Marketo hosted 200+ local Boston marketers at the first of their multiple city Marketing Nation Roadshows. It’s an event filled with Marketo community insights, high energy and deep thoughts. We thought we’d share three.
1. Marketo is making a bigger ABM play than ever before. Earlier in the day, they announced ABM Essentials. This is where Adobe’s Customer Experience (CX) meets Account Based Marketing (ABM); we’re moving to an Account Based Experience (ABX) world with Marketo. Clearly, they agree with us that this is the year that ABM becomes real as more companies are looking to solve their ABM challenges. If you’re not sure where to start with ABM, you’re not alone, there is a staggering amount of marketers that want to do ABM, but have only dipped their toe in the water. Quick tip: start with a small pilot program with a handful of accounts and align with some reps that will provide the right feedback; rinse, and repeat!
2. Practitioners are taking things to the next level. Justin Sharaf and his team at LogMeIn are doing great things with their Marketo instance. We particularly loved the naming convention generator they created. Simply fill out a series of drop downs, hit ‘generate’ and out comes not just the naming convention for the program, but also the URL with all of the UTM parameters. Justin and his team are proving that, with smart processes and development, they can enable marketers to do great marketing and have an easier time of ‘coloring in the lines’ with naming conventions, thus keeping their instance tidy and organized.
3. “They get me!” Ann Handley is a true thought leader in the space of modern marketing. Her message of “doing marketing that doesn’t feel like marketing” really resonated with us. She challenges us to start with asking the question, “What does our audience need?” instead of, “What do we need as marketers (more MQL’s)?” This creates trust and affinity AND has your audience feeling like you really get them. It’s the quality over quantity debate. It’s about doing less, but obsessing over it. Doing less marketing is a hard pill to swallow for most, but it’s a game changer. We are big advocates of this philosophy.
It was a great event, and we enjoyed seeing so many clients, friends and new faces in the world of Marketo and B2B marketing. Do you leverage the power of Marketing Nation? There’s always room for one more.
