This is your chance to experience the DIY Integration powered by Workato whilst following the philosophy of building innovative solutions through rapid iterations first hand. With an integration expert, you’ll be able to understand your business’s integration process to help you with your current or upcoming project. 
If you are planning on attending, bring your laptop and to save time by signing-up prior for a free account of Workato.

Learn 10 easy steps you can take to improve the quality of your Marketo data and end the campaign chaos.

As marketers, we see many areas of improvement in our own operations that we could make. But realizing you can’t boil the ocean, this discussion offers 5 actionable tips you can use within your organization to improve the overall quality and usability of your marketing data within and beyond your Marketo.

Invoca’s sales cycle requires a lot of education. The traditional B2B approach of sending a  weekly nurture email that drives prospects to a single, gated landing page wasn’t doing the job fast enough. The Invoca marketing team wanted to provide target accounts with a better experience – one with fewer gates that encouraged as much content consumption as possible with each visit.

Using LookBookHQ’s Content Activation Platform, Invoca evolved from relying on gated, single-asset landing pages to a less gated and more customer-centric approach. Now, target accounts are served fully customized content experiences that put the “next best asset” at their fingertips, regardless of where they are in the buying cycle. As a result,  prospects self-educate faster and have more productive conversations with sales.

Join this session to learn:

• How Invoca achieved a 3X lift in target account engagement by reimagining their nurture programs
• How building personalized content experiences for target accounts can quickly improve your relationship with sales
• How a customer-centric approach to content delivery contributed to a 2.5X increase in average deal size at Invoca

Practical advice on how to drive your organization’s global adoption, accelerated use, and revenue generation using Marketo.

Account-based marketing should continue through the nurturing process. Content and media are valuable at every stage from MQL to SQL. This short session will break down how marketers can deliver the right message to the right accounts, no matter where they are in the buyer’s journey.

The creative process shouldn’t end after the brainstorm, yet marketing ideas often suffer a thousand cuts in the process of bringing them to life. With his Marketoonist cartoons and case studies, Tom will illustrate the path of transforming marketing ideas into new products, services, and programs. He will unpack the “Always In Beta” mindset that organizations need to adopt in order to develop remarkable innovations. He will frame ways to build a culture that champions creativity and overcomes idea killers. No idea is born perfect, and innovation requires the collective creative efforts of everyone in an organization. In this talk, Tom will use visual storytelling as a metaphor for creativity and teach how doodling is the simplest form of prototyping. In a hands-on creative exercise, Tom will use some simple cartooning techniques to practice how we share and build on each others’ ideas.

The right analytics will show you what is working and what isn't in your marketing programs so you can optimize your entire buyer's journey. Having the right marketing analytics begins with knowing what data you should be looking at and how to interpret that data to drive insightful business decisions. Then, how do you turn the insights into reports that every CMO wants to see. In this session, you will learn the appropriate metrics for each stage of the buyers journey, what multi-touch and first touch attribution mean, how Marketo uses attribution to tie marketing programs to revenue and pipeline, and how to start leveraging the wealth of data in Marketo to improve your marketing ROI. 

Is your organizational chart bringing you closer to your customer? It should. But organizational structures are too often confidential and best practices too hard to operationalize without context. This session is all about shining light on marketing org design. How are marketing leaders building smarter organizations for the digital age? Join this session to hear:

• How key changes can tear down channel and customer journey silos for better customer experiences
• What to do to enhance ideation and sharing across and outside of marketing – from Centers of Excellence and beyond
• Key takeaways and actionable examples from fearless organizational innovators

With over 600 Marketo users at AWS, we've learned a few tricks for getting the most out of Marketo at a global, enterprise scale. Whether you're a small independent B2C startup, or a massive B2B conglomerate, you'll leave this session with 10 actionable tips for your marketing program. We'll talk about our unique training and QA processes, how we manage events, integrations, and a lot more.

Feel passionate about the value of a diverse and inclusive workplace? Wondering what you can do to make a difference at your company? Hear what your peers at other Marketo customers and partners are doing at their organizations to create a more diverse and inclusive place to work. Be inspired to do the same at your organization!

In this session, you will learn how to use channels, tags, fields, and URL parameters to ensure you're capturing the data points you really need for important KPIs and reporting. We will highlight: 1) Channels--the importance of proper channel use and how to set up programs to track activity by channel. 2) Tag utilization. 3) Lead Source tracking. 4) URL Parameters--how to use parameters in forms and for smart campaign tracking and parameter best practices. 4) KPIs, Reporting, and SFDC--recommended KPIs for each channel, reports you can run, and how to tie your data to SFDC. Be sure to pay attention so you can answer pop questions and win prizes along the way! 

In this session, you will learn how to use channels, tags, fields, and URL parameters to ensure you're capturing the data points you really need for important KPIs and reporting. We will highlight: 1) Channels--the importance of proper channel use and how to set up programs to track activity by channel. 2) Tag utilization. 3) Lead Source tracking. 4) URL Parameters--how to use parameters in forms and for smart campaign tracking and parameter best practices. 4) KPIs, Reporting, and SFDC--recommended KPIs for each channel, reports you can run, and how to tie your data to SFDC. Be sure to pay attention so you can answer pop questions and win prizes along the way! 

Revenue performance has become standard for B2B marketers with more than 3/4 of global B2B marketing decision makers measuring marketing’s impact on pipeline & revenue. But as recently as a decade ago, the idea was radical. Fearless marketing leaders adopted the practice, requiring cultural change, re-engineering of the marketing & sales process, & deep investment in marketing automation. We’ve seen the results; revenue marketers contribute nearly 30% more than other B2B marketers.

But, there’s been an unintended consequence. In many firms, marketing is now seen as the supplier of leads to a load-bearing sales force. That belies the reality that marketing is evolving to be the steward of the customer relationship across the lifecycle. The question for marketing execs is: “what measures & metrics demonstrate the full value of marketing to my organization?” In this session we’ll dig into practical approaches to that challenge, specifically:

• How to link marketing performance to corporate performance in ways the CEO, CFO & COO care about
• Which 15 metrics are more important to measure than revenue performance
• What metrics & measure should be on the ‘Marketing Performance Dashboard’

With social networks like Facebook, Instagram, and Snapchat forever disrupting the way we do business, do traditional constructs like “branding” still matter? You may be surprised but because of the opportunities created by new media and disruptive technology, strong brands with something to say matter now more than ever. This talk reviews and recasts the role of brands in today’s digital age and provides a framework for building a solid brand, telling your story, and engaging your brand ambassadors.

Takeaway 1 - Learn the seven digital dynamics of brand building today

Takeaway 2 - Learn how to apply these dynamics to B2B brands — with specific examples

Takeaway 3 - Learn how to brand from the inside out with corporate culture, community, and brand experience.

What data points lead to higher conversion rates – and ultimately more sales? And are you currently leveraging them to find your next buyer? Katie Bullard, Chief Growth Officer of DiscoverOrg, will walk through the results of an in-depth survey of sales and marketing professionals in a manager level or above position and share key findings about the predictive analytic “secret sauce.” Hint: There are 3 types of data needed to accurately predict purchase intent and only 15% of companies are using all three.

Let’s face it, you’ll never have “enough” marketing budget.  But you can absolutely get more done, and drive greater results, with what you already have.  In this session you’ll hear proven strategies for smarter budgeting, how to communicate spend-to-impact with your management team, and make the most of finite resources. 

You’ll walk away with specific, tactical tools and processes to manage your budget more proactively, successfully position new investments to your counterparts in Finance, and make real-time adjustments that increase results.

You will learn how to:

1. Drive greater performance from any budget
2. Package and win new investment requests from your CFO
3. Tightly and accurately tie spend to impact and revenue contribution

Hear how Cleveland Clinic turned its infant blog and 3 person social media team into a 30 person content marketing department managing sites that generate millions of visits per month and actually bring revenue into marketing. Amanda Todorovich, 2016 Content Marketer of the Year and 2017 finalist for Boldest Healthcare Brand Marketer, will share practical tips that will revolutionize your approach to content marketing and her insights on where the future of content is going, including Podcasting, Facebook Live, and more. Learn about content monetization, productization and how to get more results out of everything you create.

As the number of channels grows, the potential touchpoints through which marketers can engage customers and understand their behaviors is rapidly expanding. Now more than ever, we need to leverage the cloud, simplify development and streamline innovation in order to expand the reach of marketing. In this session we’ll walk you through how to: Learn the basics of building your own data brokerage service. A high-level overview of architectures and build a marketing technology solution that can scale and accommodate ad-hoc marketing needs while not sacrificing automation. Deep Dive on Custom Objects and Activites, learn how to integrate Marketo to more customer touch points in your ecosystem. Lightly touch on how to leverage Amazon Web Services You won’t want to miss this one!

===>This session will be given twice (please make sure to register for one of them)<===

Monday, April 30th - 2:45 - 4:15pm
Tuesday, May 1 - 10:15 - 11:45 am

We became marketers for a number of reasons, right? Mostly because marketing is something we're passionate about. In an ever changing and competitive business climate of change some things must re-form, yet seismic shifts require organizations to transform, including marketing's expanding role in the business. To achieve this marketers need executive buy-in. You got it...the C-suite. This is where the fearless marketer must leverage their creative smarts! It doesn't have to be daunting...we only need to tell our story in their terms.

