Marketing Nation Summit - Marketo
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Update from what you missed from our Marketing Nation Summit @ MGM in Las Vegas
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Marketing Nation Summit - Marketo
- 1. Marketo Summit EMEA RECAP Robert Gavin Director of Channels and Alliances EMEA Cathal Moran Solutions Consultant EMEA
- 2. Agenda • Attending Summit • Partner Summit • LaunchPoint Partner Programme • Roadmap/ Product Announcements
- 5. “People will tweet 10 minutes into a movie that it sucks. We are being forced into authenticity. What is the truth at the core of the product or service? The days of smoke and mirrors are over" - Will Smith
- 6. Partner Summit 2016 Growth. Innovation. Scale. Phil Fernandez, CEO Robin Ritenour, SVP Business Development Sanjay Dholakia, Chief Marketing Officer Nick Bonfiglio, SVP Product Development Steve Winter, EVP Global Field Operations
- 7. Page 7 #MKTGNATION Highlights from the Past Year • >100,000 leads delivered to partners from Marketo GoTo-Market programs and events • Regional Partner Days • Monthly Webinars including Early Product Announcements • Private Services and Technology Partner Portals • Expansion of the API Portfolio • Community Support • Solution Consultant and ProServ Deep Dives • Quarterly Sales Bootcamps • Enterprise and SMB Sales Partner Spotlights • Goto Market Planning with Alliance and Sales Teams • Co-Selling MARKETING PARTNER ENABLEMENT TECHNOLOGY PARTNERS SALES ENGAGEMENT
- 8. #MKTGNATION Partner Team Services Partners Partner Management (GAD) Partner Sales (RAD) Partner Marketing & Communications Technology Partners Strategic Tech LP ISV Partner Led Solutions & Strategic Enablement Co-Innovation COE Partner Operations & Programs
- 9. #MKTGNATION Partner Success Measures & Programs for Growth Scale Innovation Delivery (Capacity) Mindshare Customer Success MEASURES/ OBJECTIVES Co-Innovation & Vertical Solutions Co-Delivery (Fast Ramp) Enablement & Education @ Scale Co-Marketing & Mindshare Centers of Excellence
- 10. #MKTGNATION Core Elements Center of Excellence (CoE) • Creating Value and Demand • Industry / Vertical Solutions Key to Digital Transformation • Benefits • Unlocking New Markets • Creating Valuable Intellectual Property • Larger Services Engagements • Competitive Advantage • Driving Joint Thought Leadership and Transformation • Broad Market Coverage • Improved Margins • Core Elements • Governance, Support, Shared Learning, Metrics • Alignment • Change Management • Process Management • Best Practices INNOVATE SCALE DELIVER CENTER of EXCELLENCE
- 11. #MKTGNATION Make our joint clients successful, happy and willing references Build/Grow Partner capability by ramping knowledge transfer Partner Co-Delivery Make Digital Services Partners successful by adding Marketo expertise to projectsMarketo’s Partner Co-Delivery Program prepares our Digital Services Partners for success by providing access to Marketo expertise and experience. Make Digital Services team deeper engaged with Marketo by adding Marketo expertise to projects
- 12. Page 12 #MKTGNATION Innovating with Solutions Products Business Solutions Vertical / Industry Solutions
- 13. Page 13 #MKTGNATION Consumer Marketing: Sports and Entertainment
- 14. Page 14 #MKTGNATION Tech Partners: Services Partners: – Marketo Partners Engaged
- 15. #MKTGNATION • Enablement & Training • Sales • Product • Consultant • Co-Innovation and Co-Delivery to Achieve Revenue Growth • Certifications • Alliance and Sales Team Co-Selling Services Technology • Developer Consultation • API Early Access • Account Mapping, Co- Selling & Demo Capability • Web & Phone Support • Sandbox & Office Hours • Sponsorship • Community Support One Partner Program Structure
- 17. SAFE HARBOR STATEMENT Any discussions or statements regarding Marketo’s product roadmap and product features and functionality are for informational purposes only. Such information may not be current; product plans are constantly evolving and thus subject to change. The actual product release content and schedule may differ materially from what is in this presentation. Any purchasing or other business decisions should not be based on the delivery of any future functionality or features discussed or otherwise presented.
