Marketo Summit 2014 - Taking Dynamic Content and PURLs to the Next Level
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The document discusses how to take dynamic content and personalized URLs (PURLs) to the next level for marketing purposes. It describes using recommendation engines and PURLs to provide personalized content destinations that feature relevant offers and resources for prospects based on their interests and behaviors. Specific cases studies are presented of how IBM and 360pi implemented these strategies to increase content consumption and engagement. The key benefits highlighted are that personalized recommendations drive greater lead progression compared to only promoting single offers without context.
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Marketo Summit 2014 - Taking Dynamic Content and PURLs to the Next Level
- 1. Taking Dynamic Content/PURLs to the Next Level Pierce Ujjainwalla Marketing Automation Lead, Revenue Pulse Edward Unthank Marketing Technology Consultant, Etumos
- 2. Agenda • Architecting Dynamic Content Recommendation Engine Suggested Resource Program • Implementing PURLs Personalized Resource Center Direct Mail Page 2 #mktgnation14 © 2014 Marketo, Inc.
- 3. 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 3 #mktgnation14 © 2014 Marketo, Inc.
- 4. A Different Approach to Lead Generation 1 1+ 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. Page 4 #mktgnation14 © 2014 Marketo, Inc.
- 5. Sample Email Barack, Page 5 #mktgnation14 © 2014 Marketo, Inc.
- 6. Personalized Resource Center Hello Barack Barack Obama Page 6 #mktgnation14 © 2014 Marketo, Inc.
- 7. Results Downloads per visit: 1 2.87 After directing Before directing visitors to the PURL Resource Center visitors to the PURL Resource Center • Top performing marketing program in business analytics in terms of engagement • Over 26,000+ responses per year • Millions of dollars in marketing initiated pipeline Page 7 #mktgnation14 © 2014 Marketo, Inc.
- 8. High Level Approach • Most natural choice for content • Make it feel like a conversation • Don’t put your foot in your mouth Page 8 #mktgnation14 © 2014 Marketo, Inc.
- 9. Dynamic Content STATIC Segmentation • Industry • Title • Company • Location AS-IS! DYNAMIC Segmentation • Next suggested resource • Lead status • Buying stage COMPUTED! Page 9 #mktgnation14 © 2014 Marketo, Inc.
- 10. 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 10 #mktgnation14 © 2014 Marketo, Inc.
- 11. Architecture Considerations • Speed • Scalability • Robustness • Workflow Options • Fields • Segmentations • Dynamic Snippets Page 11 #mktgnation14 © 2014 Marketo, Inc.
- 12. 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 12 #mktgnation14 © 2014 Marketo, Inc.
- 13. Prep Time: Channel Setup Soft Stops Hard Stops Page 13 #mktgnation14 © 2014 Marketo, Inc.
- 14. Recommendation Engine Logic Page 14 #mktgnation14 © 2014 Marketo, Inc.
- 15. Secondary Program Page 15 #mktgnation14 © 2014 Marketo, Inc.
- 16. Secondary Program: Moving Parts Overview • Green light smart list • Assignment campaign (assigns values) • Strike campaigns (assigns and calculates strikes) • Stop campaigns Page 16 #mktgnation14 © 2014 Marketo, Inc.
- 17. 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 17 #mktgnation14 © 2014 Marketo, Inc.
- 18. 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 18 #mktgnation14 © 2014 Marketo, Inc.
- 19. Secondary Program: Strike System • Master striker for processing • Individual strikes when something bad happens • Three(ish) strikes Page 19 #mktgnation14 © 2014 Marketo, Inc.
- 20. 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 20 #mktgnation14 © 2014 Marketo, Inc.
- 21. Secondary Program: Hard Stops • Hard Stop: Neutral end • Hard Stop: Successful end Page 21 #mktgnation14 © 2014 Marketo, Inc.
- 22. 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 22 #mktgnation14 © 2014 Marketo, Inc.
- 23. Page 23 #mktgnation14 © 2014 Marketo, Inc.
- 24. 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 24 #mktgnation14 © 2014 Marketo, Inc.
- 25. 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 25 #mktgnation14 © 2014 Marketo, Inc.
- 26. In Marketo: It Was Glorious Page 26 #mktgnation14 © 2014 Marketo, Inc.
- 27. Marketo Registration Pages Page 27 #mktgnation14 © 2014 Marketo, Inc.
- 28. Marketo Thank You Pages Page 28 #mktgnation14 © 2014 Marketo, Inc.
- 29. 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 29 #mktgnation14 © 2014 Marketo, Inc.
- 30. 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 30 #mktgnation14 © 2014 Marketo, Inc.
- 31. 360pi PURL Resource Center: Anonymous Page 31 #mktgnation14 © 2014 Marketo, Inc.
- 32. 360pi PURL Resource Center: Known Page 32 #mktgnation14 © 2014 Marketo, Inc.
- 33. How It All Works Welcome! Gated asset requiring registration Marketo Landing Page Registration Form Marketo Munchkin WebReply Script iframe Marketo Munchkin WebReply Script WebReply Server Marketo Server Page 33 #mktgnation14 © 2014 Marketo, Inc.
- 34. Marketo Out-of-the-Box • Now supports single-click registration for known visitors Anonymous Known Page 34 #mktgnation14 © 2014 Marketo, Inc.
- 35. Setting Up 1-Click Forms Create form using new Forms 2.0 editor Page 35 #mktgnation14 © 2014 Marketo, Inc.
- 36. 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 36 #mktgnation14 © 2014 Marketo, Inc.
- 37. Marketo PURL Tracking: 3 Scenarios 1 2 3 Known > Tracks properly Anonymous, No Cookie > Tracks properly Anonymous, Cookied > Does not track properly Page 37 #mktgnation14 © 2014 Marketo, Inc.
- 38. There’s a Workaround For That Web Server Recognizes vanity URL, redirects to Marketo landing page Marketo Landing Page not visible to prospect Hidden Marketo form grabs email URL parameter, submits form. Marketo Landing Page visible to prospect Because of form submission, Marketo knows who this person is and can personalize. Page 38 #mktgnation14 © 2014 Marketo, Inc.
- 39. Direct Mail and Marketo Engagement Streams • LaunchPoint partners will do on-demand mailers • Multi-channel lead nurturing • Works using Webhooks Page 39 #mktgnation14 © 2014 Marketo, Inc.
- 40. Direct Mail and Lead Nurture Step #1: Set up a Webhook to a direct mail partner Page 40 #mktgnation14 © 2014 Marketo, Inc.
- 41. Direct Mail and Lead Nurture Step #2: Create a direct mail program with a Webhook call Page 41 #mktgnation14 © 2014 Marketo, Inc.
- 42. Direct Mail and Lead Nurture Step #3: Enter your Webhook into the flow Page 42 #mktgnation14 © 2014 Marketo, Inc.
- 43. Direct Mail and Lead Nurture Step #4: Add direct mail program to engagement program Page 43 #mktgnation14 © 2014 Marketo, Inc.
- 44. 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 44 #mktgnation14 © 2014 Marketo, Inc.
- 45. Contact Us Edward Unthank Marketing Technology Consultant/Marketo Champion, Etumos Pierce Ujjainwalla Principal Marketo Consultant/ Marketo Champion, Revenue Pulse pierce@revenuepulse.com @marketing_101 eunthank@etumos.com @EdwardUnthank Page 45 #mktgnation14 © 2014 Marketo, Inc.
- 46. Page 46 #mktgnation14 © 2014 Marketo, Inc.
- 47. Thank You!
Notas del editor
- 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
- 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 -
- 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 -
- * 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
- 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
- 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.
- Lead status * MQL SAL SQL etc Intro buying stage
- 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.
- tweet
- 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.
- Decision-making criteria can change Buying stages: Awareness (tofu), Research (mofu), Consideration (bofu). TWEET. REROLL campaign.
- Beginning, middle, end
- 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.
- 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
- 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.
- Marketo Form w/ Hidden Email Address Field Marketo Landing Page Template Marketo Landing Page Web Server
- Mention Direct Mail Manager here.
- EXAMPLE OF POPULATED SLIDE