The patience for “spray-and-pray” emails is continuing to shrink, and sophisticated B2B buyers are increasingly expecting and demanding relevant and targeted messaging.

In EDRM’s Voice of the Customer research, 73% of the B2B customers surveyed agreed, “For brands or vendors to successfully engage me, they must have a deep understanding of my needs.”  The research also showed 66% said they “expect all of [their] interactions with brands or vendors to be personalized.”

Fortunately for B2B marketers, new advancements in real-time data analytics, AI and machine learning are making advanced segmentation and personalization possible, even across complex industries and buying groups.

With targeting and segmentation becoming bigger priorities to support ABM, lead nurturing and related initiatives, new tools and tactics are being deployed to help marketers prioritize and better engage new targets.

"For those who are just starting to use segmentation in Google Analytics for A/B testing, I suggest you focus on these few key types of segments:

• Traffic source
• Location/geography
• Visitor type
• Landing page type
• Action taken
• Content viewed
• Engagement – Different pages in your website may have varying levels of customer engagement. Creating a segment type based on engagement helps you make improvements to pages that produce less engagement.
• Demographics
• Technology platform
• Value – One of the classic segmentation techniques is to segment your visitors based on their value. You can then identify the source of these visitors and their journey towards your conversion goals."

In this article we’ll use the information we can derive from the structure of the data coming from Mailchimp, to craft new variables or features that hopefully will help us optimize our marketing campaigns. We will attempt to achieve the following:

• Figure out a way of identifying the gender of our user
• Segment the e-mails of our users in different categories, for example if an e-mails address is personal or a business address.
• Segment the events of our recipients into different periods of the day.

"1. Based On Your Subscriber’s Position In The Sales Funnel
Takeaway: Send highly targeted emails that educate your subscribers on how to use your product based on where they are in your sales funnel. A new subscriber could receive beginner tutorials, whereas power users could receive advanced lessons.

2. Based On How Often Your Subscribers Use Your Product
Takeaway: Identify who your inactive, casual, and power users are. You can then provide custom advice to help reduce churn, and improve your trial-to-customer conversion rates.

3. Based On What Content Your Subscribers Download
Takeaway: Find out what your customers want based on which content upgrades they download. This should give you an idea of what type of content or products you can offer to them.

4. Based On What Pages Your Subscribers Visit
Takeaway: Identify your high value subscribers who are most likely to purchase from you based on the type of web pages they visit. You can then send educational/nurturing emails to build credibility and follow it up with a sales email.

5. Based On The Subscribers Who Don’t Complete Your “Double Opt-in”
Takeaway: If you require a double opt-in process, some of your email subscribers are going to lose your verification email. Spend 10 minutes right now to segment your unverified subscribers and follow up by sending a re-verification email.

6. Based On Which Subscribers Don’t Open Your Emails
Takeaway: Improve your open rates by targeting subscribers who didn’t open your original email. All you have to do is re-send the exact same email with a different subject line.

7. Based On Which Subscribers Reply To Your Emails
Takeaway: Encourage new subscribers to reply to your emails by asking them what their biggest problems. This will help you identify who your engaged subscribers are, and the type of content/products they are interested in.

8. Based On Your Customer’s “Feature Requests”
Takeaway: Keep track of your feature requests and which subscribers asked for them so you can follow up with them when the features are live."

__________________

► Receive a FREE daily summary of The Marketing Technology Alert directly to your inbox. To subscribe, please go to http://ineomarketing.com/About_The_MAR_Sub.html  (your privacy is protected).