Melina Pereda
Feb 25, 22 | 7 min read
lead segmentation
Reading time: 5 minutes
Maximizing the results of a campaign by minimizing the use of resources: this is usually a complex challenge to achieve, especially if the company does not have effective lead segmentation .
Generally speaking, when we segment potential clients in Digital Marketing , we can reach a considerable number of users by personalizing the solutions, proposals and online dynamics . As a result, we can increase the probability of converting them into clients and perhaps, gain their loyalty.
That said, it is clear that it is not enough to have a database full of names if a good part of them are not interested in advancing in the journey to finally become a promoter of the brand, recommending it to their network of contacts.
So, to take advantage of this base and conver tunisia email list as many people as possible, it is essential to interact with the audience, as well as educate and guide them throughout their journey until they are ready to buy.
But how can we help leads navigate this journey in a way that is smooth and meets their goals?
The answer is simple: by understanding what stage of purchase they are in, in particular, in order to send them the right message and the information they need to continue progressing. Hence the importance of segmenting them!
Get detailed and complete information about lead segmentation by reading our content until the end.
Don't stop!
Learn the essence of lead segmentation
Why is it so important to segment the lead base?
Examples according to the types of segmentation
Step by step to segment your target audience
This is as far as we go!
Learn the essence of lead segmentation
One of the biggest challenges for marketing teams is to attract and delight buyer personas so that they feel comfortable enough to purchase the brand's solutions and create an ever-stronger bond.
In fact, to establish a relationship of interest and generate more and more people approaching the company as soon as they detect a consumer need, it is essential to personalize communication.
This includes offering valuable information to the audience and properly separating potential customers from leads who are not interested in closing deals with the company or simply understand that your products or services cannot take away a certain consumer demand.
Taking this aspect into account, we can say that lead segmentation is a process that allows us to identify which individuals are open to purchasing the business's solutions and building brand loyalty, considering key points such as customer experience and the quality of its products and/or services marketed .
Technically speaking, and from the perspective of Inbound Marketing , segmentation consists of a filter that allows leads to be selected from the contact database, taking into account specific data and characteristics. These aspects make it possible to structure communication and marketing strategies in favour of a good connection between the brand and people.
To do this, we need to focus on the stage of the sales funnel in which the target group is located, as well as the needs they present.
Why is it so important to segment the lead base?
As marketing professionals , we know that it is not feasible to plan and implement an individual marketing strategy that meets the needs and adjusts its tone of voice according to the particularities of each consumer.
Due to the impossibility of adapting strategies individually, the need arises to divide the corporate public into groups taking into account the characteristics and common pain points.
When we have the right resources, we can find each of these groups within the contact base by classifying them taking into account filters such as geographic location, behaviors, professional experiences, among other aspects that may be useful for structuring more efficient sales and marketing strategies.
Would you like to learn more about marketing and sales strategies? Read the following articles carefully:
4 Marketing Automation Planning Tips to Organize Your Strategy
What is the Long Tail in Marketing and how does it affect your strategy?
What is webrooming and how can it help your marketing and sales strategy?
All right! After this brief parenthesis, we get right into the most relevant benefits of prioritizing market segmentation:
Guide the distribution of your actions
In the field of marketing, if you try to sell the solutions that your company sells to the whole world, it is very likely that you will not sell anything at all or, with a lot of luck, you will sell just a few units or sign a few contracts. But, ultimately, in a globalized world and a very competitive market, relying on chance is not the best option, right?
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By segmenting, you can target your content, campaigns, and solutions to the right leads at the right time.
So, contrary to trying to embrace the world and reach the entire market, it is advisable to direct your efforts towards a specific group of individuals. In this sense, we must recognize that the quality of the base and the segmentation play an essential role in defining valuable and efficient strategies.
