Observations from the 2017 Marketo Summit

The Point

This week was my eighth consecutive Marketo Summit, all of them as a sponsor/exhibitor. Marketo has their mojo back. It’s been a tumultuous year for Marketo since being acquired by Vista Equity Partners in late 2016.

Marketo's Engagement Engine Simplifies Complex Marketing Automation Campaigns

Customer Experience Matrix

I’ve long said that the best campaign design would be one circle: the system executes the best treatment for each customer, waits a day, and repeats. But the good folks at Marketo have taken a step in that direction with their latest enhancement, which they call an “engagement program”.

Trending Sources

9 Ideas (and 1 Big Lesson) from the Marketo Social Marketing Roadshow

The Point

Last week I attended (and was a presenter at) the Seattle edition of Marketo’s 2012 Social Marketing Rockstar Tour , a roving conference/seminar series being held this summer in cities nationwide.

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. I 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.

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.

Join Infer at Marketo Summit 2016

Infer

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. Optimizing marketing campaign efficacy.

Campaign Makeover: Simple Changes Increase Email Response by 25 Percent

The Point

Kevin writes: “Below is one of our most successful email campaigns. Click on the first thumbnail at right to see Kevin’s original campaign. A few days later, Kevin responded with the results: “Based on your input, I made the following changes to the Forrester campaign: 1.

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Microsoft, Marketo and Facebook’s 5 Tips for Focused, Effective Marketing

Leadspace

So as a demand gen marketer, this week’s Leadspace-hosted panel at The Marketing Nation Summit in San Francisco — which brought together marketing thought-leaders from Microsoft, Facebook and Marketo — was a real treat for me.

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. Needless to say, that shift plays right into Marketo’s hands.

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. Which leads to another question: do certain types of campaigns even need an offer in the first place? B2B Marketing Campaign Strategy Content marketing Database Marketing Demand Generation email marketing Lead Management Lead Nurturing Marketing Automation Marketo Jon Miller lead nurturing strategy lead nurturing tips marketo Marketo best practices Marketo lead nurturing Marketo partner

Doing More Together: Facebook and Marketo Drive Marketing Success

Modern B2B Marketing

Marketo is happy to be one of the partners contributing to this vision through our integrations with Facebook that connect the dots between seemingly disparate activities, digitally and offline. A Marketo Case Study.

Top 10 Demand Generation Resolutions for 2014

The Point

Improve campaign measurement. Measuring opens and clicks may tell you something about email performance, but it says nothing about the impact that email campaign had on qualified leads, or opportunities, or revenue. This year, test something in every campaign.

Measuring the True Impact of Marketing Campaigns: A Conversation with Bonnie Crater

The Point

In 2011, she became President and CEO of Full Circle CRM , a company dedicated to helping VPs of Marketing use Salesforce.com to get accurate and useful performance data about marketing campaigns.

5 Reasons to Gate Lead Nurturing Content

The Point

A client asks: “I notice that you’re recommending we gate our offer content behind landing pages as part of the lead nurturing campaign. Why is that necessary when we already know who these people are? Aren’t we just making it more difficult for people to respond?”.

Top 10 B2B Lead Scoring Mistakes (Part 1 of 2)

The Point

Faulty inactivity campaigns. Companies routinely use “inactivity” campaigns to subtract points if, for example, a prospect takes no action for 3 months. Multiple campaigns assigning lead scores.

5 Common Mistakes that Destroy a Drip Campaign

Modern B2B Marketing

Your outbound marketing campaigns have to keep up. A drip marketing campaign is usually triggered by an action the user takes—filling out a form, downloading content, making a purchase, etc. How to Start a Drip Marketing Campaign.

Microsoft and DXC Win Big at Marketo and SiriusDecisions — What’s Their Secret?

Leadspace

With Marketo’s Marketing Nation Summit, SiriusDecisions 2017 Summit, Oracle MME and the MarTech series packed into just two months, it’s fair to say our events team — like many others — have their hands full right now! On Tuesday, Marketo announced the winners of its annual Revvie Awards, with Leadspace customer Microsoft receiving the Enterprise Marketing Team of the Year award. Events season is well and truly underway for B2B marketers.

MobileIron Harnesses End-User Demand to Drive Mobile IT Sales Leads

The Point

They turned to their demand generation agency , Spear Marketing Group , for ideas and asked Spear to develop a pilot campaign that would test the efficacy of marketing MobileIron’s solution to the end user audience. Here’s how the campaign worked: 1.

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?

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7 of the Best Email Marketing Campaigns of 2016

Modern B2B Marketing

Standing out from the crowd means innovating, testing, and creating the best email marketing campaigns your audience sees. Here are seven of the best email marketing campaigns we saw in 2016. This particular email campaign invites the recipient to a live software demo with an expert.

