Jeff Linton, Marketing Manager for Act-On Software spoke to AMA Sacramento Valley members and guests on Jan. 16, 2013. He spoke about Best Practices in List Segmentation.

1. Best Practices in List Segmentation
Deliver Monetized Leads Faster
Jeff Linton
Product & Field Marketing, Act-On Software
www.act-on.com | @ActOnSoftware | #ActOnSW

2. Today’s Presenter
Jeff Linton
@jeffreylinton
PLAY
Product & Field Marketing
Act-On Software
www.act-on.com | @ActOnSoftware | #ActOnSW

3. Marketing Automation for the Fortune 5 Million
STAGES
LEADS LEADS OPPORTUNITIES CUSTOMERS
NAMES MQL SQL
CUSTOMER
ACTIVITIES
ACQUISITION NURTURING MARKETING TO
PROGRAMS PROGRAMS SALES HANDOFF RETENTION
CAMPAIGNS
Social
Webinars
Whitepapers
SYSTEMS
www.act-on.com | @ActOnSoftware | #ActOnSW

4. Challenges today…
LACK OF ACCURATE
MEASUREMENT
Cost Effective
Lead Generation
Alignment with Sales
www.act-on.com | @ActOnSoftware | #ActOnSW

5. In this session
• The difference between behavioral and profile
segmentation
• How to use personalization to optimize
segmentation
• The impact of segmentation on lead generation
• How to automate campaigns to segments and
increase response rates via segmentation
www.act-on.com | @ActOnSoftware | #ActOnSW

6. Why…
Yesterday’s Today’s Buying
Buying Process Process
Sales enters buying Sales enters buying
process early process later
Customers find answers to
Sales answers questions
before engaging Sales
Difficult for customers to Endless research options via
research choices search and social media
Marketing has minor role, Marketing plays pivotal role
restricted to early awareness across many stages and
and consideration phases channels
www.act-on.com | @ActOnSoftware | #ActOnSW

7. Building a profile
Real time data
Behaviors
Sales
Marketing
www.act-on.com | @ActOnSoftware | #ActOnSW

8. Define the “Who”…
www.act-on.com | @ActOnSoftware | #ActOnSW

9. Who are we targeting
• Members
• Subscribers
• Prospects
• Customers
• Donors
• Doctors
• Staff
• Investors
www.act-on.com | @ActOnSoftware | #ActOnSW

10. What do we know about them
www.act-on.com | @ActOnSoftware | #ActOnSW

11. Types to Segment
Demographic (profile)
• Industry
• Position / Job Title
• Revenue
Digital Behaviors (activity)
• • Opens
Company Size
• • Clicks
Geography
• Webpage Visits
• Downloads
• Webinars
[ Recency – Frequency – Relevancy ]
www.act-on.com | @ActOnSoftware | #ActOnSW

12. Dynamic List Segmentation
www.act-on.com | @ActOnSoftware | #ActOnSW

13. Lead Scoring
Forrester:
Companies that excel at
lead nurturing generate:
50% more sales-ready leads
lower cost per lead by 33%
www.act-on.com | @ActOnSoftware | #ActOnSW

14. Personalize….
• Interested in…
• Large companies typically
The tone:
• Companies looking at …
-What is the goal?
have found…
-Is it relevant?
• Our customers [like, have
seen, also have, share with -Next step?
us ] … -Is it clearly defined?
• Thanks for taking a look at… -Is it simple?
www.act-on.com | @ActOnSoftware | #ActOnSW

15. The Impact…
7 Marketing Habits of Today's Highly Successful SMBs
According to Forrester, Top Performers are more likely to consider lead-
related metrics worth collecting, including:
• Cost per lead & Cost per qualified lead
• Time period of qualified lead
• Time to close
• Sales-accepted leads
• Cost per new customer
Bottom performers, on the other hand, are less likely to collect lead
metrics. In fact, 44% don’t measure any of these success factors.
www.act-on.com | @ActOnSoftware | #ActOnSW

16. Automate
Average Sales Cycle – 22% longer
(SiriusDecisions)
70% of leads are longer term
opportunities worth nurturing
(MarketingSherpa)
Communication can be a key
differentiator during the sales cycle
80% of prospects deemed “bad leads”
by sales go on to buy within 24 months
(SiriusDecisions)
www.act-on.com | @ActOnSoftware | #ActOnSW

17. The steps
www.act-on.com | @ActOnSoftware | #ActOnSW

18. Segments to automate
www.act-on.com | @ActOnSoftware | #ActOnSW

19. 2012 vs. 2013
Metrics: what matters the most
• What goals have been identified?
• What type of plan is in place?
• What steps were taken?
• What did you find and how will it change?
www.act-on.com | @ActOnSoftware | #ActOnSW

20. Plan for Success
www.act-on.com | @ActOnSoftware | #ActOnSW

21. Thank you
Learn | Plan | Engage
• Case Studies
Social Media
• Webinars
• White Papers blog.act-on.com/
• Videos youtube.com/user/ActOnSoftware
• Testimonials
@ActOnSoftware | #ActOnSW
www.act-on.com
Sales: 1 877.530.1555
www.act-on.com | @ActOnSoftware | #ActOnSW

22. Discussion
Yesterday’s Today’s Buying
Buying Process Process
Sales enters buying Sales enters buying
process early process later
Customers find answers to
Sales answers questions
before engaging Sales
Difficult for customers to Endless research options via
research choices search and social media
Marketing has minor role, Marketing plays pivotal role
restricted to early awareness across many stages and
and consideration phases channels
www.act-on.com | @ActOnSoftware | #ActOnSW