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Maximizing the ROI of Every Lead: Advanced Lead Nurturing, Segmentation, and Dynamic Targeting

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(Marketo Marketing Nation Summit, 2014) How to use marketing automation to collect and utilize custom, critical data for your business to multiply engagement levels, conversion rates and ROI with database segmentation and dynamic content, through outbound email, lead nurturing and scoring.

Key Takeaways include:
A) Intelligent database segmentation and targeting with custom fields and custom scoring
B) Utilizing demographic and behavioral data to dictate marketing initiatives and dynamic content, and ensure that every lead you generate will receive the right content, at the right time, throughout every stage of the buyer's journey
C) Building a lead nurturing machine (and "ecosystem") that will work for you to identify and capitalize on key characteristics and behaviors, and move leads down the funnel accordingly, in an automated fashion
D)Concrete action items for Marketo users and marketing leaders on how you can implement all of the above to optimize your funnel, achieve greater results with a lesser investment, and quantify its impact on the bottom line

Published in: Marketing
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Maximizing the ROI of Every Lead: Advanced Lead Nurturing, Segmentation, and Dynamic Targeting

  1. 1. Maximizing the ROI of Every Lead: Advanced Lead Nurturing, Database Segmentation and Dynamic Targeting Gary DeAsi -Senior Marketing Manager, Marketing Operations Lead 2012-2014, SmartBear Software -Marketo Champion -2013 Revvie Award Winner for Most Dramatic Business Impact -2014 Revvie Award Winner for Most Creative Integrated Marketing Campaign @smartbear @gdaz
  2. 2. Page 2 © 2014 Marketo, Inc.#mktgnation14 2 12+ products 6,000,000 downloads 1,500,000 users
  3. 3. Page 3 © 2014 Marketo, Inc.#mktgnation14
  4. 4. Page 4 © 2014 Marketo, Inc.#mktgnation14 Team Accomplishments • 2013 Revvie Award Winners for Most Dramatic Business Impact B2B • 2014 Revvie Award Winners for Most Creative Integrated Marketing Campaign B2B • Honorable Mention in 2013 WhichTestWon Email Marketing Awards • Winner of 2012 Forrester Groundswell Award for Excellence in Social Media
  5. 5. Page 5 © 2014 Marketo, Inc.#mktgnation14 Team Accomplishments 9,333,237 Web visits 150,709 Trial downloads 99,372 MQIs generated 1 email every 2.5 seconds 2013 MQI [em-kyoo-i] n. 1 Content download.
  6. 6. Page 6 © 2014 Marketo, Inc.#mktgnation14 Napoleon Invades Russia in 1812 “The best statistical graphic ever drawn” WORST CAMPAIGN ALL TIME I admit, not my best…
  7. 7. Page 7 © 2014 Marketo, Inc.#mktgnation14 Napoleon Invades Russia in 1812 “The best statistical graphic ever drawn”
  8. 8. Page 8 © 2014 Marketo, Inc.#mktgnation14 8 2012 2013 2014 Evolution of SmartBear Marketing Database
  9. 9. Page 9 © 2014 Marketo, Inc.#mktgnation14 Short-term Segmentation Approach: Checkboxes 2013 Testing Development API Testing Monitoring Performance ABYSS Viable (Email-able) Prospects by PG
  10. 10. Page 10 © 2014 Marketo, Inc.#mktgnation14 Long-term Segmentation Approach: Scoring 2014 SFDC Formula, MKTO Segmentation
  11. 11. Page 11 © 2014 Marketo, Inc.#mktgnation14 Lead Scoring Funnel by Product
  12. 12. Page 12 © 2014 Marketo, Inc.#mktgnation14 TestComplete Email Performance No Score vs. Positive Score 9.4% 0.8% 33.7% 19.8% 0.0% 5.0% 10.0% 15.0% 20.0% 25.0% 30.0% 35.0% 40.0% % Opened %Clicked No TestComplete Score Positive TestComplete Score
  13. 13. Page 13 © 2014 Marketo, Inc.#mktgnation14 TestComplete Q4 2013 Sales Promo: Conversion Rate by Lead Score 0.05% 0.14% 0.81% 2.15% 0.00% 0.50% 1.00% 1.50% 2.00% 2.50% TC No Score TC Positive Score TC Positive Score: Behavior Only (No Job Title) TC Positive Score: Job Title & Behavior
  14. 14. Page 14 © 2014 Marketo, Inc.#mktgnation14 Segmentation Approach Short-term -Quick and Simple -Historical batching -Not Weighted -Fixed Long-term -Time -Difficult to batch historical behavior -Weighted -Granular + -
