4 Best Practices for Segmentation and Targeting: How To Create Stronger Marketing Campaigns With Better Data
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Sean Crowley outlines four best practices for effective segmentation and targeting in marketing: understanding what makes your offerings unique, identifying your ideal customer profile, developing key personas, and leveraging behavioral triggers to enhance the buying journey. Quality data is crucial, as organizations often struggle with data completeness and integration. The recommendations emphasize using relevant content and technology to create more personalized marketing campaigns.
4 Best Practices for Segmentation and Targeting: How To Create Stronger Marketing Campaigns With Better Data
- 3. #C2C16 Best Practice #1: Know what makes you different § What makes you unique? § Align offerings to each intended audience § Use content strategy to educate rather than sell § Map content to each stage in your buyer's journey You’ll gain the respect and attention of your target buyers by serving up helpful and relevant content at key points along their journey.
- 5. #C2C16 Best Practice #3: Dig deep to understand target personas § Know who your decision makers are § Build personas for all key influencers § Conduct interviews/focus groups § Speak to customers and non- customers
- 6. #C2C16 Best Practice #4: Leverage behavioral “triggers” to accelerate they buyer’s journey § Use MarTech to gather behavioral intelligence § Drive future demand gen communications based on behavioral triggers § Share intelligence with sales to drive better conversations § Map future content development & strategy based on these behaviors
- 7. #C2C16 240MBusinesses 42M+B2B Contacts 5 MDaily Updates 30KSources For more than 175 years we have been helping business grow their most valuable relationships by uncovering truth and meaning from data.
- 9. #C2C16 So then, “What is better data?” Better data requires a continuous focus on capturing, integrating, and managingkey data elements § Geographic § Firmographic § Demographic § Behavioral
- 10. #C2C16 Use our Segmentation & Targeting Workbook to guide your efforts § Stand out by identifying and documenting key differentiators § Define your target market and decision makers § Develop target personas to make content more relevant § Leverage behavioral data to accelerate the buyer’s journey
- 12. ThankYou
- 13. #C2C16