by Fronetics | Jun 22, 2017 | Blog, Content Marketing, Marketing
Email list segmentation is the one of the simplest and most critical practices to improving marketing email performance.
Marketing emails are an important part of lead nurturing: They can make or break whether a lead becomes a sale. So marketers spend a lot of time and money thinking about how to perfect their messages.
While many marketers focus on better design, higher frequency, or perfect timing as a means of increasing open rates and click-throughs. But, really, one of the best ways to improve the success of your email campaigns is through list segmentation.
And when I say success, metrics like click-through and open rates are part of that. But, there’s more. In fact, marketers have found a 760% increase in email revenue from segmented campaigns.
What is email list segmentation?
Email list segmentation simply means separating the contacts in your database based on certain criteria. For example, you can create separate lists for different buyer personas or for contacts in different industries or sectors.
The more specific you can get with your list segmentation, the more you can personalize the content of your emails — and the more relevant they will be to your recipients (which means they’ll be more likely to engage with them).
Other list segmentation ideas include:
- Demographics
- Company size
- Content downloaded from your website
- Geography
- Purchase history
- Content consumption (which blog posts they typically read)
- Interest level
- Purchase channel preference (online, via sales rep, etc.)
How does it work?
Most CRM or email platforms make list segmentation easy. But how you collect and determine criteria for segmentation is a little more complicated.
Collecting prospect information via forms on your website is one way. You can ask for name, email address, business name, interests, budget, demographic information, etc. Of course, the more fields on the form you require — or even allow for — the more prospects will turn away. It’s a delicate balance of encouraging form submissions while getting all the information you need.
Sales representatives can also enter information about leads as they communicate with them. Also, platforms like HubSpot collect information about contacts’ browsing history and content consumption that can be very helpful in determining what kinds of content they prefer or products they might be interested in.
Once you determine how you want to segment your email lists, it’s important to devise a different strategy for each list. What are your goals for each type of customer or prospect? Based on your existing data, how does that particular persona typically move down the sales funnel? How frequently should they be contacted? Answering these questions will help you build an email marketing strategy for each list that improves your chances of success with each.
What are the benefits?
Segmentation allows you to send the most pertinent content to the right people at the right time. And B2B buyers want and expect relevant content when making purchase decisions.
That sounds obvious, but I bet examples of companies violating this practice abound in your life. For instance, say you subscribe to the vegetarian plan of weekly meal-delivery service. Despite the fact that the company has a very valuable piece of information about your preferences (you’re a vegetarian), they send you a marketing email about upgrading to premium meats. Not only are you probably not interested in this offer — and are maybe even annoyed (or disgusted) by it — it leaves you with the feeling that the company doesn’t understand or value you as a customer.
It’s the same in B2B: 94% of B2B buyers say they chose a particular vendor because they demonstrated the strongest knowledge of the company and its needs. If your shipping business sends an e-commerce cookie company information about a special on shipping reefs and corals, you lose credibility in terms of how well you know and understand that customer.
But recall a time when you’ve browsed a company’s website and received an email shortly thereafter with FAQs about the exact products you were researching. Or, you have been in talks with several businesses about a major purchase, and just before making a decision, one sends you information helping you calculate ROI. That’s the kind of timely content delivery that can sway you in a particular direction.
Hyper-targeted marketing emails will give you the most success with your lead nurturing email campaigns. You’ll deliver the most relevant and pertinent information to the right people at the right time, encouraging them to move down the sales funnel and to make purchases.
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by Fronetics | Mar 30, 2017 | Blog, Content Marketing, Marketing, Social Media, Strategy
Follow these four steps after the trade show to ensure you’re getting the most out of your lead generation efforts.
This is the third installment in our three-part series about generating leads around a trade show.
After some busy days, the trade show has finally wrapped up. It is easy to get caught up with unanswered emails and other tasks you have neglected by being away from your desk, but this is the time to follow up with the prospects you met at the trade show.
Strike while the iron is hot
The faster you follow up with your leads, the better. Trade shows are busy, and you want to capitalize on the one-on-one time you had getting to know new prospects. The quicker you get back in contact, the greater the chance they will remember you and will be more likely to respond favorably to your follow-up.
Here are four additional tips to help you navigate post-trade show contact with leads.
