To Segment or NOT to Segment… It’s NOT even a debate!
This blog post first appeared on the LinkedIn Pulse and is authored by Brandon Contreras, Manager of Global Channel Development at Act-On Software, Inc.
Marketers... you must, repeat, must be segmenting your audience at all times. That very well could be the end of this post. Drops mic, walks off the stage, crickets and tumbleweeds. You know this, right? Insert idiomatic expressions: I’m preaching to the choir, pushing an open door, etc. Do we have statistical backing? According to The Direct Marketing Association National Client Email Report The number of marketers that do not segment at all is down to 3%, with a steady increase in marketers that apply segmentation over the last three years. Ah, yes we do! Marketers understand that delivering the right message to the right person at the right time requires them to know their audience and further, divide them in specific groups or buckets allowing for increased specificity and relevance in messaging.
So why spend any airtime on the subject? Hmpf, because there’s still that grouping of organization that’s not on board. Again, these tend to be more so SMB and Mid-Market orgs. So then earmuffs (or eyemuffs) for the rest of you. For the SMB and Mid-Market that have yet to reap the rewards, we have the following:
- 96% of B2B marketers say segmentation is the most valuable method for improving conversion rates.(Econsultancy, Conversion Rate Optimization Report)
- 87% of top-performing marketers say targeting campaigns to audience segments and individual consumers is the largest value driver, with 78% listing segmentation as the #1 marketing-automation capability they can’t live without.(Gleanster, 5 Marketing Automation Capabilities Top Performers Can’t Live Without)
- 74% of marketers say targeted personalization increases customer engagement.(Econsultancy, The Realities of Online Personalisation)
Check out these what these peeps say on Twitter…
A Nice Soft Nudge in the Right Direction
Maybe you don’t know where to start? The DMA surveyed organizations and surfaced some popular contact segments with Life Stages/Customer Needs (42%), Subscriber Preferences (37%), and Consumer Behavior (36%) among others, leading the pack. Are you able to segment your audience accordingly? If not, could you?
Okay… I’ll stop!
In the quick and painless vid snippet below I show off how easy it is to create tightly targeted list segments containing Profile Attributes (Title, department, etc.), Behavioral Attributes (Pages visited, Webinar attended, etc.), with Specified Time Frame (1 day, 7 days, etc.) and... If I can do it... well, you know!