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Adobe-Marketo Summit 2019 Session Guide

February 25, 2019 By Josh Hill

Session Guide for Adobe-Marketo Summit 2019

In this year’s big Marketo surprise, they announced they were merging Marketo Summit with the Adobe Summit on March 25-28.

Every Marketo User suddenly scrambled for budget and time in a couple of days and now we’re all back on track and building out great sessions.

Since this is my first Adobe Summit, I plan to go to a few of the advertising and experience sessions to learn more about Adobe’s martech capabilities outside of Marketo.

I am speaking once again, this time with Kelly Jo Horton of Docker on “Building a MarTech Stack to Make Your Marketing Sing” The session is about looking at your stack as a whole while managing vendor relationships for your benefit. If you have found yourself with too many tools with low ROI, this session is for you.

Marketo’s ability to integrate broadly with other solutions provides you a powerful platform, but to be successful, you need to know how to properly leverage each tool across a complex workflow. With over 7,000 MarTech solutions to choose from, making the right choices to ensure that you continue to up your marketing game is tough. The three main topics we’ll cover include:

  • Map out your data and business workflows to uncover the systems and hidden rules driving your funnel and decide which tools you need (or don’t).
  • Manage MarTech integrations, deprecations, and expansion projects with your Marketo platform.
  • Think about RFPs and handle MarTech salespeople to know the right details about their system and understand how it works with Marketo

Adobe Sessions Marketo Users Should Attend

I’ve found many in MOPs are focused on Demand Generation, which often means “Not SEO or SEM” at many companies. Since Adobe has invested heavily in Ads to Website management, this is your big chance to find out what your colleagues are actually up to when they talk about Adobe Experience Manager and Adobe Audience Manager.

Why bother you ask?

Because if you want a full martech stack, you do need to understand more about “Upstream” methods and products. When I say “upstream,” I am talking about the tools that help drive traffic to your main website or tools that drive direct leads into Marketo. Downstream tools are your CRM (Salesforce) and your Product, Billing, etc.

Here are the Sessions I am planning to go see:

Optimizing Your Team for Cross Channel Marketing

Run by Bruce Swann (Adobe) and Saul Lopes (Dixons Carphone), talk about the team structure for cross-channel Marketing. I’ve actually thought about this a lot because I believe workflow is just as important as the story you are telling the world.

Delivering on the Experience Promise: a DMP Roadmap

In this session, Adobe and Princess Cruises discuss using the DMP (Data Management Platform) to unify data for a unified experience.

Delivering on the Real Time Promise

This is where Adobe and Equinox discuss using Audience Manager to build real time personalization and experience.

DMPs of the New Age

Adobe and the Discovery Channel team up to discuss multi device and channel experiences in a challenging data restriction environment. While most of us aren’t in TV or media, this could be an idea sparking session.

Marketo Sessions to Consider

5 Mistakes we Made with Digital Advertising and How to Avoid Them

With my good friends Jeff Canada of Segment and Jessica Cross of RollWorks, they will share their stories with AdTech and Martech. Those predictions of AdTech disappearing have not come true-yet. This is a great way to learn how to connect Marketo with Advertising, something I rarely see discussed more.

Reinventing Lead Scoring: Using Data Science to Market Better

This session is by Edward Unthank, founder of Etumos, the owner of this site. I am going to his session because Ed has often shown me paths I’ve not thought of and can expand upon in the future. As you know, Lead Scoring is a key topic and I’m curious what he has to say.

Building an Attribution Engine with Bizible and Marketo

This is a critical topic for every Marketo user and purchaser — how do you get to full funnel visibility? In this session, advanced users can learn more about the steps involved in using Marketo’s Bizible product.

Renovate or Rebuild? Marketo’s Own Journey to a New Instance

Paul Wilson of Marketo talks about how they rebuilt their Marketo after 10 years of use! This is a surprisingly common thread on the Nation and there are times to do this and times to not. I’m personally curious what Paul did here and what Marketo did differently than the advice given out on the Forums.

Hyper-Personalization: Engage Buyers with a Next-Level Nurture Program

Chris Vandermarel of PathFactory and Amanda Thomas of Etumos present on how to take your nurture targeting to the next level, and provide advice on how to master acceleration and skip logic. Engagement program tips and tricks make their way to Marketo’s agenda each year, and I am curious how other users are manipulating nurture architecting.

Scaling the Mountain: Marketing Operations in Global Enterprises

In this session, which appears to be more of a panel, Nokia, Palo Alto Networks, and Citrix discuss their instances, scaling campaigns, and teams to run MASSIVE organizations. I think about this one a lot and am curious how these three firms work.

Which sessions are you planning to attend?

