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Taking Dynamic Content/PURLs
to the Next Level
Pierce Ujjainwalla
Marketing Automation Lead,
Revenue Pulse
Edward Unthank
...
Page 2 © 2014 Marketo, Inc.#mktgnation14
Agenda
• Architecting Dynamic Content
Recommendation Engine
Suggested Resource Pr...
Page 3 © 2014 Marketo, Inc.#mktgnation14
Case Study #1
IBM Cognos Financial Performance Management Resource Center
• Centr...
Page 4 © 2014 Marketo, Inc.#mktgnation14
A Different Approach to Lead Generation
New PURL Approach:
Promote 1 offer and ta...
Page 5 © 2014 Marketo, Inc.#mktgnation14
Sample Email
Barack,
Page 6 © 2014 Marketo, Inc.#mktgnation14
Personalized Resource Center
Hello Barack
Barack Obama
Page 7 © 2014 Marketo, Inc.#mktgnation14
Results
Downloads per visit:
• Top performing marketing program in business analy...
Page 8 © 2014 Marketo, Inc.#mktgnation14
High Level Approach
• Most natural choice for content
• Make it feel like a conve...
Page 9 © 2014 Marketo, Inc.#mktgnation14
STATIC Segmentation
• Industry
• Title
• Company
• Location
AS-IS!
Dynamic Conten...
Page 10 © 2014 Marketo, Inc.#mktgnation14
Suggested Resource Program
Assigns the most logical
next resource
• Based on beh...
Page 11 © 2014 Marketo, Inc.#mktgnation14
Considerations
• Speed
• Scalability
• Robustness
• Workflow
Architecture
Option...
Page 12 © 2014 Marketo, Inc.#mktgnation14
Prep Time: Create New Fields!
New Fields Field Type Description Example
SR – Tit...
Page 13 © 2014 Marketo, Inc.#mktgnation14
Prep Time: Channel Setup
Soft Stops
Hard Stops
Page 14 © 2014 Marketo, Inc.#mktgnation14
Recommendation Engine Logic
Page 15 © 2014 Marketo, Inc.#mktgnation14
Secondary Program
Page 16 © 2014 Marketo, Inc.#mktgnation14
Secondary Program: Moving Parts Overview
• Green light smart list
• Assignment c...
Page 17 © 2014 Marketo, Inc.#mktgnation14
Secondary Program: Green Light Smart List
• Gives the go-ahead to the ReRoll cam...
Page 18 © 2014 Marketo, Inc.#mktgnation14
Secondary Program: Assignment
• Picks up where it left off
• Assigns all of the ...
Page 19 © 2014 Marketo, Inc.#mktgnation14
Secondary Program: Strike System
• Master striker for processing
• Individual st...
Page 20 © 2014 Marketo, Inc.#mktgnation14
Secondary Program: Soft Stops
• To maximize the possible
uses of the campaign
• ...
Page 21 © 2014 Marketo, Inc.#mktgnation14
Secondary Program: Hard Stops
• Hard Stop: Neutral end
• Hard Stop: Successful e...
Page 22 © 2014 Marketo, Inc.#mktgnation14
Dynamic Content Summary
• Recommendation engine – you can use it anywhere!
• Per...
Page 23 © 2014 Marketo, Inc.#mktgnation14
Page 24 © 2014 Marketo, Inc.#mktgnation14
What Is a PURL?
• Personalized URL
pierce.ujjainwalla.marketo.com
There are 2 ty...
Page 25 © 2014 Marketo, Inc.#mktgnation14
Case Study #2:
360pi Personalized Resource Center
• 360pi is a startup that does...
Page 26 © 2014 Marketo, Inc.#mktgnation14
In Marketo: It Was Glorious
Page 27 © 2014 Marketo, Inc.#mktgnation14
Marketo Registration Pages
Page 28 © 2014 Marketo, Inc.#mktgnation14
Marketo Thank You Pages
Page 29 © 2014 Marketo, Inc.#mktgnation14
On the Web: Could Use Improvement
• Content was not
organized for easy
navigatio...
Page 30 © 2014 Marketo, Inc.#mktgnation14
Goal: Replicate IBM Resource Center Experience
• Personalized experience with PU...
