Speaker 0: Hi, everyone. Hello. Alright. We’re gonna get started here pretty quick. Uh, my name is Kara. I’m from Sercante, and I’m really excited to be moderating this session today with Marissa from Grammarly. She’s gonna be talking us through how to create a road map for your Salesforce journey in Mops. So take it away, Marissa.

Speaker 1: Awesome. Hi, everyone. Welcome to creating a road map for your Salesforce journey in Mops. Uh, my name is Marissa Labadini. I’ll be the host today. And today’s session is really designed for those of you seeking entry into marketing operations , um, or if you’re just starting your mark marketing operations career. This will also be a really great resource resource for any of you who are growing, um, and you need an onboarding tools, uh, for your teams. So starting off with some quick admin, of course, we wanna thank all our incredible sponsors listed below. MarDreaming could not be possible without any of you. So now going in today to today’s agenda, we’re gonna start with Mops and how I got here. Then we’ll go into understanding Mops processes as a new hire. Then we’ll share some key Pardot and Salesforce essentials. Then I’ll share, um, what becoming remarkable in Mops means to me. And then, of course, at the end, I’ll share some of my favorite resources and tools for you to check out, um, on your own, and then we’ll leave some time for q and a too.

So before we dive into it, I wanna give you some context on how I got here and how I ended up in marketing operations. So I went to school at the University of New Hampshire, and I got a BS in business administration with focuses in entrepreneurial studies and marketing. So I really did always know I wanted to do something, um, involving marketing, but didn’t really know exactly what. Uh, so this led me to interning at Unruly Studios, which is an EdTech startup. Uh, so I interned there during my time in college. And then my senior year, I worked part time for them. And then once I graduated, I continued on full time. So if you’re not familiar with Unruly Studios, it is a smaller start up. Um, so when I started, my the marketing team was only made up of three of us. So because of this, I had the opportunity to be exposed exposed and gain many responsibilities and many facets of marketing. And then after three years there, it really hit me that marketing operations was where I wanted, um, to go and where I belonged. And this was because these are my favorite tasks to do. I spent, um, my day to day when it came up to something like creating a landing page, data hygiene, importing a list, um, creating flows. This is just where I clicked and what I love to do, and it was my thing. So once I figured out that was actually marketing operations, um, it was time for me to figure out how to get there. And then in addition, I feel like some of my prominent strengths also align with, um, the typical ops persona, and those being solution oriented, curious, and I for creating efficiency, being a fast learner, um, and also being determined. So if I missed any skills that you also think fit into a mom’s skill set, please feel free to write them in the chat. Would also love to get your, um, participation and engagement as well.

So once I figured out marketing operations is where I wanted to go, um, um, this is how I ended up at Grammarly. And before we even dive into that, I wanna pause to see if anyone in the audience is currently a Grammarly user. Hopefully, there’s a few of you out there. Awesome. Great. Um, well, looks like a couple of you, but if you’re not familiar with Grammarly, I’ll quickly go over it. We are a writing assistant rooted in AI that is designed to accelerate the writing process across platforms. So this was literally my go to all throughout my college career and my early professional career, uh, uh, because I’m not the best speller. So I always have this in my back pocket, and it was really great, um, to ended up landing a job here. It felt very full circle for me, and then it’s even cooler that they have now a Grimmerly business side, um, so I can use it throughout, uh, my career now.

So getting into my role at Grammarly, I am the b to b marketing operations specialist for the Grammarly business side of our business. So, essentially, I carry out and support a lot of the demand gen initiatives. And what that can look like, it could be building emails or landing pages, creating audience segmentations, or even doing a webinar or MQL workflow. An example of my work is here on the left. This is one of our monthly newsletters that we send out. So this would be something that I build and then send to the appropriate audiences.

So now getting into mops as a new hire. So as a new hire starting in mops, these are the three key things to learn within the first thirty days, in my opinion. So for me, this probably took me longer to get a hold of, um, when I first started at Grammarly. But if I were to start over, these are the three things I would prioritize first.