This workshop will help you do that, in fact, aligning marketing’s initiatives to the business priorities of the C-suite has become baseline expectation of today’s enterprise organizations. Attendees of this 90-minute, five-step workshop will come away with:

o The key concepts successful organizations are employing to tell the story of transformation

o An understanding of where your organization falls along the Marketo Maturity Curve, and how that knowledge can help you plan your steps forward

o Culminating with the official "Conversation Starter Hotsheet", an exercise to help marketers identify their own C-Suite aligned value statements.

Combine your passion with the confidence this process will provide and rouse the Fearless Marketer that got you here. Encourage your team to register and engage in this workshop together, you might be surprised what you discover! Limited to 110 participants.

Over the past several years, Demand Centers have gained prominence to become mission control for driving marketing excellence to drive greater operational efficiency, predictability and performance. Most Demand Centers have also aimed to establish best practices in B2B demand generation services, data services, and marketing technology to achieve a unified buying experience across its customer base maximize response, pipeline revenue, and return on marketing investment. However, few if any Demand Centers have aimed to establish best practices across both B2B and B2C. Join Steve Barnard of Lenovo whom is building out one of the first Demand Centers focused on both B2B and B2C. Learn how Steve and his team have learned that applying a common "transaction vs. relationship" go-to-market approach can help scale people, process, and technology across its SMB, Commercial, and Consumer Customer Segments. Finally, learn how and why Steve and his team self selected Marketo to be at the center of its new marketing technology infrastructure and how it will help them scale up and scale out its demand engine.

This session addresses data hygiene and how a quality-based approach to data can facilitate increased engagement and bridge the gap between sales and marketing. The importance of regular data cleansing for maintaining data compliance and how to support your ABM strategy with data will also be discussed.

During this Tech Talk, learn how you can prove and improve your impact on revenue. By leveraging benchmarks, you can compare funnel performance and build data-designed plays at every stage to guarantee revenue results.

How many people should we hire? Where should they sit? Should I grant access to local/regional users to run everything centrally? These were the tough questions we had to answer at Uber with >25,000 employed resources. Take look into how Uber setup its global marketing ops team and where it's headed.

How can we be “fearless” in a marketing context—when we have limited budgets, throttled bandwidth, and restricted space to push boundaries (in every sense)?

Let’s be honest, we didn’t go into marketing because we are the kind of reckless thrill-seekers driven to bungee-jump or cliff-dive or karaoke in a bar that doesn’t have karaoke.

I feel you, boo. And same. But we got this.

Come to my session to learn about how we can all be fearless marketers. You’ll learn:

1. What research shows us about what it’s most important for marketing to nail in 2018.

2. The three specific places where most companies are relying on fake facts and hunches instead of data, research, and honest empathy.

3. Inspiration to develop marketing stories and programs that don’t just drive business… but also feed your soul. (The latter is important for marketing, too.)

...and we’ll have some fun. I’m allergic to boring presentations. You, too? 

So, my fearless friends, who’s with me? Are you ready to challenge your assumptions?

I know we just met… but ima go out on a limb and say HECK YES YOU ARE!!!

The subscription and recurring revenue business models that so many B2B and SaaS companies have adopted mean you’re never done winning over your customers. Marketers can no longer be satisfied by providing sales teams with a well-oiled acquisition machine but must generate impact across the entirety of the customer lifecycle. The days of sitting back over the course of a 3-year contract and stepping in to renew—hoping the cost to switch is too high—are over. CEOs are tasking marketers to take responsibility for customer experience to grow revenues. To be successful you must fearlessly pursue customer knowledge and work with sales and service teams to ensure consistently great experiences at every stage and on every channel they frequent. Keeping customers for life and growing the revenues they bring is not a spectator sport. In this session, you’ll learn:

• Shifts to make to increase relevance and engagement that drive customer lifetime value (CLV) • How to blend channels to create a compelling omni-channel experience
• How marketers can construct a narrative that evolves across the customer lifecycle

How the world's most innovative teams surface great ideas to deliver exponential outcomes.

We've all seen the examples of LEGO's Hollywood movie, GE Ecomagination and Red Bull's sky dive from the stratosphere. They're held up time and time again as beacons of killer creative. Enough already. It's easy if you have sexy products, big budgets and household brand names. But in the “real” world there are all kinds of restraints. Those innovative examples don't have anything to do with us.

Or do they?

It turns out, we all suffer from something called Brand Detachment Disorder (B.D.D.). We can't connect the dots with unrelated brands and our blindness kills creative ideas before we even start. But guess what — the most brilliant teams understand innovation is something you consistently nurture, rather than leave to chance.

Welcome to The Innovation Factory.

In this captivating presentation, author and marketing executive Carla Johnson shows you how combating B.D.D., recognizing inspiration everywhere and iterating ideas breeds unstoppable creativity and game-changing innovation for you and your company.

By the end of Carla’s dynamic session, you’ll:

• Clearly understand how to use great brands as inspiration for your own work
• Be armed with the five simple steps to fast-track great ideas into killer execution
• Know how to overcome the fear of innovation with a tried-and-true process

As B2B marketers, you target ads, score leads, and adopt ABM, all while presuming your customers are at the center of your marketing efforts.

Not so, as transactions, sales pipeline, and the minutia of running campaigns keep marketers from really knowing customers. Fearless CMOs embrace marketing’s real purpose – to solve customers’ needs through immersive experiences. Forrester calls this customer-obsessed.  

Based on research that examines differences between customer-obsessed marketers and others, Forrester VP and Principal Analyst, Laura Ramos, will show it takes more than a checklist to address demanding customers, unforeseen competition, and disruptive technologies in this digital age. It requires new processes, talent, and data insights. Most of all, it requires a new mindset that creates empathy with the buyer by following three key rules: Be human, be helpful, and be handy.

Key takeaways from this session include:

• What customer-obsessed marketers do differently than their less-aware peers.
• Which three rules develop a customer-obsessed mindset.
• What empathetic customer experiences look like and why B2B marketers must lead them.

Understanding your customer’s journey and streamlining all the interactions with your organization, with particular emphasis on post-purchase lifecycle, is vital to delivering rich experiences for, and an expanding relationship with your customer.  Continuous optimization is also imperative, and it is essential to have metrics and analytics across the interaction journey to do so.

In this session, we’ll show you Marketo’s own process for bringing about such transformation, including:

•          How Marketo is designing a Customer Journey Program

•          What we’re doing to design and develop deep Customer Engagement Analytics

•          Our tips for making your business case for investments in customer experience, and why those investments are critical for success in the Engagement Economy

Slack is a great tool for reducing emails (which are easily missed) and increasing direct communication with your sales team. The real power of Slack for helping you build alignment with Sales comes from using Marketo Webhooks to send lead alerts directly into Slack. Learn how Slack uses Incoming Webhooks and go the step further with the Slack API by passing message information back to Marketo to be used for more actions.  Complex flow step constraints can ensure only the right (and most valuable) data is passed through. Find out how to build your own custom bot to pass interactive buttons and commands to Slack. You'll see how the Marketo/Slack integration easily connects into your lead management process for Marketing and Sales, and how Marketo can become the brain behind your martech stack, bridging workflows to push custom data to other platforms (like your CRM).

The concepts of diversity and inclusion play critical roles in empowering us to acknowledge, understand, and value our differences. Research also shows that organizations that are diverse, and whose employees feel like they belong, outperform those that are not. How can we best cultivate diversity and inclusion in the workplace? Should we share our experiences and assimilate people’s differences (melting pot), or maintain our individual identities and honor those differences (mosaic)? Learn from a panel of talented professionals about what diversity and inclusion means to their organizations.

Select the best app after watching 3-minute demos from each partner.

Select the best app after watching 3-minute demos from each partner.

Select the best app after watching 3-minute demos from each partner.

Select the best app after watching 3-minute demos from each partner.

Many category-leading companies face disruptive forces these days. FUJIFILM lost its core Business in the early 2000’s, but is finding new ways to grow and boast record profits. After the Photo Film Market was gone, FUJIFILM diversified its business with innovations of outstanding technology rooted in the photo industry. To develop a new market quickly and globally, the team in Tokyo HQ is taking an initiative with digital marketing technologies as a global marketing hub. The team chose Marketo as a global standard tool and global rollout of Marketo. We, however, are still on the way of transformation. In this session, you will learn how an established enterprise have been struggling to survive from the disruptive crisis at a global scale, and have been challenging to innovate marketing with digital technology at the heart.

