Building effective list segmentation involves collecting both explicit and implicit data about prospects to define targeted segments based on demographic and behavioral characteristics. This data is used to dynamically segment prospects and deliver personalized content to improve engagement. The document outlines best practices for segmentation such as progressively gathering more profile information, measuring success of campaigns, and continually refining segments and content based on patterns observed.
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To watch the video of the presentation, please visit blog.brainrider.com
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To watch the video of the presentation, please visit blog.brainrider.com
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Lab director, Tom Head, recently delivered these slides in conjunction with Marketing Week and Sitecore.
You can listen to the webinar here:
http://knowledgebank.marketingweek.co.uk/upcoming-webinars/
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Establish KPIs that improve your support experience, reduce contact volume and save you money on in-person support.
Learn the difference between tactical metrics that help you identify improvement opportunities and success metrics that measure support effectiveness.
Use segments in Google Analytics to monitor contact rates and content effectiveness. We’ll use examples from Autodesk’s customer service content strategy to demonstrate how we used metrics to identify improvement opportunities, reduce contact volumes, and measure the effectiveness of our support experience.
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Lab director, Tom Head, recently delivered these slides in conjunction with Marketing Week and Sitecore.
You can listen to the webinar here:
http://knowledgebank.marketingweek.co.uk/upcoming-webinars/
Real-Time Personalization in Action (Alvin Glay)Monetate
Focusing on targeting customers in a near instantaneous manner and using specific data points to personalize messages and product offerings across all channels and devices is crucial to success. The pace of technological change is shifting customer expectations, both consciously and subconsciously, and marketing in real time not only creates a truly relevant customer experience, but also differentiates your company from the rest. Here Verizon’s Alvin Glay explains how the telecom giant has used real-time marketing to make its customer experience more personalized, relevant, and ultimately, more profitable.
Steer intent, drive behavior, improve web traffic with web content management...Bridgeline Digital
Understanding your website users and how to drive their behavior is a fundamental imperative to the success of your online marketing initiatives. See the details behind understanding user intent and behavior — using real-life examples.
How Citrix Cracked the Code on PersonalizationOptimizely
Personalization is one of 2015’s digital marketing buzzwords for a reason. As competition for market share intensifies, the ability to provide a relevant experience for your prospect or customer has never been more important. Yet, for many marketers personalization remains uncharted territory.
Customers seeking product support don’t want to browse your site, engage with your content, or contact you. Stop using marketing success indicators for your support content. Attendees will learn how to:
Establish KPIs that improve your support experience, reduce contact volume and save you money on in-person support.
Learn the difference between tactical metrics that help you identify improvement opportunities and success metrics that measure support effectiveness.
Use segments in Google Analytics to monitor contact rates and content effectiveness. We’ll use examples from Autodesk’s customer service content strategy to demonstrate how we used metrics to identify improvement opportunities, reduce contact volumes, and measure the effectiveness of our support experience.
How Integrated Web Analytics Can Improve Website Performance and ROIBridgeline Digital
Learn how a natively integrated Web Analytics/Content Management System solution can help marketers improve content on every page through more accurate user data and more informed decision making
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This presentation will cover how brands and ecommerce sites can position themselves to take advantage of future Google updates and deliver long term sustainable rankings.
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An introduction to Account-Based Marketing including an analysis of benefits and criticisms, statistics, implementation suggestions and ideas, Importance of content and Lead-to-Account, challenges, and software considerations.
Contact me on LinkedIn if you have questions: https://www.linkedin.com/in/anantdas
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5. Importance of Segmentation
SEGMENTATION IS THE KEY
to increasing email marketing metrics
and conversion rates for marketing
campaigns – and to improving
prospect engagement
6. Segmentation Basics
Demographic/Profile Behavioral
• Web pages visited
• Title • Forms submitted
• Department • Emails clicked
• Geography • Whitepapers
• Company size downloaded
• Industry • Webinar
registration &
attendance
7. Build a Segmentation Strategy
Define the profiles and behaviors that
characterize your existing best customers
Build desirable, productive segments by
understanding who buys now, and why they buy
Create “personas”– profiles of ideal buyers – and
then look for prospects that match the personas
9. Build out Prospect Information
• Information a prospect
Explicit: gives you, such as via a
form
• Gathered by observing the
Implicit prospect, i.e. what website
pages they visit
11. Progressive Profiling
• Use a sequence of simple forms to build up
profile of a visitor over time
• As you collect more data, programs can
become more targeted
Keeping forms short and simple increases
conversion rates
12. In Action: Progressive Profiling
An anonymous visitor clicks on a whitepaper link on
your website
Form asking for just name and email address is
shown
Next time this visitor clicks on a different link, a form
that asks for company, job title and industry is
displayed
For the 3rd subsequent asset contact requests, form
can request phone number, # of employees, etc
14. Dynamic Segmentation
• Define dynamic segments by combining
profile attributes with observed
behaviors
• As people take action, they automatically
move into that specific segment
• Set up automated campaigns and actions
for these dynamic segments
19. In a Nutshell
• Measure marketing interactions with your
prospects
• Combine this behavioral data with
demographic information to define highly
targeted segments
• Automate personalized campaigns to
these targeted segments
20. 7 Steps to Getting Started
1. Begin with two or three segments
2. Begin with simple campaigns targeted
specifically to those segments
3. Collect progressive data and refine
4. Measure success at every step; consider using
at least two metrics
5. Analyze at regular intervals
6. Watch for patterns and adjust
7. Keep evolving
#AOWEB
21. Ready to Learn More?
Sign up for a demo:
act-on.com
blog.actonsoftware.com
Can’t Wait?
