Marketing Nation Summit 2016 Top Takeaways

Marketing Nation Summit: Top Takeaways

May 9th – 12th, 2016

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Overview1. Keynote Summaries2. Key Product Announcements3. Session Overviews4. The Best of the Expo Hall

Keynote Summaries: Day 11. Phil Fernandez2. Alison Levine3. Will Smith

• Announced Conference Theme: Tomorrow’s Marketer

• Marketers have come a long way in 10 years

• “Tomorrow’s marketers have moved beyond striving for a seat at the table; now, they are trying to achieve nothing short of a digital transformation.”

Phil Fernandez, CEO & Chairman of Marketo

Marketing Nation Summit Top Takeaways

• Bio: Climbed Mt. Everest twice; completed the Adventure Grand Slam—climbing the 7 major summit of the world

• Emphasized resilience • “You can’t control the environment. You

can only control how you react to it.”

• It’s not about spending a couple minutes at the top of the mountain. It’s about the lessons learned on the way up.”

Alison Levine, Entrepreneur


• “Smoke and mirrors are over. It’s about being authentic.”

• To be successful you need to understand people and put yourself in their shoes.

• There’s an ebb and flow to everything. Be ready to adapt to the next it thing.

• Fail early. Fail Often. Fail Fast.

Will Smith, Entertainer


Keynote Summaries: Day 21. Gary Briggs2. Jamie Gutfreund3. Ken Wincko

• Now is the best time to be a marketer

• Digital is no longer a trend of the future. It is now.

• We’re in the era of people-based marketing

Gary Briggs, CMO of Facebook


• Generation Z – “The Optimization Generation”

• Ages 18 and younger, represents 30% of global population and $200B in spending

• They want things to work really well. They want customer service to be perfect.

• The bar is much higher—68% want content created just for them

• What does it all add up to?--By 2040 they will make up 40% of the global population

Jamie Gutfreund, CMO of Wunderman


• “Trust is the new currency.”

• Trust = credibility (expertise) + reliability + intimacy / self-interest

• What is the great customer experience of the future?

• Create moments that matter• Compassion – be empathetic and

inclusive• Connected – Multichannel experience• Convenience eg. Uber• Consistent: Consumer experiences are

bleeding into B2B

Ken Wincko, PR Newswire


Key Product Announcements

• Currently live with 30 customers, will be available to all customers ultimately

• It is a streaming database architecture • Improved scale metrics• 40 million customer events an hour • Trigger performance is 1000x faster

Product Announcements – Project Orion


• Available August 2016• An ABM Dashboard with consolidated leads

and scores• Allows you to get a fuller picture beyond just

individual leads and contacts

Product Announcements – Account-Based Marketing


• New analytics view coming to Marketo to help you better visualize your email performance

• Ability to share charts with others • More robust, visual and speedy data

reporting, featuring tips to help you navigate the data

Product Announcements – Email Insights


• Use the same login id to access multiple Marketo instances e.g. sandbox and production instances

• Easily switch between the instances using built-in Single-Sign-on• Provide temporary access to users on your Marketo instances• Easily identify which instance you are logged into

Product Announcements – Universal ID


1. Algorhythm: The Pulse of Creativity, Data and the Future of Brands

2. Marketing & the C-Suite3. The Customer Genome and

Future State of Personalization4. Reimagining Demand

Generation5. B2C Growth Tactics at a B2B

Company6. Product Session: Account-Based

Marketing

Session Overviews

Algorhythm – The Pulse of Creativity, Data and the Future of BrandsMitch JoelPresidentMirum

• Consumers want to pay for access not ownership

• The age of efficiency – brands are able to function without owning their own websites and reach the consumer more directly with the help of large social media companies

• The ability to create a network with your content and how you distribute it is more powerful than the content itself

• Mobile experiences will be more important than web

• As marketers, we should think about creating new revenue models, not just campaigns

Key Takeaways


““

Jeff Bezos, Founder and CEO, Amazon.com

In the old world you devoted 30% of your time to building a great service and 70% of your time to shouting about it. In the new world it inverts.”

Marketing and the C-Suite: Marketing Your Marketing to Gain Support and Recognition

Maria PergolinoGlobal Vice President, MarketingApttus Software

• Do a custom chair drop for big campaigns, personalized for who the person is (why you, why now)

• Instead of focusing on all channels, select a few channels and do them really well.

