marketo tip https://videos-en.merlinleonard.com/marketo-tip-06-proving-the-value https://videos-en.merlinleonard.com/v.ihtml/player.html?photo_id=85893712 https://videos-en.merlinleonard.com https://videos-en.merlinleonard.com/64968575/85893712/3537bd890fad34e8c242993fbed776fe/small/marketo-tip-06-proving-the-value-thumbnail.jpg Marketo Tip #06 - Proving the value of marketing with the Opportunity Influence Analyzer <p>🏰🧙‍♂️Greetings from the magical realms of Merlin/Leonard! 🧙‍♂️🏰</p><p><br></p><p>What a spectacular day at the Round Table as King Arthur 🤴 triumphed over a classic conundrum faced by many in the business realm. And guess who emerged as his knight in shining armor? The powerful 'Opportunity Influence Analyzer' tool by Marketo! ⚔️🔮</p><p><br></p><p>Just as Arthur was beginning to think that all his victories came solely from the efforts of his Knights (the Sales team), he discovered the unsung heroes - the Wizards (the Marketing team), who had been casting their spells of influence long before the knights entered the battlefield. 🧙‍♂️✨</p><p><br></p><p>🎯 By leveraging Marketo's Opportunity Influence Analyzer integrated with Salesforce, Arthur could see all the interactions, the magical touches, that occurred before, during, and after a victory was claimed. Not just with the knights but also with the wizards from the same kingdom. 🌌</p><p><br></p><p>The result? A powerful revelation! 👀 The total cumulative interactions surged dramatically, revealing the indispensable role the wizards had played. In our terms, marketing had a major contribution to the victory.</p><p><br></p><p>Today, Arthur’s gratitude towards his wizards knows no bounds. He now understands and values the enchantments they weave behind the scenes to ensure the kingdom prospers. 🏰✨</p><p><br></p><p>Our wizardly advice for today? 🧙‍♂️ Use the Opportunity Influence Analyzer tool. Make your efforts visible. Show your knights that you're not just waving a wand in the air, but casting spells that truly make a difference! 💫</p><p><br></p><p>Remember, the magic lies not just in the sword, but in the spell. 🗡️🔮</p><p><br></p><p>Find more magical content on our site: <a target="_blank" rel="noopener noreferrer nofollow" href="https://merlinleonard.com/ressources/">https://merlinleonard.com/ressources/</a>!</p><p><br></p><p>And I also invite you to join us every Friday at 10am for 1 free hour of discussion, questions and sharing of Marketo best practices.</p><p><br></p><p>Register here: <a target="_blank" rel="noopener noreferrer nofollow" href="https://m-l.site/Marketo-Office-Hours-5">https://m-l.site/Marketo-Office-Hours-5</a></p> 2023-05-16T15:15:02+00:00 yes 288 Marketo Tips kpi marketing marketing automation marketo marketo tip sales marketing alignment https://videos-en.merlinleonard.com/marketo-tip-52-document-your https://videos-en.merlinleonard.com/v.ihtml/player.html?photo_id=83647237 https://videos-en.merlinleonard.com https://videos-en.merlinleonard.com/64968558/83647237/eff3fb1cd850659948adbfd9a0f1fc56/small/marketo-tip-52-document-your-thumbnail.jpg Marketo tip #52 - Document your Marketo to avoid campaign errors <p>🤴 Arthur wonders this morning how to avoid the multiple errors in the Kingdom's campaigns.</p><p>Camelot has grown, and everyone has gone to his procedure, his nomenclature, his habits. Nothing has been noted in the grimoires.<br></p><p>As a result, it was impossible to find one's way between the ways of Carmelite, Welsh or Tintagel.<br></p><p>👇 I show you in this video what documentation you should produce around your Marketo, in order to share knowledge and good practices.<br></p><p>I also invite you to join us every Friday at 10am for 1 hour of discussion, questions and exchange on Marketo best practices.<br></p><p>Register here <a href="https://m-l.site/Marketo-Office-Hours-5">https://m-l.site/Marketo-Office-Hours-5</a>.<br></p> 2023-02-23T17:21:04+00:00 yes 300 Marketo Tips Essentials marketo marketo tip organisation marketing ops https://videos-en.merlinleonard.com/marketo-tip-51-discover-marketo https://videos-en.merlinleonard.com/v.ihtml/player.html?photo_id=83647230 https://videos-en.merlinleonard.com https://videos-en.merlinleonard.com/64968555/83647230/c8ecb2b3053b5f0cf52c11733d3edbb6/small/marketo-tip-51-discover-marketo-thumbnail.jpg Marketo tip #51 - Discover Marketo Event to manage in live the arrival of your participants <div>Welcoming 🧙‍♂️ Enchanters, 👸 Princesses and other 🛡️ Knights to the Camelot gala is always a tricky moment.</div><div><br></div><div>🤴 Arthur wants it to be done with the best experience possible.</div><div><br></div><div>No way to have endless scrolls, where you can never find the names, thus generating waiting and frustration.</div><div><br></div><div>You also need to be able to add the last minute minstrel to the event.</div><div><br></div><div>Fortunately Merlin provided Marketo Event, a spell that makes it easy to track the arrival of Gala registrants and feed the information directly into the Gala grimoire, a.k.a. Marketo.</div><div><br></div><div>The reception of the participants is done in a fluid way, under the starry sky of the Kingdom.</div><div><br></div><div>👇 I show you how to use this app in three minutes.</div><div><br></div><div>I also invite you to join us every Friday at 10am for 1 hour of discussion, questions and sharing of Marketo best practices.</div><div><br></div><div>Sign up here <a href="https://m-l.site/Marketo-Office-Hours-5">https://m-l.site/Marketo-Office-Hours-5</a>.</div><div><br></div><div>More videos on marketing automation in Leonard's video lab here <a href="https://videos.merlinleonard.com">https://videos.merlinleonard.com</a></div><div><br></div><div>#eventmarketing #marketingautomation</div> 2023-02-23T17:19:45+00:00 yes 327 Marketo Tips event marketing marketing automation marketing stack marketo tip https://videos-en.merlinleonard.com/marketo-tip-50-use-marketo https://videos-en.merlinleonard.com/v.ihtml/player.html?photo_id=83647224 https://videos-en.merlinleonard.com https://videos-en.merlinleonard.com/64968556/83647224/67de0c5db24550bd5754529e9d2f937f/small/marketo-tip-50-use-marketo-thumbnail.jpg Marketo tip #50 - Use Marketo Moments to track your operations on the go <div>🐴 How do you keep track of ongoing campaigns when you're on the move?</div><div><br></div><div>🤴 Arthur is on the Saxon border and would like to keep an eye on what the Knights left in Camelot are launching.</div><div><br></div><div>It's so easy to make a mess in your #marketingautomation when you're not looking at "four eyes".</div><div><br></div><div>Fortunately, Arthur has a crystal ball in his pocket connected to Marketo Moments, from Adobe Marketo.</div><div><br></div><div>He can follow the progress of the campaigns of the moment, take a look at the emails that are going to go out, their design, the targeting... and stop everything if he detects a typo.</div><div><br></div><div>👇 I show you how to use this app in three minutes.</div><div><br></div><div>&nbsp;I also invite you to join us every Friday at 10am for 1 hour of discussion, questions and sharing of Marketo best practices.</div><div><br></div><div>Sign up here <a href="https://m-l.site/Marketo-Office-Hours-5">https://m-l.site/Marketo-Office-Hours-5</a>.