Intelligent Lead Nurturing (MUS 14) Edward Unthank
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Transcript of Intelligent Lead Nurturing (MUS 14) Edward Unthank
How to Take Intelligent Lead Nurturing to
the Next Level
Edward Unthank Marketing Operations Manager, Yesler
Page 2 © 2014 Marketo, Inc. #mktgnation14
Anytime you see this symbol throughout
the presentation:
You’ll have access to a live tweet with
further info. Very Tech. Much Tweet. Wow.
Page 3 © 2014 Marketo, Inc. #mktgnation14
Agenda
• Drip versus nurture
• Lead nurturing strategy
• Buyer stage scoring
• Engagement program implementation
• Challenger/champion
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The End of Drip
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• Blind to prospect behavioral signals
• Static Logic
• One-size-fits-all
• No automated testing
Drip Versus Nurture
• Listens to signals and responds
• Dynamic Logic
• Personalized suggestions
• Constant improvement with challenger/champion
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Seriously. None.
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Intelligent Lead Nurturing
Takes into account buyer stage (ARC Scoring)
• People are aware of the problem? Teach them more.
• Drive people down the funnel
Takes into account product interest (product interest scoring)
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How To Do This
Traffic Director puts people into the appropriate engagement programs.
Traffic Cop uses gatekeepers to assign content individually with wait steps.
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Marketo Flow Walkthrough
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Buyer Stage Scoring
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Buyer Stage Scoring (Real Quick)
• Fields:
• ARC – Awareness Score
• ARC – Research Score
• ARC – Consideration Score
• Segmentation:
• Consideration
• Research
• Awareness
• DisQ – Consideration
• DisQ – Research
• DisQ – Awareness
• Default
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Engagement Program: How It Works
• Each “Cast” happens at the specified time
• Skips that piece of content for two reasons:
1. Email ID
2. Member of that program
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Programs in Lead Nurturing
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Emails in Lead Nurturing
If you clone an email, it is NOT the same email
If you copy and paste the contents so the HTML is identical, it is NOT the same email
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But My Emails Promote the Same Asset!
• Bring in the programs!
• Add a program status: Exclusion
• Any time you want to exclude a lead from that cast, add it to the program with the “Exclusion” program status
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Success! It Logics Correctly!
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• King of the Hill
• Subject lines to start
• LEARN
• Whole emails after
• Copy, images, etc.
• Winner: Conversions
Challenger/Champion Testing, Integrated
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Custom Conversion Ratio
• Champion Criteria: Custom Conversion Ratio
• Define your own conversion—what really matters
• E.g., form fill-out
• Note: Watch for false positives!
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You Can Use Programs To Do Anything!
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Yep, Really. Here’s How:
Your triggered smart campaign can do whatever you want
Wait steps
Adding an open task to the lead owner (!)
Sending direct mail
Sending a text message
Requesting on LinkedIn
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Hints for Scalability and Robustness
• Canonical download lists for assets
• “Program Name” replacement with cloning
• Challenger/champion reports:
• Sample size math for frequency
• Send to an alias
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Take-Aways
• Right content, right time
• Automate your testing
• Go beyond email marketing
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Thank You
Edward Unthank Marketing Operations Manager/Marketo Champion, Yesler
@EdwardUnthank
Booth 248