So starting with MQL standards, you really wanna make sure you understand your company’s MQL definition. Though these can be quite similar, um, between companies, there are, like, little nuances that you’ll wanna pick up on quickly. So those are usually surrounded around MQL qualifications. It could be lead scoring, lead grading, ICP specifications, or even Einstein GPT behavior. And then for reference, at Grammarly, we focus our qualifications mostly around company size, management level, and then also prospect behavior, whether that be a hand raiser or they organically MQL through scoring.

So once you understand the MQL definition, you’ll then wanna go down the rabbit hole of custom fields. So custom fields are used to gather more specific data on a prospect within Pardot. So this could be a certain field that’s always on your contact sales form, or it could be a piece of enriched data that you get from ZoomInfo. Uh, but whatever it is, you’ll really wanna understand how and why, um, you have it within a custom field. So one thing I did when I first started was I created an Airtable, and then I went through all the custom fields we had within Pardot, and I mapped them out. And then I highlighted or made a special note of, um, ones that related to our MQL definition. And then if I wasn’t sure why or how a custom field worked, I asked early on. Um, and I still refer back to that Airtable from time to time when one of those not as commonly used custom fields come up.

So my third piece is company lingo. This piece really could be for any. Um, new hire as we can imagine, but I’m putting it on here because I do think it’s really important. Uh, because once you get these down, I find it way easier to have conversations with your peers as well, um, as easier to really show your value to the company. So for me, um, when I started at Grammarly, it was right around the same time one of our features called knowledge share was released, and this is essentially a cup company directory that highlights all internal jargon, lingo, abbreviations that are specific to Grammarly. Um, so So that was my best friend when I first started. Used it all the time. Picked up on the lingo, um, pretty quickly, uh, with some nuances that I still needed to learn, but I got there. Uh, but if you don’t have Grammarly yet, it’s also not a big deal. A lot of companies have static lists, um, where you can refer to all their internal jargon there. Or if they don’t have that, you can just take notes as you go, uh, and then jot down ones you keep getting stuck on to make sure, uh, you really get a hold of them. And then if you don’t know what something means, it’s totally okay to ask, um, one of your colleagues too. So these are really my three key pieces of must dos in your first thirty days.

Now moving on to key Pardot and Salesforce essentials. If you are new to Salesforce and Pardot, these key feet um, you’ll wanna familiar familiarize yourself with these key features.

So starting with the Pardot side, um, starting with lists, there’s just a static list, which is just an import of prospects, but there’s also dynamic and suppression lists. So a dynamic list is an audience segmentation based off of certain data criteria. So let’s say you wanted to make a list based off of company headcount. You could create a dynamic list that then use your custom fields to, uh, create a list based off of company headcount. So you could do, like, 5,000, let’s say, and then that’s how you could get your list. You’ll know who your audience is. Uh, then there’s also suppression lists, which is when you wanna remove someone from certain marketing materials. So this could be, um, one way this is used a lot is creating an active sales suppression list. So you would wanna surprise anyone who’s currently talking to a sales rep because you wouldn’t want them receiving some of your marketing materials.

Next, we have emails and landing pages. This is where I spend a lot of my time now, um, either creating net new emails or landing pages or building off of existing templates we have now.

Then there’s engagement programs, and these can be used for creating a nurture campaign where you slowly drip out emails to a certain audience or even an MQL trigger. These are really customizable based on what marketing materials you wanna share and then also your prospects activity. So you can get pretty, um, creative with these, and they’re also one of my go tos and one of my favorites.

So then with automations and Einstein GPT, gonna pause for a moment on those because in future slides, I’ll talk more about them.

Uh, but now going on to the Salesforce side. The three main things you’ll really need to know when you’re first starting out is campaigns, reports, and dashboards. So all activities you do within Pardot will be associated to a campaign in Salesforce, and this is how you can track the success of your, um, activities. And then if you wanna go deeper and gain more insights, that’s then where you can, um, create reports and then even dashboards to maybe see how many MQLs there were, the pipeline that was influenced, or even the opportunities created. So refer back to this checklist when you’re ready to start learning about these systems.

So now getting into Einstein GPT, this is one of Salesforce’s new AI tools that has many components to it, but I’m gonna highlight three of them, um, because I think these are good entry points into this feature.

