Segmentation is a filter that selects those leads from your base that contain specific information, thereby creating a dynamic list. With this, you can create and execute targeted Marketing actions, according to your needs.
Why create a segmentation?
Segmentation allows you to separate your potential customers from leads that are not interested in your business.
Segmentation can significantly reduce the time you spend analyzing your Lead Base, thereby increasing productivity and lowering acquisition cost as a result.
Segmentation in Email Campaigns
One of the main ways of communicating with leads is via email. A good list of recipients is one of the most important factors in the success of a campaign. Therefore, always make sure to review your segmentations before emailing them.
Defining personas and creating custom fields to identify them make segmentation easy.
Identifying the funnel stage
You can use different techniques to identify which stage of the funnel these leads are at, such as Lead Scoring and Lead Tracking:
Examples of segmentation using Lead Tracking:
- Leads that have visited the package and pricing pages are probably considering buying your product;
- Leads that have only visited your blog are still probably at the top of the funnel and now may not be the right time to send them product offers. Top-of-the-funnel leads must be nurtured. Lead Scoring can help you identify when a lead is ready to buy.
Examples of segmentation using Lead Scoring:
- People with more senior job titles (CEO, director) may move faster through the funnel, depending on their business. You can create an email campaign for those leads that is more focused on the solution you have and score those who click on links in the email (this scoring can be set up in Lead Interest Scoring);
- Conversion via a bottom-of-the-funnel landing page, such as an e-book about your company's success stories.