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Segmentation Models Are Outdated: How to Update Your Marketing Segmentation Practices - MarketingProfs

Segmentation Models Are Outdated: How to Update Your Marketing Segmentation Practices - MarketingProfs | The MarTech Digest | Scoop.it
Marketing teams can hone their strategies and better tailor them to consumers' demands by following these five steps:

1. Transition to a scoring system. Scoring your consumers according to the behaviors relevant to the company's brand or category allows marketing teams to build and sequence dynamic consumer journeys targeting precisely the right time and place. 
2. Invest in identifying consumer need-states. Through new data sets, tracking methods, and signals in behavior data histories, marketing teams can see where the brand is able to meaningfully engage. 
3. Identify your winning and losing approaches. Using all of the above information, teams should then assess their current marketing communications to gauge how consumers receive them. 
4. Redesign efforts along the consumer journey. The more you can position your company as helpful through a consumer's journey, the higher your return. Teams need to develop multiple opportunities along the buyer's journey for prospects to show interest and display engagement—ones that focus on those "moments of need"—because it's not just at the point of purchase that you need to persuade consumers.
5. Pay attention to ethical and social boundaries. As you build needs-based and precision messaging, keep in mind the legal, moral, and social boundaries of using targeted data. Stay well within those bounds, because violating a potential buyer's trust is the easiest way to sabotage your marketing efforts. 
CYDigital/marteq.io's insight:

Segmentation Models Are Outdated: How to Update Your Marketing Segmentation Practices - MarketingProfs

 

RE: Lead Scoring...OK if you're a single product company, or you're managing a single product.

 

This news comes to you compliments of marketingIO.com. #MarTech #DigitalMarketing

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Segmentation, Personalization Becoming A Reality With AI And Real-Time Analytics - Demand Gen report

Segmentation, Personalization Becoming A Reality With AI And Real-Time Analytics - Demand Gen report | The MarTech Digest | Scoop.it
The patience for “spray-and-pray” emails is continuing to shrink, and sophisticated B2B buyers are increasingly expecting and demanding relevant and targeted messaging.

In EDRM’s Voice of the Customer research, 73% of the B2B customers surveyed agreed, “For brands or vendors to successfully engage me, they must have a deep understanding of my needs.”  The research also showed 66% said they “expect all of [their] interactions with brands or vendors to be personalized.”

Fortunately for B2B marketers, new advancements in real-time data analytics, AI and machine learning are making advanced segmentation and personalization possible, even across complex industries and buying groups.
CYDigital/marteq.io's insight:

I don't see real, solid AI embedded into martech applications, and perhaps it comes down to a definition of AI (and not a watered down version of AI, not machine learning).

 

From MarTech 101 to Advanced Techniques, marketingIO has you covered. Contact us. #MarTech #DigitalMarketing

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B2B Marketers Apply New Tools & Tactics For Segmenting Campaigns To Target Audiences - Demand Gen Report

B2B Marketers Apply New Tools & Tactics For Segmenting Campaigns To Target Audiences - Demand Gen Report | The MarTech Digest | Scoop.it
With targeting and segmentation becoming bigger priorities to support ABM, lead nurturing and related initiatives, new tools and tactics are being deployed to help marketers prioritize and better engage new targets.
CYDigital/marteq.io's insight:

Visualize your Marketing Stack. marketingIO will analyze your marketing technology and deliver a visual of your MarTech Stack. Free. Go here: http://go.marketingio.com/stack_analysis 

 

#MarTech #DigitalMarketing

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Stats Show List Segmentation Tools Provide Significant Lift in Email Clicks - MarketingCharts

Stats Show List Segmentation Tools Provide Significant Lift in Email Clicks - MarketingCharts | The MarTech Digest | Scoop.it
CYDigital/marteq.io's insight:

It's the first step towards personalization.

 

Visualize your Marketing Stack. marketingIO will analyze your marketing technology and deliver a visual of your MarTech Stack. Free. Go here: http://go.marketingio.com/stack_analysis 

 

marketingIO: MarTech for B2B Marketers. Strategy, Software, Services, Support, Staffing.  Go here to submit RFQs: http://www.marketingio.com #MarTech #DigitalMarketing

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The importance of emotional mapping in B2B marketing | FierceCMO

The importance of emotional mapping in B2B marketing | FierceCMO | The MarTech Digest | Scoop.it
While marketers get to know their buyers and purchasing behaviors, many don't fully understand the emotional motivation behind the initial purchase. There are four common buyer groups, according to a recent article by Scott Gillum, president and channel marketing practice leader for Gyro.

By looking at a group of Gyro's clients from the hi-tech, financial and information services industries, Gillum qualified these four divisions as The Needle, The Seekers, The Loyalists and The Legacies.
CYDigital/marteq.io's insight:

Quick and interesting read. I want to know more.

 

Email your comments to joe_rizzo@marketingIO.com. I’ll publish it here. marketingIO: One Source for All Marketing Technology Challenges. See our solutions.  