</div><div><br></div><div><br></div><div>&nbsp;More videos on marketing automation in Leonard's video lab here <a href="https://videos.merlinleonard.com">https://videos.merlinleonard.com</a></div> 2023-02-23T17:19:33+00:00 yes 213 Marketo Tips Essentials marketing automation marketing stack marketo marketo tip organisation marketing ops https://videos-en.merlinleonard.com/master-your-marketo-crm-integration https://videos-en.merlinleonard.com/v.ihtml/player.html?photo_id=83608561 https://videos-en.merlinleonard.com https://videos-en.merlinleonard.com/64968579/83608561/83a6ffa90ba4c1a0ec1dc9c1632a2cba/small/master-your-marketo-crm-integration-thumbnail.jpg Master Your Marketo-CRM Integration with Vertify: A Revolution in Digital Marketing <p>Welcome to a new era of Marketo-CRM integration, where precision meets efficiency in a technological ballet. In our quest for digital marketing excellence, we've discovered a tool that's revolutionizing the way Marketo communicates with CRMs: Vertify. This innovation is the key to unlocking the full potential of your marketing efforts, offering unrivalled flexibility and power in the management of your data.<br></p><h2>The challenge of traditional integration<br></h2><p>Imagine a world where the boundaries between Marketo and your CRM melt away, allowing the free flow of data without the impediments of traditional integrations. Until now, direct integrations with Salesforce and MS Dynamics have been seen as sufficient, but they often leave unfulfilled desires for those looking to push their marketing beyond conventional boundaries.</p><p>Custom integrations promise more, but their implementation is akin to an epic quest, full of challenges and uncertainties, draining resources and time with no guarantee of success.<br></p><h2>Vertify: The Integration Architect<br></h2><p>Vertify appears as the indispensable artifact guiding through the labyrinth of data and systems. It offers "near-native" integrations between Marketo and a wide range of CRMs, transcending the limitations of standard solutions. Vertify doesn't just improve connections with Salesforce and MS Dynamics; it also opens the door to less traditional CRMs such as Pipedrive, SugarCRM, and ZohoCRM, with remarkable ease and efficiency.</p><p>Why turn to Vertify even when native integrations seem sufficient? The answer lies in the desire to go further, to explore new avenues of data flow, to control your integration more precisely, or even to connect one Marketo to several Salesforce. Vertify is the ideal tool for these ambitions, offering unprecedented freedom and precision.<br></p><h2>A Revolution Revealed<br></h2><p>We've explored the depths of Vertify, revealing its ability to simplify and accelerate the integration process between Marketo and CRM. With Vertify, integration is no longer an insurmountable challenge, but an opportunity to maximize the effectiveness of your marketing campaigns. Data flows freely and accurately, enabling more informed decisions and more dynamic marketing strategies.</p><p>Vertify transforms the complexity of integrations into a fluid process, giving you real-time information and precise control over data synchronization. It's a game-changer for marketers, offering unprecedented visibility and data management.<br></p><h2>Invitation to Innovation<br></h2><p>Our exploration of Vertify is just the beginning of your journey towards seamless Marketo-CRM integration. This revolutionary tool is ready to transform your approach to digital marketing, breaking the shackles of traditional limitations to open up a world of infinite possibilities.</p><p>At Merlin/Leonard, we're at the forefront of innovation in digital marketing, always looking for new technologies to enrich and amplify our marketing strategies. Vertify represents a step forward in this quest, demonstrating that limits are there only to be surpassed.<br></p><p>Join us on this adventure, discover how Vertify can transcend the boundaries between Marketo and your CRM, and transform your marketing into a technological work of art. Welcome to the future of digital marketing, where every click opens up a world of possibilities.<br></p> 2023-02-22T16:36:37+00:00 yes 2188 Marketo Office Hours integration marketing automation marketing stack marketo marketo office hours sales marketing alignment https://videos-en.merlinleonard.com/marketo-tip-55-better-customer https://videos-en.merlinleonard.com/v.ihtml/player.html?photo_id=83407600 https://videos-en.merlinleonard.com https://videos-en.merlinleonard.com/64968578/83407600/1833eceeaa6e55b6b17e3a2dbb8b4456/small/marketo-tip-55-better-customer-thumbnail.jpg Marketo tip #55 - Better customer experience and data quality proposing companies in your Marketo forms <p>👑 Arthur is looking at a way to propose a better experience at the main gate, while collecting a lot more information on the Camelot's visitors.</p><p>🛒 When a merchant enters the city, he would like to get his speciality, whether he belongs to a guild or not, if he is affiliated to banned countries...</p><p>🕵️‍♂️ His spy network has all the necessary information but how to get all that in real-time?<br></p><p>🧙‍♂️ Hopefully Merlin cooks a spell to display on a scroll all the relevant information once the merchant states his name, and Voilà !<br></p><p>👇 I show you in this #marketotip how you could connect your <a href="https://www.linkedin.com/feed/#">Adobe Marketo</a> forms with a database and propose to your visitors a list of companies when they start typing.<br></p><p>Thus reducing your forms and delivering a better customer experience</p><p>AND having a better data quality at the same time !</p><p>I also invite you to join us every Friday at 10am for 1 hour of discussion, questions and exchanges on Marketo best practices.🙌<br></p><p>#marketingautomation&nbsp;#marketo&nbsp;#forms #dataquality<br></p> 2023-02-16T10:10:53+00:00 yes 202 Marketo Tips data quality inbound marketing marketo marketo tip https://videos-en.merlinleonard.com/transform-your-marketo-marketing https://videos-en.merlinleonard.com/v.ihtml/player.html?photo_id=83341112 https://videos-en.merlinleonard.com https://videos-en.merlinleonard.com/64968559/83341112/558f02be9830712b9f3957410a960438/small/transform-your-marketo-marketing-thumbnail.jpg Transform Your Marketo Marketing with OTOWUI: Discover in Video How to Create Beautiful Marketo Email and LPs Templates <p>Welcome to our TwentyThree platform, where you'll discover the power of OTOWUI in action. I'm Sylvain Davril from Merlin/Leonard, and I'm here to show you how OTOWUI is revolutionizing the creation of Marketo email templates and LPs, enriching your digital marketing.</p><p><br></p><ul><li><p>00:00 Introduction</p></li><li><p>00:44 Comparative analysis</p></li><li><p>05:01 OTOWUI presentation&nbsp; and Branding management</p></li><li><p>10:48 Email Template creation Netflix Example</p></li><li><p>18:38 Content added through RSS</p></li><li><p>21:01 Email Template advanced settings</p></li><li><p>21:31 OTOWUI Email pushed in Marketo</p></li><li><p>27:18 Marketo form on LP</p></li><li><p>30:35 Advanced settings (css, jscript, custom fonts)</p></li><li><p>33:40 How does Otowui guarantee rendering?