- 18. 2016 Roadmap Themes Analytics & Insights Next Gen Account Based Marketing Enhanced Enterprise Experience Mobile Engagement Marketer Experience Predictive Content
- 21. Extending the Data Model Custom Objects N:N (Winter 2016) • Custom Activities (Summer 2016) • Triggering/Filtering in campaigns • Email Scripting 2H 2016 MKTO People Course Catalog Enrollment 1:N - show me the courses each person took Lead ID Course ID Course Name 100 101 Basic Math 100 102 Advanced Math 150 101 Basic Math N:N - Show me all the people that enrolled in Basic Math….so that I can upsell them to a new Math class
- 22. • Asset level security • More flexible roles and permissions Enhanced Enterprise Experience 2H 2016
- 25. Analytics & Insights Next Gen 2H 2016 • Return on Marketing Investment (RoMI) Insights • Buyer Journey • Program Attribution and ROI • New Analytics Home Design
- 26. Account-Based Marketing • Manage • Account-centric data model • Engage • Target and nurture accounts • Monitor • Roll-up activities • Account based scoring • Analytics
- 29. Predictive Content • Machine learning • Leverage marketing assets and audience data • Recommend “next-best-content” across inbound and outbound channels
- 31. Marketer Experience • Innovate on core features • Market across channels, at every moment • Improve effectiveness and usability
- 34. Mobile Engagement • Engage customers on mobile devices • Create highly personalized campaigns based on user behavior or app actions • App development team not required
Notas do Editor
- +6,000 attendees +110 Session + 110 Partner Exhibitors Will Smith, Facebook, Wunderman, PR Newswire
- The theme for this year Marketing Nation Summit was “Tomorrow’s Marketer”. In the opening Keynote Phil reflected on what marketing looked like 10 years ago, when Marketo was founded, versus now. Marketers have transformed from being a service component of the business, with the purpose of feeding leads to sales and the perception of being a cost center, into a critical competitive foundation of the business with a seat at the revenue table. In fact, Phil shared that 86% of CMOs believe they will own the end-to-end customer experience by 2020. Tomorrow’s marketers have moved beyond striving for a seat at the table; now, they are trying to achieve nothing short of a digital transformation. And, it’s already begun. Marketers are already turning their attention and focus on the customer experience. They understand that if you can’t hear your customers and understand what they’re saying, there is no hope for transforming the customer experience. Marketers are already doing what is at the top of their CEO/CIO’s agenda, and that’s central to the competitiveness of your organization. But Phil challenged the audience, “If you’re tomorrow’s marketer, you need to think bigger—how can you layer this thinking and technology as a fabric across the organization?” We’re stepping into a new age where marketers are truly the change agents in transforming organizations around the customer.
- Monday: Certification morning, MCE and MCC testing and training Partner Summit on Monday + 400 people attendee Then a partner reception with all partners and exhibitors (day early) – mixer for Partners to meet each other and exhibitors BTW: this one slide was 51 slides by the team above – Main theme: Growth, Innovation, Scale – All a sneak peak into the Summit presentations, theme and knowledge (no Tweets!) Presentations by Phil Fernandez: Tomorrows Marketers, changing market place, learning from and partnering with the entire eco system Robin Ritenour SVP Alliances: Highlights from the past year (regional partner days, webinars, Partner Portal, expansion of the API and Community support, quarterly sales bootcamps, moving to a co-selling and planning model for the enterprise Sanjay Dhlokia CMO New Solutions and Customer Value Vertical solutions and offerings Steve Winter Executive Vice President GoTo market with Partners Scale with co-selling and co-delivered projects Nick Bonfiglio – SVP Product Development Topics covered: General Thank You! Going with Partners in Europe and defining verticals and segments will be very important going forward. Marketing with and through partners, extending the reach of Marketo with Marketing First partners. Engaging partners on services and complimentary services is key growth initiative, globally. All gave a sneak peak into what was being announced later at summit – project Orion, analytics & insights, ABM – all things Cathal will cover later
- After Intro…... What a year it has been for Partners and Marketo. Since last year’s summit where we first announced our new Premier Partner Programs, to today, we have had: Over 300 applicants to our Digital Services Program Added an additional +500 technology partners to Launchpoint Added over 150 Certifications, or feet on the street, across our services partners Launched a private partner portal on community with newsletters, webinars, and sales training Engaged in the field on larger and more complex deals Grown from 5 officially certified digital services parters to over 60 Held international Partner Days to further engage and educate the Partner Nation
