Maximizing the ROI of Every Lead: Advanced Lead Nurturing, Segmentation, and Dynamic Targeting

Maximizing the ROI of Every Lead:Advanced Lead Nurturing, Database Segmentation and Dynamic Targeting

Gary DeAsi-Senior Marketing Manager, Marketing Operations Lead 2012-2014, SmartBear Software-Marketo Champion-2013 Revvie Award Winner for Most Dramatic Business Impact -2014 Revvie Award Winner for Most Creative Integrated Marketing Campaign

@smartbear @gdaz

© 2014 Marketo, Inc. #mktgnation14 2

12+ products6,000,000 downloads

1,500,000 users


Team Accomplishments

• 2013 Revvie Award Winners for Most Dramatic Business Impact B2B

• 2014 Revvie Award Winners for Most Creative Integrated Marketing Campaign B2B

• Honorable Mention in 2013 WhichTestWon Email Marketing Awards

• Winner of 2012 Forrester Groundswell Award for Excellence in Social Media


Team Accomplishments

9,333,237 Web visits150,709 Trial downloads99,372 MQIs generated

1 email every 2.5 seconds

2013

MQI [em-kyoo-i] n. 1 Content download.


Napoleon Invades Russia in 1812“The best statistical graphic ever drawn”

WORST CAMPAIGN ALL TIME

I admit, not my best…


Napoleon Invades Russia in 1812“The best statistical graphic ever drawn”


2012 2013 2014

Evolution of SmartBear Marketing Database


Short-term Segmentation Approach: Checkboxes

2013

Testing Development API Testing Monitoring Performance ABYSS

Viable (Email-able) Prospects by PG


Long-term Segmentation Approach: Scoring

2014

SFDC Formula, MKTO Segmentation


Lead Scoring Funnel by Product


TestComplete Email Performance No Score vs. Positive Score

% Opened %Clicked0.0%

5.0%

10.0%

15.0%

20.0%

25.0%

30.0%

35.0%

40.0%

9.4%

0.8%

33.7%

19.8%

No TestComplete Score Positive TestComplete Score


TestComplete Q4 2013 Sales Promo: Conversion Rate by Lead Score

TC No Score TC Positive Score TC Positive Score: Behavior Only (No

Job Title)

TC Positive Score: Job Title & Behavior

0.00%

0.50%

1.00%

1.50%

2.00%

2.50%

0.05% 0.14%

0.81%

2.15%


Segmentation Approach

Short-term-Quick and Simple

-Historical batching

-Not Weighted

-Fixed

Long-term -Time

-Difficult to batch historical behavior

-Weighted

-Granular

+ -


Wait! There’s something you should know…

Prerequisites 5


1. The Russian Doll ApproachOne size does not fit all, but a few sizes will fit most.

Start with a few buckets that can fit all of your leads, then build out smaller buckets within smaller buckets.


= Viable Database

• Unsubscribed• Invalid Data• Incomplete Data• Lead Disposition• Lead Source

• Lead Age• Inactivity (Web, forms, email)• Public Domain Email• Out of Territory• Black listed

2. Separate the Trash and Treasure


3. First, you need to understand your…

Customers Product(s) Service(s)

Business Model


4. All leads are NOT created equal

Pain points

= =X XPersonas Organizations


5. You can Segment and Score anything!Products

Personas

Data Quality

Interests

Pain Points

Buy StagesPreferences

Features

REMEMBER!


Data Types and Collection MethodsExplicit Demographic/Firmographic


Data Types and Collection MethodsImplicit Behavioral

• Web page visits• Email engagement• Content downloads• Video views• Webinar reg/attendance• Social activity• Search• Trial downloads/activations• Form completions• Product usage

• Get creative!


What’s the

BIG idea?


INTEREST Behavioral (Implicit)

High Fit

Low Fit

High Interest

Low Interest

FIT Demographic and Firmographic (Explicit)

© 2014 Marketo, Inc. #mktgnation14 26

400 Conversions320

Targeted Email Campaign (Non-Segmented) Mass Audience

Fit AND Interest

(4%)

Fit OR Interest (16%)

NO Fit, NO Interest (80%)

240

= 960

100,000 Leads


The BIG SECRET to Segmentation, Nurturing, Scoring, Dynamic Content…

Leads Content


Track Tag

ProductsTopics

Job TitlesIndustries

Pain PointsBuy Stages

etc

ProductsTopicsJob TitlesIndustriesPain PointsBuy Stagesetc

ContentLEADS


?Marketing Database


Content relevant to which…Product Groups?Products?Topics/Keywords?Job Titles?Industries?

Marketing Database


Testing Mobile

Implicit, Behaviora

l

Explicit, Demogra

phic


Implicit

Implicit,Behavioral

OR

OR

OR


Implicit

Explicit,Demographic

OR

OR

OR


Implicit

Explicit,Demographic

Implicit,Behavioral

OR


Email

Paid

Website

Blog

Social

PPC

Channels

CONTENT

TRIAL

Nurture


eBooksWhitepapers

WebinarsReports

Case StudiesROI CalculatorsProduct DemosSell your Boss

Scoring/Stages

InfographicsSlidesharesBlog posts

Videos


+

Pre-Trial

During Trial

Post Trial

HouseLists

Reps


Arm Sales with Data

$


SFDC Fields > Objects/Views

SFDC Campaigns, Interesting Moments

Automated Alerts

Automated Reports


Down the Drain, Through the Cracks… SALE

SPurchases competitorX

Time

Thank You!

Email: [email protected]: www.linkedin.com/in/garydeasi/Twitter: @gdazBlog: http://theninjamarketingblog.com/

mailto:[email protected]

http://www.linkedin.com/in/garydeasi/

http://www.linkedin.com/in/garydeasi/

https://twitter.com/gDAZ

https://twitter.com/gDAZ

http://theninjamarketingblog.com/

http://theninjamarketingblog.com/

Maximizing the ROI of Every Lead: Advanced Lead Nurturing, Segmentation, and Dynamic Targeting

Marketing

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