Beyond Basic Targeting
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Beyond Basic Targeting Building your Nurture Targeting Strategy and proving real ROI Edward Unthank Founder, Etumos
Transcript of Beyond Basic Targeting
Beyond Basic TargetingBuilding your Nurture Targeting Strategy and proving
real ROI
Edward Unthank
Founder, Etumos
Page 2 #MKTGNATION
Agenda
Build better nurture targeting
Translate personas and pain points into stage-specific nurture tracks
Prove the ROI of your targeting
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Download All The Things!
Lots of things to write down?Here is where you can get all the resources!
etumos.com/Summit2016?utm_campaign=hey+edward
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FundamentalsAUTOMATED:Build a machine that runs and routes automatically, performing better over time
HYPOTHESIS-DRIVEN:Targeting to increase conversion rates, not for the sake of making content
ROBUST AND SCALABLE:Doesn‘t break, grows with the team, doesn‘t require daily maintenance
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Each message has to hit the sweet spot to teach & accelerate
What leads want to do
What we want them to
do
TEACHES+
ACCELERATES
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Revenue Flow Testing
The best way to create hypothesis is with numbers that matter: revenue model metrics.
MAL
MQL
SAL
SQL
INDUSTRY AVERAGE
7%
50%
25%
33%
MAL
MQL
SAL
SQL
YOUR ORGANIZATION
3%
50%
25%
33%
3%
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Revenue Flow Testing
HYPOTHESIS:More targeted nurture by pain point will increase content consumption and therefore increase the MAL -> MQL conversion rate for targeted
individuals.
MAL
MQL
SAL
SQL
INDUSTRY AVERAGE
7%
50%
25%
33%
MAL
MQL
SAL
SQL
YOUR ORGANIZATION
3%
50%
25%
33%
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Nurture Targeting Strategies
SCALABLEBuyer Persona
Use CaseProduct Interest
Pain Point
NOT SCALABLECampaigns
Timely EventsExecutive‘s Whim
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Key Elements to Automated NurtureGENERIC DISCOVERY TRACK:Learn what prospects are interested in
PROFILING PROGRAM:Categorical scoring of your content
TRAFFIC DIRECTOR:Routing people to the best-fit engagement program
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How it Fits TogetherDISCOVERY TRACK
ResearchAwareness Consideration
PRODUCT INTEREST 1 / PAIN POINT 1
Buyer persona A Buyer persona B
PRODUCT INTEREST 2 / PAIN POINT 2
Buyer persona A Buyer persona B
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Profiling Programs: It Works!
Category A
Category B
Category C
???? 32
100 P.TARBITRARYTRESHOLD
WINNER!
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Profiling Programs:Four Levels of Score
Bronze
Gold
Silver
Platinum
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Marketo Flow Walkthrough
etumos.com/Summit2016?utm_campaign=hi+hi+hi
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Traffic Director
Place in Engagement Program
Move to different Engagement
Program
Stop in Engagement Programs
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Random Cohort Assignment
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Takeaways
Eyes on the prize: scalable revenueBuild a machine that you can improve without reworkTest strategic targeting, don‘t blindly accept it
etumos.com/Sumit2016?utm_campaign=adios
Thank You!etumos.com/summit2016?
utm_campaign=ttyl+edward
