2. Segmentation – A No Brainer
According to a Jupiter Research Study, Marketers
who segment their lists can improve conversion
rates up to 355% and increase revenues by an
amazing 781%!
3. Segmentation – A No Brainer
The same Jupiter Research Study, found that only
11% of Marketers actually segment their lists.
With those kind of results what’s stopping you?
4. Where to Start? – Top 10 Ways to Segment
#10 – Target Prospects and Customers Separately
Prospects Customers
• Build Trust • Upsell/Cross-sell
• Build Credibility • Educate on New
• Use Expert Content to Offerings
educate and entice rather • Keep in Touch
than over-sell your
offerings
5. Top 10 Ways to Segment Your Lists
#9 – Segment Based on Specific Interests
• Broad messages don’t work
• For example if you laptop buyers wouldn’t respond
to a desktop campaign as they are looking for:
– Mobility
– Small form factor
– Etc.
6. Top 10 Ways to Segment Your Lists
#8 – Segment Based on Location or Geo
• What regions have you found success?
• Are their target markets clustered in specific areas?
– Silicon Valley
– Wall Street
– Hurricane prone areas
– Etc.
7. Top 10 Ways to Segment Your Lists
#7 – Segment Based on Industry/Vertical
• What industries have you been successful in?
• You can’t be everything to everyone.
• Go beyond standard industry
grouping with SIC and NAICS for
your all your Accounts
8. Top 10 Ways to Segment Your Lists
#6 – Segment Based on Company Size & Revenue
• Look at historical wins to determine company fit.
• Are your wins clustered in specific customer sizes?
• Don’t go whale hunting if you’re a better fit for SMB.
• Make sure a company has
revenues that will support your
ASP.
9. Top 10 Ways to Segment Your Lists
#5 – Segment Based on Sales Cycle Stage
• Late stage sales cycle contacts will most likely
benefit from customer success stories to help
reinforce their decision.
• Early stage sales cycle prospects
are most likely looking for
research on a solution for their
needs.
10. Top 10 Ways to Segment
#4 – Segment Based on Title or Job Function
• Your offer can mean something very different to a
CFO vs. an IT manager.
• Know who is your buyer and who makes up the
decision making group.
?
11. Top 10 Ways to Segment Your Lists
#3 – Segment Based on Lead Source
• A trade show lead is likely to be at a different stage
in the buying cycle than someone who downloads
your price sheet
• Vary your message on how leads
came to you.
12. Top 10 Ways to Segment Your Lists
#2 – Segment Based on Website Behavior
• Do your best leads visit once or multiple times?
• Does how many pages visited indicate buying
tendency?
• Does a conversion on a form mean they are ready
to buy?
13. Top 10 Ways to Segment Your Lists
#1 – Segment Based on the Customer’s Competition
• It seems simple enough but chances are good that if
you’re a fit for one, you’re a fit for the other
• Don’t pass up simple targets.
• If you only do one segmentation example, make this
one it – it’s easy to do.
14. All of this great information and more can be
found on The B2B Lead Blog –
www.blog.reachforce.com
15. As a special offer to all attendees we would like
to offer to cleanse and append 1,000 free
records with full segmentation data.
Visit
http://marketing.reachforce.com/freetrialcleanse.html
and register for the offer or go to the ReachForce
home page.
