The key to a successful lead nurturing foundation that maximizes ROI is lead segmentation. The idea of segmentation – that each lead is different and the resulting marketing pitch must be tailored accordingly – isn’t new, of course. It’s standard marketing practice. But it isn’t easy.
For starters, a successful segmentation approach must be balanced. Leads should be analyzed and segmented into “buckets” – but not too many. After all, it’s much easier for marketers to calibrate their approach across five different segments as opposed to ten.
These segments must be thoroughly vetted to consider all elements that will influence the marketing approach: the lead’s industry, trends in that industry (expanding or contracting), location, entity (public vs. private), financial performance, competitive landscape, etc.
With extensive experience helping firms manage their lead nurturing efforts, Focus2Grow will happily work with your firm to brainstorm the most effective and practical segmentation exercises.