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. But the answer also lies in a more multi-channel approach.

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’m not saying the platform approach is a bad one for Marketo.

Trending Sources

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. Marketo RCA)? Marketo Revenue Cycle Analytics (RCA) Reporting Capabilities.

12 Marketo Summit 2017 Sessions You Should Attend

bizible

Marketo categorizes their sessions based on topic and we can see that Marketing Trends is a major focus. Marketo Summit attendees can expect to learn about the latest technologies and strategies used in today’s B2B marketing departments. Who Marketo Summit Is For.

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. About Marketo.

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.

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

Modern B2B Marketing

Author: Chandar Pattabhiram The right message delivered at the right time over the right channel to the right customer is the goal of every marketer. But today, Marketo and Facebook have started to make this goal a reality for social advertising channels.

Vidyard Wins 2016 Marketo Revvie Award

Vidyard

Video intelligence platform honored in the “Partner of the Year, Launchpoint Technology” category for the impact of its video platform for joint Marketo customers. KITCHENER, Ontario – May 11, 2016 – Vidyard , the video intelligence platform for business, today announced it was named the winner in the “ Partner of the Year, LaunchPoint Technology ” category in the 2016 Marketo Revvie Awards. About Marketo Revvie Awards. Media Contact: Brad Hem.

The Definition of Omni-Channel Marketing – Plus 7 Tips

Modern B2B Marketing

We’re moving away from mass, “push”-based marketing, and towards more personalized, 1:1 communication with consumers, through the many channels and on the many devices they use. What is Omni-Channel Marketing? First of all, what is omni-channel marketing?

What Is B2B Social Media Marketing?

KoMarketing Associates

Before it’s possible for B2B marketers to implement successful social media tactics and tools, it is essential to understand what exactly social media is and how it supports your overarching business objectives. The goal of social media marketing is to build relationships and connections with target audiences, that lead to improvements marketing performance (such as brand awareness, website traffic, leads, etc), in defined social media platforms.

3 Effective Ways to Incorporate Direct Mail Into Your Multi-Channel Campaigns

Modern B2B Marketing

However, coupled with a sophisticated marketing automation platform, direct mail is getting a facelift that may make it a channel that helps you differentiate your go-to-market strategy. Here are three ways to use direct mail in your cross-channel marketing campaigns: 1.

30 B2B Social Media Tips for 2016

KoMarketing Associates

As social media has grown, so has the opportunity for businesses to reach customers and potential customers. In fact, according to the Salesforce 2015 State of Marketing Report , 66% of businesses now have a dedicated social media team. Social media isn’t something you just do.

Sirius Decisions Thinks Websites Will Generate 71% of All B2B Sales Leads by 2015. I Disagree.

The Point

Sirius Decisions wrote an insightful article last week about the acquisition by Marketo of Insightera (a Web personalization platform), and included was the following projection: “By 2015, we expect to see 71 percent of b-to-b organizations’ new inquiries coming via the corporate Web site.”.

The Missing Link Between Media and Marketing

Buzz Marketing for Technology

We are not connecting that media investment, the prospects generated, nor their data, with our marketing systems and processes. Validate prospect information in order to inject quality, actionable data, and thereby increase lead velocity and lower media costs.

Link 109

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

Modern B2B Marketing

We have integrated Marketo’s Engagement Marketing Platform with Google AdWords. In other words, if one of these prospects connects with a sales rep, and ultimately ends up purchasing, Marketo feeds that conversion back to Google AdWords.

Technically Speaking: An Interview with MeritDirect’s Data + Media Services SVP Chris Blohm

HG Data

For nearly two decades global multi-channel marketing leader MeritDirect has thrived as a data-driven, integrated direct marketing partner, elevating their clients’ marketing efforts to “Higher Ground” – a cornerstone of the company’s customer-first approach and corporate culture. Today, MeritDirect is a data- forward, omni-channel marketing business with a spotlight on digital, data, and analytics.

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. Media Contact.

How To Measure A B2B Social Media Program

KoMarketing Associates

A few weeks ago, we covered the “ 2016 State of B2B Digital Marketing ” report from Ascend2 and Marketo. Social media came in at a distant 4th, with only 33% of respondents indicating social media to be effective. Social Media Discovery Attribution.

Revenue Performance Management: An interview with Jon Miller, VP Marketing and Co-founder of Marketo

Sales Lead Insights

Jon Miller is VP marketing and co-founder of Marketo , one of the marketing automation solutions supported by AcquireB2B , our B2B agency specializing in driving more leads and sales with B2B marketing automation.

[Ebook] How to Get the Most Bang for Your Buck Across Your Marketing Channels

Modern B2B Marketing

Now e very channel needs to play an important role in your overall digital marketing strategy. So how can we make sure we’re budgeting correctly and optimizing each channel? Here are some best practices when it comes to budgeting, goal setting, and tracking for each channel : Website.

Vroooom! 3 Ways Consumer Marketers Can Accelerate Growth in a Multi-Channel World

Modern B2B Marketing

With industries such as media, retail, finance, and education, the internet has changed the way people buy and has also led to increased levels of competition. Engage in Linked Multi-Channel Marketing. Instead, these prospects often touch multiple channels before they engage.

