Once you have identified the type of people who will buy your products or services, you need to segment your existing database based on the type of campaign you want to run.
According to DemandGen’s 2015 Lead Nurturing Benchmark Study: Aligning Nurture Programs To The Buyer’s Journey, nearly 6 in 10 B2B marketers said that interest and behavioral segmentation helped them improve their lead nurturing programs. Two-thirds of them said that their efforts in this area (specifically targeting and relevance) resulted in better campaign response and more leads.
Segmentation based on the stage of the customer lifecycle is of utmost importance for the functioning of nurturing programs. After modeling the buyer persona, you should determine what stage your users are in - this will help you choose the right type of communication and appropriate content.
Once you have defined the criteria for segmentation, the next step is to implement it. To do this, you can either add a relevant field to your subscription form or use simple email marketing tools morocco phone number data like those offered by Mailchimp, Vero, and Intercom.
Here's an example of how Intercom lets you segment your email list using filters, segments, and tags:
Segment
Segment: currently active. Tag: attended seminar.
You can also send surveys to existing customers, based on which you can make improved sorting.
Email Marketing Segmentation and Personalization: A Beginner's Guide
3. Outline your lead nurturing process
Your leads won't become your customers immediately after receiving the first email. They should be prepared to make a purchase in every possible way, using touchpoints. To make the lead preparation process automatic, rely on the previous behavioral experience of your users.
Pardot, a company that makes automated B2B marketing solutions, created an infographic that shows a possible lead nurturing process. Say you start by presenting a brochure with information about your product. If the user is interested, you might offer them an ebook on the topic, then — if they agree — set up a phone call or a meeting to demo the product. Pardot thought through all the possible ways a lead could evolve, including how to handle rejection: