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#INBOUND13 - Harnessing the Power of Segmentation for Marketing Results
 

#INBOUND13 - Harnessing the Power of Segmentation for Marketing Results

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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 ...

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

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    #INBOUND13 - Harnessing the Power of Segmentation for Marketing Results #INBOUND13 - Harnessing the Power of Segmentation for Marketing Results Presentation Transcript

    • #inbound13 Harnessing the Power of Segmentation for Marketing Results Ellie Mirman Inbound Marketing Funnel Manager, HubSpot
    • 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 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
    • • 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
    • • 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
    • Segmentation by Lifecycle
    • CustomerOpportunitySQLMQLLeadSubscriber Sales & Marketing Lifecycle
    • 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
    • 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
    • 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
    • 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 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%
    • 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
    • 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 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
    • 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
    • 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 Firefox • Visited website from Mac using Chrome • Visited website from PC using Chrome
    • 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
    • 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 segmentation based on specific trigger behaviors
    • 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
    • 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
    • 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
    • 3 Choosing a Segmentation 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 Choose an Initial Strategy
    • Apply to quick, stand-alone efforts before big investment In other words: Email before workflows CTAs before full website Start to Apply
    • 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 productive segments for a/b testing Identify most engaged segments for sharing /growing reach Why Measure Each Segment
    • 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
    • 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 %
    • 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
    • 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