Jon Westover

Voltage Marketing

Co-Founder

Debt Fireball

Debt is a problem. One that is growing. The average American household has over $30K of consumer debt. That's not talking about a mortgage. That's a lot. Debt holds people back from realizing a lot of their goals. 

We are on a mission to help make debt repayment a fun and enjoyable process that will actually help people get out of debt. Not just kick the can down the road into another loan. 

We are Debt Fireball. debtfireball.io

Concord

•	Working cross-functionally wrote and launched a nurture to our free trial users which led to a 6X increase in product adoption and influenced $113,000 in ARR over the course of 4 months.
•	Helped lead the transition of lifecycle processes from a traditional B2B model to a hybrid Product Led Growth model. 
•	Launched lead scoring that successfully led to $23k in additional NB pipe aside from the traditional lead flow.
•	Updated attribution to a simpler model via utms and campaigns in Salesforce.
•	Revamped our Lead Routing through LeanData which lead to cleaner de-duping, account matching, and lead routing.

Senior Manager, Marketing Automation and Operations

InMoment

•	Marketo Certified Expert 2018. 
•	Mapped out a data flow and created a data upload processes to ensure data input accuracy.
•	Created executive-level dashboards in Salesforce that spanned the Demand Funnel from lead to closed-won bookings influenced by Marketing.
•	Deployed email nurture which led to a 300% increase in engagement from traditional email program.
•	Trained an intern which turned into a full time position as our Email Marketing Specialist.
•	Implemented a Lead Scoring program in collaboration with Account Development which helped ensure proper targeting.
•	Developed execution checklists to ensure speed and accuracy for Automation Operations.

Manager, Marketing Automation and Operations

Verisk

•Oracle Marketing Cloud Acadamy B2B Luminary. 
•Created an automated renewal program that processed $3.7M in under a year. 
•Experience setting up lead score program. 
•Fixed errors and correctly set up integration of Eloqua with Salesforce. 
•Worked with developers to integrate data imports into Eloqua from SFTP servers, API's and products.

Marketing Automation Manager

Xactware

•	Executed and maintained complex lead nurture programs including decision steps, cloud connectors and automation flow. 
•	Managed a database of over 300,000 contacts. 
•	Designed and implemented the CASL compliance strategy. 
•	Collaborated with developers to integrate email nurture campaigns. QA tested before they were launched.

Marketing Automation Specialist

•	Co-managed Google Adwords PPC campaign of over $26,000 spend. 
•	Pulled in $83,326 of revenue. 
•	Identified over $10,000 a month of Ad Spend waste. 
•	Increased ROAS to $3.98 An increase of over 220%.
•	Increased CTR above 2% for Search campaigns
•	Reduced Bounce Rate from 40% to below 20%
•	Designed and implemented the restructure of the entire Adwords account.

Internet Marketing Intern

Shave and Shine (Student run Company)

•	Student Run Business that sold over $15,000 of product with a profit of  30%.
•	Spearheaded a social media contest that increased  awareness of our brand and product from 28% to 50%.
•	Wrote and produced a commercial presented to 2,000 BYU-I students.
•	Organized with a friend “The Worlds Largest Shaving Cream Fight” in 10 days that involved over 860 individuals. Contest was mentioned on the local evening news in Idaho Falls, Idaho.
•	Prepared Shave and Shine’s financial statements that included the Income Statement, Balance Sheet and Cash Flow Statement.
•	Business received the second highest score of 96  in the IBC competition for the semester.

Social Media Manager

Edge Pest Control

•	Salesman: Sold over $102,289 in gross sales over a 4 month period. 
•	Goal Oriented: Set a goal which helped me to excel to sell 110 accounts in a 4 month period. 
•	Self-motivated. Worked alone knocking door to door in pursuit of my goal. 
•	Perseverant. Knocked for 8 hours a day receiving many no’s, in pursuit of a yes. With every no I was one step closer towards success.

Sales Rep

Elite Home Security

•	Sold over $178,865 in gross sales over an 8 week period.
•	Motivated and helped trained a team of 33 sales reps.
•	Held highest contract value in office. More than $550 a contract.

