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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

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Dynamic Content and Segmentations (Silicon Valley Marketo User Group, November 2014)

  • 1. Dynamic Segmentation and Dynamic Content Edward Unthank Founder & Lead Marketing Technology Consultant, Etumos
  • 2. Agenda Intro to Dynamic Content Strategic Profiling Programs Profiling Program Architecture Intelligent Lead Nurture
  • 3. Why Scalable and robust 3 Building an automated decision-tree for marketing best fit
  • 4. 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
  • 5. Dynamic Segmentation Buyer Persona profile Buying Stage Pain Point/Product Interest profile What: Dynamic Content 5 Static Segmentation AS-IS! COMPUTED! Industry Company Location
  • 6. Dynamic Content Example 6 Thank-You Tile – tailor the CTA dynamically! Personalized recommendations produce greater content consumption per person
  • 7. 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.
  • 8. Profiling Programs Strategic business drivers for your marketing and your marketing automation. 8
  • 9. 3 profiling programs to rule them all: 9 Buyer persona profiling Buyer stage scoring Pain point/product interest profiling
  • 10. Buyer Stage Scoring 10 Improvement upon linear behavior scoring: 100 points ≠ 100 points ≠ 100 points
  • 11. Buyer Stage Scoring 11 Awareness of a problem Research into possible solutions Consideration of how/who to implement solutions
  • 12. Buyer Persona Profiling 12 Which buyer personas do your prospects fit into? Possible factors:  Industry  Role/Title/Function  Company size  Target Account list
  • 13. Buyer Persona Profiling: Examples 13 Business decision maker IT validator Delegated researcher
  • 14. Pain Point/Product Interest 14 PAIN POINT PRODUCT INTEREST
  • 15. DIY Profiling Step-by-step information on how to build profiling programs. 15
  • 16. Profiling Programs Category A Category B Category C 16 ? ? ? ? 32 100 P.T ARBITRARY TRESHOLD Winner!
  • 17. 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
  • 18. 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.
  • 19. Intelligent Lead Nurture Take those profiling programs and apply them to your lead nurture for best-fit marketing messaging. 19
  • 21. Marketo Flow Walkthrough LEAD 21 Points accrue from awareness, through research, into consideration…
  • 22. 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
  • 23. 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
  • 24. 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
  • 25. But My Emails Promote the Same Asset! 25
  • 26. Questions? Edward Unthank (@EdwardUnthank) Founder & Lead Marketing Technology Consultant, Etumos

Editor's Notes

  1. November Topic: Using Segmentation to make Engagement Dynamic
This presentation will teach you the best ways to use dynamic content and segmentations all the way from strategy to technical implementation. We'll go into suggestions on how you should segment your engagement marketing for best-fit messaging, and end with a deep-dive into three-kinds of profiling you can build into Marketo: buyer stage scoring, buyer persona profiling, and product interest profiling.
  2. Why What is segmentation/dynamic content Strategy: How to implement business drivers Technical/tactical: Building profiling programs
  3. Scalable and robust Building an automated decision-tree for marketing best fit
  4. 3 profiling programs to rule them all: Buyer persona profiling Buyer stage scoring Pain point/product interest profiling
  5. Improvement upon linear behavior scoring 100 points ≠ 100 points ≠ 100 points Awareness of a problem Research into possible solutions Consideration of how/who to implement solutions
  6. Which buyer personas do your prospects fit into? Tailor their message for their spot in the buying committee. Possible factors: Industry Role/Title/Function Company size Target Account list Examples: Business decision maker IT validator Delegated researched
  7. Two sides of the same coin Pain point is how a prospect is imagining a problem Product interest is your solution to those problems Your site isn’t a brochure, right? So think in “pain point” frames, not shopping cart terms
  8. November Topic: Using Segmentation to make Engagement Dynamic
This presentation will teach you the best ways to use dynamic content and segmentations all the way from strategy to technical implementation. We'll go into suggestions on how you should segment your engagement marketing for best-fit messaging, and end with a deep-dive into three-kinds of profiling you can build into Marketo: buyer stage scoring, buyer persona profiling, and product interest profiling.