September 19, 2013. Marketo dynamic email segmentation and content by Charlie Liang, Shipwire.

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Dynamic Email Customizations
Charlie Liang, Shipwire – September 19, 2013

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Nice to meet you

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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
About Me – Charlie Liang
• Current: Marketing Operations Manager, Shipwire
• 2 years
• Resident marketing automation and Salesforce CRM expert, “CTO” of cloud tools
• In charge of demand gen, funnel conversion, internal tools, and analytics
• Specialties
• Marketing automation and strategy
o Inbound and outbound channels
o 3+ years combined Marketo and Eloqua power user
• Analytics and reporting
o Excel, Google Analytics
• Development
o Front end, cloud tools
• Past: Adaptive Planning, Dell, Google

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Shipwire
• Who we are
• eCommerce software & services logistics company headquartered in Palo Alto, CA
• Winner of 2013 SIIA CODiE for Best Supply Chain Management Solution
• Backed by eBay, Newell Rubbermaid, and VCs
• What we do
• We store, fulfill, and intelligently route orders automatically for merchants with
an online store
• Our reach
• Network of 7 global warehouses in the US, Canada, UK, and China
• Connections to 70+ marketplaces and shopping carts including
Amazon, eBay, Magento, and more
• Our customers
• Gaming: Rovio (Angry Birds), Zynga, Halfbrick (Fruit Ninja)
• Electronics: Dodocase, Mobee
• Diverse customer base of over 1,000

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Intro - Dynamic Content and Segmentation
• What is it?
• Ability to segment marketing database and deliver different content based on the
characteristic(s) of audience
• Where do I use it?
• Emails
• Landing pages
• Campaign flows
• Why do I need it?

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Shipwire Use Case #1 – The Challenge
• Leads were complaining that they didn’t want to fill out a form each
time to view the same asset
• We decided to take this opportunity to nurture them

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Shipwire Use Case #1

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Shipwire Use Case #1

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Shipwire Use Case #1

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Shipwire Use Case #1
• Advantages:
• Receipt for records
• Continue the conversation
• Further engagement
• Saves time
• Launch mini-nurture track?
• Other use cases:
• Follow-ups for demos, webinars, trials, or any other activity
• Request for feedback

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Shipwire Use Case #2 – The Challenge
• We get a lot of inbound traffic and a growing database
• We have general nurturing and a SDR team
• The Challenge: How do we accelerate the middle of the marketing
funnel, increase engagement and boost returning visitors?

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Shipwire Use Case #2 – Inspiration
• What not to do

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Shipwire Use Case #2 – Inspiration
• Amazon example

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Shipwire Use Case #2 – Inspiration
• Hotwire example

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Shipwire Use Case #2

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Shipwire Use Case #2
Dynamic divs

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Shipwire Use Case #2
Corresponding
email for each
website category
and section

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Shipwire Use Case #2 - Results
• Open Rates > 50%
• Click to Open Rates > 18%
• Numerous engagements sent to sales

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Setting it up
1. Set up the segment 2. Define the rules 3. Put it in use

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Setting it up
• How do I use it?
1. Setup segmentations – you get 20 out of the box: Lead Database > Segmentations
2. Define your segments: Marketo will place each lead into the first segment it
belongs in, and default if leads do not belong in any custom segments
3. On your emails and landing pages, drag assets to “Segment By”
• Further Info
• Segmentation:
http://community.marketo.com/MarketoTutorial?id=kA250000000Kz0r
• Dynamic Content:
http://community.marketo.com/MarketoTutorial?id=kA250000000Kz1p
• Further Discussion/Questions
• charlie@shipwire.com

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Bonus: Landing page segmentation
Nomenclature:
sub.domain.com/page.html?Seg
ment1=value&Segment2=value
Segment anything you want on
the page, even for non-cookied
leads. For example, tailor for
entry points
(utm), partners, etc.

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Thank you!