Hyper-Personalization & Next-Level Nurture (Amanda Thomas, Adobe Marketo Summit)

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How can a one-size-fits-all nurture program be truly successful if no person is the same? The “new” nurture is all about engaging your buyer by personalizing content offers and their timing. Putting buyer engagement at the center of your lead nurture programs accelerates your buyer's journey. In this session, learn how to: Customize your nurture program to adapt to each lead's personal content consumption history and engagement speed Build a nurture stream that is automatically tailored to your buyers' preferences Implement your nurture program using best-in-class features within Marketo, such as acceleration and skip logic

Marketing

© 2019 Adobe. All Rights Reserved. Adobe Confidential.
Hyper-Personalization: Engage Buyers with a Next-Level Nurture Program
Amanda Thomas, Etumos | Chris Vandermarel, Pathfactory

© 2019 Adobe. All Rights Reserved. Adobe Confidential. 2

© 2019 Adobe. All Rights Reserved. Adobe Confidential.
▪ Has the potential to be a top driver
of qualified demand
▪ Warm up vast databases of cold
leads
▪ Identify latent demand for your
products/solutions/services
3
▪ Educate leads on their path to
purchase
▪ Once set, can run in the background
to qualify leads
▪ Consistently helps to meet the goals
of the revenue focused B2B
marketer.
WE ♥ NURTURE

© 2019 Adobe. All Rights Reserved. Adobe Confidential. 4
of visitors who come to your website aren’t
ready to buy (yet).96%
of marketers state their lead nurture programs
‘need improvement’ or are ‘average’ at best.77%

© 2019 Adobe. All Rights Reserved. Adobe Confidential.
It’s Time To Improve!
Take advantage of Marketo’s Native Features, Add Ons,
and Launchpoint Integrations to build a NEW NURTURE.
Deliver the RIGHT CONTENT at the
RIGHT TIME throughout the buyer journey.
Educate your leads and turn them in to MQLs FASTER.
5

© 2019 Adobe. All Rights Reserved. Adobe Confidential. 6
HYPER-PERSONALIZED
NURTURE
OLD NURTUREOLD NURTURE

© 2019 Adobe. All Rights Reserved. Adobe Confidential. 7
PERFECT YOUR TIMING PERSONALIZE THE CONTENT UPGRADE YOUR STREAMS
ACCELERATE EDUCATE ELEVATE

© 2019 Adobe. All Rights Reserved. Adobe Confidential.
ACCELERATE
BY PERFECTING
YOUR TIMING
8

© 2019 Adobe. All Rights Reserved. Adobe Confidential.
Implement Acceleration & Skip Logic
9

© 2019 Adobe. All Rights Reserved. Adobe Confidential.
STEP BY STEP to PERFECT
10
1 Create your
engagement program.
2
Create your folder
structure.
● Streams
● Reporting
● Router Campaigns

© 2019 Adobe. All Rights Reserved. Adobe Confidential. 11
3
Build your default
programs.
● Email
● Send Campaign
● Skip Campaign
● Transition Campaigns
STEP BY STEP to PERFECT

© 2019 Adobe. All Rights Reserved. Adobe Confidential.
STEP BY STEP to PERFECT: Skip Campaign
12
4

© 2019 Adobe. All Rights Reserved. Adobe Confidential.
STEP BY STEP to PERFECT: Transition Campaigns
13
5

© 2019 Adobe. All Rights Reserved. Adobe Confidential.
EDUCATE
WITH
PERSONALIZED
CONTENT
14

© 2019 Adobe. All Rights Reserved. Adobe Confidential.
Ways to Create Dynamic Content
15

© 2019 Adobe. All Rights Reserved. Adobe Confidential.
Step By Step
Build out your segments in your
database under the segment;
remember one can only be in
one segment at a time.
16
1
2
3
Map your “ideal” content
journey; remember they will be
able to skip and accelerate
through that journey.
Build out your emails within the
streams and select what
content you want to be
dynamic.

© 2019 Adobe. All Rights Reserved. Adobe Confidential.
Example: Using Dynamic Content to Personalize Your Emails
17

© 2019 Adobe. All Rights Reserved. Adobe Confidential.
Demand Gen
18
Marketing Ops Content Marketing

© 2019 Adobe. All Rights Reserved. Adobe Confidential.
ELEVATE
WITH AI AND
CHANNEL
ALIGNMENT
19

© 2019 Adobe. All Rights Reserved. Adobe Confidential.
Integrations & Upgrades
20

© 2019 Adobe. All Rights Reserved. Adobe Confidential.
Elevate Your Stream:
▪ Web Personalization Tags are added
to landing pages and sub domains.
▪ Tags are assigned to Content URL
Patterns. (marketo.com/knowledge).
▪ Modules are selected within your
email to “Make Predictive”.
▪ What appears in those modules
change based on performance for
the audience.
21

© 2019 Adobe. All Rights Reserved. Adobe Confidential.
Elevate Your Stream:
▪ Set up bingeworthy campaigns
on our website that match our
nurture streams.
▪ Add threshold analytics to each
piece of content.
▪ Add “Threshold Met” as a trigger
to your skip campaigns.
▪ Also add “Threshold Met” to
scoring model.
22

© 2019 Adobe. All Rights Reserved. Adobe Confidential.
SUMMARY
23

© 2019 Adobe. All Rights Reserved. Adobe Confidential.
We Have Walked You Through
24
ACCELERATE
Use default programs to
implement acceleration and
skip logic.
EDUCATE
Use segmentation & dynamic
content to tailor prospect
education.
ELEVATE
Use add ons & integrations to
incorporate predictive content
and align web personalization.