So starting with behavior scoring, this will essentially alert you when a prospect is ready to buy. It gives every prospect a score, um, out of a 100 based off of marketing activities it’s taking, um, compared to other prospects in your system. So this can be really good to use when you wanna know who’s on the cusp of MQLing, or it could even be part of your MQL definition, um, to begin with.

Next, we have engagement frequency, and this tracks the volume of emails each individual prospect is receiving. Um, and then it will give it a tag of either oversaturated or undersaturated. So this is also an awesome feature because we don’t wanna, um, send too many marketing messages to a prospect because that could cause them to have a negative experience with the brand or even causes them to opt out of receiving anything at all. Uh, so one way we use this to ensure that doesn’t happen is we create an oversaturated suppression list, and we use that in all our emails. This way, anyone tagged oversaturated will get a break from our emails. And then once they’re not tagged that anymore, they’ll start receiving our emails again.

And thirdly, there is send time optimization. And send time optimization uses historical data from prospects to individualize a set send time within a time frame, which I think is pretty cool, um, because it will essentially know what individual prospects are doing. And it will be like, oh, they open their emails in the morning. We’ll send the email in the morning versus a prospect who’s always checking their emails at night. Einstein will pick up on that and will send the email more towards the evening. Uh, so this can help it help with open rates and also click rates. So those are my three features that I think are great entry points in the Einstein GPT. If you wanna learn more about them, I have linked some resources below, um, as well.

So now getting into automation rules, this is a feature within Pardot that allows you to create rules based on prospect data for a variety of actions like lead routing, um, or campaign activity. So I look at automation rules like waving a magic wand because you can essentially do anything with them, including fixing your own mistakes, which is why I think it’s very important to learn about automation rules when you’re first starting, um, because it gives you that autonomy to fix your mistakes on your own.

So for me, I’ll even share a story. I recently was uploading a import list, and I needed to map it to I needed to map it to industry, but instead, I mapped it to institution. So I was doing my mapping wrong, um, and this needed to be fixed. So I went into an automation role and set it up so it cleared all these prospects from getting it cleared their, uh, institution fields, and then I did a reupload and mapped to the correct field, which was industry. So that is one way, um, you can use automation rules. But if you wanna learn more about them too, I also linked some more resources below.

So now getting into becoming remarkable in MOPS. As someone who is still working towards becoming a MOPS expert, there is more to this than just mastering all the technical skills. So I’m here to review some key steps I’m continually working on as I grow professionally.

So starting with established goals to guide you in your journey. So this is where you’ll wanna evaluate where you are now and set set benchmarks to uplevel yourself, um, in the future based off of your goals. So this could be landing the mops your first mops role to begin with, or it could be even a promotion within your current job.

And this directly relates to my next point, continue to learn and remain mindful of your learning gaps. So it relates because reaching you when you’re trying to reach your goals, you’ll definitely wanna know the areas you need to improve to get there. So this could be a technical skill or even a soft skill. For me, I have goals around taking a Zoom info course to learn more about that system as well as, um, learning how to have my consulting voice. So So when I’m talking to cross functional teams, I can make the best recommendations.

So, thirdly, we have keep up with marketing trends and create or find your community. These can be mentors in your life, a podcast you enjoy listening to, um, or even MOPS leaders that are at your company internally or someone that you found on LinkedIn, um, or all of it, as long as you’re making a habit to stay connected. So this could be setting up a reoccurring meeting with someone or sticking to a weekly podcast or even doing something like a learning Friday where you block off um, an hour on your calendar and just spend it learning a new skill each week. As long as you’re staying consistent with this, um, you really can’t go any you can’t go wrong.

So my fourth point is map it out, record processes, and workflows. So when you’re first starting out in Pardot, creating flows can appear overwhelming. If this is the case for you, I suggest mapping it out. For me, I create Miro boards to map out all my flows and share them with the stakeholders involved. This way we can guarantee that one, we’re on the same page and two, um, that we’re not missing anything.