</p></li><li><p>37:20 Offer structure</p></li><li><p>41:00 GDPR</p></li></ul><h2><br>The need to impress at first sight<br></h2><p>Your digital marketing strategy starts with captivating designs. Emails and LPs are the first points of contact between your brand and your audience. However, creating eye-catching yet functional designs is a constant challenge. Until now, the options available have always presented certain constraints, whether in terms of design or flexibility.</p><p><br></p><h2>OTOWUI: An Innovative Solution for Impactful Designs<br></h2><p>OTOWUI is a game-changer. This SaaS platform gives you creative freedom with seamless integration into Marketo. With OTOWUI, you benefit from :</p><p><br></p><ol><li><p>Easy creation: an intuitive drag-and-drop interface for customized designs.</p></li><li><p>Dynamic elements: enrich your templates with animations and parallax effects for an enhanced user experience.</p></li><li><p>Reliability and compatibility: templates that adapt perfectly to all email clients, without bugs.</p></li><li><p>Full integration with Marketo, for maximum efficiency.</p></li></ol><p><br></p><h2>Practical demonstration with Netflix<br></h2><p>In our video hosted on TwentyThree, you'll see Charles Thiery use OTOWUI to create templates for Netflix. He demonstrates how easy it is to create consistent branding, insert logos, select fonts and colors, and integrate them into elegant, functional templates.</p><p><br></p><h2>Customization and adaptability</h2><p>OTOWUI stands out for its flexibility. Whether you want to create a unique branding for your company or quickly adapt your templates to new campaigns, OTOWUI meets these needs with remarkable efficiency.</p><p><br></p><h2>Conclusion: A Revolution in Marketo Template Creation</h2><p>In short, OTOWUI is not just a tool, but an essential partner for any Marketo user looking to stand out from the crowd with exceptional email templates and LPs. Discover in our TwentyThree video how OTOWUI combines ease of use, personalization, and integration with Marketo to transform your digital marketing.</p><p><br></p><p>Join us for an immersive experience and discover the potential of OTOWUI in the creation of your next Marketo templates.</p> 2023-02-13T18:19:10+00:00 yes 2720 Marketo Office Hours assets and brand kit email marketing gdpr integration marketing automation marketing stack marketo marketo office hours https://videos-en.merlinleonard.com/marketo-tip-54-smart-form-on-web https://videos-en.merlinleonard.com/v.ihtml/player.html?photo_id=83187029 https://videos-en.merlinleonard.com https://videos-en.merlinleonard.com/64968577/83187029/23b90c6f3c0ec76d779c0f1c97e858c1/small/marketo-tip-54-smart-form-on-web-thumbnail.jpg Marketo tip #54 - Smart form on web site <p>👑 Arthur has decided to completely renovate the large castle gate that welcomes all visitors.<br><br>He want the welcome process to be able:<br>👉 to recognize the visitors,<br>👉 ask them personalized questions based on the number of visits<br>👉 propose them direction guides based on their behavior<br>👉 review regularly their whole information set<br><br>Lucky for him, we can do all that with&nbsp;<a target="_blank" rel="noopener noreferrer nofollow" href="https://www.linkedin.com/company/adobemarketoengage/">Adobe Marketo</a>&nbsp;forms, with a bit of magic and genius !<br><br>I show you in this&nbsp;<a target="_blank" rel="noopener noreferrer nofollow" href="https://www.linkedin.com/feed/hashtag/?keywords=marketotip&amp;highlightedUpdateUrns=urn%3Ali%3Aactivity%3A7029359517523951616">#marketotip</a>&nbsp;a smart form on my website with the following functionalities<br>👉 prefill based on the cookie + possibility to remove the cookie<br>👉 smart progressive profiling (I decide the empty fields I want to be displayed at each touch)<br>👉 smart form exits<br>👉 possibility to review all information entered so far<br>👉 force review after 6 months<br><br>Should you want to play with the form, click here&nbsp;<br><a target="_blank" rel="noopener noreferrer nofollow" href="https://merlinleonard.com/en/marketo/marketo-office-hours/">https://merlinleonard.com/en/marketo/marketo-office-hours/</a><br></p> 2023-02-09T08:54:00+00:00 yes 699 Marketo Tips assets and brand kit marketing automation marketo marketo tip https://videos-en.merlinleonard.com/marketo-tip-53-en-keeping-track https://videos-en.merlinleonard.com/v.ihtml/player.html?photo_id=82572829 https://videos-en.merlinleonard.com https://videos-en.merlinleonard.com/64968560/82572829/816c2e10e890b620ad7dab7e912445da/small/marketo-tip-53-en-keeping-track-thumbnail.jpg Marketo tip #53 EN - Keeping track of events and dates within a program Emailing Marketo 👑 Arthur sent out the invitations for the annual Camelot Ball.<br><br>He would like a detailed report on how many times each person opened and clicked on the email, and when.<br><br>📊 He's well aware that he has a global dashboard in the&nbsp;<a href="https://www.linkedin.com/company/adobemarketoengage/">Adobe Marketo</a>&nbsp;Emailing program, and individual data in people's activity logs.<br><br>But he lacks this file in particular to see his half-sister Morganne 🧙‍♀️ 🧹et his followers reacted.<br><br>Fortunately Merlin 🧙 shows Arthur how to access a hidden report in Marketo! And so extract the data in one click and format it in his favorite spreadsheet.<br><br>👇 I show you in this Marketo Tip a cahchée view of the Emailing program of Marketo, biern useful when you want to make advanced statistics.<br><br>I also invite you to join us every Friday at 10am for 1 hour of discussion, questions and exchanges on Marketo best practices.🙌<br><br>Register here&nbsp;<a href="https://merlinleonard.com/en/marketo/marketo-office-hours/">https://merlinleonard.com/en/marketo/marketo-office-hours/</a><br> 2023-01-12T10:25:57+00:00 yes 208 Marketo Tips email marketing kpi marketing marketing automation marketo https://videos-en.merlinleonard.com/moh-marketo-assets-landing-pages https://videos-en.merlinleonard.com/v.ihtml/player.html?photo_id=82323302 https://videos-en.merlinleonard.com https://videos-en.merlinleonard.com/64968575/82323302/85992e7f4c53a4e88d2105c1be072710/small/moh-marketo-assets-landing-pages-thumbnail.jpg MOH Marketo Assets - Landing Pages, Emails, and Forms – Best practices and trends! <h2>Landing Pages</h2><p>00:49 Glass effect on form<br>01:07 Elevator" form<br>01:33 LP is a mirror of the web site<br>01:45 Sticky banner<br>01:54 Automatically format normal images into the right shapes<br>02:42 Advanced carousels on LP<br>03:13 LP in Hebrew<br>03:33 Calendars for Events&nbsp;<br>04:40 Advanced carousels 2 on LP<br>05:15 3D Effects applied automatically on images<br>05:51 Sliding or pop-up forms<br>07:38 Cookie manager on LP<br>Empty cookies on demand or automatically<br>Deposit Marketo cookie only after explicit acceptance<br>09:25 Limit the number of places for events<br>10:18 Recover and fill UTMs after bounce<br>11:48 Hide all or part of an LP by password<br>12:39 Block a video after 30 seconds<br>13:51 Custom pop-up (Web perso like)<br>15:00 Reorganization of dynamic modules</p><h2>Forms</h2><p>16:10 Different ways to integrate forms and advanced layout<br>18:00 Controls on fields (e.g. email domains for competitors)<br>21:00 Advanced data transmission to the Data Layer&nbsp;<br>21:40 Multi-step form &amp; Pre-filling<br>23:00 Progressive Profiling adapted to the customer journey<br>28:43 Auto-filling (Company for example) and Cleaning / filling of data<br>29:45 Advanced fields controls<br>30:27 