Tag: Marketo Summit

The Complete Guide to Marketo Roadmap Features from Summit 2017

Another year, another Marketo Summit in the books. And like last year, Cheryl Chavez and her team dropped some significant product updates and new features to the delight of both new and experienced users in the annual Marketo Roadmap (a.k.a. Customer Love) session. Here’s a quick recap of the new bells and whistles Marketo announced this year.

Core Experience – What’s Next With Project Orion?

It is no secret that Marketo wants to position themselves as the platform of choice for enterprise companies. Last year, Marketo announced Project Orion with this in mind. They focused on improving performance with Next Generation Munchkin to capture high volume web data and activities without restriction, and accelerated processing for things like Smart List membership, trigger campaign evaluation, list imports, and web activity reports.

Faster Campaigns

While Project Orion is being rolled out to customers, performance is still a focus on the Big Data Architecture Roadmap. Knowing that their most sophisticated customers rely heavily on trigger campaigns to execute in-the-moment engagement, their next phase on the performance roadmap is to have faster, elastic and scalable campaigns.

In his deep dive session, Ajay Awatramani, Marketo Sr. Director of Product Management, described the improvements using an analogy of trains in Grand Central – essentially, increasing the number of train tracks to increase the volume of campaigns (trains) being handled by the system.

Credit: Ajay Awatramani, Sr. Director Product Management, Marketo

Platform Insights

To give more visibility to users on their instance’s performance, Marketo also unveiled Platform Insights, giving marketers a self-serve overview of campaign health. They added features that help surface performance issues such as trigger execution bottlenecks and CRM sync throughput as well as preventative notification to provide performance impact as campaigns are being created.

Bulk APIs

Acknowledging that customers are looking for more API capabilities, there will also be updates to the API such as Simplified Bulk Data Transfer for moving person and activity data asynchronously. This update will include the capabilities to extract lead records by data range, static list, or smart list and activity records by date range and activity type. Use cases for these APIs include moving data into business intelligence systems, external data archiving and custom CRM synchronization. 


CMO Insights

This year the Marketo team wanted to make it easier for customers to show marketing influence to the C-Suite. They involved a CMO advisory board focused on identifying metrics that are important to executive teams and created CMO Insights. The new dashboard provides visibility into the strategic programs driven by the marketing team.

Credit: Marketo Summit 2017, Product Keynote

Marketing Performance Insights

Marketo wanted to provide analytics for every role in marketing. To help marketers show return on investment they created Marketing Performance Insight to optimize channel mix, identify best channels for acquisition and conversion, and to surface trends.

Credit: Marketo Summit 2017, Product Keynote


Want to know how you are performing against others in your industry? Marketo will soon provide benchmarking where you’ll be able to see how your data compares to other companies.

Web Insights

With the practitioner in mind, Marketo has reimagined the web activity dashboard. This gives users the ability to understand the audience and performance of their web marketing efforts. What are your best paths to conversion? What are your best converting sources? Web Insights aims to show you this information from both a known and anonymous perspective.

Credit: Christina Fuentealba, Lead Product Manager – Analytics Juice Up Session


Looking to expand their customer engagement platform, Marketo acquired ToutApp just before Summit. ToutApp integrates CRM, phone and email to help the Sales team prospect and manage accounts. It has capabilities to send templated emails and follow a workflow of sales engagement (they call this Tout Campaigns).  It will be interesting to see how the ToutApp acquisition and its similar feature set will affect future development of Marketo’s Sales Insight Platform (none were announced at Summit). Could we see MSI replaced by ToutApp and being sunsetted in future?

Account Based Marketing

Marketo continues to update its new Marketo ABM product this year. You can have account hierarchies that allow you to mirror those in your CRM, and custom fields that allow you to sync data between CRM and Marketo ABM.

Account Insights

To help sales reps take a more account-based approach to their prospecting, Marketo released the Account Insights browser plug-in. It highlights recent activity by account and provides engagement & pipeline metrics and interesting moments while browsing an account’s website. It can even surface the most active person on an account and their most recent activity. 

