CS2's Marketo Marketing Nation Summit Agenda

 
 

Marketo’s Marketing Nation is next week and most of you who are attending should be thinking of which sessions to go to. Building a Marketo session agenda reminds me of building out my class schedule for college. Due to my experience last year of not getting into some sessions, I suggest taking a similar approach as I did on the first day of the quarter in college. I used to select backup classes so that in the case I didn’t make it off a waitlist for one, I could just race over to another class. Do this with your sessions so you know exactly what other session to divert to.

Below are what I think are the best sessions and I have included my reasons why.


Monday, April 24, 2017


Ready, fire, aim, (WAIT – Nooooo) – how to avoid random acts of marketing
Time: 11:30 AM - 12:15 PM
Speakers: Lynn S. Yost, Perry Hardt, Craig Wright

Why attend?

I often see marketing teams get panicked to build pipeline or create marketing campaigns based off a new idea that came to mind. The downfall to this is you end up confusing your prospects, not spending enough time and effort on a single campaign, and distracting or adding too much work to your team.

It’s Time to Leave the Lead-gated PDF Behind: How to Engage Buyers with Interactive Experiences
Time: 1:15 PM - 2:00 PM
Speakers: Chris Saporito, Stephanie Kelly Moderator: Seth Lieberman

Why attend?

Over time demand gen marketers have become so conditioned to turn every marketing touch point into a way to capture a lead. However, this leads to prospects not trusting you, and unfortunately not getting a chance to understand your brand since they are hesitant to fill out a form. Marketers should be focused on creating engagement rather than just conversions.

Data-Driven Growth Marketing: Twitter’s Secrets to Success
Time: 2:15 PM - 3:00 PM
Speaker: Josh Aberant

Why attend?

Josh, who used to work at Marketo, has great experience in the B2B field around growing a business and pretty much everything around email. Marketers focused on growth should attend.

What they didn't teach you in ABM school
Time: 3:30 PM - 4:15 PM
Speaker: Joe Chernov
(Also shown again: Wednesday, April 26, 2017 | Time: 9:30 AM - 10:15 AM)

Why attend?

Joe Chernov is one of the leading content marketers and not surprisingly his latest content is all around ABM. This will be a popular session so below is a backup just in case you can’t get in. Also, they are showing it again on Weds so try then!

BACK UP SESSION:

Rethinking Marketing: How CMOs Are Building Media Companies Within Their Marketing Departments
Time:
3:30 PM - 4:15 PM
Speaker: Joe Pulizzi

Why attend?

Joe Pulizzi is also a big name in B2B and has always been a forward thinking thought leader in the space, specifically around content creation. Engagement with great content is an area I think many marketing departments still struggle with so this should be a great session.


Tuesday, April 25, 2017


Big Data Architecture and Performance Roadmap
Time: 8:30 AM - 9:15 AM
Speakers: Ajay Awatramani, Scott Nash, Christina Browne

Why attend?

Performance has been a big issue recently for our clients, especially with large databases. I look forward to hearing about improvements on performance for Marketo.

BACK UP SESSION:

SiriusDecisions Reveals Six Rules to Play the ABM Game Better Than Anyone
Time: 8:30 AM - 9:15 AM
Speaker: Megan Heuer

Why attend?

If you don’t care about Marketo performance I suggest going to SiriusDecisions ABM presentation. ABM (aka target account marketing aka outbound marketing aka haven’t we been doing this already?) is here to stay and SiriusDecisions has their eyes on what the leading companies are doing.

Fundamental Program Templates: Five Templates You Need to Scale Your Digital Marketing Efforts
Time: 9:30 AM - 10:15 AM
Speaker: Edward Unthank

Why attend?

Many marketers do not have access to design teams so I like the idea of having a few templates that you can use in many ways. #domorewithless

TOPO Analyst Shares Real-World ABM Strategies & Best Practices
Time: 9:30 AM -10:15 AM
Speaker: Craig Rosenberg
(Also shown again: Wednesday, April 26, 2017 | Time: 9:30 AM - 10:15 AM)

Why attend?

