Spam Traps: Avoid the Blacklist and Protect Your Digital Reputation
Best Practices in List Segmentation
1. Best Practices in List Segmentation
Deliver Monetized Leads Faster
Jeff Linton
Product & Field Marketing, Act-On Software
www.act-on.com | @ActOnSoftware | #ActOnSW
2. Today’s Presenter
Jeff Linton
@jeffreylinton
Product & Field Marketing
Act-On Software
www.act-on.com | @ActOnSoftware | #ActOnSW
3. Marketing Automation for the Fortune 5 Million
STAGES
LEADS LEADS OPPORTUNITIES CUSTOMERS
NAMES MQL SQL
ACTIVITIES
ACQUISITION NURTURING MARKETING TO CUSTOMER
PROGRAMS PROGRAMS SALES HANDOFF RETENTION
CAMPAIGNS
Social
Webinars
Whitepapers
SYSTEMS
CRM
Salesforce Automation
Support
www.act-on.com | @ActOnSoftware | #ActOnSW
4. Challenges today…
LACK OF ACCURATE
MEASUREMENT
Cost Effective
Lead Generation
Alignment with Sales
www.act-on.com | @ActOnSoftware | #ActOnSW
5. In this session
• The difference between behavioral and profile
segmentation
• How to use personalization to optimize segmentation
• The impact of segmentation on lead generation
• How to automate campaigns to segments and
increase response rates via segmentation
www.act-on.com | @ActOnSoftware | #ActOnSW
6. Why…
Yesterday’s Buying Today’s Buying
Process Process
Sales enters buying Sales enters buying
process early process later
Customers find answers to
Sales answers questions
before engaging Sales
Difficult for customers to Endless research options via
research choices search and social media
Marketing has minor Marketing plays pivotal role
role, restricted to early across many stages and
awareness and consideration channels
phases www.act-on.com | @ActOnSoftware | #ActOnSW
7. Building a profile
Real time data
Behaviors
Sales
Marketing
www.act-on.com | @ActOnSoftware | #ActOnSW
9. Who are we targeting
• Members
• Subscribers
• Prospects
• Customers
• Donors
• Doctors
• Staff
• Investors
www.act-on.com | @ActOnSoftware | #ActOnSW
10. What do we know about them
• Email • Clicks
• Webinar • Training
• Downloads • Bounce
• Tradeshows • Survey Response
• Site visits • Unique Open
• Opens/did not open • Unique Click
• Forward to a Friend • Unsubscribe
www.act-on.com | @ActOnSoftware | #ActOnSW
11. Types to Segment
Demographic (profile)
• Industry
• Position / Job Title
• Revenue
Digital Behaviors (activity)
• Company Size • Opens
• Geography • Clicks
• Webpage Visits
• Downloads
• Webinars
[ Recency – Frequency – Relevancy ]
www.act-on.com | @ActOnSoftware | #ActOnSW
13. Lead Scoring
Forrester:
Companies that excel at
lead nurturing generate:
50% more sales-ready leads
lower cost per lead by 33%
www.act-on.com | @ActOnSoftware | #ActOnSW
14. Personalize….
• Interested in…
• Large companies typically
The tone:
• Companies looking at …
- What is the goal?
have found…
- Is it relevant?
• Our customers [like, have
seen, also have, share with - Next step?
us ] … - Is it clearly defined?
• Thanks for taking a look at… - Is it simple?
www.act-on.com | @ActOnSoftware | #ActOnSW
15. The Impact…
7 Marketing Habits of Today's Highly Successful SMBs
According to Forrester, Top Performers are more likely to consider lead-
related metrics worth collecting, including:
• Cost per lead & Cost per qualified lead
• Time period of qualified lead
• Time to close
• Sales-accepted leads
• Cost per new customer
Bottom performers, on the other hand, are less likely to collect lead
metrics. In fact, 44% don’t measure any of these success factors.
www.act-on.com | @ActOnSoftware | #ActOnSW
16. Automate
Average Sales Cycle – 22% longer
(SiriusDecisions)
70% of leads are longer term
opportunities worth nurturing
(MarketingSherpa)
Communication can be a key
differentiator during the sales cycle
80% of prospects deemed “bad leads”
by sales go on to buy within 24 months
(SiriusDecisions)
www.act-on.com | @ActOnSoftware | #ActOnSW
17. The steps
www.act-on.com | @ActOnSoftware | #ActOnSW
18. Segments to automate
• Free Trial • Known Competitor
• High Leads Score • Open but did not click
• Specific Download • Sales went dark
• Unique Visit • Webinar follow ups
• Sales ( not ready yet) • Visiting show booth
• Sales call me in 6 • ?
Months • ?
• Sales No Decision • ?
www.act-on.com | @ActOnSoftware | #ActOnSW
19. 2012 vs. 2013
Metrics: what matters the most
• What goals have been identified?
• What type of plan is in place?
• What steps were taken?
• What did you find and how will it change?
www.act-on.com | @ActOnSoftware | #ActOnSW
21. Thank you
Learn | Plan | Engage
• Case Studies
Social Media
• Webinars
• White Papers blog.act-on.com/
• Videos youtube.com/user/ActOnSoftware
• Testimonials
@ActOnSoftware | #ActOnSW
www.act-on.com
Sales: 1 877.530.1555
www.act-on.com | @ActOnSoftware | #ActOnSW
22. Discussion
Yesterday’s Buying Today’s Buying
Process Process
Sales enters buying Sales enters buying
process early process later
Customers find answers to
Sales answers questions
before engaging Sales
Difficult for customers to Endless research options via
research choices search and social media
Marketing has minor Marketing plays pivotal role
role, restricted to early across many stages and
awareness and consideration channels
phases www.act-on.com | @ActOnSoftware | #ActOnSW
