Last week I attended the Marketo User Summit organized by our partners at Marketo, who help us with the simplification of our marketing efforts. This year, their attendance more than tripled, with over 1,400 customers. It’s no wonder they were named the fastest-growing private company of 2011 by the Silicon Valley Business Journal. (You can see tweets for the event with the hashtag #MUS12.)
The conference kicked off with live deep-dive sessions of “Marketo University.” These were interactive, hands-on workshops and included pre-work for participants. The content was of a high quality and relevant, especially for advanced users. I wish I could have attend all of the sessions, and I had a hard time prioritizing them.
Some of the notable keynote speakers included Sue Bostrom, formerly CMO of Cisco Systems, Andy MacMillan, SVP, Products for Data.com and Salesforce.com, and Justin Gray, CEO and Chief Marketing Evangelist at LeadMD. Jon Miller, VP Marketing and Co-Founder of Marketo, led several break-out sessions and delivered an excellent presentation on the Lead Qualification process – after all, Marketo is best-in-class when it comes to SDR and sales teams.
My top five key takeaways from the Summit:
- Don’t do social, be social.
- The role of Marketing is shifting – make friends with Sales & IT.
- If you can’t report on it, why are you doing it?
- Less than 20% of inbound leads are “sales-ready” and typically need to be nurtured for 4 months.
- When talking to your CEO/CFO, provide details of the ask and how the expense will make a difference.
(My 6th learning was to find out how to clone myself so I could attend all of the sessions!)
The culmination of the conference, of course, was The Revvies award ceremony, where Marketo customers were recognized for their achievements in the innovation, leadership, success metrics and business impact categories. TheLadders was named the winner of the Most Dramatic Business Impact award in B2B, which is a huge achievement. We implemented the software in November 2011, and I’m proud to say it had immediate impact on business and culture across the sales and marketing teams.
Kudos to the teams here at TheLadders who made it happen!
Inga Romanoff is Director, Enterprise Marketing for TheLadders and the Marketo Regional User Group Leader in New York City with over ten years of marketing experience in the U.S., Russia, Europe and Asia PAC. Inga is responsible for strategic initiatives in developing the B2B platform at TheLadders.