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Insights from the Marketo Summit


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. Here are my top four takeaways from the conference and what I believe are an indication of where we are in the B2B Marketing industry. It’s All About The Customer – And Marketing Must Respond. The buyer is most certainly king and the priorities that marketers are setting over the next 2-3 years are an indication that.

Marketo Conference: Is Predictive Modeling The Future of Marketing Automation?

Customer Experience Matrix

Marketo held its annual Marketing Nation Summit this week, hosting 4,000+ clients and partners. The event seemed relatively subdued for Marketo – I didn’t spot one costumed character – but the over-all atmosphere was positive. The company made two major product announcements, expanding the reach of Marketo campaigns into mobile apps and display ad retargeting. Those struck me as strategically valuable, helping to secure Marketo’s place at the center of its users’ customer management infrastructure.

How To Decide Whether Marketo RCA Is Right For You


The technology journey for B2B marketers includes the implementation of an advanced marketing automation system and a CRM. And at some point an advanced marketing attribution solution is also implemented. Marketo RCA)? Marketo Revenue Cycle Analytics (RCA) is a set of reporting tools that helps marketers analyze their campaigns (i.e. Conclusion.

Marketo Adds Custom Objects. It's a Big Deal. Trust Me.

Customer Experience Matrix

My first question when Marketo announced its new mobile app connector this week wasn’t, “What cool new things can marketers do?” But one of Marketo’s biggest technical weaknesses has always been an inflexible data model. This was a common limitation among early B2B marketing automation products but many have removed it over the years. suspect that underestimates the technical savvy of Marketo users, but no matter. This will be more true once Marketo finishes its planned migration of activity data to a combination of Hadoop and HBase.

B2B Marketing Trends for 2016

B2B Marketing. Trends for 2016 Edited by Tom Pick and Tony Karrer 25 Thought Leaders Weigh In 0 Executive Summary B2B marketing practices are in the midst of profound change, driven by three powerful trends: • Changing expectations of buyers: as Baby Boomers retire and Millennials move into and up within the ranks of B2B enterprises, buying. Marketers need to take the. content.

ANNUITAS Named Finalist for Marketo Revvie Award


ANNUITAS Named Finalist for Marketo Revvie Award. Marketing Software Provider Recognizes ANNUITAS’ Industry Leadership. ANNUITAS ®, a demand generation strategy and change management firm, has been named a finalist for a Marketo Revvie Award in the Digital Services Partner of the Year Category. Presented by Marketo, the leading marketing software and solutions provider, the Revvie Awards program recognizes companies that effectively use Marketo to attract and engage customers. Press Releases Marketo Parter of the Year Revvie

Happy 10th Birthday, Marketo!

Modern B2B Marketing

Author: Sanjay Dholakia Ten years ago this month, Phil Fernandez, David Morandi, and Jon Miller founded Marketo with one idea: to create a new kind of enterprise software company, one dedicated solely to the needs and mission of today’s marketing professional. Thank you for helping Marketo make the last decade so special. Modern Marketing b2b Consumer

Marketo Goes to College

Modern B2B Marketing

Author: Jesse Finn Good marketers are hard to find. In fact, many organizations today are facing huge gaps in their marketing team roster – there just aren’t enough people to do the job. If you go on to their job listing page, you’ll see they’re currently looking for more than 250 marketing professionals alone. Marketing Automation Take Sears, for example. The reason?

Marketo Summit 2015: Focusing on Yourself, Focusing on Your Team


I was reminded today of my own story of professional growth and development. I ran into an old acquaintance at the Marketo Summit here in San Francisco, and as we were catching up on our old CEO I mentioned how much I will always appreciate the fact that he invested in training and professional development for me, as it was that training which really empowered me to grow and mature as a marketer.