Page 31 © 2014 Marketo, Inc.#mktgnation14
360pi PURL Resource Center: Anonymous
Page 32 © 2014 Marketo, Inc.#mktgnation14
360pi PURL Resource Center: Known
Page 33 © 2014 Marketo, Inc.#mktgnation14
How It All Works
Gated asset requiring
registration
Welcome!
Marketo Landing
Pag...
Page 34 © 2014 Marketo, Inc.#mktgnation14
Marketo Out-of-the-Box
• Now supports single-click registration for known visito...
Page 35 © 2014 Marketo, Inc.#mktgnation14
Setting Up 1-Click Forms
Create form using new Forms 2.0 editor
Page 36 © 2014 Marketo, Inc.#mktgnation14
Marketo PURLs: Where to Use Them
• Useful for direct mail campaigns
• Incorporat...
Page 37 © 2014 Marketo, Inc.#mktgnation14
Marketo PURL Tracking: 3 Scenarios
Known >
Tracks properly
Anonymous,
No Cookie ...
Page 38 © 2014 Marketo, Inc.#mktgnation14
There’s a Workaround For That
Recognizes vanity
URL, redirects to
Marketo landin...
Page 39 © 2014 Marketo, Inc.#mktgnation14
Direct Mail and Marketo Engagement Streams
• LaunchPoint partners will do on-dem...
Page 40 © 2014 Marketo, Inc.#mktgnation14
Direct Mail and Lead Nurture
Step #1: Set up a Webhook to a direct mail partner
Page 41 © 2014 Marketo, Inc.#mktgnation14
Direct Mail and Lead Nurture
Step #2: Create a direct mail program with a Webhoo...
Page 42 © 2014 Marketo, Inc.#mktgnation14
Direct Mail and Lead Nurture
Step #3: Enter your Webhook into the flow
Page 43 © 2014 Marketo, Inc.#mktgnation14
Direct Mail and Lead Nurture
Step #4: Add direct mail program to engagement prog...
Page 44 © 2014 Marketo, Inc.#mktgnation14
About WebReply
• Full-service, web marketing and technology company
based in the...
Page 45 © 2014 Marketo, Inc.#mktgnation14
Key Take-Aways
• Personalized/dynamic content boosts engagement
• Create a desti...
Page 46 © 2014 Marketo, Inc.#mktgnation14
Contact Us
Edward Unthank
Marketing Operations
Manager/Marketo Champion, Yesler
...
Page 47 © 2014 Marketo, Inc.#mktgnation14
Thank You!
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Taking Dynamic Content to the Next Level

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In this session from the 2014 Marketo Summit, learn how to implement dynamic content in Marketo to boost conversion rates and provide a more personalized experience.

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Taking Dynamic Content to the Next Level

  1. 1. Taking Dynamic Content/PURLs to the Next Level Pierce Ujjainwalla Marketing Automation Lead, Revenue Pulse Edward Unthank Marketing Operations Manager, Yesler
  2. 2. Page 2 © 2014 Marketo, Inc.#mktgnation14 Agenda • Architecting Dynamic Content Recommendation Engine Suggested Resource Program • Implementing PURLs Personalized Resource Center Direct Mail
  3. 3. Page 3 © 2014 Marketo, Inc.#mktgnation14 Case Study #1 IBM Cognos Financial Performance Management Resource Center • Centralized hub for all marketing content • Leveraged WebReply PURL technology • Tailored streams of content based on interest • Bi-weekly email drove to relevant piece content
  4. 4. Page 4 © 2014 Marketo, Inc.#mktgnation14 A Different Approach to Lead Generation New PURL Approach: Promote 1 offer and take them to a destination that contains that featured offer, PLUS others they may enjoy. Traditional Approach: Promote 1 offer and take prospect directly to that offer ONLY. 1 1+
  5. 5. Page 5 © 2014 Marketo, Inc.#mktgnation14 Sample Email Barack,
  6. 6. Page 6 © 2014 Marketo, Inc.#mktgnation14 Personalized Resource Center Hello Barack Barack Obama
  7. 7. Page 7 © 2014 Marketo, Inc.#mktgnation14 Results Downloads per visit: • Top performing marketing program in business analytics in terms of engagement • Over 26,000+ responses per year • Millions of dollars in marketing initiated pipeline Before directing visitors to the PURL Resource Center 1 2.87After directing visitors to the PURL Resource Center
  8. 8. Page 8 © 2014 Marketo, Inc.#mktgnation14 High Level Approach • Most natural choice for content • Make it feel like a conversation • Don’t put your foot in your mouth
  9. 9. Page 9 © 2014 Marketo, Inc.#mktgnation14 STATIC Segmentation • Industry • Title • Company • Location AS-IS! Dynamic Content DYNAMIC Segmentation • Next suggested resource • Lead status • Buying stage COMPUTED!
