Anjali Madas

Strategic Marketing Operations professional with 6+ years of experience in B2B marketing and a Master’s in Cloud Computing. As a MarOps enthusiast, I strive for continuous improvement and enhanced lead generation / flow through innovative automation strategies. Skilled in leveraging MarTech, data-driven insights, CRM management, campaign optimization and designing scalable end-to-end processes. Aiming to reduce operational inefficiencies to achieve operational excellence, enhance pipeline performance, deliver measurable ROI and foster business growth.

Strategic Marketing Operations & Automation 

• Developed expertise in Marketo, Pardot and HubSpot to build end-to-end campaign workflows, streamline marketing processes, and drive targeted marketing initiatives
• Owned & managed native and API integrations with Marketo, consolidating all lead sources to establish a centralized repository for net new prospects and customer data — ensuring data integrity and establishing a single source of truth to manage the database effectively

Salesforce CRM Integration

• Led end-to-end Salesforce CRM integration projects multiple times to ensure seamless lead flow & smooth sync with Marketo, Hubspot & Pardot
• Catered to various process requests from cross-functional teams & stakeholders, resulting in improved lead management/ routing, streamlined funnel processing, and enhanced outreach from sales

Campaign Management & Optimization 

• Ideated and designed data enhancement strategies such as lead scoring, data segmentation, enrichment data for personalized messaging, etc. to improve engagement & conversion rates
• Utilized vertical mapping and advanced segmentation to tailor lead nurture programs, effectively guiding prospects through personalized buyer journeys and optimizing funnel performance
• Implemented A/B testing methodologies and statistical analysis techniques to assess the effectiveness of marketing campaigns, driving iterative improvements and maximizing ROI
• Leveraged Zapier to tackle niche & out-of-the-box automation requirements to overcome challenges and drive innovation in marketing operations

Data Visualization, Analysis & Reporting 

• Leverage advanced analytics tools such as Tableau, GDS & SF reporting to execute real-time campaign tracking and monitor KPIs
• Developed and maintained comprehensive MQL dashboards and pipeline reports for stakeholders, providing actionable insights and pivotal trends for informed decision-making

Cross-functional collaboration & Team enablement 

• Collaborated with & supported cross-functional teams to maintain consistent global process standards and streamline efforts across regional & global teams
• Created high-visibility training modules for marketing tools management, enhancing team proficiency by making them self-sufficient and enhancing overall workflow effectiveness
• Maintain & update reliable documentation for all new and existing automation processes — using extensive workflows & enablement tools such as Saleshood and Ceros

• Adobe Marketo Engage Business Practitioner Expert, Marketo, 05/01/24
• Salesforce Certified Pardot Specialist, Salesforce, 03/01/21
• Google Analytics Individual Qualification, Google, 02/01/22