Using Segmentation to Power Optimization

@GetTinderBox | @lweatherall | #ET13

@GetTinderBox | @lweatherall | #ET13 @GetTinderBox | @lweatherall | #ET13

Using Segmentation to Power Optimization Not all leads are created equal.


Meet Lauren Weatherall •  Senior Marketing Manager, TinderBox

•  Entrepreneurial, tech-savvy marketer

•  4 years marketing automation experience, now works in sales efficiency technology

•  Co-founded local networking group with 1,200+ members

•  Music festival fanatic & 15-year vegetarian



•  Web-based software solution •  Founded in 2010 •  Headquartered in Indianapolis, IN

Accelerate Your Sales. Empower Your Brand.


TinderBox is a web-based solution that empowers sales and marketing teams to eliminate inefficiencies in their sales processes.

•  Optimize content management & control your message •  Streamline the delivery & tracking of content online •  Close deals faster by collaborating with prospects

Accelerates the Time to Close.


•  Audience Segmentation - Where to Begin

•  Know Your Buyer - How to Capture Telling Data

•  The Power of Relevancy - Simple, Effective Programs

•  That’s a Wrap - Key Takeaways

B2B Marketing Session



WHY? Because people like to feel special.

Where do you begin? •  Identify Market Problems

•  Conduct Prospect Analysis

•  Create Buyer Personas

Pull the trigger! •  Experiment and Collect Data

Segmentation 101


- Peter Drucker

“The aim of marketing is to know and understand the customer so well that the product or service fits him and sells itself.”


Start with Segmentation Lists



How to capture data.

Know Your Buyer


Quick tips for successful marketing programs "  Keep it simple.

"  Listen to your buyers – see through their eyes.

"  Don’t over-communicate.

"  Timing is everything.

The Power of Relevancy


- Aberdeen Group

“Personalized emails improve click-through rates by 14%, and conversion rates by 10%.”


Drive Conversions with Relevancy


Sophisticated Segmentation The Process

BUILD

Lists

Programs

Content

LAUNCH MEASURE


EMAIL 3 31.65% open rate 2.28% unique CTR

Sophisticated Segmentation


The Measurement




Sophisticated Segmentation The Bottom-Line Impact

Close Rate

11.54% Conversion Rate

10.04%


- Gleanster

“50% of qualified leads are not ready to purchase immediately.”


Segmentation for the Sophisticated Marketer •  Not only WHO, but WHERE they are in the sales cycle

Relevancy is Key •  Today’s buyer has changed, speak to them relevantly

The Impact •  Segmentation and relevancy impact the bottom line

Key Takeaways


- Charles Darwin

“It is not the strongest of the species that survive, nor the most intelligent, but the one most responsive to change.”

Using Segmentation to Power Optimization

Business

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