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Agenda & Topics

Exclusively for highly experienced Marketo users, the Advanced track is ideal for those looking to join an interactive discussion with Marketo technical experts. Sessions will be held in round-table format providing instruction, consulting, and guidance on advanced topics while encouraging the sharing of best-practices among participants.


Attendees will participate in the following four sessions in succession over the course of the day:

Location: Moscone West, 2nd Floor, Room 2010/2012

9:00am - 10:30am Session 1: Advanced Analytics

We’ve been hearing it for some time now—marketers need to earn a seat at the revenue table. But how do you go about doing that? It all comes down to analytics - your ability to track tactical, strategic and operational metrics that help connect the dots between marketing programs and your contribution to top line growth. With Marketo’s robust analytics and reporting capabilities, you can confidently report on Marketing performance and deliver actionable insight to all levels of your company. In this session, we’ll focus on the analytics and reporting most valuable for:

• Marketing Operations Admin/Specialists - learn what reports Marketo admins need to oversee data and system governance

• Marketing Managers – see the reports that provide tactical insight to help Marketing Managers improve the performance of your marketing initiatives

• Director/VPs - learn which reports will help answer your Director or VP's questions about sales & marketing funnel movement and overall database performance

• C-Suite Execs - learn how to use reports to answer your CMO's questions about Marketing's contributions to Pipeline and Revenue


10:45am - 12:15pm Session 2: Custom Objects and Custom Activities

Custom objects and activities enable Marketo to support new channels and interactions – allowing you to tightly align Marketo to your unique business processes. Through custom objects, you can define a single relationship or several relationships between your Marketo leads and the custom object records. And, through custom activities, you can track specific activities of importance to your business, even if they aren’t related to a Marketo form, email, or landing page. In this session, we will focus on use cases for custom objects and custom activities including how to differentiate between objects, fields and activities in Marketo and how to put them into use.


12:15pm - 1:30pm Lunch


1:45pm - 3:15pm Session 3: Cross Channel Nurturing

Marketing in today’s environment is challenging. Buyers are exposed to thousands of brand messages, have endless product options, and complete the majority of their research online. To effectively market in this dynamic and noisy environment, marketers need to adapt and shift their strategy towards engagement marketing—marketing that talks to a buyer in a personalized way, considering who they are, how they act, and where they are in their journey over time. Implementing an engagement marketing strategy is about creating a relationship with individuals across channels instead of blasting out messages broadly. In this session, we will address how to set yourself up for success, choose the right channels and implement cross-channel nurture programs that engage your audience.


3:30pm - 5:00pm Session 4: Advanced Tokens

One of the most versatile and powerful tools in Marketo is the token. Tokens are variables that can be used in Marketo smart campaign flow steps, emails, landing pages, and snippets to add personalization and flexibility. Many practitioners think of tokens only to add a name to an email salutation or signature line, but they can be used for so much more. In this session, we will explore how to go beyond personalization and use tokens for HTML and email design, dynamic content and email scripting, to populate data in flow steps, and to populate interesting moments.


The Advanced Track is ideal for those with 3+ years of Marketo experience.


Accelerate your Marketo learning and build expertise by attending University Day, with focused instruction, practical exercises, and inspiring presentations by Marketo experts. Sign up to take your Marketo skills to the next level!

University Day is an optional add-on to the Summit 2017 Full Pass

Summit 2017 University Day courses and times are subject to change. There will be no refunds for cancellations received after 5:00 PM (PST) on January 27th, 2017. University Day is not included in the Learning Passport subscription. University Day is also not intended to prepare you for certification exams. Please choose the track that best fits your experience level.