Shortcut to sales<br>31:33 Preference Center<br>Hide / Show Data<br>Personal data, companies, consents and preferences<br>Right to be forgotten, to information, pause<br>28:25 Global preference center with map<br></p><h2>Emails<br></h2><p>35:10 Respect the constraints of the different email clients<br>36:22 Insert beautiful photos<br>37:29 Customize emails with Marketo tokens, segmentations, and dynamic behavioral banners<br></p> 2022-12-28T17:53:12+00:00 yes 2511 Marketo Office Hours assets and brand kit email marketing inbound marketing marketing automation marketo marketo office hours https://videos-en.merlinleonard.com/webinar-data-quality-20210225 https://videos-en.merlinleonard.com/v.ihtml/player.html?photo_id=76277873 https://videos-en.merlinleonard.com https://videos-en.merlinleonard.com/64968578/76277873/06c929faa65f6f5c59911f5c24fa44dc/small/webinar-data-quality-20210225-thumbnail.jpg Webinar Data Quality 20210225 <h2>What you'll take away from the replay of this virtual roundtable:</h2><p>1. Understand the challenges of data quality</p><p>You can no longer ignore the cost of poor data quality in the age of customer experience. Sylvain explains why this topic should be on your radar.</p><p>2. See what data quality campaigns we have in place at M/L<br></p><ul><li>lead acquisition tracking</li><li>data enrichment</li><li>alerts</li><li>duplicate merge</li></ul><p>3. Discover the Data Quality solutions</p><ul><li>for data enrichment (CaptainVerify and Dropcontact)</li><li>for duplicate detection and automated deduplication (Cloudingo)</li></ul><p>4. Questions - Answers<br></p> 2022-06-24T13:38:02+00:00 yes 2412 Webinars customer experience data quality marketing stack https://videos-en.merlinleonard.com/the-digital-transformation-of-afps https://videos-en.merlinleonard.com/v.ihtml/player.html?photo_id=76277854 https://videos-en.merlinleonard.com https://videos-en.merlinleonard.com/64968571/76277854/a9f924c232cc4383e5e28076f5e6c091/small/the-digital-transformation-of-afps-thumbnail.jpg The digital transformation of AFP’s marketing 2020 11 12 <h2>This webinar is for you if:</h2><p>👉 You want proof that digital transformation isn’t just for ETIS and startups<br>👉 You’re wondering what the tangible results of this transformation are<br>👉 You want to have the keys to transform a large company<br>👉 You want to understand how the different phases of digital transformation are linked together</p><h2>What you’ll get out of the replay of this webinar:</h2><p>Nicolas Giraudon, AFP’s marketing director, is interviewed by Sylvain Davril, founder of the Merlin/Leonard agency and B2B Marketing specialist. He delivers a candid account of the transformation project he led at AFP.</p><ol><li>Nicolas explains to us what the challenges were for AFP at the beginning of its transformation, the obstacles to change, and how he responded in concrete terms.</li><li>What objectives did he set with management, how did he share his first results?</li><li>Why did AFP choose Marketo as its marketing automation platform? How did Marketo become central to this transformation?</li><li>Sylvain Davril from Merlin/Leonard shares the best practices inherited from 80 digital marketing transformation projects: content strategy, marketing automation, demand generation…</li></ol> 2022-06-24T13:36:44+00:00 yes 2615 Webinars digital maturity marketing automation https://videos-en.merlinleonard.com/mloh-data-security-rgpd https://videos-en.merlinleonard.com/v.ihtml/player.html?photo_id=75649671 https://videos-en.merlinleonard.com https://videos-en.merlinleonard.com/64968576/75649671/343d70a4a5a10d347e9a43b51bc8a1fc/small/mloh-data-security-rgpd-thumbnail.jpg MLOH Data Security & RGPD <div>The General Data Protection Regulation (GDPR) came into effect in May 2018. Its objective is to protect the personal data and privacy of European citizens. This text has accelerated a process already in place, and is now a reference in the world.</div><div><br></div><div>We had the chance to discuss with M° Alexandra Iteanu on May 3rd. We made a point on the RGPD and data security, especially for B2B marketing teams.</div><div><br></div><div>How to concretely apply the RGPD?</div><div>What precautions should we take on the B2B marketing side?</div><div>What are the consequences of the CNIL ruling on Google analytics?</div><div>Plan of the video</div><div><br></div><div>00:00 - Introduction</div><div>00:46 - History of the RGPD</div><div>02:25 - Risks of non-compliance with the RGPD</div><div>03:46 - Main principles of the RGPD</div><div>08:49 - Focus on the notion of personal data</div><div>15:08 - Data security</div><div>16:56 - Right to erasure of personal data and right to information</div><div>20:30 - CNIL decision regarding Google Analytics</div><div>25:33&nbsp;- Data security future</div><div><br></div><div>Let's go!</div><div><br></div><div>A full blog post details this video.</div><div><br></div><div><a href="https://merlinleonard.com/rgpd-et-securite-des-donnees-en-2022/">https://merlinleonard.com/rgpd-et-securite-des-donnees-en-2022/</a></div> 2022-05-02T20:08:01+00:00 yes 1803 Webinars GDPR marketing automation https://videos-en.merlinleonard.com/who-is-merlinleonard https://videos-en.merlinleonard.com/v.ihtml/player.html?photo_id=74638672 https://videos-en.merlinleonard.com https://videos-en.merlinleonard.com/64968575/74638672/6a870dfdc45855a5caeb58fa7de29b72/small/who-is-merlinleonard-thumbnail.jpg Who is Merlin/Leonard ? Merlin/Leonard is a consulting firm that specializes in Marketo, the marketing automation solution, and all the Martech stack that completes Marketo.<br><br> Our ambition is to bring to your marketing magic and genius so that you deliver an outstanding customer experience.<br><br>We offer marketing automation consulting, projects, training and support on Marketo and on the other Martech solutions that we support.<br><br>What makes us unique?<br><br>First, we are one of the most important Marketo partners in France, with more than 80 happy customers, from the start-up to the enterprise account.<br><br>Second topic, we have been using internally for a long time all the solutions we support. And we try to push further everyday the limit of marketing automation.<br><br>So we have Marketo and Salesforce for our own business needs, along with Twentythee for the video marketing, Limber for the social amplification, Xeno for the chatbot and plenty other solutions for the advanced reporting, text messaging, content management…<br><br> Third topic, we have a proven track record of integrating Marketo in the rest of the information system. <br>We can discuss wit h your IT department, train then on the Marketo APIs and best practices, and define with them the best architecture for the integration.<br><br> Fourth topic, we aim for you to be autonomous on Marketo. We have defined the shortest project and training pack that will bring you to the autonomy of this solution.<br> Today, more than half of my customers don’t use my services anymore<br><br> Fifth topic, we run every Friday one hour of free support on Marketo, you are welcome !<br><br> You can register in the link in the description. 