Manage Lead Segmentation with Marketing Automation
If you are using a marketing automation tool, and not taking advantage of its lead segmentation module, then you are missing a vital piece. If you aren’t using marketing automation system, then you might want to write this down. Lead segmentation will make your life way easier than it is now.
Consider this, with the changing landscape of consumerism, would you want to send generic content to all your self-aware, well-informed leads? It may just backfire on your face.
However, if you sort your leads according to their likes and dislikes keeping their tastes and preferences in mind, you will be able to close more deals. That is only possible if you start using lead segmentation with marketing automation.
Importance of Lead Segmentation
Here’s why you should use lead segmentation with marketing automation:
- It Improves the Effectiveness of your Campaigns: Lead segmentation helps you channelize your marketing efforts. Once leads have been generated, you segment each and every one of them depending on the details they provided. This will help you prioritize on the leads that might be actually interested in becoming your customers.
You will be able to save valuable time and turn your campaigns into effective deal closing machines.
- You can Turn Yourself into a Better Brand: When you segment your leads, you get access to crucial customer information and important data pertaining to their browsing habits and purchase decisions. This will help you understand your customers better and become a better brand. This will not only improve your image but it will also make your brand more appealable to your leads.
You can improve your value proposition as a brand so that leads do not wander off to competitors for better offers.
- Improves Targeting:Lead segmentation helps you divide your leads into segments. This means that target-based campaigns and advertisements perform much better thanks to segmentation. It also wastes lesser time and energy and puts relevance above anything else.
How to Segment Leads?
#1: Create Prospect Lists
Businesses should regularly weed out their contact lists if they want to optimize their utilization of resources.
With a marketing automation tool, you can use your lead segmentation module to create lists of prospects with the highest lead scores. This will help keep in touch with the right prospects and qualify them to turn them into paying customers.
You can use lead segmentation both before an event to send out invites and after the event to retain information in case of another event. This will help you identify a segment who is interested in your brand and wants to attend your webinars as well. You can utilize this list to send across any post-event information.
Your leads are probably interested to know more about you and your products. Chances are most of them are interested to know about one product. You can segment them depending on their activities, like demo requests, product page visits, pricing page visits, purchases etc. You can place them on separate lists to send them relevant communication when needed.
If your organization has partners or resellers, then you can put them in a separate list using segmentation. You can prepare special content that will be relevant only to your partners, that you can send them periodically. This will help you nurture meaningful relationships with your partners.
#5: Lost Opportunities
Lead segmentation can be used to regain lost leads or cold leads. At times some leads fall off the radar and it becomes difficult, to win them back. For these leads, you can create a separate list by segmenting them. This will help you rekindle these connections and provide you with another opportunity to figure out whether these leads are actually interested in your brand and products.
#6: Specific Lists
With lead segmentation you can create granular lists that are extremely specific in nature. These can be lists of people who have requested a demo of one of your products, or people who have crossed a certain lead score but are hesitating to buy, or perhaps they are decision makers of a company.
#7: Contact Details
This is perhaps one of the simplest methods of segmenting leads. Use contact details entered by visitors to segment them according to country, job, interests, etc. This will help you put them in list relevant to their details.
#8: Company Information
We were talking about how demographics will help in segmenting customers. Well, while that works for B2C companies, B2B companies can use firmographic segmentation like size of business, annual revenue, location, number of employees, industry, etc. to segment better. But you need to keep in mind that company details too are limiting in nature like demographics.
For example, just because a company crosses a $10 million revenue mark does not mean that they need a cloud service provider. However, it provides a basic way to segment and distribute leads internally with Sales team. For example, you may want to send enterprise leads to the best Sales reps and generic leads to be distributed among the rest. This is possible when your do lead segmentation based on company details.
#9: Purchase History
Purchase history reveals a lot of details about a customer. It reveals what they like, and what they might require in the future. This gives you an opportunity to upsell and cross-sell better to your customers.
#10: Lead Score
Lead scoring modules often reveal which leads are performing better. These can be marked as high-priority leads that your Sales team can follow up and qualify. Lead scoring is the best way to figure out a lead’s position in the sales funnel, and hence it becomes easier to understand what they want at that point of time.
Lead segmentation is indeed a great way to market better. If you are using marketing automation and not taking advantage of this, you are losing out on something really great.