Email marketing isn’t dead, but unsegmented email is a tactic of the past. Segmentation has the power to transform your marketing results: delivering the right message to the right person at the right time is not only the right thing to do, it’s the smart thing to do. Segmentation brings higher click through rates, conversion rates, and close rates. This session will cover how to get the data you need for powerful segmentation and how to use it to get better results. Presented at #INBOUND13 (www.inbound.com) on August 21, 2013

1. #inbound13
Harnessing the Power of
Segmentation for
Marketing Results
Ellie Mirman
Inbound Marketing Funnel Manager, HubSpot

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

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
18xmore revenue
than broadcast emails.
Jupiter Research

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

8. Relevant emails drive
18xmore 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. 1 When Not to Segment
2 Segmentation Made Sweet & Simple
3 Choosing a Segmentation Strategy
Agenda

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. Step1
Choose
Segment
Step2
Identify
with
Data
Step3
Align
Content

38. Segmentation
by Persona

39. • 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
Personas
Sam the
Sales Guy
Cindy the
CEO
• 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. • Role = Sales
• Level = Individual Contributor
• Primary Goal = New Business
• Viewed Content On = prospecting best practices
Identifying Personas with Data
Sam the
Sales Guy
Cindy the
CEO
• Role = CEO
• Level = C-Level
• Company Size = 10-50 employees
• Viewed Content On = scaling a sales organization

41. • 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
Aligning Content with Personas
Sam the
Sales Guy
Cindy the
CEO
• 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. CustomerOpportunitySQLMQLLeadSubscriber
Sales & Marketing Lifecycle

44. CustomerOpportunitySQLMQLLeadSubscriber
How to Define Your Stages
Opted-in to
receive
communica-
tions from
you
Bare
minimum
info/action
to send info
to sales rep
Quality lead
as agreed by
sales and
marketing,
fits best
demographic
or behavior
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. CustomerOpportunitySQLMQLLeadSubscriber
How to Define Your Stages – Example
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
Paying
customer
using
software

46. CustomerOpportunitySQLMQLLeadSubscriber
Aligning Content with Lifecycle
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 emailsUnengaged
Normal
Evangelist
• Visited the website at least twice
• Downloaded one or more offers
• Clicked on at least one email
• Visited the website 5+ times
• Downloaded 5+ offers
• Overall click through rate >50%

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

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

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

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

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

57. A peek behind the
HubSpot curtain

58. Marketers
CEOs
Sales
Start with segmentation
by persona

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

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

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

62. 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
The Data You Need

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

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

65. 3 Choosing a Segmentation
Strategy

66. 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
Choose an Initial Strategy

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

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. 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
Why Measure Each Segment

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

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

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

75. Learn, Iterate, Experiment

76. #inbound2013
What Now?

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

87. THANK YOU
Harnessing the Power of Segmentation
for Marketing Results
Ellie Mirman @ellieeille
#inbound13