![Page 1: #INBOUND13 - Harnessing the Power of Segmentation for Marketing Results](https://reader033.vdocuments.net/reader033/viewer/2022060109/555347f4b4c90503618b4cff/html5/thumbnails/1.jpg)
#inbound13
Harnessing the Power of Segmentation for Marketing Results
Ellie Mirman
Inbound Marketing Funnel Manager, HubSpot
![Page 2: #INBOUND13 - Harnessing the Power of Segmentation for Marketing Results](https://reader033.vdocuments.net/reader033/viewer/2022060109/555347f4b4c90503618b4cff/html5/thumbnails/2.jpg)
I have a very healthy love of beets.
@ellieeille
ELLIE MIRMAN
![Page 3: #INBOUND13 - Harnessing the Power of Segmentation for Marketing Results](https://reader033.vdocuments.net/reader033/viewer/2022060109/555347f4b4c90503618b4cff/html5/thumbnails/3.jpg)
I am not here to tell you that segmentation is important.
![Page 4: #INBOUND13 - Harnessing the Power of Segmentation for Marketing Results](https://reader033.vdocuments.net/reader033/viewer/2022060109/555347f4b4c90503618b4cff/html5/thumbnails/4.jpg)
That would be preaching to the choir.
![Page 5: #INBOUND13 - Harnessing the Power of Segmentation for Marketing Results](https://reader033.vdocuments.net/reader033/viewer/2022060109/555347f4b4c90503618b4cff/html5/thumbnails/5.jpg)
You know the data…
![Page 6: #INBOUND13 - Harnessing the Power of Segmentation for Marketing Results](https://reader033.vdocuments.net/reader033/viewer/2022060109/555347f4b4c90503618b4cff/html5/thumbnails/6.jpg)
Relevant emails drive
18x more revenue
than broadcast emails.
Jupiter Research
![Page 7: #INBOUND13 - Harnessing the Power of Segmentation for Marketing Results](https://reader033.vdocuments.net/reader033/viewer/2022060109/555347f4b4c90503618b4cff/html5/thumbnails/7.jpg)
You know segmentation is the
key to better results…
![Page 8: #INBOUND13 - Harnessing the Power of Segmentation for Marketing Results](https://reader033.vdocuments.net/reader033/viewer/2022060109/555347f4b4c90503618b4cff/html5/thumbnails/8.jpg)
Relevant emails drive
18x more revenue
than broadcast emails.
Jupiter Research
![Page 9: #INBOUND13 - Harnessing the Power of Segmentation for Marketing Results](https://reader033.vdocuments.net/reader033/viewer/2022060109/555347f4b4c90503618b4cff/html5/thumbnails/9.jpg)
So why am I here?
![Page 10: #INBOUND13 - Harnessing the Power of Segmentation for Marketing Results](https://reader033.vdocuments.net/reader033/viewer/2022060109/555347f4b4c90503618b4cff/html5/thumbnails/10.jpg)
To tell you not to do it.
(or when not to)
![Page 11: #INBOUND13 - Harnessing the Power of Segmentation for Marketing Results](https://reader033.vdocuments.net/reader033/viewer/2022060109/555347f4b4c90503618b4cff/html5/thumbnails/11.jpg)
To tell you you’re doing it wrong.
(because most marketers are)
![Page 12: #INBOUND13 - Harnessing the Power of Segmentation for Marketing Results](https://reader033.vdocuments.net/reader033/viewer/2022060109/555347f4b4c90503618b4cff/html5/thumbnails/12.jpg)
And then, only then,
talk about how to do segmentation. Right.
![Page 13: #INBOUND13 - Harnessing the Power of Segmentation for Marketing Results](https://reader033.vdocuments.net/reader033/viewer/2022060109/555347f4b4c90503618b4cff/html5/thumbnails/13.jpg)
1 When Not to Segment
2 Segmentation Made Sweet & Simple
3 Choosing a Segmentation Strategy
Agenda
![Page 14: #INBOUND13 - Harnessing the Power of Segmentation for Marketing Results](https://reader033.vdocuments.net/reader033/viewer/2022060109/555347f4b4c90503618b4cff/html5/thumbnails/14.jpg)
1 When Not to Segment
![Page 15: #INBOUND13 - Harnessing the Power of Segmentation for Marketing Results](https://reader033.vdocuments.net/reader033/viewer/2022060109/555347f4b4c90503618b4cff/html5/thumbnails/15.jpg)
If your segmentation plan looks like this…
![Page 16: #INBOUND13 - Harnessing the Power of Segmentation for Marketing Results](https://reader033.vdocuments.net/reader033/viewer/2022060109/555347f4b4c90503618b4cff/html5/thumbnails/16.jpg)
If your segmentation plan looks like this… It’s wrong.