2022-03-15T15:27:04+00:00 yes 153 Showcase customer experience marketing automation marketo https://videos-en.merlinleonard.com/testimony-aurelie-turquier-murex https://videos-en.merlinleonard.com/v.ihtml/player.html?photo_id=74464663 https://videos-en.merlinleonard.com https://videos-en.merlinleonard.com/64968569/74464663/5d13297ea4e0ad95b3a5cdb12d323a48/small/testimony-aurelie-turquier-murex-thumbnail.jpg Testimony - Aurélie Turquier, Murex, Marketing Operations Manager <div>Discover the feedback of Aurélie Turquier of Murex, who uses the services of Merlin/Leonard on a daily basis to progress on Marketo.<br><br></div><div>Transparency, a willingness to help people progress and responsiveness are the points that Aurélie appreciates about Merlin/Leonard.</div> 2022-03-03T15:56:19+00:00 yes 586 Testimonials customer experience testimonial https://videos-en.merlinleonard.com/testimony-thomas-boykin-afp-head https://videos-en.merlinleonard.com/v.ihtml/player.html?photo_id=74464662 https://videos-en.merlinleonard.com https://videos-en.merlinleonard.com/64968575/74464662/a17fb2eb3b3d997cba9608f8bff19047/small/testimony-thomas-boykin-afp-head-thumbnail.jpg Testimony - Thomas Boykin, AFP , Head of CRM and Marketing Automation Read the testimony of Thomas Boykin, AFP, Head of CRM and Marketing Automation. 2022-03-03T15:56:19+00:00 yes 385 Testimonials customer experience testimonial https://videos-en.merlinleonard.com/testimony-clara-guenand-generix https://videos-en.merlinleonard.com/v.ihtml/player.html?photo_id=74464659 https://videos-en.merlinleonard.com https://videos-en.merlinleonard.com/64968566/74464659/13b6fe045d51de722b02650776121aac/small/testimony-clara-guenand-generix-thumbnail.jpg Testimony - Clara Guénand, Generix Group, Marketing Manager Read the testimony of Clara Guénand, Generix Group, Marketing Manager. 2022-03-03T15:56:16+00:00 yes 428 Testimonials customer experience testimonial https://videos-en.merlinleonard.com/camp-5-behavioral-marketing https://videos-en.merlinleonard.com/v.ihtml/player.html?photo_id=74463722 https://videos-en.merlinleonard.com https://videos-en.merlinleonard.com/64968566/74463722/5b7093911bee2bd3d56c36b6b25b8faa/small/camp-5-behavioral-marketing-thumbnail.jpg Camp #5 / Behavioral Marketing <h2>Personalize the digital conversation to the extreme</h2><div><br></div><div>Behavioral marketing allows you to initiate your social selling strategy and start sending content based on behavioral information.</div><div><br></div><div>In the previous stage of your journey to digital maturity, you started your conversational marketing strategy based on demand generation, marketing automation and your content strategy. As a result, you have:</div><ul><li>Sent relevant content based on demographic information</li></ul><ul><li>Personalized your website in real time</li></ul><ul><li>Improved social media performance to generate leads</li></ul><ul><li>Refined lead scoring rules</li></ul><div>Discover with Camp #5 how to deploy your behavioral marketing, to :</div><ul><li>send relevant content based on behavioral information</li></ul><ul><li>initiate your social selling strategy</li></ul><ul><li>increase the acquisition and conversion of leads from your website.</li></ul><div>Discover the main steps of the transformation towards B2B digital marketing maturity with our infographic: <a href="https://www.merlinleonard.com/2018/06/25/infographie-maturite-digitale/">https://www.merlinleonard.com/2018/06/25/infographie-maturite-digitale/</a></div><div><br></div><div>Learn more about social selling: <a href="https://www.merlinleonard.com/2018/07/28/comment-reussir-votre-strategie-de-social-selling/">https://www.merlinleonard.com/2018/07/28/comment-reussir-votre-strategie-de-social-selling/</a></div><div><br></div><div>For more information on behavioral marketing, visit our website:</div><div><a href="https://www.merlinleonard.com/">https://www.merlinleonard.com/</a></div> 2022-03-03T15:01:57+00:00 yes 148 Digital Marketing Maturity customer experience digital maturity Essentials inbound marketing marketing automation marketing stack marketing strategy https://videos-en.merlinleonard.com/camp-2-the-marketing-automation https://videos-en.merlinleonard.com/v.ihtml/player.html?photo_id=74463719 https://videos-en.merlinleonard.com https://videos-en.merlinleonard.com/64968579/74463719/acb0fe26ff4b2f4a89e914b4c11d1d06/small/camp-2-the-marketing-automation-thumbnail.jpg Camp #2 / The Marketing Automation project <h2>Make your Marketing Automation project a success</h2><p><br>At this stage, you will begin the deployment of your marketing automation solution. <br><br>The marketing automation project is an essential step to reach the maturity of your B2B digital marketing.</p><div><br></div><div>In the previous step (camp #1) you have already built a robust organization, defined and personified your targets by building buyer personas, delimited your content strategy, transformed your website and chosen your marketing automation solution.</div><div><br></div><div>Discover in preparation for camp #2 how to align marketing and sales, before you can connect the CRM and your marketing automation tool to automate existing outbound campaigns. You will then see how to optimize email deliverability.<br></div><div><br></div><div>Discover the major steps to transform your digital marketing maturity in an infographic: <a href="https://www.merlinleonard.com/2018/06/25/infographie-maturite-digitale/">https://www.merlinleonard.com/2018/06/25/infographie-maturite-digitale/</a></div><div><br></div><div><div>Make your Marketing Automation project a success by reading this detailed article:</div><div><a href="https://www.merlinleonard.com/strategie-marketing/maturite-du-marketing-digital-la-mise-en-place-du-..">https://www.merlinleonard.com/strategie-marketing/maturite-du-marketing-digital-la-mise-en-place-du-...</a>.<br><br></div></div><div>To learn more about the preparation of camp #2 and the transformation project of your B2B digital marketing, go to our website: <a href="https://www.merlinleonard.com/">https://www.merlinleonard.com/</a></div> 2022-03-03T15:01:52+00:00 yes 246 Digital Marketing Maturity customer experience digital maturity Essentials inbound marketing marketing automation marketing stack marketing strategy https://videos-en.merlinleonard.com/camp-4-conversational-marketing https://videos-en.merlinleonard.com/v.ihtml/player.html?photo_id=74463702 https://videos-en.merlinleonard.com https://videos-en.merlinleonard.com/64968580/74463702/91c2b8af2a579394f35c21dea5e83abd/small/camp-4-conversational-marketing-thumbnail.jpg Camp #4 / Conversational Marketing <h2>Start conversational marketing.</h2><div><br></div><div>In the previous stages of your journey towards B2B digital marketing maturity, you have prepared your transformation, deployed your marketing automation project and started your path towards demand generation.</div><div><br></div><div>A little reminder from camp #3: you have already refined your campaigns by chaining them together, built your community of ambassadors, enriched your customer knowledge with lead scoring and implicit data, and started to get the voice of the customer hot off the press.</div><div><br></div><div>Find out in this step how to</div><ul><li>send relevant content based on demographic information</li></ul><ul><li>personalize your website in real time</li></ul><ul><li>improve social media performance to accelerate lead generation and,</li></ul><ul><li>refine your lead scoring rules.