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A #MKTGnerd’s Guide to #MKTGnation14

A #MKTGnerd’s Guide to #MKTGnation14

The Marketing Nation Summit, Marketo’s annual user event, is a week away and we can’t be more excited. With keynotes featuring Hillary Rodham Clinton and Beth Comstock, it’s one power packed agenda.

Here’s a look at five sessions at the Summit you can’t afford to miss.

What: Beyond The Marketing Chick When: Tuesday, April 8 at 9am Where: 2014-2016

The “Lean In” session at the summit – young female marketers can look to inspiration from Cheryl Chavez of Marketo, Maria Pergolino of Apttus and Michele Aymold of SilkRoad to discuss career growth, leadership and data.

What: Turbo-Charge Your Lead Engine with Predictive Lead Scoring When: Tuesday, April 8 at 10am Where: room 2018-2020

Okay, this one is a little self-serving but I am very excited for our session at Marketing Nation Summit with customer, CA Technologies. Our CMO Brian Kardon joins Beki Scarbrough, senior director of marketing automation and analytics at CA to uncover how to kick-start your demand gen by incorporating predictive analytics and data science.

According to SiriusDecisions, 94% of MQLs will never close. As marketers, what can we do to improve that conversion rate? Over the past several years, marketers have transitioned from the traditional arts and crafts department to modern marketing that is fueling by data and insight. Some of the most innovative marketers are utilizing predictive analytics to target the prospects and customers with the highest probability of purchasing similar to how Amazon is develop targeted product recommendations to consumers.

In this session, Beki will share CA’s remarkable story of rebuilding its demand engine with technology. By focusing on finding ideal customers with predictive lead scoring and reimagining its marketing tech stack, CA has improved its marketing qualified lead to sales-ready lead conversion rate by 400%.

What: Agile Marketing: Managing Marketing in High Gear When: Tuesday, April 8 at 3:30pm Where: 2014-2016

We are all tasked with doing more with less, as quickly as possible. Marketing nerd Scott Brinker of ion interactive will lead this session, offering tips on making the move to becoming agile. Keep an eye out for tips from companies that have mastered agile marketing in the following areas: planning, strategy, budgeting and metrics.

What: Generating the Most Qualified Leads with Real-Time Account-Based Marketing When: Wednesday, April 9 at 11am Where: 3022

Account-based marketing is certainly the new black. It’s been described as one of the hottest and most effective marketing strategies. Join Mike Telem, co-founder of Insightera and Kaushik Patel, Director of Online Marketing & Marketing Operations at BlueJeans to learn how Real-time Targeting and Personalization enabled an Account-Based Marketing strategy focused on target accounts from key verticals and named lists to generate more qualified leads.

Don’t forget to stop by booth #156 to participate in our #MKTGnerd photo contest and learn more about Lattice.

What: Secrets to Successful Influencer Marketing When: Wednesday, April 9 at 2pm Where: 3022

Influencer marketing is commonly used to help elevate a company’s profile, support thought leadership initiative and drive demand by relying on the sway or clout of individual influencers or groups. Matt Heinz of Heinz Marketing will share a blueprint with specific strategies, tactics, tools and processes to maximize the impact and ROI of your influencer marketing initiative. What sessions are you looking forward to?

   Image Credit(s):                Michael Caven                    

Written by

Amanda Maksymiw
March 31, 2014