![Page 17: #INBOUND13 - Harnessing the Power of Segmentation for Marketing Results](https://reader033.vdocuments.net/reader033/viewer/2022060109/555347f4b4c90503618b4cff/html5/thumbnails/17.jpg)
It might seem fancy or complex… or even advanced…
![Page 18: #INBOUND13 - Harnessing the Power of Segmentation for Marketing Results](https://reader033.vdocuments.net/reader033/viewer/2022060109/555347f4b4c90503618b4cff/html5/thumbnails/18.jpg)
… but it’s just complicated.
![Page 19: #INBOUND13 - Harnessing the Power of Segmentation for Marketing Results](https://reader033.vdocuments.net/reader033/viewer/2022060109/555347f4b4c90503618b4cff/html5/thumbnails/19.jpg)
… it’s a reason for you not to do something else.
![Page 20: #INBOUND13 - Harnessing the Power of Segmentation for Marketing Results](https://reader033.vdocuments.net/reader033/viewer/2022060109/555347f4b4c90503618b4cff/html5/thumbnails/20.jpg)
Segmentation is a stalling strategy.
@ellieeille #inbound13
![Page 21: #INBOUND13 - Harnessing the Power of Segmentation for Marketing Results](https://reader033.vdocuments.net/reader033/viewer/2022060109/555347f4b4c90503618b4cff/html5/thumbnails/21.jpg)
Done right, segmentation is great for delivering personalized, relevant messages to individuals.
![Page 22: #INBOUND13 - Harnessing the Power of Segmentation for Marketing Results](https://reader033.vdocuments.net/reader033/viewer/2022060109/555347f4b4c90503618b4cff/html5/thumbnails/22.jpg)
It’s not great for promoting a big launch, generating buzz, and amplifying a single message.
![Page 23: #INBOUND13 - Harnessing the Power of Segmentation for Marketing Results](https://reader033.vdocuments.net/reader033/viewer/2022060109/555347f4b4c90503618b4cff/html5/thumbnails/23.jpg)
Segmentation is an amplification strategy.
@ellieeille #inbound13
![Page 24: #INBOUND13 - Harnessing the Power of Segmentation for Marketing Results](https://reader033.vdocuments.net/reader033/viewer/2022060109/555347f4b4c90503618b4cff/html5/thumbnails/24.jpg)
So what if you’re ready to deliver personalized, relevant messages to individuals?
![Page 25: #INBOUND13 - Harnessing the Power of Segmentation for Marketing Results](https://reader033.vdocuments.net/reader033/viewer/2022060109/555347f4b4c90503618b4cff/html5/thumbnails/25.jpg)
The ideal…
![Page 26: #INBOUND13 - Harnessing the Power of Segmentation for Marketing Results](https://reader033.vdocuments.net/reader033/viewer/2022060109/555347f4b4c90503618b4cff/html5/thumbnails/26.jpg)
![Page 27: #INBOUND13 - Harnessing the Power of Segmentation for Marketing Results](https://reader033.vdocuments.net/reader033/viewer/2022060109/555347f4b4c90503618b4cff/html5/thumbnails/27.jpg)
requires lots of…
![Page 28: #INBOUND13 - Harnessing the Power of Segmentation for Marketing Results](https://reader033.vdocuments.net/reader033/viewer/2022060109/555347f4b4c90503618b4cff/html5/thumbnails/28.jpg)
Data
![Page 29: #INBOUND13 - Harnessing the Power of Segmentation for Marketing Results](https://reader033.vdocuments.net/reader033/viewer/2022060109/555347f4b4c90503618b4cff/html5/thumbnails/29.jpg)
Content
![Page 30: #INBOUND13 - Harnessing the Power of Segmentation for Marketing Results](https://reader033.vdocuments.net/reader033/viewer/2022060109/555347f4b4c90503618b4cff/html5/thumbnails/30.jpg)
People
![Page 31: #INBOUND13 - Harnessing the Power of Segmentation for Marketing Results](https://reader033.vdocuments.net/reader033/viewer/2022060109/555347f4b4c90503618b4cff/html5/thumbnails/31.jpg)
So what do you do if you only have a little data, a bit of content, a few people?
