How to Take Intelligent Lead Nurturing to
the Next Level
Edward Unthank
Marketing Operations
Manager, Yesler
Page 2 © 2014 Marketo, Inc.#mktgnation14
Anytime you see this symbol throughout
the presentation:
You’ll have access to a ...
Page 3 © 2014 Marketo, Inc.#mktgnation14
Agenda
• Drip versus nurture
• Lead nurturing strategy
• Buyer stage scoring
• En...
Page 4 © 2014 Marketo, Inc.#mktgnation14
The End of Drip
Page 5 © 2014 Marketo, Inc.#mktgnation14
• Blind to prospect
behavioral signals
• Static Logic
• One-size-fits-all
• No au...
Page 6 © 2014 Marketo, Inc.#mktgnation14
Seriously. None.
Page 7 © 2014 Marketo, Inc.#mktgnation14
Intelligent Lead Nurturing
Takes into account buyer stage (ARC Scoring)
• People ...
Page 8 © 2014 Marketo, Inc.#mktgnation14
Page 9 © 2014 Marketo, Inc.#mktgnation14
Page 10 © 2014 Marketo, Inc.#mktgnation14
How To Do This
Traffic Director puts people into the
appropriate engagement prog...
Page 11 © 2014 Marketo, Inc.#mktgnation14
Marketo Flow Walkthrough
Page 12 © 2014 Marketo, Inc.#mktgnation14
Buyer Stage Scoring
Page 13 © 2014 Marketo, Inc.#mktgnation14
Buyer Stage Scoring (Real Quick)
• Fields:
• ARC – Awareness Score
• ARC – Resea...
Page 14 © 2014 Marketo, Inc.#mktgnation14
Engagement Program: How It Works
• Each “Cast” happens at the specified time
• S...
Page 15 © 2014 Marketo, Inc.#mktgnation14
Programs in Lead Nurturing
Page 16 © 2014 Marketo, Inc.#mktgnation14
Emails in Lead Nurturing
If you clone an email, it is NOT the same email
If you ...
Page 17 © 2014 Marketo, Inc.#mktgnation14
But My Emails Promote the Same Asset!
• Bring in the programs!
• Add a program s...
Page 18 © 2014 Marketo, Inc.#mktgnation14
Success! It Logics Correctly!
Page 19 © 2014 Marketo, Inc.#mktgnation14
Page 20 © 2014 Marketo, Inc.#mktgnation14
• King of the Hill
• Subject lines to start
• LEARN
• Whole emails after
• Copy,...
Page 21 © 2014 Marketo, Inc.#mktgnation14
Custom Conversion Ratio
• Champion Criteria: Custom Conversion Ratio
• Define yo...
Page 22 © 2014 Marketo, Inc.#mktgnation14
Page 23 © 2014 Marketo, Inc.#mktgnation14
You Can Use Programs To Do Anything!
Page 24 © 2014 Marketo, Inc.#mktgnation14
Yep, Really. Here’s How:
Your triggered smart campaign can do whatever you want
...
Page 25 © 2014 Marketo, Inc.#mktgnation14
Hints for Scalability and Robustness
• Canonical download lists for assets
• “Pr...
Page 26 © 2014 Marketo, Inc.#mktgnation14
Take-Aways
• Right content, right time
• Automate your testing
• Go beyond email...
Page 27 © 2014 Marketo, Inc.#mktgnation14
Page 28 © 2014 Marketo, Inc.#mktgnation14
Thank You
Edward Unthank
Marketing Operations
Manager/Marketo Champion, Yesler
e...
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Intelligent Lead Nurturing (MUS 14) Edward Unthank

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In this presentation from the Marketo Marketing Nation Summit 2014, Marketo Champion and Yesler Marketing Operations Lead 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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Intelligent Lead Nurturing (MUS 14) Edward Unthank

  1. 1. How to Take Intelligent Lead Nurturing to the Next Level Edward Unthank Marketing Operations Manager, Yesler
  2. 2. Page 2 © 2014 Marketo, Inc.#mktgnation14 Anytime you see this symbol throughout the presentation: You’ll have access to a live tweet with further info. Very Tech. Much Tweet. Wow.
  3. 3. Page 3 © 2014 Marketo, Inc.#mktgnation14 Agenda • Drip versus nurture • Lead nurturing strategy • Buyer stage scoring • Engagement program implementation • Challenger/champion
  4. 4. Page 4 © 2014 Marketo, Inc.#mktgnation14 The End of Drip
  5. 5. Page 5 © 2014 Marketo, Inc.#mktgnation14 • Blind to prospect behavioral signals • Static Logic • One-size-fits-all • No automated testing Drip Versus Nurture • Listens to signals and responds • Dynamic Logic • Personalized suggestions • Constant improvement with challenger/champion
  6. 6. Page 6 © 2014 Marketo, Inc.#mktgnation14 Seriously. None.
  7. 7. Page 7 © 2014 Marketo, Inc.#mktgnation14 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)
  8. 8. Page 8 © 2014 Marketo, Inc.#mktgnation14
  9. 9. Page 9 © 2014 Marketo, Inc.#mktgnation14
  10. 10. Page 10 © 2014 Marketo, Inc.#mktgnation14 How To Do This Traffic Director puts people into the appropriate engagement programs. Traffic Cop uses gatekeepers to assign content individually with wait steps.
  11. 11. Page 11 © 2014 Marketo, Inc.#mktgnation14 Marketo Flow Walkthrough
  12. 12. Page 12 © 2014 Marketo, Inc.#mktgnation14 Buyer Stage Scoring
  13. 13. Page 13 © 2014 Marketo, Inc.#mktgnation14 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
  14. 14. Page 14 © 2014 Marketo, Inc.#mktgnation14 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
  15. 15. Page 15 © 2014 Marketo, Inc.#mktgnation14 Programs in Lead Nurturing
  16. 16. Page 16 © 2014 Marketo, Inc.#mktgnation14 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
  17. 17. Page 17 © 2014 Marketo, Inc.#mktgnation14 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
  18. 18. Page 18 © 2014 Marketo, Inc.#mktgnation14 Success! It Logics Correctly!
  19. 19. Page 19 © 2014 Marketo, Inc.#mktgnation14
  20. 20. Page 20 © 2014 Marketo, Inc.#mktgnation14 • King of the Hill • Subject lines to start • LEARN • Whole emails after • Copy, images, etc. • Winner: Conversions Challenger/Champion Testing, Integrated
  21. 21. Page 21 © 2014 Marketo, Inc.#mktgnation14 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!
  22. 22. Page 22 © 2014 Marketo, Inc.#mktgnation14
  23. 23. Page 23 © 2014 Marketo, Inc.#mktgnation14 You Can Use Programs To Do Anything!
  24. 24. Page 24 © 2014 Marketo, Inc.#mktgnation14 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
  25. 25. Page 25 © 2014 Marketo, Inc.#mktgnation14 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
  26. 26. Page 26 © 2014 Marketo, Inc.#mktgnation14 Take-Aways • Right content, right time • Automate your testing • Go beyond email marketing
  27. 27. Page 27 © 2014 Marketo, Inc.#mktgnation14
  28. 28. Page 28 © 2014 Marketo, Inc.#mktgnation14 Thank You Edward Unthank Marketing Operations Manager/Marketo Champion, Yesler edwardu@yesler.com @EdwardUnthank Booth 248
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