© 2019 Adobe. All Rights Reserved. Adobe Confidential. 25
Chris Vandermarel
chris.vandermarel@pathfactory.com
LinkedIn: /in/cvmarel/
Amanda Thomas
athomas@etumos.com
Twitter: @akthomas10
LinkedIn: in/akthomas10

© 2019 Adobe. All Rights Reserved. Adobe Confidential.
ADOBE SUMMIT | MARCH 26–28 LAS
VEGAS

Hyper-Personalization & Next-Level Nurture (Amanda Thomas, Adobe Marketo Summit)

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Unlock the power of digital marketing and take your business to the next level! This comprehensive presentation covers the fundamentals of digital marketing, including search engine optimization, pay-per-click advertising, social media marketing, email marketing, and content marketing. Learn how to create a digital marketing strategy that drives website traffic, generates leads, and increases brand awareness. Discover the benefits of digital marketing, including cost-effectiveness, measurability, flexibility, and increased reach. Get insights into the latest digital marketing trends and best practices, and learn how to measure and optimize your digital marketing efforts. Whether you're a seasoned marketer or just starting out, this presentation is your ultimate guide to succeeding in the digital landscape. https://www.instagram.com/zoraizahmadd/

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Instant digital issuance (IDI) creates a pre-activated digital version of a new or reissued card before physical card delivery. These digital cards, available for immediate use in a digital wallet for online shopping, are highly popular with consumers, especially younger, tech-savvy cardholders. The right customer communications for Instant Digital Issuance (IDI) can boost engagement and spend. Our card marketing experts have assembled an IDI overview with definitions and best practices for the critical first touch, including examples from Chase, SoFi, Venmo, Affirm, Bank of America and Chime.

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3. © 2019 Adobe. All Rights Reserved. Adobe Confidential. ▪ Has the potential to be a top driver of qualified demand ▪ Warm up vast databases of cold leads ▪ Identify latent demand for your products/solutions/services 3 ▪ Educate leads on their path to purchase ▪ Once set, can run in the background to qualify leads ▪ Consistently helps to meet the goals of the revenue focused B2B marketer. WE ♥ NURTURE

4. © 2019 Adobe. All Rights Reserved. Adobe Confidential. 4 of visitors who come to your website aren’t ready to buy (yet).96% of marketers state their lead nurture programs ‘need improvement’ or are ‘average’ at best.77%

5. © 2019 Adobe. All Rights Reserved. Adobe Confidential. It’s Time To Improve! Take advantage of Marketo’s Native Features, Add Ons, and Launchpoint Integrations to build a NEW NURTURE. Deliver the RIGHT CONTENT at the RIGHT TIME throughout the buyer journey. Educate your leads and turn them in to MQLs FASTER. 5

16. © 2019 Adobe. All Rights Reserved. Adobe Confidential. Step By Step Build out your segments in your database under the segment; remember one can only be in one segment at a time. 16 1 2 3 Map your “ideal” content journey; remember they will be able to skip and accelerate through that journey. Build out your emails within the streams and select what content you want to be dynamic.

21. © 2019 Adobe. All Rights Reserved. Adobe Confidential. Elevate Your Stream: ▪ Web Personalization Tags are added to landing pages and sub domains. ▪ Tags are assigned to Content URL Patterns. (marketo.com/knowledge). ▪ Modules are selected within your email to “Make Predictive”. ▪ What appears in those modules change based on performance for the audience. 21

22. © 2019 Adobe. All Rights Reserved. Adobe Confidential. Elevate Your Stream: ▪ Set up bingeworthy campaigns on our website that match our nurture streams. ▪ Add threshold analytics to each piece of content. ▪ Add “Threshold Met” as a trigger to your skip campaigns. ▪ Also add “Threshold Met” to scoring model. 22

24. © 2019 Adobe. All Rights Reserved. Adobe Confidential. We Have Walked You Through 24 ACCELERATE Use default programs to implement acceleration and skip logic. EDUCATE Use segmentation & dynamic content to tailor prospect education. ELEVATE Use add ons & integrations to incorporate predictive content and align web personalization.

25. © 2019 Adobe. All Rights Reserved. Adobe Confidential. 25 Chris Vandermarel chris.vandermarel@pathfactory.com LinkedIn: /in/cvmarel/ Amanda Thomas athomas@etumos.com Twitter: @akthomas10 LinkedIn: in/akthomas10

Hyper-Personalization & Next-Level Nurture (Amanda Thomas, Adobe Marketo Summit)

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