Yes. You read the title of this post correctly.
On September 16th, 2013, I’ll be joining the Marketo team as its Digital Marketing Evangelist.
I love email marketing. I’ve been living, breathing, eating, sleeping, and sometimes dreaming email marketing for nearly a decade. In fact, just about half of my post-college, adult “professional” life has been spent in the email marketing industry. You could say I’m an email marketing evangelist.
One of the aspects of email marketing that has always intrigued me is that email is one of those technologies that impacts just about everyone, regardless of age. It’s a topic Nick and I discuss often on our podcast, The Work Talk Show.
However, while it’s true that email marketing is NOT dead, it certainly IS evolving.
Over the past few years I’ve started to really observe the marketing industry shift from just “doing” email marketing to actually running a coordinated, cross-channel, TRULY integrated, automated marketing program.
I’ve seen the power of a marketing automation platform compared to your average email service provider (ESP). And to be clear, it’s not that traditional ESPs don’t work. They can deliver results – really incredible results. I’ve seen many ESPs help clients deliver amazing ROI. However, they often don’t have the tools in place to consistently – and as easily – allow users to create relevant, conversational, multi-channel, strategic messages.
If you really want to step up your email marketing game, it’s time to graduate to a much more powerful solution – marketing automation.
This is where my personal journey from ESP to marketing automation meets my professional career. You see, if I’m going to preach (evangelize!) the power of marketing automation, I figured it was about time to jump in – head first – and graduate to the world of marketing automation.
So, as mentioned above (see: short version), on September 16th, 2013, I’ll be joining the Marketo team as its Digital Marketing Evangelist.
Yes, that’s right. Email marketing is evolving and I have every intention of being part of that transformation. Marketing automation is the answer and Marketo – as the leader in this space – is who I’m going all in with.
Why Marketo? What About Waldow Social? Why Now?
I launched Waldow Social over 2 years ago with every intention of owning my own business the rest of my life. That being said, I’m also the type of person who loves new challenges and new experiences. I’m a big believer that everything happens for a reason – in a sort of spiritual/non-religious way. Nothing is forever. When amazing opportunities come your way, you must jump.
So that’s what I’m doing.
Let me be clear: I was not looking to get back into Corporate America. I was not actively interviewing. I was not seeking a new gig.
The Marketo opportunity came to me.
It all started with a LinkedIn message from Jon Miller, Marketo’s VP Marketing & co-founder. The note was short, direct, and simple:
I’m the VP Marketing at Marketo… blogger at Modern B2B Marketing. I’m surprised we haven’t connected yet… would like to stay in touch.
That simple message lead to a meet up at Starbucks the following week … which lead to an agreement to co-write The Definitive Guide to Engaging Email Marketing and speak at 4 of Marketo’s Roadshow events. After working with Jon on the Guide, and getting to know other “purple people,” my interest in working at Marketo was … piqued.
5 Reasons I’m Joining Marketo
I had always had – in the back of my head – 5 “criteria” that a company would need to meet in order for me to leave my day job. In no particular order:
1. Good people
2. Hot industry / Hot company
3. A job description that fits what I’m good at and what I love
Marketo nailed all 5 criteria.
1. GOOD PEOPLE
Marketo passed this one with flying colors. Dayna, Mike, Matt, Jon, Genevieve, Jessica, Erin, Miles and Heidi … to name/picture a few.
I’ve gotten to know everyone pictured above – as well as many other “purple people” over the past few months. Good good GOOD people.
One of the challenges of running your own company – one with no employees that’s run out of your guest bedroom – is that you don’t get to see other people. Sure, I’d go to coffee shops. Yeah, I’d spend time on social media. But none of that replaces face to face, human to human interaction. I love people. Heck, the tagline of personal blog – Social Butterfly Guy – is “it’s all about people.” I love being around other people, taking to other people, learning from people. I can’t wait to do all of this – and more – with everyone at Marketo.
2. HOT INDUSTRY / HOT COMPANY
Move over social media. Marketing Automation is HOT.