![Page 32: #INBOUND13 - Harnessing the Power of Segmentation for Marketing Results](https://reader033.vdocuments.net/reader033/viewer/2022060109/555347f4b4c90503618b4cff/html5/thumbnails/32.jpg)
You do what provides
the best experience
for the customer…
![Page 33: #INBOUND13 - Harnessing the Power of Segmentation for Marketing Results](https://reader033.vdocuments.net/reader033/viewer/2022060109/555347f4b4c90503618b4cff/html5/thumbnails/33.jpg)
… has the best return
on your effort…
![Page 34: #INBOUND13 - Harnessing the Power of Segmentation for Marketing Results](https://reader033.vdocuments.net/reader033/viewer/2022060109/555347f4b4c90503618b4cff/html5/thumbnails/34.jpg)
… as defined by your
goals.
![Page 35: #INBOUND13 - Harnessing the Power of Segmentation for Marketing Results](https://reader033.vdocuments.net/reader033/viewer/2022060109/555347f4b4c90503618b4cff/html5/thumbnails/35.jpg)
2 Segmentation Made
Sweet & Simple
![Page 36: #INBOUND13 - Harnessing the Power of Segmentation for Marketing Results](https://reader033.vdocuments.net/reader033/viewer/2022060109/555347f4b4c90503618b4cff/html5/thumbnails/36.jpg)
![Page 37: #INBOUND13 - Harnessing the Power of Segmentation for Marketing Results](https://reader033.vdocuments.net/reader033/viewer/2022060109/555347f4b4c90503618b4cff/html5/thumbnails/37.jpg)
Ste
p 1
Choose Segment S
tep
2
Identify with Data
Ste
p 3
Align Content
![Page 38: #INBOUND13 - Harnessing the Power of Segmentation for Marketing Results](https://reader033.vdocuments.net/reader033/viewer/2022060109/555347f4b4c90503618b4cff/html5/thumbnails/38.jpg)
Segmentation by Persona
![Page 39: #INBOUND13 - Harnessing the Power of Segmentation for Marketing Results](https://reader033.vdocuments.net/reader033/viewer/2022060109/555347f4b4c90503618b4cff/html5/thumbnails/39.jpg)
• Sales account executive early in his career – 4 years on the job
• Competitive, loves aggressive goals others think he can’t hit
• Eager to learn new things and experiment with new strategies
• Primary goal is to (over-)achieve his quarterly quota by bringing
in new business
Personas
Sam the
Sales Guy
Cindy the
CEO
• Started her career in sales over a decade ago and worked her
way up through the management track
• Stayed in the industry but started her own venture and has
grown it to 15-25 people
• Primary goal is to keep the business growing and keeping
customers satisfied
![Page 40: #INBOUND13 - Harnessing the Power of Segmentation for Marketing Results](https://reader033.vdocuments.net/reader033/viewer/2022060109/555347f4b4c90503618b4cff/html5/thumbnails/40.jpg)
• Role = Sales
• Level = Individual Contributor
• Primary Goal = New Business
• Viewed Content On = prospecting best practices
Identifying Personas with Data
Sam the
Sales Guy
Cindy the
CEO
• Role = CEO
• Level = C-Level
• Company Size = 10-50 employees
• Viewed Content On = scaling a sales organization
![Page 41: #INBOUND13 - Harnessing the Power of Segmentation for Marketing Results](https://reader033.vdocuments.net/reader033/viewer/2022060109/555347f4b4c90503618b4cff/html5/thumbnails/41.jpg)
• Offer: Pre-made email templates
• Nurturing Series: Tips on connecting with prospects
• Call to action: Try free tools for sales reps
• Sales focus: Quick wins to help you do your job easier
Aligning Content with Personas
Sam the
Sales Guy
Cindy the
CEO
• Offer: How to Align Sales & Marketing ebook
• Nurturing Series: New data on sales efficiency
• Call to action: Free benchmark analysis
• Sales focus: Making your team more efficient
![Page 42: #INBOUND13 - Harnessing the Power of Segmentation for Marketing Results](https://reader033.vdocuments.net/reader033/viewer/2022060109/555347f4b4c90503618b4cff/html5/thumbnails/42.jpg)
Segmentation by Lifecycle
![Page 43: #INBOUND13 - Harnessing the Power of Segmentation for Marketing Results](https://reader033.vdocuments.net/reader033/viewer/2022060109/555347f4b4c90503618b4cff/html5/thumbnails/43.jpg)
Customer Opportunity SQL MQL Lead Subscriber
Sales & Marketing Lifecycle
![Page 44: #INBOUND13 - Harnessing the Power of Segmentation for Marketing Results](https://reader033.vdocuments.net/reader033/viewer/2022060109/555347f4b4c90503618b4cff/html5/thumbnails/44.jpg)
