Speakers & Sessions

Marketing Nation Live, the B2B Marketing virtual event of the year, is bringing together marketers from all over the world on September 18 for a day full of inspiration, education, and social networking. With two inspiring keynotes and 15 in-depth breakout sessions from Marketo experts and customers, Marketing Nation Live will empower our customers and prospects to unleash their full marketing potential in 2020.




Practitioner Track

Karan Hari, Global Logic

How to Get Great Reporting Insights with Marketo Engage

All marketers know how important reporting and analytics are when it comes to their marketing strategies. Whether you want to track leads who have opened your emails, follow leads who have moved to the next stage in the buyer journey, or even check the overall performance of your program, Marketo offers you out-of-the-box reports that you can trust.

In this session, you'll learn:
  • How to utilize these reports to get answers to many questions regarding your marketing efforts
  • Look at some out-of-the box report examples to learn what data is available to give you a great perspective on your marketing efforts
  • How to get started immediately
Ashley Langford, Integrate

To All the Instances I Loved Before

It's time to declutter your instance! While it can seem daunting to jump into an unfamiliar or new Marketo instance, it's important to understand the most effective and efficient setup. During this session, learn the steps you need to take conduct a Marketo audit and diver deeper into your new instance - and how to optimize it effectively.

You'll walk away with:
  • How to conduct an instance audit efficiently
  • A deeper understanding of your instance
  • An actionable roadmap for optimization
Kyle McCormick, Palo Alto Networks

Streamlining Emails and Landing Pages Creation with Marketo

Regardless of company size, to gain effective and efficient results, processes and workflows need to be streamlined. The trickle up success effect will start to show when teams are able to work quickly and avoid repetitive tasks. One ways Marketo helps you streamline your work is through tokens and dynamic emails.

In this session, you'll learn:
  • How Marketo’s email, program, and landing page tokens will save time
  • How dynamic content can personalize emails by segment without needing to recreate the same email multiple times
  • How to use tokens in your emails and landing pages, and some helpful ways to use dynamic content
Chris Wilcox, Hartford Funds

Why The Right Tech Stack is Important to Drive Marketing and Sales Alignment

Marketing and sales teams need to align more closely than ever before to drive revenue. Independent of the size of your company, team, or the industry you're operating in, marketers need to tie their marketing efforts back to revenue. And it can't be done without the support from the sales team. No more working in silos. To truly get your marketing strategy where it needs to be, the marketing and sales team need to work in close partnership and the right MarTech stack is needed. While getting this process off the ground might seem daunting, it can be done.

In this session, we will break down:
  • The importance of your tech stack for ideal alignment
  • The need for a comprehensive view of all customer engagements across sales and marketing
  • Deep dive into lead scoring and how that will help develop the relationship with sales
Loren Posendek, Duo Security

Say Yes to a Daisy-Chained Smart Campaign

It's time for teams to stop spending too much time scheduling smart campaigns that are supposed to be running in a cadence. Learn how your team can harness the power of Marketo's request campaign functionality. During this session, two Marketo Champions will be showing how to use a series of campaign requests to completely automate program processing by order of operations in a repeatable fashion. This session will encourage you to take the time to select, setup, and organize your new technology to maximize the full potential of your investment.

Leave this session with:
  • An understanding of how to fully automate and scale processes
  • Key actions to help you plan for a successful implementation
  • How to simplify complex workflows into section for easier change management
Carissa Russell, Current, powered by GE

Say Yes to a Daisy-Chained Smart Campaign

It's time for teams to stop spending too much time scheduling smart campaigns that are supposed to be running in a cadence. Learn how your team can harness the power of Marketo's request campaign functionality. During this session, two Marketo Champions will be showing how to use a series of campaign requests to completely automate program processing by order of operations in a repeatable fashion. This session will encourage you to take the time to select, setup, and organize your new technology to maximize the full potential of your investment.

Leave this session with:
  • An understanding of how to fully automate and scale processes
  • Key actions to help you plan for a successful implementation
  • How to simplify complex workflows into section for easier change management
Jessica Kao, Digital Pi

Marketo Engage Practicum: Mastering A/B Testing and Insightful Reports in Your Nurture Programs

From the most basic nurture scenarios to the most complex, as marketers, we just want to know what’s working and what’s not. While there are many ways to build your nurture campaigns in Marketo, we believe there are some best practices when it comes to building your testing capabilities within those nurture campaigns. We will show you how to architect your way to success and what to consider when putting together your most engaging nurture program yet.

