Anjani Kumar Pandey

Solution Design & Architecture:

• Design end-to-end marketing automation solutions using Marketo and SFMC based on client requirements.
• Develop scalable and efficient architecture to support marketing campaigns, lead management, and customer engagement.
• Ensure the architecture aligns with industry best practices, integrating with CRM systems (like Salesforce) and other MarTech platforms

Campaign Strategy & Execution:

• Lead the creation of personalized marketing campaigns, including email, landing pages, and lead nurture programs.
• Oversee campaign workflows, segmentation, targeting, and reporting within Marketo.
• Optimize marketing automation processes for efficiency and results.

Client Consultation:

• Act as a consultant for clients, providing recommendations to enhance marketing efforts.
• Understand client business goals, objectives, and challenges to provide tailored Marketo solutions.
• Collaborate with client teams to define marketing KPIs and build tracking mechanisms.

Integration & Customization:

• Integrate Marketo with other systems like Salesforce, Dynamics, web analytics, and third-party applications.
• Create and implement custom Marketo configurations, including forms, landing pages, and APIs.

Data Management:

• Ensure effective lead management, data governance, and hygiene within Marketo.
• Build and maintain lead scoring, segmentation, and nurturing models.
• Oversee the maintenance of marketing databases and ensure data accuracy.

Reporting & Analytics:

• Develop reports and dashboards to track campaign performance, lead generation, and ROI.
• Analyze campaign data and provide insights to improve marketing strategies.

Team Leadership & Training:

• Lead a team of developers and marketers in implementing and executing Marketo solutions.
• Train and mentor teams on using Marketo and best practices in marketing automation.

Compliance & Security:

• Ensure all marketing practices comply with data privacy laws (e.g., GDPR, CAN-SPAM).
• Implement security protocols to safeguard customer data within Marketo.

Ongoing Optimization & Maintenance:

• Continuously optimize Marketo workflows and performance for ongoing improvement.
• Troubleshoot and resolve technical issues related to Marketo.

Stakeholder Communication:

• Work closely with stakeholders (marketing, sales, IT) to align the Marketo strategy with overall business objectives.
• Provide regular updates to clients or internal teams on project progress and performance metrics.

• Build, launch, and manage marketing campaigns (emails, landing pages, forms, etc.) within Marketo.
• Set up workflows, triggers, and automation for campaigns such as lead nurturing, engagement programs, and drip campaigns.
• Implement A/B testing to optimize campaign performance.

• Set up lead scoring models to rank prospects based on behavior and engagement.
• Segment audiences for targeted marketing efforts based on demographics, behaviors.
• Manage lead lifecycle processes, ensuring timely lead routing and follow-up with the sales team.

• Maintain the integrity and hygiene of the marketing database by regularly performing data cleansing and enrichment.
• Ensure proper tracking of data through UTM parameters, cookies, or tracking tokens for campaigns.
• Monitor the accuracy and completeness of contact, lead, and account data.

• Build and optimize marketing automation workflows in Marketo, including triggered and scheduled programs.
• Set up automation rules for list segmentation, lead routing, and customer journey mapping.

• Track and report on key performance metrics (KPIs) for campaigns such as open rates, click rates, conversions, and ROI.
• Create reports and dashboards in Marketo or external analytics platforms (like Google Analytics) to measure campaign effectiveness.
• Analyze data to recommend optimizations for future campaigns.

• Ensure smooth integration between Marketo and CRM systems (e.g., Salesforce) to manage leads and campaigns.
• Troubleshoot any synchronization issues between Marketo and CRM, ensuring data is correctly transferred.

• Manage email marketing processes, ensuring high deliverability rates and compliance with email regulations (GDPR, CAN-SPAM).
• Monitor deliverability, bounce rates, and spam complaints to maintain sender reputation.

Optimization and Testing:

• Continuously optimize campaigns based on performance metrics, running A/B tests for subject lines, email content, and CTAs.
• Use insights from testing to improve open rates, click rates, and conversion rates.

• Provide support to marketing teams in troubleshooting issues with campaign execution or system performance.
• Collaborate with internal and external teams to resolve technical issues related to Marketo.

• Train and support marketing teams on how to use Marketo effectively for campaign execution.
• Document processes, workflows, and best practices for future reference and scalability.

• Worked as Marketo consultant for Big Enterprises like Yorkville University, Rocky Mountaineer, WES, AWS.
• Was responsible for Creating Campaigns, programs, Nurture programs and various reports for the enterprises.
• Helped Enterprises in improving their revenue by using Marketo and its feature like lead lifecycle.
• Helping Client to setup Marketo, Training client on Marketo. Guiding client on Migration from Other Automation Platform to SFMC.

• Customize Marketo templates to meet specific branding and design requirements.
• Build custom Marketo tokens, dynamic content, and scripting to personalize marketing campaigns.
• Develop and maintain API integrations between Marketo and other systems (e.g., CRM systems like Salesforce, Microsoft Dynamics, or other third-party tools).
• Work with REST and SOAP APIs to extend Marketo functionalities, pulling and pushing data as needed.
• Implement custom webhooks for triggering actions and integrations with external platforms.
• Configure Marketo instances based on business needs, including workspaces, lead partitions, and custom objects.
• Set up custom fields, programs, and workflows to support marketing processes.
• Manage and configure instance settings, user roles, and permissions.
• Customize Marketo forms for lead capture, ensuring proper data collection and tracking.
• Write and implement custom scripts to automate data management tasks within Marketo.