Marketo’s Marketing Nation Summit brought some big announcements and innovations this week. Whether you attended the event or not, here are the 3 crucial things to know and remember.

1. Project Orion Promises Deeper Analytics and More Personal Touch Points

Marketo revealed their newest innovation: Project Orion. The platform is not yet publicly available, however when it is released, it’s going to make a big impact. Marketo cited a need for a whole new infrastructure as the inspiration for Orion. Performance, speed, and improved scalability are the big expectations of this new software. It was implied during the keynote presentation that Orion will be enabled to enhance the 1:1 personalization capability of marketers in business to business (B2B).

2. Predictive Marketing Is the Next Step in Marketing Automation 

Marketo is growing its Predictive Content application to include e-mail. They also added a new level of analytics to their email program called Email Insights, and built-up abilities for their Account Based Marketing (ABM) tools. The buzz about ABM grew this week with multiple companies releasing new programs aimed at enablement. All of this follows along the industry trend of a call for better personalization in B2B and better tools to accomplish this. 

3. B2C Levels of Personalization Are Coming to B2B

If the focus of these product announcements weren’t a big enough hint, the conversations at the summit certainly solidified the growing momentum of 1:1 personalization in B2B. From customers to experts, in each session the point arose that business leaders now expect marketing messages to speak not only to a product or service, but to a solution that meets a need within their industry. To drive that kind of lead generation and personalization, marketers are looking to their data to give them a better customer view and guide their next steps.

Do you feel like you’re getting the maximum use out of your marketing automation tool? If not, we can help you improve its ROI. Read more about our Digital Marketing Assessments here