Golds Gym

•	Sold over $500,000 in gross sales over a year and a half. 
•	Earned 1st place in a sales contest to sell a combination of gym membership and training contracts.

Sales Rep/ Membership Consultant

Delivering the clarity marketing leaders need to make strategic decisions.

I help marketing teams at B2B software companies build the foundation to deliver:
 1) A world-class customer experience that leads to sales.
 2) Confidence in reporting to make strategic decisions.
 3) Ensure leads aren't lost to a leaky funnel.

Over the last 8 years I've helped companies implement Marketing Operations that have led to a 6X increase in product engagement and over $3.2M in sales. 

During that time I’ve realized the key that separates good marketing operations from bad operations comes down to 2 things: 

1. Communication with other team members
2. Relentlessly Simplifying

If you don’t constantly do those two things you will not achieve any kind of meaningful results. 

Lead Scoring, GDPR, Email Nurtures, PLG, ABM, Reporting, Attribution they all rely on other team members and processes. 

I help companies translate those business processes into repeatable operational processes. 

You can learn more about how we do it at: 

https://www.voltagemarketinggroup.com/marketing-operations

The reason #marketingops is the most important role in marketing is….

Because marketing ops touches pretty much every department in the company. 

We work with finance, sales, legal, customer success, product, and of course marketing. 

And it’s often forgotten because when everything is going right, it’s invisible. 🫥 

Because of that, Marketing Ops has to be good at marketing themselves and building relationships with their internal customers. 

This is just a bit of what Paul Wilson, Courtney McAra 🤠, Ginger Wilson  and I chatted about yesterday at the #realretreat. 

If you are not connected with them, you should be!

So a couple take aways from #adobesummit and an explanation of the Adobe Experience Cloud for anyone that was confused before like me. 

So first: 
This is a graphic of the Adobe Experience Cloud. It built around content and day to day working, data and analytics, and then activation and execution of that marketing. This really helped me grasp what Adobe has. 

Second:

2 buzzwords surrounded summit:

Gen AI 

And

Content Supply Chain. 

Gen AI is exactly what you would think. It’s looking to implement Generative AI like making images with firefly or generating personalized copy with AI and inserting that into your marketing.

My thought on it is it’s still fairly technical to insert this into your workflows with just 1 tool like Marketo. 

But if you have more of the Adobe Suite then it starts coming together more. 

Content Supply Chain:

Is what it sounds like. It’s a fancy way of saying we are going to connect content from creation to activating and deploying the content in your marketing. 

Creatives can create the content upload it to Adobe Experience Manager and then you can take that and use it in Adobe Journey Optimizer. Making sure you are always using the most up to date content. You can collaborate on the creative directly within Workfront. 

My thought is this is essentially meaningless unless you are using multiple Adobe products. So AKA it’s expensive and truly enterprise.

Will Adobe Journey Optimizer replace Marketo: 

For or anyone thinking Adobe Journey Optimizer is going to replace Marketo, it’s not. At least not in the near term! You cannot use it without having Adobe Experience Manager and A CDP. (Preferably Adobes) 

There is a lot of exciting things going on with Adobe but when you really get into it a lot of these things are going to take time and money to really become a reality for companies. 

And to take advantage of it companies need to have a really strong foundation in their current tools 

There is a lot here. Happy to chat more if you want. 

#marketingoperations #marketingautomation

Companies lose between 6-9 months of time when they change marketing/revenue operations talent. 

Even if there is good documentation when you lose your marketing operations resource you are losing the internal knowledge they have with them. 

As an operations person there is a certain amount of memory that stores how certain processes work at a company. 

This knowledge often times become invisible to the ops person and to their peers and leaders. 

It’s just automatic after having worked in the system everyday. 

Knowing how the systems interact with each other and how certain properties are dependent for other processes. 

Most documentation doesn’t cover the overall system setup as a whole and so when you lose your ops resource, you lose 6-9 months worth of internal knowledge about how your system works. 

This is why having more than a single point of failure is a pretty good idea if you don’t want to waste time getting a new person up to speed. 

______

#marketingoperations #marketingautomation #b2b #marketingleaders

If you work in marketing operations or revenue operations, you are making judgment calls all the time. Because everything is never easy and perfect. 

