Marketo Summit 2014 - How to Take Intelligent Lead Nurturing to the Next Level

How to Take Intelligent Lead Nurturing to the Next Level

Edward UnthankMarketing Technology Consultant, Etumos

© 2014 Marketo, Inc. #mktgnation14

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Agenda

• Drip versus nurture

• Lead nurturing strategy

• Buyer stage scoring

• Engagement program implementation

• Challenger/champion


The End of Drip


• Blind to prospect behavioral signals

• Static Logic• One-size-fits-all• No automated

testing

Drip Versus Nurture

• Listens to signals and responds

• Dynamic Logic• Personalized

suggestions• Constant

improvement with challenger/champion


Seriously. None.


Intelligent Lead Nurturing

Takes into account buyer stage (ARC Scoring)• People are aware of the problem?

Teach them more.• Drive people down the funnel

Takes into account product interest (product interest scoring)


How To Do This

Traffic Director puts people into the appropriate engagement programs.

Traffic Cop uses gatekeepers to assign content individually with wait steps.


Marketo Flow Walkthrough

Points accrue from awareness, through research, into consideration…


Buyer Stage Scoring


Buyer Stage Scoring (Real Quick)

• Fields:• ARC – Awareness Score• ARC – Research Score• ARC – Consideration Score

• Segmentation:• Consideration• Research• Awareness• DisQ – Consideration• DisQ – Research• DisQ – Awareness• Default


Engagement Program: How It Works• Each “Cast” happens at the specified time• Skips that piece of content for two reasons:

1. Email ID2. Member of that program


Programs in Lead Nurturing


Emails in Lead NurturingIf you clone an email, it is NOT the same email

If you copy and paste the contents so the HTML is identical, it is NOT the same email


But My Emails Promote the Same Asset!

• Bring in the programs!• Add a program status:

Exclusion• Any time you want to exclude

a lead from that cast, add it to the program with the “Exclusion” program status


Success! It Logics Correctly!


• King of the Hill• Subject lines to start

• LEARN• Whole emails after

• Copy, images, etc.• Winner: Conversions

Challenger/Champion Testing, Integrated


Custom Conversion Ratio• Champion Criteria: Custom Conversion Ratio• Define your own conversion—what really matters

• E.g., form fill-out• Note: Watch for false positives!


You Can Use Programs To Do Anything!


Yep, Really. Here’s How:Your triggered smart campaign can do whatever you want

Wait steps

Adding an open task to the lead owner (!)

Sending direct mail

Sending a text message

Requesting on LinkedIn


Hints for Scalability and Robustness

• Canonical download lists for assets• “Program Name” replacement with cloning• Challenger/champion reports:

• Sample size math for frequency• Send to an alias


Take-Aways

• Right content, right time• Automate your testing• Go beyond email marketing


Thank You

Edward UnthankMarketing Technology Consultant/Marketo Champion, Etumos

[email protected]

@EdwardUnthank

Marketo Summit 2014 - How to Take Intelligent Lead Nurturing to the Next Level

Marketing

Transcript of Marketo Summit 2014 - How to Take Intelligent Lead Nurturing to the Next Level