It is no longer acceptable for the marketing department to be responsible for the sales funnel. The marketing continues to pass along just any lead or contact.
Due to increased marketing automatisation, what was once the funnel stages for sales is now just a shared responsibility, as sales want the leads to be referred to as “as hot as lava”.
For many businesses, the advanced segmentation remains elusive, which is one of the main findings of the email marketing census this year. Considering that only one-third of the senders are doing advanced segmentation, unlike the 78% that are doing basic segmentation.
As effective marketing and sales tactics, we can say that it is lead scoring, by dividing contacts into groups based on the score.
Let’s take a look at five tips, that will help you use segmentation and customer data to identify your next step:
1. Funnel Stage identification
Newsletter registration is a great time to ask leads where they are your customers in the buying process and will help you understand better how far down they are on the sales funnel and customer journey. This will also improve the way you use your content.
It is a method that will also help any company to become intentional about their messaging for a higher value. When the lead is considered “hot” or “high value”, taking under consideration to manually write follow-up emails is a good idea. Add some personal touch that is suitable, and this guarantees that your email will make a difference.
2. Setting up a segmentation model
The strategy is the key objective here. Segmentation benefits are not that significant if you do it without any strategy. Thinking about which segments are the most valuable when you are aiming for re-activating customers is essential.
First off you need to determinate what you want to achieve and start working backwards from the desired result. You need to get the segments and timing right, by carefully monitoring which are “save-able” and “lost and good riddance”.
3. Understanding data
Just one piece of information can contain data about your client’s lifestyle, opinions, and interests. In order to understand that better, here is an example: You can’t assume that a 59-year-old, research and development engineer will be interested in a junior customer position.
You can extract more information from the data you have than you can imagine. Information like address, income level, climate & weather, life stage and more you can find out what in particular that this specific customer could be interested in.
4. Self-report data
Customers preferences are often towards the more elite and proven brands, that they like but won’t buy, but when the time comes they will buy the product from the more affordable brand.
People are simply perceiving themselves as a better version of them. It is called the “above average effect”. Basically people will tell you one thing, and then go do another.
So your better option is to ask a customer for his past purchases instead of his current preferences.
5. Multiple touchpoints audience identification
Let's be clear, there is no such a thing as “360-degree customer view”, it can be almost 180 degrees, because you can see only that the customer is letting you to.
In order to get the biggest possible view, you will need a piece from multiple customer behaviours. Different items can be all bought together providing you with touchpoints to start with.
Retargeting is often very effective, as this system is storing profiles behaviours anonymously and later combining them together.
Data Segmentation and Marketing Go Hand in Hand
It is difficult but not impossible to generate the content and behavior information and provide your offers at the right time.
Identifying the funnel stage, and providing the customer with the bigger picture, accordingly to their desires, is your way to prosper in marketing and sales.