INBOUND 2013 presentation by Ellie Mirman. Register for INBOUND 2014 at www.inbound.com

1. Harnessing the Power of
Segmentation for
Marketing Results
Ellie Mirman
Inbound Marketing Funnel Manager, HubSpot
#INBOUND13

2. ELLIE
MIRMAN
@ellieeille
I have a very healthy love
of beets.

3. I am not here to tell
you that segmentation
is important.

4. That would be preaching to the choir.

5. You know the data…

6. Relevant emails drive
18x
more revenue
than broadcast emails.
Jupiter Research

7. You know segmentation is the
key to better results…

8. Relevant emails drive
18x
more revenue
than broadcast emails.
Jupiter Research

9. So why am I here?

10. To tell you not to do it.
(or when not to)

11. To tell you you’re doing it wrong.
(because most marketers are)

12. And then, only then,
talk about how to do
segmentation. Right.

13. Agenda
1
2
3
When Not to Segment
Segmentation Made Sweet & Simple
Choosing a Segmentation Strategy

14. 1
When Not to Segment

15. If your segmentation
plan looks like this…

16. If your segmentation
plan looks like this…
It’s wrong.

17. It might seem fancy or
complex… or even
advanced…

18. … but it’s just
complicated.

19. … it’s a reason for you
not to do something
else.

20. Segmentation is a stalling
strategy.
@ellieeille
#inbound13

21. Done right, segmentation is great for delivering
personalized, relevant messages to individuals.

22. It’s not great for promoting a big launch,
generating buzz, and amplifying a single message.

23. Segmentation is an amplification
strategy.
@ellieeille
#inbound13

24. So what if you’re ready to deliver personalized,
relevant messages to individuals?

25. The ideal…

27. requires lots of…

28. Data

29. Content

30. People

31. So what do you do if you only have a little data, a
bit of content, a few people?

32. You do what provides
the best experience
for the customer…

33. … has the best return
on your effort…

34. … as defined by your
goals.

35. 2
Segmentation Made
Sweet & Simple

37. Identify
with
Data
Step 3
Step 2
Step 1
Choose
Segment
Align
Content

38. Segmentation
by Persona

39. Personas
Cindy the
CEO
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
•
Sam the
Sales Guy
•
•
•
•
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
•
•

40. Identifying Personas with Data
Sam the
Sales Guy
Cindy the
CEO
•
•
•
•
Role = Sales
Level = Individual Contributor
Primary Goal = New Business
Viewed Content On = prospecting best practices
•
•
•
•
Role = CEO
Level = C-Level
Company Size = 10-50 employees
Viewed Content On = scaling a sales organization

41. Aligning Content with Personas
Sam the
Sales Guy
Cindy the
CEO
•
•
•
•
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
•
•
•
•
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

42. Segmentation
by Lifecycle

43. Sales & Marketing Lifecycle
Subscriber
Lead
MQL
SQL
Opportunity
Customer

44. How to Define Your Stages
Subscriber
Lead
Opted-in to
receive
communications from
you
Bare
minimum
info/action
to send info
to sales rep
MQL
Quality lead
as agreed by
sales and
marketing,
fits best
demographic
or behavior
SQL
Opportunity
Customer
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

45. How to Define Your Stages – Example
Subscriber
Lead
MQL
SQL
Opportunity
Email
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
Customer
Paying
customer
using
software

46. Aligning Content with Lifecycle
Subscriber
Lead
MQL
SQL
Opportunity
Customer
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

47. Segmentation
by Behavior

48. Level of Engagement
Unengaged
Normal
Evangelist

49. Identifying Level of Engagement with Data
•
•
Visited the website once
Has not clicked on the last 10 emails
Normal
•
•
•
Visited the website at least twice
Downloaded one or more offers
Clicked on at least one email
Evangelist
•
•
•
Visited the website 5+ times
Downloaded 5+ offers
Overall click through rate >50%
Unengaged

50. Aligning Content with Level of Engagement
•
•
Visited the website once
Has not clicked on the last 10 emails
Normal
•
•
•
Visited the website at least twice
Downloaded one or more offers
Clicked on at least one email
Take next step
Evangelist
•
•
•
Visited the website 5+ times
Downloaded 5+ offers
Overall click through rate >50%
Share favorite
content
Unengaged
Download
most popular
offers

