Best Practices in Segmentation |
*Create profiles and personas. Know who’s likeliest to buy from you by understanding your current customers
*Gather both demographic/firmographic and behavioral data
*Use dynamic progressive profiling
*Create campaigns that target specific segments; the tighter the fit, the better
*Measure regularly, adjust as needed, and evolve
*Don’t get too complicated; keep it as simple as possible
*Automate everything that can be automated -forms, progressive profiling, scoring, segmentation, campaigns, nurturing, and the handoff to sales
There are two primary ways to capture data:
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.
This is data that you gather by observing theprospect, 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.
GATHER EXPLICIT DATA THROUGH FORMS
You can use online forms in many ways to capture data: people can fill out information to register for a webinar or download content, or sign up for a newsletter.
The shorter a form is, the better the odds that it will be filled out. This is partly because it takes less time, but trust is also a factor. Shorter forms feel less invasive, so a prospect who’s just getting to know you doesn’t feel like a total stranger is asking for too much information.
This short form means that you won’t have much information about a prospect to begin with, perhaps just first name, last name and email address (we refer to these as FLEAs). These are early funnel contacts. Progressive profiling is a good way to learn more about these prospects, so you can move them further into the
funnel and sort them into appropriate segments. How it works:
*When a prospect gives you information, that information is stored in a unique profile.
*On a subsequent interaction, your marketing automation system recognizes the prospect and serves a new form that asks for additional information.
*Using a sequence of simple forms builds up the prospect’s profile over time.
*At some point you’ll have enough data to segment this prospect intelligently.
*Once the prospect is in a well-defined segment,you can craft target messaging to this segment that will feel personal to the prospect, enhancing your interactive relationship and further warming the prospect toward sales-readiness.
Each sucessive form asks for very little information, but increases your knowledge of the prospect’s demographic information over time. You’re also collecting behavioral data by noting which pieces of content the prospect is