#INBOUND13 - Harnessing the Power of Segmentation for Marketing Results

#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.

Relevant emails drive
18xmore revenue
than broadcast emails.
Jupiter Research

You know segmentation is the
key to better results…

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

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?

#INBOUND13 - Harnessing the Power of Segmentation for Marketing Results

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…

2 Segmentation Made
Sweet & Simple

Step1
Choose
Segment
Step2
Identify
with
Data
Step3
Align
Content

• 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

CustomerOpportunitySQLMQLLeadSubscriber
Sales & Marketing Lifecycle

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

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

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

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
Marketing efforts
focused on each
quadrant

Marketers
CEOs
Sales
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

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 %

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

Segmentation can be a
powerful strategy…

… as long as it’s not all
you do.

Keep an eye on
your goals and
your customer.

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

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