The Power of Customer Segmentation, Automated Marketing and Personalization eBook

7/25/2019 The Power of Customer Segmentation, Automated Marketing and Personalization eBook

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The Power ofCustomer Segmentation,

Automated Marketing &

Personalization

A PUBLICATION BYMARKETING RESOURCES

Is it possible for a business

to grow and maintain a high

level of personalizedcustomer engagement?


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Table of Contents

Sezion Digital, S.L. 2015

The Power of Customer Segmentation, Automated Marketing, and

Personalization Page 3

What Is Customer Segmentation? Page 4

Using Customer Segmentation To Drive More Revenue Page 6

What Is Marketing Automation? Page 7

Why Customer Segmentation Loves Marketing Automation Page 8

How Personalized Marketing Is Taking Over The World Page 9

The Rules Have Changed Page 11

Prospects, Leads, and Customers Love Personalized Content Page 12

Personalized Marketing Is Here To Stay Page 14

Measuring Engagement Page 15

6 Key Metrics For Measuring Lead Engagement Page 16

How Customer Segmentation Empowers Personalized Videos Page 19

Whats The Best Personalized Video For Your Prospects, Leads and

Customers? Page 23

About Sezion Page 26

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In today's world, the rules of marketing are in a state of constant

flux. With each passing day there seems to be a new social media

platform, another algorithm update, and a new "best practice," and

yet, even with all this change there are several trends that are here

to stay. Today's consumers aren't only looking for a business that

can provide them with the most information, the right services and

the best rate they're looking for the businesses that are willing to

treat them not as number, or a two dimensional customer, but as

individual.

Its no secret that individualization and personalization help

companies build trust and strong, long-lasting relationships with

their customers, leads, and prospects.

The real question then becomes:

Is it possible for a business to grow and maintain a high

level of personalized customer engagement?

The Power ofCustomer Segmentation,

Automated Marketing,and Personalization

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What Is CustomerSegmentation?

Customer Segmentation is the act of subdividinga market intomultiple, smaller customer groups based on similarcharacteristics. With proper customer segmentation, youll beable to tailor specific offerings and messages for your selectedcustomer groups, allowing you to improve the KPIs relevant toyourbusiness goals.

Do subgroups need person lized

communic tion to be reached?

Are these groups more profitable?

Two relevant questions

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By focusing on the most profitable demographic

segments, a company can maximize its ROI.

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Using Customer Segmentation To Drive More

Revenue

By prioritizing Customer Segmentation, a company can develop

marketing campaigns and pricing strategies that allow for the

maximum value from both highand lowprofit margin customers.

Customer Segmentation can also serve as the principal basis for

allocating resources to product development, marketing, serviceand delivery programs.

Companies that identify underserved segments of their customer

base have the opportunity to outperform the competition by

developing unique products and services that appeal to these

previously underserved customers. By focusing Customer

Segmentation and the subsequent offerings on the most profitable

demographic segments, a company can maximize its ROI.

Why Companies Need Customer Segmentation?

Prioritize new product development efforts

Create specific product features

Launch personalized marketing programs

Determine appropriate product pricing

Determine an optimal distribution strategy

Design a pricing strategy

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What Is MarketingAutomation?

Todays brands are presented with a huge challenge: How can a

brand connect, interact, and remain

relevant

to their audience? Asglobal marketing trend abandon the traditional in favor of the

digital, companies are forced to navigate the changing times by

finding new options that help to maximize efficiency and longevity.

This is where Marketing Automation comes in

Marketo defines Marketing Automation as a category of software

that streamlines, automates, and measures marketing tasks andworkflows so that companies like yours can increase operational

efficiency and grow revenue faster.

Paired with the right message delivered in the right format at the

right

time, Marketing Automation can help foster qualified lead,

build stronger prospect relationships, and improve your companys

conversion funnel.

Human relationships are the heart of marketing

, but those

relationships become difficult to maintain at larger scales. This is

where Marketing Automation shines. People often associate

Marketing Automation with the loss of the personal touch, when in

fact the exact opposite is true: Technology and experience can help

strengthen personal relationships, resulting in a positiveimpact on

your business goals.

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Why Customer Segmentation Loves Marketing

Automation

More than 55 of marketers have been using Marketing

Automation for at least 3 years. Segmentation is one of the main

pillars of Marketing Automation andvideo

has proven to be the

best type of content for delivering results.

