Activate Your Database with Needs-Driven Segmentation, Automations, & Nurturing Scott Armstrong Brainrider @brainrider

TJ Gephart Pardot @pardot

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Activating Your Database Can Have Massive Upside

50% more sales-ready leads

33% lower cost per lead

Companies that excel at nurturing Source: Forrester Research

20% more sales opportunities

Nurtured vs. non-nurtured leads Source: DemandGen Report

65% have NO lead nurturing B2B marketers haven’t established nurturing

Source: MarketingSherpa

Database Activation You Can Monetize

1.  Start with buyer needs 2.  Deliver more relevant

content 3.  Drive qualified leads,

opportunities and revenue with optimized CTA’s

@Brainrider

Use to introduce a

demo, video, Q&A, etc.

Collect & segment by customer needs to maximize engagement - @Brainrider at #DF14 #DF14B2B

TWEET THIS!

Buyers need content to make a buying decision.

What’s my problem?

How do I fix my problem?

Are you right for me?

Buyers want content that solves a problem…

Übersuggest

…aligned to their buying decision. If your

customer is asking:

What’s my problem?

How do I fix my problem?

Are you right for me?

They want:

Education & Benchmarks

Solution Options & Product Suitability

Proof Points & Decision Support

What to share with

them:

• Trends • Benchmarks • Analyst coverage • 101 Education • How to guides • How other people are solving this

• What is the solution & how does it work

• Solution comparisons • Pitfall analysis • Readiness & suitability assessments

• How to choose a vendor

• Pricing • Bench strength demonstration

• Case studies • ROI/TCO • Working with us • How to buy

brainrider.com/DreamBig

TRACOM Group’s Subscription Preference Center

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Gather Needs Data Using Form Fields

Gather Needs Data Using Form Fields

Gather Needs Data Using Behavior Tracking

Dynamic List Example – Need Based Segments

Use to introduce a

demo, video, Q&A, etc.

Customize nurturing content by customer need and other variables - @Brainrider at #DF14 #DF14B2B

TWEET THIS!

Use Marketing Automation To Deliver Relevant Content

• Streamed emails • Dynamic email content • Dynamic website content • Targeted calls to action • Prospect profiles

TRACOM Group’s Subscription Campaign

16"

TRACOM Group’s Customer Need Segmented Emails

TRACOM Group’s Customized Sales Offer

18"

Use to introduce a

demo, video, Q&A, etc.

Effective nurturing drives to optimized CTAs on your website - @Brainrider at #DF14 #DF14B2B

TWEET THIS!

TRACOM Group’s Optimized Website CTAs

Success Requires Website

Optimization

Results: “we’re engaging with more customers in a meaningful way and spending way less time doing it.”

• Targeting 25%+ of database • Click-through rates +10% - 20% • Weekly newsletter deployment is fast and light using existing content and email templates

• Driving qualified leads, opportunities and revenue

22"

Resources For Better B2B Marketing!

Contact me directly at "

Scott@Brainrider.com"or for more B2B Marketing content, follow:"

@Brainrider"linkedin.com/company/brainrider"plus.google.com/+Brainrider""

brainrider.com/DreamBig for reading links, resources and more

Brainrider Services"q  Website design and development"q  Pardot optimization and implementation"q  Developing marketing content"q  Lead generation campaigns"q  Nurturing campaigns"q  Sales readiness campaigns"q  Reporting, scoring and grading"

PARDOT KEYNOTE: ACCELERATE PIPELINE WITH THE WORLD’S LEADING B2B MARKETING SOLUTION

Attend the Pardot Keynote for your chance to win

a Precor Treadmill.

Wednesday, October 15 12:30 – 1:30 PM Marriott Marquis

Yerba Buena Salon 9

The conversation doesn’t have to end at Dreamforce. Join us for our 90-minute virtual Circles of Success Roundtables hosted by Customer Success resources covering various topics! Sessions are offered weekly at 10am PDT.

•  Growth •  Change Management •  Metrics •  Go Mobile with Salesforce1

VCoS Topics include:

Learn More & Register: http://sfdc.co/vcos

Virtual Circles of Success are Year-Round!

www.salesforce.com/success-services

Learn more about Success Services! Visit our Success Hub @ the Hilton this week

•  Driving Success •  Data Management •  Increase Adoption

Use to introduce a

demo, video, Q&A, etc.

Small & Medium Business Keynote: Scale, Connect and Grow with Salesforce

Wednesday, October 15th @ 2:00 p.m.

Moscone West, 3rd Floor Attend to win 1 of 5 GoPros

First 50 attendees receive signed

“The Big Picture”