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How to Segment in Google Analytics to Generate Better Results - CrazyEgg

How to Segment in Google Analytics to Generate Better Results - CrazyEgg | The MarTech Digest | Scoop.it

"For those who are just starting to use segmentation in Google Analytics for A/B testing, I suggest you focus on these few key types of segments:

  • Traffic source
  • Location/geography
  • Visitor type
  • Landing page type
  • Action taken
  • Content viewed
  • Engagement – Different pages in your website may have varying levels of customer engagement. Creating a segment type based on engagement helps you make improvements to pages that produce less engagement.
  • Demographics
  • Technology platform
  • Value – One of the classic segmentation techniques is to segment your visitors based on their value. You can then identify the source of these visitors and their journey towards your conversion goals."
CYDigital/marteq.io's insight:

And how to AB test when you CT.

 

NEW: Experience Remarkable Planning Accuracy With New, FREE Growth Hacking Tool. Go here: http://goo.gl/UjcA8x 

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Mailchimp Data Preparation & Modeling for Campaign Optimization - Blendo

Mailchimp Data Preparation & Modeling for Campaign Optimization - Blendo | The MarTech Digest | Scoop.it
In this article we’ll use the information we can derive from the structure of the data coming from Mailchimp, to craft new variables or features that hopefully will help us optimize our marketing campaigns. We will attempt to achieve the following:

  • Figure out a way of identifying the gender of our user
  • Segment the e-mails of our users in different categories, for example if an e-mails address is personal or a business address.
  • Segment the events of our recipients into different periods of the day.
CYDigital/marteq.io's insight:

The code you need to segment your MailChimp data as you need it. Wonderful!

 

NEW: Experience Remarkable Planning Accuracy With New, FREE Growth Hacking Tool. Go here: http://goo.gl/UjcA8x  

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8 Email Segmentation Examples That Can Boost Conversions - conversionXL

8 Email Segmentation Examples That Can Boost Conversions - conversionXL | The MarTech Digest | Scoop.it

"1. Based On Your Subscriber’s Position In The Sales Funnel
Takeaway: Send highly targeted emails that educate your subscribers on how to use your product based on where they are in your sales funnel. A new subscriber could receive beginner tutorials, whereas power users could receive advanced lessons.

2. Based On How Often Your Subscribers Use Your Product
Takeaway: Identify who your inactive, casual, and power users are. You can then provide custom advice to help reduce churn, and improve your trial-to-customer conversion rates.

3. Based On What Content Your Subscribers Download
Takeaway: Find out what your customers want based on which content upgrades they download. This should give you an idea of what type of content or products you can offer to them.

4. Based On What Pages Your Subscribers Visit
Takeaway: Identify your high value subscribers who are most likely to purchase from you based on the type of web pages they visit. You can then send educational/nurturing emails to build credibility and follow it up with a sales email.

 

5. Based On The Subscribers Who Don’t Complete Your “Double Opt-in”
Takeaway: If you require a double opt-in process, some of your email subscribers are going to lose your verification email. Spend 10 minutes right now to segment your unverified subscribers and follow up by sending a re-verification email.

6. Based On Which Subscribers Don’t Open Your Emails
Takeaway: Improve your open rates by targeting subscribers who didn’t open your original email. All you have to do is re-send the exact same email with a different subject line.

7. Based On Which Subscribers Reply To Your Emails
Takeaway: Encourage new subscribers to reply to your emails by asking them what their biggest problems. This will help you identify who your engaged subscribers are, and the type of content/products they are interested in.

8. Based On Your Customer’s “Feature Requests”
Takeaway: Keep track of your feature requests and which subscribers asked for them so you can follow up with them when the features are live."

CYDigital/marteq.io's insight:

Another great find. CT for the details.

 

NEW: Experience Remarkable Planning Accuracy With New, FREE Growth Hacking Tool. Go here: http://goo.gl/UjcA8x 

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How to Optimize Your Email Campaigns With Interest-Based List Segmentation - Profs

How to Optimize Your Email Campaigns With Interest-Based List Segmentation - Profs | The MarTech Digest | Scoop.it
Tactic No. 1: Within Your Welcome Email

Tactic No. 2: On the Opt-in Form Itself

          1. Segment from within your landing page offer. 

          2. Segment from within your opt-in form. 

Tactic No. 3: Based On Website Pages They Visited
CYDigital/marteq.io's insight:

And very doable through your MAP.

 

marketingIO: One Source for All Marketing Technology Challenges. See our solutions.  

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The Beginner's Guide to Email Segmentation & Personalization - ConversionXL

The Beginner's Guide to Email Segmentation & Personalization - ConversionXL | The MarTech Digest | Scoop.it

marketingIO: One Source for All Marketing Technology Challenges. See our solutions

CYDigital/marteq.io's insight:

It's a 15 minute read, and I just scratched the surface with this scoop. Far more detail when you click through, especially the step by step as to how to execute using MailChimp, Vero, and GetResponse.

