Many smaller businesses treat all contacts within their database as equal, sending emails and communications with the same tone, messaging and calls to action to everyone in their list.
Segment Marketing is the practice of splitting all of your contacts into logical chunks, automatically, which in turn allows you to send the right message to the right people with a call to action that is specifically designed for them.
Imagine, for example, splitting your Salesformics Leads and Accounts into the following logical ‘lifecycle’ Segments:
- Recently Created Leads
- Long Term Leads
- New Accounts
- Accounts with Opportunities
- Accounts that haven’t been contacted in 30 days
- New customers
- Long-term customers
Now imagine having further Segments based on their industry, their interest in your products or services, their business needs or whether they have attended one of your presentations or met you in person.
Your messaging and communications can now reflect the contact’s relationship with your business and target their particular wants and needs, helping you to sell more and react better.
Marketing of this kind has been practiced by larger companies and corporations for many years, but the tools they use to split data in an automated way have been out of reach to smaller businesses due to the high cost and complexity.
Through Segment Marketing with Salesformics, sales organisations of all sizes can enjoy higher revenues, more engaged customers and better cross-sell and up-sell opportunities.
Salesformics allows you to create Segments automatically so that whenever a contact moves from one stage of their relationship with you to the next, they will always receive the most relevant of communications from you. This is not only good for you; your Leads, Accounts and Customers prefer to be spoken to in the right tone of voice and with information that is relevant to them.
In addition to segmenting the data based on geography, domain names, Opportunity Stages and other key data, Salesformics allows you to Segment based on how you’ve tagged your Leads and Accounts. Tags are free-form in Salesformics; you can tag data however you like and for any reason.
This means that you can decide what segments are important to you and your business. Examples include:
- Demographic segments – business size, revenue, industry, publicly/privately held etc.
- Psychographic segments – attitudes, values, lifestyles etc.
- Behavioural segments – degree of loyalty, attendance of events etc.
- Product/service segments – products interested in, products bought, services used etc.
- Needs-based segments – company challenges, usage behaviour etc.
Because tags can be added as part of a marketing automation Workflow, Leads and Accounts can flow seamlessly from one Segment to another as part of their interaction with you and your business. A customer downloading your white paper, for example, could be tagged as such and therefore move into another segment where the messaging changes to reference that white paper.
Salesformics includes a simple point-and-click Segment creator that allows you to set up automatically updated Segments within your data, which in turn allows you to communicate with every Lead, Account, Customer and Opportunity in the right way with the right messages and even at the right time, bringing Segment Marketing to the masses for the first time.
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