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The Power of Segmentation in Marketing
The March meetup focused on the power of segmentation in marketing, emphasizing its critical role in understanding audiences and delivering targeted messages. It covered best practices for segmentation, including geographic, demographic, psychographic, behavioral, and firmographic techniques, as well as the use of tailored campaigns and analytical approaches for improved engagement. Additionally, the event introduced various segmentation methods applicable through the VBOUT platform and provided resources to enhance marketing strategies.
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The Power of Segmentation in Marketing
- 1. The power ofsegmentation in marketing March Meetup
- 2. THE VBOUT COMMUNITY 20KMEMBERS - 8 YEARS March Meetup
- 3. General Intro The Power ofSegmentation in Marketing 5:00 – 5:15 5:15 – 5:50 5:50 – 6:00 Q&A Agenda
- 4. Marketing Automation Stack Simple Interface Great Price Premium Support The VBOUT Stack
- 5. 10+Core Tools WorkingTogether Integrates well 1. Landing pages 2. Forms 3. Popups and site messages 4. Lead tracking 5. Automation sequences 6. Email campaigns 7. Social media listening 8. Social publishing 9. Retargeting 10. Analytics 11.Pipeline management 12.Calendar booking The VBOUT Stack
- 6. Full Product VideoTour Visual Automation Builder
- 7. Full Product VideoTour Lead Data Platform
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- 10. 1. Why segmentationis critical 2. Best practices of segmentation 3. Ways you can do segmentation with VBOUT 4. + Bonus (tools and resources that help) Outline
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- 12. 1. Learn moreabout your audience. 2. Send the right message to the right audience at the right time. 3. Helps you focus on a particular type of product and create a brand identity. 4. Create proper pricing plans. 5. Differentiate your business from your competitors. Why segmentation is critical
- 13. Why segmentation iscritical Source: SalesCycle
- 14. The best practicesof segmentation March Meetup
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- 16. 2. USE PROPERSEGMENTATION TECHNIQUES • Geographic segmentation • Demographic segmentation • Psychographic segmentation • Behavioral segmentation • Firmographic segmentation Practice #2
- 17. • Segmenting peopleaccording to location. • Useful for companies selling products that may be impacted by weather, or a small business offering local delivery. Geographic segmentation
- 18. • Segmenting peopleaccording to age, marital status, gender, nationality, household members, education and income. • Helps you create customized campaigns and advertising plans with optimized budget and time. Demographic segmentation
- 19. • Segmenting peoplebased on their personality, lifestyle, social status and interests. • Helps you determine motivations that drive people ‘s decisions. • Campaigns will be hyper-targeted according to their historical interests. Psychographic segmentation
- 20. • Segmenting peoplebased on their engagement with the brand. • Useful in sending customized messages to drive conversions and nurture them throughout the funnel. • Useful in customer retention. Behavioral segmentation
- 21. • Segmenting peoplebased on their industry, number of employees, ownership and legal status, company size… • This helps B2B marketers identify target companies along with the tech stack. Firmographic segmentation
- 22. 3. CREATE VALUABLESEGMENTS • Avoid creating segments that are too small. • Use dimensional segmentation. Practice #3
- 23. 4. USE RFMMODELING • This concept is based on segmenting customers according to Recency – Frequency and Monetary. • It leads to a more effective personalization and enhances the customer’s experience. Practice #4
- 24. 5. USE ANALYTICALAPPROACH IN SEGMENTATION • Monitor the metrics of your email marketing and automated messages. • Monitor the metrics of all your ads. • If engagement is low, reconsider tailoring more targeted campaigns in the future. • Create more variety of ad sets. • Observe the performance after the tweak. Practice #5
- 25. Ways you cando segmentation with VBOUT March Meetup
- 26. SEGMENT BASED ONCONTACT DATA 1. Through lists
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- 29. LEAD SCORING SEGMENTATON 4.Through lead scoring
- 30. UTM & SOURCE SEGMENTATION 5.Through lead’s source
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- 32. DEVICE BASED SEGMENTATION 7.Through technology
- 33. ECOMMERCE SEGMENTATION 8. Throughpurchase behaviour
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- 35. • Buyer personatool – link • Guide to creating a behavioral email marketing strategy – link • How to craft winning marketing funnels – link • How to build automations to amplify your funnel – link Tools And Resources
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- 37. Link Marketing automation byindustry
- 38. Link Marketing automation byindustry
- 39. Link Marketing automation byindustry
- 40. Link Marketing automation byindustry
- 41. Link Marketing automation byindustry
- 42. Link Marketing automation byindustry
- 43. Link Marketing automation byindustry
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Editor's Notes
- #11 1. What is email spam Define spam and why is it called “spam” 2. Reasons for emails hitting spam traps Why emails end up in spam and how to resolve common problems 3. The future of email and spam compliance How the new email trends help email marketers avoid spam and maximize deliverability with hyper-personalization and advanced segmentation 4. Tools and resources to help you stay compliant VBOUT’s materials and other external resources that help you boost deliverability
- #13 Learn more about your audience 2. Send the right message to the right audience at the right time 3. Help business establish a brand identity and focus on a particular type of products 4. Enables businesses to create proper pricing plans that boost sales while providing customers the value that they are looking for. 5. Differentiate your business from the competition due to more specific and personalized messaging.