As a strategic marketer, becoming BFFs with your sales team can be challenging. Thankfully, with Marketo, it can be a little easier to earn their trust. This session will show you the power of interesting moments, alerts, and tasks. Learn to use the Marketing Sales Insight (MSI) add-on to strategically nurture your relationship with your account owners by handing off the most engaged leads and helping to push to closed-win status a little quicker. The challenges are vast, from training sales to get them on board to making sure the right type of interesting moments are recorded. Come with us as we take a deep dive into MSI and different ways to utilize the tool to maximize the power of sales alignment. You will learn the right kind of interesting moments to record and how to set them up, when to use a task vs an alert for a highly engaged action, how to ensure your strategy aligns with your lead lifecyle, and best practices for getting sales on board so they trust your interesting moments, alerts, or tasks and follow up quickly.

For growing companies, consistently meeting pipeline coverage goals can be challenging. Sales organizations struggle to scale – they’re hindered by inefficient workflows across multiple tools that drain productivity and leave them short on the insights to drive change. Marketing also suffers from the lack of visibility into sales engagement and is unable to provide effective support. In this session, learn how Marketo Sales Engage, a next-generation sales engagement solution, helps sales and marketing teams partner to drive more pipeline faster by arming teams to engage the BEST prospects and deliver a highly personalized and coordinated experience.

Learn how Marketo Sales Engage can help:

• Sales teams become more productive and consistent
• Marketing provide the right air cover to engage prospects
• Sales & marketing make data-driven decisions to improve pipeline

Do you want to build and deploy a successful ABM program that accelerates the conversion of Account Qualified Leads into revenue growth? Then you need to join this session.

Identifying the right accounts for your ABM strategy takes good data from multiple sources. But that’s just the start. The customer-centric nature of ABM means that you need to create a consistent user experience across all channels of engagement to progress those relationships.

This session will discuss how a well-coordinated data strategy can improve the quality, connectability, coverage and structure of your customer data. The results of which streamline the identification and engagement of key accounts and accelerates revenue growth from your ABM program by:  

 -Aligning your data across sales and marketing platforms
 -Engaging your target accounts with 1:1 personalization (at scale)
 -Increasing conversion rates of your landing pages
 -Ensuring your sellers know exactly what’s going on with their accounts

This session will focus on practical, easily implementable ideas to drive ABM success.

Want to drive growth? You need reliable data and a data-driven marketing culture – basic lead generation or even advanced marketing processes won’t do it anymore. Learn how good marketing data works in ops, demand gen, and at the VP level to drive revenue, budget, and team growth. 

The key to driving optimal deliverability performance with prized inbox placement is customer engagement. In the Engagement Economy, it is all about building personalized, authentic relationships with your customers to drive that engagement.  In this session, you’ll learn why deliverability to the inbox can be complex (spoiler alert:  engagement matters) and how you can optimize for success. Learn how to identify segments in your audiences that matter most -- most highly engaged, least engaged, complainers, unsubscribers, and risky audiences. Plus, we'll show you how to setup Marketo programs to manage your data quality and engagement.

Whether you support 10 events per year or 200 globally, Marketo can scale with your team, if you take the right steps of course. In this session Jeff Canada of Quantcast will walk you through how they built a center of excellence to support global field marketers, delivering proofread, on brand, beautiful emails and lps, over and over again. We will cover: How to build (and enforce) a request process Using program templates and tokenization to speed production Clone, Copy, and Test Get the right components to Sales with MSI How to Fix problems fast. Automate Monitoring Close out with a Bang Tracking Results: Tactical & ROI

Curious about recent Marketo releases and upcoming roadmap? Join us to recap planned platform innovations in this product roadmap session, including covering new APIs, enterprise-grade capabilities, integrations, google cloud plans and platform acceleration upgrades. Also included is a recap of platform innovation from 2017, and a closer look at the hugely successful bulk API enhancement.

Like the Internet and smartphones before it, AI will fundamentally change the nature of relationships between customers and brands. It will reshape customer behavior and expectations and it will enable new capabilities for marketers.

Marketing organizations will have to reformulate their missions and broaden their IT strategies. On both counts, AI will be a key competency for marketing and marketing operations teams.

In this session, we'll discuss ways AI will redefine marketing, how Marketing Operations can transform into CX Ops, current use cases, and baby steps along the road to AI mastery.

Engaging buyers as individuals is crucial, and as their expectations and needs evolve, your marketing campaigns will need to keep pace. To stay relevant, you must constantly adapt your story to each individual—that means presenting the right content in the right moment, and through the channel that they want to be engaged with. Learn how to use Marketo’s ContentAI and Web Personalization capabilities to exceed your customers’ expectations by making every interaction more valuable while increasing conversions across email, web, and mobile.

Join this session to learn how to:

• Leverage A.I. to fuel a successful cross-channel strategy
• Engage and connect web visitors with highly personalized content
• Gain visibility into A.I.-powered insights

GDPR is the most significant change to European privacy laws in two decades, and affects anyone doing business in Europe. The path to compliance has been no easy task; now it’s “go” time. But what will marketing look like in this new, regulated environment? How will GDPR impact marketing automation, cookie law, and your lead database? In this session, you’ll get Marketo-specific tips plus actionable ideas to take your team from intimidated to empowered. Discover how to, not only “survive,” but thrive in a permission-based world under the fearless GDPR marketers’ creed of "No Prisoners: Understand Consent And Transparency In Data Usage."

As you aspire to the next step in your marketing career – all the way up to the office of the CMO - what do you need to be fearlessly focused on to ensure success? Join Marketo’s own Chief Growth Officer, Jill Rowley and Michelle McCarthy, Director of Marketing Operations for Blackbaud, for a lively, interactive discussion on the ingredients to accelerating your ascent up the marketing leadership ladder. They will share actionable advice and strategies to help you build your roadmap to career success, in addition to insights and lessons learned from their own career journeys.

Our ubiquitous connectivity and devices have enabled passionate business professionals to create influence and community like never before. Beyond chasing the famous, how can B2B brands identify, qualify and engage fearless influencers, big and small, in order to scale quality content without scaling budgets?

In this hands-on session with B2B influencer and content marketing expert Lee Odden, you’ll explore an integrated approach to influencer marketing strategy, best practices for user-generated content, and employee activation to scale the kind of content both buyers and communities really want (because they had a hand in creating it!)

Attend this session to learn:

· The 5 stage influencer content marketing maturity model and where your brand fits

· Three ways to organize and optimize B2B influencer programs that actually work

· Influencer marketing strategies & best practices used by major B2B brands

Businesses and entrepreneurs in every industry and of every size are harnessing the power of social media to amplify their brand and to engage with their customers and audiences. Telling the story of your work is only half the work. How do you get your audience to go beyond the “like” to being your very own evangelists? In this session, digital strategist Luvvie Ajayi will discuss how to create the brand that inspires consumers to love you even when you are not in the room. Join Luvvie as she discusses how she built her audience into the self-proclaimed LuvvNation, highlighting the best practices in creating authenticity in this digital world.

Participants in this session will learn about:

• How to develop a human voice that connects, even for organizations
• Understanding the nuances of the different platforms  
• The importance of community building even behind a computer screen

Account-Based Marketing is here to stay. In the digital age, it’s easy to get bogged down in all the martech capabilities at your fingertips and lose sight of what really matters: engagement. Because even though we’re marketing to accounts, it’s the individuals that will serve as internal champions to demonstrate the value of your product within their organization. In this session, you will learn best practices for the seven simple steps to launching your first intelligent ABM program:

#1 Determine your goals.

#2 Select your list.

#3 Create your strategy.

#4 Smarket it.

#5 Implement.

#6 Learn.

#7 Rinse and repeat.

Account-Based Marketing is all about refocusing efforts to build stronger, more strategic business relationships, but this shift can feel overwhelming! Join Justin Gray, CEO of LeadMD as he removes the mystery and intimidation from ABM by breaking this critical shift down into easy to digest, easy to implement pillars and walks you through the design of your own best-in-class ABM Pilot program… in less than a week.
In this session you will learn:
  -How to rally Execs, Sales, Marketing, Customer Success and Product teams in building your  new hyper-personalized ‘Go to Market’ strategy
  -How to Identify your best customers and their buying committees
  -What you need to create a foundational ABM tech stack designed to scale with you
  -What a pilot program entails and how to quickly operationalize it
  -The value of benchmarks along with a takeaway framework you can use tomorrow.

Discover how you can enable any non-technical users anywhere to create and launch Marketo programs, without stepping foot inside Marketo. From field or product marketers to HR or even external partners and co-marketing campaigns, there is a much better way than building a complex Center of Excellence.

Even if you already have a functional and flawless content strategy in place, going global adds a plethora of new challenges.  Culture, teams, tools, laws, regulations - scaling a content marketing strategy to go beyond borders is fraught with complications and pitfalls. But getting a global content strategy right means all around better marketing, smoother collaboration, and significant efficiencies of scale and cost savings.

In this session you'll learn best practices, pitfalls and recommendations for crafting a global content strategy based on over a year of research and interview with successful multinational organizations.

Join this session to learn:

-The essentials of crafting a global content strategy.

-How to assemble the right teams and tools to tackle global content marketing.

-How "going global" can result in significant savings for your organization in both costs and marketing efficiency

Learn how digital marketers can get in lock step with sales and turn sales engagement insights into more relevant and effective campaigns for the entire buyer journey.

