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. good content, and solid creative.

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. Blog Content Demand Generation Strategy Marketo Marketo Summit people process technology

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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.

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. The hottest new form of graphical social media content is memes.

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.

Marketo's Engagement Engine Simplifies Complex Marketing Automation Campaigns

Customer Experience Matrix

But the good folks at Marketo have taken a step in that direction with their latest enhancement, which they call an “engagement program”. Instead, it is organized in terms of “streams” that contain pools of content. This is something Marketo might want to reconsider.

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.

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.

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. If you score clicks as “responses,” you risk over-inflating the value of leads who may only have passing interest in your content.

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.

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

bizible

Thousands of attendees are eagerly anticipating a trip to Vegas for Marketo Summit 2016. What this Year’s Marketo Summit Means For Marketing Technology. Bizible would love for Marketo Summit attendees to experience a new reality when it comes to their marketing data insights.

Introducing Marketo’s Email Lookbook for Spring/Summer 2014

Modern B2B Marketing

Today’s marketers should use demographic and behavioral data to create dynamic email content that speaks directly to each subscriber individually. Timely Content. There is nothing more pertinent than creating content around current events, news, and holidays.

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 content did they view or download? Marketo) and the CRM (e.g.

A Content Marketing Gem from Marketo

Paul Gillin

Marketo calls the Big Marketing Activity Coloring Book “30 pages of pure, unadulterated marketing activity fun!” The theme of fun runs throughout this e-book, and the content maps perfectly to Marketo’s message that marketing is fun again.

Personalized content for more effective content marketing

Biznology

Content marketing is, of course, a great way to attract and engage an audience, but if you’re putting out one set of content for all comers, you’re wasting an opportunity to engage more deeply. Personalizing content will yield much greater results. Persona-Specific Content.

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

Modern B2B Marketing

Introducing Marketo Institute. Marketo Institute was started in 2014 by Marketo Co-founder Jon Miller. This chart represents average click rate (top half) and average click-to-open rate (bottom half) across all Marketo customer email activities in 2013-2014.

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. This image shows win rate across all channels (all Marketo customers). This image shows velocity across all channels (all Marketo customers).

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. Full disclosure: Spear Marketing Group is a Marketo agency partner.

Buying Parity: Thoughts on Marketo’s Acquisition of Crowd Factory

Modern Marketing

For marketers whose social strategy centers on incentivized sharing – like sweepstakes and contests – the eventual Crowd Factory / Marketo offering could make sense. Companies that prefer a more organic model (create great content, facilitate sharing) may prefer Eloqua Social Suite. Buying Parity: Thoughts on Marketo’s Acquisition of Crowd Factory is from Eloqua’s It’s All About Revenue, a Blog Covering Business To Business Marketing.

Top 10 Marketing Automation Mistakes

The Point

For example, Marketo users might see links that reference something that looks like: mkto-af53353.com.)

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. Use creative CTAs, hooks, and content to keep your campaign fresh.

Marketo Data Tells Us: What Is the Top Conversion Rate by Channel?

Modern B2B Marketing

It’s me, Johnny, with your next blog from the Marketo Institute! The chart below represents average conversion rate (from lead to opportunity) by acquisition channel across all Marketo customers. Inbound: Content is king. How does it stack up against the Marketo average?

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

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. Compared to the average send size which is 8,900 per email campaign across all Marketo customers, this is absolutely massive.

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Accelerating the Pace of Inbound Leads: An Interview with Paul Albright of Captora

The Point

Paul Albright boasts a 30-year track record of success in Silicon Valley, including executive roles at companies such as Marketo, SuccessFactors, NetApp, and Informatica. Content marketing is here to stay – how do you leverage your past content investments to ignite faster growth?

“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. They approached LinkedIn and Marketo to solve that problem for them. Together, Marketo and LinkedIn have made doing this a lot easier.

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

Crimson Marketing

As B2B companies embrace the omni-channel buyer, marketing analytics tools will move toward auto-engaging people with the right content at the right time. Jon Miller is the VP Marketing and Co-Founder of Marketo.

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. This makes a lot of sense if you think of content relevance. Click rate is tied to your content and offering, which equals relevance.

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. The nurturing programs are based on product interest and buying stage with different content and offers for each product-stage combination.

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.

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?

CRM 13

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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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.”.

Marketo + SnapApp = Integrations As Easy As Pie

SnapApp

As Thanksgiving approaches, I’m pretty thankful for SnapApp’s integration with Marketo. Maybe, but considering how much I’m in Marketo, and how much I think about ways my campaigns can engage prospects – it’s really not that weird. SnapApp’s REST API can read Marketo cookies!

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2 Ways to Get More From Marketo With Interactive Content

SnapApp

Using Marketo for marketing automation? With a software as powerful as Marketo, it seems like we’re always discovering an exciting new feature or hidden gem that makes it an even more valuable tool. Feed your system with better content – then use the data to get results.

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.

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.

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? Promote Your Content Among Key Influencers. Content.

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Two Cities, One Marketer: Recapping Marketo and Oracle MME in 14 Quick Observations

SnapApp

You might remember it as the week that both Marketo and Oracle/Eloqua hosted their massive marketing conferences, one in San Francisco and one in Las Vegas. . This year, people came up to our booths and asked how we could help them deliver their content in new, engaging ways.

SnapApp Named Marketo Revvie Awards “LaunchPoint Innovator” Finalist

SnapApp

The team here at SnapApp is thrilled to announce we’ve been named a finalist for the Marketo Revvies Awards in the LaunchPoint Innovator category. Our partnership with Marketo has been a huge part of that mission. Of our customer base, 22% are Marketo users. Content loading