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Taking Dynamic Content/PURLs
to the Next Level
Pierce Ujjainwalla
Marketing Automation Lead,
Revenue Pulse
Edward Unthank
Marketing Operations
Manager, Yesler
Page 2 © 2014 Marketo, Inc.#mktgnation14
Agenda
• Architecting Dynamic Content
Recommendation Engine
Suggested Resource Program
• Implementing PURLs
Personalized Resource Center
Direct Mail
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
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+
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 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
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
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!
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
Page 11 © 2014 Marketo, Inc.#mktgnation14
Considerations
• Speed
• Scalability
• Robustness
• Workflow
Architecture
Options
• Fields
• Segmentations
• Dynamic Snippets
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
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 campaign
(assigns values)
• Strike campaigns (assigns
and calculates strikes)
• Stop campaigns
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
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
Page 19 © 2014 Marketo, Inc.#mktgnation14
Secondary Program: Strike System
• Master striker for processing
• Individual strikes when something
bad happens
• Three(ish) strikes
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
Page 21 © 2014 Marketo, Inc.#mktgnation14
Secondary Program: Hard Stops
• Hard Stop: Neutral end
• Hard Stop: Successful end
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
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 types of PURLs
Two common uses:
1. Disposable PURL
2. Persistent PURL (Landing Page Portal)
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
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
navigation
• No personalization
• Forms required for
each offer, even for
known visitors
• Hard to manage
lots of content
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
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
Page Registration
Form
Marketo
Munchkin
WebReply
Script
iframe
Marketo ServerWebReply Server
Marketo
Munchkin
WebReply
Script
Page 34 © 2014 Marketo, Inc.#mktgnation14
Marketo Out-of-the-Box
• Now supports single-click registration for known visitors
Anonymous Known
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
• Incorporate direct mail into your
lead nurturing
• Benefits of direct mail:
• Less competition
• More opportunity to be creative
• Direct mail is now measurable
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
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
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
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 Webhook call
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 program
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.
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
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
Page 47 © 2014 Marketo, Inc.#mktgnation14
Thank You!

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Taking Dynamic Content to the Next Level

  • 1. Taking Dynamic Content/PURLs to the Next Level Pierce Ujjainwalla Marketing Automation Lead, Revenue Pulse Edward Unthank Marketing Operations Manager, Yesler
  • 2. Page 2 © 2014 Marketo, Inc.#mktgnation14 Agenda • Architecting Dynamic Content Recommendation Engine Suggested Resource Program • Implementing PURLs Personalized Resource Center Direct Mail
  • 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. 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. Page 5 © 2014 Marketo, Inc.#mktgnation14 Sample Email Barack,
  • 6. Page 6 © 2014 Marketo, Inc.#mktgnation14 Personalized Resource Center Hello Barack Barack Obama
  • 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. 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. 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. 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. Page 11 © 2014 Marketo, Inc.#mktgnation14 Considerations • Speed • Scalability • Robustness • Workflow Architecture Options • Fields • Segmentations • Dynamic Snippets
  • 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. Page 13 © 2014 Marketo, Inc.#mktgnation14 Prep Time: Channel Setup Soft Stops Hard Stops
  • 14. Page 14 © 2014 Marketo, Inc.#mktgnation14 Recommendation Engine Logic
  • 15. Page 15 © 2014 Marketo, Inc.#mktgnation14 Secondary Program
  • 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. 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. 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. Page 19 © 2014 Marketo, Inc.#mktgnation14 Secondary Program: Strike System • Master striker for processing • Individual strikes when something bad happens • Three(ish) strikes
  • 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. Page 21 © 2014 Marketo, Inc.#mktgnation14 Secondary Program: Hard Stops • Hard Stop: Neutral end • Hard Stop: Successful end
  • 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. Page 23 © 2014 Marketo, Inc.#mktgnation14
  • 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. 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. Page 26 © 2014 Marketo, Inc.#mktgnation14 In Marketo: It Was Glorious
  • 27. Page 27 © 2014 Marketo, Inc.#mktgnation14 Marketo Registration Pages
  • 28. Page 28 © 2014 Marketo, Inc.#mktgnation14 Marketo Thank You Pages
  • 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. 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. Page 31 © 2014 Marketo, Inc.#mktgnation14 360pi PURL Resource Center: Anonymous
  • 32. Page 32 © 2014 Marketo, Inc.#mktgnation14 360pi PURL Resource Center: Known
  • 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. Page 34 © 2014 Marketo, Inc.#mktgnation14 Marketo Out-of-the-Box • Now supports single-click registration for known visitors Anonymous Known
  • 35. Page 35 © 2014 Marketo, Inc.#mktgnation14 Setting Up 1-Click Forms Create form using new Forms 2.0 editor
  • 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. 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. 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. 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. Page 40 © 2014 Marketo, Inc.#mktgnation14 Direct Mail and Lead Nurture Step #1: Set up a Webhook to a direct mail partner
  • 41. Page 41 © 2014 Marketo, Inc.#mktgnation14 Direct Mail and Lead Nurture Step #2: Create a direct mail program with a Webhook call
  • 42. Page 42 © 2014 Marketo, Inc.#mktgnation14 Direct Mail and Lead Nurture Step #3: Enter your Webhook into the flow
  • 43. Page 43 © 2014 Marketo, Inc.#mktgnation14 Direct Mail and Lead Nurture Step #4: Add direct mail program to engagement program
  • 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. 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. 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. Page 47 © 2014 Marketo, Inc.#mktgnation14