In this session, you will hear:
  • From Jessica who will share her expertise and best practices around A/B testing in Marketo Engage
  • Use cases from Jenn and how she built real-life testing scenarios into her organization's nurture programs
Jenn DiMaria, Digital Pi

Marketo Engage Practicum: Mastering A/B Testing and Insightful Reports in Your Nurture Programs

From the most basic nurture scenarios to the most complex, as marketers, we just want to know what’s working and what’s not. While there are many ways to build your nurture campaigns in Marketo, we believe there are some best practices when it comes to building your testing capabilities within those nurture campaigns. We will show you how to architect your way to success and what to consider when putting together your most engaging nurture program yet.

In this session, you will hear:
  • From Jessica who will share her expertise and best practices around A/B testing in Marketo Engage
  • Use cases from Jenn and how she built real-life testing scenarios into her organization's nurture programs
Natalie Kremer, McGraw-Hill

5 Tips for Operational Success with Marketo Engage

Implementing, organizing, and maintenance of an instance is a lot of work. Whether you're just getting started with Marketo or need help with your existing instance, one can never have enough operational advice and insights. From understanding program templates to ensuring high-quality campaigns, this session will be packed with concrete steps to action immediately.

You'll leave this session being able to:
  • Provide your team the education they need - at the right time
  • Set the groundwork for an organized workspace with folder structure and naming conventions
  • Ensure everyone is aligned for consistency and on-going success
Mike Madden, Marketo Engage

5 Email Marketing Gotchas & How to Beat Them

Since the start of email marketing in 70s, marketers have been trying to develop the perfect formula for success. From over-personalization to banned words, there never seems to be a shortage of advice. But how do win the hearts and minds of our prospects with email marketing? It’s time to stop searching for the quick wins and take the time to up-level your email marketing strategy for long-term success. From subject lines to segmentation to deliverability, this session debunks the 5 biggest email marketing gotchas and how to overcome them.

Leave understanding:
  • How to make emails a revenue-driver for your website
  • Which email marketing ‘best practices’ are holding back your emails
  • Why the ‘feels right’ subject line doesn’t always win—and how to develop a winning formula
Hayley Ferrante, Marketo Engage

How to Plan, Produce, and Measure Impactful Webinars

Rising above the noise can be one of the tallest hurdles a marketer has to face. Adding to that challenge is an audience demand for authenticity, clear messages, and proven results. One of the best tools a marketer has to reach his/her audience is developing a strong and engaging webinar. No matter your experience with this channel of communication, join this session to learn tips and tricks on how to design, implement, and deliver stellar results with your webinars.

Leave this session understanding:
  • Why webinars are vital to your demand generation strategy
  • The building blocks of a successful webinar
  • How to structure a webinar production timeline
  • How to measure success


Business Track

Richard Wasylynchuk, Visier

Centralized or Decentralized Marketo Instances - Pick the Right One For You

As organizations grow and scale, they become increasingly complex, and it can be a challenge to understand the best structure for your systems and processes. How you set up your Marketo instance – centralized or decentralized - will define your strategy and outcome. Learn about the pros and cons of each to anticipate challenges, solve them effectively, and scale your business.

Session takeaways:
  • What does a centralized/decentralized model look like?
  • Benefits and challenges of both
  • How to decide on the right model for your business needs
Beth Massura, UCLA

6 Tips To Make Your MarTech Implementation Successful

While it's easy to get excited about new marketing tools and the potential benefits they offer, getting started can be overwhelming. Understanding where to begin is critical: from choosing the right tool all the way to implementation. Taking the time to select, setup, and organize your new technology accurately will benefit not only your team but your ROI in the long run.

Leave this session with:
  • Understanding where your team should spend its budget
  • Key pointers to help you plan for a successful selection
  • How to properly implement your new MarTech solution
Jenn Steele

Take Off the Blindfold – Our First Year Using Bizible

Any leader needs to have visibility into where a team’s budget and the ROI on its spend is going. But understanding the ebbs and flows of working with a new solution can be a headache. Join Jen Steele, CMO of Madison Logic, as she removes the blindfold of tracking her team’s spend and ROI with Bizible.