Marketing created - sales led campaigns have shown to deliver higher ROI than any other marketing approach and Microsoft is embracing this trend. Learn how field marketing teams are leveraging best practices and technologies of sales activation, across a wide number of use cases and regions, to scale their multi-billion-dollar business.

In this session, FRG Technology Consulting’s Marketo Recruitment Division presents “How to Find the Right Marketing Automation Professional for your Team.”

From analyzing data to orchestrating new marketing campaigns, AI is powering marketing activities in new and exciting ways and affecting interactions throughout the entire customer lifecycle.

A real-world case study on the power of automation, personalized customer journeys, and the joint effort of marketing and sales working together. Vince will take you through a very practical session on their experimental approach to social media lead generation and how they use Marketo to fuel a close working relationship between marketing and sales. See how the journey from ‘old world’ to ‘marketing automation’ unlocked a scalable lead source and produced a 500% return.

In this new era of information and connections, the relationship between buyers and sellers has changed forever. Join this session to learn how BNY Mellon is evolving its marketing strategy, campaigns and tech stack to acquire and inspire their ideal audiences.

Whether you're beginning or mastering content and demand marketing, this session will provide actionable insights on:

 -How to organize your data, tech stack, campaigns, and ABM to drive consistency and growth across the customer experience
 -Which content delivers the biggest impact across each stage of the customer experience  
 -How advanced machine learning and AI can help connect your content, to the right audience, at the right time 
 -How to more accurately attribute bookings and revenue growth ​to campaigns

There are two huge shifts in technology that have forever reshaped how we engage our customers. First, marketing automation became easy, affordable, and scalable with just a few clicks. As a result, our customers are bombarded by digital messages, sometimes thousands each day.Then, along comes consumption platforms that give us the ability to block digital marketing efforts. This has changed expectations about how digital engagement works.  Join us to learn the how you can build highly personalized and meaningful connections with customers beyond the Inbox.

Artificial Intelligence (AI) is the next big evolution in humanity’s relationship with technology. It is already permeating areas in our everyday lives whether it be at work, at home, or at play. In this session hear about how we at Microsoft see AI, how we’re using AI today in marketing, and find out some of the learnings we’ve had along the way.

Digital marketing pioneer, Author, and host of DemandGen Radio David Lewis will teach you a practical approach for getting the maximum return from your MarTech stack.

You’re like many marketers, you’re finding it harder and harder to capture your contacts’ attention via email. Challenges in increasing or maintaining open and click-through rates, as well as conversion rates, can be frustrating, and with more emails pouring into a subscriber’s inbox, it can be hard to be seen above the fray.

That’s why mobile marketing is really shining right now. With a variety of tactics that help marketers engage consumers and drive sales, there are many benefits to incorporating mobile into your overall marketing strategy. During this tech talk, we’ll tell you how Vibes integrates with Marketo’s database to offer seamless delivery of SMS messages so you can better engage mobile consumers.

With company growth comes increased demands on the marketing team, specifically the marketing operations team. In this session, you will learn what it takes to scale your marketing operations team with the company in a way that maintains discipline, yet allows your team to continue operating with the agility of a marketing team 1/10th the size.

CMOs now have the shortest tenure of all the "C" functions in the senior management team. This presentation describes practical techniques and tactics that can be used to make Marketing a "C-suite" function and how to become a long-term, indispensable "C" level member. Techniques covered include:

• Measurement... and what to measure
• Mutual, upfront contracts with stakeholders
• Without a runway, you cannot take off and fly
• How to buy yourself time
• Key areas of the business to master and own

When Account-Based Marketing programs falter, it’s usually for two reasons: 1). Operationalizing ABM through new systems, tech, processes, training, and metrics can be hard, 2). Alignment between sales, marketing, and the CEO can be elusive. In this session, two revenue teams will tell true tales of ABM transformation, results, and unity between sales and marketing that won over their CEOs and boards.

ABM and Marketo champions Kristen Wendel and Peter Herbert will be joined by their revenue partners from sales to share their “One Team” results and explain how to:

• Build the systems needed to create an account-based revenue machine
• Create one ABM scorecard for sales and marketing
• Identify and prioritize the accounts most likely to buy
• Train your teams to execute ABM
• Clear the roadblocks that MUST be removed to succeed with One Team ABM
• Unify sales and marketing with ABM, and get your CEO on board too!

Are you looking for a way to better align your sales and marketing teams? Wondering how you can scale ABM and content personalization? Join Jodi Lebow, VersionOne’s Director of Demand Generation and Marketing Operations, as she shares insights on engaging target accounts for ABM by creating personalized content experiences with Uberflip, and how her team won
the SiriusDecisions ABM Program of the Year award.

In this session you will learn how to:

• Align your marketing and sales teams for account-based success
• Create personalized content experiences at scale 
• Increase engagement with content across key accounts to accelerate the buying process

Companies that are serious about growth are blurring the lines between inbound and outbound strategies. The way people shop, buy and consider purchases has fundamentally changed in the last 3 years. Demand and Field Marketing teams can no longer work in silos and simply "feed sales"; they must be tethered to Sellers in order to deliver an integrated end-to-end experience that captures the buyer’s interest and moves them quickly through the funnel.

Join this session to hear how Marketo has transformed to a multi-channel all-bound strategy by focusing on the customer and facilitating the ideal experience. We'll offer lessons learned, ideas for embarking on your own B2B all-bound journey and strategies to create a successful Smarketing partnership.

If you’ve had any conversations around how to track online ads or how to track inbound web links, then you would’ve probably heard of the letters “UTM” or something about “UTM parameters” or “UTM tracking”. “UTM” is the acronym for “Urchin Tracking Module” and Urchin was a company purchased by Google a long time ago. This method for tagging links is widely used as a standard for tracking today. In this session, learn how to use this UTM parameter tracking to capture inbound traffic with Marketo with ease. -Tracking visitors before they become “known” to you. - Learn how to quickly deploy it for social campaigns, partners, paid advertising & more - Learn best practices for setting up a scaleable structure for reporting.

Inbox service providers (a.k.a. ISPs, a.k.a. the Gmails, Yahoos, and Microsofts of the world) can make life tough for email marketers, but it’s all with good intentions. Their most important constituents are not the brands trying to send email campaigns, but rather their end users who trust them to filter out bad mail. If you’re not making it to the inbox, you’re either part of a spam gang or, more likely, a coachable marketer. As a marketer, it’s good to fight fear of the unknown with knowledge. Know confidently 1) what you’re judged on by ISP filters (which affects your email before it even gets in front of the recipient/human), and 2) how to control and impact those factors positively. This session will use role-playing examples that leave you with actionable takeaways to make ISPs happy, improve deliverability, and ultimately drive engagement for your email program.

With thousands of solutions available in the market, selecting the right technologies to add to your martech stack is challenging for even the savviest of organizations. The risk and complexity is exponentially greater when those same solutions are deployed in an organization of more than 15,000 employees, 90,000 customers, and proprietary technologies that needs to be integrated into your marketing tech stack.

Executing a strategy of this magnitude, while at the same time causing little to no disruption to the business is tricky and in this session, you’ll hear how Infor, an enterprise software company that was hampered by a disparate martech stack, has embraced digital transformation to become a modern marketing machine.

Not only will you learn what solutions Infor has deployed to provide a view across the entire campaign lifecycle from planning and budgeting to execution and results, but you’ll also hear from a panel of Infor’s key marketing operations experts about the steps, processes, and timelines Infor used to make it all happen — as well as best practices learned along the way. This is a true insiders’ look into a successful enterprise marketing implementation and a must-attend session for any marketing operations leader!  

Key takeaways:

• A complete view of the challenges faced that were the impetus of change
• An outline of key project milestones and metrics
• Martech stack review and recommendation
• The impact of the project on the marketing organization before, during, and after implementation
• Lessons learned and best practices

Does your instance have operational programs that seem disconnected, inefficient, or worse - they’re just not working right? Over the past three years, we’ve created a science of reusable Marketo operational architecture—routers, switches, and controllers—and we’re going to throw open the hood and show you all the best practices we’ve developed while working on enterprise Marketo instances. We’ll show you the key building blocks you can use over and over again to scale your operational infrastructure. See how each of these key architecture pieces can connect your individual programs, efficiently execute processes and make troubleshooting a breeze. Come and learn the language of advanced Marketo architecture and how you can start using these components to connect and run all of your operational programs, from Lifecycle Processing and Lead Source to intelligently assigning leads to engagement programs with Traffic Director.

Marketing automation professionals are perfectly positioned to provide strategic value to their organizations. We have the technical expertise, we have the data at our fingertips, we know how technology works together, and (frankly) we know how to get sh!t done. In the past, far too often we were relegated to just the execution tasks – “build this email”, “send this report”, “launch this digital campaign.” So how did we break the “execution” mold, and take our seat providing value to strategic planning and beyond? In this session, we’ll show you how to:

• Move from post-mortem reports to forward-looking projections based on internal/industry data and a consultant-type approach
• Use Marketo as an insights engine to power strategic decision making and automate campaigns at scale
• Create an integrated approach to campaign and program planning, leveraging multiple tactics to drive a quality prospect and customer experience, including leveraging RTP website content and ad retargeting capabilities
• Build a planning and execution process that is informed by data at the top, is driven by SLA’s and project management, and leverages robust outcome-based reporting at the bottom
• Leverage Marketo as a technology hub to support the organization at large, but at scale but also to support individuals needs

Hear from the webinar experts about registration and attendance rates, and how to capitalize on your most engaged participants immediately after the event. There’s more to a webinar than presenting interesting content — it’s your chance to communicate directly with prospects.

