Dynamic Content and Segmentations (Silicon Valley Marketo User Group, November 2014)
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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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Why
What is segmentation/dynamic content
Strategy: How to implement business drivers
Technical/tactical: Building profiling programs
Agenda
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Why
Scalable and robust
3
Building an automated decision-tree for
marketing best fit
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Nurture Setup
4
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3 profiling programs to rule them all:
5
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 – part 1
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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 – part 2
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Business decision maker IT validator
Delegated researcher
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Pain Point/Product Interest Profiling
10
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Pain Point/Product Interest
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PAIN POINT PRODUCT
INTEREST
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How To Craft Your Lead Nurturing
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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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LEAD
Marketo Flow Walkthrough
13Points accrue from awareness, through research, into consideration…
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Winner!
AWARENESS RESEARCH CONSIDERATION
Buyer Stage Scoring
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?
?
?
?32
100 P.T
TRESHOLD
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Buyer Stage Scoring (Real Quick)
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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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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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Dynamic Segmentation
Next suggested resource
Lead status
Buying stage
Dynamic Content
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AS-IS! COMPUTED!
Static Segmentation
Industry
Company
Location
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Prep Time: Create New Fields!
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NEW FIELDS FIELD TYPE DESCRIPTION EXAMPLE
SR – Title Text
The title of the suggested resource,
which will appear in context. Should
be the official title of the resource.
The Art of Buyer Personas
SR – Type Text
The type of resource, used in context,
such as "we think you'd be interested
in this _____."
Solution Brief
SR - LP URL TextThe landing page URL to direct to, to
continue the gated experience.
resources.yesler.com/how-to-create-and-use-
buyer-personas.html
SR – URL TextThe URL of the asset itself, either the
PDF or OD Viewing Page, etc
http://resources.yesler.com/rs/projectlineservi
ces/images/The%20Art%20of%20Buyer%20
Personas.pdf
SR - Image URL TextPure URL of the image with no sizing
or HTML
http://resources.yesler.com/rs/projectlineservi
ces/images/Yesler-Art-Of-Buyer-Personas-
Solution-Brief.png
SR - Description TextOne-sentence tagline kind of
description.
Learn how to bring sharper focus to your
marketing with buyer personas.
SR – Button CTA TextShort, human CTA on the button to
go to LPDownload the Solution Brief
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Dynamic Content Summary
22
Recommendation
engine – you can use it
anywhere!
Personalized
recommendations are
more effective:
Greater content
consumption per person
Guide prospects down
funnel