B2B Marketing Trends for 2016

B2B Marketing. Trends for 2016 Edited by Tom Pick and Tony Karrer 25 Thought Leaders Weigh In 0 Executive Summary B2B marketing practices are in the midst of profound change, driven by three powerful trends: • Changing expectations of buyers: as Baby Boomers retire and Millennials move into and up within the ranks of B2B enterprises, buying. Marketers need to take the. content.

Infographic: The State of Marketing Automation Maturity

The Point

Are most B2B companies getting maximum value from their investment in marketing automation? recent industry survey by Spear Marketing Group suggests: no. Or are companies rushing to implement marketing automation without a full understanding or strategy for how to put that technology to best use? Is this a technology problem relating to ease of use?

Marketo's Engagement Engine Simplifies Complex Marketing Automation Campaigns

Customer Experience Matrix

My point is that elaborate, branching flows are too complex for most marketers to build and maintain, and – because reality is infinitely messier than even the most sophisticated flow chart – will often give customers a sub-optimal treatment. But the good folks at Marketo have taken a step in that direction with their latest enhancement, which they call an “engagement program”.

Meet SalesPredict at Marketo Marketing Nation Summit & SiriusDecisions 2016 Summit


We're talking predictive marketing at two major marketing conferences this spring. Doesn't have quite the same ring to it, but team SalesPredict is excited to be participating in two important industry events next month: Marketo's Marketing Nation Summit and SiriusDecisions 2016 Summit. Come see what Tomorrow's Marketer needs to know today. Will we see you there?

Marketo Announces Japan Expansion

Modern B2B Marketing

And in our short history, it sure seems like people want Marketo. First, we heard customers in the UK asking for our technology; in 2011 we took the international plunge and hung the first global Marketo shingle up in Dublin. Contained within this rebirth is a subtle but significant difference in how Japanese companies want to market themselves and engage customers.

What Tomorrow's Marketers should Watch for at Marketo Summit 2016


Thousands of attendees are eagerly anticipating a trip to Vegas for Marketo Summit 2016. Uncovering what “tomorrow’s marketer” will look like is no mean feat. Marketers from across the globe are banding together to listen, learn, contribute, and discover how the mass industry of marketing can evolve to meet the needs of tomorrow’s customers. click to view larger).

B2B Marketing Trends for 2016

B2B Marketing. Trends for 2016 Edited by Tom Pick and Tony Karrer 25 Thought Leaders Weigh In 0 Executive Summary B2B marketing practices are in the midst of profound change, driven by three powerful trends: • Changing expectations of buyers: as Baby Boomers retire and Millennials move into and up within the ranks of B2B enterprises, buying. Marketers need to take the. content.

Top 10 Marketing Automation Mistakes

The Point

It’s well documented that, of the companies who invest in marketing automation, many fail to achieve maximum return from that investment, or even utilize marketing automation technology to its full capacity. Many of the pitfalls that cause the returns on marketing automation to fall short can be distilled into a handful of common issues. Launching lead scoring too soon.

Marketo Summit 2013 #MUS13 Insiders Guide

B2B Lead Blog

The Marketo User Summit in San Francisco has expanded from the original 2 days to 3 days plus and the event is so jam-packed that it’s important to have a game plan to get the most out of it. Sunday April 7 – If you are a super-nerd like me, you may have signed up for the inaugural Marketo Individual Certification Exam. B2B Marketing IdeasStill looking for a hotel?

Raab Report: Act-On, Eloqua, Pardot, and Marketo Vie to Lead in Mid-Size B2B Marketing Automation Segment

Customer Experience Matrix

final installment in my series of posts on leaders in the different B2B marketing automation sectors, as determined by the ratings in our VEST report. I’ve saved the best for last, in the sense that the small to mid-size sector is the heart of the industry and its most complicated arena. This covers a broad range of marketing users with widely varied needs.

Prepare for 2015 with Marketo’s Marketing Predictions

Modern B2B Marketing

Author: Ellen Gomes Marketers have seen a ton of change in 2014, the era of engagement marketing  has started to take shape and change how marketers approach buyers. We’re much more cognizant of the changing buyer — who wants to be engaged with relevant, personal messages, wherever they are — and we’ve started to shape our marketing accordingly.