  10. 10. Page 10 © 2014 Marketo, Inc.#mktgnation14 Suggested Resource Program Assigns the most logical next resource • Based on behavior and lead info Shows up wherever you want: • Thank you tile • Fulfillment email • Follow-up email • Website promo
  11. 11. Page 11 © 2014 Marketo, Inc.#mktgnation14 Considerations • Speed • Scalability • Robustness • Workflow Architecture Options • Fields • Segmentations • Dynamic Snippets
  12. 12. Page 12 © 2014 Marketo, Inc.#mktgnation14 Prep Time: Create New Fields! 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/projectlin eservices/images/The%20Art%20of%20B uyer%20Personas.pdf SR - Image URL Text Pure URL of the image with no sizing or HTML http://resources.yesler.com/rs/projectlin eservices/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
  13. 13. Page 13 © 2014 Marketo, Inc.#mktgnation14 Prep Time: Channel Setup Soft Stops Hard Stops
  14. 14. Page 14 © 2014 Marketo, Inc.#mktgnation14 Recommendation Engine Logic
  15. 15. Page 15 © 2014 Marketo, Inc.#mktgnation14 Secondary Program
  16. 16. Page 16 © 2014 Marketo, Inc.#mktgnation14 Secondary Program: Moving Parts Overview • Green light smart list • Assignment campaign (assigns values) • Strike campaigns (assigns and calculates strikes) • Stop campaigns
  17. 17. Page 17 © 2014 Marketo, Inc.#mktgnation14 Secondary Program: Green Light Smart List • Gives the go-ahead to the ReRoll campaign that this assignment is good • Filters: • Hasn’t downloaded it before • Isn’t in hard-stop state
  18. 18. Page 18 © 2014 Marketo, Inc.#mktgnation14 Secondary Program: Assignment • Picks up where it left off • Assigns all of the field values • From soft stop to active, with the same amount of strikes
  19. 19. Page 19 © 2014 Marketo, Inc.#mktgnation14 Secondary Program: Strike System • Master striker for processing • Individual strikes when something bad happens • Three(ish) strikes
  20. 20. Page 20 © 2014 Marketo, Inc.#mktgnation14 Secondary Program: Soft Stops • To maximize the possible uses of the campaign • When another resource becomes a higher-fitness suggestion • Pick up right where we left off, if chosen again
  21. 21. Page 21 © 2014 Marketo, Inc.#mktgnation14 Secondary Program: Hard Stops • Hard Stop: Neutral end • Hard Stop: Successful end
  22. 22. Page 22 © 2014 Marketo, Inc.#mktgnation14 Dynamic Content Summary • Recommendation engine – you can use it anywhere! • Personalized recommendations are more effective: • Greater content consumption per person • Guide prospects down funnel
  23. 23. Page 23 © 2014 Marketo, Inc.#mktgnation14
  24. 24. Page 24 © 2014 Marketo, Inc.#mktgnation14 What Is a PURL? • Personalized URL pierce.ujjainwalla.marketo.com There are 2 types of PURLs Two common uses: 1. Disposable PURL 2. Persistent PURL (Landing Page Portal)
  25. 25. Page 25 © 2014 Marketo, Inc.#mktgnation14 Case Study #2: 360pi Personalized Resource Center • 360pi is a startup that does online price monitoring • Started with a one-page resource center • Needed to find a better way to organize content • Wanted to offer a better user experience
  26. 26. Page 26 © 2014 Marketo, Inc.#mktgnation14 In Marketo: It Was Glorious
  27. 27. Page 27 © 2014 Marketo, Inc.#mktgnation14 Marketo Registration Pages
  28. 28. Page 28 © 2014 Marketo, Inc.#mktgnation14 Marketo Thank You Pages
  29. 29. Page 29 © 2014 Marketo, Inc.#mktgnation14 On the Web: Could Use Improvement • Content was not organized for easy navigation • No personalization • Forms required for each offer, even for known visitors • Hard to manage lots of content
