be the tortoise, not the hare: how to master relevant messaging
TRANSCRIPT
Be the Tortoise, Not the Hare:How to Master Relevant Messaging
Fast Moving Leads
Long Term Target
98%2%
Business Unit
Corporate Mid Market Enterprise
We support small businesses needs
We can help you get to the next level
We can meet all your needs
Interest
Social Marketing
Marketing Automation
Email Marketing Dynamics
Social 101 Marketing automation 101
Graduate from Email Batch and Blast
Marketo and Microsoft Dynamics
Geography
NOAM EMEA
English
French
German
APAC
What is marketing automation?
What is marketing automation?
Why marketing automation?
SegmentsGeography
Language Preference
Business Unit
Role
Stage
Interest
Verticals
Competitor
Effective Segmentation
Priority Segmentation
Corporate
Mid-Market
Enterprise
Default Segmentation: By Business Unit
North America
Verticals
Competitor
Topic of Interest
Topic of Interest
Priority Segmentation
Corporate
Mid-Market
Enterprise
Default Segmentation: By Business Unit
North America
Verticals
Competitor
Topic of Interest
Priority Segmentation
Corporate
Mid-Market
Enterprise
Default Segmentation: By Business Unit
North America
Verticals
Competitor
French
Priority Segmentation
Marketing (EMEA English)
Sales (EMEA English)
Exec (EMEA English)
Default Segmentation: By Role
EMEA
German
Topic of Interest
French
Priority Segmentation
Marketing (EMEA English)
Sales (EMEA English)
Exec (EMEA English)
Default Segmentation: By Role
EMEA
German
Topic of Interest
French
Priority Segmentation
Marketing (EMEA English)
Sales (EMEA English)
Exec (EMEA English)
Default Segmentation: By Role
EMEA
German
Topic of Interest
Measuring Success
Nurture Analysis: Total Records
Records in Database
Invalid, Missing or DisqualifiedUnsubscribedEx-PendingPendingTotal Opt-In
Measure
Engagement Score Lead Acceleration Opportunities Created
Lead Acceleration
May June July August
Opportunities
Tracking Opportunities
TEST
MEASURE
REFINE
MEASURE
Testing Program
No Nurture
Test 1: Day of Week
Test 2: Cadence
Test 3: Time
Test 4: Content Priority
Test 5: Content
Mix
Test Group: Banner Image
Champion Challenger Testing: DG2MA
Control Group: No Banner Image
Measure
Engagement Score
Lead Acceleration
Opportunities Created
Statistical Significance
