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Insights from the Marketo Summit

ANNUITAS

I have just returned from the Marketo Marketing Summit in San Francisco this week where I joined 7,000 other registered attendees from what I believe is now one of the premier B2B (and B2C) marketing events of the year. The conference was filled to the brim with great content, good conversations and a heightened level of energy, not often found at conferences. In the opening keynote by Phil Fernandez and throughout the conference, Marketo made mention of their study with The Economist where marketers ranked their top three priorities, which were. Customer experience.

How a Content Refresh Can Help You Stay Relevant

Modern B2B Marketing

Author: Elaine Ip If you’re a savvy digital marketer, you’ve probably been on the content marketing train for years. Bonus points for you, but is that pile of existing content starting to look a little stale? For those in a fast-paced industry, some of your best content might start to look stale after only a year or two. Why Should I Spend Time Refreshing Old Content?

Be Relevant or Die: The New Nature of Nurture

Modern B2B Marketing

Author: Will Spendlove Nearly three-quarters of online customers are frustrated by brands that showcase irrelevant content and promotions. Harnessing relevance in your marketing efforts involves engaging , relevant , personalized content – you’ve heard it all before. Companies who are doing ‘the relevance thing’ well aren’t in the majority. Time to get relevant!

Introducing Marketo’s Email Lookbook for Spring/Summer 2014

Modern B2B Marketing

The more relevant you are to subscriber, the more likely he or she is to open and actually read (and maybe even click on)—your emails. Personalization is becoming easier to achieve, as marketing automation platforms are now offering functionality to create better, more relevant email experiences with subscriber data. Timely Content. Today’s consumers have a lot of expectations.

B2B Marketing Trends for 2016

They expect content to be relevant, easy to find, and mobile- friendly. B2B marketers are expected to use that data, in combination with new tools for content. relevant and carefully targeted) content. Collaborate with industry influencers: marketers must creatively build advocacy and content amplification outside the company as well. content.

Marketo Data Tells Us: Which Type of Emails Have the Highest Conversion Rates?

Modern B2B Marketing

Are these stats relevant or even reliable? Introducing Marketo Institute. Marketo Institute was started in 2014 by Marketo Co-founder Jon Miller. His vision was to gather data across all Marketo customers and provide marketers with fact-based insights and data-driven best practices to help them succeed in an ever-changing digital world. Your Boss: Is that good?

Top 10 Marketing Automation Mistakes

The Point

For example, Marketo users might see links that reference something that looks like: mkto-af53353.com.) If anything, the true value of marketing automation is that it allows you to email smarter, delivering information that’s more timely and relevant. In the process, email performance suffers because the emails are generic and lack relevancy to individual users. (In irrelevant.

Marketo Data Tells Us: What’s the Truth Behind the Two Biggest Email Volume Myths?

Modern B2B Marketing

However, it’s important to note that several other factors such as frequency, content, and relevance do. It’s hard to imagine one email would be relevant to millions of people, at least not relevant enough for them to click through. This makes a lot of sense if you think of content relevance. To answer this question, we’re going to play MythBusters!

Marketo Data Tells Us: Which Industry Has the Best Email Performance?

Modern B2B Marketing

If they are just learning about you, your nurture email might offer a fun, light infographic versus a buyer who has engaged with you many times and consumed your content might get a webinar invitation to a live demo. Those highly relevant targeted emails are nurture programs at work. Marketo Data Tells Us: Which Industry Has the Best Email Performance? Refresher on Email Types.

B2B Marketing Trends for 2016

They expect content to be relevant, easy to find, and mobile- friendly. B2B marketers are expected to use that data, in combination with new tools for content. relevant and carefully targeted) content. Collaborate with industry influencers: marketers must creatively build advocacy and content amplification outside the company as well. content.

