best practices in list segmentation

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Jeff LintonProduct & Field Marketing, Act-On Software

Best Practices in List SegmentationDeliver Monetized Leads Faster

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Today’s Presenter

Jeff Linton@jeffreylinton

Product & Field MarketingAct-On Software

PLAY

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Marketing Automation for the Fortune 5 Million

NAMESLEADSMQL

LEADSSQL

OPPORTUNITIES CUSTOMERS

ACQUISITIONPROGRAMS

NURTURING PROGRAMS

MARKETING TOSALES HANDOFF

CUSTOMER RETENTIONCAMPAIGNS

SocialWebinarsWhitepapers

STAG

ESAC

TIVI

TIES

SYST

EMS

Salesforce AutomationSupport

CRM

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Challenges today…

Alignment with Sales

Cost Effective Lead Generation

LACK OF ACCURATE MEASUREMENT

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In this session

• The difference between behavioral and profile

segmentation

• How to use personalization to optimize segmentation

• The impact of segmentation on lead generation

• How to automate campaigns to segments and

increase response rates via segmentation

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Why…

Customers find answers to before engaging SalesSales answers questions

Difficult for customers to research choices

Marketing has minor role, restricted to early awareness and consideration phases

Sales enters buying process later

Sales enters buying process early

Endless research options via search and social media

Marketing plays pivotal role across many stages and channels

Yesterday’s Buying Process

Today’s Buying Process

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Building a profile

Real time data

Behaviors

Sales

Marketing

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Define the “Who”…

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Who are we targeting

• Members• Subscribers• Prospects• Customers• Donors• Doctors• Staff• Investors

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• Email• Webinar• Downloads• Tradeshows• Site visits• Opens/did not open• Forward to a Friend

• Clicks• Training • Bounce• Survey Response• Unique Open• Unique Click• Unsubscribe

What do we know about them

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Types to Segment

Demographic (profile)• Industry• Position / Job Title• Revenue• Company Size• Geography

Digital Behaviors (activity)• Opens• Clicks • Webpage Visits• Downloads• Webinars

[ Recency – Frequency – Relevancy ]

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Dynamic List Segmentation

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Lead Scoring

Forrester: Companies that excel at lead nurturing generate:50% more sales-ready leadslower cost per lead by 33%

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Personalize….

• Interested in…• Large companies typically• Companies looking at …

have found…• Our customers [like, have

seen, also have, share with us ] …

• Thanks for taking a look at…

The tone:

- What is the goal?

- Is it relevant?

- Next step?

- Is it clearly defined?

- Is it simple?

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According to Forrester, Top Performers are more likely to consider lead-related metrics worth collecting, including:

• Cost per lead & Cost per qualified lead

• Time period of qualified lead

• Time to close

• Sales-accepted leads

• Cost per new customerBottom performers, on the other hand, are less likely to collect lead metrics. In fact, 44% don’t measure any of these success factors.

The Impact…

7 Marketing Habits of Today's Highly Successful SMBs

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Automate

Average Sales Cycle – 22% longer (SiriusDecisions)

70% of leads are longer term opportunities worth nurturing (MarketingSherpa)

Communication can be a key differentiator during the sales cycle

80% of prospects deemed “bad leads” by sales go on to buy within 24 months (SiriusDecisions)

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The steps

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Segments to automate

• Free Trial• High Leads Score• Specific Download• Unique Visit• Sales ( not ready yet)• Sales call me in 6

Months• Sales No Decision

• Known Competitor• Open but did not click• Sales went dark• Webinar follow ups• Visiting show booth• ?• ?• ?

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2012 vs. 2013

• What goals have been identified?

• What type of plan is in place?

• What steps were taken?

• What did you find and how will it change?

Metrics: what matters the most

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Plan for Success

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Learn | Plan | Engage • Case Studies• Webinars• White Papers• Videos• Testimonials

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Sales: 1 877.530.1555

Social Media

blog.act-on.com/

youtube.com/user/ActOnSoftware

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Thank you

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Discussion

Customers find answers to before engaging SalesSales answers questions

Difficult for customers to research choices

Marketing has minor role, restricted to early awareness and consideration phases

Sales enters buying process later

Sales enters buying process early

Endless research options via search and social media

Marketing plays pivotal role across many stages and channels

Yesterday’s Buying Process

Today’s Buying Process