ExactTarget's B2B Inspiration Tour: Precor Customer Story
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Transcript of ExactTarget's B2B Inspiration Tour: Precor Customer Story
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Agile & Aware MarketingJeremy Mason, Marketing OperationsPrecor Incorporated
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Contents• Me
• Start with Program Integration
• Segmentation for Best Results
• Premium Content + Progressive Disclosure
• Nurturing + Content Marketing = Sustainable Funnel
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Me• 13 Years (7 Cloud) CRM + Marketing Automation
• Two-Time Pardot Customer
• ROI Obsessed
• @automatemkt
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Start with Integration (Sample Ecosystem)
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Segmentation for Best Results• Short Forms + Automation
• Behavioral Triggers for Engagement Level
• Email Lists from Score-Based Rating
• Rep Reaction and Age 46% SQL/Wins
• Area Code = California• Active this week• Score > 50• Prefers Customer
Evidence• Visited Strength Microsite
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Premium Content + Progressive Disclosure• Write Big, Non-Branded and
Relevant
• Lead-in with Small Pieces
• Social Links to Blog
• SlideShare
• SEM
• Infographics
• Follow-Up with Progressive Drip
• Webinar
• WhitePaper PDF
• Product Line Video
• Demo Offer
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Nurturing + Content = Sustainable Funnel*AssetAlignment
Web Slides Social Blog Video Webinar
Inquiry
MQL
SAL
SQL
Customer
Nur
turin
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*Please do not reuse this slide without express permission.