Customer Opportunity SQL MQL Lead Subscriber
How to Define Your Stages
Opted-in to
receive
communica-
tions from
you
Bare
minimum
info/action
to send info
to sales rep
Quality lead
as agreed by
sales and
marketing,
fits best
demographic
or behavior
Sales has
followed up
and
confirmed to
be a quality
lead
Potential
sale being
managed by
sales rep
Someone
paying for
your
products or
services
![Page 45: #INBOUND13 - Harnessing the Power of Segmentation for Marketing Results](https://reader033.vdocuments.net/reader033/viewer/2022060109/555347f4b4c90503618b4cff/html5/thumbnails/45.jpg)
Customer Opportunity SQL MQL Lead Subscriber
How to Define Your Stages – Example
address only
Phone,
email, name,
company,
role info
collected
and sent to
CRM
Requested a
demo,
started a
trial,
downloaded
3+ offers
Sales rep
has followed
up
Had at least
an initial call
with a sales
rep –
assessment
and/or demo
Paying
customer
using
software
![Page 46: #INBOUND13 - Harnessing the Power of Segmentation for Marketing Results](https://reader033.vdocuments.net/reader033/viewer/2022060109/555347f4b4c90503618b4cff/html5/thumbnails/46.jpg)
Customer Opportunity SQL MQL Lead Subscriber
Aligning Content with Lifecycle
Weekly email
with top new
content
Phone call to
set initial
sales call,
nurturing to
educate
Schedule
demo or trial
review (sales
call)
Nurturing to
share
product info
Nurturing to
share
customer
success
Notices of
new product
features and
training
![Page 47: #INBOUND13 - Harnessing the Power of Segmentation for Marketing Results](https://reader033.vdocuments.net/reader033/viewer/2022060109/555347f4b4c90503618b4cff/html5/thumbnails/47.jpg)
Segmentation by Behavior
![Page 48: #INBOUND13 - Harnessing the Power of Segmentation for Marketing Results](https://reader033.vdocuments.net/reader033/viewer/2022060109/555347f4b4c90503618b4cff/html5/thumbnails/48.jpg)
Level of Engagement
Unengaged
Normal
Evangelist
![Page 49: #INBOUND13 - Harnessing the Power of Segmentation for Marketing Results](https://reader033.vdocuments.net/reader033/viewer/2022060109/555347f4b4c90503618b4cff/html5/thumbnails/49.jpg)
Identifying Level of Engagement with Data
• Visited the website once
• Has not clicked on the last 10 emails Unengaged
Normal
Evangelist
• Visited the website at least twice
• Downloaded one or more offers
• Clicked on at least one email
• Visited the website 5+ times
• Downloaded 5+ offers
• Overall click through rate >50%
![Page 50: #INBOUND13 - Harnessing the Power of Segmentation for Marketing Results](https://reader033.vdocuments.net/reader033/viewer/2022060109/555347f4b4c90503618b4cff/html5/thumbnails/50.jpg)
Aligning Content with Level of Engagement
• Visited the website once
• Has not clicked on the last 10 emails Unengaged
Normal
Evangelist
• Visited the website at least twice
• Downloaded one or more offers
• Clicked on at least one email
• Visited the website 5+ times
• Downloaded 5+ offers
• Overall click through rate >50%
Download
most popular
offers
Take next
step
Share favorite
content
![Page 51: #INBOUND13 - Harnessing the Power of Segmentation for Marketing Results](https://reader033.vdocuments.net/reader033/viewer/2022060109/555347f4b4c90503618b4cff/html5/thumbnails/51.jpg)
Took a Particular Action or Showed Interest
Potential MQL
Social Media
Blogging
![Page 52: #INBOUND13 - Harnessing the Power of Segmentation for Marketing Results](https://reader033.vdocuments.net/reader033/viewer/2022060109/555347f4b4c90503618b4cff/html5/thumbnails/52.jpg)
Took a Particular Action or Showed Interest
• Visited the landing page to request a demo
• Did not request a demo Potential MQL
Social Media
Blogging
• Downloaded any ebook related to social media
• Has a Twitter or Facebook account
• Has a blog
• Downloaded any ebook related to content creation
![Page 53: #INBOUND13 - Harnessing the Power of Segmentation for Marketing Results](https://reader033.vdocuments.net/reader033/viewer/2022060109/555347f4b4c90503618b4cff/html5/thumbnails/53.jpg)
Aligning Content with Action or Interest
• Visited the landing page to request a demo
• Did not request a demo Potential MQL
Social Media
Blogging
• Downloaded any ebook related to social media
