best practices in list segmentation
TRANSCRIPT
Best Practices in List Segmentation
Presented by:
Janelle Johnson, Act-On Software
@janelle_johnson | #AOWEB
Janelle JohnsonDirector, Demand Gen@janelle_johnson @ActOnSoftware
#AOWEB
Agenda
The Basics
Building out Prospect Profile
It’s Dynamic! Segmentation & Content
Getting Started
The Basics
Importance of Segmentation
SEGMENTATION IS THE KEY to increasing email marketing metrics
and conversion rates for marketing
campaigns – and to improving
prospect engagement
Segmentation Basics
Demographic/Profile
• Title• Department• Geography• Company size• Industry
Behavioral
• Web pages visited• Forms submitted• Emails clicked• Whitepapers
downloaded• Webinar
registration & attendance
Build a Segmentation Strategy
Define the profiles and behaviors that characterize your existing best customers
Build desirable, productive segments by understanding who buys now, and why they buy
Create “personas”– profiles of ideal buyers – and then look for prospects that match the personas
Building Out Prospect Profile
Build out Prospect Information
• Information a prospect gives you, such as via a form
Explicit:
• Gathered by observing the prospect, i.e. what website pages they visit
Implicit
Gathering Explicit Data: Forms
Webinars/Events
Whitepapers
Free trial sign-ups
Videos
Surveys
Demo Requests
Progressive Profiling
• Use a sequence of simple forms to build up profile of a visitor over time
• As you collect more data, programs can become more targeted
Keeping forms short and simple increases conversion rates
In Action: Progressive Profiling
An anonymous visitor clicks on a whitepaper link on your website
Form asking for just name and email address is shown
Next time this visitor clicks on a different link, a form that asks for company, job title and industry is
displayed
For the 3rd subsequent asset contact requests, form can request phone number, # of employees, etc
It’s Dynamic! Segmentation & Content
Dynamic Segmentation
• Define dynamic segments by combining profile attributes with observed behaviors
• As people take action, they automatically move into that specific segment
• Set up automated campaigns and actions for these dynamic segments
In Action: Segmentation Rules
Dynamic Content
Drive More Quality Leads for Sales
Build Better Relationships
Increased Relevancy = Increased Revenue
Email:Targeted
Personal
Effective
In Action: Dynamic Content
Pulling it All Together
In a Nutshell
• Measure marketing interactions with your prospects
• Combine this behavioral data with demographic information to define highly targeted segments
• Automate personalized campaigns to these targeted segments
7 Steps to Getting Started
1. Begin with two or three segments
2. Begin with simple campaigns targeted specifically to those segments
3. Collect progressive data and refine
4. Measure success at every step; consider using at least two metrics
5. Analyze at regular intervals
6. Watch for patterns and adjust
7. Keep evolving
#AOWEB
Sign up for a demo: act-on.com
blog.actonsoftware.com
Can’t Wait?Call our hotline at: 1 (877) 530-1555
Email us: [email protected]
Ready to Learn More?