“Linking” Digital Advertising Seamlessly Across All Channels: Marketo and LinkedIn

Modern B2B Marketing

Author: Chandar Pattabhiram We’re just about to kick-off Day 3—the final day—of the Marketo Marketing Nation™ Summit 2015. Yesterday we made some exciting announcements about new product innovations and our partnership with LinkedIn that will now let marketers tell a consistent, relevant, personal story that transcends channels and engages customers everywhere they are.

Marketo Data Tells Us: Marketing Stats That Will Blow Your Mind

Modern B2B Marketing

Author: Johnny Cheng In my role at Marketo over the past few months, I’ve had the pleasure of paging through mounds of enticing Marketo data. I have seen some absolutely outstanding stats from some of Marketo’s top customers—stats covering everything from email sends to opportunities sourced. These stats show us how far marketers can take their marketing programs and campaigns.

Marketo and Facebook—Delivering The Right Message at The Right Time

Modern B2B Marketing

But today, Marketo and Facebook have started to make this goal a reality for social advertising channels. The first integration between Marketo and Facebook Custom Audiences empowers marketers to better target “known” customers on Facebook with relevant information. Use advertising to drive deeper engagement by having relevant, ongoing conversations. But how?

In Defense of Unsolicited Email

The Point

Over at marketing automation firm Marketo , CEO Phil Fernandez just wrote a full-throated rant against the evils of unsolicited email and purchased email lists used indiscriminately: “How does anyone think that these are sensible emails to send to the CEO of a fast-growing public company? Full disclaimer: my firm, Spear Marketing Group , is a leading Marketo partner.).

Email 74

B2B Marketing Trends for 2016

They expect content to be relevant, easy to find, and mobile- friendly. B2B marketers are expected to use that data, in combination with new tools for content. relevant and carefully targeted) content. Collaborate with industry influencers: marketers must creatively build advocacy and content amplification outside the company as well. content.

Vidyard Gains Momentum Among Marketo Users

Vidyard

More than 100 customers now using Vidyard’s integration into Marketo to track video engagement data and turn viewers into customers. KITCHENER, Ontario – December 2, 2015 – Vidyard, the leading video marketing and analytics platform, today announced it has surpassed the milestone of 100 businesses using Vidyard’s integration into the Marketo engagement marketing platform. We’re proud to hit this milestone of 100 unique customers fully utilizing Vidyard’s integration with the Marketo platform to generate more revenue,” said Michael Litt, CEO and co-founder of Vidyard.

Anatomy of a Blog Redesign – 10 Best Practices from Marketo

Modern B2B Marketing

Author: Jon Miller (@jonmiller) The Marketo Marketing Blog has long been one of Marketo’s most important and valuable marketing strategies. Highly visual content design. Merchandise our best content. Connect content to authors. Highly visual content design. As content becomes more and more popular, however, our readers are becoming overwhelmed with words.

Content Marketing 2015: Top 100 Influencers & Brands

Onalytica B2B

What’s next for content marketing? With a growing discussion and a solid increase in the use of content marketing across all disciplines we are asking ourselves what’s next for content marketing? We initially built this tool ourselves to find influencers using our latest content. Promote Your Content Among Key Influencers. Content. contently.

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Send Me to France! – Marketo @ Cannes Lions International Festival of Creativity

Modern B2B Marketing

The trip isn’t for vacation—instead, I’ll be a part of Marketo’s first ever delegation at the Cannes Lions International Festival of Creativity. So what’s a tech company like Marketo doing at a place full of advertising agencies and brand creatives? Marketo is a sponsor of the inaugural event—and for a good reason. How will they do this? Send Me to France!

Data Touches Everything at the Marketo User Summit #MKTGNATION14

ANNUITAS

I’m almost done with the first day here at the Marketo Marketing Nation Summit, and I have noticed a trend, and it centers on data. The first session I attended was called Marketo & Salesforce: Helpful Audits, Alerts, & Workflow for Rapidly Growing Companies and featured our newest team member Jenny Robertson sharing her experiences from Navicure , building out both Marketo and SFDC workflows and rules to help solve some very common data quality issues. 2) Compel them to convert earlier in the buying cycle. What has driven rise of Amazon? Netflix?

