Marketing automation tools enable advertisers to make exceptional campaigns that have a particular message based on a prospect’s needs. Using targeted messages combined with high quality content, advertisers can easily draw in and escort leads to convert them in to paying customers.
Campaigns are most effective when both content and message speak directly to the buyer’s needs. This means multiple campaigns are essential to address different (specific) needs. Each campaign focuses on leads that are grouped together based on their pain points.
Grouping or segmenting leads is the process of defining and subdividing leads into clearly identifiable slices that have similar needs, wants or demand characteristics. Two market segmentation strategies are using behavioral information (think digital body language) and using demographic information (think company size, industry and so on).
This is such a simple concept, but when the rubber hits the road, building and managing segments is rather complex. Here are three main reasons why segmentation often fails — and what you can do to solve the problem.
1. Lack of a data governance strategy
Data governance is a cornerstone to success in today’s digital world, where marketing automation is king. It comprises a collection of practices, policies and procedures, and it guides how an organization collects, manages and uses data.
2. Data is not standardized
Many times, the data we want to segment on is confusing. Data in fields like industry, job role and company size have no consistency. Think about a job title, for example: If some leads have data that show CIO, others that show C.I.O. and still others that show Chief Information Officer, it’s nearly impossible to build accurate segments.
3. Data is not all in one location
On average, an organization’s data volume doubles about every two years. This means that data is not always in one place — not even in the marketing automation platform.
Ade Camilleri is a leading Internet marketer and Data Marketing Analyst for some of the worlds leading Comapnies with a focus on Tourism, Public Companies, Government Organmisatioons and iGaming. He forms part of the Media Plan group of Copmpanies who provide Digital Marketing Services for iGaming, Tourtism and Fortune 500 Companies.