Successful marketing campaigns incorporate strategic segmentation lists. Are you segmenting your data within HubSpot to increase ROI? If not, you need to be.

Customers vs Prospects

Segmenting those who have made previous purchases is a great way to send targeted messages. Based on a customer’s purchase history you can deduce what other products or services they would likely be interested in. You can also track the lifecycle of that original product and send information around the time they should consider purchasing an upgrade or buying a replacement.

The information that you communicate with a customer vs. a prospect is also different. While customers may already know and love your product or service offerings, prospects will need to be educated on them while simultaneously working to grow their trust with you and your brand.

Location

Depending on your business and your market area, the creation of geographically segmented lists can be extremely effective. If you're marketing to national or international markets, people living in different locations are likely to have different needs or desires. Additionally, cultural characteristics can impact how and when to best communicate your offerings and promotions.

Persona

Your personas represent different buyer types who have different preferences, behaviors and attitudes toward your product. While they may be interested in the same product, the reason for their interest could be very different. Your content must speak to those differences, and hone in on what’s most important to each persona.

Funnel Stage

What stage of the buying process is your prospect in? The information you send to a brand new prospect who only just started their research should be educational and informative (awareness stage). Whereas someone who has demoed your product, had a free consultation, or requested a quote is looking for more detailed information about making a purchase (decision stage).

Cart or Form Abandoners

Someone who leaves their cart is likely in that decision making stage. They intended to purchase your product but something stopped them from doing so. Creating an email campaign reminding them of their abandoned item, or asking them if you can answer any additional questions, can prove beneficial to the bottom line.

Engagement

Track who opens and clicks on all of your emails, visits your website, interacts on social media etc. Show your appreciation to your loyal readers by rewarding them for their ongoing support with a VIP coupon or promotion. These types of targeted campaigns can help to make them feel special foster a trusting relationship.

How do you segment your lists? Have you found that one particular segmentation method stands out in the crowd? We’d love to hear about your experiences. And if you need help building, organizing, or marketing to you newly segmented lists, we can help. The Yetis are waiting to hear from you - call (571) 606-3106 or email anytime!

 

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Use these lead scoring marketing metrics to boost sales, increase ROI, and take your business to the next level.

What’s not to like about that? That’s right, nothing!

We are going to share with you the top 4 B2B lead scoring marketing metrics to define in your lead scoring model. Are these metrics that will help you identify the predictive attributes of those prospects who are most likely to convert?

Demographics

Understanding your audience's demographics such as geography, industry, company size, interests, etc. will allow you to determine what type of content to create to attract the leads as well as how to segment your marketing efforts. When you evaluate your current customers you should begin to see trends as to which demographics are the most valuable. These would receive point values according to their worth.

Behaviors

Monitoring prospect behaviors gives direct insight into the level of sales readiness. Have they visited your site daily for the past week? Are they returning to the same web pages? Are they staying on each page for a significant amount of time? These could all be indicators that your prospect is ready to take the next step. Decide which behaviors are most valuable, rank them in order of importance, and then score them accordingly.

Engagement

How engaged are your prospects? Do they every email that you send? Are they following you on social media? Have they commented on your posts? Are they participating in webinars? The more engaged they are in the information that you are providing, the more likely they are to continue moving further down the funnel. What levels of engagement are most important to your business? Define them, and score them.

Buyer’s Stage

Is a prospect just starting to conduct research on their problem, or are they well-versed and ready to make a decision? Their mindset makes a big difference on their level of readiness. You don’t want to be throwing a sales pitch at someone who is just entering the research phase. Tracking your prospects’ movement through the sales funnel is a key element in identifying whether the lead is ready to head over to the Sales team.

Identifying and defining these 4 B2B lead scoring marketing metrics will help you build an efficient and effective lead scoring model that increases productivity and your bottom line. This is a process that can take time, and you must be prepared to monitor, analyze, and make adjustments along the way. Need help getting started? The Yetis want to talk to you. Email or call us at 571-606-3106 and let’s talk specifics about lead scoring for your business.

Image courtesy of Renjith Krishnan at FreeDigitalPhotos.net

5 Things to do to be smart marketerThe great thing about being a marketing leader is that you’re at the center of everything in the company. Although, sometimes that center is actually the middle of a hurricane caused when everyone asks potentially difficult questions about performance of campaigns and projected revenue.

I’ve found that having this type of information readily available can be difficult at first. At my start-ups, there was no historical data to analyze or any defined processes. Even when working at more established companies, I was dealing with legacy systems in silos, inconsistent approaches for nurturing and lead follow up and metrics that didn’t match new goals. But given the right process and a Venti London Fog, you can create a solid analytics practice for your marketing organization – whatever your situation.

So, where do you start?

Maybe you’ve started a new marketing gig, had a change in management or want to evolve your practices a bit. I’m not smarter than the average bear, but I’m pretty practical so the below list is where I would start. Unfortunately, you won’t instantly have all the answers you need for that hurricane. Stock up on bread and TP in the meantime.

Assess your infrastructure

Create a cheat sheet

Watch your words

Get pumped

Send a picture of your team engaging in any of the above to @FindYourYeti or yeti@measuredresultsmarketing.com and we’ll give you a virtual high-five. If you need help with building buy-in and alignment with your sales, marketing and company leadership around the right technology, processes, definitions, campaigns and analytics, let us know.

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