Think of it this way

The more engaged your leads are during the sales cycle, the better

results you can expect. In order to engage with your prospects,

leads and customers your company needs to understand where

theyre coming from and what their motivation is (i.e.: Whats their

main problem and how do they expect you to solve it?).

Marketing Automation will help you deliver specificmessages and

content toevery

user in the way that makes sense for him or her.


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How Personalized

Marketing Is Taking

Over The WorldPersonalized Marketing at large scale represents a new

way of communicating, selling and learning.

The rise of Personalized Marketing has transformed the way

companies approach media and how successfulbrands engaging

with their prospects, leads and customers. Personalization is no

longer a commodity, its expected.

We belong to the age of data. Now, more than ever before,companies like yours have access to tailored information about

every customer or prospect. Its no longer about knowing a clients

demographics where theyre from and what their interests are

its about knowing whothey are.

Its about knowing that Mike, who has a wife and three children, is

looking to find the best private school with advanced educational

learning methods in Madrid, where theyll be moving in 3 monthsfrom Charlotte, SC. Its knowing that Mike doesnt speak a word of

Spanish.

Marketing Personalization affords companies the ability to take

this knowledge about someone like Mike, and craft unique and

compelling messages that are perfect for him.

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More than half of marketers acknowledge

personalized video as having one of the best ROI.

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The Rules Have Changed

Up until recently, the rules of the game were very different. By the

old rules, it was always about catching a potential clients attention

with noise (visual, textual, or otherwise). While the means for

capturing a persons attention have remained relatively

unchanged, the world has come to realize that withoutrelevance

,

efforts to communicate arent perceived as anything more than

noise.

In response, marketers started to create better content: content

that was more relevant, more elaborate. Consumers started to be

exposed to content that was morethan just noise. With the help of

some of the Internets larger players (namely Google), web

developers and marketers alike were forced to embrace this new

approach to connect with their target audience.

These changes at the hands of dominant forces were also met with

changes in technology: phone calls, e-mail, SMS, landing pages,

images, PDFs and of course videos were all evolving. It became

clear that with all of these methods, making the effort to address a

person as one, by name, improved the level and quality of

communication ten fold. It became clear thatby embracing

customer segmentation and personalization as key pieces of the

content creation process we could create content capable of

achieving an unprecedented level of success

.

Uniting these factors is the key to success. Human relationships

are the heart of modern marketing, but it is undeniably that those

same relationships become increasingly difficult to maintain as a

company scales its reach. Marketing Automation allows you to

deliver the right message, in the right format, at the right time

maximizing your companys reach, efforts, and ROI

.

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Prospects, Leads, and Customers LovePersonalized Content

A recent study by Yahoo found that the majority of consumers

believe that personalization provides added relevance. 78 of

those surveyed expressed a desire for some type of personalized

content

.

There are more than half a billion live websites operating today

(43% hosted in the U.S.). Competition for consumer attention and

dollars has never been greater.

All companies have access to the similar tools (theres a SaaS

solution for almost every pocket). To be able to succeed in this

moment, brands of all sizes need to look beyondtraditional

measures such as reach and frequency, toward more contemporary

and relevant metrics that measuring how effective and engaging a

message is, regardless of the type of content.

For example, our own personalized video solution can be

integrated within any marketing automation software to deliver

highly personalized video messages to engage with prospects

during the sales cycle.

Personalized marketing videos are unique videos tailored for and

from specific audiences, content or occasions. They are created in

the cloud in real-time based on customer data or any other content

feed. If you want to experience it by yourself, contact us via this

landing page or even reserve a time slot for a Demo All it takes is

a few minutes to see first hand what we do best.

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78% of customers express a desire for some type of

personalized content.

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Measuring Engagement

Effective Customer segmentation calls for more than knowing basic

information about your prospects, leads, and customers. Customersegmentation done right measures engagement and trust by

chronicling every detail: from the first touch point to moment of

conversion from lead to customer.

To measure how engaged a visitor or a lead is, consider

these four questions:

What happens before your prospect enters your funnel?

What happens after your lead enters your funnel?

What happens once your lead becomes a customer?

What happens when you lose a customer?