Credit: Marketo Summit 2017, Product Keynote

Next Generation User Experience

Last, but not least, and certainly garnering the most oohs and ahhs during the product keynote, Cheryl Chavez unveiled the new user experience.  They focused on making the design consistent across all of Marketo and took the time to make the UI more intuitive especially helpful for new users.


Credit: Marketo Product Team, User Experience Summit Session 2017

My Marketo

 The update will include a new reimagined My Marketo that allows you to customize the tiles and layout that you want see when you login.  It will even include the ability to engage with the support team right from the My Marketo and in the future the ability to add Partner widgets.

Marketing Activities

Marketing Activities will have an updated tree navigation that loads the most recently created or modified assets in real time and will include search options for tags (a lot of applause for this one), filtered views, and program types. They have included Mass Action Asset Expiry which means that you’ll be be able to schedule the deactivation of smart campaigns or unpublish landing pages.

 Credit: Marketo Summit, Product Keynote

Engagement Programs

The Engagement Program type has also gotten some great updates like supporting irregular cadence. You will have the ability to set the first piece of stream content to send right away or have different wait times between emails in the same stream. 

Blink and you missed it: Cheryl gave us a quick peek of a new feature called Adaptive Nurture. With the click of a button, you can set the engagement stream to automatically decide the best to content to send, when to send it (cadence) and on which channels.

Credit: Marketo Summit, Product Roadmap

Other new features include:

  • Tags – available for use on assets other than programs, such as emails, landing pages etc.
  • My Token Enhancements – token folders, image/link token types and enhanced search
  • Day/Week Schedule View for the Program Schedule View
  • Deliver in Time Zone for marketers who manage campaigns across global database  

In summary, the new user experience will appeal to both new and old users. Newbies will have an easier time learning and navigating the platform, and veterans will be happy to see that many of their ideas and wish list features have been developed. 

Wrapping Up

I’m looking forward to using these updates as they are released throughout 2017.  While I am excited to see the Marketo user experience facelift, as a long time user of Marketo, I am most eager to see platform performance improvements.  Did I miss any product updates that you are excited about?  Let me know! 

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The post The Complete Guide to Marketo Roadmap Features from Summit 2017 appeared first on Perkuto.

The Ultimate Marketing Nation Summit Survival Kit

We’re gearing up for the Marketing Nation Summit 2017 and it’s time to start thinking about what to pack — I’m not talking basics, like toiletries and socks, rather conference essentials people often tend to forget. I asked around our team to find out what everyone’s must-haves are. Here’s our ultimate conference survival kit:


Whether you’re going to Summit as a sponsor or attendee, you’ve been selected to represent your company at one of the most prestige events for the #MKTGnation. So show off your swag, paint the expo hall in your colors and wear them with pride.

Little Helpers

Summit agendas will be packed with sessions, meetings and after show parties you simply can’t miss. Be prepared with Tylenol, Advil or Underberg to cure headaches and hangovers, so you don’t have to suffer from FOMO at the next party.

For emergencies and little accidents, be prepared with a nail file, Tide to Go, band aids and blister bandages. If you hate early mornings like I do, you’ll appreciate the convenience of Dry shampoo.

conference survival kit little helpers

At the Expo

Unless you really need your laptop, it’s better to leave it in your Hotel room. A tablet or phone are lightweight and fit the same purpose. For quick notes during sessions or meetings, bring a notebook.

Constantly using your phone for emails and networking will tremendously drain battery power. A power bank for your phone allows you to charge it on the go.

If you’re flying in from another country, keep in mind that in North America type A and B plugs are common and you’ll need a travel adapter for your electrical devices.

conference survival kit Expo

Smartphone Apps

There are a few smartphone apps you’ll need to network, manage your schedule and follow all things Summit. Make sure you have these installed and ready to use:

Twitter – Attendees, sponsors and speakers will be tweeting throughout the entire conference. The official Twitter hashtag #MKTGnation makes it easy to follow keynotes and sessions. Be sure to check out @Perkuto for Summit news from our team.

LinkedIn – The LinkedIn app is an easy way to look up specific vendors or attendees, and connect with others on the go.

Email/Slack – Having your email account set up on your phone is a no-brainer in 2016. But since business doesn’t stop while you’re at the Marketo Summit, this app should be mentioned to complete the list.

