Download - Taking Dynamic Content to the Next Level
Taking Dynamic Content/PURLs
to the Next Level
Pierce UjjainwallaMarketing Automation Lead, Revenue Pulse
Edward UnthankMarketing Operations Manager, Yesler
Page 2 © 2014 Marketo, Inc. #mktgnation14
Agenda
• Architecting Dynamic ContentRecommendation Engine
Suggested Resource Program
• Implementing PURLsPersonalized Resource Center
Direct Mail
Page 3 © 2014 Marketo, Inc. #mktgnation14
Case Study #1IBM 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 TextThe 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 TextThe landing page URL to direct to, to continue the gated experience.
resources.yesler.com/how-to-create-and-use-buyer-personas.html
SR – URL TextThe URL of the asset itself, either the PDF or OD Viewing Page, etc
http://resources.yesler.com/rs/projectlineservices/images/The%20Art%20of%20Buyer%20Personas.pdf
SR - Image URL TextPure URL of the image with no sizing or HTML
http://resources.yesler.com/rs/projectlineservices/images/Yesler-Art-Of-Buyer-Personas-Solution-Brief.png
SR - Description TextOne-sentence tagline kind of description.
Learn how to bring sharper focus to your marketing with buyer personas.
SR – Button CTA TextShort, 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 UnthankMarketing Operations Manager/Marketo Champion, Yesler
@marketing_101
@EdwardUnthank
Pierce UjjainwallaPrincipal Marketo Consultant/Marketo Champion, Revenue Pulse
Booth 248
Page 47 © 2014 Marketo, Inc. #mktgnation14
Thank You!