Knowledge is power – right? Well then, I’d like to share my power by giving you some insights into what I experienced and learned at the 2016 Marketo Summit – below is a summary of all the sessions I attended – there was a lot of good stuff!
Dan began by giving a brief history as to why they adopted Marketo. Ironically, Dan and his team adopted Marketo was to reach LESS people. By that, he means that the very nature of Marketing Automation is to be able to use the data you capture to reach out to the right people, as opposed to blasting everyone at once.
He went on to explain how in order to get the most efficient use out of their Marketo instance, they needed to audit their entire technology stack to see which platforms might be serving redundant purposes, and which platforms actually integrate well with each other.
In this data-enriched session, Jay had 3 main talking points:
How our peers are using MA:
What you should be thinking about:
Brian Glover & David Meyers
This session took an in-depth look at Marketo’s Real Time Personalization (RTP) product and how to use it to display dynamic content to your website visitors. Since the goal of most marketing programs is to drive a desired action on your website, once you identify a person’s attributes, intent, behavior, profile, and/or firmographics, RTP can be used to customize their experience and present them with relevant content, offers or visuals. Marketo’s RTP seemed like a great tool to be able to segment key accounts for ABM and show those users different content based on their industry.
Jeriad took us on a deeper dive into the 4 R’s of personalization:
He aligned the idea of personalization to that of a stylist at a barbershop; someone who knows you, your preferences, and provides a very personal experience. He also talked about separating the DNA from the Genome – instead of “People who did this also did that” (being a segmented experience rather than personalization). You should break down the attributes of the product and find other products with those same attributes that you might be interested in.
GTM Payroll Services
Christine shared with us one of the most often overlooked sales tools: referrals. She reminded us how referrals can contribute to the sales pipeline, have a faster sales cycle, greater lifetime value, and higher conversion rate. Customers make great referrals because they deliver much more trust than you would be able to deliver with a cold lead.
The best referral programs are structured, easy and known (i.e. make your customers aware that it exists!). Christine mentioned that their referral program included a smaller incentive for the referral ($5 gift card) and a larger one ($50) when the referral becomes a customer.
And the biggest secret to getting more referrals? Ask!
After quite an impressive remake of the Fresh Prince of Bel Air theme song, Samantha gave us some great tips on how to identify problems in your Marketo instance. Some key things to look for:
All of these things not only lead to a poor experience of your users, but terrible reporting for your company. To fix these issues, start by figuring out what subscription of Marketo you are on, what features do you have but are not using, audit the list above and start documenting the process for the sanity of anyone who may fill your position down the road.
In this doom and gloom session, Vivi shared with us some hidden threats that may be lurking in your Marketo instance. Some key monsters to look out for: