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

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

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

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%

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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

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