Start creating engaging moments for your prospects, customers, and partners with the only content type that actually leaves an impact – video! After all, to be a truly fearless marketer you are inevitably allergic to being average. 

As marketers, we want to constantly optimize what we do from email subject lines, to ad copy, to button color, to landing pages, but how do we set up a proper A/B test and avoid letting bad data leaAs marketers, we want to constantly optimize all our marketing programs, from email subject lines to ad copy to button color to landing pages. How do we set up a proper A/B test and avoid letting bad data lead us astray? In this session you will learn: 1) How to plan your A/B test to get meaningful data, 2) How to avoid the most common testing mistakes, and 3) How to interpret your results to optimize your marketing.d you astray. In this session you will learn: How to plan your A/B test to get meaningful data How to avoid the most common mistakes How to interpret your results to drive optimization.

As marketers, we want to constantly optimize what we do from email subject lines, to ad copy, to button color, to landing pages, but how do we set up a proper A/B test and avoid letting bad data leaAs marketers, we want to constantly optimize all our marketing programs, from email subject lines to ad copy to button color to landing pages. How do we set up a proper A/B test and avoid letting bad data lead us astray? In this session you will learn: 1) How to plan your A/B test to get meaningful data, 2) How to avoid the most common testing mistakes, and 3) How to interpret your results to optimize your marketing.d you astray. In this session you will learn: How to plan your A/B test to get meaningful data How to avoid the most common mistakes How to interpret your results to drive optimization.

In an age where we as marketers create more clutter than we care to admit and where 85% of our dollars are wasted, we must concede that something is broken. Relevance and restraint are the keys to bridging the gap between how we market and how buyers want to be engaged with.

Bombora CMO and GM, Marc Johnson, explains how B2B enterprises use the killer combo of Intent data plus Marketo to find prospects where active demand already exists, deliver relevant content and nurture those prospects through the funnel.

Co-presenting, Paulo Martins, Marketing Manager for Marketo ANZ explains how Marketo uses intent data from Bombora within the platform to orchestrate targeted and relevant marketing programs that generate customer engagement.

The time of using a basic, lead-gated whitepaper for lead gen is over – buyers are demanding more than the seller-centric messages we’ve relied on for too long. It's time to fundamentally rethink the qualification process. Your content should focus on engaging audiences in dynamic conversations, rather than putting out a static, one-way flow of information. Join our TechTalk and learn how content that is engagement-focused will help you break through to your buyers.

#MeToo, Charlottesville, politically charged ads (and some shockingly embarrassing ones)… As the political and workplace boundaries continue to blur, companies are feeling the pressure to manage the growing tension in and outside of the workplace. Join this timely conversation with Michelle Kim to learn how you can empower yourself with practical strategies to have courageous conversations with your team and become an inclusive leader. 

In 2017, Andrea Gellert transitioned from the Chief Marketing Officer of OnDeck to the Chief Revenue Officer and in doing so brought the Sales, Marketing, and Business Development teams together. Join Andrea as she takes you through the fundamental steps of restructuring your org into a revenue machine. She will cover everything you need to know from identifying tribal leaders, building relationships with elite performers, restructuring responsibilities of internal business units, and defining company goals in a way that demonstrates the importance of individual contribution at large. Finally, learn how this transition has increased communication and unity across the OnDeck team allowing them to drive top line initiatives in a more collaborative way.

The people to whom you market are incredibly diverse. You want to create genuine connections with them, but how? Hear from two progressive marketers about what it takes to create welcoming and inclusive conversations with your customers…conversations that are relevant to them, in their languages, lifestyles, tastes, celebrations, challenges.

Join Contently and financial services company Brown Brothers Harriman for a discussion on how to create engaging and differentiated content for a fraction of what your competitors spend.

In this session you'll learn how to invest in your insights, create customer-centric content, and use data to make smarter decisions and improve over time.

Marketo and Google Cloud announced a new alliance in late 2017.  Still, in the first phase of our collaboration, Marketo and Google Cloud are working together to migrate Marketo’s entire marketing automation product infrastructure from on-premise data centers to Google Cloud Platform.  Currently, Marketo has begun to serve its SaaS product customers from Google Cloud.

The Marketo and Google Cloud collaboration also includes a Google Cloud AI integration, which helps marketers unveil new insights and depth to marketing activities.

Join Marketo and Google Cloud as we share highlights of our journey to serve Marketo’s customers from Google Cloud, as well as our plans for the future.

Get introduced to Marketo Sales Engage and learn how combining marketing and social insights with sales playbooks and analytics helps your sales and marketing teams align on shared goals, messaging and partner to engage customers in a meaningful way. In this session, we’ll cover product availability, getting set up, as well as provide an overview of the Marketo Sales Engage product roadmap. Marketers and sellers will learn how to drive more pipeline together. 

Take a guided journey through Marketo's breakthrough new user experience, which is designed from the ground up to help you work faster and smarter. Also learn about exciting new functionality that will help users be more efficient, including Global Search, Labels, Saved Smart List Rules, Bulk Actions, and much, much more. During this session, Marketo's product team will show you the power of the Next Gen UX and layout a vision for an entirely new Marketo.

The Engagement Nurture Program is one of the most useful and least understood features of Marketo. When used effectively, an engagement nurture can power everything from sales prospecting and ABM to customer lifecycle programs. Join Marketo expert Josh Hill in this special deep dive session, going beyond the product docs to learn the secret framework that helps you build scalable systems that automate your email communications. Learn how to take campaign requirements, translate them into Marketo, and build effective engagement nurtures. Josh will show you how to design a system which can manage 20 major campaigns in a week requiring only two hours of your time (versus managing four programs per week with 30+ hours of your time).

Join us to see a real life case of building multiple product lead scoring algorithms, engagement programs, and campaign strategies for an enterprise organization.  We’ll discuss:

-Marketo administration for multi-faceted global organization: lessons learned. 
-Building a scoring model: how to identify the right product groups and tailor the scores to follow your customer journey scenarios.
-Engagement programs: how to navigate between multiple product tracks.
-Predictive scoring models - ensuring resources are invested in the best areas.

Ever wondered how to get the most from your ad spend? Use the customer interaction data you have in Marketo to personalize your ad campaigns! All activity, persona and firmographic data that is tracked in Marketo -- including buyer stage, score, product interest and more -- is at your fingertips to use to hyper target your prospects and customers with precise offers. Join this session to learn about the use cases and benefits of connecting Marketo to Google, Facebook, LinkedIn and other ad platforms. 

Today we live in a world where people (contacts & lists) live in Marketing Automation and relationships (accounts) live in Sales Automation. High growth organizations need the two to communicate well to increase speed to lead and optimize revenue. In this session, LeanData will share tips and tricks on how fast-growing companies are leveraging their tools to maximize marketing which leads to optimized revenue.

TIBCO was working from a large database, and we saw that our deliverability score was decreasing, as were our open rates. In addition, our soft bounces were increasing — indicating to us that we were not being seen favorably by end servers. We were also hearing from our reps and customers that they were not receiving emails; this was likely due to the bounces/poor deliverability. Doing a full clean of such a large database was a long-term project, but we could not wait for that to be completed. Using best practices, we were able to quickly start to turn this around, reducing duplicates and limiting recipients to only those leads that were active with us. With this, we could analyze those who were inactive, and work on campaigns to get them re-engaged. These efforts also worked to improve our “credit” with various end servers, allowing our emails to get through to our important leads and contacts.  The results have been astonishing: we’ve reduced the number of emails we send by more than 50, increased our deliverability by 5%, and increased our open rate by over 150%. Soft bounces by over 67%! Decrease the noise, but turn up the effectiveness of your email programs!

Ever wonder if you’re the only one struggling with a specific marketing challenge, or if you’re even on the right track? 

Register for our education meetup to engage with other fearless marketers about the issues that matter most to you.

No set agenda – just a chance to bring your burning questions and share your knowledge and best practices with your peers. Don’t forget your business cards! 

Ever wonder if you’re the only one struggling with a specific marketing challenge, or if you’re even on the right track? 

Register for our financial services meetup to engage with other fearless marketers about the issues that matter most to you.

No set agenda – just a chance to bring your burning questions and share your knowledge and best practices with your peers. Don’t forget your business cards! 

Ever wonder if you’re the only one struggling with a specific marketing challenge, or if you’re even on the right track? 

Register for our healthcare meetup to engage with other fearless marketers about the issues that matter most to you.

No set agenda – just a chance to bring your burning questions and share your knowledge and best practices with your peers. Don’t forget your business cards! 