Winning at follow-up
1. Connect and engage on social media
To convert leads to customers you need to be proactive. Entering leads into a database, or placing the stack of business cards you were handed in the top drawer of your desk, is not proactive. You need to really engage with prospects, and one way of doing so is to connect on social media. Follow prospects on Twitter, Facebook and LinkedIn. Create dialogue with them and ask them to follow you on social media as well.
2. Create more content
Trade shows provide great fodder for content. Think about the questions you were asked during the trade show and the challenges that prospects identified. Use this information to create a list of topics that can be addressed in your blog, white papers, eBooks and social media posts.
Similarly, create a list of industry trends that you identified during the trade show. Create fresh, innovative content around these trends, and link your company and products into the content. How does your company fit into these trends? Make sure to highlight any new products that were introduced at the trade show and how they incorporate into these trends.
3. Create a lead nurturing campaign
Companies that nurture leads have a 47% higher profit margin than companies who don’t. Create a lead nurturing campaign that is targeted at your trade show prospects. These campaigns should be relevant, informative, and should provide value to prospects. They should also capture the trade show buzz and move prospects down your sales funnel. Use the content you’ve created from tip #2 to incorporate blog posts and webinars into lead nurturing campaigns.
4. Get on the phone
Don’t be afraid to follow up with prospects on the phone. So many companies rely on email and social media that your personal phone call will go a long way. Keep the call conversational and make sure to address any issues that your prospect identified at the trade show. This will show you were really listening and make a personal connection with the lead. Highlight the new products you introduced at the show, and make the connection between your prospect and your products and services. Tell them how your products and services will work for them.
Attending a trade show is significant investment of time and money. If you want to maximize your trade show ROI and convert leads to prospects and prospects to sales, you need to be proactive and timely. Carve out time as soon as you are back from the show to reach out to those that you met. By engaging your leads, you’ll be getting the most out of your trade show attendance, growing your business and increasing your sales.
Other posts in this series:
by Fronetics | Aug 2, 2016 | Blog, Content Marketing, Marketing, Strategy
Content marketing can help with lead generation and nurturing, but your business still needs a solid sales staff to close deals.
Content marketing helps generate a steady influx of quality leads and provides relevant information to prospects as they move down the sales funnel. Content can even help close a deal.
But forget any notion about content marketing replacing the work of your sales staff. The two must work together to convert leads into customers.
Even quality leads do not typically turn into sales on their own. You need a sales staff to take those opportunities and cultivate them into new business.
What content marketing does vs. your sales staff
Content marketing and sales staff provide different touch points for leads at distinct stages of the buying cycle. Here are a few examples:
Forming a relationship
- Content marketing opens up dialogue with potential customers. Often the first signs of customers’ interest appear after they read one of your blog posts, when they open and click through an email, or they share your company’s posts on social media channels.
- Your sales staff keeps that positive contact going to the next level. They develop it into a conversation. That person who read your blog post now has a relationship with a person in your company.
Providing information
- Content marketing can reach a potential customer early, while they are looking for solutions. B2B buyers report spending more time conducting research, using more expert content such as vendor websites, user reviews, and social media, before making a purchase. Your business should be producing content in order to make the short list of buyers who are looking for products and services like yours.
- Your sales staff answers those important first questions. When a customer reaches out with a query, s/he is likely 60% through the sales process. The customer has done a fair amount of research, and the sales rep must speak specifically to the customer’s needs — in a way that generic content can’t — to keep them interested and moving down the funnel.
Advocating for your brand
- Content marketing increases brand awareness for your business. It helps elevate your brand position within the industry and keeps your business top of mind, even when potential customers aren’t ready to make a purchase.
- Your sales staff is the advocate for your brand when a customer is preparing to make a purchase. They should be proactive in pursuing business when customers show interest in your content or when they reach out with questions. They drive dialogue and get to know customers and how your business can help them.
The content marketing, sales staff partnership
Curating and creating great content will generate quality leads for your company. But, your sales staff is vital to building relationships with potential customers and closing the sale.
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by Fronetics | Jul 26, 2016 | Blog, Content Marketing, Marketing, Social Media, Strategy
Your business should be on social media showing buyers that you know what they want and that your business can provide it.
Once again B2B buyers reported that their purchase cycle has increased since last year. That’s in part because they are scrutinizing potential vendors more closely than ever before. Buyers overwhelmingly reported spending more time conducting research (80%) and using more sources to investigate purchases (73%).
You may be surprised to learn that one of those sources is social media, more often than not. More than half (53%) of B2B buyers report turning to social media to make buying decisions. What’s more, more than a third (34%) say they are spending more time this year than last using social media to research vendors and solutions.
