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Marketo Champion Presentation: Dynamic Emails

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September 19, 2013. Marketo dynamic email segmentation and content by Charlie Liang, Shipwire.

September 19, 2013. Marketo dynamic email segmentation and content by Charlie Liang, Shipwire.


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  • 1. © 2013 Marketo, Inc. Marketo Proprietary and Confidential Dynamic Email Customizations Charlie Liang, Shipwire – September 19, 2013
  • 2. © 2013 Marketo, Inc. Marketo Proprietary and Confidential Nice to meet you
  • 3. Page 3 © 2013 Marketo, Inc. Marketo Proprietary and Confidential About Me – Charlie Liang • Current: Marketing Operations Manager, Shipwire • 2 years • Resident marketing automation and Salesforce CRM expert, “CTO” of cloud tools • In charge of demand gen, funnel conversion, internal tools, and analytics • Specialties • Marketing automation and strategy o Inbound and outbound channels o 3+ years combined Marketo and Eloqua power user • Analytics and reporting o Excel, Google Analytics • Development o Front end, cloud tools • Past: Adaptive Planning, Dell, Google
  • 4. Page 4 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Shipwire • Who we are • eCommerce software & services logistics company headquartered in Palo Alto, CA • Winner of 2013 SIIA CODiE for Best Supply Chain Management Solution • Backed by eBay, Newell Rubbermaid, and VCs • What we do • We store, fulfill, and intelligently route orders automatically for merchants with an online store • Our reach • Network of 7 global warehouses in the US, Canada, UK, and China • Connections to 70+ marketplaces and shopping carts including Amazon, eBay, Magento, and more • Our customers • Gaming: Rovio (Angry Birds), Zynga, Halfbrick (Fruit Ninja) • Electronics: Dodocase, Mobee • Diverse customer base of over 1,000
  • 5. Page 5 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Intro - Dynamic Content and Segmentation • What is it? • Ability to segment marketing database and deliver different content based on the characteristic(s) of audience • Where do I use it? • Emails • Landing pages • Campaign flows • Why do I need it?
  • 6. Page 6 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Shipwire Use Case #1 – The Challenge • Leads were complaining that they didn’t want to fill out a form each time to view the same asset • We decided to take this opportunity to nurture them
  • 7. Page 7 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Shipwire Use Case #1
  • 8. Page 8 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Shipwire Use Case #1
  • 9. Page 9 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Shipwire Use Case #1
  • 10. Page 10 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Shipwire Use Case #1 • Advantages: • Receipt for records • Continue the conversation • Further engagement • Saves time • Launch mini-nurture track? • Other use cases: • Follow-ups for demos, webinars, trials, or any other activity • Request for feedback
  • 11. Page 11 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Shipwire Use Case #2 – The Challenge • We get a lot of inbound traffic and a growing database • We have general nurturing and a SDR team • The Challenge: How do we accelerate the middle of the marketing funnel, increase engagement and boost returning visitors?
  • 12. Page 12 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Shipwire Use Case #2 – Inspiration • What not to do
  • 13. Page 13 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Shipwire Use Case #2 – Inspiration • Amazon example
  • 14. Page 14 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Shipwire Use Case #2 – Inspiration • Hotwire example
  • 15. Page 15 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Shipwire Use Case #2
  • 16. Page 16 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Shipwire Use Case #2 Dynamic divs
  • 17. Page 17 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Shipwire Use Case #2 Corresponding email for each website category and section
  • 18. Page 18 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Shipwire Use Case #2 - Results • Open Rates > 50% • Click to Open Rates > 18% • Numerous engagements sent to sales
  • 19. Page 19 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Setting it up 1. Set up the segment 2. Define the rules 3. Put it in use
  • 20. Page 20 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Setting it up • How do I use it? 1. Setup segmentations – you get 20 out of the box: Lead Database > Segmentations 2. Define your segments: Marketo will place each lead into the first segment it belongs in, and default if leads do not belong in any custom segments 3. On your emails and landing pages, drag assets to “Segment By” • Further Info • Segmentation: http://community.marketo.com/MarketoTutorial?id=kA250000000Kz0r • Dynamic Content: http://community.marketo.com/MarketoTutorial?id=kA250000000Kz1p • Further Discussion/Questions • charlie@shipwire.com
  • 21. Page 21 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Bonus: Landing page segmentation Nomenclature: sub.domain.com/page.html?Seg ment1=value&Segment2=value Segment anything you want on the page, even for non-cookied leads. For example, tailor for entry points (utm), partners, etc.
  • 22. © 2013 Marketo, Inc. Marketo Proprietary and Confidential Thank you!

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