- #16 Customer personas help you identify your ideal target segments. This allows you to tailor personalized campaigns that suit each segment. One size doesn’t fit all. Your target audience may consist of separate segments that you may not be aware of due to lack of proper target segments’ analysis.
- #17 Marketers use different types of segmentation according to their goals.
- #18 Examples are countries, states, regions, provinces, cities, villages, zip codes, etc…)
- #21 Segmenting people based on what they want and their engagement with the brand (upgrade, downgrade, churn, order completed, browse abandonment, cart abandonment, website visits, link clicked, email open, videos watched, future needs, technology preferences)
- #22 The key benefits of firmographic segmentation are increasing sales and ROI, new opportunities, improving promotional tactics and understanding current and prospective B2C customers. Examples are industry, number of employees, ownership and legal status, company size, years in business, financial standing and other business-related variables.
- #23 Avoid creating segments that are too small since they are unquantifiable and lead to distractions. If using only one variable is not enough (relying solely on demographic factors), you may need to combine it with other criteria to obtain a meaningful segment (Geographic + Demographic + Behavioral) -> example; people who live in a specific city whose gender is men - aged between 24 and 35 and who visit pricing page 5 times per day.
- #24 RFM modeling R- Grouping customers based on recency: Segmenting customers based on their recent interaction with their business. According to this concept a customer tends to purchase a product again if they have had a recent purchase, or interaction. F- Grouping customers based on frequency: Segmenting customers based on how many times they do business with a company. Similar to recency, frequency is also represented by a numeric value. However, the smaller a number, the lower the frequency of purchase and vice versa. Sending product recommendations based on previous purchases or common behavioral patterns. (i.e: Last abandoned product is X -> send email Y - Last visited product is X -> send email Y - Last ordered product is C M- Grouping customers based on monetary (i.e: Lifetime value; purchase order total): Segmenting customers based on the amount of money they spend with the business. Since this measure is directly related to the monetary value, therefore the numeric value for Monetary represents the amount of money.
- #25 - Monitor the metrics for all your email marketing and automated messages (open rate, CTR, conversions, bounces, unsubscribes, etc…) - Monitor the metrics of all your ads (CPC, CPA, conversions, impressions, engagement, revenue, CAC, etc…) - If engagement is low due to lack of personalization and customization, reconsider tailoring more targeted campaigns for the future that suit each segment’s needs. - Consider creating more variety of ad sets in case the performance of your ads didn’t go as expected. - Observe the new metrics after the adjustments and monitor the extent to which segmentation has made progress or not.
- #27 Creating segments based on contact name, email address, field values…
- #28 Segmenting contacts according to certain actions such as email link clicked, video watched, browse abandoned page, first and last engagement date, cart abandoned page, coupon redeemed, etc…)
- #29 Creating specific segments based on tags allocated to them and triggering different automations according to these tags.
- #30 Creating specific segments based on the total earned points that are given to them or their status according to the level of engagement with your brand.
- #31 It can be source, campaign, term, medium or content. For example, if a lead came from Instagram _> send him an email. Segmenting people according to UTM and building specific automations that suit each referral according to where they came from.
- #32 Segmenting people and launching customized automations based on where they are located. It also includes specific conditions for ecommerce such as shipping city, state, zipcode, etc…
- #33 Segmenting people and triggering automations according to the device that they use as well as the type of device.
- #34 Segmenting people and creating automations based on value such as customer lifetime value, shipping total, etc..