Segmenting your audience is critical in today’s highly competitive environment. No longer is one generic message adequate to get prospects to engage with you. The right message to the right person, at the right time can have big returns in increased sales and conversions.Prospects can be segmented in many ways, but a very simple segmentation strategy could involve classifying your prospects by one or more of the following:
- Company size
- Service/product of interest
- Current services
- Project needs
When getting started, it’s best to work with two or three segments that represent the most likely prospects for a sale. This allows you to keep thing simple as you begin to use segmentation as a strategy.Once prospects are segmented, custom messaging for each segment should be developed. Then, marketing automation can be employed to deliver timely, custom messages to each segment depending upon how they engage with you.To learn more, review this case study on how segmentation and marketing automation helped this roofing company increase sales.