Download - A Startup's Guide to Lead Segmentation
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A STARTUP’S GUIDE TO LEAD SEGMENTATION
Ashley Minogue, Go-To-Market Strategist
Getting started with lead segmentation in one day.
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WE CAN ALL AGREE...
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NOT ALL LEADS ARE CREATED
EQUAL.
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AND THERE ARE MANY WAYS
TO SCORE & SEGMENT LEADS
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YOU PROBABLY DON’T HAVE
AN ARMY OF DATA SCIENTISTS
(OR EVEN AN ANALYST) TO
HELP OUT.
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EVEN STILL, A SIMPLE
FRAMEWORK CAN HELP YOU
GET STARTED IN JUST ONE
DAY.
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YES, ONE DAY.
LET’S GET STARTED.
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CREATE 4 LEAD SEGMENTS
BASED ON FIT &
ENGAGEMENT
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DRUM UP INTEREST TOP PRIORITY
NOT A GOOD FIT LOW TOUCH
HIGH
HIGH ENGAGEMENTLOW ENGAGEMENT
FIT
(De
mo
gra
ph
ics &
Firm
og
rap
hic
s)
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• High fit, but not engaged or showing signs of intent
• Try phone calls or off-site retargeting to win-back interest
1. DRUM UP INTEREST.
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• The ideal customer – high fit & highly engaged
• When resources are tight, this is the segment you put above the rest.
Leverage high touch campaigns.
2. TOP PRIORITY
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• Low fit (doesn’t fit target criteria) & not showing signs of intent
• Remove from funnel or nurture with automated campaigns
3. NOT A GOOD FIT
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• Lower fit, but they are showing signs of engagement
• Move them through the funnel with limited resources – automated
campaigns & self-service
4. LOW TOUCH
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NEXT, DETERMINE A SHORT
LIST OF PARAMETERS
CORRELATED WITH FIT &
ENGAGEMENT
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• # of website views
• Last website visit
• # of emails opened
• # of meaningful phone conversation
• ….
• Industry
• Company size
• Role / Level
• Location
• ….
FIT ENGAGEMENT
The Golden Rule: Start simple & iterate over time.
Draft parameters based on your hypotheses of what impacts lead quality and then validate
with opportunity creation and win-rate analyses based on ~6 months of data. Don’t have
clean data? Invest in a one-time data enrichment.
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THEN, ASSIGN POINT VALUES
FOR HIGH/MEDIUM/LOW
CRITERIA FOR EACH
PARAMETER
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HIGH (+100) MEDIUM (+50) LOW (+0)
FIT
Industry Retail, Hospitality Education, Internet All other
Company size 500+ 50-500 <50
…
ENGAGEMENT
Website visits last
last 30 days
2+ <2 None
Emails opened
last 30 days
2+ <2 None
…
FOR EXAMPLE
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PUTTING IT ALL TOGETHERRolling out lead segmentation in 5 simple steps.
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Using 6 month data set, assign determined point values per individual
lead
STEP 1
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Sum scores to determine fit & engagement score per lead & analyze
distribution of fit & engagement scores across data set
STEP 2
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Use median score as initial threshold of high vs. low fit & engagement
STEP 3
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Analyze historical win-rate for 4 segments to validate whether scores
indicate quality & fit
STEP 4
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If segmentation passes initial validation, roll-out segments (ideally
automated) & test SDR/Marketing segment-specific campaigns
STEP 5
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17%
37%
34%
12%
Drum up interest Top priority
Low touch Not a good fit
Lead Segment % of TotalBased on 6 month historical data
Lead Distribution by Fit & Engagement ScoreBased on 6 month historical data
SAMPLE OUTPUT OF LEAD SEGMENTATION ANALYSIS
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DON’T FORGET…
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1. SET UP A PLAN TO TRACK RESULTS
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2. ANALYZE IMPACT VIA REGRESSION ANALYSIS
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3. ITERATE ACCORDINGLY
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WANT MORE ON LEAD SEGMENTATION?Be sure to check out OpenView Labs.
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