Combining segmentation and content marketing to win in 2015
Going beyond List-based Email Marketing
Stephen BrunerMarketing Manager, Vertical MarketsPrecor
Alexandra RichardsMarketing ManagerMECLABS Institute
2
Session Speaker
Stephen BrunerMarketing Manager, Vertical MarketsPrecor
Stephen is a 15 year, data-driven multi-segment content marketer at Precor. Responsible for prospecting, MQL generation and conversion to SQLs, Stephen’s team develops and implements multi-channel, lifecycle nurturing campaigns to support the Precorgo-to-market strategy.@stephenbruner
3COMMERCIAL
CONSUMER
4COMMERCIAL
CONSUMER
5
Inform
Educate
Involve
Validate
Convert
Keep AliveMARKETING SALES
FEEDBACKSUPPORT
6
Inform
Educate
Involve
Validate
Convert
Keep AliveMARKETING SALES
FEEDBACKSUPPORT
LEADNURTURE
CYCLE CRM
7
Inform
Educate
Involve
Validate
Convert
Keep AliveMARKETING SALES
FEEDBACKSUPPORT
LEADNURTURE
CYCLE CRM
8
9
10
Inform
Educate
Involve
Validate
Convert
Keep AliveMARKETING SALES
FEEDBACKSUPPORT
11
MARKETING SALES
FEEDBACKSUPPORT
Inform
Educate
Involve
Validate
Convert
Keep Alive
12
MARKETING SALES
FEEDBACKSUPPORT
Inform
Educate
Involve
Validate
Convert
Keep Alive
Need to integrate lead nurture cycle and CRM
13
2
3
1
4
Educate your team and vet out ideas
“Persona”-fy your CRM
Plan and execute email automation
Nurture with relevant content
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2
3
1
4
Educate your team and vet out ideas
“Persona”-fy your CRM
Plan and execute email automation
Nurture with relevant content
15
16
Concept #5
Concept #2
Concept #4
Concept #3
Concept #1
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Forced-rank feature matrixFeature Ranks CRM Admin PMM Field MarketerSalesforce Native App
Email (list and transact)
SMS & MMS
Mobile Push
Social Integration
Conversion Tracking
Tracking/Reporting
Landing Pages
Dynamic Content
A/B Testing
Adwords
Chat
Salesforce Integration
Scoring & Grading
Forms
ROI Reporting
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2
3
1
4
Educate your team & vet out ideas
“Persona”-fy your CRM
Plan and execute email automation
Nurture with relevant content
19
12-month situational awareness
Whitepaper
Email Campaign Launch 1
Email: video testimonial
Campaign for Owners Launch
Send owners informational video
Infographic Send
Campaign for cardio machines
Cardio Exclusive Discount
Twitter CampaignInstructional
video
New Year Follow-Up
Social Campaign
Email Campaign Follow-Up
Campaign Savings
Month Date, 2015Month Date, 2015 Month Date, 2015 Month Date, 2015
Blog Post
Membership
Equipment Newsletter
Membership Follow-up Testimonial: Gym Owners
Social Push
Blog Post: Hospitality
Follow Up: Owners
Infographic
Infographic/Strength
Email Follow-UpWhitepaper: Gym Ownership
Month Date, 2015Month Date, 2015 Month Date, 2015 Month Date, 2015
Contract/Ownership
Whitepaper Send
Launch Session
Blog Post on Strength
Newsletter Send
Follow Up: Strength
“Start Planning” Follow-Up
End of Year Blog Post
Social Contest
Follow up for Gym Owners
BuildPromoted Tweets
Month Date, 2015Month Date, 2015 Month Date, 2015 Month Date, 2015
Campaign for strength machines
Traditional Club Gyms
Education
Hospitality
Jim
First-time gym owner
Lisa
Partner in university gym
Robert
Hotel General Manager
20
12-month situational awareness
Whitepaper
Email Campaign Launch 1
Email: video testimonial
Campaign for Owners Launch
Send owners informational video
Infographic Send
Campaign for cardio machines
Cardio Exclusive Discount
Twitter CampaignInstructional
video
New Year Follow-Up
Social Campaign
Email Campaign Follow-Up
Campaign Savings
Month Date, 2015Month Date, 2015 Month Date, 2015 Month Date, 2015
Blog Post
Membership
Equipment Newsletter
Membership Follow-up Testimonial: Gym Owners