51. Took a Particular Action or Showed Interest
Potential MQL
Social Media
Blogging

52. Took a Particular Action or Showed Interest
Potential MQL
•
•
Visited the landing page to request a demo
Did not request a demo
Social Media
•
•
Downloaded any ebook related to social media
Has a Twitter or Facebook account
Blogging
•
•
Has a blog
Downloaded any ebook related to content creation

53. Aligning Content with Action or Interest
Potential MQL
•
•
Visited the landing page to request a demo
Did not request a demo
On-demand
demo video,
offer to call
Social Media
•
•
Downloaded any ebook related to social media
Has a Twitter or Facebook account
Offers for
social media
managers
Blogging
•
•
Has a blog
Downloaded any ebook related to
content creation
Offers for
content
creators

54. Device or Browser
iPhone
Mac Chrome
PC Firefox

55. Identifying Device or Browser with Data
Visited website from iPhone
Viewed email from iPhone
•
Visited website from Mac using Chrome
•
iPhone
•
•
Visited website from PC using Chrome
Mac Chrome
PC Firefox

56. Aligning Content with Device or Browser
Visited website from iPhone
Viewed email from iPhone
Optimized for
all devices &
browsers
•
Visited website from Mac using Chrome
Optimized for
all devices &
browsers
•
iPhone
•
•
Visited website from PC using Chrome
Optimized for
all devices &
browsers
Mac Chrome
PC Firefox

57. A peek behind the
HubSpot curtain

58. Marketers
CEOs
Sales
Start with segmentation
by persona

59. Subscriber | Lead | MQL | Opportunity | Customer
Marketers
Layer in lifecycle stage
CEOs
Sales

60. Subscriber | Lead | MQL | Opportunity | Customer
Marketers
CEOs
Sales
Marketing efforts
focused on each
quadrant

61. Subscriber | Lead | MQL | Opportunity | Customer
Marketers
CEOs
Marketing efforts
focused on each
quadrant
Sales
+ some segmentation based on specific trigger behaviors

62. The Data You Need
"
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

63. How to Get the Data
From your existing tools:
From employees:
"
"
"
"
HubSpot
CRM
Sales reps
Services/support reps
From self-identification:
From custom sources:
"
"
"
"
Landing Page Forms
Surveys
HubSpot custom events (Enterprise)
Outside data sources via API

64. Organize the Data
"
Take messy data and consolidate it into segments
Ex: conversion event = social media ebook, twitter ebook, facebook ebook
à 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?

65. 3
Choosing a Segmentation
Strategy

66. Choose an Initial Strategy
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

67. Start to Apply
Apply to quick, stand-alone efforts before big investment
In other words:
Email before workflows
CTAs before full website

68. Measure Each Segment: Click Through Rate
TIP: Use Campaigns to
easily group marketing
campaigns by segment

69. Measure Each Segment: New Leads
TIP: Use Tracking URLs
to group traffic by
segment

70. Measure Each Segment: Conversion Rates
TIP: Track each sales
cycle milestone in your
CRM

71. Why Measure Each Segment
"
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

72. Measure Your Strategy
Leads Generated by Segment
600
500
400
300
200
100
0
January
February
March
No
Segmenta?on
April
Segment
Sam
Segment
Cindy
Mary
June

73. Measure Your Strategy
Lead to Customer % by Segment
9%
8%
7%
6%
5%
4%
3%
2%
1%
0%
January
February
March
Overall
L-­‐C
%
April
Sam
L-­‐C
%
Mary
Cindy
L-­‐C
%
June

74. Measure Your Strategy
Clickthrough Rate by Workflow
14%
12%
10%
8%
6%
4%
2%
0%
Previous
Workflow
CTR
Sam
Workflow
CTR
Email
1
Email
2
Email
3
Cindy
Workflow
CTR
Average

75. Learn, Iterate, Experiment

76. What Now?
#INBOUND13

77. Segmentation can be a
powerful strategy…

78. … as long as it’s not all
you do.

79. Keep an eye on
your goals and
your customer.

80. Your To Do List

81. n
used o
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ou’re fo a single ent.
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ou’re foersonaliz
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individoals here’s w
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do:

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star tinows, CTAs ove ickly.
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85. of
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sure tht and you
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86. d
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87. THANK YOU
Harnessing the Power of Segmentation
for Marketing Results
Ellie Mirman @ellieeille
#INBOUND13