Marketo Summit 2017: Sessions to Attend

By: Alex Greger  | 04/19/2017

We are so excited to be attending the Marketo Summit next week! Marketo's annual conference, Marketing Nation Summit is April 23-26th at the Moscone in San Francisco (the city by the bay) and has keynotes from inspiring leaders Queen Latifah, James Cooper, and Tyler Williams. We'll also be "singing in the car" with James Corden. We cannot wait.

Hileman Group is proud to announce that we were a Revvie finalist for the Overachiever award and that we support Cleveland Clinic (who was a finalist for the Transformer) with their Marketo efforts:


We are also very excited that two of our own will be speaking at the Marketo Summit this year!

1.  Healthcare Meet Up

Our Managing Partner, Brett Colasanti, will be leading a discussion around Marketing Automation in Healthcare, which includes industry trends we have seen while working within this vertical. 

Date/Time: April 25th @ 2:30 pm, Room 2012

Details: Interested in meeting like-minded marketers? Join this meet up to get to know other marketers and experts from Marketo who understand your use case.

2. From Marketing to Operations: How to Connect Your Nurture to Product Fulfillment with the API

Marketing Automation Team Lead, Alex Greger (yep, yours truly), will be speaking on a more technical topic, about using Marketo’s API to drive success for a product fulfillment program.

Date/Time: April 24th @ 2:15 pm, Room 2018/2020

Details: Utilizing Marketo and its API as a lead capture, qualifier and router can successfully build an ongoing product fulfillment program that connects nurture campaigns all the way through to product fulfillment using third party fulfillment companies. The example I will share was used to fulfill a sample product request for a sanitizing and cleaning agent for healthcare providers. In this presentation, you will learn how marketers (using a little custom dev help) can utilize Marketo and its API to automate and simplify a complex fulfillment operation that will save you time and money!

Top 5 Must-See Sessions

Other sessions and topics we are excited about for the upcoming Summit range from beginner to champion in just about every tactic or category of marketing. We have tried to narrow down the great list (hard to do) to our top 5 must see or attend – outside of our own, of course! 😉

  1. Fundamental Program Templates: Five Templates You Need to Scale Your Digital Marketing Efforts
    Speaker: Edward Unthank, Founder and Lead Marketing Technology Consultant, Etumos
    Date/Time: April 25th @ 2:30 pm, Room 2010
    Details: Feel like you’re building every new email program from scratch every time, and there just has to be a better way? Do you end up spending countless hours making minuscule, ineffective tweaks to CTA colors, line spacing, and subheadline length? There is a better way for you to create programs in less than half the time, reduce errors, and reduce SLAs to launch marketing programs for your prospects: program templates. In this session, we’ll cover off on the fundamental program templates that you need to scale your digital marketing in Marketo. There will be two categories: Core: Content, Emails, List imports Advanced: Webinar template, Event template We’ll be showing you the Marketo insides of these best-in-class templates, what we tokenize and why, and show you the literal templates you’ll be able to create to make your life easier (and scalable).
  1. Tales from the Activity Log. How to Measure and Optimize Database Health
    Speaker: Jeff Shearer, Director of Marketing Automation, Nintex Pty Ltd.
    Date/Time: April 25th @ 4:45 pm, Room 2018/2020
    Details: The activity log is Marketo's central nervous system—it powers your filters, triggers and reports—yet it can be used for so much more. 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.
  1. Analytics that Matter: The Right Reports For Every Step of the Buyer's Journey
    Speaker: Jessica Kao, Director of Client Services, Digital Pi
    Date/Time: April 24th @ 11:30 pm, Room 2018/2020
    Details: The right marketing analytics should show you what is working and what isn't to optimize for the entire buyer's journey. That begins with knowing what data you should be looking at and how to interpret that data to drive insightful business decisions. In this session, you will learn:The appropriate metrics for each stage of the buyers 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.
  1. It’s Time to Leave the Lead-gated PDF Behind: How to Engage Buyers with Interactive Experiences
    Speaker: Chris Saporito, Seth Leiberman, Stephanie Kelly
    Date/Time: April 24th @ 1:15 pm, Room 3014/3016
    Details: B2B marketers are engaged in a race to the bottom -- we rely too heavily on generic, lead-gated whitepapers as the cornerstone of our strategies. It all looks and sounds the same, creating too much of noise that is boring our buyers to tears. How does a marketer break through and connect in a real way? By creating interesting and engaging content that drives dynamic conversations with your prospects, rather than a static, one-way flow of information.
  1. What they didn't teach you in ABM school
    Speaker: Joe Chernov, VP of Marketing, InsightSquared
    Date/Time: April 26th @ 9:30 am, Room 2005/2007
    Details: By now everyone knows that effective account-based marketing, or ABM, can improve close rates, shorten sales cycles and increase deal size. And with the surge in content related to ABM, marketers are beginning to get a grasp on best practices. 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.

We have a whole team attending this year and will be spread out throughout the conference. Look for us hanging around our favorite partners in the Exhibitor Hall – you might find us at SnapApp, Oktopost, Klipfolio or any of the other great partner tables throughout the hall.  If you are attending, shoot us an email at [email protected], we would love to meet up over lunch or happy hour!.

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