Marketo recently made their second pass in Seattle as a part of their 2011 “Rockstar” Tour. Zephyr 47′s Brian Hansford attended this event and posts this review. At Zephyr 47 we attend various vendor events and have also reviewed an Eloqua Customer Success Tour event in 2010.
Driving the Business.
Decision Making Information.
These are the major takeaway messages for me.
This is the second Seattle Marketo event I have attended and as a service provider focused on marketing automation, I was impressed with Marketo’s focus on how a marketing team can directly impact revenue with technology, sales and marketing alignment, and business process. Beyond the theory, real world examples and detailed analytics were provided. This event isn’t for folks who are simply looking for a standard AMA chapter lovefest. Bring your cranium. My interests lie more in how B2B marketers can have direct effect on revenue generation with best practices information on analytics. Marketo delivers in this series.
Marketing automation vendors, solution providers and customers, bloggers and “experts” take note. Marketo gets it. (Full disclosure, Zephyr 47 is not a services or reseller partner with Marketo.)
I will be honest, the Marketo team is incredibly smart and even though elements of this program were repetitive to the spring tour stop, I felt as if I emerged from an MBA lecture on Revenue Performance Management. In hindsight, the repetitive elements were very valuable because the revenue marketing message was reinforced with new high-value content.
Bottom line: I don’t care about platform features or cool infographics, tweets, or how vendors lecture press folks on op-ed pieces or the trendiest tradeshow exhibits. When I see bottom-line, real-world information and analytics and customer case studies, I sit up in my chair.
Marketo’s new Chief Revenue Officer Paul Albright provided a detailed analysis on how marketers can rise above the traditional activity-based mode of marketing with data (and colorful) examples of best practices on how to focus people and money on the right effort. Paul also showed concrete examples how marketers can find opportunities to align with sales, make course corrections, and use mathematical formulas to find what works and doesn’t when building a revenue pipeline.
After Paul Albright’s preso, a customer/sponsor panel discussed high level ideas on best practices. Smart folks I respect, but I didn’t garner a lot from their discussion.
The customer presentation was excellent featuring Egencia, which is the corporate travel division for Expedia. Both the director of marketing and sales director demonstrated the huge value and benefits of alignment. I found incredible value how the described the alignment process with people across departments. This is one of the most challenging exercises and Egencia pulled it off well. Additionally, Egencia presented how they use technology to develop conversations and ultimately grow revenue with intelligent prospecting. Egencia is a model worth following for any B2B org.
The highlight for me was Marketo’s Maria Pergolino’s detailed and transparent presentation on how she approaches revenue marketing with her team. A key takeaway was how Marketo looks at available content in campaigns and how leads and opportunities are influenced throughout a buying process. If some content falls short in providing lift, make a course correction. Test and retest. The formulas and ratios were very detailed and sometimes complex in showing how the right mix of timing, segmentation, and content could dramatically impact revenue. Especially important to me is how Maria showed marketers work through business analytics when asking for new headcount or additional budget. More than ever, marketers need to demonstrate how investments will impact revenue and the formulas and approach presented by Marketo and Egencia were impressive. If you get 10% more revenue, can you show the impact to the business? If you can’t, you’re in trouble.
Regardless of where loyalties lie with marketing automation platforms or vendors, I highly recommend attending the Marketo Rockstar events.
Zephyr 47, LLC