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.