0
Harnessing the Power of
Segmentation for
Marketing Results
Ellie Mirman
Inbound Marketing Funnel Manager, HubSpot
#INBOUND...
ELLIE

MIRMAN
@ellieeille

I have a very healthy love
of beets.
I am not here to tell
you that segmentation
is important.
That would be preaching to the choir.
You know the data…
Relevant emails drive

18x

more revenue

than broadcast emails.
Jupiter Research
You know segmentation is the
key to better results…
Relevant emails drive

18x

more revenue

than broadcast emails.
Jupiter Research
So why am I here?
To tell you not to do it.
(or when not to)
To tell you you’re doing it wrong.
(because most marketers are)
And then, only then,
talk about how to do
segmentation. Right.
Agenda
1 
2 
3 

When Not to Segment
Segmentation Made Sweet & Simple
Choosing a Segmentation Strategy
1

When Not to Segment
If your segmentation
plan looks like this…
If your segmentation
plan looks like this…
It’s wrong.
It might seem fancy or
complex… or even
advanced…
… but it’s just
complicated.
… it’s a reason for you
not to do something
else.
Segmentation is a stalling
strategy.

@ellieeille

#inbound13
Done right, segmentation is great for delivering
personalized, relevant messages to individuals.
It’s not great for promoting a big launch,
generating buzz, and amplifying a single message.
Segmentation is an amplification
strategy.

@ellieeille

#inbound13
So what if you’re ready to deliver personalized,
relevant messages to individuals?
The ideal…
requires lots of…
Data
Content
People
So what do you do if you only have a little data, a
bit of content, a few people?
You do what provides
the best experience
for the customer…
… has the best return
on your effort…
… as defined by your
goals.
2

Segmentation Made
Sweet & Simple
Identify
with
Data

Step 3

Step 2

Step 1

Choose
Segment

Align
Content
Segmentation
by Persona
Personas

Cindy the
CEO

Sales account executive early in his career – 4 years on the job
Competitive, loves aggressive go...
Identifying Personas with Data
Sam the
Sales Guy

Cindy the
CEO

• 
• 
• 
• 

Role = Sales
Level = Individual Contributor
...
Aligning Content with Personas
Sam the
Sales Guy

Cindy the
CEO

• 
• 
• 
• 

Offer: Pre-made email templates
Nurturing Se...
Segmentation
by Lifecycle
Sales & Marketing Lifecycle

Subscriber

Lead

MQL

SQL

Opportunity

Customer
How to Define Your Stages

Subscriber

Lead

Opted-in to
receive
communications from
you

Bare
minimum
info/action
to send...
How to Define Your Stages – Example

Subscriber

Lead

MQL

SQL

Opportunity

Email
address only

Phone,
email, name,
comp...
Aligning Content with Lifecycle

Subscriber

Lead

MQL

SQL

Opportunity

Customer

Weekly email
with top new
content

Pho...
Segmentation
by Behavior
Level of Engagement
Unengaged

Normal

Evangelist
Identifying Level of Engagement with Data
• 
• 

Visited the website once
Has not clicked on the last 10 emails

Normal

•...
Aligning Content with Level of Engagement
• 
• 

Visited the website once
Has not clicked on the last 10 emails

Normal

•...
Took a Particular Action or Showed Interest
Potential MQL

Social Media

Blogging
Took a Particular Action or Showed Interest
Potential MQL

• 
• 

Visited the landing page to request a demo
Did not reque...
Aligning Content with Action or Interest
Potential MQL

• 
• 

Visited the landing page to request a demo
Did not request ...
Device or Browser
iPhone

Mac Chrome

PC Firefox
Identifying Device or Browser with Data
Visited website from iPhone
Viewed email from iPhone

• 

Visited website from Mac...
Aligning Content with Device or Browser
Visited website from iPhone
Viewed email from iPhone

Optimized for
all devices &
...
A peek behind the
HubSpot curtain
Marketers

CEOs

Sales

Start with segmentation
by persona
Subscriber | Lead | MQL | Opportunity | Customer

Marketers

Layer in lifecycle stage
CEOs

Sales
Subscriber | Lead | MQL | Opportunity | Customer

Marketers

CEOs

Sales

Marketing efforts
focused on each
quadrant
Subscriber | Lead | MQL | Opportunity | Customer

Marketers

CEOs

Marketing efforts
focused on each
quadrant

Sales
+ som...
The Data You Need
"

Demographic data – who they are and where they come from

"

Behavioral data – what they do on your w...
How to Get the Data
From your existing tools:

From employees:

"
"

"
"

HubSpot
CRM

Sales reps
Services/support reps

F...
Organize the Data
"

Take messy data and consolidate it into segments
Ex: conversion event = social media ebook, twitter e...
3