So I can share a story about this too recently where I created a Miro board. I shared it out. Um, it was a nurture flow that would be sent out after someone downloaded a certain report. And when we were looking at the flow, the main CTA was to book a demo. And then we realized, well, customers can download this report too. We don’t want them receiving that messaging. So then we created some dynamic content to fix this to make sure they also had a good experience with their emails. So that’s why the mirror Miro board was so helpful for me because this was something I didn’t think of early on, um, and the flow kinda mapped it out and made me it really stood out that this was an issue once we were reviewing it as a team.

So, finally, we have celebrate your wins and keep record of them. So we’re all very busy and doing amazing things, um, and you don’t wanna forget all the cool things you’re doing. So one thing I do that was actually a recommendation from my manager, Kelly Meador, uh, who’s, I think, one of the viewers right now. She’s amazing. She told me to create a document that says cool things you do in 2023. And then when things come up, just quickly jot them down so you can refer back to them later when you start reflecting on your year or your goals or, um, your next promotion. So that is something that I started doing that I recommend you all do too. For instance, this session will definitely be on my cool things of 2023. Uh, so definitely, um, start doing that too. And then finally, I have a little saying on the bottom, an object in motion stays in motion. This is my personal mantra. It’s actually a new in physics law, but don’t ask me any questions about physics, please. Uh, but for me, I really use it as as long as you’re moving forward, you’re eventually gonna progress to get there. So even if it’s small baby steps, as long as you keep moving forward, you’ll soon gain that momentum, and you’ll be hitting your goals, um, a lot faster and a lot easier than you ever did before.

So now getting into one of my favorite slides because it’s my favorite resources and tools. Here, I have just compiled all my favorite courses, tools, and resources for you to check out in your free time, um, if you’re interested in starting your mom’s career or journey. And I’ll just shut out the top one here, which is a Pardot training course. It’s funny because I was looking for courses to take, and I found this one. And it happened to be also my manager’s course that she created, Kelly Meador. So I found that really funny, um, that I found it on my own, and then she’s also now my manager. So that’s great. But this course really reviews all those key features that I mentioned earlier in my checklist. So if you’re new to Pardot, this is definitely a great course to start with. And then some other things below are just some resources that I go to every time I build my emails, um, one of my favorite podcasts, and anything in between. So awesome. Now we have some time for q and a, and I would love to hear from you all and see what questions you have. And, also, I would wait for the questions to come in. This QR code here, if you scan it, it will take you to a PDF of this deck so you can download any resources I mentioned.

Speaker 0: That’s awesome. Thanks, Marissa. I was wondering if there were, um, when you were talking about keeping up with marketing trends, if any of those resources you could also shout out or just kind of share some of your go to favorites.

Speaker 1: Yeah. So I have a podcast. It’s now called Revenue Vitals. Um, it used to be called Demand Gen Live, but that’s more of a b to b overall marketing podcast, not specific always to marketing operations, um, but that always has really interesting insights on just the marketing funnel, could even be specific to, like, events you go to, um, and what that would look like and how to really make the best thing for your buck. Additionally, one of my favorite LinkedIn LinkedIn, like, mop superstars is Sarah McNamara. So she used to work for Slack, and she’s really great. She’s always posting courses she’s taking and resources and ideas, so I love her too.

Speaker 0: Awesome. Uh, well, we have a couple of questions now, um, from Shamika. How do you find balance in all that you’re responsible for? Very good question.

Speaker 1: That is a great question. We can just go back to an object in motion stays in motion. I’m just kidding. There’s obviously work life balance, and I think that’s actually really important. Because if your head’s down all the time, you can get bogged down, and then it can be hard to get stuff done. So me, personally, I make sure I have time for my personal wellness too, whether that be an early morning cycling class, which I love, or just making sure I spend some time reading a book at night. Uh, that’s actually more important than you think, uh, to get your head back into the right place. Then when you go back to work, you really, like, hit the ground running. Uh, I also think it’s important to keep busy going back to an object emotion stays emotion. Because when I find myself only having a few tasks to do, I find it really hard to get them done. But if I have a schedule for my day on things I need to get done and also, um, personal wellness goals I wanna get done, if I find it easier to get through, um, my day, and I’m actually

Speaker 0: actually more productive that way. Do you use any tools to help kind of schedule out your day and, like or keep organized in that way?