We’ve Partnered with Marketo to Accelerate Your Account-Based Marketing Initiatives

Sales Intelligence View

Ready to launch an account-based marketing (ABM) strategy, but not sure where to start? Today we’re excited to announce that we’ve expanded our partnership Marketo to help companies jump-start their ABM initiatives. InsideView is one of a few select Marketo ABM launch partners that will team up to bring ABM solutions to the market. Market Intelligence ABM ABM acceleration ABM tips account based marketing insideview partnership marketo abm marketo partnership sales and marketing alignmentWith […].

Join Infer at Marketo Summit 2016


Marketo Summit is upon us yet again, and we’re geared up for a fantastic week of networking, learning, and connecting with thousands of data-driven marketers about the power that predictive can have on their businesses. The two hottest topics in marketing – predictive and account-based marketing – aren’t on parallel paths, they’re on convergent paths.

The Economist & Marketo: Figuring Out The Next Era of Marketing

Modern B2B Marketing

Mostly, I’m reflecting on just how much the science, the art, the profession of marketing has changed in recent years. Pause if you will for just a moment and think about the marketing landscape just 10 years ago. Google had only just gone public and only a small percentage of marketers knew what the acronyms ‘SEM’ and ‘SEO’ meant. Engagement Marketing b2b Consumer

[Infographic] The Marketo(er’s) Guide to SXSW

Modern B2B Marketing

This year, Marketo is going big. We have taken over Austin’s hip Vulcan Gas Company on East 6th St and created the Engagement Lounge , where we will be helping marketers master the art and science of digital marketing. And to learn more about what Marketo has in store for SXSW check out our microsite. Event Marketing Infographic b2b Consumer

Marketo Spark Targets Small Business Marketing Automation

Customer Experience Matrix

Marketo today announced the launch of Spark , a new brand aimed at small and mid-size business. Functionally, Spark is pretty much identical to the standard Marketo system. Most of these aren’t of interest to small business, and several involve additional charges even for Marketo’s regular packages. Spark starts at $750 per month with no annual contract, compared with Marketo’s $2,000 per month minimum and annual contract for its full-featured Professional Edition. Whether Marketo actually makes any money at this price is questionable.

Marketo Inspires, Do You Do The Same? Marketo Roadshow 2015


The Marketo Roadshow is rolling into town on Thursday, July 30th and we’re happy to be there as Silver Sponsors. Roadshows like this one allow for a collection of forward-thinking marketers to gather and talk big ideas and brainstorm on how they can make their customer experiences even better! So what’s a marketer to do? The problem? Start Small. Build More. Start a Dialogue.

Marketo Tells How to Use Social Media for Lead Generation

Paul Gillin

I often cite marketing automation vendor Marketo as a shining example of a company that gives away great information as a way to promote its business. Marketo recently contacted several B2B social media marketing pros to get their tips on how to generate leads with social platforms. B2B Content Marketing Social Media Marketo They report encouraging results.

Texts From Marketo: Starting Our Story From Page 1

Modern B2B Marketing

At Marketo, we recently decided to restart our social storytelling and are going back to page 1 of our social storybook—without any jargon. We realize that some people may not know what we mean when we say that Marketo is the “best in class engagement marketing platform”. Texts From Marketo. Modern Marketing b2b ConsumerSo here’s how we’re changing that. Oui, oui!

Engagement is Everywhere: Marketo’s Spring 2015 Product Release

Modern B2B Marketing

Author: Steve Sloan Today, I’m excited to announce a few new innovations that we know the Marketing Nation™ is going to love. For the first time, we are making it possible for marketers to engage their customers on any channel–-email, web, social media, digital advertising, and more—all from Marketo. Modern Marketing b2b Consumer

Infer Scores Now Available in Marketo Sales Insights


We’re excited to share that Infer Scores are now integrated with Marketo Sales Insights to give more reps visibility into their best-fit prospects so they can close deals faster. Once Infer is configured with your Marketo instance, any administrator can edit the standard setup for Sales Insights. How to Use Infer Scores in Marketo Sales Insights. Click the Sales Insight option.