Filed Under: Conference Reviews, Marketing Automation Tagged With: adobe, adobe summit, marketo, marketo summit, martech

Martech Conference Season – April 2018

April 2, 2018 By Josh Hill

Hero Cycle Credit: Chris Vogler/Wikipedia

While B2B marketers are already deep into events season, the two biggest martech events of Spring 2018 are back to back in the San Francisco Bay Area: Marketo Nation Summit 2018 and Martech West 2018 (SJC). I will be attending both this time and wanted to share the sessions I believe will be the most useful for marketing operations.

Martech West (San Jose)

Starting on April 23, the conference is three full days. I haven’t been to this one in two years and decided to go because the content was more relevant to the B2B world this time. Headed by Chiefmartec himself, Scott Brinker, Martech is always insightful. I’ve found that past sessions tended to be too futuristic and too B2C to be put to practical use. This year seems quite different.

Tuesday, April 24 Sessions:

  • The Right Way to Buy Marketing Technology
  • Converting How VMWare measures marketing’s B2B impact.
  • Next Gen of Martech: Strategic Planning in Age of AI
  • Visualizing Your Martech Stack
  • Product Led vs. Sales Led Marketing
  • Cracking the Code of Conversational Marketing
  • Real World B2B Personalization Examples
  • How RedHat Marketing Decides Next Best Action

Wednesday, April 25 Sessions:

  • Navigating the CDP Landscape with David Raab.
  • Organization-wide Attribution Model
  • GTM Stack
  • How to Rapidly Enable Marketers to Leverage Self Service Platform

And I’m sure we’re all waiting for Scott Brinker’s latest Martech Vendor chart!

Marketo’s Marketing Nation Summit (SF)

This year will be the seventh time I have attended and the third year I am speaking. Based on the current session list, this looks like a reinvigorated event with exciting keynotes and a higher proportion of How To Sessions from Marketo Champions. If you are going to be there, I am looking forward to meeting you. My good friend Jeff Coveney of RevEngine Marketing has a tremendous post on parties and contests.

Sunday, April 29: University Day

This day is reserved for the opening, University Training, and the Marketo Certification Exam. You can take the Marketo Exam throughout the event as long as you’ve pre-scheduled it.

April 30 to May 2:

Marketo hasn’t posted the Sessions schedule yet, however, the main list of sessions and keynotes are live. Here’s what I’m curious about:

  • Google Cloud and Diane Greene – will something new be unveiled?
  • ABM Wins from Invoca’s Ari Echt.
  • AWSome Sauce: 10 Marketo Lessons from Joe Reitz. Curious what he’s cooked up.
  • The Real KPIs of B2B Marketing from Forrester.
  • Data Brokerage Service with Custom Objects
  • Uber’s CRM Global Org with Wyatt Bales
  • Engagement Platform Roadmap – what’s new for Marketo?
  • Transforming MOPS into CX Ops
  • Microsoft Using AI for Marketing with Charles Eichenbaum
  • How to Operationalize ABM – curious what Planview did.
  • Inbox Providers Don’t Hate You
  • Under the Hood II with Scott Nash – learn more secrets to optimize Marketo performance
  • Want a Lasting Career in Marketing? with Joe Chernov.
  • Building Multi Product Global Enterprise with Marketo.

And now the plug for my session!

Master Engagement Marketing with Marketo Engagement Programs

In 2016, I shared with attendees my approach to Nurturing effectively. After more than two years of heavy use of Engagement Programs and other unusual asks from marketers, I have a new set of tools to help you operationalize the Customer Journey within Marketo. Insights will include:

  • How to Run a Journey Session and why you should always conduct one before touching Marketo.
  • Using Engagements to scale up Prospecting Emails, ABM, and Nurturing.
  • Reduce time involved in managing programs and focus on content creation.
  • Learn how to use Engagements vs. Programs – AND combine them.
  • Weird things I discovered.

My session is on April 30 at 2:30pm. Last time this session was SOLD OUT so be sure to line up early and register via the Marketo Summit App.

This session is targeted at more advanced Marketo users and you should be familiar with the basic Engagement program concepts.mkto-nation-2018-banner

Looking forward to seeing you soon!

[Updated: April 14, 2018 with additional details.]

Filed Under: Conference Reviews

Marketo Summit 2017 – Sessions and Scheduling

April 5, 2017 By Josh Hill

It’s that time of year! The Marketo Nation Summit 2017 is nearing and almost everyone is set to go and have a great time.

Although I’m not speaking this year, I do plan to attend sessions and learn. I urge you to do the same because that’s the only way to move forward. Of course, attending all of the sessions isn’t possible. Rather, choose Sessions wisely for maximum impact to your projects in the next two quarters.

Here are my recommendations if you’re going to Summit.

New to Marketo or Marketing Automation

Data Integrity with Annuitas, April 25, 8:30am

Marketers who do not understand data integrity, quality, and management are more likely to fail. Know this.

