In this podcast episode, with Marketing Ops specialist Moni Oloyede, a marketing operations technologist. She has experience in Eloqua, Marketo, HubSpot, and Pardot. She works for Fidelis Cybersecurity.

Moni and I did an episode already. You might want to check episode 20 and listen to that one first, because we talk about the basics of marketing ops, marketing automation, and CRM, including the perils. Today, we’re going to go a deeper by talking about multi-channel marketing attribution and how to work back to the goal you need to hit.

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Transcript:

– [Moni] Get baselines, establish baselines, and then your company’s going to reach, want to reach some kind of target. Figure out what that is, and then work backwards from your baseline, and figure out how much you need to increase,

– Work backwards.

– [Moni] to get to that goal.

– Hey, you’re listening to More Than Marketing. I’m your host, Arsham Mirshah, joined again by Moni Oloyede.

– Perfect.

– I get it right?

– Nailed it!

– I love it, it’s a beautiful last name. Moni and I did an episode, if you are listening to this one you might want to go back to episode 20, and listen to that one first, ’cause we talk about marketing ops, and marketing automation and CRM and some, the perils and therein. Today we’re going to go a little deeper I think.

– Mm-hm, yeah.

– Yeah. Talk about other things that we’re seeing, and hopefully, give you some tips to take back to your companies. Moni, could I have you introduce yourself again, now?

– Sure, so, I am a marketing operations kind of specialist, marketing technologist is what I like to kind of refer to myself, but I’ve been in marketing operations almost my entire career. Started out with Eloqua, then moved over into learning Marketo, and HubSpot, and Pardot and a bunch of other tools, consulting, and then coming back in-house, but right now currently work for a cybersecurity company, running marketing operations for them.

– And I think it’s really interesting, I think we’ve talked about this on our first episode, that like, marketing ops, or marketing operations, it’s like, that role didn’t exist 10 years ago.

– No. No.

– Right?

– Exactly.

– And it’s cool, now it’s an actual, you see it all in the job boards, marketing ops and–

– Yeah.

– Companies are starting to realize.

– Starting to realize that. I think it’s across department actually I know, you have sales operations and HR operations, and–

– DevOps.

– DevOps, exactly. Wherever there’s sort of the technology, you need operations to kind of bring those things together.

– Thank you. Thank you, you nailed it. ‘Cause I was just about to ask, let me just ask, what is marketing op, why do we need marketing ops?

– Right. So–

– That’s where the technology is, you said.

– It’s where the technology is. And not only where the technology is, but making all, at certain point, if you have more than two technologies, they need to talk to each other.

– Yeah.

– Right? And connecting them, and making that as a seamless as a process as you possibly can.

– That’s a major trend that my partner and I are seeing, and are talking about, is that, you know, rewind 10, five, even five years ago, even a couple years ago, data was, and still is today but it, moving it forward won’t be, is siloed,