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.

1. Dive Into Your Prospects' Mind
Through Segmentation and Personas

2. Introduction
Jep Castelein
Founder of LeadSloth
www.leadsloth.com
@jepc @leadsloth

3. 1999 “Being John Malkovitz”

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. Segment to Boost RESPONSE Rates

6. Think Like A PUBLISHER To Be Relevant

7. SEGMENTED Emails Get 50% More Clicks
(source: MarketingSherpa)

8. 56% Thinks That “Just Not Interesting” Email is SPAM
(source: MarketingSherpa & Q Interactive)

9. PERSONA-based Website: Conversion Up 400%
(source: RightNow, via David Meerman Scott)

10. Taking The RIGHT Turn With Segmentation

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. 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. 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. 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. 3 Ways To Get The DATA You Need

16. Buyer PERSONAS: See Through The Buyers’ Eyes

17. STEP #1: Desk Research

18. STEP #2: Interviews

19. Picture by Stanford EdTech via Flickr
STEP #3: Workshops

20. Picture by Circling Hawk
STEP #4: Pre-flight Check For Your Persona

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. 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. Q&A
jep@leadsloth.com
1-888-4A-SLOTH
www.leadsloth.com
@jepc @leadsloth