Intelligent Lead Nurturing (MUS 14)   Edward Unthank
 

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 ...

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 Intelligent Lead Nurturing (MUS 14) Edward Unthank Presentation Transcript

  • 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 live tweet with further info. Very Tech. Much Tweet. Wow.
  • Page 3 © 2014 Marketo, Inc.#mktgnation14 Agenda • Drip versus nurture • Lead nurturing strategy • Buyer stage scoring • Engagement program implementation • Challenger/champion
  • 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 automated testing Drip Versus Nurture • Listens to signals and responds • Dynamic Logic • Personalized suggestions • Constant improvement with challenger/champion
  • 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 are aware of the problem? Teach them more. • Drive people down the funnel Takes into account product interest (product interest scoring)
  • 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 programs. Traffic Cop uses gatekeepers to assign content individually with wait steps.
  • 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 – Research Score • ARC – Consideration Score • Segmentation: • Consideration • Research • Awareness • DisQ – Consideration • DisQ – Research • DisQ – Awareness • Default
  • 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
  • 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 copy and paste the contents so the HTML is identical, it is NOT the same email
  • 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
  • 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, images, etc. • Winner: Conversions Challenger/Champion Testing, Integrated
  • 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!
  • 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 Wait steps Adding an open task to the lead owner (!) Sending direct mail Sending a text message Requesting on LinkedIn
  • 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
  • Page 26 © 2014 Marketo, Inc.#mktgnation14 Take-Aways • Right content, right time • Automate your testing • Go beyond email marketing
  • Page 27 © 2014 Marketo, Inc.#mktgnation14
  • Page 28 © 2014 Marketo, Inc.#mktgnation14 Thank You Edward Unthank Marketing Operations Manager/Marketo Champion, Yesler edwardu@yesler.com @EdwardUnthank Booth 248