</li></ul><div><br></div><div>Discover the major steps of your digital marketing maturity transformation in an infographic: <a href="https://www.merlinleonard.com/2018/06/25/infographie-maturite-digitale/">https://www.merlinleonard.com/2018/06/25/infographie-maturite-digitale/</a></div><div><br></div><div>Visit our website to learn more about conversational marketing: <a href="https://www.merlinleonard.com/">https://www.merlinleonard.com/</a></div> 2022-03-03T15:01:04+00:00 yes 176 Digital Marketing Maturity customer experience digital maturity Essentials inbound marketing marketing automation marketing stack marketing strategy https://videos-en.merlinleonard.com/base-camp-prepare-the-change https://videos-en.merlinleonard.com/v.ihtml/player.html?photo_id=74463701 https://videos-en.merlinleonard.com https://videos-en.merlinleonard.com/64968579/74463701/8fa00908e390f51042d7e6eb2062d508/small/base-camp-prepare-the-change-thumbnail.jpg Base camp / Prepare the change <h2>Prepare the base camp to start your journey to your digital marketing transformation.</h2><div><br></div><div>Preparation is crucial to successfully launch your transformation and reach the heights of B2B Digital Marketing.</div><div><br></div><div>Don't rush on technologies like marketing automation at this stage.</div><div><br></div><div>The first step is to switch from a mass marketing strategy to a marketing engagement strategy and train your C-suite and your management.&nbsp;</div><div><br></div><div>Discover how to build a conversation between marketing and sales on one hand, and between your C-Suite and the temas on the other hand to build a successful digital transformation strategy and aim toward a better customer experience.</div><div><br></div><div>Define 3-year KPIs and budgets before starting your transformation project by auditing and cleaning up your database and CRM.</div><div><br></div><div>Discover the major steps of the transformation towards digital maturity in an infographic: <a href="https://www.merlinleonard.com/2018/06/25/infographie-maturite-digitale/">https://www.merlinleonard.com/2018/06/25/infographie-maturite-digitale/</a></div><div><br></div><div>To prepare yourself for the long journey to B2B digital marketing maturity, read Sylvain Davril's in-depth article: <a href="https://www.merlinleonard.com/2017/09/27/maturite-du-marketing-digital-b2b-preparation/">https://www.merlinleonard.com/2017/09/27/maturite-du-marketing-digital-b2b-preparation/</a></div><div><br></div><div>Learn how to deal with marketing automation project failures: <a href="https://www.merlinleonard.com/2018/06/14/echec-du-marketing-automation/">https://www.merlinleonard.com/2018/06/14/echec-du-marketing-automation/</a></div><div><br></div><div>Want to learn more about project preparation for digital maturity? Go to our website: <a href="https://www.merlinleonard.com">https://www.merlinleonard.com</a></div> 2022-03-03T15:01:03+00:00 yes 203 Digital Marketing Maturity customer experience digital maturity Essentials inbound marketing marketing automation marketing stack marketing strategy https://videos-en.merlinleonard.com/camp-1-the-content-strategy https://videos-en.merlinleonard.com/v.ihtml/player.html?photo_id=74463692 https://videos-en.merlinleonard.com https://videos-en.merlinleonard.com/64968576/74463692/1ba68ffd3e5850a539645fdfd3d5ff5f/small/camp-1-the-content-strategy-thumbnail.jpg Camp #1 / The Content Strategy <h2>Find out how to define and refine your content strategy</h2><br><p>This is an essential step in creating a coherent inbound marketing strategy and paving the way for the customer experience.<br></p><div><br></div><div>In the previous step, you've moved from mass marketing to engagement marketing, reached agreement between management and teams on the strategy to be pursued, and started auditing and cleaning up your base before defining KPIs and a 3-year budget.</div><div><br></div><div>Find out how to build a robust organization, before defining your content strategy and transforming your website. You will then have the tools to define your buyer personas and choose your marketing automation solution.<br></div><div><br></div><div>Discover the main steps of the transformation towards digital maturity in an infographic: <a href="https://www.merlinleonard.com/2018/06/25/infographie-maturite-digitale/">https://www.merlinleonard.com/2018/06/25/infographie-maturite-digitale/</a><br></div><div><br></div><div>Define and refine your content strategy, read this in-depth article :<br></div><div><a href="https://www.merlinleonard.com/2018/05/17/maturite-marketing-digital-strategie-de-contenus/">https://www.merlinleonard.com/2018/05/17/maturite-marketing-digital-strategie-de-contenus/</a><br></div><div><br></div><div>To learn more about the preparation of camp n°1, go to our website: <a href="https://www.merlinleonard.com/">https://www.merlinleonard.com/</a></div> 2022-03-03T15:00:18+00:00 yes 197 Digital Marketing Maturity customer experience digital maturity Essentials inbound marketing marketing automation marketing stack marketing strategy https://videos-en.merlinleonard.com/camp-n-6-revenue-performance https://videos-en.merlinleonard.com/v.ihtml/player.html?photo_id=74463689 https://videos-en.merlinleonard.com https://videos-en.merlinleonard.com/64968580/74463689/c25d801267dbc0098de7d97cf281ed5d/small/camp-n-6-revenue-performance-thumbnail.jpg Camp n° 6 / Revenue Performance Management <h2>Discover revenue performance management</h2><div><br></div><div>Last step of the great journey towards B2B digital marketing maturity, discover revenue performance management. Between the base camp and camp 5, you have :</div><ul><li>prepared your transformation</li></ul><ul><li>defined your content strategy</li></ul><ul><li>initiated your demand generation project</li></ul><ul><li>deployed your conversational and behavioral marketing strategy</li></ul><div><br></div><div>To be more precise, in the previous stage you started sending relevant content based on behavioral information, initiated your social selling strategy and increased lead acquisition and conversion on your website.</div><div><br></div><div>Find out how to implement revenue performance management :</div><div>by integrating artificial intelligence at relevant points in the customer journey</div><div>by measuring the ROI of your campaigns in real time and continuously improving the customer experience.</div><div><br></div><div>Discover the main steps of the B2B digital marketing transformation with our infographic:</div><div><a href="https://www.merlinleonard.com/2018/06/25/infographie-maturite-digitale/">https://www.merlinleonard.com/2018/06/25/infographie-maturite-digitale/</a></div><div><br></div><div>To learn more about revenue performance management, visit our website: <a href="https://www.merlinleonard.com/">https://www.merlinleonard.com/</a></div> 2022-03-03T15:00:16+00:00 yes 154 Digital Marketing Maturity customer experience digital maturity Essentials inbound marketing marketing automation marketing stack marketing strategy https://videos-en.merlinleonard.com/camp-3-the-demand-generation https://videos-en.merlinleonard.com/v.ihtml/player.html?photo_id=74463681 https://videos-en.merlinleonard.com https://videos-en.merlinleonard.com/64968575/74463681/a23d2f366f79563341aafda6ebc42c0c/small/camp-3-the-demand-generation-thumbnail.jpg Camp #3 / The Demand Generation <h2>Understanding the challenges of Demand Generation</h2><p><br>Discover how to pave the way for demand generation, an essential step to reach digital maturity and move towards the customer experience.