Marketo Summit 2014 - Taking Dynamic Content and PURLs to the Next Level

Taking Dynamic Content/PURLs

to the Next Level

Pierce UjjainwallaMarketing Automation Lead, Revenue Pulse

Edward UnthankMarketing Technology Consultant, Etumos

Page 2 © 2014 Marketo, Inc. #mktgnation14

Agenda

• Architecting Dynamic ContentRecommendation Engine

Suggested Resource Program

• Implementing PURLsPersonalized Resource Center

Direct Mail


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


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+


Sample Email

Barack,


Personalized Resource Center

Hello Barack

Barack Obama


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


High Level Approach

• Most natural choice for content

• Make it feel like a conversation

• Don’t put your foot in your mouth


STATIC Segmentation

• Industry

• Title

• Company

• Location

AS-IS!

Dynamic Content

DYNAMIC Segmentation

• Next suggested resource

• Lead status

• Buying stage

COMPUTED!


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


Considerations

• Speed

• Scalability

• Robustness

• Workflow

Architecture

Options

• Fields

• Segmentations

• Dynamic Snippets


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


Prep Time: Channel Setup

Soft Stops

Hard Stops


Recommendation Engine Logic


Secondary Program


Secondary Program: Moving Parts Overview

• Green light smart list

• Assignment campaign (assigns values)

• Strike campaigns (assigns and calculates strikes)

• Stop campaigns


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


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


Secondary Program: Strike System

• Master striker for processing

• Individual strikes when something bad happens

• Three(ish) strikes


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


Secondary Program: Hard Stops

• Hard Stop: Neutral end

• Hard Stop: Successful end


Dynamic Content Summary

• Recommendation engine – you can use it anywhere!

• Personalized recommendations are more effective:• Greater content consumption per person

• Guide prospects down funnel



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)

http://www.revenuepulse.com


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


In Marketo: It Was Glorious


Marketo Registration Pages


Marketo Thank You Pages


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


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


360pi PURL Resource Center: Anonymous


360pi PURL Resource Center: Known


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


Marketo Out-of-the-Box

• Now supports single-click registration for known visitors

Anonymous Known


Setting Up 1-Click Forms

Create form using new Forms 2.0 editor


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


Marketo PURL Tracking: 3 Scenarios

Known >

Tracks properly

Anonymous,

No Cookie >

Tracks

properly

Anonymous,

Cookied >

Does not track

properly

1 2 3


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


Direct Mail and Marketo Engagement Streams

• LaunchPoint partners will do on-demand mailers

• Multi-channel lead nurturing

• Works using Webhooks


Direct Mail and Lead Nurture

Step #1: Set up a Webhook to a direct mail partner



Step #2: Create a direct mail program with a Webhook call



Step #3: Enter your Webhook into the flow



Step #4: Add direct mail program to engagement program


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


Contact Us

Edward UnthankMarketing Technology Consultant/Marketo Champion, Etumos

[email protected]

@marketing_101

[email protected]

@EdwardUnthank

Pierce UjjainwallaPrincipal Marketo Consultant/Marketo Champion, Revenue Pulse


Thank You!