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).
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.