best practices in list segmentation
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www.act-on.com | @ActOnSoftware | #ActOnSW
Jeff LintonProduct & Field Marketing, Act-On Software
Best Practices in List SegmentationDeliver Monetized Leads Faster
www.act-on.com | @ActOnSoftware | #ActOnSW
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