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Nurture Leads by Segmenting your Subscribers

email_nurture_revised.jpgA recent MediaPost Email Insider article, Elongated Sales Cycles Require Stronger Segmentation by Stephanie Miller talks about the ever-lengthening sales cycle and suggests that the way to handle this is by segmenting users and marketing targeted messages to small groups. In the article, Miller states the need to pay attention to subscriber behaviors, and direct messages to small groups as they reach different points in the buying process.

To develop a segmentation strategy for your organization, first consider how often users are visiting your site. Miller suggests sending segmented messages to first-time visitors, active prospects and lapsed members, but you can break up your member groups in any way that works for your sales cycle. With IT marketing, you may want to segment according to the number of, or the kinds of engagements members have had with your content. If a group of users downloads two related pieces of content - regardless of the products being offered - you might develop specific category-based marketing messages that provide education on specific technologies.

When segmenting your subscribers, it's essential that you understand user behavior throughout the buying process. By knowing, for example, that users are more likely to purchase a product if they've checked out a trial download, you can respond to user behaviors with the right kind of messaging. For basic insight into B2B marketing guidelines, industry reports such as Marketing Sherpa's Business Technology Marketing Benchmark provide a host of insight into user behavior during the B2B sales cycle.

Once you've determined what your users' behaviors mean in relation to their place in the sales cycle, you can develop lead scoring that examines engagements and assigns a score to each lead. Once your users have been assigned scores, you can start marketing to small groups that have shared scores. In using this kind of approach, you are able to automate the process of segmenting users according to their online behaviors, and create messages that meet their targeted needs.

By sending highly targeted messages to small groups of users, it may seem as if you're wasting your time (clicks = revenue), but you actually increase your changes of catching users when they're in need of technical data, a compelling case study or an interactive presentation. Buyers want their buying processes to run according to their own schedules. By paying attention to where your leads are in their buying processes, you come across as being responsive and mindful of your buyers' needs. This kind of responsiveness is highly valued, and users will trust those sending the emails when they feel they aren't being bombarded with ill-timed and inappropriate messages.

Once you've gained the trust of the user, you can continue to nurture them through the buying process, and hopefully turn your prospect into an actual buyer.

Comments

Great points on the opportunities and applications of online segmentation. Further segmenting on a combination of sales cycle stage and industry/product line could result in even more effective messaging.

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