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

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9

10

Inform

Educate

Involve

Validate

Convert

Keep AliveMARKETING SALES

FEEDBACKSUPPORT

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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

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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

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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

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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

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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

26

Dynamic Interface Layer

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Progressive Profiling

28

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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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