Transcript of "Top 10 Ways to Segment Your B2B Lead Database"
ReachForce Webinar Series:Top 10 Ways to Segment and Grow Your Leads Database for Targeted B2B Marketing Programs
Segmentation – A No BrainerAccording to a Jupiter Research Study, Marketers who segment their lists can improve conversion rates up to 355% and increase revenues by an amazing 781%!
Segmentation – A No BrainerThe same Jupiter Research Study, found that only 11% of Marketers actually segment their lists. With those kind of results what’s stopping you?
Where to Start? – Top 10 Ways to Segment#10 – Target Prospects and Customers Separately Prospects Customers • Build Trust • Upsell/Cross-sell • Build Credibility • Educate on New • Use Expert Content to Offerings educate and entice rather • Keep in Touch than over-sell your offerings
Top 10 Ways to Segment Your Lists #9 – Segment Based on Specific Interests• Broad messages don’t work• For example if you laptop buyers wouldn’t respond to a desktop campaign as they are looking for: – Mobility – Small form factor – Etc.
Top 10 Ways to Segment Your Lists #8 – Segment Based on Location or Geo• What regions have you found success?• Are their target markets clustered in specific areas? – Silicon Valley – Wall Street – Hurricane prone areas – Etc.
Top 10 Ways to Segment Your Lists #7 – Segment Based on Industry/Vertical• What industries have you been successful in?• You can’t be everything to everyone.• Go beyond standard industry grouping with SIC and NAICS for your all your Accounts
Top 10 Ways to Segment Your Lists#6 – Segment Based on Company Size & Revenue• Look at historical wins to determine company fit.• Are your wins clustered in specific customer sizes?• Don’t go whale hunting if you’re a better fit for SMB.• Make sure a company has revenues that will support your ASP.
Top 10 Ways to Segment Your Lists #5 – Segment Based on Sales Cycle Stage• Late stage sales cycle contacts will most likely benefit from customer success stories to help reinforce their decision.• Early stage sales cycle prospects are most likely looking for research on a solution for their needs.
Top 10 Ways to Segment #4 – Segment Based on Title or Job Function• Your offer can mean something very different to a CFO vs. an IT manager.• Know who is your buyer and who makes up the decision making group. ?
Top 10 Ways to Segment Your Lists #3 – Segment Based on Lead Source• A trade show lead is likely to be at a different stage in the buying cycle than someone who downloads your price sheet• Vary your message on how leads came to you.
Top 10 Ways to Segment Your Lists #2 – Segment Based on Website Behavior• Do your best leads visit once or multiple times?• Does how many pages visited indicate buying tendency?• Does a conversion on a form mean they are ready to buy?
Top 10 Ways to Segment Your Lists#1 – Segment Based on the Customer’s Competition• It seems simple enough but chances are good that if you’re a fit for one, you’re a fit for the other• Don’t pass up simple targets.• If you only do one segmentation example, make this one it – it’s easy to do.
All of this great information and more can be found on The B2B Lead Blog – www.blog.reachforce.com
As a special offer to all attendees we would like to offer to cleanse and append 1,000 free records with full segmentation data. Visithttp://marketing.reachforce.com/freetrialcleanse.html and register for the offer or go to the ReachForce home page.
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