Speaker 1: Tools? Um, I’m a big note taker, so I like to write, like, a checklist down, like, on a piece of paper. Pretty, I guess, old school in that way. Uh, but I’m also more routine based. So, like, once I have a schedule set in place each week, like, let’s say I’ll go to cycle, like, Monday, Tuesday mornings, I will stick to that, and I’ll get into a routine and, like, make my morning coffee, make sure I just have time to drink it and, like, stuff like that. But nothing’s in particular that I use for a tool.

Speaker 0: Um, looks like Kelly said Asana and Slack are definitely some tools of choice.

Speaker 1: Yes. You, um, have we use Asana, and we have a great project manager. So for real, um, tasks involving our demand gen campaigns, that will be my go to.

Speaker 0: Absolutely. Um, let’s see. Well, we Jacqueline asked, what is your favorite Pardot feature?

Speaker 1: That’s a really great question. I think definitely lose. I know it’s hard. Um, but I think it’s engagement programs because you can really combine almost all the features into that. And I think it’s really cool to watch the flow um, builds. And it’s kind of like a puzzle or like a map, um, that you get to create and then also testing it out, uh, to see if it falls on the right dates and how, um, the journey will look live is also really fun.

Speaker 0: I would probably agree that engagement studio would be my favorite. Very nice.

Speaker 1: Yeah. You can Um, problem solve in there and just, like, discover new things, so I love that.

Speaker 0: Yeah. And kind of use it in creative ways to like, you were kind of saying, you can really do a lot of all kinds of things with automations. You just kinda have to know how to maneuver the program correctly.

Speaker 1: Mhmm.

Speaker 0: Um, I was thinking about how you shared some suggestions for your first thirty days getting into mops and kind of getting used to being in a new company. What do you have ideas for how you might expand beyond those thirty days into other areas?

Speaker 1: Yeah. That’s a good question. I think, um, off the top of my head, once you kind of nail down those processes, it’s then important to go back to one of the slides I mentioned of knowing where your learning gaps are. So once you know down the basics of the company, then figure out what tool your company is using that you don’t know that much about and that you wanna learn more about. So that’s one thing, uh, that I focus on now as I’m growing at Grammarly. And then two is also find those, like, superstars within your company that you can learn more from. And especially in the remote world, it can be kind of hard to just have a casual conversation. So pick out those superstars and some of their key traits and characteristics and set up, like, a monthly meeting with them just to learn more about them or ask questions, um, about their specific tasks in their day to day.

Speaker 0: Yeah. That’s great advice. Are you part of any user groups, or do you, um, kind of get some insight from other types of users that you can learn from?

Speaker 1: Yeah. I would love to join more groups. Um, I don’t have a favorite right now, but if anyone’s in some cool groups, please put it in the chat because I would love to join some more on my own. But I think for me, since Grammarly is that b to c to b company, we have, like, a really powerhouse marketing operations team that does, like, everything. And every one of my team’s very, very capable and very smart. So for me right now, I use them as my tools to learn more from them every day. Um, and they’re definitely, like, my mini community, but there’s definitely many more out there. Like Jacqueline said, email geeks, part admins on Slack.

Speaker 0: Definitely. Women of email on Facebook. Mhmm.

Speaker 1: Cool. I’m gonna need to join all of these.

Speaker 0: All right. Any more questions while we have Marissa Otherwise, I’m sure you can reach out directly on LinkedIn or, um, over the chat here in, uh, Goldcast if you have any follow ups.

Speaker 1: Yeah. And if you are starting your journey, um, and you wanna reach out, I’d love to see how it goes. And if you end up landing that job, please let me know. I think it’s really awesome field to be in, uh, and hopefully, this gave you some tips on how to get started.

Speaker 0: Absolutely. Thank you so much. This was a really great session, Marissa. Um, really appreciate your time and all your insights here. And thank you everyone for joining. Um, there’s just a few more sessions remaining in Marjorie Mann today, so I hope you can join those, and stay tuned. They’ll be starting shortly. Alright. Bye.