Social media should be a critical component of your lead generation and nurturing strategy. Your business should use these platforms to prove that you understand what buyers are expecting from your brand. The 2016 B2B Buyer’s Survey Report found that today’s B2B buyers expect:
- Timely responses to messaging: Demonstrating a timely response to questions helped make the sale 98% of the time.
- Strong knowledge of the company and its needs: Personalization ranked as the second most influential reason a buyer chooses a specific vendor. When researching potential products, 64% gravitated toward companies that demonstrated “a stronger knowledge of our company and its needs.” A whopping 84% chose a vendor that could solve one of their pain points.
- Clear demonstration of ROI: Buyers reported conducting a more detailed ROI analysis before making a purchase. Vendors who can demonstrate how customers will receive their return on investment have a clear advantage. In fact, 90% of businesses that do this make the sale, according to the study.
- Speedy and easy delivery: “Deployment time/ease of use” skyrocketed from 49% in 2015 to 83% this year, leading the ranks as one of the most important variables that can set you apart from your competition. Buyers not only want it quickly, but they want a simple and easy buying process.
Which social media platforms do B2B buyers use most in their research?
The B2B Buyer’s Survey found that buyers primarily are using three social tools to conduct their research.
- LinkedIn is reportedly the most impactful to the research process. (81% said it was very important or somewhat important.)
- Blogs came in second, with more than a third of buyers (37%) ranking it very important.
- Video sites like YouTube and Vimeo are third, with 60% of respondents ranking them very important or somewhat important.
Want your business to connect with the 2.3 billion worldwide social media users? Get Fronetics’ free social prospecting workbook to learn how to use these platforms to generate new leads and sales for your business.
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by Fronetics | Jul 18, 2016 | Blog, Strategy
Sellers must engage in speedy, personalized, knowledgeable conversation with potential customers to convert leads into sales.
Leads are only valuable if they convert into customers. So, generating quality leads is only half the battle. You need a sales team that knows how to resuscitate a lead, nurture it, and, ultimately, turn it into a customer.
Demand Gen’s 2016 B2B Buyer’s Survey Report confirms that today’s business buyers are expecting more from vendors than knowledge of their own product. Buyers expect the seller to personalize the buying process. The top four reasons the respondents reported choosing a particular vendor include:
- Timeliness of a vendor’s response to inquiries (98%)
- Strong knowledge of the solution area and business landscape (97%)
- Strong knowledge of the buyer’s company and its needs (94%)
- Content that showed ROI or built a business case for the purchase (90%)
Sales reps must provide a very hands-on, customized buying experience to convert leads into customers. (Hence the “nurturing” part of the phrase lead nurturing.) Here are a few tips to support your lead nurturing process.
Offer quality follow up.
Do you see leads as opportunities? You should. In fact, you should see them as an opportunity to be seized. Seize it quickly with effort more substantial than a single phone call resulting in a salesy voicemail. Follow up must be the start of a real conversation with the lead, building their trust and providing an opportunity for their needs to be heard and acknowledged.
Listen first, then offer solutions.
Avoid pitching as a start to a conversation with a lead. Instead, listen to their pain points and concerns. Identify what their challenges are, and then present specific solutions. Show them explicitly how your products or services could answer each particular need. Let them know they have been heard by recounting specific details from your conversation.
Time matters.
The faster you contact the lead, the better your chances of conversion. A study by Franklin Covey found that contact ratios improve 900% if web leads are called back quickly. Another found that 50% of sales went to the vendor that responded first. And remember that 98% of respondents to the Demand Gen survey reported choosing a vendor because of timely responses to inquiries. Don’t underestimate the value of a quick response time.
Choose the best time to follow up.
Data from 100,000 calls over 3 years analyzed by InsideSales.com indicates that Wednesdays and Thursdays are the best days of the week to qualify leads. Calls made between 4:00 and 5:00 p.m. were most successful, followed by 8:00 a.m. to 9:00 a.m. Of course, you should get to know your potential customers and their individual schedules.
Be knowledgeable about the product.
Nothing kills a lead faster than a salesperson who does not know what their business has to offer. That call is about selling your value to a customer, not just a product or service.
Cultivating a lead is the first step in generating greater sales revenue. It is vital that you don’t let leads die, but nurture them quickly with personalized conversation, identifying their challenges and providing viable solutions.
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