Call our hotline at: 1 (877) 530-1555
Email us: sales@act-on.net
Editor's Notes
Hello, I’m thrilled to be here today!
In this session, we’ll start out discussing the basics of segmentation, ways to build out the profiles for your prospects, utilizing dynamic segmentation and content to further segment – and automate those segments, and the key steps to getting started.
Let’s start at the beginning with an overview of the basics.
Segmentation is the key to increasing email marketing metrics and conversion rates for marketing campaigns – and to boosting prospect engagement. You can improve your marketing effectiveness by targeting your campaigns to appropriate segments, rather than blasting the same campaign out to all your prospects.
Improve your marketing effectiveness by targeting your campaigns to appropriate segments, instead of just blasting them out to all your prospects. Two main components to look at when starting your segmentation strategy are demographic or profile data – who the company and person IS/what they do versus behavioral – what they are interested in or what they are doing. The real power of segmentation, however, comes when you combine these two components to get a clearer picture of your target.
The first step to building your segmentation strategy is to work with your historical data and your sales department to define the profiles and behaviors that characterize your existing best customersLook first for prospects with identifiable common problems or needs that your product or service addresses effectively. Good segments containmembers who are as similar as possible to each other inside the group, and as different as possible from other groups. The more contrast, the easier it is to define appropriate marketing tactics and content. Other desirable segment characteristics include:• Well-defined needs, preferably in strategically painful areas• Size. The segment should be large enough and potentially productive enough to justify the effort• The willingness to pay for a solution. Look for a shared purchase procedure, and the habit of dedicating budget to solve the problems your solutionaddresses• Reachable through marketing tools
Once you have your segmentation strategy determined, it’s time to look at your prospect database.
There are two primary ways to capture data:1. Explicit: This is data that a prospect gives you, such as a job title, or that you can gather directly, such as an IP address. You might capture such data when a prospect fills out a form on your website.2. Implicit: This is data that you gather by observing the prospect, such as which website pages they visit, or by analyzing explicit data sources, such as linking an IP address to a particular company. You could gather such data from programs like a website visitor tracking tool.
You can use online forms in many ways to capture data – people can fill out a form to register for a webinar or download content, or sign up for a newsletter.
Oftentimes, you simply don’t have much information about a prospect to begin with. Sometimes you just get a list with just first name, last name and email address (we refer to these as FLEAs). These are early funnel contacts. Actions can be taken to learn more about these and move them further into the funnel. And, as you learn more about them, these contacts can then be dynamically entered into appropriate segments.
Here’s an example of how progressive profiling can help you increase your conversion rates – by asking for very little information on each form – but increase your knowledge of the prospects demographic information over time. You’re also collecting behavioral data about what pieces of content they are interested in.
Once you have this information about the prospect – it’s time to get dynamic!
Using a marketing automation system, it’s easy to create dynamic segments by combining profile attributes with observed behaviors. Once you create these dynamic segments, new prospects will move into them as soon as they hit the requirements. Your marketing automation system will also capture every interaction in each prospect’s individual activity history, so when the prospect becomes sales-ready, the sales rep reaching out will know everything possible about the prospect’s needs and interests.Setting up automated campaigns or actions allows segmentation to run in the background as your marketing team works on other projects.
Here are a couple different examples of dynamic segments and automated triggers that can be set up.
In addition to dynamic segmentation, marketers are also using dynamic content to drive the relevancy of their email marketing campaigns. Dynamic content is a marketing automation feature in which the marketer creates a single campaign that can be sent to multiple segments, while ensuring that text, images, offers, etc., change dynamically to suit the segment a prospect is in. Sending email campaigns this way saves time and allows you to see at a glance how the campaign performed overall, before breaking results down by segment.More than ever, your prospects and customers expect targeted, relevant communications. The benefits include: stronger customer and prospectrelationships, higher email open and click-through rates, increased sales, and enhanced ROI. The challenge is to deliver personalized email communications to your customer base without spending too much valuable time.
Here’s an example of dynamic content. This is the same email message, sent to two different segments.• John is in a segment defined as “CXOs focused on sales results”• Heidi is in a segment defined as “marketing directors responsible for the productivity of a small marketing team”The marketer set the campaign up with dynamic content, then ran only one campaign.
Measure regularly and adjust as needed. And the key is to automate everything that can be automated – forms, progressive profiling, scoring, segmentation, campaigns, nurturing, and the handoff to sales.
Begin simply, with two or three segmentsBegin with simple campaigns, targeted specifically to those segmentsCollect progressive data and refine; you might move a prospect from one segment to another as you gain information. (Marketing automation can make this happen without taxing resources)Measure success at every step; consider using at least two metrics, perhaps sales bookings and conversionsAnalyze at regular intervals; how often depends on your sales cycleAs you see patterns of good and less-than-good results developing, adjust your campaigns and/or segmentsKeep evolving. The whole process is dynamic, as customers, context, trends, economics, and your own products and company are always changing
Thank you for your time today. I invite you to visit Act-On.com to learn more about how we can help you achieve your marketing goals.