Personalization is the key to reaching customers today.
Individualized approaches that meet the demands of individuals are best practice when it comes to engaging with customers or potential customers.
In order to understand the customer, and their needs, among other key attributes, you must learn to segment your potential customers into groups and lists within your marketing automation system so you can tailor your messaging.
You may have read Ledgeview’s blog post, “3 Ways to Segment Your Lead Database,” and we now offer you two more proactive ways to do so with this blog post.
Here’s to looking at the bigger picture with Segmenting Your Lead Database:
- Segment By Sales Stage
A lead will most likely move through several sales stages before converting to a customer.
Depending on what stage the lead is in, the information they are looking for or the problem they are trying to solve is potentially different at each sales stage.
Segmenting by where your leads are in your sales stage can help you provide relevant information to your leads to help with conversion.
How do I know what stage of the sales stage my leads are in?
Asking questions about purchasing intent is one way. Watching the leads web browsing on your site is another.
How engaged are they with the emails that you have sent? If you are using a CRM system, you can query based on the sales stages defined in your system.
All of this information and more can help you to bucket your leads into sales stage segments.
With the use of dynamic lists, your leads can flow in and out of these stages based on their activity levels.
- Segment By Lead Score
If you are using a Marketing Automation System, most have the ability to score both behavioral as well as attribute type criteria.
For example, when a high priority page on your website is visited you may want to assign 10 points for that visitor, and when the Contact Us form is submitted you may assign a value of 30.
You may also assign point values based on attributes such as job title or the location of the lead.
Once these scoring values are created, you can then establish specific “buckets” for each of the scoring levels.
For example, you may have a marketing list for those with a score less than 25, one for 25-50 points and another for 50+.
When creating lead nurturing campaigns, you can use the scoring values as potential indicators of the sales stage or interest level and then tailor your messaging accordingly.
Lead scoring is a great way to take multiple lead attributes and combine them to create scoring levels.
Remember, these are just a few segmentation tactics, but there are others that may make sense for your business too.
Once you have your leads segmented you can then:
- Create workflows in your Marketing Automation tool to nurture leads
- Create content that caters to the different segments defined. Include that content on your website, in your email marketing, and in your blogs
- Create calls to action that are targeted to your segments
- And much more targeted marketing strategies
Finally, monitor engagement and conversion rates for your segments and reassess your strategies based on your results.
Do you want to know more about Segmenting Lead Databases? Watch our on-demand webinar, “5 Strategies to Better Segment Your Lead Database,” here anytime!