A Startup's Guide to Lead Segmentation

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Is your business scaling so quickly your team can’t handle lead volume? There are certainly worse problems to have, but a failure to properly handle leads likely means you're missing out on valuable customers. Maybe you think you have a handle on leads, but you're still using a one-size-fits-all approach. Or perhaps you've de-prioritized an entire lead source completely. Either way, if any of these common scenarios sound familiar, it’s time to implement a lead segmentation program, which can range from the elementary all the way to complex machine learning algorithms. If you're a startup, you don’t have the time, resources or even the data set for sophisticated lead segmentation. So where should you get started? Our Startup Guide to Lead Segmentation will get you up and running in just one day! With this framework, you can develop a first-pass at segmentation that will have a material impact on your business. Ready to get started? Follow the deck. Happy segmenting.

Marketing

A STARTUP’S GUIDE TO
LEAD SEGMENTATION
Ashley Minogue, Go-To-Market Strategist
Getting started with lead segmentation in one
day.

Proprietary and Confidential ©2017 OpenView Investments, LLC. All Rights Reserved 2
WE CAN ALL AGREE...

Proprietary and Confidential ©2017 OpenView Investments, LLC. All Rights Reserved 3
NOT ALL LEADS ARE CREATED
EQUAL.

Proprietary and Confidential ©2017 OpenView Investments, LLC. All Rights Reserved 4
AND THERE ARE MANY WAYS
TO SCORE & SEGMENT LEADS

Proprietary and Confidential ©2017 OpenView Investments, LLC. All Rights Reserved 5
YOU PROBABLY DON’T HAVE
AN ARMY OF DATA SCIENTISTS
(OR EVEN AN ANALYST) TO
HELP OUT.

Proprietary and Confidential ©2017 OpenView Investments, LLC. All Rights Reserved 6
EVEN STILL, A SIMPLE
FRAMEWORK CAN HELP YOU
GET STARTED IN JUST ONE
DAY.

Proprietary and Confidential ©2017 OpenView Investments, LLC. All Rights Reserved 7
YES, ONE DAY.
LET’S GET STARTED.

CREATE 4 LEAD SEGMENTS
BASED ON FIT &
ENGAGEMENT

Proprietary and Confidential ©2017 OpenView Investments, LLC. All Rights Reserved 9
DRUM UP INTEREST TOP PRIORITY
NOT A GOOD FIT LOW TOUCH
HIGH
HIGH ENGAGEMENTLOW ENGAGEMENT
FIT
(Demographics&Firmographics)

Proprietary and Confidential ©2017 OpenView Investments, LLC. All Rights Reserved 10
• High fit, but not engaged or showing signs of intent
• Try phone calls or off-site retargeting to win-back interest
1. DRUM UP INTEREST.

Proprietary and Confidential ©2017 OpenView Investments, LLC. All Rights Reserved 11
• The ideal customer – high fit & highly engaged
• When resources are tight, this is the segment you put above the rest.
Leverage high touch campaigns.
2. TOP PRIORITY

Proprietary and Confidential ©2017 OpenView Investments, LLC. All Rights Reserved 12
• Low fit (doesn’t fit target criteria) & not showing signs of intent
• Remove from funnel or nurture with automated campaigns
3. NOT A GOOD FIT

Proprietary and Confidential ©2017 OpenView Investments, LLC. All Rights Reserved 13
• Lower fit, but they are showing signs of engagement
• Move them through the funnel with limited resources – automated
campaigns & self-service
4. LOW TOUCH

Proprietary and Confidential ©2017 OpenView Investments, LLC. All Rights Reserved 14
NEXT, DETERMINE A SHORT
LIST OF PARAMETERS
CORRELATED WITH FIT &
ENGAGEMENT

Proprietary and Confidential ©2017 OpenView Investments, LLC. All Rights Reserved 15
• # of website views
• Last website visit
• # of emails opened
• # of meaningful phone conversation
• ….
• Industry
• Company size
• Role / Level
• Location
• ….
FIT ENGAGEMENT
The Golden Rule: Start simple & iterate over time.
Draft parameters based on your hypotheses of what impacts lead quality and then validate
with opportunity creation and win-rate analyses based on ~6 months of data. Don’t have
clean data? Invest in a one-time data enrichment.

Proprietary and Confidential ©2017 OpenView Investments, LLC. All Rights Reserved 16
THEN, ASSIGN POINT VALUES
FOR HIGH/MEDIUM/LOW
CRITERIA FOR EACH
PARAMETER

Proprietary and Confidential ©2017 OpenView Investments, LLC. All Rights Reserved 17
HIGH (+100) MEDIUM (+50) LOW (+0)
FIT
Industry
Retail, Hospitality Education, Internet All other
Company size 500+ 50-500 <50
…
ENGAGEMENT
Website visits last
last 30 days
2+ <2 None
Emails opened
last 30 days
2+ <2 None
…
FOR EXAMPLE

PUTTING IT ALL TOGETHER
Rolling out lead segmentation in 5 simple steps.