Choosing a Segmentation
Strategy
Choose an Initial Strategy
Start with concrete data over interpretative data
–  Concrete data = black and white facts (dem...
Start to Apply
Apply to quick, stand-alone efforts before big investment
In other words:

Email before workflows
CTAs befo...
Measure Each Segment: Click Through Rate

TIP: Use Campaigns to
easily group marketing
campaigns by segment
Measure Each Segment: New Leads

TIP: Use Tracking URLs
to group traffic by
segment
Measure Each Segment: Conversion Rates

TIP: Track each sales
cycle milestone in your
CRM
Why Measure Each Segment
"

Understand engagement of each segment separately

"

Test more content and apply learnings to ...
Measure Your Strategy
Leads Generated by Segment
600	
  
500	
  
400	
  
300	
  
200	
  
100	
  
0	
  
January	
  

Februa...
Measure Your Strategy
Lead to Customer % by Segment
9%	
  
8%	
  
7%	
  
6%	
  
5%	
  
4%	
  
3%	
  
2%	
  
1%	
  
0%	
  
...
Measure Your Strategy
Clickthrough Rate by Workflow
14%	
  
12%	
  
10%	
  
8%	
  
6%	
  
4%	
  
2%	
  
0%	
  
Previous	
 ...
Learn, Iterate, Experiment
What Now?

#INBOUND13
Segmentation can be a
powerful strategy…
… as long as it’s not all
you do.
Keep an eye on
your goals and
your customer.
Your To Do List
n
used o
c
ou’re fo a single ent.
If y
plifying don’t segm
am
,
essage
m
,
tle data on’t
lit
u haver people, d
If yo t, o
...
sed oned,
cu
ou’re foersonaliz
If y
to
gp
sendinnt messages to hit
releva uals in order hat to
individoals here’s w
your g...
g
r star tin sed
ou
entify yup to 4) ba
1. Id nts (
,
segme sona, lifecycle
on per r behavior.
and/o
t,
conten r
r
y to you mail ove
2. Applg with e
r
star tinows, CTAs ove ickly.
workfl e, to learn qu
websit
of
results r
e
sure tht and you
3. Meaegmen
if
ch s ategy, to see u
ea
o
r
hole stn is helping y
w
a
your pl e your goals....
d
rate, anw data,
ite
Learn, nt with ne
4.
perime ents, or new
ex
m
ew seg.
n
t
conten
THANK YOU
Harnessing the Power of Segmentation
for Marketing Results
Ellie Mirman @ellieeille
#INBOUND13
Harnessing the Power of Segmentation for Marketing Results #INBOUND2013
Harnessing the Power of Segmentation for Marketing Results #INBOUND2013
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Transcript of "Harnessing the Power of Segmentation for Marketing Results #INBOUND2013"

