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Segmentation ama final

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Jeff Linton, Marketing Manager for Act-On Software spoke to AMA Sacramento Valley members and guests on Jan. 16, 2013. He spoke about Best Practices in List Segmentation.

Jeff Linton, Marketing Manager for Act-On Software spoke to AMA Sacramento Valley members and guests on Jan. 16, 2013. He spoke about Best Practices in List Segmentation.


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  • 1. Best Practices in List SegmentationDeliver Monetized Leads FasterJeff LintonProduct & Field Marketing, Act-On Software www.act-on.com | @ActOnSoftware | #ActOnSW
  • 2. Today’s Presenter Jeff Linton @jeffreylinton PLAY Product & Field Marketing Act-On Software www.act-on.com | @ActOnSoftware | #ActOnSW
  • 3. Marketing Automation for the Fortune 5 MillionSTAGES LEADS LEADS OPPORTUNITIES CUSTOMERS NAMES MQL SQL CUSTOMER ACTIVITIES ACQUISITION NURTURING MARKETING TO PROGRAMS PROGRAMS SALES HANDOFF RETENTION CAMPAIGNS Social Webinars Whitepapers SYSTEMS www.act-on.com | @ActOnSoftware | #ActOnSW
  • 4. Challenges today… LACK OF ACCURATE MEASUREMENT Cost Effective Lead Generation Alignment with Sales www.act-on.com | @ActOnSoftware | #ActOnSW
  • 5. 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 www.act-on.com | @ActOnSoftware | #ActOnSW
  • 6. Why… Yesterday’s Today’s Buying Buying Process ProcessSales enters buying Sales enters buyingprocess early process later Customers find answers toSales answers questions before engaging SalesDifficult for customers to Endless research options viaresearch choices search and social mediaMarketing has minor role, Marketing plays pivotal rolerestricted to early awareness across many stages andand consideration phases channels www.act-on.com | @ActOnSoftware | #ActOnSW
  • 7. Building a profile Real time data Behaviors Sales Marketing www.act-on.com | @ActOnSoftware | #ActOnSW
  • 8. Define the “Who”… www.act-on.com | @ActOnSoftware | #ActOnSW
  • 9. Who are we targeting• Members• Subscribers• Prospects• Customers• Donors• Doctors• Staff• Investors www.act-on.com | @ActOnSoftware | #ActOnSW
  • 10. What do we know about them www.act-on.com | @ActOnSoftware | #ActOnSW
  • 11. Types to Segment Demographic (profile) • Industry • Position / Job Title • Revenue Digital Behaviors (activity) • • Opens Company Size • • Clicks Geography • Webpage Visits • Downloads • Webinars [ Recency – Frequency – Relevancy ] www.act-on.com | @ActOnSoftware | #ActOnSW
  • 12. Dynamic List Segmentation www.act-on.com | @ActOnSoftware | #ActOnSW
  • 13. Lead ScoringForrester:Companies that excel atlead nurturing generate:50% more sales-ready leadslower cost per lead by 33% www.act-on.com | @ActOnSoftware | #ActOnSW
  • 14. Personalize….• Interested in…• Large companies typically The tone:• Companies looking at … -What is the goal? have found… -Is it relevant?• Our customers [like, have seen, also have, share with -Next step? us ] … -Is it clearly defined?• Thanks for taking a look at… -Is it simple? www.act-on.com | @ActOnSoftware | #ActOnSW
  • 15. The Impact…7 Marketing Habits of Todays Highly Successful SMBs 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 customer Bottom performers, on the other hand, are less likely to collect lead metrics. In fact, 44% don’t measure any of these success factors. www.act-on.com | @ActOnSoftware | #ActOnSW
  • 16. AutomateAverage Sales Cycle – 22% longer(SiriusDecisions)70% of leads are longer termopportunities worth nurturing(MarketingSherpa)Communication can be a keydifferentiator during the sales cycle80% of prospects deemed “bad leads”by sales go on to buy within 24 months(SiriusDecisions) www.act-on.com | @ActOnSoftware | #ActOnSW
  • 17. The steps www.act-on.com | @ActOnSoftware | #ActOnSW
  • 18. Segments to automate www.act-on.com | @ActOnSoftware | #ActOnSW
  • 19. 2012 vs. 2013 Metrics: what matters the most• 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? www.act-on.com | @ActOnSoftware | #ActOnSW
  • 20. Plan for Success www.act-on.com | @ActOnSoftware | #ActOnSW
  • 21. Thank youLearn | Plan | Engage• Case Studies Social Media• Webinars• White Papers blog.act-on.com/• Videos youtube.com/user/ActOnSoftware• Testimonials @ActOnSoftware | #ActOnSW www.act-on.com Sales: 1 877.530.1555 www.act-on.com | @ActOnSoftware | #ActOnSW
  • 22. Discussion Yesterday’s Today’s Buying Buying Process ProcessSales enters buying Sales enters buyingprocess early process later Customers find answers toSales answers questions before engaging SalesDifficult for customers to Endless research options viaresearch choices search and social mediaMarketing has minor role, Marketing plays pivotal rolerestricted to early awareness across many stages andand consideration phases channels www.act-on.com | @ActOnSoftware | #ActOnSW