Learn how TRACOM Group has implemented a customer needs-driven lead nurturing program that uses Pardot segmentation, automation, and dynamic email content to activate, engage, and qualify sales-ready leads in their existing prospect database.

1. Activate Your Database with
Needs-Driven Segmentation,
Automations, & Nurturing
Scott Armstrong
TJ Gephart
Brainrider
Pardot
@brainrider
@pardot

2. Safe Harbor
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This presentation may contain forward-looking statements that involve risks, uncertainties, and assumptions. If any such uncertainties materialize or if any of
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The risks and uncertainties referred to above include – but are not limited to – risks associated with developing and delivering new functionality for our service,
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acquisitions, the immature market in which we operate, our relatively limited operating history, our ability to expand, retain, and motivate our employees and
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Salesforce.com, inc. assumes no obligation and does not intend to update these forward-looking statements.

3. 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
B2B marketers haven’t established nurturing lead nurturing
Source: MarketingSherpa

4. 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

5. TWEET THIS!
Collect & segment by customer
needs to maximize engagement
- @Brainrider at #DF14 #DF14B2B

6. Buyers need content to make a buying decision.
What’s my
problem?
How do I fix
my problem?
Are you
right for me?

7. Buyers want content that solves a problem…
Übersuggest

8. …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

9. TRACOM Group’s Subscription Preference Center
9"

10. Gather Needs Data Using Form Fields

11. Gather Needs Data Using Form Fields

12. Gather Needs Data Using Behavior Tracking

13. Dynamic List Example – Need Based Segments

14. TWEET THIS!
Customize nurturing content by
customer need and other variables
- @Brainrider at #DF14 #DF14B2B

15. Use Marketing Automation To Deliver Relevant Content
• Streamed emails
• Dynamic email content
• Dynamic website content
• Targeted calls to action
• Prospect profiles

16. TRACOM Group’s Subscription Campaign
16"

17. TRACOM Group’s Customer Need Segmented Emails

18. TRACOM Group’s Customized Sales Offer
18"

19. TWEET THIS!
Effective nurturing drives to
optimized CTAs on your website
- @Brainrider at #DF14 #DF14B2B

20. TRACOM Group’s Optimized Website CTAs
Success
Requires
Website
Optimization

22. 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"

23. Resources For Better B2B Marketing!
brainrider.com/DreamBig
for reading links, resources and more
Contact me directly at "
Scott@Brainrider.com"
or for more B2B Marketing content, follow:"
@Brainrider"
linkedin.com/company/brainrider"
plus.google.com/+Brainrider"
"
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"

25. 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

26. Virtual Circles of Success are Year-
Round!
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.
VCoS Topics include:
• Growth
• Change Management
• Metrics
• Go Mobile with Salesforce1
Learn More & Register:
http://sfdc.co/vcos
Learn more about Success Services!
Visit our Success Hub
@ the Hilton this week
www.salesforce.com/success-services
• Driving Success
• Data Management
• Increase Adoption

27. Small & Medium Business Keynote:
Scale, Connect and Grow with Salesforce
Wednesday, October 15th @ 2:00 p.m.
Moscone West, 3rd Attend to win Floor
1 of 5 GoPros
First 50 attendees
receive signed
“The Big Picture”