At this time, I don’t see other good entry level sessions. I do see quite a few “Influencer” topics and Meetups. Definitely consider these depending on your needs. If your organization is just in the Stage 0 Transformation Stage, the Influencer topics are the best choice. If your firm is in the Stage 1 or Stage 2 phase of Martech Maturity, then you may want to go to the Marketo @ Marketo topics to hear more about what’s possible.

And, there’s always University Day (April 23) for brand new users and Marketo Customers.

Experienced and Time to Uplevel

Firefighter or Director of Marketing with Bo Bandy, April 24 at 1:15pm.

Managing your career in demand gen or marketing operations is key to your success. I’m not sure I agree with Ms. Bandy that a Director is a firefighter. Frankly, there should be zero fires if a team is managed well. Think the point is about teams.

Aligning the Stars – Global and Regional Marketo Management, April 24 at 2:15pm [Considering]

A new case study on managing a Global instance. Will be curious how Trend Micro does it. You could also consider Tim Lamb’s Globe Trotting with Marketo right afterwards.

What they Didn’t Teach You at ABM School, with Joe Chernov, April 24th at 3:30pm. [Going]

I’m going mostly because Joe Chernov (formerly of HubSpot) likely has an insight or two.

2017 Marketo Compensation Survey, April 25 at 8:30am with Jason Seeba and Inga Romanoff [Going]

My good friends Jason and Inga will share the latest salary stats you can use in your next negotiation.

Optimize Database Health, with Jeff Shearer, April 25, at 4:45p

Learn more about using Marketo effectively as a tool for database health and using data to improve operations.

Creating a Database that Loves You, Marketo, on April 26, at 9:30a

Looks like a good topic for permission marketing and those interested in subscription management.

Advanced Topics to Grow

Cybercrime with RSA’s CMO, Holly Rollo.

Since I grew up with IT, security is always on my mind. But as marketers doing marketing on Marketo, you may not be fully aware that some of what you do affects security of your products, customers, and more. Be safe. This is for marketing systems people, but good for everyone.

Using the API to Drive Nurture from Product Behavior with Alex Greger, April 24 at 2:15p

Useful if you aren’t familiar with the power the API provides and have a cool SaaS product.

Account Based Funnel with Craig Rosenberg of TOPO fame, April 25, at 8:30am. [Considering]

If you are struggling to understand how SDR and BDRs are working, this is for you.

What’s your story, How Powerful Narratives Drive Great Companies with Deb Lavoy – April 24 at 11:30a [Going]

Last year, I spoke extensively about Storytelling and Nurturing. Let’s see what more we can learn.

Marketo’s Journey to ABM, with Renaud Bizet, April 25 at 9:30am. [Considering]

I’ve seen some of this at Marketo’s offices before. What you’ll learn is mostly the results. Worth it if you aren’t sure how ABM will work at a higher level.

Your Marketing Automation Strategy Isn’t Where it Needs to be, with Jay Famico, April 25 at 9:30am [Considering]

At some point, marketing ops has to manage the stack and the overall martech strategy instead of buying tools.

Ultimate Enterprise Martech Stack with CA Technologies, April 25, 2:30p [Considering]

If you are new to managing a larger stack, there could be insights here.

Custom Objects with Amazon Web Services, April 25, 3:30pm [Considering]

Advanced users know that there are some very powerful features available in Marketo that can solve certain problems.

Manage Martech for Peak Performance, with Scott Brinker, April 25 at 4:45pm. [Going]

How does one make the Martech Stack agile and govern across teams? What are the frameworks?

 

I’m looking forward to this year’s event and meeting more of you in person. Stop by a meetup or just shout out @jdavidhill. See you soon!

Filed Under: Conference Reviews

Most Helpful Marketo Summit Presentations – 2016

June 21, 2016 By Josh Hill

Each year, I make it a mission to be at the Marketo Summit. If I have to choose one major conference, it is this one. Aside from the tremendous networking in the Martech world, I learn one or two techniques that solve my big problems at work. Here are the session presentations I recommend this year. (Note – you may need your Summit registration or have to fill out a form to see the videos).

Marketo Pro Tips Part 3

Each year, Adam New-Waterson and Jeff Shearer provide new tips and tricks to make Marketo work more effectively for you. I’ve used these tips in my instances and I even implemented the Fallback Page Alert immediately after this session. If you are in charge of a Marketo instance, these slides are for you.

Epic Content Marketing

Joe Pulizzi is one of the founders of the modern content marketing movement. If you are new to content marketing or looking for new ideas, this is the best presentation to view before embarking on a nurturing program.

