Learn about building out a prospect profile and how to create dynamic segmentation

1. AMA Webcast:
Best Practices for List
Segmentation
Presenter:
Janelle Johnson, Director, Demand Generation, Act-On Software
Moderator:
Alli Libb, American Marketing Association
Sponsored by:
The audio portion of today’s presentation is available via broadcast audio.
You can also dial in to hear audio:
Participants (US & Canada, Toll Free): 800.945.9434
International Participants: +1 212.231.2908

2. Going Mobile:
Integrating Strategy and
Design for Success
August 14, 2012
A Half Day Online Forum
Learn more at marketingpower.com/MOBILEVX

3. Housekeeping Items
Recording and Slides
Attendees will be provided with a recording of today’s presentation and a
PDF of the slide deck
Twitter
Please reference hash tag: #AMAActOn, when tweeting about this webinar

4. Today’s Presenter
Janelle Johnson
Director, Demand Generation
Act-On Software
• 15 years of experience
• Manages email marketing, marketing
programs and content creation
• Specializes in marketing and sales
alignment
@janelle_johnson
@ActOnSoftware

5. Best Practices in List
Segmentation
Presented by:
Janelle Johnson, Act-On Software
@janelle_johnson | #AOWEB

6. Janelle Johnson
Director, Demand Gen
@janelle_johnson
@ActOnSoftware
#AOWEB

7. Agenda
The Basics
Building out Prospect Profile
It’s Dynamic! Segmentation & Content
Getting Started

8. The Basics

9. Importance of Segmentation
SEGMENTATION IS THE KEY
to increasing email marketing metrics
and conversion rates for marketing
campaigns – and to improving
prospect engagement

10. Segmentation Basics
Demographic/Profile Behavioral
• Web pages visited
• Title • Forms submitted
• Department • Emails clicked
• Geography • Whitepapers
• Company size downloaded
• Industry • Webinar
registration &
attendance

11. Build a Segmentation Strategy
Define the profiles and behaviors that
characterize your existing best customers
Build desirable, productive segments by
understanding who buys now, and why they buy
Create “personas”– profiles of ideal buyers – and
then look for prospects that match the personas

12. Building Out Prospect Profile

13. Build out Prospect Information
• Information a prospect
Explicit: gives you, such as via a
form
• Gathered by observing the
Implicit prospect, i.e. what website
pages they visit

14. Gathering Explicit Data: Forms
Webinars/Events
Whitepapers
Free trial sign-ups
Videos
Surveys
Demo Requests

15. Progressive Profiling
• Use a sequence of simple forms to build up
profile of a visitor over time
• As you collect more data, programs can
become more targeted
Keeping forms short and simple increases
conversion rates

16. In Action: Progressive Profiling
An anonymous visitor clicks on a whitepaper link on
your website
Form asking for just name and email address is
shown
Next time this visitor clicks on a different link, a form
that asks for company, job title and industry is
displayed
For the 3rd subsequent asset contact requests, form
can request phone number, # of employees, etc

17. It’s Dynamic!
Segmentation & Content

18. Dynamic Segmentation
• Define dynamic segments by combining
profile attributes with observed
behaviors
• As people take action, they automatically
move into that specific segment
• Set up automated campaigns and actions
for these dynamic segments

19. In Action: Segmentation Rules

20. Dynamic Content
Drive More Quality Leads for Sales
Build Better Relationships
Increased Relevancy = Increased Revenue

21. In Action: Dynamic Content
Email:
Targeted
Personal
Effective

22. Pulling it All Together

23. In a Nutshell
• Measure marketing interactions with your
prospects
• Combine this behavioral data with
demographic information to define highly
targeted segments
• Automate personalized campaigns to
these targeted segments

24. 7 Steps to Getting Started
1. Begin with two or three segments
2. Begin with simple campaigns targeted
specifically to those segments
3. Collect progressive data and refine
4. Measure success at every step; consider using
at least two metrics
5. Analyze at regular intervals
6. Watch for patterns and adjust
7. Keep evolving
#AOWEB

25. Ready to Learn More?
Sign up for a demo:
act-on.com
blog.actonsoftware.com
Can’t Wait?
Call our hotline at: 1 (877) 530-1555
Email us: sales@act-on.net

26. Questions and Answers
How to Submit Questions
1. Submit questions using the chat box located on the left-hand side of
your screen.
2. Submit questions via Twitter by referencing the hash tag #AMActOn
Additional Questions?
Contact our speaker at: @janelle_johnson
General AMA Questions can be sent to: alibb@ama.org

27. Thank You for your Participation!
Additional Questions?
Contact our speaker at: @janelle_johnson
General AMA Questions can be sent to: alibb@ama.org
Recording and slides
A presentation recording and slide deck will be sent to you
Twitter
Please reference hash tag: #AMActOn, when tweeting about this webinar
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