  1. 1. Harnessing the Power of Segmentation for Marketing Results Ellie Mirman Inbound Marketing Funnel Manager, HubSpot #INBOUND13
  2. 2. ELLIE MIRMAN @ellieeille I have a very healthy love of beets.
  3. 3. I am not here to tell you that segmentation is important.
  4. 4. That would be preaching to the choir.
  5. 5. You know the data…
  6. 6. Relevant emails drive 18x more revenue than broadcast emails. Jupiter Research
  7. 7. You know segmentation is the key to better results…
  8. 8. Relevant emails drive 18x more revenue than broadcast emails. Jupiter Research
  9. 9. So why am I here?
  10. 10. To tell you not to do it. (or when not to)
  11. 11. To tell you you’re doing it wrong. (because most marketers are)
  12. 12. And then, only then, talk about how to do segmentation. Right.
  13. 13. Agenda 1  2  3  When Not to Segment Segmentation Made Sweet & Simple Choosing a Segmentation Strategy
  14. 14. 1 When Not to Segment
  15. 15. If your segmentation plan looks like this…
  16. 16. If your segmentation plan looks like this… It’s wrong.
  17. 17. It might seem fancy or complex… or even advanced…
  18. 18. … but it’s just complicated.
  19. 19. … it’s a reason for you not to do something else.
  20. 20. Segmentation is a stalling strategy. @ellieeille #inbound13
  21. 21. Done right, segmentation is great for delivering personalized, relevant messages to individuals.
  22. 22. It’s not great for promoting a big launch, generating buzz, and amplifying a single message.
  23. 23. Segmentation is an amplification strategy. @ellieeille #inbound13
  24. 24. So what if you’re ready to deliver personalized, relevant messages to individuals?
  25. 25. The ideal…
  26. 26. requires lots of…
  27. 27. Data
  28. 28. Content
  29. 29. People
  30. 30. So what do you do if you only have a little data, a bit of content, a few people?
  31. 31. You do what provides the best experience for the customer…
  32. 32. … has the best return on your effort…
  33. 33. … as defined by your goals.
  34. 34. 2 Segmentation Made Sweet & Simple
  35. 35. Identify with Data Step 3 Step 2 Step 1 Choose Segment Align Content
  36. 36. Segmentation by Persona
  37. 37. Personas Cindy the CEO Sales account executive early in his career – 4 years on the job Competitive, loves aggressive goals others think he can’t hit Eager to learn new things and experiment with new strategies Primary goal is to (over-)achieve his quarterly quota by bringing in new business •  Sam the Sales Guy •  •  •  •  Started her career in sales over a decade ago and worked her way up through the management track Stayed in the industry but started her own venture and has grown it to 15-25 people Primary goal is to keep the business growing and keeping customers satisfied •  • 
  38. 38. Identifying Personas with Data Sam the Sales Guy Cindy the CEO •  •  •  •  Role = Sales Level = Individual Contributor Primary Goal = New Business Viewed Content On = prospecting best practices •  •  •  •  Role = CEO Level = C-Level Company Size = 10-50 employees Viewed Content On = scaling a sales organization
  39. 39. Aligning Content with Personas Sam the Sales Guy Cindy the CEO •  •  •  •  Offer: Pre-made email templates Nurturing Series: Tips on connecting with prospects Call to action: Try free tools for sales reps Sales focus: Quick wins to help you do your job easier •  •  •  •  Offer: How to Align Sales & Marketing ebook Nurturing Series: New data on sales efficiency Call to action: Free benchmark analysis Sales focus: Making your team more efficient
  40. 40. Segmentation by Lifecycle
  41. 41. Sales & Marketing Lifecycle Subscriber Lead MQL SQL Opportunity Customer
  42. 42. How to Define Your Stages Subscriber Lead Opted-in to receive communications from you Bare minimum info/action to send info to sales rep MQL Quality lead as agreed by sales and marketing, fits best demographic or behavior SQL Opportunity Customer Sales has followed up and confirmed to be a quality lead Potential sale being managed by sales rep Someone paying for your products or services
  43. 43. How to Define Your Stages – Example Subscriber Lead MQL SQL Opportunity Email address only Phone, email, name, company, role info collected and sent to CRM Requested a demo, started a trial, downloaded 3+ offers Sales rep has followed up Had at least an initial call with a sales rep – assessment and/or demo Customer Paying customer using software
  44. 44. Aligning Content with Lifecycle Subscriber Lead MQL SQL Opportunity Customer Weekly email with top new content Phone call to set initial sales call, nurturing to educate Schedule demo or trial review (sales call) Nurturing to share product info Nurturing to share customer success Notices of new product features and training
  45. 45. Segmentation by Behavior
  46. 46. Level of Engagement Unengaged Normal Evangelist
  47. 47. Identifying Level of Engagement with Data •  •  Visited the website once Has not clicked on the last 10 emails Normal •  •  •  Visited the website at least twice Downloaded one or more offers Clicked on at least one email Evangelist •  •  •  Visited the website 5+ times Downloaded 5+ offers Overall click through rate >50% Unengaged
  48. 48. Aligning Content with Level of Engagement •  •  Visited the website once Has not clicked on the last 10 emails Normal •  •  •  Visited the website at least twice Downloaded one or more offers Clicked on at least one email Take next step Evangelist •  •  •  Visited the website 5+ times Downloaded 5+ offers Overall click through rate >50% Share favorite content Unengaged Download most popular offers
  49. 49. Took a Particular Action or Showed Interest Potential MQL Social Media Blogging