In this session, you’ll learn:
  • Why marketing teams needed an attribution partner
  • How Madison Logic transitioned from a “sales likes it” ROI mentality to one driven by actual numbers
  • The unexpected “gotchas” that happen while transforming from traditional measurement to multi-touch attribution
Paulo Martins, Marketo Engage

Delivering Success Through Digital Marketing

According to a 2018 Neilson report, American adults spend over 11 hours per day listening to, watching, reading or generally interacting with media. That means companies are fighting more than ever for the attention of their customers and prospects. With budgets getting smaller, marketers can’t let their digital budget be a deterrent from success. No matter the channel, this session will help you make the most out of your digital budget and maximize ROI.

This session will show how to:
  • Implement digital campaigns across the entire funnel
  • Leverage intent data to reach the right audience
  • Get more out of video
  • Prove the digital marketing impact through reporting
Beth Massura, UCLA

6 Tips To Make Your MarTech Implementation Successful

While it's easy to get excited about new marketing tools and the potential benefits they offer, getting started can be overwhelming. Understanding where to begin is critical: from choosing the right tool all the way to implementation. Taking the time to select, setup, and organize your new technology accurately will benefit not only your team but your ROI in the long run.

Leave this session with:
  • Understanding where your team should spend its budget
  • Key pointers to help you plan for a successful selection
  • How to properly implement your new MarTech solution

Thought Leadership Track

Juli James, St. Edwards University

Leveraging Marketing Automation to Get the Competitive Advantage

More and more organizations are including marketing automation as part of their strategic planning. In fact, it's quickly becoming tablestakes and not just a "nice-to-have" tactic. And it's no surprise because marketing automation solutions quickly and efficiently help increase the significance of how marketing teams generate sales and drive customer retention. Join this session to understand how you can uplevel your marketing strategy by implementing marketing automation tools into your day-to-day marketing strategies so you can have the competitive advantage.

The session will look at:
  • Research carried out with Marketo users to understand how Marketo gives strategic competitive advantage
  • How people are using marketing automation tools like Marketo
  • The skills needed to be successful with marketing automation
Jeff Coveney, Digital Pi

How to Build a World-Class Marketing Team to Fuel Your Organization's Digital Transformation

For many B2B organizations, Marketo sits at the core of growth marketing initiatives. But understanding and marrying technology and people to achieve success can be a massive hurdle. To achieve the results you need, success starts with a stellar team in your corner. In order to get there, you may find you need to reorganize, hire, and/or outsource talent. But where do you begin?

In this session, you'll learn the seven roles that are key to building a world-class marketing team, and you'll walk away with clear next steps, including:
  • Setting vision with proper strategy
  • Aligning your team with organizational goals
  • Driving day-to-day success to avoid common pitfalls
  • Bringing insights to your business
Brian Glover, Marketo Engage, Adobe

Putting People, Experiences and Accounts at the Center of Your B2B Marketing Strategy

In the experience-driven economy, every moment and touchpoint matters, requiring marketers to know our customers more intimately than ever before, so they can set the stage for customers to create their unique and individual journeys. Account-based marketing (ABM) has introduced a new level of targeting and personalization to B2B marketing, but it’s been difficult to achieve and largely campaign-based, leaving holes in a truly end-to-end experience. In this session, Marketo experts will dive into an experience-first approach to B2B sales and marketing engagement, bringing together the best of ABM, inbound, outbound, lead management and more.

Join this session to learn:
  • What’s next in B2B marketing to help you drive growth
  • How to improve results from ABM initiatives
  • Practical tips to simplify your ABM journey
Mark Boothe, Adobe Experience Cloud

The Future of Social: Where Content is King…or is It?

For years, social media marketers have believed that “content is king,” but today, 60-70% of content produced by B2B marketing organizations goes unused. Learn how to cut through the noise and develop a targeted strategy with the right content, distribution, and measurement for your target audience.

Leaving this session, you'll learn:
  • How to maximize organic, paid, and influencer campaigns
  • Understand business-driving vs. non-business-driving measurement
  • Get more out of video
  • Get behind-the-scenes insight into Adobe’s wildly successful #HacktheBracket campaign
Gurdeep Dhillon, Marketo Engage

The Four V's of Demand Generation

Week after week, month after month, quarter after quarter, marketing teams are consistently tasked to develop and grow demand for their company. In fact, it’s become such a critical component that companies either thrive or fail based on the success of the demand generation engine. This session will remove the ambiguity around how to build a successful engine and provide actionable steps a team can implement immediately.

Leave this session:
  • Understanding of the four V’s of Demand Generation
  • Insider insight into the challenges they could create
  • Knowing how to capitalize on the opportunities they present

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Miss the other Marketo Secrets webinars?

No problem. Check out the recording/slides below!