Inspiration in the Nation

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    Marketo's Marketing Nation Summit
    Marketing, Operations, Business Development, and  Executives
    San Francisco, CA
    Experience Design
    Creative Development
    Production Management & Execution
    Technical & AV Management
    Conference Management
    Registration & Housing
    Sponsorship Activation
    Entertainment Marketing & Strategy
    Digital Media Integration
    Reporting & Results

Getting Inspired

A high-energy gathering of over 7,000 marketers, Marketo's Marketing Nation Summit is considered by many to be the premier event in the marketing 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. 

Starting Conversations

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 whose names speak for themselves: Arianna Huffington, John Legend, and Salman Khan, founder of the Khan Academy. The variety, breadth, and depth of speakers ensured there was something for all attendees, regardless of job title, industry, or relationship with Marketo.

Endless Engagement

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. 

Measuring Energy

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 event, 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. 

Sponsors reported a 100 percent increase in total leads, while the mobile app saw active users grow by 200 percent and in-app actions increase by 700 percent. What’s more, the event came in 10 percent under budget, reflecting FreemanXP’s vigilance about guiding Marketo toward consistently cost-effective solutions.