Inspiration in the Nation: Marketo Summit Preview

SnapApp

For Marketo users (full disclosure – that’s me!), the biggest marketing event of the year is almost here: Marketo Summit ! Marketers everywhere (like our customers PayScale , SilkRoad , Atmel , and others) are doing incredible things with their content and campaigns. It means better content, better campaigns, and better value exchanges. Content loading

Do Lead Nurturing Campaigns Always Need an Offer?

The Point

In my last post , I talked about creative campaign ideas for when you have no content to offer. Or can you get away with a link to content, perhaps content that’s not even your own? Over at Marketo, Jon Miller wrote a fascinating post recently on “ The 4-1-1 Rule for Lead Nurturing ” in which he posits (and here I’m paraphrasing) that lead nurturing campaigns don’t always need to feature the latest white paper, Webinar, or video, and that these kinds of offers or promotions are best interspersed with what Jon refers to as “educational or entertaining content.”.

Top 10 Demand Generation Resolutions for 2014

The Point

If you don’t have that capability in place, look at marketing automation platforms like Marketo or reporting solutions like Full Circle CRM that can give you the data you’re looking for. Make content a part of every campaign planning discussion. Besides, good content will fuel demand gen success much more quickly than clever creative. Improve campaign measurement. Test more.

Taking a Page from the Marketo Revvie Awards: 4 Steps to Recognizing the Success of Your Customers

Modern B2B Marketing

Author: Katie Pope For those of you who are unaware, Marketo’s Revvie Awards recognize and celebrate customers and partners who are using the Marketo product to push the status quo and break away from the competition. We started the program in order to understand and share these inspirational success stories, ultimately showing the power of Marketo in transforming businesses.

4 Content Promotion Strategies to Increase Engagement

Modern B2B Marketing

The strategy of attracting prospects through content, social media, search engine optimizatio n, and more has taken over the B2B world and for good reason: inbound marketing costs 61% less than traditional advertising and produces 54% more leads than outbound marketing. They want to engage with quality content that educates, entertains, or inspires them. There’s just one problem….

Marketo’s 1,000th Blog Post: Our Modern Marketing Definition Revisited

Modern B2B Marketing

Author: Jon Miller (@jonmiller) This is the 1,000th post to Marketo’s blog. They will quickly tune out any mass message that’s not immediately relevant to them. Whether they’re in front of their computer at work or in line at the post office on their mobile device, they expect an experience that’s streamlined and consistent — and most importantly, relevant to them as individuals.

Your Expo Hall Game Plan: Make the Most of Marketo’s Marketing Nation Summit 2014

Modern B2B Marketing

Over 100 expo sponsors and over 3,500 marketers will be attending the Marketo Marketing Nation Summit this year, making it the perfect place to review your company’s marketing automation technologies and processes. Which companies in the expo hall will be most relevant to you and your company? How do they integrate with Marketo? Marketo Marketing Nation Summit 2014.

How to Create Evergreen Content with Lasting Engagement

Modern B2B Marketing

Author: Anna Talerico Evergreen content is important for SEO, but does it really engage your audience? There’s a simple solution for keeping evergreen content engaging while retaining your rank: make sure your content experience evolves, even if the content itself remains evergreen. What Is Evergreen Content? Evergreen Content, Evolving Experience.

How We Built Our Content Marketing Stack to Drive 10x ROI

Contently

At Contently, people regularly ask us questions like: How do you build your stack? How does your content translate into actual business? Without a stack, you might as well use a tally system and just guess how effective your content is. For example, a company might rely on Salesforce for managing the sales process, HubSpot for inbounding, Adobe for content, and so on.

Does Creative Still Matter in B2B Marketing?

The Point

At Marketo’s Marketing Nation Summit last month in San Francisco, there was much talk about the shifting function of marketing towards a more strategic, data-driven role within the modern corporation. Content. Good content – and, more specifically, here I mean offer content – is the fuel that feeds modern B2B marketing. Sure, data rules the roost. List.