The Obvious

I know I’m stating the obvious, but experience shows that conference attendees and booth staff sometimes forget their business cards. LinkedIn, lead scanners and the Summit app make connecting with other attendees easy, but good old-fashioned business cards still come in handy at times.

Sunglasses only require special mention for us folks on the East coast. It’s been winter here for too long and sunglasses are definitely one item that’s easy to forget.

What are your conference essentials? Let us know in the comments!

Six Tips to Get the Most Out of Your First Marketo Summit

2014 was my first trip to the Marketo Summit – and it did not disappoint! The Summit had some of the best keynote presentations I’ve ever attended, and the skills that I acquired were extremely useful and applicable to my day to day work. I had gone into the Summit hoping to get some answers to questions I had and to see how other companies were managing similar programs (life cycle, scoring, webinars, content, etc.) in Marketo. The session speakers were very knowledgeable and were easy to connect with. To this day I still refer back to the things I learned at last year’s Summit and the best practices have stuck with me ever since.

For Marketo users who haven’t been to the Marketo Summit before, I definitely recommend going. Here are some tips to help you get the most out of your first trip to Marketo Summit:

Select Sessions in Advance:

Look at the agenda well in advance and start deciding which sessions you want to attend. There are a ton to choose from and some of the ones you want to attend may overlap. It’s nice to have a list of sessions prepared in advance because space can fill up quickly, so if you already have an idea of where you need to be from session to session, you can guarantee yourself a seat.

You can find the agenda here and the speaker sessions here (the dates and times for the sessions are not yet available). The Summit sessions have also been organized into different tracks, that way you can select sessions based on the track that best suits your needs or goals (filter by ‘Series’ when viewing the sessions).

Arrive Early for the Keynotes:


Hillary during her keynote speech in 2014.

In 2014, Hillary Rodham-Clinton was one of the keynote speakers and the line to get into the session was massive. The second keynote was delivered by now former Marketo CEO Phil Fernandez and Beth Comstock, Chief Marketing Officer, GE. The messages shared during both sessions really made the audience think and I found them very relevant to many of the things we as marketers deal with, or have encountered on a regular basis. You want to make sure you arrive early because you don’t want to miss a single second of these sessions.

Get Social:

Not surprisingly, there are a ton of opportunities to expand your social network at the Marketo Summit:

  • Tweet from the sessions and from the expo hall
  • Instagram the fun
  • Use the Summit hashtags – #MKTGNATION

By using the hashtags and tweeting from sessions, you’ll gain more Twitter and Instagram followers, allowing you to connect with even more people at Summit. You might get a chance to meet some of them in person, but if not, it’s another connection to have. These are people that you find might be the ones replying to you with advice or a solution if you have a Marketo question that you tweet out from the office months after Summit is over.

Take Your Certification Exam:

With sessions running all day, every day, it’s easy to complete your certification exam during the Summit. The space is already set up for the exam, it removes some of the hassle of having to find the time to travel to a site, or take it online and find someone to supervise. This year I plan to take my exam as early as possible so that it can be crossed off my list and I don’t have to worry about it while trying to squeeze in sessions and other events.

Attend the Events:

Beautiful views from last year's fun run

Marketo has done a great job at making sure people have fun at the Summit. If running is your thing (and even if it isn’t), consider registering for the 5k Marketo Fun Run on Monday morning. Last year there was a great turnout for the run and it was a beautiful morning to be outside along the water. The run is free to attend, but there’s also an opportunity to make a charitable donation when registering.

It’s also worth planning to attend the launch party and the gala event. The events are a great place to connect with other Marketo users that can become valuable members of your network.

Be Prepared with Essentials for the Day:

You want to make sure you get the most out of your Summit experience, not spend it tethered to an outlet, or running back to your accommodations for something. Suggested items to bring during the day are a portable charger for your cellphone or tablet, business cards, and perhaps a couple of pens, light jacket, and a bag to carry some of that swag from the expo floor.

Have you ever been to the Marketo Summit before? If so, what are some additional tips that you would recommend to someone who is attending for the first time? Please feel free to share your advice in the comment section below.

PS: Perkuto is exhibiting at the 2017 Marketo Summit. Stay tuned for more info!

you can follow Lindsay at @lindsaybkhan