• Has a Twitter or Facebook account
• Has a blog
• Downloaded any ebook related to
content creation
On-demand
demo video,
offer to call
Offers for
social media
managers
Offers for
content
creators
![Page 54: #INBOUND13 - Harnessing the Power of Segmentation for Marketing Results](https://reader033.vdocuments.net/reader033/viewer/2022060109/555347f4b4c90503618b4cff/html5/thumbnails/54.jpg)
Device or Browser
iPhone
Mac Chrome
PC Firefox
![Page 55: #INBOUND13 - Harnessing the Power of Segmentation for Marketing Results](https://reader033.vdocuments.net/reader033/viewer/2022060109/555347f4b4c90503618b4cff/html5/thumbnails/55.jpg)
Identifying Device or Browser with Data
• Visited website from iPhone
• Viewed email from iPhone iPhone
Mac Chrome
PC Firefox
• Visited website from Mac using Chrome
• Visited website from PC using Chrome
![Page 56: #INBOUND13 - Harnessing the Power of Segmentation for Marketing Results](https://reader033.vdocuments.net/reader033/viewer/2022060109/555347f4b4c90503618b4cff/html5/thumbnails/56.jpg)
Aligning Content with Device or Browser
• Visited website from iPhone
• Viewed email from iPhone iPhone
Mac Chrome
PC Firefox
• Visited website from Mac using Chrome
• Visited website from PC using Chrome
Optimized for
all devices &
browsers
Optimized for
all devices &
browsers
Optimized for
all devices &
browsers
![Page 57: #INBOUND13 - Harnessing the Power of Segmentation for Marketing Results](https://reader033.vdocuments.net/reader033/viewer/2022060109/555347f4b4c90503618b4cff/html5/thumbnails/57.jpg)
A peek behind the HubSpot curtain
![Page 58: #INBOUND13 - Harnessing the Power of Segmentation for Marketing Results](https://reader033.vdocuments.net/reader033/viewer/2022060109/555347f4b4c90503618b4cff/html5/thumbnails/58.jpg)
Marketers
CEOs
Sales
Start with segmentation
by persona
![Page 59: #INBOUND13 - Harnessing the Power of Segmentation for Marketing Results](https://reader033.vdocuments.net/reader033/viewer/2022060109/555347f4b4c90503618b4cff/html5/thumbnails/59.jpg)
Marketers
CEOs
Sales
Layer in lifecycle stage
Subscriber | Lead | MQL | Opportunity | Customer
![Page 60: #INBOUND13 - Harnessing the Power of Segmentation for Marketing Results](https://reader033.vdocuments.net/reader033/viewer/2022060109/555347f4b4c90503618b4cff/html5/thumbnails/60.jpg)
Marketers
CEOs
Sales
Subscriber | Lead | MQL | Opportunity | Customer
Marketing efforts
focused on each
quadrant
![Page 61: #INBOUND13 - Harnessing the Power of Segmentation for Marketing Results](https://reader033.vdocuments.net/reader033/viewer/2022060109/555347f4b4c90503618b4cff/html5/thumbnails/61.jpg)
Marketers
CEOs
Sales
Subscriber | Lead | MQL | Opportunity | Customer
Marketing efforts
focused on each
quadrant
+ some segmentation based on specific trigger behaviors
![Page 62: #INBOUND13 - Harnessing the Power of Segmentation for Marketing Results](https://reader033.vdocuments.net/reader033/viewer/2022060109/555347f4b4c90503618b4cff/html5/thumbnails/62.jpg)
Demographic data – who they are and where they come from
Behavioral data – what they do on your website, social media, email marketing
Access data – how they consume your content
Engagement data – who they talked to, when, and how often
The Data You Need
![Page 63: #INBOUND13 - Harnessing the Power of Segmentation for Marketing Results](https://reader033.vdocuments.net/reader033/viewer/2022060109/555347f4b4c90503618b4cff/html5/thumbnails/63.jpg)
From your existing tools:
HubSpot
CRM
From self-identification:
Landing Page Forms
Surveys
How to Get the Data
From employees:
Sales reps
Services/support reps
From custom sources:
HubSpot custom events (Enterprise)
Outside data sources via API
![Page 64: #INBOUND13 - Harnessing the Power of Segmentation for Marketing Results](https://reader033.vdocuments.net/reader033/viewer/2022060109/555347f4b4c90503618b4cff/html5/thumbnails/64.jpg)
Take messy data and consolidate it into segments
Ex: conversion event = social media ebook, twitter ebook, facebook ebook
topic of conversion event = social media
Make it easy to fill in missing data
Ex: all “goal” questions clustered together
Gain insight into size of segments
Ex: how many leads have <10 employees vs. more than 1,000?