• For big campaigns, host a brainstorming hour for the entire company to participate, they’ll fill invested

• Run contests to boost employee participation (ie – employee can pull prizes off of a wall for each customer review acquired)

• Create an internal marketing newsletter and highlight other teams’ achievements so they actually open it.

Ideas for Promoting your Campaigns Internally


• Your reporting should tell a story

• Know your key metrics (only a few, Maria has 4)

• Pieces of coverage

• # of new names

• # of new MQLs

• Pipeline

• Don’t win when others aren’t

• Don’t use data to hurt other groups

• Repetition and transparency

• Know what you are trying to measure before you report it.

Key Takeaways on Reporting


““

Maria Pergolino

Results are decided long before you show a report. If you have to show a report to prove success, it’s already a failure.

The Customer Genome and the Future State of Personalization

Jeriad ZobhbyManaging Director & Global Head of Personalization Accenture

• With customer genomes, businesses can develop a deeper understanding of individual customer needs, preferences and lifestyles.

• Digital footprints create a living profile of customers, it is up to us to pay attention and leverage to create a superior experience.

• Netflix is using this data create content they know will be a hit based on viewing trends. Traditional media can’t compete.

• Personalization is a marketing differentiating asset that makes your company unique.

Key Takeaways



Reimagining Demand Generation: How Marketo Runs an Effective Demand Generation Team

Heidi Bullock, VP of Marketing & Demand GenMarketo

Lizzy Funk Marketing Programs ManagerMarketo

Campaign Ideas & Metrics


• Threshold for campaign success is 5x pipeline return • Virtual event had a 41x first touch pipe /cost ratio• Typical scan rate at a conference is 30%• Serve ads in addition to email and you’ll get a way bigger lift.• To build a scalable content pipeline – reorganize, rewrite & retire

previous year’s content

Key Takeaways:


• Cheap leads churn higher, focus on what is revenue producing, not cost per lead.

• For each campaign, focus your metrics on the following:• Past: how did we do? • Present: what is working, how can we do better?• Future / Forecast: how will we be doing?

Campaign Ideas & Metrics


• Threshold for campaign success is 5x pipeline return • Virtual event had a 41x first touch pipe /cost ratio• Typical scan rate at a conference is 30%• Serve ads in addition to email and you’ll get a way bigger lift.• To build a scalable content pipeline – reorganize, rewrite & retire previous

year’s content

B2C Growth Tactics at a B2B Company: Behind the Scenes with AdRoll’s Director of Growth

Peter ClarkDirector of GrowthAdRoll

• What is Growth Marketing? • Technical Marketers - Javascript, HTML,

CSS• Data Driven - Everything is measured,

SQL skills or ability to use Tableau a must

• Experimental – What is the least we can do to validate this works?

• Key Takeaways:• Always Be Testing• Simplify simplify• The more experiments, the merrier• Be patient and consistent with the tests

you runMarketing Nation Summit Top Takeaways

Session Summary:

Product Session: Account-Based Marketing Success

Mahesh JaswaniSr. Product ManagerMarketo

Mike TelemVP, Product MarketingMarketo

• Account-Based Marketing helps drive focus for your marketing initiatives and offers improved alignment with sales

• Marketo’s Account-Based Marketing product will allow you to manage, measure and engage your key accounts

• Account-Based Marketing will impact all of your key marketing channels: email, web, online advertising and events

Key Takeaways



Product Screenshots

Your Session NotesSpeaker name Speaker TitleSpeaker Company

• Key Takeaway # 1• Key Takeaway # 2• Key Takeaway # 3

Key Takeaways


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The Best of the Expo Hall

Poker Run!


Expo Hall Activities

Instagram Wall

Marketing Nation Scavenger Hunt

Summit Video from SnapApp


Expo Hall Activities

Yummy Spa Water from Engagio


Expo Hall Swag

Temporary Tattoos from Everstring

International Chargers from Marketo

T-Shirts from Optimizely

Why Optimizely?

www.optimizely.comContact UsSpeaker Company

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89% of companies surveyed by Gartner believe that

customer experience will be their primary basis for competition in 2016

Source: Gartner, Inc., Gartner Predicts a Customer Experience Battlefield, February

2015


Consumer expectations have changed

Are you keeping up?

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experiences for every customer across desktop and mobile.


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Understand the impact of your optimization strategy with Analytics

Connect the essential data from visitor behavior, 1st-party and 3rd-party sources

How Can Optimizely Help? Optimizely enables you to…

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Marketing Nation Summit 2016 Top Takeaways