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Marketo Summit 2017 Recap

After a year in Las Vegas, the Marketo Summit returned to San Francisco in 2017.

100+ marketing sessions, 6,500+ marketers, and a whole bunch of parties made this event one to remember. Here are some of my top takeaways.

Watch the official recap video below.

1) New Management Leading Marketo

Since Vista Equity partners took over, most of the management team has turned over. The revamped team is lead by industry veterans Steve Lucas (CEO) and Greg Wolfe (COO) who bring a ton of energy. I loved watching Lucas running around high fiving the audience during the Train concert and taking selfies with customers.

I know a lot of you would love to hear from Lucas directly so I put in a video interview request. He literally got back to me within about 4 minutes but he was booked during the filming window. We’ll hopefully get him on for next year’s Summit.

Marketo’s new mission is bold: Grow 3X over the next several years. Let’s see how that plays out as the market expands.

2) A Shift in Focus: Engagement Economy

Marketo’s vision for the future is bigger than the historical thought of “marketing automation.” Personally, I find that term very limiting as it implies that there is some technical “easy button” that makes marketing easier. The term also sounds very technical when working with the executive team (I’ve experienced this directly).

Marketo has shifted this vision to something bigger that it is calling the “Engagement Economy” that shows the business value of what solutions like Marketo can bring. I think that if anyone from Marketo mentioned the “marketing automation” term at the Summit, they would get banished to Siberia.

What is the Engagement Economy? It’s what CMOs and CEOs care about–driving brand and customer experience, and impacting revenues.  It’s about creating customer relationships with more relevant messaging in a measurable and repeatable way. Companies can accomplish this through the use of the Marketo platform and open ecosystem of partners.

In this new world, customers don’t buy products, they buy experiences. Chandar Pattabhiram, CMO, Marketo  MarTech Today

Only time will tell if the term Engagement Economy catches on. If you have any better terms, feel free to note that below.

3) Speakers were Awesome

This year, James Corden and Queen Latifah spoke about building relationships with their audiences. I specifically liked how Corden talked about building his show so it could be consumed by anyone at any time to reflect the digital world we now live in. Yes, the show airs late but he pays more attention to the internet ratings than the TV ratings.

 

4) The Marketo Summit Parties Rocked

To blow off a little steam, there was plenty of post session activity. This year, there were 5+ parties marketers could attend on night one. The second night was all about Marketo’s featured party with Train.

Featured Event with Train

Marketo went a different avenue this year and brought in a band to rock out the nation. Train was solid playing all the hits and performing some great covers including Dream On by Aerosmith and Heartbreaker by Led Zeppelin. The venue wasn’t exactly memorable (Back to the Convention Center) but the audience enjoyed the show.

The Hottest Party–The Tiki Experience

RevEngine Marketing kicked off festivities by co-hosting the hottest party at the Marketo Summit at the Pagan Idol along with Knak, Path to Scale and LeanData. With the popularity of last year’s ice party, this year’s party was at capacity within about 20 minutes. Thanks to everyone who attended and we’ll try to get a bigger place for next year.

See the Official Party Recap and Pics

AdRoll Party at Spin

Engagio Party

Marketo Customer Appreciation – Purple Select

5) Hot Technology and Marketo Trends

Here are a few trends I saw that you might want to keep an eye on for the next year.

  • Marketo Makeover – Look for an updated interface for improved usability from Marketo over the next year.
  • Analytics and Insights – If there is a big gripe among companies in the Marketo space, it’s how to gain better insights from the platform. Marketo is planning to address this head on with numerous reporting and dashboard capabilities geared towards both the executive and every day user.
  • Account-based Marketing – Marketo is continuing to invest in the ABM space as this market continues to evolve.

Ready to commit to Marketo Summit 2018?

The Marketo Summit returns to San Francisco April 29 – May 2, 2018.

Over the next few months, look for video interviews with industry leaders and marketing practitioners like Ryan Vong and Elliot Lowe. Make sure to sign up for blog updates to get insights on the latest marketing trends.

If I missed anything, please make sure to comment below. See you next year.

 

DYN

Josh Verrill

Services: Strategy, Assessment, Ongoing Services

“RevEngine Marketing has helped Dyn reach amazing results. Within 60 days, REM helped Dyn establish repeatable best practices to improve marketing efficiencies over 50%. That enabled our business owners to focus on the business, not on our system.
With REM as our long term partner, we’ve seen marketing’s contribution revenue double over the past year. REM has helped us achieve success with everything from managing the lead lifecycle to gaining visibility into marketing effectiveness.”

451research

Coming soon…

Clavis Insights

Helped find the gaps in Solix marketing process to put on path for 5X improvement.

Centage

Created efficiencies reducing webinar setup time and other programs by 50%+.

Reduced reporting time on key video watching program by 10x. Insights now take minutes as opposed to hours.

Clavis Insights

Established best practice program and landing page strategy to streamline ongoing marketing as much as 50%.

Provided vision into marketing influence by creating multi touch attribution model to measure the impact of various touch points.

DYN

1. Created marketing efficiencies reducing day-to-day workload for select campaigns by 30%+.

2. Identified approx $1 million+ in bad/old data to cutting Marketo license costs, improving personalization and boosting marketing results.

3.Streamlined Marketo performance 30%+ with in-depth performance audit to disable old campaigns, eliminate unnecessary fields and optimize CRM sync.

4. Improved nurture journey reducing staffing 1/4 resource (or $25K) the time of sending manually.

Bullhorn

Created efficiencies reducing webinar setup time and other programs by 50%+.

Reduced reporting time on key video watching program by 10x. Insights now take minutes as opposed to hours.

DataGravity

Coming soon…

Fusion

Boost engagement by 167% including a 12X single day improvement leveraging a Triple Touch Methodology.

IngramMicro

Coming soon…

Kewill

Coming soon…

USAA

Develop a Second Chance nurture strategy to boost engagement 2X for previously unconsumed content.

Yearup

Coming soon…