Ever wonder if you’re the only one struggling with a specific marketing challenge, or if you’re even on the right track? 

Register for our manufacturing meetup to engage with other fearless marketers about the issues that matter most to you.

No set agenda – just a chance to bring your burning questions and share your knowledge and best practices with your peers. Don’t forget your business cards! 

Ever wonder if you’re the only one facing challenges with your use of Dynamics CRM and Marketo, and if you’re on the right track in your approach? 

Register for our Microsoft Dynamics meetup to engage with other fearless marketers about the issues that matter most to marketers using MSD CRM and Marketo and to learn about the Dynamics CRM Virtual User Group!

No set agenda – just a chance to bring your burning questions and share your knowledge and best practices with your peers. Don’t forget your business cards! 

Join RollWorks as they explain why they’re taking intentional steps to prove the worth of their digital marketing campaigns so that each successive (and successful) campaign earns them the experience and kudos they need to execute a true ABM strategy.

How does an enterprise like Google Cloud work to create a seamless prospect/customer experience behind the scenes?

Something that may seem as simple as a form on the website becomes increasingly complex due to volume; volume of interest, products, marketers, and sales representatives and systems - all in a global, multi-language environment.

The answer was to collaborate across sales, marketing and operations to understand how people work today, gather those stories and align them to central processes we named ‘ULP’.

What started as a legacy processes with stop-gap measures and over-customization evolved into a more streamlined funnel with operational best practices. Marketing teams have a playbook to follow, Marketo Admins can route leads from disparate places, and sales can zero in on interested potential customers with a short turn-around time.

During our Session, we will discuss:

-High level overview of our system stack
-How teams worked before ULP
-How we solved issues with planning and organization
-How we implemented the solution from a technology perspective
-How we measure the health of the funnel
-What we’re excited to implement in the future

See how organizations leverage technology to scale their event marketing programs and maximize event ROI. In this presentation, learn how to apply the Cvent & Marketo solutions to:

-Run an efficient live event marketing program at scale
-Maximize the value of engaged face time with your customers & partners
-Track the ‘attendee journey’ to capture actionable insights
-Integrate event & attendance data with Marketo to prove and improve ROI

A solid partnership between marketing and sales is important when taking an account-based approach. From choosing accounts and personas, identifying success metrics, developing internal roles when targeting accounts to utilizing the right tactics for each account – sales and marketing must be tied at the hip. During this session, you’ll hear how Marketo has partnered with sales and marketing to launch and optimize a successful account-based approach. 

According to Forrester, 78% of digital sellers are outperforming their analog selling peers by +20% sales pipeline.

Why is that? Because these sellers are making connections where their customers are.

So, where does your sales team stack rank against your competition, or best-in-class?

Jamie Shanks, CEO of Sales for Life and bestselling author of Social Selling Mastery will walk through 3 sales tactics that best-in-class sellers are leveraging every day to meet their sales quota.

This highly practical session will also show you how your marketing team can hyper-accelerate the digital seller's success by:

- Leveraging insight, triggers, and referrals to improve speed to engagement

- Monitoring customer engagement to fuel sales with the right content, at the right time

- Humanizing your selling approach while collecting data to improve effectiveness

We all want to measure and increase marketing success and conversion to pipeline. However, without a strong measurable and optimized sales development process, your efforts will not always reap the rewards they otherwise could. Can you accurately call a campaign a success or failure if your Sales team didn’t follow up with the leads you passed over? The cold reality of B2B marketing is that it’s the interlock between your marketing activities and the sales followup that makes the difference and results in pipeline. Using native features in Marketo and Salesforce, you can see whether or not your campaign has been followed up correctly. If campaign A needs a 5 touch follow up, no problem! Marketo can show you if that’s happening. This session will cover initial response times on new MQLs, depth of follow up and sales touches, reporting and analytics against SLAs, and working in Business Minutes/Hours versus Total Minutes/Hours.

Creating an effective cross-sell/upsell marketing strategy begins with cross-functional collaboration. What kind of internal collaboration is needed to align your marketing efforts to the customer journey? How does the customer journey inform the development and execution of your cross-sell/upsell programs? Attend this session to learn:

• Where to start if you've never tackled cross-sell and upsell programs
• Who to involve cross-functionally as you build your cross-sell engine, and how technology can enrich your efforts
• Marketo's best practices for valuable and profitable customer engagement!

If you’re like 2 in 3 marketers, you recognize that personalizing content is critical; but then you also know, it’s damn hard to do — harder still as you scale to thousands of prospects. Aligning the buyer’s journey to customers’ growing appetite for personalized experiences is easier said than done - or is it? Join Randy as he presents an actionable framework for persuading prospects through the power of personalized content — from acquisition to sales enablement and ABM.

Marketers are united around building strong foundations of customer understanding, accelerating intelligence for engagement and automating execution.

The ultimate goal is orchestration of long-term, profitable conversations with customers - but this requires organizations to navigate their approach to analytics and customer data with confidence. This session will help marketing leaders advance their strategy concerning techniques like personalization, real-time decisioning, and event-triggering, among others.

In this session, Adam Sarner, Senior Research Director for Marketing Operations Strategies at Gartner will answer:
 

• What are the drivers for the connected conversation?
• How will multichannel marketing leaders create mutual value?
• What are the top technologies to focus on for acceleration?

Account-Based Marketing (ABM) is the most effective way to acquire high-value accounts, but how do you actually incorporate it into your marketing and sales strategies? When it comes to deploying ABM, it is essential that marketing works in lockstep with sales to identify and target key accounts, manage and engage named account lists across channels, and measure ABM programs to optimize results. In this session, learn how Marketo enables you to implement a successful ABM strategy across its Engagement Platform using Marketo ABM and other products.

Join this session to learn how to:

• Plan and launch a scalable strategy to target high-value accounts
• Engage accounts with personalized messaging across all your channels
• Drive more revenue with deep insights using account-based marketing

CA Technologies is a global enterprise software company and offers hundreds of products and solutions to help organizations go from idea to innovation faster. CA leverages propensity modeling with Mintigo’s predictive analytics and AI platform to identify the ICP of their ideal customers for various products and solutions, create high quality targeted accounts lists for ABM and outbound campaigns, and prioritize marketing generated inbound leads by incorporating propensity modeling in lead scoring. Brook Capps, Director of Marketing Technology and Demand Analytics, and Jill Ragsdale, Marketing Automation and Technology Principal, will share their experiences and journey on how they leverage propensity modeling, a successful rollout approach, and immediate benefits from a sales perspective. 

Much lip service is given to the idea of being “data-driven” but few organizations have a comprehensive vision for what that means, let alone a playbook to implement the foundational elements that would allow them to realize the benefits of a data-centric philosophy. In this presentation, we’ll share an architecture and process framework for developing a truly data-driven marketing organization, along with tools and templates to operationalize it from the CMO to the individual contributor.

• Discover what it means to embrace a data-driven approach at your organization
• Understand the role of both performance data and operational intelligence in marketing activities
• Get insight into the roles and responsibilities that help bring data to life

While marketers aren’t getting more hours in a day or rapidly expanding budgets, we are being

asked to rise to the challenge of transforming our strategies and tactics for today’s buyers who

demand more relevant, personalized experiences. So how do you create dynamic experiences

that do more than pay lip service to a customer-centric buyer journey? Learn how to use

interactive content to deliver real results at scale by giving your prospects what they’re asking for.

Today's business leaders expects marketing to deliver revenue and higher ROI. And yet, every day, we are getting asked to do more and more marketing activities that don't deliver either revenue or better customer experiences.

In order to bridge this gap, the fearless future CMO puts customers at the center of everything they do. Because brilliant marketing leaders know that by focusing on customer value, we deliver better business outcomes.

In this presentation, veteran marketer, inspiring entrepreneur and bestselling author Michael Brenner will show you how the future CMO is fearlessly revolutionizing marketing around the customer experience.

-You'll learn the simple trick fearless marketers use to push back on the things that we know won't work

-You'll hear how to take your marketing to the next level and engage your audience through storytelling

-And you'll walk away with a powerful framework you can use to rally the entire organization around the customer.

The Future CMO is already here. It's time to embrace the future.

Proving the value of your marketing to your organization is one of the top concerns keeping us marketers up at night. Unfortunately, there is no one universal metric. Some metrics are designed to reveal growth. Reports containing these metrics are for decisionmakers and are usually focused on growth versus revenue goals. However, those reports don't help operational marketers take concrete action because they're not specific enough. Metrics designed for more tactical purposes, such as proving success, engagement, or acquisition, are vital for the optimization of marketing programs, but decisionmakers find them too detailed and irrelevant because they don't show them the big picture. Many reports aren't useful for anyone, and marketers risk their reputations by relying on them. This session will help you examine the needs of your most important internal stakeholders, at all levels--revealing their secret and unique desires--and show you how you can be the hero by giving them the exact right report at the exact right time.

For years, Sales and Marketing alignment was non-existent, barely considered a strategic imperative. Then came the golden era of digital demand generation where Marketing could finally quantify their efforts, giving hope to the possibility of alignment. The reality was much different as Sales and Marketing became more siloed, relegating Marketing to delivering MQLs.

