segmentation and buyer personas
DESCRIPTION
Segmentation of your database and development of personas allow you to develop the right messages, content and offers. This will dramatically increase the effectiveness of your lead nurturing campaigns. This slide deck presents a step-by-step approach to segmenting your database and developing personas for your most important target groups. The following questions will be addressed: - Do segmentation and personas really increase conversion? - How many segments should I create? - Do I segment my database by title, influence, industry, or something else? - Which personas should I develop? - How can I develop an insightful persona quickly? - I have created segments & personas, what now? These practical tips that can result in conversion improvements ranging from 20% to 400%. For the full webinar recording, please visit the LeadSloth website.TRANSCRIPT
Dive Into Your Prospects' Mind Through Segmentation and Personas
Introduction
Jep Castelein
Founder of LeadSloth
www.leadsloth.com
@jepc @leadsloth
1999 “Being John Malkovitz”
Sales & Marketing
Alignment
6.
5.
7.
7 Steps to Finding Untapped REVENUE
Choose The Right
Audience
Know Them
Provide Value
Make Offers They Can’t Refuse
Converse
Track & Measure
1. 2.
3.
4.
Segment to Boost RESPONSE Rates
Think Like A PUBLISHER To Be Relevant
SEGMENTED Emails Get 50% More Clicks
(source: MarketingSherpa)
56% Thinks That “Just Not Interesting” Email is SPAM
(source: MarketingSherpa & Q Interactive)
PERSONA-based Website: Conversion Up 400%
(source: RightNow, via David Meerman Scott)
Taking The RIGHT Turn With Segmentation
Segment by INTEREST
1. Segment by Job Title
2. Segment by Industry
3. Segment by Product
Image by Richard C. Moeur
http://www.trafficsign.us
Segment by PREFERENCES
4. Segment by Location
5. Segment by Language
6. Segment by Time & Day Preferences
Image by Richard C. Moeur
http://www.trafficsign.us
Segment by IMPORTANCE
7. Segment by Leads and Customers
8. Segment by Importance
9. Segment by Lead Source
Image by Richard C. Moeur
http://www.trafficsign.us
Segment by ACTIVITY
10.Segment by Stage in the Buying Process
11.Segment by Level of Interest
12.Segment by Recent Activity
Image by Richard C. Moeur
http://www.trafficsign.us
3 Ways To Get The DATA You Need
Buyer PERSONAS: See Through The Buyers’ Eyes
STEP #1: Desk Research
STEP #2: Interviews
STEP #3: Workshops
Picture by Stanford EdTech via Flickr
STEP #4: Pre-flight Check For Your Persona
Picture by Circling Hawk
Sales & Marketing
Alignment
6.
5.
7.
Segments & Personas Done. What Now?
Choose The Right
Audience
Know Them
Provide Value
Make Offers They Can’t Refuse
Converse
Track & Measure
1. 2.
3.
4.
In 30
Minutes...
Learn how
I can help!
Get Tips on Finding
Untapped REVENUE
in Your Database
To Schedule this Call Email me at [email protected]
Need Help Finding Untapped Revenue
in Your Database? Let’s Talk!
