See and Be Seen at The Marketing Nation Summit
May 5, 2016
One of the first things that I noticed when I downloaded this year’s “Marketing Nation Summit” app was the incredible variety of sessions on offer this year. With more than 110 individual sessions, plus various workshops, vendor-led discussions, and the main speakers, choosing your path through Marketing Nation Summit can be overwhelming. The sessions that you choose will determine how much you get out of your trip to Vegas this year, so here are a few of my suggestions for some of the best opportunities to expand your Marketo toolkit.
ABM Success Path – Infrastructure and Campaign Secrets Unveiled
1:00PM on May 10th (Room 319)
If you don’t already know who Josh Hill is, you’re missing out on one of the best pieces of Marketo documentation available. A few years ago, Josh wrote the “Marketo Rockstar Guide“, a freely available manual that covers virtually every aspect of Marketo from asset creation to workspaces. When I was first learning Marketo, this was basically my Bible (back in the day when Marketo had MUCH shoddier documentation on their own website).
Anyway, account based marketing is on everyone’s mind – and for good reason – but it’s something that takes a few clever workarounds in Marketo to ensure that contacts within an account aren’t being given duplicate content and confusing user journeys. This promises to be a great session – and one with a number of actionable steps that users can take after they leave.
Beyond Basic Targeting – Building your Nurture Targeting Strategy and Proving Real ROI
4:30 p.m. on May 10th (Room 319)
If Marketo Champions had fan clubs, I’d definitely be a founding member of Edward Unthank‘s. Edward is one of the most technically savvy Marketo champions, and his sessions have always focused on providing tangible examples of ways that he’s used Marketo in unexpected ways to solve business problems for his consulting clients. Last year, Edward’s presentation on building a scalable token hierarchy changed the way that I organize my own Marketo instances, so I’m excited to see him take the same analytical approach to the nurture campaigns and engagement engine.
Nurture campaigns are a pretty obvious “next step” for Marketo users that are working their way up from the standard email “blast” platform capabilities – but they’re also hard to measure and even harder to justify to the C-Suite. For marketers that are worried their contributions are going unnoticed by the rest of the business, this session would be a great end to Day One.
Mo Marketo, Mo Money – How to Grow your Career with Marketo
9:30AM on May 11th (Room 319)
If you can get past the crazy title, this is one of the most interesting (and self-serving) topics for any marketing technologists and marketing automation specialists that are attending the conference. Sure, you may be looking for new ways of using Marketo to help your current company, but you always need to consider yourself and your career growth. Marketing technology is such a rapidly changing field…and marketing technologists are one of the most in-demand position at companies ranging from B2B software giants to political campaigns.
Whether you’re new to Marketo and looking to make it more a part of your career, or you want to know how to find other Marketo users to network your way to positions of leadership and success, this is the only session that focuses on you, the Marketo user.
Choosing your Sessions:
Marketo just released the 2016 Marketing Nation mobile app (check your email!), so you can choose your sessions and filter by a variety of topics – but don’t feel that you have to confine yourself to only the sessions that you registered for in advance. While the workshops tend to fill up early, most session are first-come first-serve, and you’ll always have the chance to watch the videos and slide presentations of most of the other sessions after the conference is over.
If you’re still struggling with your Marketo Session selection, let me help! I’m putting together custom Marketo Nation itineraries based on the job titles and experience level of registrants, and sending them directly to your email. If you’re interested in a specially curated list of sessions, register here and I’ll send you some of the best sessions, speakers, and “secret” events that will make this the best Marketo Nation Summit ever.