Best Practices in List Segmentation
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Transcript of Best Practices in List Segmentation
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AMA Webcast:
Best Practices for List
Segmentation
Presenter:
Janelle Johnson, Director, Demand Generation, Act-On Software
Moderator:
Alli Libb, American Marketing Association
Sponsored by:
The audio portion of today’s presentation is available via broadcast audio.
You can also dial in to hear audio:
Participants (US & Canada, Toll Free): 800.945.9434
International Participants: +1 212.231.2908
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Going Mobile: Integrating Strategy and Design for Success
August 14, 2012A Half Day Online Forum
Learn more at marketingpower.com/MOBILEVX
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Housekeeping Items
Recording and Slides
Attendees will be provided with a recording of today’s presentation and a
PDF of the slide deck
Please reference hash tag: #AMAActOn, when tweeting about this webinar
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Today’s Presenter
Janelle JohnsonDirector, Demand Generation
Act-On Software
• 15 years of experience
• Manages email marketing, marketing
programs and content creation
• Specializes in marketing and sales
alignment
@janelle_johnson
@ActOnSoftware
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Best Practices in List Segmentation
Presented by:
Janelle Johnson, Act-On Software
@janelle_johnson | #AOWEB
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Janelle JohnsonDirector, Demand Gen
@janelle_johnson
@ActOnSoftware
#AOWEB
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Agenda
The Basics
Building out Prospect Profile
It’s Dynamic! Segmentation & Content
Getting Started
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The Basics
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Importance of Segmentation
SEGMENTATION IS THE KEY
to increasing email marketing metrics
and conversion rates for marketing
campaigns – and to improving
prospect engagement
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Segmentation Basics
Demographic/Profile
• Title
• Department
• Geography
• Company size
• Industry
Behavioral
• Web pages visited
• Forms submitted
• Emails clicked
• Whitepapers
downloaded
• Webinar
registration &
attendance
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Build a Segmentation Strategy
Define the profiles and behaviors that characterize your existing best customers
Build desirable, productive segments by understanding who buys now, and why they buy
Create “personas”– profiles of ideal buyers – and then look for prospects that match the personas
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Building Out Prospect Profile
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Build out Prospect Information
• Information a prospect gives you, such as via a form
Explicit:
• Gathered by observing the prospect, i.e. what website pages they visit
Implicit
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Gathering Explicit Data: Forms
Webinars/Events
Whitepapers
Free trial sign-ups
Videos
Surveys
Demo Requests
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Progressive Profiling
• Use a sequence of simple forms to build up profile of a visitor over time
• As you collect more data, programs can become more targeted
Keeping forms short and simple increases
conversion rates
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In Action: Progressive Profiling
An anonymous visitor clicks on a whitepaper link on your website
Form asking for just name and email address is shown
Next time this visitor clicks on a different link, a form that asks for company, job title and industry is
displayed
For the 3rd subsequent asset contact requests, form can request phone number, # of employees, etc
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It’s Dynamic!
Segmentation & Content
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Dynamic Segmentation
• Define dynamic segments by combining profile attributes with observed behaviors
• As people take action, they automatically move into that specific segment
• Set up automated campaigns and actions for these dynamic segments
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In Action: Segmentation Rules
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Dynamic Content
Drive More Quality Leads for Sales
Build Better Relationships
Increased Relevancy = Increased Revenue
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Email:
Targeted
Personal
Effective
In Action: Dynamic Content
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Pulling it All Together
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In a Nutshell
• Measure marketing interactions with your prospects
• Combine this behavioral data with demographic information to define highly targeted segments
• Automate personalized campaigns to these targeted segments
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7 Steps to Getting Started
1. Begin with two or three segments2. Begin with simple campaigns targeted
specifically to those segments3. Collect progressive data and refine4. Measure success at every step; consider using
at least two metrics5. Analyze at regular intervals6. Watch for patterns and adjust 7. Keep evolving
#AOWEB
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Sign up for a demo: act-on.com
blog.actonsoftware.com
Can’t Wait?Call our hotline at: 1 (877) 530-1555
Email us: [email protected]
Ready to Learn More?
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Questions and Answers
How to Submit Questions
1. Submit questions using the chat box located on the left-hand side of
your screen.
2. Submit questions via Twitter by referencing the hash tag #AMActOn
Additional Questions? Contact our speaker at: @janelle_johnson
General AMA Questions can be sent to: [email protected]
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Thank You for your Participation!
Additional Questions? Contact our speaker at: @janelle_johnson
General AMA Questions can be sent to: [email protected]
Recording and slidesA presentation recording and slide deck will be sent to you
Twitter Please reference hash tag: #AMActOn, when tweeting about this webinar
Today’s Presentation was brought to you by the ReadyTalk Web Conferencing Platform. If you are interested in
learning more about ReadyTalk and their services, please visit www.ReadyTalk.com/AMA