Dynamic Content and Segmentations (Silicon Valley Marketo User Group, November 2014)
Transcript of Dynamic Content and Segmentations (Silicon Valley Marketo User Group, November 2014)
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Dynamic Segmentation
and Dynamic Content
Edward Unthank
Founder & Lead Marketing Technology
Consultant, Etumos
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Intro to Dynamic Content
Strategic Profiling Programs
Profiling Program Architecture
Intelligent Lead Nurture
Agenda
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Why
Scalable and robust
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Building an automated decision-tree for
marketing best fit
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How To Craft Your Marketing
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WHAT LEADS
WANT TO DO
WHAT WE WANT
THEM TO DO
TEACHES
ACCELERATES
EACH MESSAGE HAS TO HIT THE SWEET SPOT TO TEACH & ACCELERATE
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Dynamic Segmentation
Buyer Persona profile
Buying Stage
Pain Point/Product Interest profile
What: Dynamic Content
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AS-IS! COMPUTED!
Static Segmentation
Industry
Company
Location
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Dynamic Content Example
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Thank-You Tile – tailor
the CTA dynamically!
Personalized
recommendationsproduce greater content
consumption per person
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Ways to Create Dynamic Content
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NEW FIELDS DESCRIPTION EXAMPLE
Lead Fields
Assigning values to Lead Fields allows you to
use them contextually within emails and landing
pages.
Thanks for downloading {{lead.Last Content
Consumed:default=that last asset}}!
Dynamic SnippetsDynamic Snippets rely on Lead Segmentations,
and they can vary drastically.
<div class=“mktEditable”
id=“dynamic_snippet_placeholder_div”></div>
Program Tokens
Program tokens are dynamic based on the
Marketo program, and can also be inherited from
parent folders.
{{my.Email Header Image:default=<img
src=“http://www.etumos.com/logo.png”>}}
Email Velocity Scripts
You can take lead objects and custom objects
associated to script your own content using basic
programming.
Drawing graphs in tables from lead scores.
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Profiling Programs
Strategic business drivers for your marketing and
your marketing automation.
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3 profiling programs to rule them all:
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Buyer persona
profilingBuyer stage scoring
Pain point/product
interest profiling
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Buyer Stage Scoring
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Improvement upon linear behavior scoring:
100 points ≠ 100 points ≠ 100 points
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Buyer Stage Scoring
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Awareness of a problem Research into possible solutions
Consideration of how/who to implement solutions
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Buyer Persona Profiling
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Which buyer personas do your
prospects fit into?
Possible factors:
Industry
Role/Title/Function
Company size
Target Account list
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Buyer Persona Profiling: Examples
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Business decision maker IT validator
Delegated researcher
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Pain Point/Product Interest
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PAIN POINT PRODUCT
INTEREST
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DIY Profiling
Step-by-step information on how to build profiling
programs.
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Category A Category B Category C
Profiling Programs
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?
?
?
?32
100 P.T
ARBITRARY
TRESHOLD
Winner!
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Profiling Program Architecture
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FIELDS:
ARC –Awareness Score
ARC – Research Score
ARC – Consideration Score
SEGMENTATION:
Consideration
Research
Awareness
DisQ – Consideration
DisQ – Research
DisQ –Awareness
Default
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Profiling Score Triggers
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NEW FIELDS FIELD TYPE DESCRIPTION EXAMPLE
Clicks in PDF Behavioral
Tag all your content’s inbound links with
querystrings. Set up a trigger to watch
for them.
etumos.com?zs=a&zbp=a&zpp=b
Visits High-Value Page BehavioralThe obviously-categorized pages that
are strong signals of a certain profile
etumos.com/web-developer-guide-to-
responsive-marketo-landing-pages
Form Fill-Out Behavioral
When people download content, put
them into a static list and watch for
naming conventions.
List name = “DL (ZSa, ZBPb, ZPPa)”
Added to list, and list name contains “ZSA”
Visits Standard page Behavioral
The less-obviously categorized pages
that contribute small points toward
categories.
etumos.com/blog
Has Vertical Demographic
Some verticals fit more precisely into
use cases and therefore product
interests.
http://resources.yesler.com/rs/projectlineservi
ces/images/Yesler-Art-Of-Buyer-Personas-
Solution-Brief.png
Has Role Demographic Roles fit nicely into buyer personas.Learn how to bring sharper focus to your
marketing with buyer personas.
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Intelligent Lead Nurture
Take those profiling programs and apply them to your
lead nurture for best-fit marketing messaging.
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Nurture Setup
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LEAD
Marketo Flow Walkthrough
21Points accrue from awareness, through research, into consideration…
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Engagement Program: How It Works
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Each “Cast” happens at the specified timeSkips that piece of content for two reasons:
1. Email ID
2. Member of that program
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Programs in Lead Nurturing
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Is this an email or
program?
Has the lead received this
email based on its unique ID?
yesno
Send it!
program
Is the lead already a member
of this program?
yes no
Cast that
smart
campaign!
1
2
3
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Emails in Lead Nurturing
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1 1
2
https://app-abq.marketo/#EM6390ALA1
https://app-abq.marketo/#EM1758ALA1
UNIQUE ID 1
UNIQUE ID 2
If you clone an email, it is NOT the same email
CTRL + C
CTRL + P
If you copy and paste the contents so the HTML is identical, it is NOT the same email
1 1
2
https://app-abq.marketo/#EM6390ALA1
https://app-abq.marketo/#EM1758ALA1
UNIQUE ID 1
UNIQUE ID 2
CTRL + C
CTRL + P
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But My Emails Promote the Same Asset!
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Questions?
Edward Unthank (@EdwardUnthank)
Founder & Lead Marketing Technology
Consultant, Etumos