  50. 50. Took a Particular Action or Showed Interest Potential MQL •  •  Visited the landing page to request a demo Did not request a demo Social Media •  •  Downloaded any ebook related to social media Has a Twitter or Facebook account Blogging •  •  Has a blog Downloaded any ebook related to content creation
  51. 51. Aligning Content with Action or Interest Potential MQL •  •  Visited the landing page to request a demo Did not request a demo On-demand demo video, offer to call Social Media •  •  Downloaded any ebook related to social media Has a Twitter or Facebook account Offers for social media managers Blogging •  •  Has a blog Downloaded any ebook related to content creation Offers for content creators
  52. 52. Device or Browser iPhone Mac Chrome PC Firefox
  53. 53. Identifying Device or Browser with Data Visited website from iPhone Viewed email from iPhone •  Visited website from Mac using Chrome •  iPhone •  •  Visited website from PC using Chrome Mac Chrome PC Firefox
  54. 54. Aligning Content with Device or Browser Visited website from iPhone Viewed email from iPhone Optimized for all devices & browsers •  Visited website from Mac using Chrome Optimized for all devices & browsers •  iPhone •  •  Visited website from PC using Chrome Optimized for all devices & browsers Mac Chrome PC Firefox
  55. 55. A peek behind the HubSpot curtain
  56. 56. Marketers CEOs Sales Start with segmentation by persona
  57. 57. Subscriber | Lead | MQL | Opportunity | Customer Marketers Layer in lifecycle stage CEOs Sales
  58. 58. Subscriber | Lead | MQL | Opportunity | Customer Marketers CEOs Sales Marketing efforts focused on each quadrant
  59. 59. Subscriber | Lead | MQL | Opportunity | Customer Marketers CEOs Marketing efforts focused on each quadrant Sales + some segmentation based on specific trigger behaviors
  60. 60. The Data You Need " Demographic data – who they are and where they come from " Behavioral data – what they do on your website, social media, email marketing " Access data – how they consume your content " Engagement data – who they talked to, when, and how often
  61. 61. How to Get the Data From your existing tools: From employees: " " " " HubSpot CRM Sales reps Services/support reps From self-identification: From custom sources: " " " " Landing Page Forms Surveys HubSpot custom events (Enterprise) Outside data sources via API
  62. 62. Organize the Data " Take messy data and consolidate it into segments Ex: conversion event = social media ebook, twitter ebook, facebook ebook à topic of conversion event = social media " Make it easy to fill in missing data Ex: all “goal” questions clustered together " Gain insight into size of segments Ex: how many leads have <10 employees vs. more than 1,000? " Measure results by segment Ex: which segment drives more leads – VAR or Enterprise?
  63. 63. 3 Choosing a Segmentation Strategy
  64. 64. Choose an Initial Strategy Start with concrete data over interpretative data –  Concrete data = black and white facts (demographic data, products purchased) –  Interpretative data = judgments based on behavior or other indirect data (interested in social media, primary goal/challenge) Create up to 4 segments –  Consider how many distinct personas you have, how different the lifecycle stages are, if you have key behaviors that distinguish parts of your database, and how large each segment will be –  Ex: Sam Lead, Sam SQL, Cindy Lead, Cindy SQL –  Exclude one segment from another if necessary
  65. 65. Start to Apply Apply to quick, stand-alone efforts before big investment In other words: Email before workflows CTAs before full website
  66. 66. Measure Each Segment: Click Through Rate TIP: Use Campaigns to easily group marketing campaigns by segment
  67. 67. Measure Each Segment: New Leads TIP: Use Tracking URLs to group traffic by segment
  68. 68. Measure Each Segment: Conversion Rates TIP: Track each sales cycle milestone in your CRM
  69. 69. Why Measure Each Segment " Understand engagement of each segment separately " Test more content and apply learnings to other segments " Identify less productive segments for a/b testing " Identify most engaged segments for sharing /growing reach
  70. 70. Measure Your Strategy Leads Generated by Segment 600   500   400   300   200   100   0   January   February   March   No  Segmenta?on   April   Segment  Sam   Segment  Cindy   Mary   June  
  71. 71. Measure Your Strategy Lead to Customer % by Segment 9%   8%   7%   6%   5%   4%   3%   2%   1%   0%   January   February   March   Overall  L-­‐C  %   April   Sam  L-­‐C  %   Mary   Cindy  L-­‐C  %   June  
  72. 72. Measure Your Strategy Clickthrough Rate by Workflow 14%   12%   10%   8%   6%   4%   2%   0%   Previous  Workflow  CTR   Sam  Workflow  CTR   Email  1   Email  2   Email  3   Cindy  Workflow  CTR   Average  
  73. 73. Learn, Iterate, Experiment
  74. 74. What Now? #INBOUND13
  75. 75. Segmentation can be a powerful strategy…
  76. 76. … as long as it’s not all you do.
  77. 77. Keep an eye on your goals and your customer.
  78. 78. Your To Do List
  79. 79. n used o c ou’re fo a single ent. If y plifying don’t segm am , essage m , tle data on’t lit u haver people, d If yo t, o conten nt. segme
  80. 80. sed oned, cu ou’re foersonaliz If y to gp sendinnt messages to hit releva uals in order hat to individoals here’s w your g do:
  81. 81. g r star tin sed ou entify yup to 4) ba 1. Id nts ( , segme sona, lifecycle on per r behavior. and/o
  82. 82. t, conten r r y to you mail ove 2. Applg with e r star tinows, CTAs ove ickly. workfl e, to learn qu websit
  83. 83. of results r e sure tht and you 3. Meaegmen if ch s ategy, to see u ea o r hole stn is helping y w a your pl e your goals. achiev
  84. 84. d rate, anw data, ite Learn, nt with ne 4. perime ents, or new ex m ew seg. n t conten
  85. 85. THANK YOU Harnessing the Power of Segmentation for Marketing Results Ellie Mirman @ellieeille #INBOUND13
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