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Beyond Basic Targeting

  1. Beyond Basic Targeting Building your Nurture Targeting Strategy and proving real ROI Edward Unthank Founder, Etumos
  2. Page 2 #MKTGNATION Agenda Build better nurture targeting Translate personas and pain points into stage-specific nurture tracks Prove the ROI of your targeting
  3. Page 3 #MKTGNATION Download All The Things! Lots of things to write down? Here is where you can get all the resources!
  4. 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
  5. Page 5 #MKTGNATION Each message has to hit the sweet spot to teach & accelerate What leads want to do What we want them to do TEACHES + ACCELERATES
  6. Page 6 #MKTGNATION 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%
  7. Page 7 #MKTGNATION 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%
  8. Page 8 #MKTGNATION Nurture Targeting Strategies SCALABLE Buyer Persona Use Case Product Interest Pain Point NOT SCALABLE Campaigns Timely Events Executive‘s Whim
  9. Page 9 #MKTGNATION 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
  10. Page 10 #MKTGNATION 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
  11. Page 11 #MKTGNATION Profiling Programs: It Works! Category A Category B Category C???? 32 100 P.T ARBITRARY TRESHOLD WINNER!
  12. Page 12 #MKTGNATION Profiling Programs: Four Levels of Score Bronze Gold Silver Platinum
  13. Page 13 #MKTGNATION Marketo Flow Walkthrough
  14. Page 14 #MKTGNATION Traffic Director Place in Engagement Program Move to different Engagement Program Stop in Engagement Programs
  15. Page 15 #MKTGNATION Random Cohort Assignment
  16. Page 16 #MKTGNATION Takeaways Eyes on the prize: scalable revenue Build a machine that you can improve without rework Test strategic targeting, don‘t blindly accept it
  17. Thank You!

Editor's Notes

  1. Update with new cover from visual brand deck.
  2. Update with new cover from visual brand deck.