Segmentation

No two customers are equal. So, you need a system of organizing customers. This is known as segmentation. Segmentation is the process of grouping customers and prospects based on common attributes. 

Study after study has shown that market segmentation yields better results. You can create segments based on a wide array of commonalities, such as

• Behavior

• Interests

• Industry

• Demographics

• Psychographics

You can also segment your leads based on criteria like form submission (leads who registered for a webinar, download a whitepaper, etc) or existing database. 

Segmentation allows you to create messages specifically for each segment, thus boosting engagement.

Once you've broken up your customers into segments, you need to consider how to drive them through the sales process in a way that resonates with their needs. 

Start by creating customized lead nurturing campaigns for each segment. For example, you send a specific campaign to a software manufacturer that downloaded an eBook and says it has between 2-7 employees. This will differ from the nurturing campaign you send to an accounting firm signed up for a webinar and indicates a company size of 10-22. 

The key takeaway is to always consider your customer’s context and tailor your campaign to their interests.