While the phrase “marketing automation” dipped a bit from 2004 to 2007, it’s been on the rise ever since.
Source: The Definitive Guide to Marketing Automation … by Marketo, of course.
Marketo has been growing like crazy since it was founded in 2006. Coincidentally, I recall my former employer, Bronto, partnering with Marketo in the early days.
Oh, and did I mention that Marketo went public in May of this past year and has been doing quite well on the NASDAQ?
Making a move from email marketing to marketing automation is a very natural and logical move. Read my thoughts above.
3. A JOB DESCRIPTION THAT FITS WHAT I’M GOOD AT AND WHAT I LOVE
Marketo created a role for me that was the perfect fit between what they needed, what I love doing, and where my strengths and passions lie. My role at Marketo will include (in no particular order):
- Evangelizing email marketing, marketing automation, and Marketo (of course) – hence the title Digital Marketing Evangelist.
- Being part of the Marketo product team that brings a B2C solution to market
- Assisting the Sales Team – coaching, training, energizing and arming them with the best information to help sell Marketo
- Hosting webinars, seminars, and giving live talks locally and across the country
- Creating content – eBooks, Ultimate Guides, blog posts, and other fun/creative stuff!
Perfect. Perfect. Perfect.
My wife and I just bought a new house in Emerald Hills (Redwood City). Google Maps says we are 12 miles away from the Marketo offices. If you have ever commuted in the state of California, 12 miles is … not bad. Oh, and Marketo’s HQ is just 9 miles to SFO airport and a mere 20 miles to downtown San Francisco.
I’d be lying if I said compensation didn’t matter. While it’s certainly not the ONLY thing that’s important in my personal and professional life, money does matter. I’ll leave it at that!
Clearly Marketo hit all 5 of my “must haves.” I would have been silly to pass up this unique opportunity to be part of something special, something right in my backyard.
Answers To Some Questions You (Might) Have
I’ve done my best to anticipate some of the questions your might have. If you still have questions after reading the 5 below, email me (djwaldow gmail)! I’m happy to answer anything.
Q1. What will happen with Waldow Social?
A1: Waldow Social – the company – will continue on. Clearly, the consulting arm of the business will no longer exist as this would be a pretty big conflict of interest. Ha! I’ll be changing around some of the messaging on the site, and removing/hiding some pages (i.e., “Services”) but that’s about it.
Q2. What about the Waldow Social blog?
A2: The Waldow Social blog will live on. Yippee! However, as part of my role at Marketo will be content creation, you can except significantly fewer posts. I’m not sure which posts I’ll save for this blog and which will go on Marketo, but certainly my focus will be on Marketo.
Q3. Will The Waldow Social Weekly live on?
A3: Yes! My Friday “best of the best” email marketing content from the week email newsletter will continue on. Not signed up yet? Change that now. Of course I’ll be migrating from Infusionsoft to Marketo as my sending platform. That change over may take a few weeks, but it will happen.
Q4. What about the book? What about public speaking?
A4: The Rebel’s Guide to Email Marketing is just over a year old. It’s still selling. You can still buy it (hint hint). My job at Marketo does not change anything with the book. As far as public speaking, once I’m employed by Marketo (September 16th!), all my speaking engagements will go through Marketo.
Q5. The Work Talk Show! I love it. Please tell me it won’t go away, right?
A5: HECK NO! The Work Talk Show, the weekly podcast I co-host with Nick Westergaard where we chat with “crazy smart guests” about how they get work done, will continue on. We are 48 episodes in and are quickly approaching our one-year anniversary. Who knows, maybe we’ll have a sponsor locked up by the end of the year…
And there you have it. I’m thrilled, pumped, super excited to be joining the team at Marketo in 11 days from now. Thanks so much for your continued support, encouragement and general awesomeness.
As Bronto CEO Joe Colopy always says, Onward and Upward!
Soon-to-be Digital Marketing Evangelist at Marketo