Observations from the 2017 Marketo Summit

The Point

This week was my eighth consecutive Marketo Summit, all of them as a sponsor/exhibitor. The event has transformed since 2009, when the customer party fit (literally) onto a suburban restaurant patio. Marketo has their mojo back.

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. Marketo has attracted a respectable array of partners who extend its capabilities.

Trending Sources

Marketo Conference: Small Changes, Big Picture

Customer Experience Matrix

Marketo wrapped up its three day Marketing Nation conference yesterday, having once more displayed its own marketing prowess by attracting national media attention (see here and here ) with an appearance by Hillary Clinton. I wasn’t at the conference but Marketo briefed me on their plans.)

How To Decide Whether Marketo RCA Is Right For You

bizible

Advanced marketing automation systems like Marketo offer some form of attribution but it can be difficult to understand exactly how it compares to other attribution solutions like Bizible. What Is Revenue Cycle Analytics (i.e. Marketo RCA)? Time To Value and Cost of Marketo RCA.

Marketo ABM Launch Raises the Bar for Predictive Analytics and ABM

Leadspace

Exciting news this week from Marketo for all you account-based marketing buffs out there. The marketing automation giant officially launched Marketo ABM on Tuesday, four months after it was first announced.

5 Ways to Uncover Powerful Website Analytics

Modern B2B Marketing

Author: Jamie Lewis If you’re not tracking your website analytics, it’s time to step it up. Contrary to more traditional marketing channels, your website and web analytics are direct, specific, and measurable. So what exactly is website analytics?

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

bizible

But even if you’ve set up a great marketing automation platform like Marketo and a solid CRM system like Salesforce, there’s still work to be done. What got them to become a customer? “To Marketo) and the CRM (e.g. Holistic View of Customers At Every Touchpoint.

Lytics Adds Marketing Recommendations to a Customer Data Platform

Customer Experience Matrix

It’s just over one year since I first spoke with Lytics *, which at that time was (accurately) calling itself a Customer Data Platform but had not yet released a beta version of its product. Data and analytics are included in the system; execution is not.

Cracking the Code for ROI: Linking the Marketo and Google Worlds Together

Modern B2B Marketing

Author: Chandar Pattabhiram For years marketers have wrestled with two very big challenges: proving ROI and trying to talk to hundreds of thousands of customers in a personal, one-on-one manner. We have integrated Marketo’s Engagement Marketing Platform with Google AdWords.

4 Tips to Make the Most of Predictive Analytics: Think Small Data and Automation

Modern B2B Marketing

Knowing how likely a person is to become a customer, and why , is the Holy Grail for marketers. So it’s no surprise that predictive analytics is an increasingly popular topic. Here are four tips to get the most out of your predictive analytics efforts: 1.

B2B 50

Marketo Marketing Nation Summit: Who’s Talking About B2B Data?

Leadspace

When I looked at the agenda for the 2016 Marketo Marketing Nation Summit, it got me thinking about the future of data, lead generation and the evolution of B2B marketing. So why aren’t more people talking about B2B data at Marketo Marketing Nation?

4 Marketing Analytics That Matter for Driving Higher Revenue

Modern B2B Marketing

Here are four marketing analytics for demonstrating marketing’s ability to drive revenue: Flow: Where are prospects connecting with your marketing programs?

Infer Infuses Microsoft Power BI with Predictive Intelligence to Deliver Next-Generation Sales Analytics

Infer

Press Release: New Analytics Bring Unprecedented Pipeline Transparency to Best-in-Class Business Intelligence. a leading provider of predictive technologies that help companies win more customers, today launched a new sales analytics package for Microsoft Power BI.

SEO and Customer Base Marketing: Deepen Relationships for More Repeat Sales

Modern B2B Marketing

The tools of SEO, and the insights SEO strategies generate, are also highly effective in delighting and retaining customers in the post-sale enablement, adoption, and retention phases of customer marketing. Adopting SEO as Part of a Customer Marketing Strategy.

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. Customer accomplishments as a result of the Vidyard-Marketo integration include: Altium.

Your Analytics Questions Answered (Interview)

EMagine B2B Blog

On the heels of the very successful webinar, Google and Web Analytics for Marketers: Which Website Metrics REALLY Matter? I sat down with eMagine’s own VP of Digital Services and webinar presenter Alicia Hale to get the answers to some of your burning analytics questions!

4 Things to Consider When Choosing B2B Predictive Analytics Solutions

Leadspace

From its humble beginnings, predictive analytics has burgeoned into a crowded, bustling, noisy marketplace. 65% of B2B businesses who aren’t already using predictive analytics said they were considering adopting it in 2016, according to a survey earlier this year.

Marketo’s Take on Salesforce.com’s ExactTarget Acquisition

Modern B2B Marketing

Many of our customers, prospective customers and business partners may be wondering what this move means for Marketo, since we are a leader in the marketing software space and so many salesforce.com customers also choose Marketo as their marketing automation platform.

5 Things Your Customers Wish You Knew About Them

Fathom

Recently, I stumbled upon a quote that said something to the effect of, “…customers don’t care about your logo, they care about what you do”, and it got me thinking. What Your Customers Wish You Knew About Them. Holistic Customer Experiences Begin With Love.

Reaching the Summit: Top 3 Takeaways from Marketo’s Marketing Nation Summit

Bulldog Solutions

Last week, I had the good fortune to attend Marketo’s Marketing Nation Summit in San Francisco. CX is not linear It’s easy to think about the customer journey as linear—someone isn’t a customer; you market to them and then they are. So, what’s next from Marketo?

