Best Practices in List Segmentation

AMA Webcast:

Best Practices for List

Segmentation

Presenter:

Janelle Johnson, Director, Demand Generation, Act-On Software

Moderator:

Alli Libb, American Marketing Association

Sponsored by:

The audio portion of today’s presentation is available via broadcast audio.

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Housekeeping Items

Recording and Slides

Attendees will be provided with a recording of today’s presentation and a

PDF of the slide deck

Twitter

Please reference hash tag: #AMAActOn, when tweeting about this webinar

Today’s Presenter

Janelle JohnsonDirector, Demand Generation

Act-On Software

• 15 years of experience

• Manages email marketing, marketing

programs and content creation

• Specializes in marketing and sales

alignment

@janelle_johnson

@ActOnSoftware

Best Practices in List Segmentation

Presented by:

Janelle Johnson, Act-On Software

@janelle_johnson | #AOWEB

Janelle JohnsonDirector, Demand Gen

@janelle_johnson

@ActOnSoftware

#AOWEB

Agenda

The Basics

Building out Prospect Profile

It’s Dynamic! Segmentation & Content

Getting Started

The Basics

Importance of Segmentation

SEGMENTATION IS THE KEY

to increasing email marketing metrics

and conversion rates for marketing

campaigns – and to improving

prospect engagement

Segmentation Basics

Demographic/Profile

• Title

• Department

• Geography

• Company size

• Industry

Behavioral

• Web pages visited

• Forms submitted

• Emails clicked

• Whitepapers

downloaded

• Webinar

registration &

attendance

Build a Segmentation Strategy

Define the profiles and behaviors that characterize your existing best customers

Build desirable, productive segments by understanding who buys now, and why they buy

Create “personas”– profiles of ideal buyers – and then look for prospects that match the personas

Building Out Prospect Profile

Build out Prospect Information

• Information a prospect gives you, such as via a form

Explicit:

• Gathered by observing the prospect, i.e. what website pages they visit

Implicit

Gathering Explicit Data: Forms

Webinars/Events

Whitepapers

Free trial sign-ups

Videos

Surveys

Demo Requests

Progressive Profiling

• Use a sequence of simple forms to build up profile of a visitor over time

• As you collect more data, programs can become more targeted

Keeping forms short and simple increases

conversion rates

In Action: Progressive Profiling

An anonymous visitor clicks on a whitepaper link on your website

Form asking for just name and email address is shown

Next time this visitor clicks on a different link, a form that asks for company, job title and industry is

displayed

For the 3rd subsequent asset contact requests, form can request phone number, # of employees, etc

It’s Dynamic!

Segmentation & Content

Dynamic Segmentation

• Define dynamic segments by combining profile attributes with observed behaviors

• As people take action, they automatically move into that specific segment

• Set up automated campaigns and actions for these dynamic segments

In Action: Segmentation Rules

Dynamic Content

Drive More Quality Leads for Sales

Build Better Relationships

Increased Relevancy = Increased Revenue

Email:

Targeted

Personal

Effective

In Action: Dynamic Content

Pulling it All Together

In a Nutshell

• Measure marketing interactions with your prospects

• Combine this behavioral data with demographic information to define highly targeted segments

• Automate personalized campaigns to these targeted segments

7 Steps to Getting Started

1. Begin with two or three segments2. Begin with simple campaigns targeted

specifically to those segments3. Collect progressive data and refine4. Measure success at every step; consider using

at least two metrics5. Analyze at regular intervals6. Watch for patterns and adjust 7. Keep evolving

#AOWEB

Sign up for a demo: act-on.com

blog.actonsoftware.com

Can’t Wait?Call our hotline at: 1 (877) 530-1555

Email us: sales@act-on.net

Ready to Learn More?

Questions and Answers

How to Submit Questions

1. Submit questions using the chat box located on the left-hand side of

your screen.

2. Submit questions via Twitter by referencing the hash tag #AMActOn

Additional Questions? Contact our speaker at: @janelle_johnson

General AMA Questions can be sent to: alibb@ama.org

Thank You for your Participation!

Additional Questions? Contact our speaker at: @janelle_johnson

General AMA Questions can be sent to: alibb@ama.org

Recording and slidesA presentation recording and slide deck will be sent to you

Twitter Please reference hash tag: #AMActOn, when tweeting about this webinar

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