Nurturing and Engagement Programs

I recommend my session because a lot of people ask about running Engagements and these slides answer these questions. Nurturing properly: Permission, Content, and the Journey Framework. You should pair this with Ed Unthank’s Nurture Targeting Strategy.

ABM Secrets Unveiled (without the Fancy Tools)

This session covers the strategy behind ABM along with the steps to take within Marketo to do ABM today, without any additional tools. Charlie Liang and I split this into three parts: Planning/Strategy, Operations, and Campaign Deployment. I’m a big fan of the new tools on the market, but test out ABM before you make a purchase – you can do it right now in your system with:

  • Targeting and Smart Lists as a foundation.
  • The ABM Nurture Waterfall
  • Email and Page Tokens and Segmentations
  • Basic Data Appending
  • Marketo Analytics Reports
  • PCT Selection Framework – Pain, Compatibility, and Timeframe

RTP and ABM

Perkuto’s Kristen Malkovich delves into the use of RTP and ABM to make your website more appealing to your target audiences. Not a lot of people have deep experience with RTP, but Kristen does.

Marketo’s ABM Approach

Sr. Director of Lead Generation, Charm Bianchini discusses how Marketo runs their ABM programs. It’s a solid approach that you can pair with Kristen’s RTP and Charlie’s Pain-Compatibility-Timeframe model for selecting accounts.

Successful Marketing Operations

Diederik Martens’s slides walk you through the evolution of the use of Marketing Automation at a major firm. Many of us have gone through this process and if you are struggling with buy-in and deployment, see what others have done before. Showing quick wins, process improvements, and handling people are the biggest parts of success in Marketing Ops.

Marketo and Predictive Analytics

Steve Susina’s presentation brings you into the world of deploying tools like Everstring. Moving from the “best guess” scoring system to a “scientific” system is a big step for an organization. Remember to avoid the self-fulfilling prophecy of matching previous wins to most likely to win – you may miss out on other opportunities.

Hacking Marketing: Marketing as Software

Scott Brinker’s new book was released at Martech SF in March. I read it, and found it helpful for deploying more agile techniques to marketing. While there are blog posts and slides floating around on the topic, Brinker puts it all together in a clear way. His presentation is a great introduction to the concepts and his book. If you already have the book, you may find the slides helpful to sell the concept in your organization.

There are always great sessions at Marketo and it’s not possible to see all of them in person, so the videos are a top resource. Depending on where you are in your career or projects, you may find other sessions more, or less, helpful. The list above are the ones I found most helpful in the practical, day-to-day of marketing technology.

 

Filed Under: Conference Reviews

Marketo Summit 2015 – Here we come!

March 25, 2015 By Josh Hill

Will you be at this year’s Marketo Summit in San Francisco?

I will. Stop by and say hello!

Which Sessions Should You Attend?

This year I plan to visit the Champion track where several of my friends and top Marketo experts will share their operational experience to solve thorny problems. I highly recommend this if you are more on the Marketing Ops side or you need to solve those key questions and need some guidance.

If you are more on the executive or strategic side, or just starting to align teams, try the Executives and Strategy track.

The University on April 13: I recommend this for all new users and new customers. If you are experienced, then it is likely not worth the time or cash that you could spend on Sessions or consultants.

Also, if you are up for Certification, the Summit is a great time to take the exam because all of this is at the top of mind and people are charged up to talk Marketo. I’ll be there, will you?

The Tale of Two Lifecycles: Simplify Your Funnel Analysis

My session with Revenue Engine Marketing’s Jeff Coveney is custom made for those interested in building a trackable Sales Funnel. We cover two key methods: Revenue Cycle Model (RCM) and non RCM, but they work together to deliver the conversion numbers you need for your Board meetings. It’s going to be at 2pm on April 15 so come by if you are building an RCM. [Updated with new time! Mar 29].

Networking and Accelerating Your Career at the Summit

Remember the Summit is just as much about learning as it is about networking. Speak to the people seated next to you because you never know whom you will work with next! For me, the Summits have been a game changer for my career. If you are trying to break into demand generation with Marketo skills, or learn more about Marketo to get that job, this is one of your big chances to meet everyone who cares about marketing automation.

Feel free to reach out if you’d like to chat: hello [at] marketingrockstarguides.com.

See you there!

Filed Under: Conference Reviews

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2019 Adobe / Marketo Summit Sessions

Adobe Marketo Summit 2019

Special Content

Learn Lead Lifecycles
Speaking the Same Language for Marketo Architecture & Best Practices
Expert Guide to Program Templates

Categories

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  • Demand Generation (16)
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  • Marketo User Guide (87)

Topics for Marketing Technologists

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  • Demand Generation (16)
  • Market Strategy (2)
  • Marketing Automation (48)
  • Marketing Careers (4)
  • Marketing Operations (9)
  • Marketing Technology (21)
  • Marketo User Guide (87)

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