using segmentation to power optimization
TRANSCRIPT
@GetTinderBox | @lweatherall | #ET13 @GetTinderBox | @lweatherall | #ET13
Using Segmentation to Power Optimization Not all leads are created equal.
@GetTinderBox | @lweatherall | #ET13 @GetTinderBox | @lweatherall | #ET13
Meet Lauren Weatherall • Senior Marketing Manager, TinderBox
• Entrepreneurial, tech-savvy marketer
• 4 years marketing automation experience, now works in sales efficiency technology
• Co-founded local networking group with 1,200+ members
• Music festival fanatic & 15-year vegetarian
@GetTinderBox | @lweatherall | #ET13
@GetTinderBox | @lweatherall | #ET13 @GetTinderBox | @lweatherall | #ET13
• Web-based software solution • Founded in 2010 • Headquartered in Indianapolis, IN
Accelerate Your Sales. Empower Your Brand.
@GetTinderBox | @lweatherall | #ET13 @GetTinderBox | @lweatherall | #ET13 @GetTinderBox | @lweatherall | #ET13
@GetTinderBox | @lweatherall | #ET13 @GetTinderBox | @lweatherall | #ET13
TinderBox is a web-based solution that empowers sales and marketing teams to eliminate inefficiencies in their sales processes.
• Optimize content management & control your message • Streamline the delivery & tracking of content online • Close deals faster by collaborating with prospects
Accelerates the Time to Close.
@GetTinderBox | @lweatherall | #ET13 @GetTinderBox | @lweatherall | #ET13
• Audience Segmentation - Where to Begin
• Know Your Buyer - How to Capture Telling Data
• The Power of Relevancy - Simple, Effective Programs
• That’s a Wrap - Key Takeaways
B2B Marketing Session
@GetTinderBox | @lweatherall | #ET13
@GetTinderBox | @lweatherall | #ET13 @GetTinderBox | @lweatherall | #ET13
WHY? Because people like to feel special.
Where do you begin? • Identify Market Problems
• Conduct Prospect Analysis
• Create Buyer Personas
Pull the trigger! • Experiment and Collect Data
Segmentation 101
@GetTinderBox | @lweatherall | #ET13 @GetTinderBox | @lweatherall | #ET13
- Peter Drucker
“The aim of marketing is to know and understand the customer so well that the product or service fits him and sells itself.”
@GetTinderBox | @lweatherall | #ET13 @GetTinderBox | @lweatherall | #ET13
Start with Segmentation Lists
@GetTinderBox | @lweatherall | #ET13
@GetTinderBox | @lweatherall | #ET13 @GetTinderBox | @lweatherall | #ET13
How to capture data.
Know Your Buyer
@GetTinderBox | @lweatherall | #ET13 @GetTinderBox | @lweatherall | #ET13 @GetTinderBox | @lweatherall | #ET13
@GetTinderBox | @lweatherall | #ET13 @GetTinderBox | @lweatherall | #ET13 @GetTinderBox | @lweatherall | #ET13
@GetTinderBox | @lweatherall | #ET13 @GetTinderBox | @lweatherall | #ET13
Quick tips for successful marketing programs " Keep it simple.
" Listen to your buyers – see through their eyes.
" Don’t over-communicate.
" Timing is everything.
The Power of Relevancy
@GetTinderBox | @lweatherall | #ET13 @GetTinderBox | @lweatherall | #ET13
- Aberdeen Group
“Personalized emails improve click-through rates by 14%, and conversion rates by 10%.”
@GetTinderBox | @lweatherall | #ET13 @GetTinderBox | @lweatherall | #ET13
Drive Conversions with Relevancy
@GetTinderBox | @lweatherall | #ET13 @GetTinderBox | @lweatherall | #ET13 @GetTinderBox | @lweatherall | #ET13
@GetTinderBox | @lweatherall | #ET13 @GetTinderBox | @lweatherall | #ET13
Sophisticated Segmentation The Process
BUILD
Lists
Programs
Content
LAUNCH MEASURE
@GetTinderBox | @lweatherall | #ET13 @GetTinderBox | @lweatherall | #ET13
EMAIL 3 31.65% open rate 2.28% unique CTR
Sophisticated Segmentation
EMAIL 1 48.47% open rate 5.31% unique CTR
The Measurement
@GetTinderBox | @lweatherall | #ET13
EMAIL 2 39.65% open rate 4.33% unique CTR
@GetTinderBox | @lweatherall | #ET13 @GetTinderBox | @lweatherall | #ET13
Sophisticated Segmentation The Bottom-Line Impact
Close Rate
11.54% Conversion Rate
10.04%
@GetTinderBox | @lweatherall | #ET13 @GetTinderBox | @lweatherall | #ET13
- Gleanster
“50% of qualified leads are not ready to purchase immediately.”
@GetTinderBox | @lweatherall | #ET13 @GetTinderBox | @lweatherall | #ET13
Segmentation for the Sophisticated Marketer • Not only WHO, but WHERE they are in the sales cycle
Relevancy is Key • Today’s buyer has changed, speak to them relevantly
The Impact • Segmentation and relevancy impact the bottom line
Key Takeaways