Will Scully-Power

Marketo User Summit 2010 – Live from San Francisco
October 15, 2010, 7:36 pm
Filed under: #mktgcloud, Marketing Automation, Marketing Cloud | Tags: ,

The team at Datarati spent the last two days at the Marketo Global User Summit, taking place here in the unusually sunny and warm San Francisco.

This year over 600 Marketo users (Up from 175 in 2009) from around the world including Datarati customers Altium, Upstream Print, Sonar 6, and Time & Attendance gathered to learn and share best practices and insights in data-driven digital marketing.

What did I learn? Top 5

1.) Experience: Datarati customers using Marketo are some of the most advanced in the world!

2.) Justification: No longer can a marketer get away with not being able to justify their marketing spend and investments. Marketing Automation solutions like Marketo allow for you as a marketer to track all of your investments in paid search, paid display, email marketing, webcasts, events etc down to the actual closed revenue that these channels are driving for your organisation.

3.) Metrics: For marketers to gain a seat at the revenue table within their own organisations, they need to talk REVENUE i.e what revenue did the marketing team contribute to the business last month? and NOT campaign metrics i.e. how many impressions, click thrus or unique browsers did the marketing team’s campaigns contribute to the business last month? If you as a marketer can’t answer the REVENUE question, you need a marketing automation solution like Marketo. Until you implement a tool like Marketo, your seat at the revenue table will simply not exist.

4.) Attribution: Last click, first click and fractional attribution is worse then doing no attribution at all. David Raab’s presentation provided a though-provoking stance on campaign attribution. This stance was also echoed in the closing keynote from the industry’s leading figure in web analytics Avinash Kaushik from Google who stated “Agencies just make shit up when it comes to campaign attribution.”

5.) Growth: Marketo’s Co-Founder and Head of Marketing, Jon Miller talked about huge growth opportunity of the marketing automation space globally and congratulated Marketo customers for being in the top 2% of marketers globally who were using a marketing automation solution like Marketo.

Overall, this years conference really cemented in my mind the fact that our job in Australia, New Zealand and the wider Asia-Pacific region is clear. Seek only those clients who WANT to measure and demonstrate return on investment (marketing ROI) and prove the impact that those marketing programs have on revenue to their organisations.


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