  15. 15. Page 15 © 2014 Marketo, Inc.#mktgnation14 Wait! There’s something you should know… Prerequisites 5
  16. 16. Page 16 © 2014 Marketo, Inc.#mktgnation14 1. The Russian Doll Approach One size does not fit all, but a few sizes will fit most. Start with a few buckets that can fit all of your leads, then build out smaller buckets within smaller buckets.
  17. 17. Page 17 © 2014 Marketo, Inc.#mktgnation14 = Viable Database • Unsubscribed • Invalid Data • Incomplete Data • Lead Disposition • Lead Source • Lead Age • Inactivity (Web, forms, email) • Public Domain Email • Out of Territory • Black listed 2. Separate the Trash and Treasure
  18. 18. Page 18 © 2014 Marketo, Inc.#mktgnation14 3. First, you need to understand your… Customers Product(s) Service(s) Business Model
  19. 19. Page 19 © 2014 Marketo, Inc.#mktgnation14 4. All leads are NOT created equal Pain points = =X X Personas Organizations
  20. 20. Page 20 © 2014 Marketo, Inc.#mktgnation14 5. You can Segment and Score anything! Products Personas Data Quality Interests Pain Points Buy Stages Preferences Features REMEMBER!
  21. 21. Page 21 © 2014 Marketo, Inc.#mktgnation14 Data Types and Collection Methods Explicit Demographic/Firmographic
  22. 22. Page 22 © 2014 Marketo, Inc.#mktgnation14 Data Types and Collection Methods Explicit Demographic/Firmographic
  23. 23. Page 23 © 2014 Marketo, Inc.#mktgnation14 Data Types and Collection Methods Implicit Behavioral • Web page visits • Email engagement • Content downloads • Video views • Webinar reg/attendance • Social activity • Search • Trial downloads/activations • Form completions • Product usage • Get creative!
  24. 24. Page 24 © 2014 Marketo, Inc.#mktgnation14 What’s the BIGidea?
  25. 25. Page 25 © 2014 Marketo, Inc.#mktgnation14 INTERESTBehavioral (Implicit) High Fit Low Fit High Interest Low Interest FIT Demographic and Firmographic (Explicit)
  26. 26. Page 26 © 2014 Marketo, Inc.#mktgnation14 26 400 Conversions 320 Targeted Email Campaign (Non-Segmented) Mass Audience Fit AND Interest (4%) Fit OR Interest (16%) NO Fit, NO Interest (80%) 240 = 960 100,000 Leads
  27. 27. Page 27 © 2014 Marketo, Inc.#mktgnation14 The BIG SECRET to Segmentation, Nurturing, Scoring, Dynamic Content… Leads Content
  28. 28. Page 28 © 2014 Marketo, Inc.#mktgnation14 Track Tag Products Topics Job Titles Industries Pain Points Buy Stages etc Products Topics Job Titles Industries Pain Points Buy Stages etc ContentLEADS
  29. 29. Page 29 © 2014 Marketo, Inc.#mktgnation14 Marketing Database
  30. 30. Page 30 © 2014 Marketo, Inc.#mktgnation14 Content relevant to which… Product Groups? Products? Topics/Keywords? Job Titles? Industries? Marketing Database
  31. 31. Page 31 © 2014 Marketo, Inc.#mktgnation14 Testing Mobile Implicit, Behavioral Explicit, Demographic
  32. 32. Page 32 © 2014 Marketo, Inc.#mktgnation14 Implicit Implicit, Behavioral OR OR OR
  33. 33. Page 33 © 2014 Marketo, Inc.#mktgnation14 Implicit Explicit, Demographic OR OR OR
  34. 34. Page 34 © 2014 Marketo, Inc.#mktgnation14 Implicit Explicit, Demographic Implicit, Behavioral OR
  35. 35. Page 35 © 2014 Marketo, Inc.#mktgnation14 Email Paid Website Blog Social PPC Channels CONTENT TRIAL Nurture
  36. 36. Page 36 © 2014 Marketo, Inc.#mktgnation14 eBooks Whitepapers Webinars Reports Case Studies ROI Calculators Product Demos Sell your Boss Scoring/Stages Infographics Slideshares Blog posts Videos
  37. 37. Page 37 © 2014 Marketo, Inc.#mktgnation14 37 + Pre-Trial During Trial Post Trial House Lists Reps
  38. 38. Page 38 © 2014 Marketo, Inc.#mktgnation14 Arm Sales with Data $
  39. 39. Page 39 © 2014 Marketo, Inc.#mktgnation14 SFDC Fields > Objects/Views SFDC Campaigns, Interesting Moments Automated Alerts Automated Reports
  40. 40. Page 40 © 2014 Marketo, Inc.#mktgnation14 Down the Drain, Through the Cracks… SALES Purchases competitor XTime
  41. 41. Thank You! Email: gary.deasi@smartbear.com LinkedIn: www.linkedin.com/in/garydeasi/ Twitter: @gdaz Blog: http://theninjamarketingblog.com/

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