Editor's Notes

  1. Track Owner: mniedenthal@marketo.com Deadlines: March 3rd – 7th – Final dry run of presentations with presenters March 28th – Final presentation decks submitted Timing: 50 minutes 10 minutes Q&A
  2. Notes from WebReply: persistent portal, creating a destination. not a disposable PURL. - every two weeks - every once and a while there is something they like - more impressions - abstract only, still getting in front of them - relevance gets something read, resonance gets action - content matrix and different dimensions - index to database - PURLs role is broader than being a vanity attraction - yes - testing on millions of emails (comparing left and right) - read left to right - left is more important than right - tracking facility - persistent website, maintenance is easier - passive tracking, no cookies required - unlimited flexibility on what is put on a website - multi-language, messaging. can change the whole freakin’ webpage - ties prospect to a database directly - Integration w/ Marketo -
  3. Notes from WebReply: persistent portal, creating a destination. not a disposable PURL. - every two weeks - every once and a while there is something they like - more impressions - abstract only, still getting in front of them - relevance gets something read, resonance gets action - content matrix and different dimensions - index to database - PURLs role is broader than being a vanity attraction - yes - testing on millions of emails (comparing left and right) - read left to right - left is more important than right - tracking facility - persistent website, maintenance is easier - passive tracking, no cookies required - unlimited flexibility on what is put on a website - multi-language, messaging. can change the whole freakin’ webpage - ties prospect to a database directly - Integration w/ Marketo -
  4. * call out the fact that cookies are not necessary * cross-domain rules cannot extract information from iFrame * adding URL parameters on the URL string when the person hits the registration button it passes to WebReply servers (takes over submit button), including munchkin code 1. Reg form page 2. When you call form, add URL parameters to form URL, munchkin + system 3. Submit form: WebReply script passes information from regular form fields + URL parameters 4. New contact - store in DB, generate PURL 5. Two munchkin cookies, one from our site, and one from theirs 6. Pass on the scripts to Marketo to do their form submission 7. Refresh to same page 8. Page reloads. Munchkin cookie exists in browser. WebReply tracks Munchkins related to form submission, who submitted? 9. Match munchkin to person in DB. * Add new person - calls WebReply, sends leadID, grabs rest of information. Assign PURL if they don’t have one, send PURL back -> * 2 fields: PURL and WebReply contact ID
  5. Key Takeaways: Personalization increases engagement Create a destination and they will return Relevant content is consumed more by prospects Single call-to-action emails followed by multi call-to-action resource center performs best
  6. This should be the most human-logical choice of a next suggestion as you can create. We find what that should be, and then engineer a solution to fit our business need.
  7. Lead status * MQL SAL SQL etc Intro buying stage
  8. SPEED. You need to be one step ahead in queuing these. They’ll see the thank-you page immediately. You have to beat the processing speed of your campaigns to make sure you assign everything faster than they can see it. SCALABILITY. When my company grows, and my database grows, will this work? ROBUSTNESS. Will this work tomorrow if I change how I think about things or set things up? Is it minimizing the rework that I will have to do? WORKFLOW. How much of a pain in the ass am I creating for my team each week? For each new asset that we create? These are the options, but our recommendation is to do a combination of fields and segmentations, because it meets these parameters on the left.
  9. tweet
  10. Soft stop: = when you want to pause the recommendation because of outside forces, not the recommendation’s fault. Aka when there’s a better fit. E.g., when your content team comes up with a more fitting piece of content. Or when the prospect shows more advanced interest in buying stage or product interest. Consideration interest and an offer becomes more applicable. Hard Stop = Success = When someone downloads the asset, Failure = when they strike out (show disinterest enough that we choose not to promote the asset again), Neutral = or if they download the asset before ever seeing your recommendation. Setting this up so that it sorts automatically, and so the progression statuses can act as measures of your suggested resource success.
  11. Decision-making criteria can change Buying stages: Awareness (tofu), Research (mofu), Consideration (bofu). TWEET. REROLL campaign.
  12. Beginning, middle, end
  13. Master striker for processing Individual strikes when something bad happens: * Viewed your suggestion three times and chose NOT to download. This is on thank-you pages, confirmation pages, etc. Three(ish) strikes until we get the picture and stop suggesting that resource.
  14. To maximize the possible uses of the campaign When another resource becomes a higher-fitness suggestion: when the first-level and second-level reroll logic changes. E.g., they move into Consideration, or show product interest that groups them differently
  15. Neutral end – When the person didn’t actually see your campaign at all, but they downloaded the asset anyway. Changes status to a hard stop. Successful end – View-based conversion. They saw your suggestion and downloaded either directly by clicking or indirectly by canonical. Changes status to a hard stop. Soft stops – watches for the suggested resource assignment in lead value to change. Changes status to a soft stop.
  16. Marketo Form w/ Hidden Email Address Field Marketo Landing Page Template Marketo Landing Page Web Server
  17. Mention Direct Mail Manager here.
  18. EXAMPLE OF POPULATED SLIDE