#inbound13
Harnessing the Power of
Segmentation for
Marketing Results
Ellie Mirman
Inbound Marketing Funnel Manager, HubSp...
I have a very healthy love
of beets.
@ellieeille
ELLIE
MIRMAN
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
18xmore revenue
than broadcast emails.
Jupiter Research
You know segmentation is the
key to better results…
Relevant emails drive
18xmore 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.
1 When Not to Segment
2 Segmentation Made Sweet & Simple
3 Choosing a Segmentation Strategy
Agenda
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
Step1
Choose
Segment
Step2
Identify
with
Data
Step3
Align
Content
Segmentation
by Persona
• Sales account executive early in his career – 4 years on the job
• Competitive, loves aggressive goals others think he c...
• Role = Sales
• Level = Individual Contributor
• Primary Goal = New Business
• Viewed Content On = prospecting best pract...
• Offer: Pre-made email templates
• Nurturing Series: Tips on connecting with prospects
• Call to action: Try free tools f...
Segmentation
by Lifecycle
CustomerOpportunitySQLMQLLeadSubscriber
Sales & Marketing Lifecycle
CustomerOpportunitySQLMQLLeadSubscriber
How to Define Your Stages
Opted-in to
receive
communica-
tions from
you
Bare
minim...
CustomerOpportunitySQLMQLLeadSubscriber
How to Define Your Stages – Example
Email
address only
Phone,
email, name,
company...
CustomerOpportunitySQLMQLLeadSubscriber
Aligning Content with Lifecycle
Weekly email
with top new
content
Phone call to
se...
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 emailsUnengaged
Norm...
Aligning Content with Level of Engagement
• Visited the website once
• Has not clicked on the last 10 emailsUnengaged
Norm...
Took a Particular Action or Showed Interest
Potential MQL
Social Media
Blogging
Took a Particular Action or Showed Interest
• Visited the landing page to request a demo
• Did not request a demoPotential...
Aligning Content with Action or Interest
• Visited the landing page to request a demo
• Did not request a demoPotential MQ...
Device or Browser
iPhone
Mac Chrome
PC Firefox
Identifying Device or Browser with Data
• Visited website from iPhone
• Viewed email from iPhoneiPhone
Mac Chrome
PC Firef...
Aligning Content with Device or Browser
• Visited website from iPhone
• Viewed email from iPhoneiPhone
Mac Chrome
PC Firef...
A peek behind the
HubSpot curtain
Marketers
CEOs
Sales
Start with segmentation
by persona
Marketers
CEOs
Sales
Layer in lifecycle stage
Subscriber | Lead | MQL | Opportunity | Customer
Marketers
CEOs
Sales
Subscriber | Lead | MQL | Opportunity | Customer
Marketing efforts
focused on each
quadrant
Marketers
CEOs
Sales
Subscriber | Lead | MQL | Opportunity | Customer
Marketing efforts
focused on each
quadrant
+ some se...
Demographic data – who they are and where they come from
Behavioral data – what they do on your website, social media, ema...
From your existing tools:
HubSpot
CRM
From self-identification:
Landing Page Forms
Surveys
How to Get the Data
From employ...
Take messy data and consolidate it into segments
Ex: conversion event = social media ebook, twitter ebook, facebook ebook
...
3 Choosing a Segmentation
Strategy
Start with concrete data over interpretative data
– Concrete data = black and white facts (demographic data, products purc...
Apply to quick, stand-alone efforts before big investment
In other words:
Email before workflows
CTAs before full website
...
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
Understand engagement of each segment separately
Test more content and apply learnings to other segments
Identify less pro...
Measure Your Strategy
0
100
200
300
400
500
600
January February March April Mary June
Leads Generated by Segment
No Segme...
Measure Your Strategy
0%
1%
2%
3%
4%
5%
6%
7%
8%
9%
January February March April Mary June
Lead to Customer % by Segment
O...
Measure Your Strategy
0%
2%
4%
6%
8%
10%
12%
14%
Previous Workflow CTR Sam Workflow CTR Cindy Workflow CTR
Clickthrough Ra...
Learn, Iterate, Experiment
#inbound2013
What Now?
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
THANK YOU
Harnessing the Power of Segmentation
for Marketing Results
Ellie Mirman @ellieeille
#inbound13
#INBOUND13 - Harnessing the Power of Segmentation for Marketing Results
#INBOUND13 - Harnessing the Power of Segmentation for Marketing Results
#INBOUND13 - Harnessing the Power of Segmentation for Marketing Results
#INBOUND13 - Harnessing the Power of Segmentation for Marketing Results
#INBOUND13 - Harnessing the Power of Segmentation for Marketing Results
#INBOUND13 - Harnessing the Power of Segmentation for Marketing Results
#INBOUND13 - Harnessing the Power of Segmentation for Marketing Results
#INBOUND13 - Harnessing the Power of Segmentation for Marketing Results
Upcoming SlideShare
Loading in...5
×

#INBOUND13 - Harnessing the Power of Segmentation for Marketing Results

532

Published on

Email marketing isn’t dead, but unsegmented email is a tactic of the past. Segmentation has the power to transform your marketing results: delivering the right message to the right person at the right time is not only the right thing to do, it’s the smart thing to do. Segmentation brings higher click through rates, conversion rates, and close rates. This session will cover how to get the data you need for powerful segmentation and how to use it to get better results.