One thing that will help speed up decision-making and building is standardizing the properties you use across all objects. 

Standardize: 

State
Country
Industry
Management Level
Source
Employee Count 

Should I use this property or that one for this purpose? What object should take priority.  Define this early and if it isn't currently do it quickly to save yourself time

#marketingoperations #marketingautomation #b2b #b2bmarketing

4 Ways to Not get Ghosted selling Marketing Technology. 

Almost every sales rep does: 

1) Don’t bring in Marketing Ops late into the conversation: If you don’t bring us in early, you will piss us off. 

2) Don’t make it so difficult to get an expert on the phone. We want to solve problems. Don’t waste our time, we don't have much of it!

3) Don’t add in so much friction. Make it easy to connect your customers with who we want to talk with. (Really this is the same as point 2.)

4) It’s about me, not you. Don’t talk about all of the features I don’t care. Only the problem I am trying to solve. 

These seem obvious but I encounter these in pretty much every sales cycle. 

Here's what you can do though:
1) Be Human
2) Have empathy 
3) Break the script
4) Listen
5) Learn about the problem you solve and I’ll trust you more. 

Think I am up in the night?! 

I am not alone. Paul Wilson, Moni Oloyede, Justin Norris, Carissa M., and Chris Willis, MBA all without collaborating said very similar things. ( 🤔 Must be like Human nature or something!)

Having said that, Marketing Ops loves tools that solve our problems. 

What we don’t love…. is the sales cycle. 

If you make us happy we’ll be your biggest advocate. 

Avoid us and we’ll probably be a blocker, your tech will most likely become shelf ware and we will most likely churn if you do make the sale. 

Want to hear exactly what we said check out the 30-minute video with the link and the comments.

A special thanks to Uptempo for bringing this much-needed conversation to light!

___________________________
#marketingoperations #marketingautomation #MOPSUnplugged

Just arrived at #adobesummit Adobe with the warm welcome. 

Let me know if your here, would love to meet up!

Why a marketing technology audit should actually focus on WHAT is WORKING first, instead of what’s not working. 

Every marketing ops person looking at a marketing technology system always says the same thing, “this foundation is broken.”

But the reality is usually the opposite of that. 

When doing marketing technology audits often times at Optiqs we find that the technology setup in Marketo or Hubspot are not as bad as the perception. 

To get there you have to understand what is working and what it is doing. 

Starting from here helps us avoid wasting timefixing what isn’t broken. ( even if it’s not how we would have set it up) and instead put our resources towards something that will drive revenue for the company. 

This post was inspired by Jessica Kao  and David Alexander session of “Translate Geek Speak to CMO Speak: Unlock Marketo Engage for Revenue Impact.” At #adobesummit.

“I’ve heard the foundation is broken at every company I’ve ever been at and that is not fundable.”

If you haven’t checked it out yet, put this at the top of your content to check out list. 

Jessica and David have straight 🔥 advice. 

#marketingoperations #marketingautomation #b2bmarketing

Optiqs is now officially a solutions partner of Hubspot. 

Why is working with a solutions partner helpful to a marketing leader? 

For us at Optiqs, it allows us to save our clients money with onboarding and go beyond just systems setup and tailor it to how your company sells. 

It also allows us to help our clients take advantage of the latest innovations coming from Hubspot. Like for example the new Content Hub. (Haven't heard of it. DM me. It's pretty awesome)

If you know someone who is thinking of purchasing Hubspot Pro or Enterprise for their business let me know. We can save them money and get them set up for the way their business runs. 

#marketingoperations #marketingautomation #hubspotmarketinghub #hubspotsaleshub

Join over 150 marketing leaders for genuine conversations, spa services, headshots, therapy dogs, and delicious eats as we bring The Real Retreat to Vegas during the #AdobeSummit tomorrow! 🎉 

🎤 Speakers include: 
Sam Levan - Co-Founder & CEO, MadKudu
Jon Westover - Founder, Optiqs
Brandon Redlinger 🌶️ - VP Marketing, Chili Piper
Courtney McAra 🤠 - Marketing Operations, Mustang MarTech
Kris Jenkins - Co-Founder, Mobly
Ken Edwards - Head of Sales, Mutiny
Alex Cox - Head of Evangelism & GTM, RevSure AI
🔥 Tom Slocum - Founder, The SD Lab
Ginger Wilson - Marketing Ops & Tech, Trimble Inc.
Paul Wilson - Chief Strategist, GTM Systems
Amanda Oles - Sr. Mgr., Demand Generation, Stensul
Kevin Harris - Sales, Mobly
& more! 

