Marketo Summit 2016: A Recap

By: Alex Greger  | 05/10/2016


Wow! What a week!  To sum up the #MKTGnation Summit in one word would be difficult, but if I had to, it would be “Digital Transformation”. I know, I know that is two, but…oh well. The keynotes were inspirational and left you motivated to hear and learn more in the breakout sessions.  And having Will Smith and Rachel Platten entertaining us with their music while Alison Levine spoke to us about the challenges of success, the event far exceeded expectations.
 

We are on the cusp of change in our industry. Whether you are B2B or B2C, we have seen a great shift in consumerism within the past 5 years and if your company doesn’t change with it, you will be left in the dust.  Consumers want everything personalized throughout their buyers journey; this means, to quote Jeriad Zoghby from AccentureInteractive, "making it easier for customers to engage with what they want, when they want”.

This was evident in the Marketo roadmap presentation from Phil Fernandez, CEO of Marketo. Speaking about “Tomorrow’s Marketer” and the new features Marketo will be releasing, he discussed the new analytics and insights, as well as a new ABM (account based marketing) platform that will be released later this year. Below are a few spring releases we are excited about:

  • Email Insights – Re-designed email analytics with lightning fast performance and a completely new user interface design, optimized to fit the needs and workflow of email marketers. 

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  • Email Editing...re-imagined – That's right, a brand new email editor, incorporating hundreds of community ideas using lightweight drag-and-drop functionality to add and re-order content.  This aligns with Marketo’s update to the landing page product released in the fall of 2015.
  • In-App Messaging – Easily create and send mobile in-app messages from within Marketo. Define exactly who should see it and when. Easily monitor its performance with the program dashboard. (note:  requires Marketo Mobile Engagement)

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And, we can’t forget about the breakout sessions. There were so many great sessions, it was hard to choose which to go to!  Each presentation was from some of the best Marketo employees, industry leaders and Marketo experts out there. Below are a few I heard that were outstanding:

  • Marketo Pro Tips: New Ideas You Can Implement TodayJeff Shearer, Director of Marketing Automation Nintex and Adam New-Waterson, CMO LeanData
    Key takeaways:  Using tokens, snippets and segmentation creates a personalized experience for every customer on any Marketo landing page. Each time that customer comes back to your site or landing page, there could be new content that appears to personalize the page for that visit.
     
  • The Science of Marketing: How to Build a Framework to Measure and Predict Marketing’s ContributionHannah Thompson, Senior Manager, Marketing Automation & SEM McGraw-Hill Education, PreK-12
    Key takeaways: Ways to stamp originating sources, influencing sources and closing sources.  Offered advice on aligning with sales to make sure key data points are filled in by the sales team so holistic reporting is possible!

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  • Good Content vs Good Enough Content: Fight for Sore EyesAnn Handley, Chief Content Officer MarketingProfs
    Key takeaways: It is okay to go beyond your company’s comfort zone for content or copy.  She also explained how to tell stories that stick with a unique POV.

All in all, The Marketing Nation Summit was a great motivational and educational event. I was able to bring back all kinds of knowledge and takeaways to further help my clients and team! If you attended, we would love to hear your favorite parts, too!  Sign off in the comments below!


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