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The Underused Power of Segmentation and CRM Retargeting

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Perhaps the most underused marketing tactics used by marketers these days is segmentation and CRM retargeting. Why segment? To uncover and identify numerous marketing opportunities. Why retarget through CRM data? Email only goes so far, so CRM tactics allow you to go beyond spamming inboxes.

Join us for this Kissmetrics webinar and we’ll show you:

How to uncover insights and find opportunities through segmentation
The benefits of CRM retargeting
How to create your very own CRM campaign using multiple advertising platforms
Bonus: How to use your segments to launch LookaLike campaigns
Get ready to see an increase in conversion rates. See you at the webinar!

Published in: Marketing

The Underused Power of Segmentation and CRM Retargeting

  1. 1. Underused Power of Segmentation & CRM Retargeting TOMASZ BORYS
  2. 2. Andy is on the Product team at Kissmetrics where he spends his days living directly in between sales, product, and marketing. His background is in technology sales and marketing, and he studied Marketing at the University of Arizona. ANDY WYATT Product Manager, Kissmetrics Tomasz loves dipping his feet in the river while fishing, injuring his thumb while gaming, hacking away at a golf ball, and driving demand at Kissmetrics. He’s also the biggest fan of gummy bears. TOMASZ BORYS Director of Marketing, Kissmetrics @tbcali
  3. 3. #KissWebinar @Kissmetrics #KissWebinar @tbcali
  4. 4. 1 Segmentation 2 CRM Retargeting TABLE OF CONTENTS 6 3 Look-a-Like Advertising
  5. 5. Segmentation
  6. 6. CRM RETARGETING What is Segmentation? Dividing a very broad or generic target market into subsets or groups. Groups = consumers, visitors, or prospects that have something in common.
  7. 7. WAYS OF SEGMENTING
  8. 8. BEHAVORIAL SEGMENTATION Segmenting those users that have interacted with your product or service
  9. 9. BEHAVORIAL SEGMENTATION
  10. 10. BEHAVORIAL SEGMENTATION
  11. 11. BEHAVORIAL SEGMENTATION
  12. 12. BEHAVORIAL SEGMENTATION
  13. 13. BEHAVORIAL SEGMENTATION
  14. 14. BEHAVORIAL SEGMENTATION
  15. 15. CRM (re)Targeting
  16. 16. CRM RETARGETING What is CRM Retargeting? Transferring information that used to be offline-only from into an online platform to create smarter decisions or to drive promotions. How Does it Work? Matching cookies with the online/offline CRM data of your customers or leads.
  17. 17. CRM TARGETING Upside? Target & control specifically who you want to target off of an email list. Downside? You will never get a 100% match rate.
  18. 18. CRM TARGETING Why? •  80% of promotional emails are never opened, so we’re not relying on just emails to connect with high-intent customers. •  Repetition helps build familiarity, which in turn helps build credibility. •  Go online with offline segmented data!
  19. 19. Google List Size: 145,000 59% 85,000 48% 70,300 19% 27,550 Facebook Twitter
  20. 20. Layering location age gender interests education layers, layers, and more layers
  21. 21. site retargeting ≠ CRM retargeting
  22. 22. Tips?
  23. 23. Tips?
  24. 24. Easy Implementation in Facebook
  25. 25. Google AdWords too!
  26. 26. LookaLike Advertising
  27. 27. LOOKALIKE ADVERTISING What is LookaLike Advertising? Finding people who behave or look the same way as your web visitors or customers How Does it Work? Anonymously matching prospects' cookies against the data-based characteristics of your web visitors or customers.
  28. 28. LOOKALIKE ADVERTISING
  29. 29. LOOKALIKE ADVERTISING Upside? If you’ve have exhausted your CRM campaign, Lookalike allows your to expand that list to reach more similar users! And you can segment so the further you’re down the funnel, potentially the better quality. Downside? It’s hard to say how that LookaLike Audience looks until the campaign is live and your analyzing the data.
  30. 30. TOMASZ BORYS Director of Marketing, Kissmetrics @tbcali tborys@kissmetrics.com ANDY WYATT Product Manager, Kissmetrics Questions?

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