Pipeline Marketing Blog

12 Marketo Summit 2017 Sessions You Should Attend

By Bizible Marketing
Apr 11, 2017

Marketing Nation Summit is a massive event that attracts thousands of marketers to the Bay Area every year. It can be a little overwhelming, though, given there are over 120 sessions across the four day conference.

With this many sessions, deciding which to attend can be tough, so we’ve pulled out the ones that are most relevant to B2B marketers who are data driven and focused on optimizing the entire funnel.

Bizible has been cooking up an exciting experience for conference attendees:

  1. Win $10,000 at Bizible’s booth. We’ve brainstormed a number of ideas to get your attention and at the end of the day cash is king. Come by our booth (#P524), and play a casino game for your chance to win.

  2. Win a VIP dining experience for two worth over $1,000. San Francisco has thousands of options for food. Forget having to plan or decide what to do with your evening, we’re doing a sweepstakes for conference attendees here.

  3. Join us for the Call Your Shots Party. Enjoy food, music, and billiards at Jillian’s. More information here.

  4. Feature speaking session. A case study in operating marketing like sales, from CMO planning to demand generation. Find us Wednesday, April 26 at 9:30 am. Details below.

The Focus Of This Year’s Sessions

Taking a closer look at the sessions, here is what you can expect in terms of themes and topics. Marketo categorizes their sessions based on topic and we can see that Marketing Trends is a major focus. Marketo Summit attendees can expect to learn about the latest technologies and strategies used in today’s B2B marketing departments.

marketo summit sessions by topic chart-01.jpg

Additionally we can see there are multiple sessions that cover topics such as Customer Experience, Marketo Best Practices, Sales Alignment, and Account-Based Marketing.

Marketo Summit proves that it’s a valuable event given the coverage of topics discussed in their sessions.

Who Marketo Summit Is For

Marketo also tags their sessions with information regarding which job role it’s most relevant for. We can see that there is strong coverage for Marketing Professionals, Marketing Operations, and Executives.

There are sessions for a wide variety of professionals, such as content creators, B2C marketers, developers and sales teams, too.

marketo summit session by job role relevance chart.jpg

While Marketo Summit leans mostly toward marketers, there are also sessions for professionals who specialize in specific areas like paid media.

There are a lot of sessions, so how should you decide which ones to attend?

If you’re focused on revenue, performance measurement, and marketing operations we’ve compiled a great list of sessions to help you get the most out of the conference.

12 Sessions Revenue Focused Marketers Should Attend

Save the list below and make sure to stop by our booth (#P524 ) to talk revenue and attribution.

Here's a graphic for your Monday itinerary.

marketo summit 2017 sessions time schedule-1.jpg

1) Bringing Marketing Into HD: Operating Marketing Like Sales, From CMO Planning To Demand Generation

Where are we contributing to revenue? Will we hit our goals? How can we change the future? This session will answer just that with a hands-on walk-through of how TIBCO adopted a revenue-focused approach to measurement and planning, highlighting best practices and lessons learned.

WHO: Ann Freccero, Dir. Marketing Ops at Tibco Software; Brandon Isom, Dir. Marketing Analytics at Tibco Software; Thomas Been, CMO at Tibco Software; Dave Rigotti, VP of Marketing at Bizible

WHEN: April 26, 9:30 am -10:15 am

WHERE: Room 3014/3016

2) Account-Based Marketing: Yes, It Really is That Good (And Getting Better All The Time)

In this session, you'll hear the secrets we've found out from our SiriusDecisions clients and what we know works best:

  • Why ABM is so attractive to top marketing talent, and how it inspires teams to deliver exceptional outcomes

  • How to set goals and define metrics for ABM that reflect the reality of what the shift to an account-centric model requires, while also showing business value

  • What technologies make up the ideal ABM stack to deliver both quality and scale for your program

  • How to avoid the biggest ABM mistakes

WHO: Megan Heuer, VP, Research at SiriusDecisions

WHEN: April 24, 11:30am - 12:15pm

WHERE: Room 2009/2011

3) Analytics that Matter: The Right Report for Every Step of the Buyer Journey 

In this session, you will learn: The appropriate metrics for each stage of the buyer’s journey, What Multi-touch and First touch attribution mean, How Marketo uses attribution to tie marketing programs to revenue and pipeline, How to start leveraging the wealth of data in Marketo to improve ROI

WHO: Jessica Kao, Director of Client Services at Digital Pi

WHEN: April 24th, 11:30am-12:15pm

WHERE: Room 2018/2020

4) Profit Center Marketing: Aligning and Measuring Teams Around Business Impact

What does it take to transform your team from a perceived cost center to a business-leading profit center? How do you change focus, objectives, scorecards and even culture to align more purely behind business priorities you can buy a beer with? This session will cover best practices from marketing departments and leaders who have made that shift, along with an interactive discussion giving you new insights and a blueprint for managing that kind of change in your organization.

WHO: Matt Heinz, President/Founder at Heinz Marketing Inc.

