Published on February 28, 2014
Harnessing the Power of Segmentation for Marketing Results Ellie Mirman Inbound Marketing Funnel Manager, HubSpot #INBOUND13
ELLIE MIRMAN @ellieeille I have a very healthy love of beets.
I am not here to tell you that segmentation is important.
That would be preaching to the choir.
You know the data…
Relevant emails drive 18x more revenue than broadcast emails. Jupiter Research
You know segmentation is the key to better results…
Relevant emails drive 18x more revenue than broadcast emails. Jupiter Research
So why am I here?
To tell you not to do it. (or when not to)
To tell you you’re doing it wrong. (because most marketers are)
And then, only then, talk about how to do segmentation. Right.
Agenda 1 2 3 When Not to Segment Segmentation Made Sweet & Simple Choosing a Segmentation Strategy
1 When Not to Segment
If your segmentation plan looks like this…
If your segmentation plan looks like this… It’s wrong.
It might seem fancy or complex… or even advanced…
… but it’s just complicated.
… it’s a reason for you not to do something else.
Segmentation is a stalling strategy. @ellieeille #inbound13
Done right, segmentation is great for delivering personalized, relevant messages to individuals.
It’s not great for promoting a big launch, generating buzz, and amplifying a single message.
Segmentation is an amplification strategy. @ellieeille #inbound13
So what if you’re ready to deliver personalized, relevant messages to individuals?
requires lots of…
So what do you do if you only have a little data, a bit of content, a few people?
You do what provides the best experience for the customer…
… has the best return on your effort…
… as defined by your goals.
2 Segmentation Made Sweet & Simple
Identify with Data Step 3 Step 2 Step 1 Choose Segment Align Content
Segmentation by Persona
Personas Cindy the CEO 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 • Sam the Sales Guy • • • • 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 • •
Identifying Personas with Data Sam the Sales Guy Cindy the CEO • • • • Role = Sales Level = Individual Contributor Primary Goal = New Business Viewed Content On = prospecting best practices • • • • Role = CEO Level = C-Level Company Size = 10-50 employees Viewed Content On = scaling a sales organization
Aligning Content with Personas Sam the Sales Guy Cindy the CEO • • • • 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 • • • • 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
Segmentation by Lifecycle
Sales & Marketing Lifecycle Subscriber Lead MQL SQL Opportunity Customer
How to Define Your Stages Subscriber Lead Opted-in to receive communications from you Bare minimum info/action to send info to sales rep MQL Quality lead as agreed by sales and marketing, fits best demographic or behavior SQL Opportunity Customer 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
How to Define Your Stages – Example Subscriber Lead MQL SQL Opportunity 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 Customer Paying customer using software
Aligning Content with Lifecycle Subscriber Lead MQL SQL Opportunity Customer 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
Segmentation by Behavior
Level of Engagement Unengaged Normal Evangelist
Identifying Level of Engagement with Data • • Visited the website once Has not clicked on the last 10 emails Normal • • • Visited the website at least twice Downloaded one or more offers Clicked on at least one email Evangelist • • • Visited the website 5+ times Downloaded 5+ offers Overall click through rate >50% Unengaged
Aligning Content with Level of Engagement • • Visited the website once Has not clicked on the last 10 emails Normal • • • Visited the website at least twice Downloaded one or more offers Clicked on at least one email Take next step Evangelist • • • Visited the website 5+ times Downloaded 5+ offers Overall click through rate >50% Share favorite content Unengaged Download most popular offers
Took a Particular Action or Showed Interest Potential MQL Social Media Blogging
Took a Particular Action or Showed Interest Potential MQL • • Visited the landing page to request a demo Did not request a demo Social Media • • Downloaded any ebook related to social media Has a Twitter or Facebook account Blogging • • Has a blog Downloaded any ebook related to content creation
Aligning Content with Action or Interest Potential MQL • • Visited the landing page to request a demo Did not request a demo On-demand demo video, offer to call Social Media • • Downloaded any ebook related to social media Has a Twitter or Facebook account Offers for social media managers Blogging • • Has a blog Downloaded any ebook related to content creation Offers for content creators
Device or Browser iPhone Mac Chrome PC Firefox
Identifying Device or Browser with Data Visited website from iPhone Viewed email from iPhone • Visited website from Mac using Chrome • iPhone • • Visited website from PC using Chrome Mac Chrome PC Firefox
Aligning Content with Device or Browser Visited website from iPhone Viewed email from iPhone Optimized for all devices & browsers • Visited website from Mac using Chrome Optimized for all devices & browsers • iPhone • • Visited website from PC using Chrome Optimized for all devices & browsers Mac Chrome PC Firefox
A peek behind the HubSpot curtain
Marketers CEOs Sales Start with segmentation by persona
Subscriber | Lead | MQL | Opportunity | Customer Marketers Layer in lifecycle stage CEOs Sales
Subscriber | Lead | MQL | Opportunity | Customer Marketers CEOs Sales Marketing efforts focused on each quadrant
Subscriber | Lead | MQL | Opportunity | Customer Marketers CEOs Marketing efforts focused on each quadrant Sales + some segmentation based on specific trigger behaviors
The Data You Need " 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
How to Get the Data From your existing tools: From employees: " " " " HubSpot CRM Sales reps Services/support reps From self-identification: From custom sources: " " " " Landing Page Forms Surveys HubSpot custom events (Enterprise) Outside data sources via API
Organize the Data " 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?
3 Choosing a Segmentation Strategy
Choose an Initial Strategy 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
Start to Apply Apply to quick, stand-alone efforts before big investment In other words: Email before workflows CTAs before full website
Measure Each Segment: Click Through Rate TIP: Use Campaigns to easily group marketing campaigns by segment
Measure Each Segment: New Leads TIP: Use Tracking URLs to group traffic by segment
Measure Each Segment: Conversion Rates TIP: Track each sales cycle milestone in your CRM
Why Measure Each 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
Measure Your Strategy Leads Generated by Segment 600 500 400 300 200 100 0 January February March No Segmenta?on April Segment Sam Segment Cindy Mary June
Measure Your Strategy Lead to Customer % by Segment 9% 8% 7% 6% 5% 4% 3% 2% 1% 0% January February March Overall L-‐C % April Sam L-‐C % Mary Cindy L-‐C % June
Measure Your Strategy Clickthrough Rate by Workflow 14% 12% 10% 8% 6% 4% 2% 0% Previous Workﬂow CTR Sam Workﬂow CTR Email 1 Email 2 Email 3 Cindy Workﬂow CTR Average
Learn, Iterate, Experiment
What Now? #INBOUND13
Segmentation can be a powerful strategy…
… as long as it’s not all you do.
Keep an eye on your goals and your customer.
Your To Do List
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THANK YOU Harnessing the Power of Segmentation for Marketing Results Ellie Mirman @ellieeille #INBOUND13