Craig Rosenberg of TOPO always puts out great content and his session on ABM should not be an exception. Craig has long been a source of great knowledge on sales development and “outbound marketing” (aka ABM) so his content should not disappoint. However, I expect this to fill up, so I included a back up and you can see it again on Wednesday.

BACK UP SESSION:

User Experience: Design thinking, technology, and a sneak peek into the future of Marketo.
Time: 9:30 AM - 10:15 AM
Speakers: Justin Cooperman, Anna Zeman

Why Attend?

Well, we use Marketo every day so of course we are interested in the future of Marketo!

Look Sharp! Data Visualization for Marketing Ninjas
Time: 2:30 PM - 3:15 PM
Speaker: Martin Kihn

Why attend?

Well, marketing ops folks love data but often they don’t know how to visualize it for those who aren’t as “wicked smaht” as them. (shout out if you are from Boston)

BACK UP SESSION:

Marketo ABM: From the Essentials to Scaling Your Strategy
Time: 2:30 PM - 3:15 PM
Speakers: Mike Telem, Christina Fuentealba, Doug Marshall

Why attend?

Still interested in learning more about Marketo’s ABM feature? This session should do the trick.

ABM: Hear from two experts that have successfully implemented ABM and kick your program into gear
Time: 3:30 PM - 4:15 PM
Speakers: Gavin Drake, Rebecah Wiegardt

Why attend?

If you haven’t noticed ABM is definitely a theme across everrryyyything in B2B. This session will *hopefully* include use cases so you should see what other experts are doing!

A LinkedIn Marketing Success Story
Time: 4:45 PM - 5:30 PM
Speaker: Andrew Spoeth

Why attend?

Andrew, who used to work at Marketo, knows his stuff about social. Linkedin still seems to be the top performing social platform for engaging your top prospects so I would see what he has to say!


Wednesday, April 26, 2017


Marketo Product Roadmap and Customer Love 2017
Time: 9:30 AM - 10:15 AM
Speaker: Cheryl Chavez

Why attend?

If you use Marketo everyday you are probably always thinking “I wish Marketo would come out with this” and you might even put that idea in the community! In this session, you can a preview of all the good things that are coming to Marketo including the customer love features which are features requested by users!

Be the Exception! How Brilliant Marketers Get Bigger Results by Doing it Their Way
Time: 10:30 AM - 11:15 AM
Speaker: Jay Acunzo

Why attend?

We see marketers fall into this trap of doing the same things that other marketers are doing over and over without even a reason. Exceptional marketing means pushing the boundaries!

BACK UP SESSION:

How To Use AI To Add Relevance To Your Marketing
Time:
10:30 AM - 11:15 AM
Speakers:  J.J. Kardwell, Peter K. Herbert. Kristen Wendel  

Why attend?

As Marketo has coined it, we are now part entering the “Engagement Economy.” To engage your prospects and customers you really need to understand them and deliver content that is not only engaging but relevant. This can be very challenging at scale - that is where AI becomes interesting. 

Realistic Reporting: From Weekly Reports to The Board Deck - What's Possible With The Tools You Have
Time: 11:30 AM - 12:15 PM
Speakers: Maria Pergolino and Liz Medlicott

Why attend?

I am lucky to call Maria and Liz my clients and work with them every week. Apttus’s marketing team runs at the speed of light executing so many campaigns at one time. One thing that is unique to that team is they are great at marketing their own marketing internally and that includes delivering high level reports on their success to their board but also reporting on campaigns weekly to see what is successful versus not. Maria and Liz will be delivering a reporting framework including a PPT template that you can you use by just running some reports and filling it in!

BACK UP SESSION:

Create an Account-Based Marketing Strategy to Drive Consensus for Complex Sales
Time: 11:30 AM - 12:15 PM
Speaker: Ardath Albee

Why attend?

Again - #ABM. Plus, Ardath Albee is the OG of B2B content - go pay some respect.

That is it folks! Enjoy summit and if you see Charlie or myself at Summit please come by and say hello!

P.S. (Here is a visual of my session agenda!)

 
 

 

 

 

Crissy Vetere-Saunders