  30. 30. Page 30 © 2014 Marketo, Inc.#mktgnation14 Goal: Replicate IBM Resource Center Experience • Personalized experience with PURLs • No forms required after first submission • Drive to a destination for email blasts • Tailored content based on previous downloads • Improved user experience and organization of offers • Ability to show related content
  31. 31. Page 31 © 2014 Marketo, Inc.#mktgnation14 360pi PURL Resource Center: Anonymous
  32. 32. Page 32 © 2014 Marketo, Inc.#mktgnation14 360pi PURL Resource Center: Known
  33. 33. Page 33 © 2014 Marketo, Inc.#mktgnation14 How It All Works Gated asset requiring registration Welcome! Marketo Landing Page Registration Form Marketo Munchkin WebReply Script iframe Marketo ServerWebReply Server Marketo Munchkin WebReply Script
  34. 34. Page 34 © 2014 Marketo, Inc.#mktgnation14 Marketo Out-of-the-Box • Now supports single-click registration for known visitors Anonymous Known
  35. 35. Page 35 © 2014 Marketo, Inc.#mktgnation14 Setting Up 1-Click Forms Create form using new Forms 2.0 editor
  36. 36. Page 36 © 2014 Marketo, Inc.#mktgnation14 Marketo PURLs: Where to Use Them • Useful for direct mail campaigns • Incorporate direct mail into your lead nurturing • Benefits of direct mail: • Less competition • More opportunity to be creative • Direct mail is now measurable
  37. 37. Page 37 © 2014 Marketo, Inc.#mktgnation14 Marketo PURL Tracking: 3 Scenarios Known > Tracks properly Anonymous, No Cookie > Tracks properly Anonymous, Cookied > Does not track properly 1 2 3
  38. 38. Page 38 © 2014 Marketo, Inc.#mktgnation14 There’s a Workaround For That Recognizes vanity URL, redirects to Marketo landing page Hidden Marketo form grabs email URL parameter, submits form. Because of form submission, Marketo knows who this person is and can personalize. Web Server Marketo Landing Page not visible to prospect Marketo Landing Page visible to prospect
  39. 39. Page 39 © 2014 Marketo, Inc.#mktgnation14 Direct Mail and Marketo Engagement Streams • LaunchPoint partners will do on-demand mailers • Multi-channel lead nurturing • Works using Webhooks
  40. 40. Page 40 © 2014 Marketo, Inc.#mktgnation14 Direct Mail and Lead Nurture Step #1: Set up a Webhook to a direct mail partner
  41. 41. Page 41 © 2014 Marketo, Inc.#mktgnation14 Direct Mail and Lead Nurture Step #2: Create a direct mail program with a Webhook call
  42. 42. Page 42 © 2014 Marketo, Inc.#mktgnation14 Direct Mail and Lead Nurture Step #3: Enter your Webhook into the flow
  43. 43. Page 43 © 2014 Marketo, Inc.#mktgnation14 Direct Mail and Lead Nurture Step #4: Add direct mail program to engagement program
  44. 44. Page 44 © 2014 Marketo, Inc.#mktgnation14 About WebReply • Full-service, web marketing and technology company based in the Boston, MA area. • Dynamic web-engagement platform using active personal urls. (Patented technology). • Proven results for clients such as IBM, Nuance, Constant Contact, Wall Street Joutnal • Experienced team of marketers, designers, engineers, and salespeople. • Full suite of technologies to make web marketing and engagement easy and exceptionally effective.
  45. 45. Page 45 © 2014 Marketo, Inc.#mktgnation14 Key Take-Aways • Personalized/dynamic content boosts engagement • Create a destination for prospects • Direct mail presents an opportunity to cut through • Marketo can track success of direct mail
  46. 46. Page 46 © 2014 Marketo, Inc.#mktgnation14 Contact Us Edward Unthank Marketing Operations Manager/Marketo Champion, Yesler pierce@revenuepulse.com @marketing_101 edwardu@yesler.com @EdwardUnthank Pierce Ujjainwalla Principal Marketo Consultant/ Marketo Champion, Revenue Pulse Booth 248
  47. 47. Page 47 © 2014 Marketo, Inc.#mktgnation14
  48. 48. Thank You!

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