WHEN: April 24, 1:15pm - 2:00pm

WHERE: Room 2006/2008

Add to Calendar: iCalendar  •  Google Calendar  •  Outlook

5) It’s Time to Leave the Lead-Gated PDF Behind: How to Engage Buyers with Interactive Experiences

In this panel session, you’ll hear from real marketers on how they have unleash their marketing programs with interactive experiences. In this session you will learn:

  • How to determine what content and campaigns you need to truly engage with your audiences

  • How engaging, interactive content creates more value for buyers, drives more engagement and accelerates leads into the funnel

  • Best practices for getting started -- the resources, tools, and team required to execute

WHO: Chris Saporito, Marketing Automation Specialist at Paycor; Seth Lieberman, Founder and CEO at SnapApp; Stephanie Kelly, Senior Manager of Marketing at Cisco

WHEN: April 24, 1:15pm - 2:00pm

WHERE: Room 3014/3016

6) Building a Strong Foundation: Using Marketing Data Management to Optimize Your Engagement Platform

Attend this session and hear how Panduit, a global provider of network infrastructure solutions, chose ReachForce, a leading provider of SaaS-based marketing data management solutions, to reinforce their database, adding important audience data points to optimize their marketing automation and personalization initiatives

WHO: Andy Caron, Marketing Automation Manager at Panduit; Craig Varljen, EVP Channel and Business Development at ReachForce

WHEN: April 24, 1:15pm - 2:00pm

WHERE: Room 2009/2011

Add to Calendar: iCalendar  •  Google Calendar  •  Outlook

7) Data-Driven Growth Marketing: Twitter’s Secrets to Success

Former Twitter growth team member Josh Aberant will share this rarely heard case study on how to implement growth marketing programs at all stages of the funnel – from acquisition through customer advocacy – in a data-driven way. Currently the CMO at SparkPost, Josh will also review the thinking, culture, team structure and programs required to build a data-driven marketing organization.

WHO: Josh Aberant, CMO at SparkPost

WHEN: April 24, 2:15pm - 3:00pm

WHERE: Room 2006/2008

Add to Calendar: iCalendar  •  Google Calendar  •  Outlook

8) What They Didn’t Teach You in ABM School

By now everyone knows that effective account-based marketing can improve close rates, shorten sales cycles and increase deal size.  But when it comes to real-world implementation, the best laid plans of marketing and sales often go awry. This example-packed session will point out some of the potholes that can impede ABM progress and dampen ABM effectiveness, and provide guidance to help your team avoid them.

WHO: Joe Chernov, VP of Marketing at InsightSquared

WHEN: April 24, 3:30pm - 4:15pm

WHERE: Room 2006/2008

9) Account-Based Funnel: What You Need to Know for an ABM Strategy that will Increase ROI

Join Craig Rosenberg, Chief Analyst from TOPO, as he presents the TOPO Account-Based Funnel which provides the framework organizations need to design, execute, and measure their account-based strategy.  

WHO: Craig Rosenberg, Co-Founder and Chief Analyst at TOPO

WHEN: April 25, 8:30am - 9:15am

WHERE: Room 2002/2004

10) Your CEO and You: The Marketing Metrics that Matter

How can you make sure your marketing efforts are driving against the #1 metric your CEO cares about: the company's growth? Join the CEO of MadisonLogic to learn:

  • How to identify the right metrics for your ABM program

  • Best practice examples from successful marketing programs

  • The risks for all marketers in not making this important shift

WHO: Tom O'Regan, CEO at MadisonLogic

WHEN: April 25, 2:30pm - 3:15pm

WHERE: Room 2005/2007

11) Tales from the Activity Log. How to Measure and Optimize Database Health

In this session, we'll share how the data in the Marketo activity log can be harvested to examine the overall health of your database. We'll share some of the many useful applications of this 30,000 foot view, including:

  • Monitoring the growth and decay of your lead database over time

  • Moving beyond communication limits

  • Understand how email cadence varies by region, segment, and more, using trends in lead behavior to improve scoring and segmentation. 

WHO:Jeff Shearer, Director of Marketing Automation at Nintex Pty Ltd

WHEN: April 25, 4:45pm - 5:30pm

WHERE: Room 2018/2020

Add to Calendar: iCalendar  •  Google Calendar  •  Outlook

12) Get Past The Noise: Building a Sustainable Data Management Strategy for Keeps

Whether you are responsible for demand generation, digital advertising, marketing operations or all of the above, the importance of great data cannot be overstated. This session will explore how you prioritize data initiatives and deliver quick wins to your team based on the learnings and tips from those that have traveled the path previously.

WHO: Kristin Johnson, Sr. Marketing Automation Manager, Jama Software and Sean Crowley, Director of Product & Customer Marketing, D&B

WHEN: April 26 9:30am-10:15am Room 2022/2024

WHERERoom 2022/2024

Add to Calendar:iCalendar  •  Google Calendar  •  Outlook

 

Topics: events marketing

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