Measure results by segment
Ex: which segment drives more leads – VAR or Enterprise?
Organize the Data
![Page 65: #INBOUND13 - Harnessing the Power of Segmentation for Marketing Results](https://reader033.vdocuments.net/reader033/viewer/2022060109/555347f4b4c90503618b4cff/html5/thumbnails/65.jpg)
3 Choosing a Segmentation Strategy
![Page 66: #INBOUND13 - Harnessing the Power of Segmentation for Marketing Results](https://reader033.vdocuments.net/reader033/viewer/2022060109/555347f4b4c90503618b4cff/html5/thumbnails/66.jpg)
Start with concrete data over interpretative data
– Concrete data = black and white facts (demographic data, products purchased)
– Interpretative data = judgments based on behavior or other indirect data (interested
in social media, primary goal/challenge)
Create up to 4 segments
– Consider how many distinct personas you have, how different the lifecycle stages are,
if you have key behaviors that distinguish parts of your database, and how large each
segment will be
– Ex: Sam Lead, Sam SQL, Cindy Lead, Cindy SQL
– Exclude one segment from another if necessary
Choose an Initial Strategy
![Page 67: #INBOUND13 - Harnessing the Power of Segmentation for Marketing Results](https://reader033.vdocuments.net/reader033/viewer/2022060109/555347f4b4c90503618b4cff/html5/thumbnails/67.jpg)
Apply to quick, stand-alone efforts before big investment
In other words:
Email before workflows
CTAs before full website
Start to Apply
![Page 68: #INBOUND13 - Harnessing the Power of Segmentation for Marketing Results](https://reader033.vdocuments.net/reader033/viewer/2022060109/555347f4b4c90503618b4cff/html5/thumbnails/68.jpg)
Measure Each Segment: Click Through Rate
TIP: Use Campaigns to
easily group marketing
campaigns by segment
![Page 69: #INBOUND13 - Harnessing the Power of Segmentation for Marketing Results](https://reader033.vdocuments.net/reader033/viewer/2022060109/555347f4b4c90503618b4cff/html5/thumbnails/69.jpg)
Measure Each Segment: New Leads
TIP: Use Tracking URLs
to group traffic by
segment
![Page 70: #INBOUND13 - Harnessing the Power of Segmentation for Marketing Results](https://reader033.vdocuments.net/reader033/viewer/2022060109/555347f4b4c90503618b4cff/html5/thumbnails/70.jpg)
Measure Each Segment: Conversion Rates
TIP: Track each sales
cycle milestone in your
CRM
![Page 71: #INBOUND13 - Harnessing the Power of Segmentation for Marketing Results](https://reader033.vdocuments.net/reader033/viewer/2022060109/555347f4b4c90503618b4cff/html5/thumbnails/71.jpg)
Understand engagement of each segment separately
Test more content and apply learnings to other segments
Identify less productive segments for a/b testing
Identify most engaged segments for sharing /growing reach
Why Measure Each Segment
![Page 72: #INBOUND13 - Harnessing the Power of Segmentation for Marketing Results](https://reader033.vdocuments.net/reader033/viewer/2022060109/555347f4b4c90503618b4cff/html5/thumbnails/72.jpg)
Measure Your Strategy
0
100
200
300
400
500
600
January February March April Mary June
Leads Generated by Segment
No Segmentation Segment Sam Segment Cindy
![Page 73: #INBOUND13 - Harnessing the Power of Segmentation for Marketing Results](https://reader033.vdocuments.net/reader033/viewer/2022060109/555347f4b4c90503618b4cff/html5/thumbnails/73.jpg)
Measure Your Strategy
0%