</p><div><br></div><div>In the previous step, you deployed your marketing automation project: you automated existing campaigns, aligned marketing and sales, optimized email deliverability and connected CRM and marketing automation.<br></div><div><br></div><div>Discover in this step how to add the extra brick with demand generation:<br></div><ul><li>Build your ambassador communities by refining your social media management strategy</li></ul><ul><li>Refine inbound and outbound campaigns by linking them</li></ul><ul><li>Enrich customer knowledge by collecting and analyzing implicit data and tracking your lead acquisition</li></ul><ul><li>Define lead scoring rules</li></ul><div><ul><li>Bring up the voice of the customer.</li></ul><br></div><div>Discover the main steps of the transformation towards the maturity of your digital marketing in an infographic: <a href="https://www.merlinleonard.com/2018/06/25/infographie-maturite-digitale/">https://www.merlinleonard.com/2018/06/25/infographie-maturite-digitale/</a></div><div><br></div><div>Discover Sylvain Davril's article to understand the challenges of demand generation:&nbsp;<a href="https://www.merlinleonard.com/strategie-marketing/demand-generation-marketing-digital-b2b/">https://www.merlinleonard.com/strategie-marketing/demand-generation-marketing-digital-b2b/</a><br><br></div><div>To learn more about demand generation, visit our website: <a href="https://www.merlinleonard.com/">https://www.merlinleonard.com/</a></div> 2022-03-03T14:59:57+00:00 yes 172 Digital Marketing Maturity customer experience digital maturity Essentials inbound marketing marketing automation marketing stack marketing strategy https://videos-en.merlinleonard.com/marketo-tip-04-increase-your https://videos-en.merlinleonard.com/v.ihtml/player.html?photo_id=74462958 https://videos-en.merlinleonard.com https://videos-en.merlinleonard.com/64968571/74462958/b6b6734b86c2be5645701d90fc572d88/small/marketo-tip-04-increase-your-thumbnail.jpg Marketo Tip #04 - Increase your productivity in Marketo thanks to a great foldering and naming convention <p>👑✨ Attention, Knights of the Round Table! ✨👑</p><p><br></p><p>The kingdom of Camelot is in great peril! The Knights of the Round Table registry is plunged into total chaos. No one understands anything anymore. 🌀🤯 <br><br>But don't worry, because Merlin is here to save the day with a powerful solution! 💪🧙‍♂️</p><p><br></p><p>We present today's Marketo Tip of the Day: "The Power of Folder Structure and Naming Standard." 📂🏷️</p><p><br></p><p>Imagine a world where our noble knights can collaborate seamlessly and keep Camelot's registry clean and organized. This tip will revolutionize the way we work together, bringing order and harmony to our marketing efforts. 🌟🤝</p><p><br></p><p>By implementing a standardized folder structure and naming standard, we will triumph over the chaos that plagues us! ⚔️🗂️<br>Never again will we stumble over duplicate folders, or get lost in the maze of obsolete campaigns. With a few simple guidelines, we can pave the way to success. 🛡️💼</p><p><br></p><p>Like Excalibur, this tip is a weapon of productivity, granting you the power to :</p><p><br></p><p>✅ Foster seamless team collaboration</p><p>✅ Maintain an immaculate Marketo instance</p><p>✅ Easily locate and manage campaigns</p><p>✅ Track our past successes</p><p>✅ Archive old programs effortlessly</p><p><br></p><p>Join us on this epic journey to transform the way we work in marketing. Let's establish a new era of efficiency and clarity within the Knights of the Round Table! 🌐🚀</p><p><br></p><p>Remember, fellow knights, when the ledger is in order, our marketing power will shine brighter than the Holy Grail itself! 🌟✨</p><p><br></p><p>Find more magical content on our website: <a target="_blank" rel="noopener noreferrer nofollow" href="https://merlinleonard.com/ressources/">https://merlinleonard.com/ressources/</a>!</p><p><br></p><p>And I also invite you to join us every Friday at 10am for 1 free hour of discussion, questions and sharing of Marketo best practices.</p><p><br></p><p>Register here: <a target="_blank" rel="noopener noreferrer nofollow" href="https://m-l.site/Marketo-Office-Hours-5">https://m-l.site/Marketo-Office-Hours-5</a></p> 2022-03-03T14:24:41+00:00 yes 485 Marketo Tips assets and brand kit data quality gdpr marketo marketo tip organisation marketing ops https://videos-en.merlinleonard.com/marketo-tip-03-stop-the-press https://videos-en.merlinleonard.com/v.ihtml/player.html?photo_id=74462949 https://videos-en.merlinleonard.com https://videos-en.merlinleonard.com/64968575/74462949/3841c84c171d41a2fcc3d719bc5e479c/small/marketo-tip-03-stop-the-press-thumbnail.jpg Marketo Tip #03 - Stop the press ! How to correctly stop a launched Marketo Campaign ! <div>🔮 Check out the latest Marketo Tip #03: Cleanly shut down your Marketo campaigns and avoid inconvenience! 👑</div><div><br></div><div>Hi everyone, this is Sylvain Davril, founder of the team. Today we're going to dive into a tricky situation in Camelot. Our beloved King Arthur has been hosting the annual Grand Ball, and guess what? It's a smashing success! The place is packed, and now Arthur wants to avoid sending out the originally planned reminders.</div><div><br></div><div>In this video, I'll show you how to cleanly shut down an ongoing Marketo campaign without breaking the bank. We'll cover the critical steps to consider, including the waiting steps. Because, let's face it, no one wants to disappoint people who have already signed up by telling them there are no more spots, right?</div><div><br></div><div>I'll share with you how to create a new campaign, which I'm calling "Stop the Press," to cleanly remove people from the waitlist. With a specific action, you'll be able to get them out of the flow without risking any adverse effects. And of course, let's not forget the reminders for the already registered participants. I'll show you how to set up a data collection campaign to send these reminders with ease.</div><div><br></div><div>By following these tips, you'll be able to successfully stop your Marketo campaigns, preserving your reporting metrics and clearly understanding what happened. Whether you're a marketing expert or want to improve your skills, this video is for you! Don't miss this essential Marketo tip.</div><div><br></div><div>Subscribe to our channel and join us for more marketing tips and tricks. Stay tuned, my friends!</div><div><br></div><div>🔮 Find more magical content on our site: <a href="https://merlinleonard.com/ressources/">https://merlinleonard.com/ressources/</a>&nbsp;</div><div><br></div><div>And I'm pleased to invite you to join us every Friday at 10am for a free hour of discussion, questions and sharing of Marketo best practices.</div><div><br></div><div>Sign up here: <a href="https://m-l.site/Marketo-Office-Hours-5">https://m-l.site/Marketo-Office-Hours-5</a>.