dynamic content and segmentations (silicon valley marketo user group, november 2014)

Dynamic Segmentation

and Dynamic Content

Edward Unthank

Founder & Lead Marketing Technology

Consultant, Etumos

Intro to Dynamic Content

Strategic Profiling Programs

Profiling Program Architecture

Intelligent Lead Nurture

Agenda

Why

Scalable and robust

3

Building an automated decision-tree for

marketing best fit

How To Craft Your Marketing

4

WHAT LEADS

WANT TO DO

WHAT WE WANT

THEM TO DO

TEACHES

ACCELERATES

EACH MESSAGE HAS TO HIT THE SWEET SPOT TO TEACH & ACCELERATE

Dynamic Segmentation

Buyer Persona profile

Buying Stage

Pain Point/Product Interest profile

What: Dynamic Content

5

AS-IS! COMPUTED!

Static Segmentation

Industry

Company

Location

Dynamic Content Example

6

Thank-You Tile – tailor

the CTA dynamically!

Personalized

recommendationsproduce greater content

consumption per person

Ways to Create Dynamic Content

7

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.

Profiling Programs

Strategic business drivers for your marketing and

your marketing automation.

8

3 profiling programs to rule them all:

9

Buyer persona

profilingBuyer stage scoring

Pain point/product

interest profiling

Buyer Stage Scoring

10

Improvement upon linear behavior scoring:

100 points ≠ 100 points ≠ 100 points

Buyer Stage Scoring

11

Awareness of a problem Research into possible solutions

Consideration of how/who to implement solutions

Buyer Persona Profiling

12

Which buyer personas do your

prospects fit into?

Possible factors:

Industry

Role/Title/Function

Company size

Target Account list

Buyer Persona Profiling: Examples

13

Business decision maker IT validator

Delegated researcher

Pain Point/Product Interest

14

PAIN POINT PRODUCT

INTEREST

DIY Profiling

Step-by-step information on how to build profiling

programs.

15

Category A Category B Category C

Profiling Programs

16

?

?

?

?32

100 P.T

ARBITRARY

TRESHOLD

Winner!

Profiling Program Architecture

17

FIELDS:

ARC –Awareness Score

ARC – Research Score

ARC – Consideration Score

SEGMENTATION:

Consideration

Research

Awareness

DisQ – Consideration

DisQ – Research

DisQ –Awareness

Default

Profiling Score Triggers

18

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.

Intelligent Lead Nurture

Take those profiling programs and apply them to your

lead nurture for best-fit marketing messaging.

19

Nurture Setup

20

LEAD

Marketo Flow Walkthrough

21Points accrue from awareness, through research, into consideration…

Engagement Program: How It Works

22

Each “Cast” happens at the specified timeSkips that piece of content for two reasons:

1. Email ID

2. Member of that program

Programs in Lead Nurturing

23

Is this an email or

program?

email

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

Emails in Lead Nurturing

24

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

But My Emails Promote the Same Asset!

25

Questions?

Edward Unthank (@EdwardUnthank)

Founder & Lead Marketing Technology

Consultant, Etumos