Upload
openview
View
2.127
Download
0
Embed Size (px)
Citation preview
A STARTUP’S GUIDE TO LEAD SEGMENTATION
Ashley Minogue, Go-To-Market Strategist
Getting started with lead segmentation in one day.
Proprietary and Confidential ©2017 OpenView Investments, LLC. All Rights Reserved 2
WE CAN ALL AGREE...
Proprietary and Confidential ©2017 OpenView Investments, LLC. All Rights Reserved 3
NOT ALL LEADS ARE CREATED
EQUAL.
Proprietary and Confidential ©2017 OpenView Investments, LLC. All Rights Reserved 4
AND THERE ARE MANY WAYS
TO SCORE & SEGMENT LEADS
Proprietary and Confidential ©2017 OpenView Investments, LLC. All Rights Reserved 5
YOU PROBABLY DON’T HAVE
AN ARMY OF DATA SCIENTISTS
(OR EVEN AN ANALYST) TO
HELP OUT.
Proprietary and Confidential ©2017 OpenView Investments, LLC. All Rights Reserved 6
EVEN STILL, A SIMPLE
FRAMEWORK CAN HELP YOU
GET STARTED IN JUST ONE
DAY.
Proprietary and Confidential ©2017 OpenView Investments, LLC. All Rights Reserved 7
YES, ONE DAY.
LET’S GET STARTED.
CREATE 4 LEAD SEGMENTS
BASED ON FIT &
ENGAGEMENT
Proprietary and Confidential ©2017 OpenView Investments, LLC. All Rights Reserved 9
DRUM UP INTEREST TOP PRIORITY
NOT A GOOD FIT LOW TOUCH
HIGH
HIGH ENGAGEMENTLOW ENGAGEMENT
FIT
(De
mo
gra
ph
ics &
Firm
og
rap
hic
s)
Proprietary and Confidential ©2017 OpenView Investments, LLC. All Rights Reserved 10
• High fit, but not engaged or showing signs of intent
• Try phone calls or off-site retargeting to win-back interest
1. DRUM UP INTEREST.
Proprietary and Confidential ©2017 OpenView Investments, LLC. All Rights Reserved 11
• The ideal customer – high fit & highly engaged
• When resources are tight, this is the segment you put above the rest.
Leverage high touch campaigns.
2. TOP PRIORITY
Proprietary and Confidential ©2017 OpenView Investments, LLC. All Rights Reserved 12
• Low fit (doesn’t fit target criteria) & not showing signs of intent
• Remove from funnel or nurture with automated campaigns
3. NOT A GOOD FIT
Proprietary and Confidential ©2017 OpenView Investments, LLC. All Rights Reserved 13
• Lower fit, but they are showing signs of engagement
• Move them through the funnel with limited resources – automated
campaigns & self-service
4. LOW TOUCH
Proprietary and Confidential ©2017 OpenView Investments, LLC. All Rights Reserved 14
NEXT, DETERMINE A SHORT
LIST OF PARAMETERS
CORRELATED WITH FIT &
ENGAGEMENT
Proprietary and Confidential ©2017 OpenView Investments, LLC. All Rights Reserved 15
• # of website views
• Last website visit
• # of emails opened
• # of meaningful phone conversation
• ….
• Industry
• Company size
• Role / Level
• Location
• ….
FIT ENGAGEMENT
The Golden Rule: Start simple & iterate over time.
Draft parameters based on your hypotheses of what impacts lead quality and then validate
with opportunity creation and win-rate analyses based on ~6 months of data. Don’t have
clean data? Invest in a one-time data enrichment.
Proprietary and Confidential ©2017 OpenView Investments, LLC. All Rights Reserved 16
THEN, ASSIGN POINT VALUES
FOR HIGH/MEDIUM/LOW
CRITERIA FOR EACH
PARAMETER
Proprietary and Confidential ©2017 OpenView Investments, LLC. All Rights Reserved 17
HIGH (+100) MEDIUM (+50) LOW (+0)
FIT
Industry Retail, Hospitality Education, Internet All other
Company size 500+ 50-500 <50
…
ENGAGEMENT
Website visits last
last 30 days
2+ <2 None
Emails opened
last 30 days
2+ <2 None
…
FOR EXAMPLE
PUTTING IT ALL TOGETHERRolling out lead segmentation in 5 simple steps.
Proprietary and Confidential ©2017 OpenView Investments, LLC. All Rights Reserved 19
Using 6 month data set, assign determined point values per individual
lead
STEP 1
Proprietary and Confidential ©2017 OpenView Investments, LLC. All Rights Reserved 20
Sum scores to determine fit & engagement score per lead & analyze
distribution of fit & engagement scores across data set
STEP 2
Proprietary and Confidential ©2017 OpenView Investments, LLC. All Rights Reserved 21
Use median score as initial threshold of high vs. low fit & engagement
STEP 3
Proprietary and Confidential ©2017 OpenView Investments, LLC. All Rights Reserved 22
Analyze historical win-rate for 4 segments to validate whether scores
indicate quality & fit
STEP 4
Proprietary and Confidential ©2017 OpenView Investments, LLC. All Rights Reserved 23
If segmentation passes initial validation, roll-out segments (ideally
automated) & test SDR/Marketing segment-specific campaigns
STEP 5
Proprietary and Confidential ©2017 OpenView Investments, LLC. All Rights Reserved 24
17%
37%
34%
12%
Drum up interest Top priority
Low touch Not a good fit
Lead Segment % of TotalBased on 6 month historical data
Lead Distribution by Fit & Engagement ScoreBased on 6 month historical data
SAMPLE OUTPUT OF LEAD SEGMENTATION ANALYSIS
Proprietary and Confidential ©2017 OpenView Investments, LLC. All Rights Reserved 25
DON’T FORGET…
Proprietary and Confidential ©2017 OpenView Investments, LLC. All Rights Reserved 26
1. SET UP A PLAN TO TRACK RESULTS
Proprietary and Confidential ©2017 OpenView Investments, LLC. All Rights Reserved 27
2. ANALYZE IMPACT VIA REGRESSION ANALYSIS
Proprietary and Confidential ©2017 OpenView Investments, LLC. All Rights Reserved 28
3. ITERATE ACCORDINGLY
WANT MORE ON LEAD SEGMENTATION?Be sure to check out OpenView Labs.
LEARN MORE