How to Make the Most of Marketing Nation 2017

Marketing Nation Summit is just a few days away. You’re probably starting to make your packing list, looking at the sessions and events you want to attend, and overall getting psyched for a fun, marketing-filled trip to San Francisco.

We’re feeling the same way. Summit is packed with great information and even greater marketers. The problem is, it can be hard to know how to take it all in—and to make sure you come home with actionable information for your marketing team. With a little prep work, though, you can have a great time and truly soak in some marketing automation expertise.

This is our 3rd trip to Summit, and we know a little bit about what you need to do to prepare. Before we launch into our own tips, though, get some advice from probably the most qualified person to dole it out – Steve Lucas, CEO of Marketo.

In an interview with our Senior Director of Marketing, Jon Pogact, Steve gave the following advice for optimizing your time at Marketing Nation:

“There are a number of ways to get the most out of the Marketing Nation Summit.

1.) Start thinking about how engaging with your customers and prospects can raise the lifetime value of your customer and build lasting relationships. The ‘Leading in the Engagement Economy’ theme was selected because it captures the new era in which we live!

2.) We are here to serve the Marketing Nation. MN is about hearing from you and other thought leaders. In other words, this summit is an industry conference where the best and brightest in Marketing gather to share ideas, best practices and discuss the current and future state of Marketing. So, bring your own thoughts and please share!”

So, without further ado, here are our 4 tips for making the most of your time at Marketing Nation.

  1. Go into the event knowing the current trends and what you want to pay the most attention to

As Steve Lucas stated above, the event has been given the theme of ‘Leading in the Engagement Economy’ to reflect the changes already happening in the marketing space. On top of this, Marketo has identified 7 other trends that you can be sure will be addressed at Summit:

    1. CMOs are thinking differently
    2. Your audience is changing
    3. Customer centricity is key
    4. Marketers need to evolve
    5. Analytics and data matter
    6. ABM is evolving
    7. Marketing Organizations need to adapt to win

Doing some research ahead of time will keep you from being totally overwhelmed by all of these major topics. Of course, they’re all important to marketers, but identifying the top 3 or 4 that will really affect your organization will allow you to have a tailored mindset in terms of what sessions to attend and what information to bring back to your team.

  1. Come with a plan for which sessions you want to attend

Along the same lines as the tip above, don’t wait until it’s too late to pick your Marketing Nation sessions. Waiting until you’re in San Francisco when you’re overwhelmed with options will be a mistake. After all, attending the sessions is the primary reason you’re at Summit, right? Take some time (right now, maybe?) to plan all of your sessions at Summit, and to nail down exactly what you want to get out of them.

Luckily, Marketo has split their sessions into 3 audience groups for your planning pleasure: Executive Sessions, Best Practices Sessions, and Thought Leadership Sessions.

You can also select your sessions by topic: Account-Based Marketing, Alignment, Analytics, Career Growth, Content Marketing, Customer Experience, Data Management, Digital Transformation, Marketing Trends, Marketo Best Practices, and Personalization.

Find all of the Marketing Nation topics here and start your Summit planning now.

  1. Take advantage of the talent pool at Summit with intentional networking

Aside from the expertise-filled sessions, the second-best source of knowledge at Marketing Nation is the people. Summit is stocked with the best and the brightest in the industry, and they’re there to talk with you, learn from you, and work with you. Rather than wandering aimlessly around exhibitor booths, look into the sponsors and exhibitors now to plan your visits. For the networking events with other Marketo practitioners like yourself, write down your top three challenges, questions, and ideas about marketing automation to keep the conversations productive.

  1. Bring something back for your bosses

I don’t mean a souvenir, (but that would be nice, too!) I mean concrete knowledge and actionable strategies that will show the time and money invested in Summit was well spent. Whether it’s a presentation you can share with the C-suite or an action plan for your first 100 days back from Summit, distill all of the knowledge you gain at Marketing Nation into impactful ideas for your business.

Looking for a quick and easy way to do this? Sign up for a one-on-one consultation with Fathom and Marketo to gain strategic advice from the industry leader in marketing automation.

See You at Marketing Nation

We hope you’ll make the most of Marketing Nation—and we hope to see you there. Fathom will be at booth S747, so stop by for exclusive Summit Socks, Marketo expertise, and more!


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At Marketing Nation, Marketo will be hosting an ABM booth, and Fathom’s Brent Evans will be there to answer your Account Based Marketing questions. Read about it in our blog [Interview] Accomplish Account Based Marketing Success at Marketing Nation.

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