By David Holland

December 1, 2016


Ways to Segment Leads for Automation

Lead segmentation plays a vital role to your automation; helping you deliver the right message to the right people. It's basically all about sorting leads according to their the same group so you can create campaigns for better targeting. And, of course, better targeting means higher conversion.

Here are some effective ways to segment your leads.

  1. Lead scoring. Score leads according to their engagement, activities and behaviour. Group people who are likely to be good prospect for selling and group those who need more nurturing. Doing this lets you tailor content that fit to them.

  2. Demographic segmentation. Sort out your list based on geography, age, gender, job and industry. It’s basically like profiling them to know the basics about them.

  3. Buying habits segmentation. Who among these people buy the cheapest or priciest product? Who are likely to buy the a new offer? Who ignores? This segmentation strategy makes it easier to see what they are looking for, how they select or buy a product. Basically you'll get a picture of what affects their buying decision

  4. Psychographic segmentation. Do psychographic segmentation or persona segmentation to define their way of thinking. It is a way of getting valuable insights as to what affects people's behavior and what motivates them to buy. By understanding these data, you'll learn how to create targeted messages with voices that match to their need. Rather than creating hype-y sales pitches, you are actually giving them messages that resonate to their need.

Segmentation helps increase email engagement, open rates, click-through rates and better loyalty. Use dynamic progressive profiling to see differences. Measure regularly and evolve strategies as needed. Keep your segmentation as simple as possible.

Segmentation is a way to well-define customers needs and understand better of their pains so that your offer the right solution.

If you are just beginning, better start with two segments to avoid complicated profiling. Overtime, as you progress you can create a more complex segmentation strategy. Collect progressive data and continue to refine them through metrics. As you begin to understand data from this, you are able to see patterns and get to adjust your campaigns.

Continue to refine your segmentation strategy until you completely understand the nuisances in your market, eliminate useless leads and marketing approach. Effective segmentation lets you know which product is most profitable according to consumers' respective profiles. It also allow you to discover how people actually react to your offers and what motivates them.

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About the author

Nice bloke with practical ideas. Former Procter & Gamble, Kraft and IBM sales and marketing executive. Became a business owner 20 years ago. Started multiple businesses including EXELA which is the most successful Keap® & Infusionsoft™ reseller in the EMEA region.

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