Presented at #INBOUND13 (www.inbound.com) on August 21, 2013

Published in: Business, Technology
0 Comments
5 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
532
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
20
Comments
0
Likes
5
Embeds 0
No embeds

No notes for slide

#INBOUND13 - Harnessing the Power of Segmentation for Marketing Results

  1. 1. #inbound13 Harnessing the Power of Segmentation for Marketing Results Ellie Mirman Inbound Marketing Funnel Manager, HubSpot
  2. 2. I have a very healthy love of beets. @ellieeille ELLIE MIRMAN
  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 18xmore revenue than broadcast emails. Jupiter Research
  7. 7. You know segmentation is the key to better results…
  8. 8. Relevant emails drive 18xmore 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. 1 When Not to Segment 2 Segmentation Made Sweet & Simple 3 Choosing a Segmentation Strategy Agenda
  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. Step1 Choose Segment Step2 Identify with Data Step3 Align Content
  36. 36. Segmentation by Persona
  37. 37. • 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 Personas Sam the Sales Guy Cindy the CEO • 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. • Role = Sales • Level = Individual Contributor • Primary Goal = New Business • Viewed Content On = prospecting best practices Identifying Personas with Data Sam the Sales Guy Cindy the CEO • Role = CEO • Level = C-Level • Company Size = 10-50 employees • Viewed Content On = scaling a sales organization
  39. 39. • 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 Aligning Content with Personas Sam the Sales Guy Cindy the CEO • 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. CustomerOpportunitySQLMQLLeadSubscriber Sales & Marketing Lifecycle
  42. 42. CustomerOpportunitySQLMQLLeadSubscriber How to Define Your Stages Opted-in to receive communica- tions from you Bare minimum info/action to send info to sales rep Quality lead as agreed by sales and marketing, fits best demographic or behavior 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. CustomerOpportunitySQLMQLLeadSubscriber How to Define Your Stages – Example 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 Paying customer using software
  44. 44. CustomerOpportunitySQLMQLLeadSubscriber Aligning Content with Lifecycle 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 emailsUnengaged Normal Evangelist • Visited the website at least twice • Downloaded one or more offers • Clicked on at least one email • Visited the website 5+ times • Downloaded 5+ offers • Overall click through rate >50%
  48. 48. Aligning Content with Level of Engagement • Visited the website once • Has not clicked on the last 10 emailsUnengaged Normal Evangelist • Visited the website at least twice • Downloaded one or more offers • Clicked on at least one email • Visited the website 5+ times • Downloaded 5+ offers • Overall click through rate >50% Download most popular offers Take next step Share favorite content
  49. 49. Took a Particular Action or Showed Interest Potential MQL Social Media Blogging
  50. 50. Took a Particular Action or Showed Interest • Visited the landing page to request a demo • Did not request a demoPotential MQL Social Media Blogging • Downloaded any ebook related to social media • Has a Twitter or Facebook account • Has a blog • Downloaded any ebook related to content creation
  51. 51. Aligning Content with Action or Interest • Visited the landing page to request a demo • Did not request a demoPotential MQL Social Media Blogging • Downloaded any ebook related to social media • Has a Twitter or Facebook account • Has a blog • Downloaded any ebook related to content creation On-demand demo video, offer to call Offers for social media managers 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 iPhoneiPhone Mac Chrome PC Firefox • Visited website from Mac using Chrome • Visited website from PC using Chrome
  54. 54. Aligning Content with Device or Browser • Visited website from iPhone • Viewed email from iPhoneiPhone Mac Chrome PC Firefox • Visited website from Mac using Chrome • Visited website from PC using Chrome Optimized for all devices & browsers Optimized for all devices & browsers Optimized for all devices & browsers
  55. 55. A peek behind the HubSpot curtain
  56. 56. Marketers CEOs Sales Start with segmentation by persona
  57. 57. Marketers CEOs Sales Layer in lifecycle stage Subscriber | Lead | MQL | Opportunity | Customer
  58. 58. Marketers CEOs Sales Subscriber | Lead | MQL | Opportunity | Customer Marketing efforts focused on each quadrant
  59. 59. Marketers CEOs Sales Subscriber | Lead | MQL | Opportunity | Customer Marketing efforts focused on each quadrant + some segmentation based on specific trigger behaviors
  60. 60. 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 The Data You Need
  61. 61. From your existing tools: HubSpot CRM From self-identification: Landing Page Forms Surveys How to Get the Data From employees: Sales reps Services/support reps From custom sources: HubSpot custom events (Enterprise) Outside data sources via API
  62. 62. Take messy data and consolidate it into segments Ex: conversion event = social media ebook, twitter ebook, facebook ebook  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? Organize the Data
  63. 63. 3 Choosing a Segmentation Strategy
  64. 64. 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 Choose an Initial Strategy
  65. 65. Apply to quick, stand-alone efforts before big investment In other words: Email before workflows CTAs before full website Start to Apply
  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. 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 Why Measure Each Segment
  70. 70. Measure Your Strategy 0 100 200 300 400 500 600 January February March April Mary June Leads Generated by Segment No Segmentation Segment Sam Segment Cindy
  71. 71. Measure Your Strategy 0% 1% 2% 3% 4% 5% 6% 7% 8% 9% January February March April Mary June Lead to Customer % by Segment Overall L-C % Sam L-C % Cindy L-C %
  72. 72. Measure Your Strategy 0% 2% 4% 6% 8% 10% 12% 14% Previous Workflow CTR Sam Workflow CTR Cindy Workflow CTR Clickthrough Rate by Workflow Email 1 Email 2 Email 3 Average
  73. 73. Learn, Iterate, Experiment
  74. 74. #inbound2013 What Now?
  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. THANK YOU Harnessing the Power of Segmentation for Marketing Results Ellie Mirman @ellieeille #inbound13
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×