Marketing Nation Summit 2016: Recap
May 20, 2016
Marketing Nation Summit 2016 was full of surprises, both of the Marketo and Fresh Prince variety.
From the time that nearly 6,000 marketers arrived in Las Vegas at the MGM convention center, Marketo had a full slate of activities, sessions, and vendor parties…and when all was said and done, Marketo’s stock price was up 25%, the future of the platform was laid out, and a bunch of marketing nerds got to hang out with Will Smith.
Vegas: Dealing with #lineageddon
Let’s start with what made this Marketing Nation Summit so much different than others. This wasn’t my first Marketo expo, and the temporary move to Vegas wasn’t without some issues.
I think people are finally realizing what an incredible value the Marketo Champion sessions are – since the sessions were PACKED the entire conference, with standing-room only crowds in whichever sessions didn’t immediately fill to capacity. Luckily, Marketo will be releasing the full session videos on their event website within the next couple weeks, along with the slide presentations from all of the great presenters.
Some of the benefits of moving the show to Vegas were also on display – including the absolutely incredible vendor parties. Big props to Everstring for their Summer Anthem Party, an outdoor party at the MGM Ultra that included a surprise reunion of DJ Jazzy Jeff and “exactly-as-awesome-in-real-life-as-he-is-in-the-movies” Will Smith.
— Michelle Hart (@michellenhart) May 11, 2016
Vendor parties aren’t just a chance for Marketo partners to show off how much money they spend on sales/marketing, they’re a great opportunity to meet other Marketo customers and practitioners to swap war stories and to network. This year, I noticed a lot of B2C companies sending representatives to Marketing Nation – a few universities and government agencies, too!
Marketo Changes in the Works
Halfway through my first day at Marketing Nation, I noticed something interesting. Marketo’s stock had shot up 25% in a matter of minutes! While I’m sure my presence at Marketing Nation is a highly sought after endorsement, I was surprised that analysts were so quick to adjust Marketo’s value accordingly.
Actually, it turns out that Marketo has been testing the private equity/strategic acquisition market, and shareholders were reacting to news that Microsoft and SAP might be interested in buying the marketing automation company.
This is huge news – and goes along with a few of the announcements that were made during the first day’s Marketo keynotes. Marketo is investing a massive amount of money in its platform. The “Project Orion” system that Marketo announced will be up to 100X as fast as the current platform, and will enable true enterprise scale for marketing automation – specifically the integration of marketing automation platforms with IoT devices and enterprise applications that might generate thousands of customer data points each second.
Marketo also announced that they’d begin rolling out a suite of products designed to enable “account based marketing” strategies – a marketing tactic that is becoming more prevalent in today’s B2B world, and one that might require a tighter integration with CRM systems such as Microsoft Dynamics (hint, hint).
So now what?
In the next few weeks, we will be diving into a few of the topics that were covered during keynotes, sessions, and workshops during Marketing Nation. I will highlight some of the industry trends that marketers should pay attention to, and how Marketo users can take advantage of platform features (and cool workarounds) to enable personalized and relevant content marketing at scale.
We look forward to covering everything from Account Based Marketing technology to personalization of content with tokens and dynamic snippets, and hope that our videos and posts will be valuable for Marketo customers and companies looking at adopting Marketo in the future.