- 3 key pillars to the partner programmes – supported by centralised groups in Marketing and Operations
- Metrics around the Scale of the Marketo partners Delivery capacity Marketing solution offerings Complimentary Technology offerings Defining the Vertical solutions Go To market for regional solutions Expanding co-marketing with partners Expanding enablement and education for partners
- Sanjay discussed our evolution as a company and how we partner to grow and scale this -
- Company: Owned by Tom Gores and Platinum Equity, PS&E comprises The Detroit Pistons, The Palace of Auburn Hills arena, DTE Energy Music Theatre, and the operating contract for Meadow Brook Music Festival. The organization packs a busy schedule that includes an 82-game basketball season and more than 100 summer concert events. Challenges: Facing stepped-up competition for entertainment dollars, PS&E needed a tech upgrade to deepen its consumer interaction and glean better insights into the fan-buying journey. Was leveraging the ExactTarget platform and was not tightly integrated with their Salesforce CRM, only being leveraged for batch and blast, and had little insight into how fans interacted with their different brands Were leveraging paper forms and creating a lot of inefficiencies Solution: PS&E’s deployment of Marketo’s consumer engagement platform supplied the consumer-oriented marketing infrastructure to deliver personalization at scale to their fan base of 3.5 million ticket holders annually PS&E uses Marketo to carry out ongoing campaigns to nurture potential season ticket holders before they’re ready to have a conversation with PS&E’s sales team. Marketo also automates timely communications when plans are almost up for renewal. They also offer reward programs to ticket holders, further personalizing and enriching the experience for the attendees. Results: Since moving to Marketo, PS&E has racked up a 90% success rate getting members to renew before their season memberships expire—the best in the company’s history. Increased YoY ticket sales by 30% Increased eMarketing revenue by 132% YoY
- Microsoft- One of Marketo’s largest and most sophisticated customers, leverages the power of our partner ecosystem with technology partners such as Sprinklr, Uberflip and Allocadia as well as Services partners like Wunderman.
- One programme to joint leverage benefits – Fully enabled training instances Maketo live for fast Demo’s Scale for coverage
- Note from our legal sponsors – keep in mind that the features and timeframes discussed today are subject to change Should not base any purchasing decisions on future functionality or features
- Enterprise - continue to support the enterprise by taking our platform to the next level, and addressing the needs of the growing enterprise Analytics & Insights - re-imagining of what Marketing Analytics ought to be for today's (and tomorrow's) digital Marketers based on the past 7 years of learning and how our marketers and marketing has evolved ABM - Help marketers Target high-value named accounts and existing customers Engage them across channels Generate more sales from them Predictive Content - Listen everywhere and enage anywhere powered by machine learning will help marketers maximize bottom line results by leveraging their marketing assets and audience data Mobile Engagement – continuation of what we started last year. Leverage cross channel data (web, email, social, mobile) to create and send personalized messages through the mobile channel Marketer Experience – Improved and delightful experience for marketer’s through innovation on the core
- Why ? In big organizations they usually have few instances of Marketo and they would like to switch between these instances in a very easy way as well as leverage the same ID instead of memorizing few
- Any org would like to be able to get full details on past operation. This may be for its own needs or for compliance reasons in enterprise. 2 use cases we are solving for, what it is not. TRANSITION TO SCOTT BEFORE CLICKING
- Our ability to model our customers business and leverage the data for upsell opportunities Whether there business is cars, courses, patients or products Udacity – everyone who has taken a Math course and we want to upsell them to another new type of course Fully API enabled Triggering off of changes to custom objects will be in a future release Custom objects will show up in middleware such as Informatica Examples: Can run upsell campaigns easily, for example Give me everyone who bought the basic version of product X and used it 25 times in the past month.
