Marketo Summit 2014 - How to Take Intelligent Lead Nurturing to the Next Level
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In this presentation from the Marketo Marketing Nation Summit 2014, Marketo Champion and Etumos Founder Edward Unthank explains how to take lead nurturing to the next level using dynamic logic, personalized suggestions, challenger/champion testing, buyer stage scoring, and more.
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Marketo Summit 2014 - How to Take Intelligent Lead Nurturing to the Next Level
- 1. How to Take Intelligent Lead Nurturing to the Next Level Edward Unthank Marketing Technology Consultant, Etumos
- 2. Anytime you see this symbol throughout the presentation: You’ll have access to a live tweet with further info. Very Tech. Much Tweet. Wow. Page 2 #mktgnation14 © 2014 Marketo, Inc.
- 3. Agenda • Drip versus nurture • Lead nurturing strategy • Buyer stage scoring • Engagement program implementation • Challenger/champion Page 3 #mktgnation14 © 2014 Marketo, Inc.
- 4. The End of Drip Page 4 #mktgnation14 © 2014 Marketo, Inc.
- 5. Drip Versus Nurture • Blind to prospect behavioral signals • Static Logic • One-size-fits-all • No automated testing • Listens to signals and responds • Dynamic Logic • Personalized suggestions • Constant improvement with challenger/champion Page 5 #mktgnation14 © 2014 Marketo, Inc.
- 6. Seriously. None. Page 6 #mktgnation14 © 2014 Marketo, Inc.
- 7. 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) Page 7 #mktgnation14 © 2014 Marketo, Inc.
- 8. Page 8 #mktgnation14 © 2014 Marketo, Inc.
- 9. Page 9 #mktgnation14 © 2014 Marketo, Inc.
- 10. How To Do This Traffic Director puts people into the appropriate engagement programs. Traffic Cop uses gatekeepers to assign content individually with wait steps. Page 10 #mktgnation14 © 2014 Marketo, Inc.
- 11. Marketo Flow Walkthrough Page 11 #mktgnation14 © 2014 Marketo, Inc.
- 12. Buyer Stage Scoring Page 12 #mktgnation14 © 2014 Marketo, Inc.
- 13. 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 Page 13 #mktgnation14 © 2014 Marketo, Inc.
- 14. Engagement Program: How It Works • Each “Cast” happens at the specified time • Skips that piece of content for two reasons: 1. Email ID 2. Member of that program Page 14 #mktgnation14 © 2014 Marketo, Inc.
- 15. Programs in Lead Nurturing Page 15 #mktgnation14 © 2014 Marketo, Inc.
- 16. Emails in Lead Nurturing If 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 Page 16 #mktgnation14 © 2014 Marketo, Inc.
- 17. 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 Page 17 #mktgnation14 © 2014 Marketo, Inc.
- 18. Success! It Logics Correctly! Page 18 #mktgnation14 © 2014 Marketo, Inc.
- 19. Page 19 #mktgnation14 © 2014 Marketo, Inc.
- 20. Challenger/Champion Testing, Integrated • King of the Hill • Subject lines to start • LEARN • Whole emails after • Copy, images, etc. • Winner: Conversions Page 20 #mktgnation14 © 2014 Marketo, Inc.
- 21. 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! Page 21 #mktgnation14 © 2014 Marketo, Inc.
- 22. Page 22 #mktgnation14 © 2014 Marketo, Inc.
- 23. You Can Use Programs To Do Anything! Page 23 #mktgnation14 © 2014 Marketo, Inc.
- 24. 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 Page 24 #mktgnation14 © 2014 Marketo, Inc.
- 25. 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 Page 25 #mktgnation14 © 2014 Marketo, Inc.
- 26. Take-Aways • Right content, right time • Automate your testing • Go beyond email marketing Page 26 #mktgnation14 © 2014 Marketo, Inc.
- 27. Page 27 #mktgnation14 © 2014 Marketo, Inc.
- 28. Thank You Edward Unthank Marketing Technology Consultant/Marketo Champion, Etumos eunthank@etumos.com @EdwardUnthank Page 28 #mktgnation14 © 2014 Marketo, Inc.