Social Push
Blog Post: Hospitality
Follow Up: Owners
Infographic
Infographic/Strength
Email Follow-UpWhitepaper: Gym Ownership
Month Date, 2015Month Date, 2015 Month Date, 2015 Month Date, 2015
Contract/Ownership
Whitepaper Send
Launch Session
Blog Post on Strength
Newsletter Send
Follow Up: Strength
“Start Planning” Follow-Up
End of Year Blog Post
Social Contest
Follow up for Gym Owners
BuildPromoted Tweets
Month Date, 2015Month Date, 2015 Month Date, 2015 Month Date, 2015
Campaign for strength machines
Independent Club Manager
Education — Student Center Manager
Hospitality Fitness Manager
Jim
First-time gym owner
Lisa
Partner in university gym
Robert
Hotel General Manager
50 : C
50 : A+
30 : B+
21
12-month situational awareness
Whitepaper
Email Campaign Launch 1
Email: Video testimonial
Campaign for Owners Launch
Send Owners Informational Video
Infographic Send
Campaign for Cardio Machines
Cardio Exclusive Discount
Twitter CampaignInstructional
Video
New Year Follow-up
Social Campaign
Email Campaign Follow-up
Campaign Savings
February, 2015January, 2015 March, 2015 April, 2015
Blog Post
Membership
Equipment Newsletter
Membership Follow-up Testimonial: Gym owners
Social Push
Social: Hospitality White Paper
Follow-up: Owners
Infographic
Infographic/Strength
Email Follow-upWhitepaper: Gym ownership
June, 2015May, 2015 July, 2015 August, 2015
Contract/Ownership
Whitepaper Send
Launch Session
Blog Post on Strength
Newsletter Send
Follow-up: Strength
“Start Planning” Follow-Up
End of Year Blog Post
Social: University ellipticals
Email follow-up BuildInfographic/Strength
October, 2015September, 2015 November, 2015 December, 2015
Campaign for Strength Machines
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VISITORS
PROSPECTS
MQLs
SQLs
Content Marketing: Asset map/gap analysis
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Social Example
Jim
First-time gym owner
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Email Example
First-time gym ownerPartner in university gym
Lisa
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2
3
1
4
Educate your team & vet out ideas
“Persona”-fy your CRM
Plan and execute email automation
Nurture with relevant content
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Dynamic Interface Layer
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Progressive Profiling
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2
3
1
4
Educate your team & vet out ideas
“Persona”-fy your CRM
Plan and execute email automation
Nurture with relevant content
29
Customer Service Info
Service Level Interaction
Whitepapers — Research
Buyers Guides and InfographicsTOP OF THE FUNNEL
MIDDLE
LOW
CLIENT
Turn off Dynamic Content
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Results after integrating behavioral approach:
What You Need to Understand: By taking a behavioral approach and giving the marketing team the tools they need to effectively nurture leads with relevant messaging, the Precor team more than doubled their lead volume.
!
74% increase in raw leads3x the engagement from the previous year
67% increase in MQL to SQL velocity
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3
1 When it comes to email, focus on the individual lead lifecycle
Be stewards of your database
Timing, trust, consensus and continuous improvement
Key Takeaways
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Next Steps …• The “year of agility”• Focusing on expanding their behavioral marketing model
• Includes trade shows and Web interactions
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Thank YouStephen BrunerMarketing Manager, Vertical MarketsPrecor@stephenbruner
Alex RichardsMarketing ManagerMECLABS Institute@hialexrichards
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