Reaching Millennials With Social Media: A Healthcare Case Study

Fathom

Check it out now and learn how to engage millennials with a modern, comprehensive digital media plan. It’s simple; market to millennials on social media. Keep reading for OhioHealth’s strategy, execution, and success in targeting millennials with social media.

A NCAA March Madness Marketing Lesson: Cross-Channel & Emotional Storytelling

Modern B2B Marketing

It can teach marketers valuable lessons about appealing to consumers’ emotions through interactive storytelling and creating a holistic, cross-channel campaign. March Madness is a Lesson in Cross-Channel Availability. Simply put: March Madness is fun and multi-channel.

SXSW CMO Panel Recap: Mashable, Equinox, Bloomberg LP, and Marketo Weigh in on the Current State of Marketing

Modern B2B Marketing

Author: Mike Moeller Earlier this week, Marketo was lucky enough to host a panel at SXSW in Austin, TX, with of some of the brightest minds in marketing.

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?

[Ebook] Why Omni-Channel Marketing Is the Key to Winning Consumers

Modern B2B Marketing

Author: Kristen Kaighn Back in the day, omni-channel marketing was really easy. It was a simpler time when people didn’t have “nomophobia” ( google it ), and the number of channels marketers had to interact with consumers on was limited.

5 Ways to Make Your Social Media Marketing Rock

Modern B2B Marketing

Navigating the social media landscape can sometimes feel like a rock concert as well, with 1.71 So how do you become a social media rockstar to engage and delight your different target audiences? Here are five ways to make your social media marketing rock: .

6 B2B Marketing Infographics: Social Media, Inbound Marketing & Mobile

KoMarketing Associates

Social media, inbound marketing, mobile marketing, and globalization all are becoming more prevalent in the B2B marketing mix. How B2B Marketers Are Scoring Big with Social Media. Marketing in Social Media: What Works for European Marketers.

How to Build a Social Media Dream Team

Modern B2B Marketing

Author: Ellen Gomes Social media is one of the most powerful ways to reach and engage with your buyers today. Because it’s almost universally used—by consumers and brands—it’s one of the most effective (and perhaps cost-effective) channels to connect with your audience.

Social Media and SEO: When and How They Work Together

Modern B2B Marketing

Author: Nate Dame The connection between social media marketing and SEO can be confusing. Do social media signals impact search rankings? Should the social media team have a stake in SEO? Social Media Can Drive Page Views and Engagement. Social Media b2b Consumer

Introducing the Definitive Guide to Social Media Marketing

Modern B2B Marketing

Author: Elaine Ip As a marketer, are you using social media to reach the 67.4% Social media is now status quo in a business’ digital presence. Users expect to see their favorite brands on social media and are having conversations about your brand—whether or not you’re a part of them.

The Benefits of Embracing Real-Time Marketing on Social Channels and Beyond

Modern B2B Marketing

Within mere minutes of the power going out, Oreo had posted a photo of an illuminated Oreo cookie (seen below) that took the social media world by storm. They also drove their engagement rate through the roof with avid tweeters and listeners across Twitter and the social media world.

How to Integrate Social Media and Blogging from The Art of Social Media

Modern B2B Marketing

A few years ago, blogging and social media were separate. Social media was short-form, personal, and spontaneous. Some people predicted that social media would replace blogging because of declining attention spans. Social Media b2b Consumer

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. Meanwhile, social media encourages them to share and compare, while mobile devices add a wherever/whenever dimension to every aspect of the experience. The social media revolution.

How Brands Can Create Lasting Relationships on Social Media

Modern B2B Marketing

Author: Lisa Marcyes When I think about what makes social media so unique, I always come back to one thing: relationships. Through social media and analytics, marketers can understand their audience base in ways we never could before. Social media is the megaphone for content.

B2B Search Engine Marketing & Marketing Automation: An Interview with Marketo’s Jon Miller

KoMarketing Associates

Marketo is considered a leader in the lead management / marketing automation industry. How can search engine marketers leverage the functionality of Marketo specifically? Marketo is a powerful addition to any search engine marketing campaign. Social media.

Guide Your Buyers Through the Customer Journey with Social Media

Modern B2B Marketing

Marketers are seeing a tremendous shift in how buyers are researching and buying, particularly on social media platforms. Whether you’re ready for it or not, social media is becoming the Wikipedia for your buyers, where they can find information about your brand from their peers.

The Fundamentals of Increasing Web Traffic from Social Media

Modern B2B Marketing

Author: Daniel Kushner Social media marketing, for B2B companies, often means one thing: generating new leads. Make your web properties social media-ready. But first, your web presence must be social media-ready. Increasing social traffic = proof of social media promise.

3 Key Takeaways from Social Media Marketing World

Modern B2B Marketing

Author: Lisa Marcyes Last week, I was in sunny San Diego for Social Media Marketing World, where I had the opportunity to attend several amazing breakout sessions, hear from industry thought leaders, and meet incredible visionaries from the social media field. Social Media b2b Consume

How to Run an Effective Employee Advocacy Program on Social Media

Modern B2B Marketing

With over 2 billion active social media users , it only makes sense to encourage employees to chime in and share your brand updates with their social networks to increase visibility, share of voice, and exposure. At Marketo, we use a tool that measures total employee engagement (e.g.