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Using Segmentation to Power Optimization
 

Using Segmentation to Power Optimization

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Not all leads are created equally. If you aren’t segmenting your message to appeal to a variety of potential buyer personas, you’re missing the chance to transform many of those leads into ...

Not all leads are created equally. If you aren’t segmenting your message to appeal to a variety of potential buyer personas, you’re missing the chance to transform many of those leads into customers. Learn how Pardot customer Tinderbox has accelerated their success by communicating the right message to the right person at just the right time.

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    Using Segmentation to Power Optimization Using Segmentation to Power Optimization Presentation Transcript

    • @GetTinderBox  |  @lweatherall  |  #ET13  
    • @GetTinderBox  |  @lweatherall  |  #ET13  @GetTinderBox  |  @lweatherall  |  #ET13   Using Segmentation to Power Optimization Not all leads are created equal.
    • @GetTinderBox  |  @lweatherall  |  #ET13  @GetTinderBox  |  @lweatherall  |  #ET13   Meet Lauren Weatherall •  Senior Marketing Manager, TinderBox •  Entrepreneurial, tech-savvy marketer •  4 years marketing automation experience, now works in sales efficiency technology •  Co-founded local networking group with 1,200+ members •  Music festival fanatic & 15-year vegetarian @GetTinderBox  |  @lweatherall  |  #ET13  
    • @GetTinderBox  |  @lweatherall  |  #ET13  @GetTinderBox  |  @lweatherall  |  #ET13   •  Web-based software solution •  Founded in 2010 •  Headquartered in Indianapolis, IN Accelerate Your Sales. Empower Your Brand.
    • @GetTinderBox  |  @lweatherall  |  #ET13  @GetTinderBox  |  @lweatherall  |  #ET13  @GetTinderBox  |  @lweatherall  |  #ET13  
    • @GetTinderBox  |  @lweatherall  |  #ET13  @GetTinderBox  |  @lweatherall  |  #ET13   TinderBox is a web-based solution that empowers sales and marketing teams to eliminate inefficiencies in their sales processes. •  Optimize content management & control your message •  Streamline the delivery & tracking of content online •  Close deals faster by collaborating with prospects Accelerates the Time to Close.
    • @GetTinderBox  |  @lweatherall  |  #ET13  @GetTinderBox  |  @lweatherall  |  #ET13   •  Audience Segmentation - Where to Begin •  Know Your Buyer - How to Capture Telling Data •  The Power of Relevancy - Simple, Effective Programs •  That’s a Wrap - Key Takeaways B2B Marketing Session @GetTinderBox  |  @lweatherall  |  #ET13  
    • @GetTinderBox  |  @lweatherall  |  #ET13  @GetTinderBox  |  @lweatherall  |  #ET13   WHY? Because people like to feel special. Where do you begin? •  Identify Market Problems •  Conduct Prospect Analysis •  Create Buyer Personas Pull the trigger! •  Experiment and Collect Data Segmentation 101
    • @GetTinderBox  |  @lweatherall  |  #ET13  @GetTinderBox  |  @lweatherall  |  #ET13   - Peter Drucker “The aim of marketing is to know and understand the customer so well that the product or service fits him and sells itself.”
    • @GetTinderBox  |  @lweatherall  |  #ET13  @GetTinderBox  |  @lweatherall  |  #ET13   Start with Segmentation Lists @GetTinderBox  |  @lweatherall  |  #ET13  
    • @GetTinderBox  |  @lweatherall  |  #ET13  @GetTinderBox  |  @lweatherall  |  #ET13   How to capture data. Know Your Buyer
    • @GetTinderBox  |  @lweatherall  |  #ET13  @GetTinderBox  |  @lweatherall  |  #ET13  @GetTinderBox  |  @lweatherall  |  #ET13  
    • @GetTinderBox  |  @lweatherall  |  #ET13  @GetTinderBox  |  @lweatherall  |  #ET13  @GetTinderBox  |  @lweatherall  |  #ET13  
    • @GetTinderBox  |  @lweatherall  |  #ET13  @GetTinderBox  |  @lweatherall  |  #ET13   Quick tips for successful marketing programs "  Keep it simple. "  Listen to your buyers – see through their eyes. "  Don’t over-communicate. "  Timing is everything. The Power of Relevancy
    • @GetTinderBox  |  @lweatherall  |  #ET13  @GetTinderBox  |  @lweatherall  |  #ET13   - Aberdeen Group “Personalized emails improve click-through rates by 14%, and conversion rates by 10%.”
    • @GetTinderBox  |  @lweatherall  |  #ET13  @GetTinderBox  |  @lweatherall  |  #ET13   Drive Conversions with Relevancy
    • @GetTinderBox  |  @lweatherall  |  #ET13  @GetTinderBox  |  @lweatherall  |  #ET13  @GetTinderBox  |  @lweatherall  |  #ET13  
    • @GetTinderBox  |  @lweatherall  |  #ET13  @GetTinderBox  |  @lweatherall  |  #ET13               Sophisticated Segmentation The Process BUILD   Lists   Programs   Content   LAUNCH   MEASURE  
    • @GetTinderBox  |  @lweatherall  |  #ET13  @GetTinderBox  |  @lweatherall  |  #ET13   EMAIL 3 31.65% open rate 2.28% unique CTR Sophisticated Segmentation EMAIL 1 48.47% open rate 5.31% unique CTR The Measurement @GetTinderBox  |  @lweatherall  |  #ET13   EMAIL 2 39.65% open rate 4.33% unique CTR
    • @GetTinderBox  |  @lweatherall  |  #ET13  @GetTinderBox  |  @lweatherall  |  #ET13   Sophisticated Segmentation The Bottom-Line Impact Close Rate 11.54% Conversion Rate 10.04%
    • @GetTinderBox  |  @lweatherall  |  #ET13  @GetTinderBox  |  @lweatherall  |  #ET13   - Gleanster “50% of qualified leads are not ready to purchase immediately.”
    • @GetTinderBox  |  @lweatherall  |  #ET13  @GetTinderBox  |  @lweatherall  |  #ET13   Segmentation for the Sophisticated Marketer •  Not only WHO, but WHERE they are in the sales cycle Relevancy is Key •  Today’s buyer has changed, speak to them relevantly The Impact •  Segmentation and relevancy impact the bottom line Key Takeaways
    • @GetTinderBox  |  @lweatherall  |  #ET13  @GetTinderBox  |  @lweatherall  |  #ET13   - Charles Darwin “It is not the strongest of the species that survive, nor the most intelligent, but the one most responsive to change.”