THE SAVVY MARKETERS GUIDE TO B2B SEGMENTATION Experts agree that segmentation will increase your clicks. So why do the majority of B2B marketers still not segment? It’s because there are infinite ways to slice and dice a list…and that’s overwhelming for anyone. View this presentation to learn the new rules of segmentation. Rules that get you maximum clicks for minimum work. Whether you use Mintigo or not, these unique rules will boost your results before your next campaign. Learn: -When you need a new segment and when you don’t -The secret recipe you need for every segment -How to validate and refine segments with every campaign

1. The Savvy Marketer's Guide to
B2B Segmentation
Jason Garoutte, CMO of Mintigo
@jgaroutte
May 9, 2013

2. I Work with Great Marketers

3. Agenda
1. Segmentation works
2. New data for new segments
3. Mintigo research: who clicks what?
4. Best practices: the secret recipe
5. Special offer: segmentation insights

4. Submit your questions
via Citrix chat window

5. Segmentation is Pressing
52% of marketers say they have a great need
to improve email database segmentation.
2012 Email Marketing Benchmark Report

6. Segmentation Works
“We've found that targeted and segmented lead
nurturing emails generate an 8% click-through
rate compared to general email sends, which
generate just a 3% click-through rate.”
http://blog.hubspot.com/blog/tabid/6307/bid/32848/Why-List-Segmentation-Matters-in-Email-Marketing.aspx

7. The Perils of Batch & Blast

8. Irrelevance Hurts
4 out of 10 subscribers reported that they've
marked emails as spam simply because they
were irrelevant.

9. Or You Could Beg??

10. A Bright Future for Relevance
No Segments Micro-Segments
1%
3% 5%
20%

11. Segmentation Works
http://www.marketingsherpa.com/article/case-study/5-steps29#

12. Segmentation Works
http://www.marketingsherpa.com/article/case-study/5-steps29#
• Cut list by 96%
• Regrew list 500%
• Every subscriber identified a segment
• 40% of all subscribers have purchased
• Online sales have more than doubled

13. Edmunds.com Gets 20% Lift
• Analyze clickstream, IP address, time zone, device
• Map each segment to best content in real-time
• Conversion rate is 20% higher than control group

14. So is Segmentation So Rare?

15. CONFIDENTIAL
It’s the Content!
Challenges Faced by
B2B Content Marketers
64%
52%

16. Fear of Infinite Segments
• Geography
• Industries
• Title
• Buying stage
• Preferences
• Behavior triggers
• Content interests
Infinite permutations
+ content burden
overwhelming!

17. Focus Segments on “Whys”
Find segments that shares a common “why”.
Using what data?
• Industry and SIC code?
• Function (e.g. finance)?
Dinosaur data:
SIC codes established in 1937

18. New Data = Better Segments
• Shared content
• Social profiles
• Followers and likes
• Websites
• News
• Blogs
• Press releases
• Job boards
• 3rd party databases
“Dinosaur data”

19. Example #1
Old segment Better segment
Software companies Why = waste time setting up
complex demos
• Many sales reps
• Has sales engineers
• Offers “demo” on website

20. Old segment Better segment
Software companies Why = hate setting up complex
demos
• Many sales reps
• Has sales engineers
• Offers “demo” on website
Example #2
Old segment Better segment
Big companies,
finance titles
Why = struggle to get control over
indirect spend
• Has many employees in different
places (field & geographies)
• Hires finance analysts
• Uses a basic accounting app

21. Mintigo’s Example
Old Segments Better Segment
1. Software
2. Technology
3. Services
4. High-growth
5. Marketo users
6. Eloqua users
Companies that care about
reducing cost per opportunity
- Lead gen roles in org chart
- Invest in mktg automation
- Spend on PPC advertising

22. TOFU-MOFU-BOFU
http://blog.hubspot.com/blog/tabid/6307/bid/31840/How-to-Tailor-Lead-Nurturing-Content-to-Suit-Individual-Personas.aspx

23. Example of Track Design
Lead
Scores
Goal

24. Example of Track Design

25. Examples of TOFU Content
Ungated Gated

26. The Secret Recipe
TOFU
(Awareness)
7 pieces of content on
blog, plus a cadence
of events
• Infographics
• Blog posts
• eBook
• Webinars
MOFU
(Evaluation)
4-6 pieces of content
to answer “why buy
now” and “why buy
you”
• Case studies
• Analyst paper
• Datasheets
• Buying guide
• Free trial
BOFU
(Purchasing)
Support assets to
email (or at least
provide to Sales)
• Testimonials
• ROI calculator
GateGate

27. Repeat for Each Segment
TOFU MOFU BOFUGateGateSegment 1
TOFU MOFU BOFUGateGateSegment 2
TOFU MOFU BOFUGateGateSegment 3

28. Match Offers to Titles
Vice Presidents hate
webinars!
Managers are 5X
more likely to
register.

29. Variations on a Theme
Webinar
• Blog post with 1 key chart
• Post slides on Slideshare
• 3 minute executive interview
• Add chapter to our eBook
“Different vehicles for different roles.”

30. Validate on Every Campaign
Ask people if
they’re in the
right segment

31. Learn with Big Data
Relative click-rates
tell you who likes
the offer

32. What is the InterestBase?

33. 21 Days to Try Mintigo
• Send us your last email campaign
• We’ll show you who didn’t click
Qualified prospects can get
a free campaign insights
report ($2000 value)
Write to marketing@mintigo.com
Offer expires May 30, 2013