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 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. Specifically, it hasn’t let users set up custom objects (although they’ve been able to import custom objects from Salesforce.com or Microsoft Dynamics CRM ). I suspect that underestimates the technical savvy of Marketo users, but no matter.

Trending Sources

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. It’s All About The Customer – And Marketing Must Respond. In the opening keynote by Phil Fernandez and throughout the conference, Marketo made mention of their study with The Economist where marketers ranked their top three priorities, which were.

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.)

An Infographic Guide To Marketo Summit 2017

bizible

Marketo Summit is upon us and for attendees that means creating a plan to make the most out of the April marketing conference. To help you with this we created an infographic guide to Marketo Summit. See you at Marketo Summit!

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.

ANNUITAS Named Finalist for Marketo Revvie Award

ANNUITAS

ANNUITAS Named Finalist for Marketo Revvie Award. 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

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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

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”.

How Marketo Unleashed Their Demand Gen Potential

Leadspace

As one of the world’s leading marketing software companies, Marketo’s sales and marketing teams are among the best in the business. Marketo’s challenges in this regard will sound familiar to any rapidly-growing, large Mid-Market or Enterprise company.

Marketo Goes to College

Modern B2B Marketing

Today, Marketo announced that they’re standing up for the next generation of marketers. Partnering with Cal Poly’s Orfalea College of Business , Marketo will be helping to prepare undergrads for this new world of marketing. Author: Jesse Finn Good marketers are hard to find.

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.

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.

Orion is 17.5 light years away, and so is Marketo’s Big Data Project

Act-On

If you are a practitioner or follower of Marketing Automation, you’ve probably read a few recent articles about Marketo’s challenges with rolling out “Orion” to their install base. It’s a clear reminder that big shifts in architecture are hard and uncertain, and it’s often the customers who are caught in the transition. Act-On was built from day one on a native, Big Data (NoSQL) architecture, which puts us and our customers at an advantage.

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. Author: Phil Fernandez It is so nice to be wanted.

Infer Scores Now Available in Marketo Sales Insights

Infer

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. Customers like Druva are already using the integration to help them predict their highest potential prospects. .

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? So are real life Microsoft Dynamics CRM and marketing automation customers becoming gold medalists?

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Doing More Together: Facebook and Marketo Drive Marketing Success

Modern B2B Marketing

It was a great opportunity to learn about Facebook’s product roadmap from their leaders, and how they see partners as an integral part of helping their customers drive success and business growth. A Marketo Case Study.

Marketo Summit 2013 #MUS13 Insiders Guide

Reachforce

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. If you have a year of experience in Marketo, study up, and take the exam.

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. 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.

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! What makes this year all the more exciting for us at Leadspace, though, is news this week that two of our leading enterprise customers have won awards for their marketing efforts. Events season is well and truly underway for B2B marketers.

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.

Introducing Marketo’s Email Lookbook for Spring/Summer 2014

Modern B2B Marketing

If your customers are thinking about it, they are more likely to click (and buy!). Introducing Marketo’s Email Lookbook for Spring/Summer 2014 was posted at Marketo Marketing Blog - Best Practices and Thought Leadership. | [link].

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

Modern Marketing

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. I 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. Marketo recently launched a low-cost product that competes directly against HubSpot.

Profile Management Product Updates: Account-Based Marketo Behavior Profiles, “Contains” Operator, and More

Infer

Since releasing Infer Profile Management to general availability in March, we’ve been hard at work collecting and implementing our customers’ post-launch feedback into the latest release of the platform. Account-Based Marketo Activity Profiles.

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 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).

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.

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

Modern B2B Marketing

But, now in this pervasive mobile, social, digital world, we’re graduating to this new era – an era where that click, that interaction, is just the beginning of a lifelong relationship and journey with a customer. Author: Sanjay Dholakia “What a long, strange trip it has been…”.

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. The resulting audiences give marketers a structured way to manage customer treatments.

Marketo Files for IPO: Will High Growth Outweigh High Losses?

Customer Experience Matrix

Marketo made good today on its promise to file for an initial public offering (IPO). The S-1 registration statement gives considerable new information about Marketo’s business. So its losses aren’t simply due to high investment in new customers.

Customer Communities: The Engagement Economy’s Best Kept Secret

Modern B2B Marketing

In a time when our customers hold the power, when they don’t want to be marketed to, and when they want to be engaged with in a personal and authentic way , if you have a customer community, you already have an incredibly powerful tool at your fingertips with which to engage customers.

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.

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. 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!

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

Modern B2B Marketing

I know I sound like a broken record, but despite its proven success at Marketo and beyond, there are still plenty of email marketers that don’t realize the potential of trigger emails. It makes sense if you think about how an energy utility company communicates with their customers.

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! Converting an interested customer into a buyer is what marketing is all about. The chart below represents average conversion rate (from lead to opportunity) by acquisition channel across all Marketo customers.

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.

“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. These are revolutionary solutions that will truly put marketers in the driver’s seat to own the customer relationship.