Now the account-based movement is in full swing and voila, sales and marketing alignment is here. The fundamental idea of an account-based strategy is to build the foundation for a coordinated, organizational effort to drive engagement and conversion against a mutually-agreed-upon set of target accounts. For organizations that have committed to the ABM process, alignment has become a reality and the business results have been extraordinary.

In this session, TOPO Analyst, Craig Rosenberg “the Funnelholic”, won’t just talk about the importance of alignment, he will share concrete steps needed to get there in support of ABM success.

Learn:

• The framework for ABM
• Specific blueprints for aligning business units and coordinating programs
• Real-world examples of successes and failures

There is a generational market disruption in data underway, which is fundamentally changing the way marketers approach how they run their account-centric programs. Today, savvy marketers are using AI platforms and advanced data platforms to create omni-channel campaigns for thousands of accounts by creating millions of personalized conversations. Attend this session to learn how marketers can transform their ABM programs by using AI and data to create micro-segments and deliver hyper-targeted experiences across multiple channels in a synchronized way. Learn how AI and data can fuel a 65% increase in target account engagement, 106% higher pipeline and 3x higher ROI in their marketing programs.

To the people that think keeping secrets is fun, why? And what about Marketo's secrets to running a world class demand generation engine? Do you think those are fun secrets to keep? Cue the spotlights and draw the curtains. I don't...and that's why we have an entire session dedicated to taking our best kept secrets and releasing them to the Marketing Nation Community! Backed by data, this session will dive into how we've solved the most challenging use cases plus give you few of our most influential a/b tests of last year. You'll learn: - How to leverage automation for everything from website visits to email deliverability to form abandonment - The Marketo Demand Generation testing methodology and how to confidently roll out changes that make a splash - Three influential a/b tests that reshaped our demand generation strategy.

There are multiple ways to do everything in Marketo, but if you’re like most of us, you don’t always know what you don’t know, and figuring out how to do something can become tricky business. The good news is you don’t have to rip your hair out deciding what works best for your organization. In this session, you’ll learn: The pros and cons (and compromises!) of how we’ve set up multiple Marketo systems to accomplish the same goal in different ways. Tips and tricks about what you know you need, but have been worried about tackling, including Data Management, Tokens, Global Forms, Campaigns, and Data Processing. What we wish we’d known going into Marketo so we could have set up better campaigns from day one. Plus, you’ll get recommendations on how to fill in any knowledge gaps so you can become a Fearless Marketo user and your company’s go-to source for automation expertise.

As marketing leaders attempt to lead their company in the engagement economy, the lack of a shared, unified view of the customer and their journeys due to siloed data, tools, and teams is the #1 reason they fail. How can you use Marketo to wrangle all your systems and point solutions to create a single source of customer truth? In this session, we will look at the bottlenecks and disconnects that block customer insight and go through a methodology for overcoming them. Learn how to break down silos by modeling, tagging, and schematizing Marketo and crossplatform data to create a single source of truth. Turbocharge your Marketo touchpoint, program, and channel reporting with a journey-based analytic framework that illuminates the entire customer lifecycle across platforms. Leverage data to uncover high impact opportunities and obstacles in the path-to-purchase and path-to-advocacy. Transform a fragmented tangle of touchpoints, programs, channels, and platforms into a unified story and learn how to use the data fearlessly to achieve new levels of customer engagement.

As a marketer, social media can help you develop relationships, establish a brand voice, promote content, and engage potential customers even before they’re ready to buy. The question is no longer whether to do social, the real question is how to do it right so that it measurably contributes to your business's bottom line. We’ve invited top Social Media Marketing Managers from Marketo, LinkedIn, Hootsuite, and Google to learn: -How to incorporate social media into all of your marketing campaigns -How to choose the right social platforms for your organization -Channel best practices, from content development to listening and engagement -The best ways to measure social media marketing to determine real business ROI

In almost every environment, marketing technology stacks are growing in size and complexity as more products are deployed and integrated, and teams throughout the organization embrace marketing technology in support of digital transformation initiatives.

Today, it’s not unusual to see enterprise organizations using more than 100 different marketing tools at any one time, and adding constantly as new technologies like bots, AI, or blockchain come forward.

With a need to integrate many of those tools, marketing stacks now look more like jigsaw puzzles than a tower of discrete building blocks. As a result, building and managing the marketing technology stack has become a tremendous challenge for many organizations.  

Leveraging the insights gleaned from hundreds of B2B and B2C marketing technology stacks, this session will deliver practical advice to help marketing teams:

• Establish a marketing stack framework and technology strategy
• Develop a methodology for sourcing and evaluating marketing technology -- including the latest technology like VR, bots and AI
• Collaborate around the implementation and adoption of new technology

A common best practice when deploying and establishing an effective integrated marketing automation platform--or even enhancing a mature environment--is to ensure there is strong alignment between Sales and Marketing. One of the ways to achieve this is to maximize the use of Marketo’s real-time alerts to keep sales informed in a timely manner. But many people don’t realize the power that these alerts can have when applying them to specific use cases or the kind of data and insights they can contain. After attending this session, you will walk away knowing how to: 1) Maximize the use of tokens – including “trigger tokens” – to populate your alerts with rich data/insights. 2) Create smart campaigns to populate “history” fields of key insights – including Sales Insight data (like Interesting Moments). 3)  Use alerts to ensure Sales is properly adopting your lead management processes. 4) Understand the kind of data that can be contained in alerts – including direct links to the lead records in your CRM. 5) Select from different types of alerts – like “MQL Sales alerts,” “campaign response alerts,” and “lead progression alerts”  to ensure both Marketing and Sales are working in tandem.

Good data. It's the cornerstone to effective marketing, but it requires rigor to stay on top of your database health! Join CenturyLink for a walk through their sizable Marketo instance and learn what they are doing upstream and downstream in 5 clear steps to maximize the data sitting in Marketo:

1. Clean: How to clean up what is in there right now
2. Purge: How to get rid of things you don't need to have in your Marketo instance
3. Merge: How to merge together leads to get to a single record
4. Maintain: How to not end up right back where you are in 6 months
5. Prevent: What you can do upstream to not send over dirty data to startThis session will take you through the CenturyLink 5 points of Data Cleanliness, and how to clean up a messy Marketo database. The points covered will include: 1. Clean: How to clean up what is in there right now 2. Purge: How to get rid of things you don't need to have in your Marketo instance 3. Merge: How to merge together leads to get to a single record 4. Maintain: How to not end up right back where you are in 6 months 5. Prevent: What you can do upstream to not send over dirty data to begin with This session will take you through the real-life example of the CenturyLink Marketo instance and what they are doing upstream and downstream to maximize the data sitting in Marketo

Very few organizations have it all figured out when it comes to the technology and related data infrastructure that underpin high-performing marketing operations. Every marketing leader needs more ROI out of their technology, and that starts with strategy.

So how do we approach our technology and data to best support a high-octane sales and marketing engine? And how does it all translate into powering initiatives like ABM?

In this session, three-time global Chief Marketing Officer and marketing operations expert, Jon Russo, will illustrate how marketing leaders can face down the threat of failure by championing smart, sound fixes to 5 of the most common data and tech missteps. He’ll provide real-world guidance on what’s needed to maximize ROI from your investment in martech, and help you face down your most common operational fears.

In marketing, as in Scrabble, some words are worth more than others. They're the words with the power to convince and convert -- the ones that drive marketers' success in emails, landing pages and content titles. And with mobile readership increasingly shrinking the physical space in those areas, a single word can make a sizable difference.

Discover 26 (yes, one for each letter of the alphabet!) persuasive words and copy constructs that you can easily use tomorrow to increase your read and respond rates. Hear about the scientific studies and in-market research supporting each. And leave ready to write more persuasive content.

In this fascinating, example jammed, high-energy session, you’ll:

• Discover why Herd Mentality and Urgency make people act without thinking, and learn how easy it is to use these powerful constructs in your marketing communications

• See how to use the surprising pulling power of the word “Because” to get people to reflexively agree with what you've written

• Find out which 3 words are scientifically proven to automatically attract readership - and where the most effective places are to use them in your content

Increased engagement.  Better conversion. Larger deal sizes.  That’s the promise of account-based marketing (ABM).  Who wouldn’t sign up for that? Unfortunately, some organizations are unable to make the necessary commitment to achieve these types of results.

In this session, Matt Senatore, Account-Based Marketing Service Director for SiriusDecisions, reveals the key elements that best practice ABM organizations have invested in and perform, and how that differ from lower-performing peers.  You’ll learn where organizations are focusing activity, tools and measurement for ABM and see award-winning examples from fearless ABM clients of SiriusDecisions.

Customer experience (CX) software suites aim to provide businesses with a seamless experience across marketing, sales, and service, offering a single view of the customer. But they can lead to a great deal of complexity: fragmented technology stacks that can contain upwards of 29 disparate point solutions.