Field 35

Marketo Raises Another $50 Million: Where Does the Money Go?

Customer Experience Matrix

Marketo this morning announced a new $50 million funding round, almost exactly one year to the day after raising $25 million in November 2010. All this new information begs for an update of the analysis of Marketo’s finances that I prepared last year. I won’t go into the same details, but the key figures for 2010 and 2011 are: This is good news, in that Marketo has managed to increase the all-important Revenue per Client figure. Remember that Marketo said it has $70 million cash on hand? marketo funding marketing automation industry

We Should Be Asking: “Why Didn’t Marketo Raise More?”

It's All About Revenue

When I heard word of Marketo’s $50 million round, my immediate response was, “Good for them; better for the industry,” predictable though it may sound. fully expect this round – which, according to industry observers, brings Marketo’s total raise to $107 million – to brighten the spotlight that’s already shining on  marketing automation and related categories like revenue performance management. When it comes to Marketo’s funding, the question most observers will ask is: Why did they need to raise $50 million just one year after securing $25 million?

Marketo Data Tells Us: Which Channel Wins More, Faster

Modern B2B Marketing

So in this fourth blog in the Marketo Institute series, we’re going to look at the next two channel pipeline metrics: win rate and velocity. The Happy Marketing-to-Sales Handoff. You can’t measure the effectiveness of a channel just based on conversion rate. A lot of marketers fall in to the pit trap of stopping their metrics right before the marketing-to-sales handoff.

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. 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.

Stats 49

Introducing Marketo’s Email Lookbook for Spring/Summer 2014

Modern B2B Marketing

Today’s marketers need a combination of eye-catching design, clever text, and attention-grabbing headlines to engage and be top-of-mind for today’s consumers. They believe marketers should know who they are, where they live, and what their buying behavior looks like. Email marketing technology has enabled emails to be much more dynamic and engaging than in years past.

You’ve Set Up Marketo And Salesforce -- Now What? Why You Still Need Attribution


B2B marketing operations professionals have successfully staked a claim as marketing automation data process experts. Taking the next step, many have created a sales and marketing data foundation by connecting their marketing automation data to the CRM. And, they want to do it with a solution that fits into their existing sales and marketing technology infrastructure.

Why Marketo and Microsoft Dynamics CRM Customers Have Gold in Their Sights

Modern B2B Marketing

Author: Brian Glover Are you a Microsoft Dynamics CRM customer struggling to get better leads, more of them, and truly understand the impact of marketing on pipeline and revenue? The tight coordination and importance of timing reminds me of sales and marketing, but instead of a baton, marketing hands off the right lead at the perfect time, and sales wins the gold (literally).

Marketo Email Campaign Keeps It Short & Sweet

The Point

A client confessed recently that one of the reasons his company had selected Marketo as a marketing automation provider was because he was so impressed by their marketing. His logic (presumably): if a technology provider is promising to help improve our marketing effectiveness, shouldn’t their own marketing reflect those same high standards? To wit: 1.

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

Modern B2B Marketing

Author: Johnny Cheng Marketers are always striving to deliver “best practice” marketingmarketing based on tested, tried-and-true data. But, for many marketing activities, marketers simply don’t have a strong benchmark to reference. This Introducing Marketo Institute. Marketo Institute was started in 2014 by Marketo Co-founder Jon Miller.

Jon Miller, Marketo Co-Founder and VP Marketing : How To Make Data Analytics a Natural Marketing Outcome [Podcast]

Crimson Marketing

Marketing automation is the hot trend in technology marketing, but how do you move away from the daunting process of “data science”? Jon Miller recently shared his expert insight with me on the importance of “turning marketing from a cost center into a revenue driver using the right metrics to build marketing’s credibility.”