Huge shoutout to our sponsors for making this Real Retreat possible 🧡: 
MadKudu
Chili Piper
Mutiny
RevSure AI
Mobly
COUP Champagne
& Grove Cookie Company!  

Register here https://bit.ly/3IyoFaK to come see us at the Canyon Ranch spa in the Venetian tomorrow & to collect all of the therapy dog trading cards to win a prize! 😍 

Moose is looking forward to meeting you! 🐾 

#AdobeSummit24 #RealRetreat

Real Retreat at Adobe Summit - Therapy Dog Trading Card

The hidden costs of poorly managing your marketing data:

- Your customers will like your brand less when they receive emails or experiences that are not relevant to them. 

- You’ll be losing money to leads raising their hand only to get lost in the data web of your CRM/MAP. 

- You won’t be able to pull reports when you need them or if you can it will take you hours. 

- Launching something simple like an email send will take way more time than it should. 

Ultimately you’ll be wasting time and losing money. 

What costs have you run into? Let me know in the comments below 👇 

Michelle Suzuki dropping 🔥 on how to grow in your career! 

This is the mix of an A player. 

Attitude is the most important part. “Don’t be an asshole.”

Skill: be good at your job you can learn this.

Will: how willing are you to make things happen. 

Also if you want to be a CMO 79% of venture firms hire marketers with a demand gen background. 

#marketing #b2bmarketing #siliconslopesmarketingsummit

5 most common problems that Marketing leaders see, that make them feel ops is broken…

And how to solve them. 

Operations always feels broken. 

Leads get lost.
Emails are sent to the wrong person.
Pulling the right segment feels impossible.
Reports show data that is clearly wrong.
Emails sent are formatted incorrectly.

These are all symptoms of technical debt that has built up overtime between different admins that were in charge or a system that was neglected. 

To be honest no system is ever going to be perfect. There is actually a lot going right. 

But most people only see what’s going wrong . 

The good news is the issues above are fixable but it takes dedicated time and effort. 

You need to map out your lead flow and make sure your order or operations for your leads are in order. 

You need to have standardized processes for sending emails.

You need to have standardized data across your system. 

You need to standardize your reports and fields you report off of. 

You need email templates that have been tested and are QAd before every email send. 

See a pattern here? 😄

What are you experiencing? 

______________\\____

Find this interesting? Follow me. I write about how marketing leaders can gain confidence in their marketing operations. 

#marketingoperations #marketingautomation #b2b #b2bmarketing

At Adobe summit? Looking for a place to relax and good conversation away from the hustle? 

Come to the real retreat at the Canyon Ranch and Spa. 

Get ready for a day filled with real conversations, relaxation, and good vibes! 

Join me and fellow industry experts for insightful discussions, pampering at the relaxation hub, and of course, some quality time with therapy dogs! 

Link in the comments to register. See you soon! 

#realretreat #speaker #adobesummit




You know how the executive team says we need more sales reps or we need more top of funnel leads to grow. They look at marketing to provide it.

Pretty soon everyone is wondering what marketing is actuallly doing. 

Pressure is put on marketing to deliver and the race is on to see if they can. 

How can a marketing team change the conversation and know what will really impact the business. 

Marketing operations. 

Marketing operations done well gives the leader the visibility to know what is working and what is not. 

That visibility can tell you whether your leads are turning into revenue. It will give you the ability to show the leadership team what needs to change in order to grow revenue.

No longer will anyone wonder what marketing is doing. But instead they ask marketing what they think will help grow the company next. 

I just met with a marketing leader who has shown me how he did just that 3 times over with the insights from marketing operations. 

It works. DM me if you want to chat more about what marketing ops that can do this looks like. 


#marketingoperations #marketingautomation

#b2bmarketing

Find this interesting? Follow me. 

