Welcome to Marketo Summit! It’s exciting, its fast paced, and you feel like the majority of of your peers from around the country are in the building. Time for some knowledge. Let’s start with the Keynotes, not only because that’s how the day started, but because they truly set the stage for what came after in the break out sessions.
I, like many marketers, need to be getting something out of pretty much every moment to be satisfied with an experience—especially if I am listening to someone speak. There is just too much to do and too many goals to hit to dedicate 100% of my attention to something that is just mediocre. Marketo Summit put some exceptional keynote sessions on the stage today. And I think the entire giant room was paying attention.
Right off the bat, Phil Fernandez, Chairman and CEO of Marketo, introduced the theme of this year’s Marketo Summit—Tomorrow’s Marketer.
Marketo started 10 years ago, let’s call this yesterday. In “yesterday”, marketing was what Phil called “a support function for sales”. Fast forward today where marketing is beginning to steer the —driving the creation and optimization of the customer experience. Looking ahead, Fernandez named four qualities of Tomorrow’s Marketer:
1. Tomorrow’s marketer deals with the entire customer journey. We collect data on inbound and outbound touch points with the customer, and come up with creative ways to guide customers through the sales funnel.
2. Tomorrow’s marketer is a technologist. Marketers today understand a full stack of powerful tools, and make sure those tools work together to help the organization build durable relationships at scale.
3. Tomorrow’s marketer has a seat at the revenue table. We are responsible for the driving factors like first touch acquisition, creating educational content, tracking engagement, and working with sales counterparts to ensure a seamless customer experience. Thus, putting marketing as an essential function of the organization, and something that the C-suite cares deeply about.
4. Tomorrow’s marketer needs to think differently. There are more creative answers out there to our greatest challenges. Marketers and martech companies need to think differently about the what the customer needs. Its no longer about the right message at the right time. It’s about being there with the buyer experience that a particular buyer wants, when that buyer wants it.
Yesterday’s marketer was all about inbound. Inbound marketing is still relevant, but its not the only story.
We are just catching up to the future of marketing. The future of marketing looks like a lot like the Marketo Audience Hub, and other technologies that expand on ideas like lookalike targeting. The future of marketing allows you to do things like take an initial list of say 20,000 leads, and generate a total of 1.4 million leads that look just like that initial list. The future of marketing means more efficiency, personalization, and authenticity.
Okay, I’m going to jump into the sessions here, but I promise I will talk about Will Smith toward the end. Yes, he did do ‘Gettin’ Jiggy With It’ before he started speaking and I’m still not over how awesome it was.
Tomorrow’s Marketer Has a Seat at The Revenue Table
J.J. Kardwell, President of EverString, talked about how marketers need the right technology in their new seat at the revenue table. He talked about technologies that are pushing boundaries like the Marketo Audience Hub and predictive marketing. These technologies can enable marketers to bring in more revenue by using data science and machine learning to make their efforts more personalized at scale.
Historically predictive marketing was all about predictive demand generation, helping you bring new accounts into your pipeline. And predictive scoring, which helps you prioritize existing pipeline. Both of these applications are important, but the future of predictive marketing is predictive segments. Predictive segments allow you to use predictive to understand which other companies that look like your best customers, and how you should market to them.
Jeremy Bromwell, Senior Marketing Director at Zenefits, told attendees that he turned to predictive marketing because he was looking for something to help his organization grow 50% month over month and feed a growing, now 300 person sales team. Zenefits depended heavily on Jeremy and his marketing team to help bring new customers into the sales funnel, and to help drive the right ones through to close. Bromwell sites the EverString Audience Platform as the tool he depended on most to achieve his company’s aggressive goals.
Tomorrow’s Marketers Need to Think Differently
Mitch Joel, Influencer and President at Mirum, echoed the Keynote in saying that marketers need to think differently. He talked about innovation and not just any kind of innovation—the kind that pushes boundaries on what is normal.
Let’s take Snapchat for example. Until Snapchat, there was no major technology that capitalized on the idea of “impermanent internet”. Think about it, the majority of what we post is permanent. From Twitter, to Linkedin, to Facebook it our posts are searchable forever.
Now think about your natural interactions—conversations you have with colleagues, friends, or loved ones. Those interactions are not being recorded. They just happen in that moment, and then they are a memory. That is what is natural for us. Snapchat is able to replicate the way in which we communicate in a much more natural way. This is just one example of how we can think differently. Companies like Oreo, AirBnB, and the meeting space rental company Breather, are other examples Joel gave of companies that are thinking differently about the way we do things.
Tomorrow’s Marketer Deals With the Entire Customer Journey
Michael Brenner, CEO at Marketing Insider Group and Author of the Content Formula, talked a lot about how to marketing can support the entire customer journey through content. He sited that stat we’ve all heard about how 70-90% of the buyer decision is made before the buyer talks to sales. And that those buyers are self-educating and self-selecting.
Content marketing is a key driver in building relationships with buyers throughout the funnel. Brenner says that content powers the customer experience, but we need to be more customer-centric. A lot of marketers are still talking mostly about how awesome their product is, when really most buyers initially want to consume things with cute puppies. And he’s right! We are having great success with our EverString bulldog mascot, Omlette. But his point wasn’t all about literally puppies (although people really do love puppies). Brenner pointed out that marketers need to build more top of funnel content to bring buyers into the funnel.
Tomorrow’s Marketer Is A Technologist
Maria Pergolino, SVP of Marketing at Apttus, talked about how today’s marketers are using technology, advocacy, and relationships to create complex marketing programs to win big and impact the bottom line. “Yesterday”, marketing and math didn’t go together. Now, marketing, data, and ROI are inseparable.
Marketers work with several tools across the brand, content, lead generation, ABM, advocacy, and creative spaces. Just look at the tech stack she showed!
Marketers have to understand each one of these tools deeply, how they work together, and how they impact the organizations bottom line. With tomorrow’s marketing stack, the marketing team can report out on their exact contribution to each deal and celebrate shared wins with sales.
I’ve already learned so much. And yes, Will Smith was seriously awesome. He talked about today, consumers can tell if something isn’t authentic almost immediately. He said, if you don’t love what you do, don’t do it. If you don’t truly believe that your product can help someone, don’t build it and don’t sell it. You may fail, but in the words of Mr. Smith, “fail early, fail often, fail forward.”