- Addressing the Enterprise needs is not a one release item , this is a journey… We are committed to keep improving and supporting the enterprise B2B and B2C needs in every single release.. I tried to give here direction and be less specific as we haven't finalized yet the plans. Control access to assets this will be address either by Granular permissions or by folder level access or by both the ability to control access to specific areas and assets in the system in a more granular way Federation – At this point as no decision was taken , I don’t think we should talk on federation. Saying that we do need to be ready to address questions around it.
- 8b 2014 4b 2013
- Descriptive Analytics
- Help marketers target high-value named accounts and existing customers , engage them across channels and generate more sales from them. Manage – Work with an account-centric data model - Discover accounts from lead database Group accounts for targeting e.g. Lighthouse Accounts, Top 10 Retail Accounts etc. Associate People to corresponding accounts (Marketo leads, CRM leads, Contacts) Engage – Target and nurture accounts or a group with personalization across channels (e.g. web, email, PPC, mobile, event) Monitor – Roll-up activities including anonymous activities at an account level Account based scoring ABM Insights to measure ROI Sales team access to relevant ABM insights
- Listen and engage powered by machine learning helps the marketer maximize bottom line results and
- Predictive Content for Web already in-market Predictive Content for Email targeted for H2 2016 Predictive within Email – using a predictive algorithm to determine blocks of content to recommend in an email. For example, we can recommend What this is not is Predictive “as an email” or predictive within Lead nurturing (best email to send within or outside of a lead nurturing track) Leverage firmographic and behavioral data to recommend Combines web listenting into the email response Future we will look at how we can use machine learning to enhance the customer engagement engine or just standard email
- Instead of having to create their own responsive email templates (or pay for a design agency or services engagement), customers will be able to take advantage of a collection of pre-built templates for use in Marketo. Free. Rather than preview templates one-by-one in new windows, customers will see dynamically generated thumbnails of their templates to speed up the email creation flow. Template developers will leverage a richer, Marketo-specific HTML syntax when coding new email templates. This gives developers extensive control over what editing functionality is exposed in the Email Editor. This new syntax will also be much more familiar to developers that are already building templates for other platforms like MailChimp, StampReady, Hubspot, CampaignMonitor, etc. Marketers that don’t wish to use Marketo’s Email Editor WYSIWYG will have a fully-functional HTML code editor available to them from within our Email Editor. Paste in your code and be on your way. Marketers can now use a WYSIWYG Template Editor to update/modify templates. If simple template changes are needed, users no longer need to be fluent in HTML/CSS. Recurring content that is used over-and-over again will be centrally defined. Brand colors, logos, addresses, and more should be represented in one location and available for use across Marketo. This avoids having to define this content at the template level, which causes painful update workflows. Basic email editing options are missing! Uploading images to use in an email, specifying an email pre-header, inserting emojis should be a breeze.
- Instead of having to create their own responsive email templates (or pay for a design agency or services engagement), customers will be able to take advantage of a collection of pre-built templates for use in Marketo. Free. Rather than preview templates one-by-one in new windows, customers will see dynamically generated thumbnails of their templates to speed up the email creation flow. Template developers will leverage a richer, Marketo-specific HTML syntax when coding new email templates. This gives developers extensive control over what editing functionality is exposed in the Email Editor. This new syntax will also be much more familiar to developers that are already building templates for other platforms like MailChimp, StampReady, Hubspot, CampaignMonitor, etc. Marketers that don’t wish to use Marketo’s Email Editor WYSIWYG will have a fully-functional HTML code editor available to them from within our Email Editor. Paste in your code and be on your way. Marketers can now use a WYSIWYG Template Editor to update/modify templates. If simple template changes are needed, users no longer need to be fluent in HTML/CSS. Recurring content that is used over-and-over again will be centrally defined. Brand colors, logos, addresses, and more should be represented in one location and available for use across Marketo. This avoids having to define this content at the template level, which causes painful update workflows. Basic email editing options are missing! Uploading images to use in an email, specifying an email pre-header, inserting emojis should be a breeze.
- Listen deeply, and speak across all channels Speak more strongly - could onl
- When you create an in app message, there are options to style the image, button, text areas, and background
- Create in-app messages that can be triggered by specific actions or personalized based on user behavior that allows mobile marketers to deliver tailored experiences inside their mobile app for each customer.