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?

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

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