Dynamic Segmentation
and Dynamic Content
Edward Unthank
Founder & Lead Marketing Technology
Consultant, Etumos

Agenda
Intro to Dynamic Content
Strategic Profiling Programs
Profiling Program Architecture
Intelligent Lead Nurture

Why
Scalable and robust
3
Building an automated decision-tree for
marketing best fit

How To Craft Your Marketing
4
WHAT LEADS
WANT TO DO
WHAT WE WANT
THEM TO DO
TEACHES
ACCELERATES
EACH MESSAGE HAS TO HIT THE SWEET SPOT TO TEACH & ACCELERATE

Dynamic Segmentation
Buyer Persona profile
Buying Stage
Pain Point/Product Interest profile
What: Dynamic Content
5
Static Segmentation
AS-IS! COMPUTED!
Industry
Company
Location

Dynamic Content Example
6
Thank-You Tile – tailor
the CTA dynamically!
Personalized
recommendations
produce greater content
consumption per person

Ways to Create Dynamic Content
7
NEW FIELDS DESCRIPTION EXAMPLE
Lead Fields
Assigning values to Lead Fields allows you to
use them contextually within emails and landing
pages.
Thanks for downloading {{lead.Last Content
Consumed:default=that last asset}}!
Dynamic Snippets
Dynamic Snippets rely on Lead Segmentations,
and they can vary drastically.
<div class=“mktEditable”
id=“dynamic_snippet_placeholder_div”></div>
Program Tokens
Program tokens are dynamic based on the
Marketo program, and can also be inherited from
parent folders.
{{my.Email Header Image:default=<img
src=“http://www.etumos.com/logo.png”>}}
Email Velocity Scripts
You can take lead objects and custom objects
associated to script your own content using basic
programming.
Drawing graphs in tables from lead scores.

Profiling Programs
Strategic business drivers for your marketing and
your marketing automation.
8

3 profiling programs to rule them all:
9
Buyer persona
profiling
Buyer stage scoring
Pain point/product
interest profiling

Buyer Stage Scoring
10
Improvement upon linear behavior scoring:
100 points ≠ 100 points ≠ 100 points

Buyer Stage Scoring
11
Awareness of a problem Research into possible solutions
Consideration of how/who to implement solutions

Buyer Persona Profiling
12
Which buyer personas do your
prospects fit into?
Possible factors:
 Industry
 Role/Title/Function
 Company size
 Target Account list

Buyer Persona Profiling: Examples
13
Business decision maker IT validator
Delegated researcher

Pain Point/Product Interest
14
PAIN POINT PRODUCT
INTEREST

DIY Profiling
Step-by-step information on how to build profiling
programs.
15

Profiling Programs
Category A Category B Category C
16
?
?
?
?
32
100 P.T
ARBITRARY
TRESHOLD
Winner!

Profiling Program Architecture
17
FIELDS:
 ARC –Awareness Score
 ARC – Research Score
 ARC – Consideration Score
SEGMENTATION:
 Consideration
 Research
 Awareness
 DisQ – Consideration
 DisQ – Research
 DisQ –Awareness
 Default

Profiling Score Triggers
18
NEW FIELDS FIELD TYPE DESCRIPTION EXAMPLE
Clicks in PDF Behavioral
Tag all your content’s inbound links with
querystrings. Set up a trigger to watch
for them.
etumos.com?zs=a&zbp=a&zpp=b
Visits High-Value Page Behavioral
The obviously-categorized pages that
are strong signals of a certain profile
etumos.com/web-developer-guide-to-responsive-
marketo-landing-pages
Form Fill-Out Behavioral
When people download content, put
them into a static list and watch for
naming conventions.
List name = “DL (ZSa, ZBPb, ZPPa)”
Added to list, and list name contains “ZSA”
Visits Standard page Behavioral
The less-obviously categorized pages
that contribute small points toward
categories.
etumos.com/blog
Has Vertical Demographic
Some verticals fit more precisely into
use cases and therefore product
interests.
http://resources.yesler.com/rs/projectlineservi
ces/images/Yesler-Art-Of-Buyer-Personas-
Solution-Brief.png
Has Role Demographic Roles fit nicely into buyer personas.
Learn how to bring sharper focus to your
marketing with buyer personas.

Intelligent Lead Nurture
Take those profiling programs and apply them to your
lead nurture for best-fit marketing messaging.
19

Nurture Setup
20

Marketo Flow Walkthrough
LEAD
21
Points accrue from awareness, through research, into consideration…

Engagement Program: How It Works
22
Each “Cast” happens at the
specified time
Skips that piece of content for two reasons:
1. Email ID
2. Member of that program

Programs in Lead Nurturing
23
Is this an email or
program?
email
Has the lead received this
email based on its unique ID?
no yes
Send it!
program
Is the lead already a member
of this program?
yes no
Cast that
smart
campaign!
1
2
3

Emails in Lead Nurturing
24
1 1
2
https://app-abq.marketo/#EM6390ALA1
https://app-abq.marketo/#EM1758ALA1
UNIQUE ID 1
UNIQUE ID 2
If you clone an email, it is NOT the same email
CTRL + C
CTRL + P
If you copy and paste the contents so the HTML is identical, it is NOT the same email
1 1
2
https://app-abq.marketo/#EM6390ALA1
https://app-abq.marketo/#EM1758ALA1
UNIQUE ID 1
UNIQUE ID 2
CTRL + C
CTRL + P

But My Emails Promote the Same Asset!
25

Questions?
Edward Unthank (@EdwardUnthank)
Founder & Lead Marketing Technology
Consultant, Etumos