How Demand Marketers Can Conquer the Chaos at #MKTGNATION

MarketoSummitSocial_LinkedIn_v0.1-220538-edited.pngI have a confession to make. I’m an introvert. My favorite sound is silence. I have an aversion towards large crowds. And I am not a fan of Vegas.

Yet a couple times a year, as part of my professional obligation, I shuffle off to these mad houses known as “marketing conferences.” They typically pack somewhere around five to ten thousand attendees into a massive conference center. The expo halls are an odd hybrid between an airport shopping mall and well-lit nightclub. The breaks are reminiscent of college days when everyone is simultaneously making a mad dash to get from one session to another. And by the end of it all, you feel like you need an extra week just to recover and download all the information you absorbed.

Six thousand or so marketers will likely share at least some of this sentiment come next Friday, when they return from Marketo’s Marketing Nation Summit.

But there is hope. I’ve found that the more prepared I am for an event, the less likely I am to get overwhelmed. So, partially for my own sanity, I thought I’d share some tips to help demand marketers conquer the chaos of #MKTGNATION.

Plan Your Sessions in Advance

With 115 sessions to choose from, there are bound to be a couple times when you're torn between where to go. You can find a list of all sessions here. But I encourage you not to try reading 100+ abstracts. Start by defining your Summit objectives and then align your sessions with those objectives. You can sort through the agenda by Series, Role and Level of Expertise.

Here are a few goals we find to be top-of-mind for #MKTGNATION attendees (and a couple sessions we recommend for each goal):

  • Perfect Your Demand Marketing Machine
  • Maximize Marketing Automation ROI
  • Stay on Top of Demand Marketing Trends


Perfect Your Demand Marketing Machine

The theme of this year’s Marketo Summit is all about helping attendees become Tomorrow’s Marketer. If you’re trying to get to all the sexy stuff like account-based marketing (ABM), predictive data and cross-channel experiences, but you still can’t figure out how to get the damn leads into Marketo fast enough to engage new prospects in real-time, here’s where you want to be and when:

Good Things Happen When Demand Marketing Gets Back 25% of Their Time


Speakers: Ashleigh Davis, Demand Gen & Marketing Ops Guru at Trend Micro
                   Scott Vaughan, CMO at Integrate
When: May 12th @ 10:30am
Where: Room 320
Why: Learn how Trend Micro used a carefully selected group of Marketo LaunchPoint partners to automate all its manual demand generation tasks (like list processing and data formatting) so the Demand Marketing team could focus on strategy and execution.

Maximize Marketing Automation ROI

Are you attending to learn how to get more out of Marketo? Check out the Champion sessions.  There are 12 sessions on the agenda by Champion Marketo users. A couple I would recommend:

Will It Scale? Tips and Tricks to Build Scalable Programs in Your Marketo Mansion


Speakers: Adam New-Waterson, CMO at LeanData
                   Jeff Shearer, Director of Marketing Automation at Nintex
When: May 11th @ 2:00
Where: Room 319
Why: The best way to deliver value in your role as a marketer is to come back with new tactics you can implement today to make a difference in your organization.
Marketo Pro Tips: New Ideas You Can Implement Today
Kristen_Malkovich.pngSpeaker: Kristen Malkovich, Solution architect at Perkuto
When: May 10th @ 4:30
Where: Room 311
Why: Demand Marketers are on the hook to scale marketing programs and drive pipeline. If you can learn from an expert exactly how to use your Marketo to do that, I encourage you to take advantage of the opportunity.

Stay on Top of Demand Marketing Trends

There are 11 Influencers speaking at Marketo on everything from Omni-Channel Experiences to Epic Content Marketing to Integrated Sales & Marketing Organizations.  If being in the know on marketing thought leadership is top of your mind, don’t miss these important sessions:

The State of Marketing Automation
Jay_Famico.pngSpeaker: Jay Famico, Practice Director of Technology and Services, SiriusDecisions
When: May 10th @ 2:00pm
Where: Room 318
Why: Understand the current state of marketing automation, emerging trends and capabilities and how to be sure you’re fully leveraging your marketing automation platform.
Hacking Marketing – Marketing Management in a Software World
Scott_Brinker.pngSpeaker: Scott Brinker, CTO of ion Interactive & Editor of
When: May 10th @ 3:30pm
Where: Room 313/316
Why: Get an inside view on management frameworks and concepts that'll help you control marketing technology without letting it control you.

Cruise the Expo Hall with Confidence


With more than 100 sponsors and exhibitors, the expo hall can feel a bit daunting. But with the best software and service providers that Marketo LaunchPoint has to offer, it can definitely be an important tool in identifying your next strategic tech partners.

Fortunately, the folks over at LookBookHQ have put together an easy-to-use map and visual guide of the show floor, and even broken the sponsors down into 13 categories. You can find the full map and sponsor breakdown here.

A couple stops we’d suggest making:

Get a Demand Marketing Maturity Assessment
Integrate has analyzed the evolution of hundreds of B2B marketing organizations – and helped them grow from lead generation centers to full on demand orchestration engines.
DemandMarketingCurve_800px_v0.1-380762-edited.pngWhen: During all Expo Hall Hours May 10th – 12th
Where: Meeting Room 12
Why: Get a complementary assessment of your demand marketing organization and identify the steps you need to take to build an agile and efficient demand orchestration engine. Book your session here.
Drive Results Through Omni-Channel Predictive Intelligence
Amanda_Kahlow.pngSpeaker: Amanda Kahlow, CEO at 6Sense
When: May 10th @ 6:30pm
Where: Partner Showcase Theater
Why: Learn how demand orchestrators are capitalizing on the promise of predictive intelligence to drive cross-channel visibility and grow pipeline. 

Recognize the Best in Demand Marketing

What would a marketing conference be without awards that celebrate the marketers who are accomplishing extraordinary things. Marketo’s Revvie Awards recognizes marketers and partners across 13 categories. The winners will be announced on Day 2 of Marketo Summit.

We’d like to give a special shout out to a few teams close to our hearts for being named finalists in this year’s awards. Our fingers are crossed for you!

  • Jenny Clegg @ CA Technologies – Marketo Masters, Marketer of the Year
  • Ashleigh Davis & Team @ Trend Micro – The Globe Trotter, Most Successful Global Rollout
  • Jason Seeba & Team @ Bloomreach – The Stack Master, Recognizing the Power of MarTech

Demand_Marketing_Badge-Transparent.pngThe opportunity to shine a spotlight on the best and brightest demand marketing doesn’t stop with the Revvies. Integrate has teamed up with Heinz Marketing to recognize the Top 40 Demand Marketing Game Changers. If you know someone who is challenging the status quo in B2B marketing, nominate them today – or stop by Integrate’s Demand Orchestration Central at Booth 607 and we can talk about what it means to be a #B2BGameChanger.





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