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How Personalization & Automation Can Boost Email Conversions - Kissmetrics

How Personalization & Automation Can Boost Email Conversions - Kissmetrics | The MarTech Digest | Scoop.it

marketingIO: One Source for All Marketing Technology Challenges. See our solutions.

CYDigital/marteq.io's insight:

The post is a step-by-step process of segmentation and personalization: easy to implement.

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Which Industries Use Digital Tools the Most (and Least)? - Profs

Which Industries Use Digital Tools the Most (and Least)? - Profs | The MarTech Digest | Scoop.it

marketingIO: One Source for All Marketing Technology Challenges. See our solutions.

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Marketing Segmentation Challenges and Opportunities | Marketing Technology

Marketing Segmentation Challenges and Opportunities | Marketing Technology | The MarTech Digest | Scoop.it
Marketing Segmentation Challenges and Opportunities by Douglas Karr on Marketing Technology
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5 Things You Might Not Know About Marketing Personalization - Relevance

5 Things You Might Not Know About Marketing Personalization - Relevance | The MarTech Digest | Scoop.it

"Marketing automation relies heavily on intelligent segmentation. To the surprise of many, though, that's still not marketing personalization."


marketingIO: One Source for All Marketing Technology Challenges. See our solutions.

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Building Segments for Digital Marketing - Gartner

Building Segments for Digital Marketing - Gartner | The MarTech Digest | Scoop.it

MarTech requires constant optimization to continually squeeze ever improving performance. No time for continual CRO? Contact us.

CYDigital/marteq.io's insight:

Now THAT'S how you build personas.

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Digital Marketing & Behavioral Targeting - Position²

Digital Marketing & Behavioral Targeting - Position² | The MarTech Digest | Scoop.it

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CYDigital/marteq.io's insight:

It's one of the great features to MAS: the ability to track behavior in and around your digital assets. And its use is simplified.

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How to Segment Your Email List for ROI [Infographic] - socialmouths

How to Segment Your Email List for ROI [Infographic] - socialmouths | The MarTech Digest | Scoop.it

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CYDigital/marteq.io's insight:

MIA: By Persona

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Muthu Kumar's comment, October 14, 5:42 AM
Try to LeadGrabber pro tool - https://www.egrabber.com/leadgrabberpro/ this is one of the best Email list building tool, Download 7 Days FREE Trial also available
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Persona-driven email marketing: Deliver the right content - Sherpa

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CYDigital/marteq.io's insight:

To further reinforce the use of MAS to deliver the right content to the right segments.

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3 Steps to Organizing Segments with Marketing Automation - Kapost

3 Steps to Organizing Segments with Marketing Automation - Kapost | The MarTech Digest | Scoop.it

Digest...


To reap the benefits of marketing automation, you must first know how to create and leverage the segments within your system. Get started by following these three steps.

 

Step 1: Identify Your Content Themes

Review your content resources and start identifying key attributes. Soon, patterns will emerge. Use these patterns to identify big thematic groups under which your content falls.

 

Step 2: Leverage the Prospect Data You Have

Map your segments to your personas and target your messaging to the appropriate people. If people in your database are getting content that’s most relevant to them, they’ll be less likely to unsubscribe to your email blasts and more likely to look to your organization for thought leadership.

 

Step 3: Map Prospect Behavior

Even better than segmenting leads based on prospect data is segmenting leads based on behavior. For example, if a lead signs up for a webinar, your webinar platform can communicate valuable information to your marketing automation software, including:

-- > Whether or not they actually attended the webinar

-- > How long they tuned in for

-- > Did they ask a question during the webinar

-- > Did they answer a polling question

 

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CYDigital/marteq.io's insight:

Think segments/clusters/groups. That's one of the main values of MAS: the ability to create clusters and intelligently market to each cluster individually. If you can't master that, you'll find true personalization impossible.

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Identifying Buyer Profiles: 5 Ways To Segment Your Marketing Audience - Eloqua

Identifying Buyer Profiles: 5 Ways To Segment Your Marketing Audience - Eloqua | The MarTech Digest | Scoop.it

Basic/ Digest...


Here are five starting points for consideration if you’re looking to enhance your segmentation:

 

1. Segment by Persona.  Well-understood personas are the basis for amazingly effective lead routing, scoring, and nurturing efforts, as they help your automation tools work smarter, not harder.

 

2. Segment by Buying Patterns/Frequency.  As you understand more fully where a contact is in their buying journey, you reduce the risk of over-engaging a person who simply responded to an email, or under-engaging someone who is already far along the consideration path.

 

3. Segment by Geography 

 

4. Segment by Industry/Vertical.  With B2B, you need to create engagements based on each industry’s unique buying situation and cycle. Marketing automation enables you to finetune and deliver unique vertical messages automatically based on contact data.



 

5. Segment by Channel Usage. This tactic is typically beneficial to B2C marketers.

 

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CYDigital/marteq.io's insight:

For the messaging associated with the content, persona-based segmentation is the best route. By Vertical is too generic.

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