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iMedia Connection – A Key to Better B2B Marketing Campaigns: Segmentation

iMedia Connection – A Key to Better B2B Marketing Campaigns: Segmentation

iMedia Connection - A Key to Better B2B Marketing Campaigns: Segmentation

By: iMedia Connection

Segmentation is the buzzword du jour, and, the buzz is justified.  Studies show that  untargeted email programs increase costs by as much as 3.6 times the cost of targeted programs, according to the Relevancy Group publication‘Realizing the Value of Email Marketing’ (2010) and this is what the hoopla is all about.

Knowing where to start can be daunting, and for B2B marketers, the data needed for segmentation may not always be there (or can get quite complex). Here are four ways to consider segmenting, and for an interactive workbook download, click here: http://netprospex.web11.hubspot.com/segmentation-workbook/

For those leaving the terminal headed toward Segmentationville, I offer the below questions to ask yourself before you embark:

Is there an opportunity to speak to your customers and prospects differently?  In your world, do you try to upsell or cross sell customers additional services?  Or, have you added new functionality to your product that they customers should be made aware of?

Who buys from you?  And, what are the patterns in what/how much they buy? Do companies in certain industries or of certain sizes tend to spend more or buy different things?  To do this you will need billing data.  Keep in mind that the billing contact is the person the bill goes to, not who said yes to the contract.  You’ll need to marry these two data sources to maximize your learning about buyers and spend.

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  • Profile:  Jeff Ginsberg has 17+ years’ experience and is an industry known authority on email marketing who gets in the trenches with clients and helps them fulfill their marketing objectives, increase revenue and brand engagement. Clients rely on him and his team at The eMail Company to provide them with expertise from strategy to technology and from campaign management to channel integration. Jeff has worked with clients across all spectrums in the financial, automotive, retail and consumer packaged goods space. His experience covers both B2B and B2C markets. He has a strong background in educating and training agencies and clients about email best practices and is a wealth of knowledge when it comes to marketing tools and vendor selection. While Jeff’s team may be small, they know how to solve BIG email marketing problems. Looking for help with your next campaign? Don’t be afraid to give him a call – Jeff and his team ready to help you today. Give me a call: Toll Free: 877-We-eMail (877-933-6245) Local: 416-225-7711 eMail: jeff@theemailcompany.com
  • Website:  http://www.theemailguide.com
  • Twitter:   http://www.twitter.com/theemailguide
  • LinkedIn:   http://ca.linkedin.com/in/chiefemailofficer
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