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This article kicks off a new series of marketing and sales tips. Subscribe to our blog or Twitter feed to receive future installments.
I earlier wrote about the Revenue Typhoon where the secret to generating revenues is creating an end-to-end integrated marketing and sales process. This Know Your Customers series will show how that happens.
The more you know about your contacts, prospects, and customers, the better you can tailor your messaging, communications, and products to increase sales. One technique is segmentation. There are many ways types of segments. The key is finding the ones that naturally divide your prospects by person and company and enable more targeted one-to-one marketing.
Typical B2B segments include:
- Organizational title
Segmentation is developed at the beginning of marketing and sales planning where your Market definition describes a target customer. If you don’t have a formal marketing plan, take your best shot and define one. Then look to your actual customers. You may find reality different from your original customer notions. If they diverge, update your target customer profile to match who actually is buying your product.
Tool tip – use WeMeUs Contact Management and Lead Generation. Learn more about WeMeUs tag and group management so you can store segmentation data on your leads and customers.
A common theme for our Tribe Blue and Entrepreneur members is generating sales, especially in a tough economy. The regular sales pipeline has dried up. Cold calling and old school advertising don’t work. Large scale marketing is too expensive.
The solution is relationship marketing and lead generation to create a sales funnel and generate business. When you have a handle on the process and are ready to take it to the next step, look at shrinking the sales funnel from contact to close. Dissect your lead gen process to determine how you can make it more timely, direct, and personal.
Few businesses have the in-house resources of an interactive agency. But this example below is filled with techniques that you can use on your own with tools like WeMeUs Contact Management & Lead Generation that automate leads and personalize emails.
“As an interactive digital agency, we do much of our marketing through referrals, so one of the things we do is present at various conferences. I presented a session on e-mail marketing and word-of-mouth at a MarketingSherpa e-mail summit in Miami in March, and used ExactTarget’s text capture and triggered e-mail integration. I invited the audience to use their cell phones to text me to request a copy of my slide deck. More than 60% of the 120 people present took me up on the offer, and they received an immediate text confirmation in return that an e-mail would soon follow. The triggered e-mail went out thanking them for attending the session, and 78% responded to that to receive the PDF of my deck. The e-mail integration closed the gap, providing the next step with a pallet of choices that advanced the sales process. I went from a bunch of people in the audience just looking at me to having 78% self-identify as reasonably qualified sales prospects.”
—DAN HEIMBROCK, president-CEO, HyperDrive Interactive