Lead segmentation must be an integral part of your marketing strategy if you’re going to convert leads into pay customers.
Your line of business doesn’t matter – lead segmentation is always an essential part of sales.
Your target market or audience will be a diverse group of people with different needs.
These different needs will impact how consumers move along the buying process and impact if they make a purchase.
You must segment your leads to ensure you address their individual needs at each various stage of the sales journey.
It’ll require you to do so both initially and throughout the relationship-building process.
Continue reading to learn what lead segmentation is and how it can help you succeed.
What Is Lead Segmentation?
Lead segmentation involves the process in which you can determine how your company can segment its prospects and customers or cluster them into groups of leads based on various parameters and insights.
You can improve your marketing by breaking your collection of leads into smaller lists based on their actions and interests.
For instance, you may want to create one email list for consumers who have been to your homepage only and another list for those who have visited specific product or services pages.
Your goal is to use your messaging to connect with them on a deeper level and get them to come back and not only revisit your website but engage even further.
The objective behind inbound marketing is to create and distribute relevant and valuable content that the customers want.
On the other hand, outbound marketing includes traditional approaches, such as email outreach, cold calling, radio and television ads, trade shows, and telemarketing.
Big Data creates the opportunity for more individualized, accurate personas, better-targeted ads.
Using lead segmentation, consumers see things they are interested in and stop seeing ads as annoying and more as a convenience.
What Are The Problems With Email Automation?
Several problems come along with using email automation. For example, data is often siloed and, in turn, not shared among other programs.
It may be that you’re reaching the wrong person through the wrong channel at the wrong time, which can be problematic.
Consumers are also quick to notice when a brand or company’s message isn’t’ personalized, and they may be more inclined to ignore or delete it.
Furthermore, CRM actions taken aren’t captured by email software.
Therefore, you don’t know what changes or modifications are occurring and how to switch up your messaging based on this information.
A handoff occurs in the funnel, but the handoff doesn’t genuinely exist, and the result is that customers see a continuum. Personalization features end up failing to personalize.
What Is A Funnel?
You also need to create segmented lists for each stage of your sales funnel. You may be wondering what a funnel is and how to get started.
An email funnel refers to how your customer moves through a sales pitch.
Business owners often craft this to sell a product or service through educational content and persuasive selling.
A Marketing Funnel is a tool/visualization that marketers utilize to understand the process of interaction with their audience.
The goal is that after you’ve generated a new lead, you want to target it with messaging designed to move it on to the next stage of the buying process. You continue the process until the purchase is complete.
The sales funnel can take prospects, leads, conversions from slightly interested, qualified, and add a revenue/LTV value to their unique ID.
A Sales Qualified Lead involves a prospective customer who has been qualified and deemed ready for your company’s sales team to get in contact and close a sale.
Your sales team can answer specific questions and provide one-on-one time.
Lead scoring is a methodology used to rank prospects against a scale representing the perceived value each lead represents to the organization.
The final score will tell you which leads a receiving function will engage in priority order. Lead scoring should be cumulative, not for each step, and should involve a time element.
There are two ideal ways to capture leads for your email marketing funnels, and they include opt-in forms and landing pages. The good news is that you can use email funnels to create lifetime customers.
Start by building trust with your customers and offering educational-based emails instead of jumping right into the sale.
Three best practices include:
- Don’t go radio silent
- Read and answer newsletter replies
- Create an automated email sequence of the old content
As you’re building loyalty with your email subscribers, it’s also wise to create tiered offerings to hit subscribers on every level. The base principles still apply, but everything involved is just getting bigger and more complex.
The Most Integrations Wins
The best systems to use are collecting the most valuable data and not just within their metrics but also for future use.
Now that you know what lead scoring is, you may be curious to know the best data sources. Below is a list you can use to help you succeed in this area:
- On-page analytics (Google Analytics)
- Ad analytics (Google Adwords, Facebook, etc.)
- User testing data
- Email analytics data
- CRM data (sales, marketing engagements)
- Support system data (tickets, chatbots, customer service calls, or conversations)
- Device or app telemetry (browser errors, loading times, etc.)
You need specific tools to segment your leads, such as a CRM platform, email marketing tools, and high-converting web forms.
There’s no need to use all means at your disposal or choose only one platform but to use the right ones for your business.
How Integration Works
There are plenty of email marketing platforms out there, but you’ll want to make sure you choose one that integrates with your CRM.
For example, software such as Outfunnel can connect the email or beginning stages of lead segmentation to marketing, sales, and support teams.
You must also take time to consider and think about using bi-directional integration.
Bi-directional integration benefits from taking data from the bottom of the funnel to the top. Actions taken in the CRM can be influenced by email, sales, marketing, and support, allowing your CRM actions to be much more personalized and effective than just top-down.
Why Working Together Is Better For The Industry
The truth is that working together is better for the industry in the long run and will be beneficial for all.
Each company can carve out a niche in the sales funnel, but no company or tool owns the client from start to finish.
When different parts and pieces are moving and working together in the right ways, it’s a group effort to deliver the results each business desires.
Ideally, it’s best to establish interoperability as the norm.
Companies and businesses in every industry benefit from more competition and better SaaS tools that become available.
It’s all about constant learning and constant adapting to succeed with lead segmentation.
It makes sense to segment your customers and get to know them on a more personal level. Customer retention costs a lot less than it does to acquire brand new customers from scratch.
You must be able to get the most value out of every customer if you’re going to maintain a stable and profitable business.
Customers these days expect you to know what they want and to meet their needs. You must be able to offer value to them and keep them engaged in what you’re selling.
Implementing all of the lead segmentation strategies and tools here and then managing them manually is pretty much impossible.
If there’s one action you take, it should be to automate the process of moving leads from one list to another as their actions indicate their purchase intent changes along the buying process.
Whatever you do, make sure you send relevant messages to your leads and create a more personalized experience every step of the way.
Use this guide to help you segment your way to sales success.
You’ll not only be able to increase the quality of your sales leads but also be more equipped and prepared to hit them with the right messaging from the initial interaction and beyond.