A high-energy gathering of over 7,000 marketers, Marketo's Marketing Nation Summit is considered by many to be a premier event in the marketing automation industry.
Focused on reinforcing its leadership, providing education, and fostering community, Marketo's goal was “Inspiration in the Nation,” seeking to inspire marketers as a whole — not just Marketo customers — while also fostering a sense of community. The company also sought to reinforce its leadership in the evolution of marketing, while driving business results and building peer-to-peer networking opportunities.
Our experience design process dreamed up three distinctly vibrant zones. First, an entrance area loaded with Marketo branding and fun digital experiences produced a sense of arrival. Next, a play and grow area served as home to breakout session spaces, a Fun Zone, and plenty of comfy seating and device-charging stations. A third zone focused on education. The Hall of Revvies honored winners of Marketo’s award for marketing innovation while allowing for organic product education. It also served as an entrance point for the visually impressive general session space.
Marketo's Marketing Nation Summit featured three keynote speakers — Arianna Huffington, John Legend, and Salman Khan, founder of the Khan Academy — ensuring there was something for all attendees, regardless of job title, industry, or relationship with Marketo.
Sponsor exposure and connections flourished thanks to the energetic expo floor and Partner Theater. Opportunities for engagement were at every corner, while smart social strategies revved up event visibility through consistent use of hashtags, a promoted Twitter campaign, the posting and sharing of videos, and a mobile app.
The experience was effectively extended into the evening hours thanks to the Marketing Nation Gala, which included dancing, interactive elements, a VJ highlighting sponsors and the inspiring summit theme — but the dance performance by Velocity stole the show. A “raining men” flash mob created quite the buzz, while there was a long line for a session with the Marketo fortune teller.
The program was brimming with energy from attendees, with many sharing insights from the summit via company and personal blogs and touting it as the best program yet.
Members of the media flocked to the Marketing Nation Summit, which generated 250 earned pieces of coverage. The event hashtag, #MKTGNation, was used over 15,000 times during the conference, while social interactions jumped 57 percent across Twitter, LinkedIn, and Facebook.
What’s more, the event came in 10 percent under budget, reflecting our commitment to guide Marketo towards consistently cost-effective solutions.