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.

1. @GetTinderBox
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@lweatherall
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#ET13

2. @GetTinderBox
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@lweatherall
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#ET13
@GetTinderBox
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@lweatherall
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#ET13
Using Segmentation to
Power Optimization
Not all leads are created equal.

3. @GetTinderBox
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@lweatherall
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#ET13
@GetTinderBox
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@lweatherall
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#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
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@lweatherall
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#ET13

4. @GetTinderBox
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@lweatherall
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#ET13
@GetTinderBox
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@lweatherall
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#ET13
• Web-based software solution
• Founded in 2010
• Headquartered in Indianapolis, IN
Accelerate Your Sales.
Empower Your Brand.

5. @GetTinderBox
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@lweatherall
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#ET13
@GetTinderBox
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@lweatherall
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#ET13
@GetTinderBox
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@lweatherall
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#ET13

6. @GetTinderBox
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@lweatherall
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#ET13
@GetTinderBox
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@lweatherall
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#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.

7. @GetTinderBox
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@lweatherall
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#ET13
@GetTinderBox
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@lweatherall
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#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
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@lweatherall
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#ET13

8. @GetTinderBox
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@lweatherall
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#ET13
@GetTinderBox
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@lweatherall
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#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

9. @GetTinderBox
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@lweatherall
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#ET13
@GetTinderBox
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@lweatherall
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#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.”

10. @GetTinderBox
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@lweatherall
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#ET13
@GetTinderBox
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@lweatherall
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#ET13
Start with Segmentation Lists
@GetTinderBox
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@lweatherall
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#ET13

11. @GetTinderBox
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@lweatherall
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#ET13
@GetTinderBox
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@lweatherall
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#ET13
How to capture data.
Know Your Buyer

12. @GetTinderBox
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@lweatherall
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#ET13
@GetTinderBox
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@lweatherall
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#ET13
@GetTinderBox
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@lweatherall
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#ET13

13. @GetTinderBox
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@lweatherall
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#ET13
@GetTinderBox
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@lweatherall
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#ET13
@GetTinderBox
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@lweatherall
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#ET13

14. @GetTinderBox
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@lweatherall
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#ET13
@GetTinderBox
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@lweatherall
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#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

15. @GetTinderBox
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@lweatherall
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#ET13
@GetTinderBox
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@lweatherall
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#ET13
- Aberdeen Group
“Personalized emails improve
click-through rates by 14%,
and conversion rates by 10%.”

16. @GetTinderBox
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@lweatherall
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#ET13
@GetTinderBox
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@lweatherall
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#ET13
Drive Conversions with Relevancy

17. @GetTinderBox
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@lweatherall
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#ET13
@GetTinderBox
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@lweatherall
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#ET13
@GetTinderBox
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@lweatherall
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#ET13

18. @GetTinderBox
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@lweatherall
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#ET13
@GetTinderBox
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@lweatherall
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#ET13
Sophisticated Segmentation
The Process
BUILD
Lists
Programs
Content
LAUNCH
MEASURE

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@lweatherall
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#ET13
@GetTinderBox
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@lweatherall
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#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
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@lweatherall
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#ET13
EMAIL 2
39.65% open rate
4.33% unique CTR

20. @GetTinderBox
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@lweatherall
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#ET13
@GetTinderBox
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@lweatherall
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#ET13
Sophisticated Segmentation
The Bottom-Line Impact
Close Rate
11.54%
Conversion Rate
10.04%

21. @GetTinderBox
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@lweatherall
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#ET13
@GetTinderBox
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@lweatherall
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#ET13
- Gleanster
“50% of qualified leads are not
ready to purchase
immediately.”

22. @GetTinderBox
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@lweatherall
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#ET13
@GetTinderBox
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@lweatherall
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#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

23. @GetTinderBox
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@lweatherall
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#ET13
@GetTinderBox
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@lweatherall
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#ET13
- Charles Darwin
“It is not the strongest of the
species that survive, nor the
most intelligent, but the one
most responsive to change.”