How to Leverage an Analytical Legal Strategy to Close More Deals

Modern B2B Marketing

I get this question all the time, especially during my interview with Marketo last November. I didn’t have to look far to find ways to apply the analytical and strategic thinking I learned in law school. Take some time to think analytically and strategize.

Rules 41

HBR and Marketo Team Up: The Marketing Org for the Digital Age

Modern B2B Marketing

That is why Marketo has teamed up with Harvard Business Review Analytic Services to try and figure out this multi-headed monster. There is a guarantee of needless duplication, which jeopardizes a company’s relationship with the customer.

Predictive Analytics: The Next Piece of the Social Puzzle

Modern B2B Marketing

Today, I’d like to talk about the latest piece of the social marketing puzzle – predictive analytics. Predictive analytics, simply put, use past data and statistics to model and predict the future. Marketing’s Move to Predictive Social Analytics. When to Use Predictive Analytics.

Hive9 Marketing Performance Management Includes Customer Journey Optimization

Customer Experience Matrix

Sending messages distinguishes journey orchestration engines from “pure” Customer Data Platforms, which assemble data but don’t make decisions about customer treatments. That’s quite different from pre-defining an ideal customer journey and trying to force customers to follow it.

5 (+ 1) Questions to Ask Predictive Analytics Vendors: SiriusDecisions Edition

Leadspace

Predictive analytics is a hot topic for B2B lead generation professionals, prominent on the event agenda and well represented by the sponsors in attendance. Some vendors require you to have hundreds of customers and thousands of data points to be able to provide an effective scoring model.

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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. Customers don’t want to be interrupted (and they’re more empowered than ever). Instead of sending promotional offers to your customers (10% off! A powerful analytics engine.

Guide Your Buyers Through the Customer Journey with Social Media

Modern B2B Marketing

Author: Lisa Marcyes The customer journey has changed. Let’s take a look at how you can engage with your buyers on social media throughout the customer journey: 1. Your customers expect their complaints on social to be addressed, and addressed quickly.

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. How do they integrate with Marketo? Customer engagement.

Where Your Customers Go, Your Budget Should Follow

Modern B2B Marketing

Author: Matt Zilli The marketing organization has been in a renaissance, moving from a model where every type of marketing is handled in a silo toward a more holistic model that’s structured around the customer lifecycle. What Exactly Is Your Customer Looking For?

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.

What You Absolutely Can’t Miss at the Marketo Marketing Nation Summit 2014

Modern B2B Marketing

Author: Maggie Jones The Marketo Marketing Nation Summit 2014 is almost here – less than 26 days away (but who’s counting?). MARKETO FUN RUN/WALK. DRIVING FACEBOOK LEADS with MARKETO. MARKETO ANALYTICS 101. GET DOWN at THE MARKETO MARKETING NATION GALA.

New Report Confirms Immaturity of Most Marketing Automation Deployments

The Point

However, the study also finds that this focus on efficiency can blind marketers to marketing automation’s true strategic value, what Forrester describes as: “improving lifetime value, building dialog with customers, and increasing collaboration.”.

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.

The Risks of Blending Customer Signals from Disparate Sources

Infer

When it comes to business-to-business customer analytics, there’s a wide range of signals to choose from – a company’s business model, technology vendors, relevant job postings, public filings, social presence, website activities, marketing engagement, third-party intent data, and other attributes.

An Interview with Jon Miller, Co-Founder of Marketo

ANNUITAS

We recently had the opportunity to connect with Jon Miller, Vice President of Marketing and Co-Founder of Marketo. Jon leads strategy and execution for all aspects of Marketo’s hyper-efficient demand center (powered by Marketo’s solution, of course). In Marketo’s popular blog, Modern B2B Marketing , he explores everything from lead nurturing and social media to marketing ROI and revenue performance management (RPM).

How Can We Blend All of Our Customer Data into Actionable Profiles?

Infer

The key to establishing impactful data-driven workflows – with our without predictive scores – is creating actionable profiles of your ideal customers, and infusing that insight into your day-to-day work. Google Analytics, however, is tracking both known and unknown visitors in the background.

Vidyard Named Finalist for 2016 Marketo Revvie Awards

Vidyard

Vidyard recognized in the “Partner of the Year, LaunchPoint Technology” category for the success and impact of its video platform with joint Marketo customers. KITCHENER – April 19, 2016 – Vidyard, the video intelligence platform for business, today announced it is a finalist in the “ Partner of the Year, LaunchPoint Technology ” category in the 2016 Marketo Revvie Awards. About Marketo Revvie Awards.

Quantivo Offers High-Volume Customer Analytics at a Modest Price

Customer Experience Matrix

These are exciting times in the world of analytical systems. Its core is a data structure that sits somewhere between columnar – now the most common approach for analytical processing – and hierarchical indexes. The second pass might find all transactions with that product/date pair that were made by a given customer. customer analysis column data store business intelligence systems analytical databases cloud computing

57% of US Marketers Say Predictive Analytics Will Be a Primary Martech Tool in 2017

KoMarketing Associates

As customers utilize more types of technology, marketing professionals are turning to their own resources to keep pace. Marketo recently surveyed global marketers to learn more about which resources are becoming more valuable in 2017. marketers said that they believe predictive analytics will be the primary technology resource they use to engage customers this year. Only 25 percent thought that their customers would begin using machine learning technology.

More on Marketo Financials: Despite Past Losses, Prospects Are Bright

Customer Experience Matrix

Summary: Public data gives some insights into Marketo's financial history and prospects. Here’s a bit more on this week's $25 million investment in Marketo : a piece in VentureWire quotes revenue for Markteo as $4.5 We can use the same data to estimate Marketo’s burn rate.