Feature
LAS VEGAS — Some 6,000 marketers are attending Marketo’s Marketing Nation Summit at the MGM Grand Hotel here to debate the future of digital marketing — and actualize the warning to "never leave the side of the customer."
Marketo CEO and Chairman Phil Fernandez noted that the industry has evolved significantly in the 10 years since the company's founding. “Yesterday’s marketer was a cost center," he said. Today's marketer is "already data-driven” — and "tomorrow’s marketer never leaves the side of the customer,” he continued.
Digital transformation has broadened marketing from a siloed department to an integral spoke of a cross-functional wheel that also touches sales, customer service and IT. All of these departments have to work together to design the customer experience.
Marketing is more than just building campaigns. Today, marketers share the strategic planning with CEOs and CIOs, he said. "Today’s marketer is a crucial customer executive," he said.
Marketo News
Fernandez revealed details of a major upgrade to its platform called Project Orion, and also outlined significant investments in account-based marketing (ABM), predictive content and analytics.
Learning Opportunities
Webinar
Jun
6
The Future of Social Media: Emerging Trends and How to Stay Ahead of the Curve
The impact of emerging technologies like AI on social media
Webinar
Jun
7
The Building Blocks of Personalization
This webinar will explore how personalization can create powerful ecommerce shopping experience.
Webinar
Jun
8
Attracting—and Keeping—Your High-Net-Worth Investors
Join PwC to dissect their recent survey findings on a specific customer subset — high-net-worth investors.
Webinar
Jun
13
The Future of Contact Centers with AI at the Helm
Learn how to balance human intuition and interaction with the potential uses of AI to create delightful and lasting CX
Webinar
Jun
20
3 Steps to Unlock Your Customer Data and Drive Revenue
Discover how Twilio Segment’s #1 Customer Data Platform helps implement data-driven strategies.
Webinar
On demand
AI for Marketers: Optimize Personalization Across the Funnel
Understand the benefits of utilizing AI across your entire marketing stack
Marketo ABM
Marketo is combining ABM and sales capabilities in a single platform to bridge the gap between strategy and execution. The new offering, Marketo ABM, will be available this summer. Marketo defines ABM as an alternative B2B strategy that concentrates sales and marketing resources on a clearly defined set of target accounts within a market and employs personalized campaigns designed to resonate with each account.
Project Orion
Calling it Marketo's largest technology investment to date, Fernandez said Project Orion is a next generation platform that enables enterprises to scale and use analytics to interact with customers throughout the journey. To help clients "lay a digital fabric across the whole enterprise" while also delivering an enhanced analytics architecture, Marketo is building higher capacity, higher volumes and a whole new architecture. Already, 30 customers are participating in Orion and all Marketo customers will be on the platform by the end of the year.
Predictive Content
Marketo added an email channel to its Predictive Content application. Now marketers can leverage existing content for web visitors and include predictive content recommendations in outbound emails on top of the existing functionality, which was designed to amplify existing web content. Predictive Content discovers site content and uses machine learning algorithms to tell marketers about patterns and relevant content to show to shoppers on the web and email.
Analytics
Marketo revealed its newly designed Email Insights, an interactive and visual tool for marketers to analyze email performance. Fernandez called it the fastest analytics tool it offers, delivering instantaneous response times as marketers explore email performance across many dimensions, including trends and data points.
