Marketo Summit 2016

Marketo Summit 2016 Recap

Written by in Lead Generation on May 31, 2016

Knowledge is power – right? Well then, I’d like to share my power by giving you some insights into what I experienced and learned at the 2016 Marketo Summit – below is a summary of all the sessions I attended – there was a lot of good stuff!

We Couldn’t See Until We Opened the Blinds

Dan Williams
3-day Blinds

Dan began by giving a brief history as to why they adopted Marketo. Ironically, Dan and his team adopted Marketo was to reach LESS people. By that, he means that the very nature of Marketing Automation is to be able to use the data you capture to reach out to the right people, as opposed to blasting everyone at once.

He went on to explain how in order to get the most efficient use out of their Marketo instance, they needed to audit their entire technology stack to see which platforms might be serving redundant purposes, and which platforms actually integrate well with each other.

The State of Marketing Automation

Jay Famico

In this data-enriched session, Jay had 3 main talking points:

Adoption rate:

  • 11x more B2B companies using marketing automation (MA) since 2011!
  • It is just under 17% as of May 2014.

How our peers are using MA:

  • Utilize multiple channels, not just email
  • Average of 16 nurture programs per company
  • A best practice recommendation is to designate “power users” within your organization who can learn the platform and use it more efficiently

What you should be thinking about:

  • Embrace the Demand Waterfall
  • Conversion is important; so is Velocity. Understand how quickly your leads flow between stages so you can easily identify any anomolies
  • 14-27% of a sales rep’s time is spent on administrative duties – Marketing Automation can save up to 125 hours per year by automated nurturing and reducing redundant tasks
  • Marketing Automation requires humans

Product Session: Web Personalization – How To Get Started

Brian Glover & David Meyers

This session took an in-depth look at Marketo’s Real Time Personalization (RTP) product and how to use it to display dynamic content to your website visitors. Since the goal of most marketing programs is to drive a desired action on your website, once you identify a person’s attributes, intent, behavior, profile, and/or firmographics, RTP can be used to customize their experience and present them with relevant content, offers or visuals. Marketo’s RTP seemed like a great tool to be able to segment key accounts for ABM and show those users different content based on their industry.

The Customer Genome and the Future State of Personalization

Jeriad Zoghby

Jeriad took us on a deeper dive into the 4 R’s of personalization:

  • Recognize: Be able to detect what a user’s interests are based on their past behavior
  • Remember: Store that information so the website remembers when they next login
  • Recommend: Show the user other products based on what they’ve purchased before
  • Relevance: Keep the content relevant to their interests

He aligned the idea of personalization to that of a stylist at a barbershop; someone who knows you, your preferences, and provides a very personal experience. He also talked about separating the DNA from the Genome – instead of “People who did this also did that” (being a segmented experience rather than personalization). You should break down the attributes of the product and find other products with those same attributes that you might be interested in.

Customers: Your Not So Secret Sales Team

Christine Chariton
GTM Payroll Services

Christine shared with us one of the most often overlooked sales tools: referrals. She reminded us how referrals can contribute to the sales pipeline, have a faster sales cycle, greater lifetime value, and higher conversion rate. Customers make great referrals because they deliver much more trust than you would be able to deliver with a cold lead.

The best referral programs are structured, easy and known (i.e. make your customers aware that it exists!). Christine mentioned that their referral program included a smaller incentive for the referral ($5 gift card) and a larger one ($50) when the referral becomes a customer.

And the biggest secret to getting more referrals? Ask!

So It’s a Bit of a Fixer Upper: How to Fix Your Marketing Automation When You’ve Inherited a Mess

Samantha Safrin

After quite an impressive remake of the Fresh Prince of Bel Air theme song, Samantha gave us some great tips on how to identify problems in your Marketo instance. Some key things to look for:

  • Cloning with redundancy
  • Revenue Cycle Model not set up
  • Revenue Cycle Explorer not set up
  • No data cleanse
  • No Lead Scoring
  • No archiving
  • 9 exclusion lists
  • No responsive templates
  • No cost attribution to programs
  • No file organization in Design Studio
  • No checks and balances

All of these things not only lead to a poor experience of your users, but terrible reporting for your company. To fix these issues, start by figuring out what subscription of Marketo you are on, what features do you have but are not using, audit the list above and start documenting the process for the sanity of anyone who may fill your position down the road.

Marketo’s Silent Killers – Expert Advice to Prevent Deadly “Gotchas”

Vivi Richards
Digital Pi

In this doom and gloom session, Vivi shared with us some hidden threats that may be lurking in your Marketo instance. Some key monsters to look out for:

  • Duplicate records: provide inaccurate program credit and an inconsistent user experience
  • Curse of the merged lead score: when you do merge leads, their scores sum. Could provide false MQL’s
  • Acquisition identity theft: Using another program’s landing page attributes acquisition to the wrong program
  • The mysterious intruder: Making sure your data values are consistent (i.e. ‘State’ could be OR, Ore, Oregon, etc). Set up alerts for non-standard values to keep your data in check!
  • Success date from Hell: Changing success in a program is not retroactive. Create a Flow step to change both program success & success date
  • The revenge of MS Word: Copy/pasting from Word to email editor generates junk code. Paste into html editor or into notepad/text edit first
  • The secret sync: There are some flow steps that will cause records to go into as an implied sync such as “Add to SFDC Campaign” or “Create Task”. Be mindful that this may be pushing leads into your CRM when you don’t want to.
  • Attack of the (static list) clones: Cloning programs with static lists will bring the members into the new program’s static lists

Ronnie Duke About the author: Ronnie Duke

Ronnie has personally been involved in every aspect of website design and development—from graphic design to advanced programming and logic. As an Account Director at Response Capture, this developer-turned-marketer loves the challenge of keeping up with new technologies and achieving technical accomplishments with his team.


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