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#INBOUND13
Harnessing the Power of Segmentation for Marketing Results
Ellie Mirman Inbound Marketing Funnel Manager, HubSpot
• Sales account executive early in his career – 4 years on the job • Competitive, loves aggressive goals others think he can’t hit • Eager to learn new things and experiment with new strategies • Primary goal is to (over-)achieve his quarterly quota by bringing in
new business
Personas
Sam the Sales Guy
Cindy the CEO
• Started her career in sales over a decade ago and worked her way up through the management track
• Stayed in the industry but started her own venture and has grown it to 15-25 people
• Primary goal is to keep the business growing and keeping customers satisfied
• Role = Sales • Level = Individual Contributor • Primary Goal = New Business • Viewed Content On = prospecting best practices
Identifying Personas with Data
Sam the Sales Guy
Cindy the CEO
• Role = CEO • Level = C-Level • Company Size = 10-50 employees • Viewed Content On = scaling a sales organization
• Offer: Pre-made email templates • Nurturing Series: Tips on connecting with prospects • Call to action: Try free tools for sales reps • Sales focus: Quick wins to help you do your job easier
Aligning Content with Personas
Sam the Sales Guy
Cindy the CEO
• Offer: How to Align Sales & Marketing ebook • Nurturing Series: New data on sales efficiency • Call to action: Free benchmark analysis • Sales focus: Making your team more efficient
Customer Opportunity SQL MQL Lead Subscriber
How to Define Your Stages
Opted-in to receive communica-tions from you
Bare minimum info/action to send info to sales rep
Quality lead as agreed by sales and marketing, fits best demographic or behavior
Sales has followed up and confirmed to be a quality lead
Potential sale being managed by sales rep
Someone paying for your products or services
Customer Opportunity SQL MQL Lead Subscriber
How to Define Your Stages – Example
Email address only
Phone, email, name, company, role info collected and sent to CRM
Requested a demo, started a trial, downloaded 3+ offers
Sales rep has followed up
Had at least an initial call with a sales rep – assessment and/or demo
Paying customer using software
Customer Opportunity SQL MQL Lead Subscriber
Aligning Content with Lifecycle
Weekly email with top new content
Phone call to set initial sales call, nurturing to educate
Schedule demo or trial review (sales call)
Nurturing to share product info
Nurturing to share customer success
Notices of new product features and training
Identifying Level of Engagement with Data • Visited the website once • Has not clicked on the last 10 emails Unengaged
Normal
Evangelist
• Visited the website at least twice • Downloaded one or more offers • Clicked on at least one email
• Visited the website 5+ times • Downloaded 5+ offers • Overall click through rate >50%
Aligning Content with Level of Engagement • Visited the website once • Has not clicked on the last 10 emails Unengaged
Normal
Evangelist
• Visited the website at least twice • Downloaded one or more offers • Clicked on at least one email
• Visited the website 5+ times • Downloaded 5+ offers • Overall click through rate >50%
Download most popular offers
Take next step
Share favorite content
Took a Particular Action or Showed Interest • Visited the landing page to request a demo • Did not request a demo Potential MQL
Social Media
Blogging
• Downloaded any ebook related to social media • Has a Twitter or Facebook account
• Has a blog • Downloaded any ebook related to content creation
Aligning Content with Action or Interest • Visited the landing page to request a demo • Did not request a demo Potential MQL
Social Media
Blogging
• Downloaded any ebook related to social media • Has a Twitter or Facebook account
• Has a blog • Downloaded any ebook related to
content creation
On-demand demo video, offer to call
Offers for social media managers
Offers for content creators
Identifying Device or Browser with Data • Visited website from iPhone • Viewed email from iPhone iPhone
Mac Chrome
PC Firefox
• Visited website from Mac using Chrome
• Visited website from PC using Chrome
Aligning Content with Device or Browser • Visited website from iPhone • Viewed email from iPhone iPhone
Mac Chrome
PC Firefox
• Visited website from Mac using Chrome
• Visited website from PC using Chrome
Optimized for all devices & browsers
Optimized for all devices & browsers
Optimized for all devices & browsers
Marketers
CEOs
Sales
Subscriber | Lead | MQL | Opportunity | Customer
Marketing efforts focused on each
quadrant
Marketers
CEOs
Sales
Subscriber | Lead | MQL | Opportunity | Customer
Marketing efforts focused on each
quadrant
+ some segmentation based on specific trigger behaviors
" Demographic data – who they are and where they come from
" Behavioral data – what they do on your website, social media, email marketing
" Access data – how they consume your content
" Engagement data – who they talked to, when, and how often
The Data You Need
From your existing tools:
" HubSpot
" CRM
From self-identification:
" Landing Page Forms
" Surveys
How to Get the Data
From employees:
" Sales reps
" Services/support reps
From custom sources:
" HubSpot custom events (Enterprise)
" Outside data sources via API
" Take messy data and consolidate it into segments
Ex: conversion event = social media ebook, twitter ebook, facebook ebook
à topic of conversion event = social media
" Make it easy to fill in missing data
Ex: all “goal” questions clustered together
" Gain insight into size of segments
Ex: how many leads have <10 employees vs. more than 1,000?
" Measure results by segment
Ex: which segment drives more leads – VAR or Enterprise?
Organize the Data
Start with concrete data over interpretative data – Concrete data = black and white facts (demographic data, products purchased) – Interpretative data = judgments based on behavior or other indirect data (interested
in social media, primary goal/challenge) Create up to 4 segments
– Consider how many distinct personas you have, how different the lifecycle stages are, if you have key behaviors that distinguish parts of your database, and how large each segment will be
– Ex: Sam Lead, Sam SQL, Cindy Lead, Cindy SQL – Exclude one segment from another if necessary
Choose an Initial Strategy
Apply to quick, stand-alone efforts before big investment
In other words:
Email before workflows
CTAs before full website
Start to Apply
Measure Each Segment: Click Through Rate
TIP: Use Campaigns to easily group marketing campaigns by segment
" Understand engagement of each segment separately
" Test more content and apply learnings to other segments
" Identify less productive segments for a/b testing
" Identify most engaged segments for sharing /growing reach
Why Measure Each Segment
Measure Your Strategy
0
100
200
300
400
500
600
January February March April Mary June
Leads Generated by Segment
No Segmenta?on Segment Sam Segment Cindy
Measure Your Strategy
0%
1%
2%
3%
4%
5%
6%
7%
8%
9%
January February March April Mary June
Lead to Customer % by Segment
Overall L-‐C % Sam L-‐C % Cindy L-‐C %
Measure Your Strategy
0%
2%
4%
6%
8%
10%
12%
14%
Previous Workflow CTR Sam Workflow CTR Cindy Workflow CTR
Clickthrough Rate by Workflow
Email 1 Email 2 Email 3 Average
If you’re focused on
amplifying a single
message, don’t segment.
If you have little data,
content, or people, don’t
segment.
If you’re focused on
sending personalized,
relevant messages to
individuals in order to hit
your goals here’s what to
do:
3. Measure the results of
each segment and your
whole strategy, to see if
your plan is helping you
achieve your goals.