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Precor Story: Beyond List Email 
Jeremy Mason 
Sr. Manager – Marketing Ops & Lead Gen 
@automatemkt
Safe Harbor 
Safe harbor statement under the Private Securities Litigation Reform Act of 1995: 
This presentation may cont...
Jeremy Mason 
Senior Manager – Marketing Ops & Lead Gen 
@automatemkt
Agenda 
• A few seconds on Precor 
• 3 Years with Pardot + SalesCloud 
• Foundations 
• Behavioral Marketing Sample execut...
Precor’s Story 
About Precor 
• Part of Amer Sports 
• Elliptical Category 1998 
• Leaders in Networked Fitness 
@automate...
Precor’s Pardot Story 
3 years of Pardot + SalesCloud 
• 2012 – Implementation 
• 2013 – Processes and Situational Awarene...
Precor’s Pardot Story 
Foundations = Visualization 
• Understand System integrations: 
• Flow chart buyer’s journey 
• Bui...
Sample cloud ecosystem 
inquiry MQL SAL SQL customer
Buyer’s Journey in a Primary System Context 
Closed 
Salesforce.com Campaign 
Pardot Campaign 
Lead 
Contact 
Campaign His...
Asset Map and Gap Analysis 
Plot out your assets 
@automatemkt 
Visitors 
Prospects 
MQLs 
SQLs 
SEO Social Email Telequal...
Plan and Execute Automations 
Behavioral Marketing Sample Execution
Plan Automations 
Whiteboard it + Personas 
• Segments 
• Profiles 
• Score 
• Timing 
• Status 
@automatemkt
Plan Automations 
Example “if, then” Automation 
• Segment 
• Profile 
• Score 
• Rating 
• Age/Timing 
• Assets 
• Behavi...
Sample Execution 
Example Automation 
@automatemkt 
then 
if 
=50 
30 
x50 
x 
1 
2 
3 
50 : >C
Sample Execution 
The big picture 
Assets Automations 
@automatemkt 
50 : C 
30 : B+ 
50 : A+ 
Dynamic 
Interface 
Layer 
...
@automatemkt
Salesforce vs. salesforce.com 
• When referring to the Salesforce product, always capitalize the name; 
never refer to the...
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Pardot Story: Beyond List Email

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Pardot Story: Beyond List Email

  1. 1. Precor Story: Beyond List Email Jeremy Mason Sr. Manager – Marketing Ops & Lead Gen @automatemkt
  2. 2. Safe Harbor Safe harbor statement under the Private Securities Litigation Reform Act of 1995: This presentation may contain forward-looking statements that involve risks, uncertainties, and assumptions. If any such uncertainties materialize or if any of the assumptions proves incorrect, the results of salesforce.com, inc. could differ materially from the results expressed or implied by the forward-looking statements we make. All statements other than statements of historical fact could be deemed forward-looking, including any projections of product or service availability, subscriber growth, earnings, revenues, or other financial items and any statements regarding strategies or plans of management for future operations, statements of belief, any statements concerning new, planned, or upgraded services or technology developments and customer contracts or use of our services. The risks and uncertainties referred to above include – but are not limited to – risks associated with developing and delivering new functionality for our service, new products and services, our new business model, our past operating losses, possible fluctuations in our operating results and rate of growth, interruptions or delays in our Web hosting, breach of our security measures, the outcome of any litigation, risks associated with completed and any possible mergers and acquisitions, the immature market in which we operate, our relatively limited operating history, our ability to expand, retain, and motivate our employees and manage our growth, new releases of our service and successful customer deployment, our limited history reselling non-salesforce.com products, and utilization and selling to larger enterprise customers. Further information on potential factors that could affect the financial results of salesforce.com, inc. is included in our annual report on Form 10-K for the most recent fiscal year and in our quarterly report on Form 10-Q for the most recent fiscal quarter. These documents and others containing important disclosures are available on the SEC Filings section of the Investor Information section of our Web site. Any unreleased services or features referenced in this or other presentations, press releases or public statements are not currently available and may not be delivered on time or at all. Customers who purchase our services should make the purchase decisions based upon features that are currently available. Salesforce.com, inc. assumes no obligation and does not intend to update these forward-looking statements. @automatemkt
  3. 3. Jeremy Mason Senior Manager – Marketing Ops & Lead Gen @automatemkt
  4. 4. Agenda • A few seconds on Precor • 3 Years with Pardot + SalesCloud • Foundations • Behavioral Marketing Sample execution
  5. 5. Precor’s Story About Precor • Part of Amer Sports • Elliptical Category 1998 • Leaders in Networked Fitness @automatemkt
  6. 6. Precor’s Pardot Story 3 years of Pardot + SalesCloud • 2012 – Implementation • 2013 – Processes and Situational Awareness • 2014 – Agility, Nurturing and Quotas • 2015 – Behavioral Marketing @automatemkt
  7. 7. Precor’s Pardot Story Foundations = Visualization • Understand System integrations: • Flow chart buyer’s journey • Build asset maps + gap analysis (inventory) • Plan and execute automations @automatemkt
  8. 8. Sample cloud ecosystem inquiry MQL SAL SQL customer
  9. 9. Buyer’s Journey in a Primary System Context Closed Salesforce.com Campaign Pardot Campaign Lead Contact Campaign History Opportunity 2 Campaign Influence 3 Segmentation List Response Prospect 1 assign Marketing Automation Salesforce.com Primary Campaign Source Rules Emails Drips Forms inquiry MQL SAL SQL customer
  10. 10. Asset Map and Gap Analysis Plot out your assets @automatemkt Visitors Prospects MQLs SQLs SEO Social Email Telequal Buyer’s Guide PDF Infographic: Buyer’s Guide --- --- ROI Tools Slideshare: Buying Tools Video: Treadmill Plan your facility ? Whitepaper: Fitness & Profit Video: Testimonial Appointment: Demo Program --- --- Video: Service Advantages Service Discount --- --- ? ? Nurturing
  11. 11. Plan and Execute Automations Behavioral Marketing Sample Execution
  12. 12. Plan Automations Whiteboard it + Personas • Segments • Profiles • Score • Timing • Status @automatemkt
  13. 13. Plan Automations Example “if, then” Automation • Segment • Profile • Score • Rating • Age/Timing • Assets • Behaviors • Rep Input @automatemkt Indy Club Sidekick (B+) >50 Hot or Warm <1 day Cardio Vid + Catalog Natural Search (10 views) Lead Status = “Qualified” if 50 A- hot 50 : >C
  14. 14. Sample Execution Example Automation @automatemkt then if =50 30 x50 x 1 2 3 50 : >C
  15. 15. Sample Execution The big picture Assets Automations @automatemkt 50 : C 30 : B+ 50 : A+ Dynamic Interface Layer (web, email, social etc.) Leads
  16. 16. @automatemkt
  17. 17. Salesforce vs. salesforce.com • When referring to the Salesforce product, always capitalize the name; never refer to the product as Salesforce.com, which is the company name • When referring to the company, use salesforce.com • Capitalize at the beginning of a sentence, lowercase everywhere else

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