“Marketo is the best system of execution for what it does within that marketing sphere.” Justin is a Marketo expert and 4x Marketo Champion. Early on in his career, Justin specialized himself in Marketo to provide empowerment to people, processes, and platforms to enhance Marketing and Sales operations. In this episode of The Data Heroes Podcast, Justin Norris (Sr. Director of Solutions Architecture at Perkuto) talks about Marketing campaigns and how powerful solutions, like Marketo, enable superior management of the customer life cycle.

“One of the very earliest lessons I learned in marketing was the importance of knowing your customer, whoever they are.” For Justin, developing a fundamental understanding of the customer, their voice, pain points and needs is the only way to effectively target them and provide outstanding customer experiences. And data is needed to create those automated, scalable experiences. “Whether that’s more on the marketing side piping data into CRM to enable customer success use cases or, actually improving the customer experience through data.”

No matter your market, a successful ABM strategy requires a successful set of tools and accurate data to empower your CRM. Justin and John also discuss usability of marketing systems, dirty data disasters, and specializing in Marketo and Salesforce.