(Marketo Marketing Nation Summit, 2014) How to use marketing automation to collect and utilize custom, critical data for your business to multiply engagement levels, conversion rates and ROI with database segmentation and dynamic content, through outbound email, lead nurturing and scoring. Key Takeaways include: A) Intelligent database segmentation and targeting with custom fields and custom scoring B) Utilizing demographic and behavioral data to dictate marketing initiatives and dynamic content, and ensure that every lead you generate will receive the right content, at the right time, throughout every stage of the buyer's journey C) Building a lead nurturing machine (and "ecosystem") that will work for you to identify and capitalize on key characteristics and behaviors, and move leads down the funnel accordingly, in an automated fashion D)Concrete action items for Marketo users and marketing leaders on how you can implement all of the above to optimize your funnel, achieve greater results with a lesser investment, and quantify its impact on the bottom line

1. 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

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12+ products
6,000,000 downloads
1,500,000 users

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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

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Team Accomplishments
9,333,237 Web visits
150,709 Trial downloads
99,372 MQIs generated
1 email every 2.5 seconds
2013
MQI [em-kyoo-i] n.
1 Content download.

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Napoleon Invades Russia in 1812
“The best statistical graphic ever drawn”
WORST
CAMPAIGN
ALL TIME
I admit,
not my best…

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

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8
2012 2013 2014
Evolution of SmartBear Marketing Database

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Short-term Segmentation Approach: Checkboxes
2013
Testing Development API Testing Monitoring Performance ABYSS
Viable (Email-able) Prospects by PG

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Long-term Segmentation Approach: Scoring
2014
SFDC Formula, MKTO Segmentation

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Lead Scoring Funnel by Product

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TestComplete Email Performance
No Score vs. Positive Score
9.4%
0.8%
33.7%
19.8%
0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
30.0%
35.0%
40.0%
% Opened %Clicked
No TestComplete Score Positive TestComplete Score

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TestComplete Q4 2013 Sales Promo:
Conversion Rate by Lead Score
0.05% 0.14%
0.81%
2.15%
0.00%
0.50%
1.00%
1.50%
2.00%
2.50%
TC No Score TC Positive Score TC Positive Score:
Behavior Only (No Job
Title)
TC Positive Score: Job
Title & Behavior

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Segmentation
Approach
Short-term
-Quick and Simple
-Historical batching
-Not Weighted
-Fixed
Long-term -Time
-Difficult to batch
historical behavior
-Weighted
-Granular
+ -

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Wait! There’s
something you
should know…
Prerequisites
5

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1. The Russian Doll Approach
One 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.

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= 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

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3. First, you need to understand your…
Customers Product(s)
Service(s)
Business
Model

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4. All leads are NOT created equal
Pain points
= =X X
Personas Organizations

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5. You can Segment and Score anything!
Products
Personas
Data Quality
Interests
Pain Points
Buy Stages
Preferences
Features
REMEMBER!

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Data Types and Collection Methods
Explicit Demographic/Firmographic

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Data Types and Collection Methods
Explicit Demographic/Firmographic

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Data Types and Collection Methods
Implicit 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!

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What’s the
BIGidea?

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INTERESTBehavioral (Implicit)
High Fit
Low Fit
High
Interest
Low
Interest
FIT Demographic and Firmographic (Explicit)

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400 Conversions
320
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

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

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Track Tag
Products
Topics
Job Titles
Industries
Pain Points
Buy Stages
etc
Products
Topics
Job Titles
Industries
Pain Points
Buy Stages
etc
ContentLEADS

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Marketing Database

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

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Testing Mobile
Implicit,
Behavioral
Explicit,
Demographic

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Implicit
Implicit,
Behavioral
OR
OR
OR

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Implicit
Explicit,
Demographic
OR
OR
OR

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Implicit
Explicit,
Demographic
Implicit,
Behavioral
OR

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Email
Paid
Website
Blog
Social
PPC
Channels
CONTENT
TRIAL
Nurture

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eBooks
Whitepapers
Webinars
Reports
Case Studies
ROI Calculators
Product Demos
Sell your Boss
Scoring/Stages
Infographics
Slideshares
Blog posts
Videos

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37
+
Pre-Trial
During
Trial
Post
Trial
House
Lists
Reps

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Arm Sales with Data
$

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SFDC Fields > Objects/Views
SFDC Campaigns, Interesting
Moments
Automated Alerts
Automated Reports

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Down the Drain, Through the Cracks…
SALES
Purchases
competitor
XTime

41. Thank You!
Email: gary.deasi@smartbear.com
LinkedIn: www.linkedin.com/in/garydeasi/
Twitter: @gdaz
Blog: http://theninjamarketingblog.com/