1%
2%
3%
4%
5%
6%
7%
8%
9%
January February March April Mary June
Lead to Customer % by Segment
Overall L-C % Sam L-C % Cindy L-C %
![Page 74: #INBOUND13 - Harnessing the Power of Segmentation for Marketing Results](https://reader033.vdocuments.net/reader033/viewer/2022060109/555347f4b4c90503618b4cff/html5/thumbnails/74.jpg)
Measure Your Strategy
0%
2%
4%
6%
8%
10%
12%
14%
Previous Workflow CTR Sam Workflow CTR Cindy Workflow CTR
Clickthrough Rate by Workflow
Email 1 Email 2 Email 3 Average
![Page 75: #INBOUND13 - Harnessing the Power of Segmentation for Marketing Results](https://reader033.vdocuments.net/reader033/viewer/2022060109/555347f4b4c90503618b4cff/html5/thumbnails/75.jpg)
Learn, Iterate, Experiment
![Page 76: #INBOUND13 - Harnessing the Power of Segmentation for Marketing Results](https://reader033.vdocuments.net/reader033/viewer/2022060109/555347f4b4c90503618b4cff/html5/thumbnails/76.jpg)
#inbound2013
What Now?
![Page 77: #INBOUND13 - Harnessing the Power of Segmentation for Marketing Results](https://reader033.vdocuments.net/reader033/viewer/2022060109/555347f4b4c90503618b4cff/html5/thumbnails/77.jpg)
Segmentation can be a powerful strategy…
![Page 78: #INBOUND13 - Harnessing the Power of Segmentation for Marketing Results](https://reader033.vdocuments.net/reader033/viewer/2022060109/555347f4b4c90503618b4cff/html5/thumbnails/78.jpg)
… as long as it’s not all you do.
![Page 79: #INBOUND13 - Harnessing the Power of Segmentation for Marketing Results](https://reader033.vdocuments.net/reader033/viewer/2022060109/555347f4b4c90503618b4cff/html5/thumbnails/79.jpg)
Keep an eye on your goals and your customer.
![Page 80: #INBOUND13 - Harnessing the Power of Segmentation for Marketing Results](https://reader033.vdocuments.net/reader033/viewer/2022060109/555347f4b4c90503618b4cff/html5/thumbnails/80.jpg)
Your To Do List
![Page 81: #INBOUND13 - Harnessing the Power of Segmentation for Marketing Results](https://reader033.vdocuments.net/reader033/viewer/2022060109/555347f4b4c90503618b4cff/html5/thumbnails/81.jpg)
![Page 82: #INBOUND13 - Harnessing the Power of Segmentation for Marketing Results](https://reader033.vdocuments.net/reader033/viewer/2022060109/555347f4b4c90503618b4cff/html5/thumbnails/82.jpg)
![Page 83: #INBOUND13 - Harnessing the Power of Segmentation for Marketing Results](https://reader033.vdocuments.net/reader033/viewer/2022060109/555347f4b4c90503618b4cff/html5/thumbnails/83.jpg)
![Page 84: #INBOUND13 - Harnessing the Power of Segmentation for Marketing Results](https://reader033.vdocuments.net/reader033/viewer/2022060109/555347f4b4c90503618b4cff/html5/thumbnails/84.jpg)
![Page 85: #INBOUND13 - Harnessing the Power of Segmentation for Marketing Results](https://reader033.vdocuments.net/reader033/viewer/2022060109/555347f4b4c90503618b4cff/html5/thumbnails/85.jpg)
![Page 86: #INBOUND13 - Harnessing the Power of Segmentation for Marketing Results](https://reader033.vdocuments.net/reader033/viewer/2022060109/555347f4b4c90503618b4cff/html5/thumbnails/86.jpg)
![Page 87: #INBOUND13 - Harnessing the Power of Segmentation for Marketing Results](https://reader033.vdocuments.net/reader033/viewer/2022060109/555347f4b4c90503618b4cff/html5/thumbnails/87.jpg)
THANK YOU
Harnessing the Power of Segmentation
for Marketing Results
Ellie Mirman @ellieeille
#inbound13