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.
Want to check out the who’s who and what’s what of email marketing?
Read The Buzz.
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