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. Marketo) and the CRM (e.g. See how to implement multi-touch attribution into your Marketo organization.).

10 Tips for Driving Lead Nurturing Success (Infographic)

The Point

B2B Marketing Campaign Strategy Infographics Lead Management Lead Nurturing Marketing Automation lead nurturing best practices lead nurturing strategy lead nurturing tips Marketo agency Marketo best practices Marketo partner

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

Modern B2B Marketing

Our last email campaign had a 5% click rate! You go back to your desk and begin to fumble around random marketing websites containing “best practice” campaign performance stats. Introducing Marketo Institute. Marketo Institute was started in 2014 by Marketo Co-founder Jon Miller.

Engagement is Everywhere: Marketo’s Spring 2015 Product Release

Modern B2B Marketing

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. When you pair powerful technology and insights from Marketo with ad tech, marketing magic happens.

5 Tips For Supercharging Your Marketo Campaigns

Sales Intelligence View

Lead management isn’t for the faint of heart, but with these five pieces of advice, you’ll be well on your way to running successful marketing programs with Marketo. Marketing Marketing Intelligence Tips and Tricks Webinars Marketing Data Marketing Databases marketo

Case Study: Segmentation, New Creative Boosts Lead Conversion Rates by 75%

The Point

Sungard AS runs a highly successful demand generation program, an integrated mix of both online and offline campaigns, to generate a consistent flow of leads to the company’s sales force. Design, build and launch a nurture campaign targeted to “Mid Stage” leads.

5 Email Reactivation Campaigns That Win Subscribers Back

Modern B2B Marketing

In the meantime, I’ll share five powerful reactivation campaigns for inspiration: 1. Marketo: Moving On is Hard. We tell our subscribers how it’s breaking our hearts that they haven’t engaged with Marketo emails in over a year.

New Marketing Automation Buyer’s Guide Offers Valuable Advice

The Point

Marketo announced an open ecosystem platform strategy. • Again, this has less to do with managing the software per se, and much more to do with developing the campaigns, programs, strategies, and content that are the fuel for a successful deployment.

Top 10 Marketing Automation Mistakes

The Point

Frequently, this is due to a backlog of campaigns and other tactical needs – as soon as the platform is deployed, the company moves immediately into “campaign mode” to address that backlog, and never has the time thereafter to hit “pause” and address the big picture.

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

SnapApp

The Marketo Roadshow is rolling into town on Thursday, July 30th and we’re happy to be there as Silver Sponsors. Campaigns large and small take time: content creation, creative, and execution. Focus on a few high-quality campaigns. Once you have your campaign, build on top of it!

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

Modern B2B Marketing

While your email campaigns may be hitting all of your marks, you may want to set your goals higher for 2016 based on how other companies in your space are doing. Here’s the email performance for the three types of campaigns across all industries.

4 B2B Marketing Tips for Running Successful PPC Campaigns

Modern B2B Marketing

Author: Divya Dutt When I joined Marketo three years ago, I had previous experience running paid search campaigns at a B2C company. However, I quickly realized that pay-per-click (PPC) campaigns for typical B2B products are very different from those for B2C.

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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. These stats show us how far marketers can take their marketing programs and campaigns. Largest Email Campaign.

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Platform Updates: New Salesforce Reporting Package, Nested Subqueries in Profile Management, Raw Marketo Signals, Short Fields for Profiles, and More

Infer

Campaign Performance Reports. Campaign Performance Report. This feature brings enhancements to all profile types by joining those profiles with the Task and Campaign tables from Salesforce directly into the Profile Builder. Raw Marketo Signals.

New Report Confirms Immaturity of Most Marketing Automation Deployments

The Point

The keys to marketing automation ROI lie not in features but in strategy, collaboration, metrics, and the development of more sophisticated, multi-touch, triggered 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.

How to Bring Your Marketo Organization into a Multi-Touch Attribution World

bizible

Who is going tag links with utm parameters, who sets up the email campaign, who is launching the campaign on social? There’s nothing worse than doing the work to set up an awesome campaign, then forgetting to launch.

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

Modern B2B Marketing

At Marketo, we spend a lot of time thinking about how to help sales and marketing perform together with the finesse of Olympians. Pipeline and Revenue Can be Attributed to Marketing Campaigns. Ever wonder which marketing campaigns drove the most sales opportunities?

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

Modern B2B Marketing

This could be a result of companies with larger databases having more well-known brand names so they are more careful with their email campaigns. If you have the resources, segment your email campaigns based on the audience persona (industry, demographic, geography, etc.)

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?