That complexity creates a new opportunity—orchestrated customer engagement, which entails balancing new and legacy technologies to enable agility and collaboration in customer journeys; deliver actionable insights; predict future outcomes; and deliver continuous innovation.

Companies must ask themselves: How does a business make all of these point solutions work together? How does a business optimize existing investments and innovate for the future?

In this session learn:

• How fragmentation leads to customer experience failures and how to avoid them
• What is in store for the Marketing, Sales, and Service Tech Stack of the future?
• What is orchestrated engagement and how can it transform businesses?

Marketing today is caught in a limiting cycle of iteration and incrementalism. At the same time, marketing faces some of its greatest opportunities ever. Ask any marketing executive however about their take on things, and you’ll hear stories of marketing innovation and successful case studies. But there’s a stark difference between iteration and innovation.

World renown digital analyst and best-selling author Brian Solis has been on the front lines of innovation for over 20 years. His research consistently shows that executives (in most roles) are out of touch when it comes to outside disruption. This greatly hinders the long-term effect of strategies, models and methods simply because they’re rooted in bygone era. But everything must evolve to compete against progressive brands and startups. At the same time, many employees live life the same way that customers do as they disrupt markets. But at work, they’re held to legacy marketing playbooks, dated standards and unfavorable business metrics. It’s time for (r)evolution.

In this session, Brian show why this audience, you, are the hero who can save the future of marketing by building bridges between customers and human-centered campaigns and engagement. He will reveal the new hero’s journey for attendees to learn and unlearn how to innovate, truly transform and become the hero who ushers in a modern era of marketing that meets or exceeds the evolving expectations, preferences and behaviors of connected customers.

LinkedIn has spent years refining their strategy, learning from both success and failure. They say you shouldn’t share your house recipes with the world, but why wouldn’t we? We want content marketers to replicate our success! The Secret Sauce: How LinkedIn uses LinkedIn for Marketing provides an exclusive behind the scenes tour of our process - how we use each tool in the LinkedIn Marketing Solutions toolbox. Every piece of advice is backed up with practical examples from our team’s experience. It’s packed full of the tips, insights and lessons for running highly effective campaigns.

So why is this Secret Sauce so spicy? We've packed in:

 -How our cross-functional teams work together to launch objective-based LinkedIn marketing campaigns from inception to post-launch
 -Exclusive products tips based on the results of real A/B tests
 -Tactical tips on campaign naming, bidding and budget management and targeting
 -Guidance on some of our latest tools to help you prove ROI on your campaigns

We’ve all seen the image: A brave little girl facing Wall Street’s famous Charging Bull.

In just 12 hours after her placement in New York City’s financial district, Fearless Girl generated more than one billion impressions on Twitter alone.

Hear about the creative strategy that brought the statue to life from John Brockelman, Global Head of Communications & Brand Marketing at State Street Global Advisors. Learn about how this strategy helped the firm – one of the largest asset managers in the world – take bold actions to promote greater gender diversity in senior leadership.  

Attend this session and hear first-hand:

• The innovative thinking and creative brief that gave rise to a now-iconic campaign
• Specific activation tactics across paid, earned, social, and owned media
• How the firm measured the business impact of Fearless Girl and weighed the risks involved in inserting their voice into the national conversation on gender diversity

A Visual Guide to Storytelling

Since the beginning of time, the visual sense has been at the heart of the evolution of all species.  Only in the last few thousand years have words become a part of our cognition.  Therefore it should come as no surprise that images and imagery register faster than words. As the internet emerged and become mainstream in the 90’s, words were at the center - the bandwidth wasn’t there to support rich visual imagery.  As speeds and cell phone bandwidth improved, naturally so did the internet.  A simple snapshot of today’s digital landscape reveals a world full of rich visual storytelling.  Everywhere you look it’s in your face.  Except in one dark corner of the digital universe - B2B Companies.  Why have B2B companies struggled so profoundly to catch up with the rest of the internet?  Why in the world of YouTube, RedBull, Instagram, and Facebook are B2B brands still publishing 5000-word whitepapers?  

This presentation will explore the world of visual storytelling - why it’s so appealing, why some marketers find it so challenging, and where to start with unlocking visual creativity in your marketing strategy.  It’s not just about pictures, it’s about taking complex subjects and rethinking them, and presenting them in a way that’s accessible in the Instagram era.  This session is not recommended for marketers looking to adhere to the status quo.

In this session, we’ll outline three distinct ways to measure ROI. The method you choose will depend on the data you have at your disposal, where it comes from, and which ROI questions you’re seeking to answer.

Get an in-depth walkthrough from the Platform Product Management team on how to get the best performance from Marketo by learning how it works – how Batch Campaigns are processed from Membership to Campaign Flows to Message Assembly and Email sends. We’ll walk through Batch Campaigns as well as Bulk Import/Export and what to expect in terms of performance. We’ll also cover troubleshooting performance issues and finally best practices (and ones to avoid.)

As the world’s leader in Enterprise Cloud Data Management, Informatica recognizes a generational market disruption in data is underway. Data powers digital transformation and the marketing team at Informatica lives and breathes that mantra. Attend this session to learn how Informatica transformed its ABM programs by Lattice Engine’s AI-platform and data-foundation to create micro-segments and deliver hyper-targeted and cohesive experiences across multiple channels.

There's a lot on the horizon with Marketo analytics. Come hear about how to piece together the marketing puzzle with Marketo's analytics solutions, including our wildly successful Marketo Performance Insights, groundbreaking AI offerings and more. This session will also unwrap technology updates to our various analytics offerings.

Understanding and reporting marketing performance doesn’t need to be complex or manual. Whether it’s preparing for a QBR or defending your budget, marketers need immediate ROI insights into each channel and program—when it matters the most. In this session, get a first-hand look at how Marketo Performance Insights (MPI) is changing the way marketing does revenue and campaign attribution throughout the industry with one, highly visual dashboard.

Join this session to learn how to:

• Explore critical performance metrics right at your fingertips
• Leverage data to optimize channel mix and marketing spend
• Easily showcase your team’s success to the C-suite

For marketers who are thinking about what’s next in their careers, the Internet affords countless articles and papers on professional development. But this talk is a bit different. It’s simple, practical – and full of actionable tips for making the best next steps in your career.  

CMO Joe Chernov relays the advice he gave to his team when he joined InsightSquared: “To have a lasting career in marketing, you need to be an 11 or a 12,” referring to the uniform numbers of two star New England Patriots players, each of whom is valuable for very different reasons: one for versatility, the other for specialization.

Chernov and his team have turned this simple tip into a 40-minute talk that can benefit all marketers, regardless of career stage or sports team preference, who are thinking about how to position themselves for an uncertain future.

Takeaways:

1. Why pursuit of the “T-shaped” persona isn’t for everyone
2. How to determine if you are in the right role based on your natural tendency toward versatility or specialization
3. What opportunities and challenges may arise depending on your bias toward versatility or specialization

We all want to use Web Personalization and ContentAI, but how? What's the right use case? How to get started? See real world examples of InZone campaigns (how easy and complex can you make it?), Widgets (do they really work?), Segmentations (what can you use from IP-based targeting versus extracting from Marketo?), email and rich template ContentAI implementation and usage (is it really that easy?), and new reporting (how do I know what to do next?). 

As marketers, if we create customer experiences that feel personal and human, that are founded on trust and delivered with care, we will win their hearts and minds. Though the GDPR doesn’t use these terms our goals are the same, namely to respect the rights of our customers and go on to earn their trust. To build and maintain that trust we, as marketers, need to be attuned to the how, when, and why our customers want to be engaged and respect their preferences. How we address these higher expectations around the collection, use, and security of the personal data that we routinely use in the course of our work is key and Marketo can help you meet those expectations.

Do you chalk your success up to luck, timing, or computer error?

• Do you believe “If I can do it, anybody can”?
• Do you agonize over even the smallest flaws in your work?
• Are you crushed by even constructive criticism, seeing it as evidence of your ineptness?
• When you do succeed, do you secretly feel like you fooled them again?
• Do you worry that it’s just a matter of time before you’re “found out?”

If so join the club!

Millions of people – nurses, engineers, business owners, and yes, even marketers – secretly worry they’re not as smart or talented as other people “think” they are.

It’s called the impostor syndrome. And if left unchecked it can lead to costly consequences to individuals – and the bottom line. Fortunately, there is a cure.

In this session you’ll discover:

1. Perfectly good reasons why even highly successful people feel like frauds
2. The single biggest difference between people who feel like impostors and those who don’t
3. The cost of the impostor syndrome to organizations
4. Practical strategies for interrupting the Impostor Syndrome that you can start using immediately to help yourself and your employees to interrupt the impostor syndrome and end needless self-doubt.

Putting together a strong marketing strategy is all about aligning the marketing tech stack with the marketing team for maximum efficiency. Doug Sechrist, VP of Demand Marketing joined Zenefits to turn their marketing into a growth factory. Doug will share his approach in strategy to revamping Zenefits tech stack by:

• Building out the right tech team
• Fixing the funnel by leaving no lead behind
• Measuring the right metrics
• Setting expectations for success