Segmentation and Buyer Personas

2,703 views

Published on

Segmentation of your database and development of personas allow you to develop the right messages, content and offers. This will dramatically increase the effectiveness of your lead nurturing campaigns. This slide deck presents a step-by-step approach to segmenting your database and developing personas for your most important target groups.

The following questions will be addressed:
- Do segmentation and personas really increase conversion?
- How many segments should I create?
- Do I segment my database by title, influence, industry, or something else?
- Which personas should I develop?
- How can I develop an insightful persona quickly?
- I have created segments & personas, what now?

These practical tips that can result in conversion improvements ranging from 20% to 400%.

For the full webinar recording, please visit the LeadSloth website.

Published in: Business
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
2,703
On SlideShare
0
From Embeds
0
Number of Embeds
350
Actions
Shares
0
Downloads
57
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide

Segmentation and Buyer Personas

  1. 1. Dive Into Your Prospects' Mind Through Segmentation and Personas
  2. 2. Introduction Jep Castelein Founder of LeadSloth www.leadsloth.com @jepc @leadsloth
  3. 3. 1999 “Being John Malkovitz”
  4. 4. 7 Steps to Finding Untapped REVENUE 1. 2. Sales & Marketing Choose The Right Alignment Audience 7. 3. Track & Measure Know Them 6. 4. Converse Provide Value 5. Make Offers They Can’t Refuse
  5. 5. Segment to Boost RESPONSE Rates
  6. 6. Think Like A PUBLISHER To Be Relevant
  7. 7. SEGMENTED Emails Get 50% More Clicks (source: MarketingSherpa)
  8. 8. 56% Thinks That “Just Not Interesting” Email is SPAM (source: MarketingSherpa & Q Interactive)
  9. 9. PERSONA-based Website: Conversion Up 400% (source: RightNow, via David Meerman Scott)
  10. 10. Taking The RIGHT Turn With Segmentation
  11. 11. 1. Segment by Job Title 2. Segment by Industry 3. Segment by Product Image by Richard C. Moeur http://www.trafficsign.us Segment by INTEREST
  12. 12. 4. Segment by Location 5. Segment by Language 6. Segment by Time & Day Preferences Image by Richard C. Moeur http://www.trafficsign.us Segment by PREFERENCES
  13. 13. 7. Segment by Leads and Customers 8. Segment by Importance 9. Segment by Lead Source Image by Richard C. Moeur http://www.trafficsign.us Segment by IMPORTANCE
  14. 14. 10. Segment by Stage in the Buying Process 11. Segment by Level of Interest 12. Segment by Recent Activity Image by Richard C. Moeur http://www.trafficsign.us Segment by ACTIVITY
  15. 15. 3 Ways To Get The DATA You Need
  16. 16. Buyer PERSONAS: See Through The Buyers’ Eyes
  17. 17. STEP #1: Desk Research
  18. 18. STEP #2: Interviews
  19. 19. Picture by Stanford EdTech via Flickr STEP #3: Workshops
  20. 20. Picture by Circling Hawk STEP #4: Pre-flight Check For Your Persona
  21. 21. Segments & Personas Done. What Now? 1. 2. Sales & Marketing Choose The Right Alignment Audience 7. 3. Track & Measure Know Them 6. 4. Converse Provide Value 5. Make Offers They Can’t Refuse
  22. 22. Need Help Finding Untapped Revenue in Your Database? Let’s Talk! Get Tips on Finding In 30 Learn how Untapped REVENUE Minutes... I can help! in Your Database To Schedule this Call Email me at jep@leadsloth.com
  23. 23. Q&A jep@leadsloth.com 1-888-4A-SLOTH www.leadsloth.com @jepc @leadsloth

×