I left my heart in San Francisco... Marketo Nation Summit 2014 To Whom Around 6,000 attendees 70+ sessions: marketing strategy, campaign best practice, Marketo tips & tricks Vendors: Bluewolf, Salesforce, Hootsuite, VidCaster, dozens more Keynotes: Marketos CEO Phil Fernandez, GEs CMO Beth Comstock, Former NY Senator Hillary Rodham Clinton Champions, Revvie winners and explorers To What Variety of Marketo users/How we measure up All about you theme Show instead of tell sessions Powerful Content Engagement focus Lead Gen/Engagement alignment New features Complementary tools Presidentially-inspiring speech about innovation Variety of Marketo Users How We Measure Up General Commentary millions sent in % users will delete a bad mobileMarketo ClientAverages (see EC Report) 90% delivery rate 12% open rate 1% clicked, 10% clicked through 2% hard bounce, 8% soft bounce SHOW Instead of Tell Sessions Power of Storytelling Dear Diary: A Content Marketing Makeover 90% marketers are creating B2C engaging content, 58% increasing content engagement budgets Think real time, especially on social. Frequent and active. Comment on blogs, retweet, be part of the conversation your students are part of. Tell true stories well. Customer is Hero. Use Empathy, Experiences, Inspiration; Be Useful & Relevant Best marketing doesnt feel like marketing. Give people a new way to look at something Use you, we, us instead of company name(s) Marketo 3 Years In: Banana Skins, Lessons Learned & Killer Campaigns Biggest Marketo Instance (290 users): Navitas Global Educ, 80k students/yr., 100+ colleges in 26 countries. 15 Marketo Admins, everyone else very strict permissions (singlesend) [Excelsior currently has 23 users (most are not active), 9 Admins] Banana Skins: IT not involved enough, Rolling out too fast, Ferrari Keys Handed to Inexperienced Drivers, Moving too fast because of overambitious CEO/Marketers, Dont Oversell Too Soon Take Time for Onboarding, Training, BuyIn Lessons Learned: Keep it simple/move slowly, Provide rigorous training w/specific to your company guide, keep it tidy, simple lead scoring, Use the features if only sending, dont need Marketo Killer Campaigns: Use of tagging, Alerts, Using right channels for right audience, Events (iPad app), Closing a Lead Zero to Hero: Building a Worldclass Mktg Automation Team Team structure Stressed importance of testing MUGS (Marketo User Groups) Idea I had during session of how to illicit advocates Marketo form that asks students and grads to self-identify as advocate w/options: 1 time telling of story, ongoing advocacy, contact with future students The {{my.Positive Adjective:default=best}} Session at Marketo Summit Personalization (27% conversion increase with personalized LPs using tokens) Form questions: Name = McE. My pet peeve when it comes to researching colleges is _____________.reads > Dear McE, we know {{xxxx}} is frustrating. Future student only a little personalization Student/Grad you should know me/that Repurpose. Repurpose. Repurpose. Why You Dont Need a Content Strategy Actually you do, but its not where you start Ant trap analogy Audience Strategy, not Content talk to why audience different not what is different (My Little Pony, Cereal, Taco Bell, Lexus) Fiskateers (scissors) - Sitelets & content marketing about gifts, crafting, scrapbooking Other Stand Out Sessions 15 Marketo Pro Tips: Advice You Can Implement Today Reporting & Analyzing Results Maximizing ROI: Advanced Lead Nurturing, Database Segmenting and Dynamic Content New Features SEO tool Real time personalization - Insightera My Marketo Campaign planning calendar Complementary Tools SnapApp Kapost Curata Uberflip Skyword Modo Labs Presidentially-inspiring speech about innovationeynote-hillary-rodham-clinton/eynote-hillary-rodham-clinton/ One of the many things Clinton spoke to was that our government needs to learn from innovation in tech and marketing. Government is behind the curve because it is risk averse. She asked How do you innovate if youre afraid to fail? ...target, personalized marketing is not just a trend - it is a game changer. Marketers finally have the tools and strategies to be revenue drivers and change agents, not unaccountable, tactics-focused, hunch-guided, cost peddlers. Modern marketing, when done smartly and passionately, transforms. Marketing is a team sport. Its not just about creating leads, its about creating long-term relationships... Questions?