8 Can’t Miss Sessions at Marketo’s Marketing Nation Summit

April 23, 2017

With more than 120 sessions and 6,000 attendees, Marketo’s Marketing Nation Summit is one of the biggest marketing events in the world. The brightest minds in marketing, advertising, IT, and more will come together in San Francisco from April 23-26 for four days of inspiration, innovation, and new connections.

If the summit’s massive agenda has you overwhelmed, don’t worry: We’ve gone through the list and found eight sessions you won’t want to miss.

1. General Session Keynote, Featuring Marketo CEO Steve Lucas

April 24

8:30am, Level 3

Few leaders have a background in business technology to rival Steve Lucas. Prior to joining Marketo, Lucas was president of SAP’s Platform Solutions, where he spearheaded the brand’s expansion into a range of technology markets. Steve’s session will set the tone for the conversations and innovation generated by the Marketing Nation Summit. For anyone eager to learn more about the intersection of marketing, sales, and technology, Steve’s depth of industry knowledge makes his session a must-see.

2. How Kapost Uses Treasure Data to Accelerate BizOps

April 23

6:45pm, Booth 811

Kapost has won awards for maximizing content marketing ROI for brands like LinkedIn and IBM. One of Kapost’s more impressive accomplishments has been its ability to unearth valuable insights that have traditionally remain hidden in organizational data siloes. Kim Wagner, director of customer success enablement at Kapost, and Lakshmi Ramesh, director of customer success at Treasure Data, explain how Kapost instituted a Live Data Management strategy to unify data and democratize access to enable increased collaboration and faster, better business insights.

3. New Amplification Strategies for Integrating Display and eMail Advertising

April 25

4:45pm, Room 2005/2007

In this session, Dana Cutter, senior director of marketing communications at Aetna, along with Lani Shotlow-Rincon, marketing manager for Aetna, explain how programmatic/display advertising can bring a fresh data-driven approach to your account-based marketing strategy. The pair will explain how integrating email, display, and social reach campaigns can improve ad spending efficiency and increase engagement with your top client prospects.

4. 2017: The Year of Tough Choices

April 25

2:30pm, Room 2001/2003

What content should you create, where should you distribute it, and how can you measure its success? Even brands rich with resources have to make decisions on where to put their focus. Marketing Insider Group CEO Michael Brenner provides a simple decision-making framework for allocating your marketing resources in a way that maximizes ROI. With just three easy approaches, Brenner will show you how to turn tough choices into easy decisions.

5. Paid Media + Marketo: Getting More for Your Ad Spend with New Integrations

April 25

3:30pm, Room 2022/2024

Are you using customer interaction data to personalize your paid ads? Marketo’s Brian Glover and Frank Passantino explain how data points like buyer stage, score, and product interest can help you identify top prospects so you can present them with relevant ads.

6. General Session Keynote, Featuring “The Late Late Show” Host James Corden

April 24

8:30am, Level 3

What does an actor and comedian know about selling a brand to an audience? Quite a bit, actually. James Corden has worked magic in his role at CBS’ “The Late Late Show,” increasing the late-night show’s ratings while also generating buzz through viral videos and simple innovations to a decades-old format. Corden can likely teach anyone in sales a thing or two about engaging your audience. Plus, you know you’re guaranteed a few laughs in this keynote session.

7. A LinkedIn Marketing Success Story

April 25

4:45pm, Room 2014/2016

How does marketing on LinkedIn translate to pipeline revenue? Andrew Spoeth, director of digital marketing at CA Technologies, uses his own company as a case study to explain how marketers can build audience-centric LinkedIn content, apply relevant advertising metrics, and use a multi-touch attribution model to close the loop on value to sales.

8. Content Marketing in the Engagement Economy

April 25

9:00am, Periscope and Facebook

In this live-streamed session, three thought leaders — Ardath Albee, CEO of Marketing Interactions; Michael Brenner, CEO of Marketing Insider Group; and Jeff Bullas, CEO of JeffBullas.com — discuss the trends that are transforming content creation, how marketers can remain relevant, and how to prepare for the future.

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