I write weekday mornings about how marketing leaders can get clarity and confidence in their systems and data.

What the entire company says about marketing, when marketing leaders don’t have clear visibility and confidence in the business:

“Marketing gives us nothing! I don’t know what they do for our organization. Marketing is terrible. All they do is order swag and make us look pretty!”

2 years down the road the sales team didn’t hit their goals and the executive team gives the boot to the CMO.

This story plays out. Time and time again. 

To unlock those insights a marketing leader needs good marketing operations. They hold the key to the insights a leader needs to bedazzle the rest of the executive team!

#marketingoperations #marketingautomation
#b2bmarketing #marketingleaders

Every marketing leader I talk to wants to fix their tech stack but most don’t know what’s broken.

I hear: 
“We want to optimize our system”
“I want an efficient system” 
“Our foundation is good but we don’t have good visibility” 
“We know something is wrong but not sure what it is.”
“I want to fix the ops so I don’t waste time and money on all the marketing we are doing.”

What’s usually broken is the system surrounding the tech and what happens in the tech are misaligned.

If you want to be able to know 
what’s wrong, 
have good visibility, 
not waste time or money, 
then you need to audit the system and the process surrounding your marketing technology. 

With and audit you’ll have visibility into what’s broken  and won’t just be guessing. 

You’ll know what needs to be fixed to get you a system you have confidence in. 

This is what we offer for 🆓. Book some time to chat with us. Either dm me or you can book directly on our website. (Link above) 


#marketingoperations #marketingautomation
#b2b #b2bmarketing

If you’ve ever felt like your marketing tech stack is too complex you’re not alone.

After multiple admins, scaling quickly, bandaid fixes, and no documentation things can spiral out of control quickly. 

Consequences:
Pretty soon no one understands what’s happening. 
Launching campaigns takes time that you don’t have. 
You won’t have confidence to launch new campaigns because you feel leads will fall through the cracks. 
Pulling reports is painful. 

You might wonder why you even have a marketing automation system at all.

I was chatting with a marketing leader last week who had 50 different dashboards when all he wanted was 1. 

There were lots of automations in their Hubspot and no one knew why things happened. He was looking for confidence in his systems so he could do the marketing that would actually make a difference. 

He was looking to simplify.

The good news is simplifying your tech stack can be done. We’ve done it a lot at Optiqs. It starts with an understanding of your current setup. 

If what I described above sounds like you, you need a systems audit.

A system audit goes through a thorough review of:

Your technology you are using. 
The processes you have surrounding the technology.
Interviewing the go-to-market and revenue teams. 

Comparing what people say is going on with what is actually going on. 

At the end, you will have a personalized 3-step roadmap to simplifying your marketing technology setup.

If you are ready to simplify your marketing technology setup and reduce wasted time then book an audit. 

You can book one with me directly, here: https://lnkd.in/geCPa7SN

___________________________-
#marketingoperations #marketingautomation #b2bmarketing #b2b

optiqs.io • 1 min read

As A Service For B2B Tech

You might have a marketing ops problem if you have said any of these lately: 

We have all these tools, but I am not sure if we are using them the right way! 

I don’t feel like the system is set up the best. 

It’s taking too long for leads to make it to sales 

I don’t have visibility into what marketing is working. 

I know our setup is broken but I don’t know what’s broken. 

The good news is things are rarely as bad as they seem. 

It could be just be a communication problem. 

Have an expert take a look. Then you’ll know for sure  and can decide what to do next.

If you don’t have access to one we are taking on 1 new audit this week. Book some time with the link on my website. 

#marketingoperations #marketingautomation

Spending money on marketing technology but still don’t have confidence in your data? 

Check out the just launched Optiqs  learning Center. 

There are stories of other marketing leaders that have felt exactly the same way you do. 

Frustrated by the hit to their budget for marketing technology and operations and still having inability to get reports that mean something! 

Find out how one marketing leader went from frustration to more budget during a time when budgets were getting slashed. 

Learn from another that increased the efficiency of his team through automation! 

Find out what working with a marketing operations agency might look like. 

Find out how to pull a meaningful report if you are new to your systems. 

This and more at the Optiqs learning center.

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