Session Guide for Adobe-Marketo Summit 2019

In this year’s big Marketo surprise, they announced they were merging Marketo Summit with the Adobe Summit on March 25-28.

Every Marketo User suddenly scrambled for budget and time in a couple of days and now we’re all back on track and building out great sessions.

Since this is my first Adobe Summit, I plan to go to a few of the advertising and experience sessions to learn more about Adobe’s martech capabilities outside of Marketo.

I am speaking once again, this time with Kelly Jo Horton of Docker on “Building a MarTech Stack to Make Your Marketing Sing” The session is about looking at your stack as a whole while managing vendor relationships for your benefit. If you have found yourself with too many tools with low ROI, this session is for you.

Marketo’s ability to integrate broadly with other solutions provides you a powerful platform, but to be successful, you need to know how to properly leverage each tool across a complex workflow. With over 7,000 MarTech solutions to choose from, making the right choices to ensure that you continue to up your marketing game is tough. The three main topics we’ll cover include:

• Map out your data and business workflows to uncover the systems and hidden rules driving your funnel and decide which tools you need (or don’t).
• Manage MarTech integrations, deprecations, and expansion projects with your Marketo platform.
• Think about RFPs and handle MarTech salespeople to know the right details about their system and understand how it works with Marketo

Adobe Sessions Marketo Users Should Attend

I’ve found many in MOPs are focused on Demand Generation, which often means “Not SEO or SEM” at many companies. Since Adobe has invested heavily in Ads to Website management, this is your big chance to find out what your colleagues are actually up to when they talk about Adobe Experience Manager and Adobe Audience Manager.

Why bother you ask?

Because if you want a full martech stack, you do need to understand more about “Upstream” methods and products. When I say “upstream,” I am talking about the tools that help drive traffic to your main website or tools that drive direct leads into Marketo. Downstream tools are your CRM (Salesforce) and your Product, Billing, etc.

Here are the Sessions I am planning to go see:

Optimizing Your Team for Cross Channel Marketing

Run by Bruce Swann (Adobe) and Saul Lopes (Dixons Carphone), talk about the team structure for cross-channel Marketing. I’ve actually thought about this a lot because I believe workflow is just as important as the story you are telling the world.

Delivering on the Experience Promise: a DMP Roadmap

In this session, Adobe and Princess Cruises discuss using the DMP (Data Management Platform) to unify data for a unified experience.

Delivering on the Real Time Promise

This is where Adobe and Equinox discuss using Audience Manager to build real time personalization and experience.

DMPs of the New Age

Adobe and the Discovery Channel team up to discuss multi device and channel experiences in a challenging data restriction environment. While most of us aren’t in TV or media, this could be an idea sparking session.

Marketo Sessions to Consider

5 Mistakes we Made with Digital Advertising and How to Avoid Them

With my good friends Jeff Canada of Segment and Jessica Cross of RollWorks, they will share their stories with AdTech and Martech. Those predictions of AdTech disappearing have not come true-yet. This is a great way to learn how to connect Marketo with Advertising, something I rarely see discussed more.

Reinventing Lead Scoring: Using Data Science to Market Better

This session is by Edward Unthank, founder of Etumos, the owner of this site. I am going to his session because Ed has often shown me paths I’ve not thought of and can expand upon in the future. As you know, Lead Scoring is a key topic and I’m curious what he has to say.

Building an Attribution Engine with Bizible and Marketo

This is a critical topic for every Marketo user and purchaser — how do you get to full funnel visibility? In this session, advanced users can learn more about the steps involved in using Marketo’s Bizible product.

Renovate or Rebuild? Marketo’s Own Journey to a New Instance

Paul Wilson of Marketo talks about how they rebuilt their Marketo after 10 years of use! This is a surprisingly common thread on the Nation and there are times to do this and times to not. I’m personally curious what Paul did here and what Marketo did differently than the advice given out on the Forums.

Hyper-Personalization: Engage Buyers with a Next-Level Nurture Program

Chris Vandermarel of PathFactory and Amanda Thomas of Etumos present on how to take your nurture targeting to the next level, and provide advice on how to master acceleration and skip logic. Engagement program tips and tricks make their way to Marketo’s agenda each year, and I am curious how other users are manipulating nurture architecting.

Scaling the Mountain: Marketing Operations in Global Enterprises

In this session, which appears to be more of a panel, Nokia, Palo Alto Networks, and Citrix discuss their instances, scaling campaigns, and teams to run MASSIVE organizations. I think about this one a lot and am curious how these three firms work.

Which sessions are you planning to attend?