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
Why
What is segmentation/dynamic content
Strategy: How to implement business drivers
Technical/tactical: Building profiling programs
Agenda
Why
Scalable and robust
3
Building an automated decision-tree for
marketing best fit
Nurture Setup
4
3 profiling programs to rule them all:
5
Buyer persona
profilingBuyer stage scoring
Pain point/product
interest profiling
Buyer Stage Scoring
6
Improvement upon linear behavior scoring:
100 points ≠ 100 points ≠ 100 points
Buyer Stage Scoring
7
Awareness of a problem Research into possible solutions
Consideration of how/who to implement solutions
Buyer Persona Profiling – part 1
8
Which buyer personas do your
prospects fit into?
Possible factors:
Industry
Role/Title/Function
Company size
Target Account list
Buyer Persona Profiling – part 2
9
Business decision maker IT validator
Delegated researcher
Pain Point/Product Interest Profiling
10
Pain Point/Product Interest
11
PAIN POINT PRODUCT
INTEREST
How To Craft Your Lead Nurturing
12
WHAT LEADS
WANT TO DO
WHAT WE WANT
THEM TO DO
TEACHES
ACCELERATES
EACH MESSAGE HAS TO HIT THE SWEET SPOT TO TEACH & ACCELERATE
LEAD
Marketo Flow Walkthrough
13Points accrue from awareness, through research, into consideration…
Winner!
AWARENESS RESEARCH CONSIDERATION
Buyer Stage Scoring
14
?
?
?
?32
100 P.T
TRESHOLD
Buyer Stage Scoring (Real Quick)
15
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
16
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
17
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
Emails in Lead Nurturing
18
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!
19
Dynamic Segmentation
Next suggested resource
Lead status
Buying stage
Dynamic Content
20
AS-IS! COMPUTED!
Static Segmentation
Industry
Company
Location
Prep Time: Create New Fields!
21
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
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
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