</div> 2022-03-03T14:23:56+00:00 yes 356 Marketo Tips event marketing marketing automation marketo marketo tip https://videos-en.merlinleonard.com/marketo-tip-01-how-to-correctly https://videos-en.merlinleonard.com/v.ihtml/player.html?photo_id=74462948 https://videos-en.merlinleonard.com https://videos-en.merlinleonard.com/64968567/74462948/8cfe000851e136b0d45b6994198b7391/small/marketo-tip-01-how-to-correctly-thumbnail.jpg Marketo Tip #01 - How to correctly read the email and email link report in Marketo <p>👑 O Arthur, king of Camelot! Having trouble understanding the numbers in your email reports in Marketo?</p><p>Don't panic, the knights of Merlin/Leonard are here to help!&nbsp;</p><p>In this first edition of our Marketo Tips, Sylvain Davril, our founder and Leonardo of the team, embarks on a quest to teach you how to interpret the statistics of your email campaigns like a true magician. 🧙‍♂️<br></p><p>On the agenda of this adventure:&nbsp;</p><ul><li>📊 Exploring the mysterious key performance indicators of email campaigns.&nbsp;</li><li>📧 Demystifying the enigmatic hard bounce and soft bounce&nbsp;</li><li>⏰ Analyzing send times to capture your audience's attention&nbsp;</li><li>🔍 Confronting the numbers in the legendary Email Performance and Email Link Performance reports&nbsp;</li></ul><p>Join the Merlin/Leonard roundtable and unlock the secrets of email marketing reports with Marketo. Subscribe to our channel so you don't miss the next Marketo Tips that will lead you to marketing victory! 🏰&nbsp;<br></p><p>More magical content at <a href="https://merlinleonard.com/ressources/">https://merlinleonard.com/ressources/</a>!&nbsp;<br></p><p>And I also invite you to join us every Friday at 10am for 1 free hour of discussion, questions and sharing of Marketo best practices.&nbsp;<br></p><p>Sign up here <a href="https://m-l.site/Marketo-Office-Hours-5">https://m-l.site/Marketo-Office-Hours-5</a>.<br></p> 2022-03-03T14:23:51+00:00 yes 391 Marketo Tips email marketing kpi marketing marketing automation marketo marketo tip https://videos-en.merlinleonard.com/marketo-tip-02-find-out-how-to https://videos-en.merlinleonard.com/v.ihtml/player.html?photo_id=74462947 https://videos-en.merlinleonard.com https://videos-en.merlinleonard.com/64968560/74462947/404ccde07644aae8f7b058e3559de357/small/marketo-tip-02-find-out-how-to-thumbnail.jpg Marketo Tip #02 - Find out how to track your site visitors with Marketo <div><div>👑 New Marketo Tip! Learn how to track your site visitors with Marketo. 👀</div><div><br></div><div>As the king or queen of your domain, imagine wanting to know the visitors who are walking your grounds each week.🏰</div><div><br></div><div>In this new episode of Marketo Tip by Merlin/Leonard, I introduce you to an amazing trick to answer this quest: the ability to subscribe to specific reports via Marketo.📊</div><div><br></div><div>Led by Sylvain Davril, founder of Merlin/Leonard, you'll learn how to configure the "Company Web Activity" and "Web Page Activity" reports to include anonymous visitors. This way, you won't miss any more visits to your site! 🌐</div><div><br></div><div>Imagine receiving a compilation of the companies that visited your site every Monday morning, allowing you to explore the visitors and guilds that roam your online kingdom. And to take it a step further, you'll even be able to track individual visitors and identify those who remain anonymous.💼</div><div><br></div><div>In this video, you'll also discover how to save these reports and manage your Marketo subscriptions with ease. Whether you're on the analytics or marketing side, adjust your subscriptions as needed and get a clear view of your digital kingdom.📈</div><div><br></div><div>Don't miss this opportunity to become a savvy king or queen by tracking your site visitors with Marketo! Subscribe now to this Marketo Tip and reveal the mysteries of your online kingdom.🔍</div><div><br></div><div>Don't forget to subscribe to our channel for more marketing tips and tricks from Merlin/Leonard. See you soon! 💼</div><div><br></div><div>More magical content at <a href="https://merlinleonard.com/ressources/">https://merlinleonard.com/ressources/</a>!&nbsp;</div><div><br></div><div>And I also invite you to join us every Friday at 10am for 1 free hour of discussion, questions and sharing of Marketo best practices.&nbsp;</div><div><br></div><div>Sign up here <a href="https://m-l.site/Marketo-Office-Hours-5">https://m-l.site/Marketo-Office-Hours-5</a>.</div></div> 2022-03-03T14:23:51+00:00 yes 389 Marketo Tips kpi marketing marketing automation marketo marketo tip https://videos-en.merlinleonard.com/marketo-tip-05-use-your-crm https://videos-en.merlinleonard.com/v.ihtml/player.html?photo_id=74459769 https://videos-en.merlinleonard.com https://videos-en.merlinleonard.com/64968568/74459769/28b57691990a282f9ada90d3fbc78956/small/marketo-tip-05-use-your-crm-thumbnail.jpg Marketo tip #05 - Use your CRM Business Model in Marketo for a better Customer Marketing <div>🔮✨👑 [Marketo Tip #05 - Using your business model in Marketo] 👑✨🔮</div><div><br></div><div>Hello everyone, this is Sylvain Davril from Merlin/Leonard! Today we have a story worthy of a Camelot tale to illustrate the power of Custom Objects in Marketo.</div><div><br></div><div>Imagine King Arthur, ruler of our lands, facing an unprecedented drought. He needs wizards who can make it rain to save his crops. As king, he has an impressive CRM of wizards and their spells at his disposal, but how can he target only those who have mastered the rain spell?</div><div><br></div><div>🌦️ Here's how Marketo and Custom Objects come to King Arthur's rescue:</div><div><br></div><div>1️⃣ First, Arthur creates a "Spells" Custom Object in Marketo, attaching all the relevant details such as the spell's name, power, duration, and more, and which wizard has mastered it</div><div><br></div><div>2️⃣ Then, our king uses an Excel file or an integration between his CRM and Marketo to load the information about the wizards and their spells into Marketo.</div><div><br></div><div>3️⃣ With Custom Objects in place, Arthur can now create filters to specifically target wizards who have mastered the rain spell.</div><div><br></div><div>4️⃣ Using Marketo's Triggers, Arthur can even trigger specific actions, such as sending a summons email to those wizards when the need for rain arises.</div><div><br></div><div>5️⃣ Finally, with these actions, our king can effectively manage his list of wizards, ensure rain for his lands and save his crops!</div><div><br></div><div>With Marketo and Custom Objects, even a task worthy of a king becomes manageable! Whether you're a medieval ruler or a 21st century entrepreneur, you can use Marketo to target and communicate with your audience more accurately and efficiently.</div><div><br></div><div>For more Marketo tips, stay tuned for our next Marketo Tip. Long live King Arthur and effective data management! 🏰🧙‍♂️💼</div><div><br></div><div>Find more magical content on our website: <a href="https://merlinleonard.com/ressources/">https://merlinleonard.com/ressources/</a>!</div><div><br></div><div>And I also invite you to join us every Friday at 10am for 1 free hour of discussion, questions and sharing of Marketo best practices.</div><div><br></div><div>Register here: <a href="https://m-l.site/Marketo-Office-Hours-5">https://m-l.site/Marketo-Office-Hours-5</a></div> 2022-03-03T11:54:40+00:00 yes 555 Marketo Tips customer marketing integration marketing automation marketo marketo tip