And that’s a wrap!
Marketo Summit 2017 was a whirlwind of a conference—we’re not really sure how it all flew by so quickly. Over the past few days, we’ve taken a lot in as we’ve listened to and learned from some of marketing’s biggest and brightest revenue rockstars. We collected some pretty cool swag from our neighbors in the Expo Hall, got all done up at BrightFunnel’s incredible Barbers & Blowouts event, and danced the night away to Train at Marketo’s big party.
Earlier this week, we talked a bit about what we took away from Day 1. Now, looking back over the course of the entire conference, we have a few more big ideas to add to our original list:
ABM is still the acronym on everyone’s lips.
As expected, ABM was the hot topic at the conference, and just about everyone who took the stage had something to say about it. But what made it particularly interesting this year was that everyone approached it from a different perspective, and depending on the speaker’s focus, Summit attendees could learn about everything from how to better align with sales and track progress, to how to plan and create more targeted content.
During Joe Chernov’s session, “What They Didn’t Teach You in ABM School,” we learned that marketers have to choose between pipeline ABM, which supports the BDR team, or sales velocity ABM, which supports the AEs. In one of the conference’s final sessions, “Create an Account-Based Marketing Strategy to Drive Consensus for Complex Sales,” content marketing queen Ardath Albee taught us how to build and connect the personas that can allow you to better infiltrate your targeted accounts. As we touched on in our last post, almost every presentation talked about the relationship between marketing and sales, from Lori Wizdo’s session about how to become a customer-obsessed team, to Matt Heinz’s session on how to change the cost-center perception of marketing. And Michael Brenner’s presentation, “2017: The Year of Tough Choices,” taught us how we can restructure our organizations to become truly customer-centric.
In one way or another, almost every single session that we attended taught us something different about how to become better at personalizing our marketing efforts for individual accounts.
Measurement makes the marketing world go round.
In the same vein as ABM, measurement was something that was featured in almost every session as well. Marketers are definitely in the process of figuring out which metrics they should track if they want to a) be seen as a contributing function within their organizations, b) align with sales and work better together to drive more deals across the finish line, and c) make smarter decisions when planning for future campaigns.
Marketo CEO Steve Lucas kicked the event off by mentioning measurement in his opening Keynote, stating that if we want to succeed in the “Engagement Economy”, we must all embrace our inner data scientists and learn how to make better sense of our results. Box CMO Carrie Palin continued the trend not long after when she said that metrics are what will bring everyone together to close the marketing and sales chasm. On Day 3, Matt Heinz took on the topic during his session, “Profit Center Marketing: Aligning and Measuring Teams Around Business Impact,” by offering his five keys to profit center marketing, two of which are purely metrics driven: quantify what success looks like, decide how will you measure it, and determine which metrics are important to you.
This year’s Summit made it very clear: marketers are hungry for the metrics that matter and eager to learn where and how to find them.
We’ve got to be our own biggest cheerleaders.
There’s no better show of marketers’ support for one another than at Summit itself. Everywhere we sat, stood, walked, or danced, we saw and heard people making connections—sharing professional advice, offering helpful suggestions, or simply introducing themselves to one another. You could sense in every room in the Moscone that we’re a group that not only learns side-by-side at conferences, but also lifts each other up and has fun together. And that’s because we all know what it’s like: it’s tough to be a marketer in this day and age!
Michael Brenner said it best during his session on Tuesday afternoon: we have to champion our colleagues, make sure their ideas are heard, and support them in their efforts because that’s the best way to make sure that we, as marketing teams, can experiment, learn, grow, and succeed. When we’re able to trust that our colleagues will be our champions instead of just following orders from the top-down, we’re more free to work together to execute new ideas, innovate our industry, and have fun with each other in the process. BrightFunnel’s Barbers & Blowouts party was the perfect example of this—our team brainstormed together and championed the brightest ideas, and it ended up resulting in one of the hottest after-parties at this year’s Summit (ICYMI, we rented out a trendy cocktail bar near the Moscone, brought in hairstylists, makeup artists, and barbers, and helped Marketo party goers primp and network before the big event!).
If we continue to help each other out and stand up for each other’s ideas, then the sky’s the limit for us marketers.
Between the sessions, the parties, and the overall vibe, this year’s Marketo Summit definitely fit its theme of the Engagement Economy to a T. This year, we learned a lot about how we can better connect with our customers and each other, and walked away ready to turn those lessons into actions that will help us thrive in our companies and careers.
Until next time!