The best way to implement a best-practice model of lead scoring requires an understanding of dynamic content and dynamic segmentation. In this presentation, Edward Unthank takes you through the how and why of segmentation/dynamic content — the ultimate goal being to create and implement an automated decision-tree for marketing best fit.

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

2. Agenda
Why
What is segmentation/dynamic content
Strategy: How to implement business drivers
Technical/tactical: Building profiling programs

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

4. Nurture Setup
4

5. 3 profiling programs to rule them all:
5
Buyer persona
profiling
Buyer stage scoring
Pain point/product
interest profiling

6. Buyer Stage Scoring
6
Improvement upon linear behavior scoring:
100 points ≠ 100 points ≠ 100 points

7. Buyer Stage Scoring
7
Awareness of a problem Research into possible solutions
Consideration of how/who to implement solutions

8. Buyer Persona Profiling – part 1
8
Which buyer personas do your
prospects fit into?
Possible factors:
 Industry
 Role/Title/Function
 Company size
 Target Account list

9. Buyer Persona Profiling – part 2
9
Business decision maker IT validator
Delegated researcher

10. Pain Point/Product Interest Profiling
10

11. Pain Point/Product Interest
11
PAIN POINT PRODUCT
INTEREST

12. How To Craft Your Lead Nurturing
12
WHAT LEADS
WANT TO DO
WHAT WE WANT
THEM TO DO
TEACHES
ACCELERATES
EACH MESSAGE HAS TO HIT THE SWEET SPOT TO TEACH & ACCELERATE

13. Marketo Flow Walkthrough
LEAD
13
Points accrue from awareness, through research, into consideration…

14. Winner!
Buyer Stage Scoring
AWARENESS RESEARCH CONSIDERATION
14
?
?
?
?
32
100 P.T
TRESHOLD

15. Buyer Stage Scoring (Real Quick)
15
FIELDS:
 ARC –Awareness Score
 ARC – Research Score
 ARC – Consideration Score
SEGMENTATION:
 Consideration
 Research
 Awareness
 DisQ – Consideration
 DisQ – Research
 DisQ –Awareness
 Default

16. Engagement Program: How It Works
16
Each “Cast” happens at the
specified time
Skips that piece of content for two reasons:
1. Email ID
2. Member of that program

17. Programs in Lead Nurturing
17
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

18. Emails in Lead Nurturing
18
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

19. But My Emails Promote the Same Asset!
19

20. Dynamic Segmentation
Next suggested resource
Lead status
Buying stage
Dynamic Content
20
Static Segmentation
AS-IS! COMPUTED!
Industry
Company
Location

21. Prep Time: Create New Fields!
21
NEW FIELDS FIELD TYPE DESCRIPTION EXAMPLE
SR – Title Text
The title of the suggested resource,
which will appear in context. Should
be the official title of the resource.
The Art of Buyer Personas
SR – Type Text
The type of resource, used in context,
such as "we think you'd be interested
in this _____."
Solution Brief
SR - LP URL Text
The landing page URL to direct to, to
continue the gated experience.
resources.yesler.com/how-to-create-and-use-buyer-
personas.html
SR – URL Text
The URL of the asset itself, either the
PDF or OD Viewing Page, etc
http://resources.yesler.com/rs/projectlineservi
ces/images/The%20Art%20of%20Buyer%20
Personas.pdf
SR - Image URL Text
Pure URL of the image with no sizing
or HTML
http://resources.yesler.com/rs/projectlineservi
ces/images/Yesler-Art-Of-Buyer-Personas-
Solution-Brief.png
SR - Description Text
One-sentence tagline kind of
description.
Learn how to bring sharper focus to your
marketing with buyer personas.
SR – Button CTA Text
Short, human CTA on the button to
go to LP
Download the Solution Brief

22. Dynamic Content Summary
22
Recommendation
engine – you can use it
anywhere!
Personalized
recommendations are
more effective:
 Greater content
consumption per person
 Guide prospects down
funnel