Proprietary and Confidential ©2017 OpenView Investments, LLC. All Rights Reserved 19
Using 6 month data set, assign determined point values per individual
lead
STEP 1

Proprietary and Confidential ©2017 OpenView Investments, LLC. All Rights Reserved 20
Sum scores to determine fit & engagement score per lead & analyze
distribution of fit & engagement scores across data set
STEP 2

Proprietary and Confidential ©2017 OpenView Investments, LLC. All Rights Reserved 21
Use median score as initial threshold of high vs. low fit & engagement
STEP 3

Proprietary and Confidential ©2017 OpenView Investments, LLC. All Rights Reserved 22
Analyze historical win-rate for 4 segments to validate whether scores
indicate quality & fit
STEP 4

Proprietary and Confidential ©2017 OpenView Investments, LLC. All Rights Reserved 23
If segmentation passes initial validation, roll-out segments (ideally
automated) & test SDR/Marketing segment-specific campaigns
STEP 5

Proprietary and Confidential ©2017 OpenView Investments, LLC. All Rights Reserved 24
17%
37%
34%
12%
Drum up interest Top priority
Low touch Not a good fit
Lead Segment % of Total
Based on 6 month historical data
Lead Distribution by Fit & Engagement Score
Based on 6 month historical data
SAMPLE OUTPUT OF LEAD SEGMENTATION ANALYSIS

Proprietary and Confidential ©2017 OpenView Investments, LLC. All Rights Reserved 25
DON’T FORGET…

Proprietary and Confidential ©2017 OpenView Investments, LLC. All Rights Reserved 26
1. SET UP A PLAN TO TRACK
RESULTS

Proprietary and Confidential ©2017 OpenView Investments, LLC. All Rights Reserved 27
2. ANALYZE IMPACT VIA
REGRESSION ANALYSIS

Proprietary and Confidential ©2017 OpenView Investments, LLC. All Rights Reserved 28
3. ITERATE ACCORDINGLY

WANT MORE ON LEAD
SEGMENTATION?
Be sure to check out OpenView Labs.
LEARN MORE

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A Startup's Guide to Lead Segmentation

1. A STARTUP’S GUIDE TO LEAD SEGMENTATION Ashley Minogue, Go-To-Market Strategist Getting started with lead segmentation in one day.

8. CREATE 4 LEAD SEGMENTS BASED ON FIT & ENGAGEMENT

9. Proprietary and Confidential ©2017 OpenView Investments, LLC. All Rights Reserved 9 DRUM UP INTEREST TOP PRIORITY NOT A GOOD FIT LOW TOUCH HIGH HIGH ENGAGEMENTLOW ENGAGEMENT FIT (Demographics&Firmographics)

10. Proprietary and Confidential ©2017 OpenView Investments, LLC. All Rights Reserved 10 • High fit, but not engaged or showing signs of intent • Try phone calls or off-site retargeting to win-back interest 1. DRUM UP INTEREST.

11. Proprietary and Confidential ©2017 OpenView Investments, LLC. All Rights Reserved 11 • The ideal customer – high fit & highly engaged • When resources are tight, this is the segment you put above the rest. Leverage high touch campaigns. 2. TOP PRIORITY

12. Proprietary and Confidential ©2017 OpenView Investments, LLC. All Rights Reserved 12 • Low fit (doesn’t fit target criteria) & not showing signs of intent • Remove from funnel or nurture with automated campaigns 3. NOT A GOOD FIT

13. Proprietary and Confidential ©2017 OpenView Investments, LLC. All Rights Reserved 13 • Lower fit, but they are showing signs of engagement • Move them through the funnel with limited resources – automated campaigns & self-service 4. LOW TOUCH

15. Proprietary and Confidential ©2017 OpenView Investments, LLC. All Rights Reserved 15 • # of website views • Last website visit • # of emails opened • # of meaningful phone conversation • …. • Industry • Company size • Role / Level • Location • …. FIT ENGAGEMENT The Golden Rule: Start simple & iterate over time. Draft parameters based on your hypotheses of what impacts lead quality and then validate with opportunity creation and win-rate analyses based on ~6 months of data. Don’t have clean data? Invest in a one-time data enrichment.

17. Proprietary and Confidential ©2017 OpenView Investments, LLC. All Rights Reserved 17 HIGH (+100) MEDIUM (+50) LOW (+0) FIT Industry Retail, Hospitality Education, Internet All other Company size 500+ 50-500 <50 … ENGAGEMENT Website visits last last 30 days 2+ <2 None Emails opened last 30 days 2+ <2 None … FOR EXAMPLE

18. PUTTING IT ALL TOGETHER Rolling out lead segmentation in 5 simple steps.

20. Proprietary and Confidential ©2017 OpenView Investments, LLC. All Rights Reserved 20 Sum scores to determine fit & engagement score per lead & analyze distribution of fit & engagement scores across data set STEP 2

23. Proprietary and Confidential ©2017 OpenView Investments, LLC. All Rights Reserved 23 If segmentation passes initial validation, roll-out segments (ideally automated) & test SDR/Marketing segment-specific campaigns STEP 5

24. Proprietary and Confidential ©2017 OpenView Investments, LLC. All Rights Reserved 24 17% 37% 34% 12% Drum up interest Top priority Low touch Not a good fit Lead Segment % of Total Based on 6 month historical data Lead Distribution by Fit & Engagement Score Based on 6 month historical data SAMPLE OUTPUT OF LEAD SEGMENTATION ANALYSIS

29. WANT MORE ON LEAD SEGMENTATION? Be sure to check out OpenView Labs. LEARN MORE

A Startup's Guide to Lead Segmentation

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