Marketo’s Marketing Nation Summit Wrap-Up: Practical Innovation, Being Human, and Going Beyond the Keyword

Modern B2B Marketing

Author: Dayna Rothman This year’s Marketo Marketing Nation Summit was a complete whirlwind. And if you missed our day two recap, check out Live from Marketo’s Marketing Nation Summit: Chair Potatoes, Empathy Hacks, and Innovation in the Nation. He is Marketo’s Digital Marketing Evangelist and can always be counted on for a humorous and very lively performance. Winner: Acquia.

Marketo Celebrates the Marketer, the Marketing Nation, and Unveils New Product Innovations–Keynote LiveBlog

Modern B2B Marketing

by Dayna Rothman After months spent tirelessly preparing, Marketo Summit is finally here! This year Summit kicks off with, “Welcome to the Marketing Nation”, featuring Phil Fernandez, CEO of Marketo, Patty Azzarello, Founder and CEO of the Azzarello Group, and a slew of other surprise guests. And always think about how you can be more relevant to your stakeholders. What’s more?

Marketo Buys Crowd Factory, Silverpop Buys CoreMotives, and Other News from Pardot, Neolane, Act-On and OfficeAutoPilot

Customer Experience Matrix

With its usual fanfare, Marketo today announced the acquisition of social marketing campaign company Crowd Factory. Crowd Factory is a certified cool product, which is probably reason enough for Marketo to buy them. Marketo is primarily focused on business marketing, and in particular lead generation, nurturing and analytics. Few would be considered relevant for most B2B campaigns. Indeed, Marketo already had a reasonable set of B2B social marketing features. Rather, it adds B2C features that might will enable Marketo to penetrate a new set of accounts.

How to Use Content Curation to Overcome the Top 5 Content Marketing Challenges

Modern B2B Marketing

Author: Pawan Deshpande Content marketers have a big challenge: continuously filling their content pipeline with fresh, insightful, and relevant information. Whether or not that’s your brand depends on the quality of your content. But more than that, content marketing helps you build relationships. Producing Engaging Content.

Journey Through the World of Visual Content [Infographic]

Modern B2B Marketing

Author: Elaine Ip Content marketing is a mix of art and science, and as such, always presents opportunities for fine-tuning and mastering the craft. When it comes to captivating your audience, creating engaging content is a critical piece of the puzzle that relies not only on the written content, but also the format. Have you considered visualizing some of your content?

Do You Need Marketing Automation to Do Lead Nurturing? Sort Of.

The Point

It enables you to deploy lead nurturing programs that are more timely, relevant, and, ultimately, effective. Tailoring email content automatically to demographic criteria like persona, industry, and company size, as well as where the prospect is in the sales cycle. • Do I need it in order to do lead nurturing?”. It’s just not a particularly sophisticated way of going about it.

33 Phenomenal Content Marketing and Copywriting Guides and Tips

Webbiquity

Content marketing represents the most fundamental and widespread rethinking of marketing practices in decades. Unlike other modifiers attached to the discipline (consumer marketing, b2b marketing, trade show marketing, digital marketing), the term “content marketing” doesn’t describe an audience, tactic, or channel, but rather a completely different approach to marketing.

The Top 200 Content Marketing Brands And Influencers

B2B Marketing Insider

Earlier this year, Influence Relationship Management firm Onalytica released the top influencers in content marketing. And just last week, they updated that with the Top 200 content marketing brands and influencers in what they call the “content marketing debate.” New to the rankings is a list of top content marketing brands. Content Marketing. 56.56.

4 Ways to Elevate Your Marketing with Great Content

Modern B2B Marketing

At the core of these initiatives is our content, which fuels each and every one. Last week, I had the opportunity to attend Vidyard’s Video Marketing Summit to learn about the latest and greatest in creative content, video analytics, and digital marketing technologies. Video content allows you to communicate with audiences on a different level, speaking to their senses.