Building your Nurture Targeting Strategy and proving real ROI (Marketo Summit, May 2016)

1. Beyond Basic Targeting
Building your Nurture Targeting Strategy and proving
real ROI
Edward Unthank
Founder, Etumos

2. Page 2 #MKTGNATION
Agenda
Build better nurture targeting
Translate personas and pain points
into stage-specific nurture tracks
Prove the ROI of your targeting

3. Page 3 #MKTGNATION
Download All The Things!
Lots of things to write down?
Here is where you can get all the
resources!
etumos.com/Summit2016?utm_campaign=hey+edward

4. Page 4 #MKTGNATION
Fundamentals
AUTOMATED:
Build a machine that runs and routes automatically,
performing better over time
HYPOTHESIS-DRIVEN:
Targeting to increase conversion rates, not
for the sake of making content
ROBUST AND SCALABLE:
Doesn‘t break, grows with the team, doesn‘t
require daily maintenance

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Each message has to hit the sweet
spot to teach & accelerate
What leads
want to do
What we want
them to do
TEACHES
+
ACCELERATES

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Revenue Flow Testing
The best way to create hypothesis is with numbers that matter:
revenue model metrics.
MAL
MQL
SAL
SQL
INDUSTRY
AVERAGE
7%
50%
25%
33%
MAL
MQL
SAL
SQL
YOUR
ORGANIZATION
3%
50%
25%
33%
3%

7. Page 7 #MKTGNATION
Revenue Flow Testing
HYPOTHESIS:
More targeted nurture by pain point will increase content consumption and
therefore increase the MAL -> MQL conversion rate for targeted individuals.
MAL
MQL
SAL
SQL
INDUSTRY
AVERAGE
7%
50%
25%
33%
MAL
MQL
SAL
SQL
YOUR
ORGANIZATION
3%
50%
25%
33%

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Nurture Targeting Strategies
SCALABLE
Buyer Persona
Use Case
Product Interest
Pain Point
NOT SCALABLE
Campaigns
Timely Events
Executive‘s Whim

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Key Elements to Automated Nurture
GENERIC DISCOVERY TRACK:
Learn what prospects are interested in
PROFILING PROGRAM:
Categorical scoring of your content
TRAFFIC DIRECTOR:
Routing people to the best-fit engagement
program

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How it Fits Together
DISCOVERY TRACK
ResearchAwareness Consideration
PRODUCT INTEREST 1 / PAIN POINT 1
Buyer persona A Buyer persona B
PRODUCT INTEREST 2 / PAIN POINT 2
Buyer persona A Buyer persona B

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Profiling Programs: It Works!
Category A Category B Category C???? 32
100 P.T
ARBITRARY
TRESHOLD
WINNER!

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Profiling Programs:
Four Levels of Score
Bronze
Gold
Silver
Platinum

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Marketo Flow
Walkthrough
etumos.com/Summit2016?utm_campaign=hi+hi+hi

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Traffic Director
Place in Engagement Program
Move to different Engagement Program
Stop in Engagement Programs

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Random Cohort Assignment

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Takeaways
Eyes on the prize: scalable revenue
Build a machine that you can improve without
rework
Test strategic targeting, don‘t blindly accept it
etumos.com/Sumit2016?utm_campaign=adios

17. Thank You!
etumos.com/summit2016?utm_campaign=ttyl+edward