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6 Key Metrics For Measuring Lead Engagement

1. Page Bounce Rate: This metric indicates how many people

have visited a specific page only to bounce away from that

page. For Page Bounce Rater, the lower your number, the

better. A low rate indicates a high level of user/lead

engagement. Whats the best way to lower a pages bounce

rate? By creating interesting content that helps your leads

continue along the buyers journey. For example: Videos tendto increase the time spent on a page by an average of two

minutes.

2. Site Bounce Rate: Similar to Page Bounce Rate, this rate

captures the average combinedbounce rate for all of a sites

pages. This is another metric where a lower number is a better

number. Measuring the lead engagement withsite bounce will

give you a general overview of what is happening on yourwebsite, while the page bounce rate will help identify how well

page elements (such as a call-to-action, webform, or main

content) are engaging with your sites users.

3. Exit Rate: The exit rate measures the percentage of visitors on

any given page that didnt view more pages. This should be

another low number, especially for those pages generating

high traffic. This metric helps show where your lead might belosing interest.

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4. Average Time On Page

: Unlike the first three metrics, seeinga low average page time isnt necessarily bad. A perfect

example of where you would wanta low AToP would be a

landing page containing an ebook offer. If all goes well, a user

should find the page, submit their email (along with any other

information the form may call for), and receive the download

all in a matter of minutes indicating a low AToP and a high

level of engagement and success.

5. Goal Completions

: Analytical tools like Google Analytics,

landing pages solutions like Unbounce, and email marketing

automation software like ActiveCampaign can help you track

this metric. Understanding how often goals are completed

facilitates conversion goals.

6. Sales: Last, but by no means least. While sales goals will vary

from business to business, its almost always true that if yoursales are increasing youre doing something (or several

somethings) right.

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The more engaged your leads are during the sales

cycle, the better results you can expect.

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How Customer

SegmentationEmpowers

Personalized VideosCustomer segmentation and personalized

videos are the perfect pair.

As we mentioned earlier: More than55

of marketers have been

using marketing automation for at least 3 years. Customer

segmentation is crucial for Marketing Automation.More than half

of marketers acknowledge personalized video as having one of the

best ROI. On average personalized videos are 54 more engaging

than non-personalized videos.

Taking advantage of personalized videos high engagement rates

with Marketing Automation software will help you know exactly

whats working best in terms of conversions, lead generation and

sales.

The first step in identifying which kind of personalization works

best with your business is to track video completion rate. According

to a TubeMoguls, the rate of message association more than

doubleswhen the viewers have watched an entire video

advertisment jumping from8.3 to20.5 .

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Above youll find a personalized video example.

Just click to watch the video

.

Do you want to see how it works? Reserve a time

slot for a Demo here and youll automatically receive

a personalized video in your inbox.

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While knowing which video has been viewed most is good,knowing which video has the best conversion rate is better. By

using your marketing automation softwares tagging system

and lead scoring options it becomes possible to create

additional levels of customer segmentation relative to your

business goals.

In doing this it becomes possible to track the lead stage of the

sales cycle, as well as a leads intent to buy or request a demo which is a common tactic among B2B SaaS platforms. An

alternative solution for tracking this kind of engagement

without using a specific marketing automation software is by

using URL trackers, URL shorters or/and video analytics tools.

With these measures in place your audience will naturally

start to segment themselves, saving your team time and effort,

while also allowing for a high level of personalizationthroughout the buyers journey. The more engaged your leads

are during the sales cycle, the better results you can expect.

Personalized videos bring deeper connections and create trust

between your brands and your customers. By using your own

marketing automation software youll be able to connect with

your leads and customers in almost every sense. The days of

only being able to customize an email with a persons name are

long gone

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Use your leads data intelligently Get personal.

By using your own marketing automation software

youll be able to connect with your prospects, leads

and customers in almost every sense.

Learn more

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Whats The Best Personalized Video For YourProspects, Leads and Customers?

From a content perspective, how can you know what kind of

personalized video will have the best completion rates when used

with your marketing automation flow? A common, and extremely

useful solution, is A/B testing which is something that most

companies already use to gauge email marketing subjects, and

other forms of content. Its a simple as measuring how personalized

videos perform relative to yourbusiness KPIs.

When it comes to generating ideas you can always look at inbound

marketing content that youve already created. Starting with

pieces that have already performed well in terms of sharing,

average time on page, bounce rates, and completion goals

(webforms, etc.) and general engagement is a great way to create

personalized videos for your audience.

Now, by using this information to your advantage it is possible to

identify specific topics and trends that continue to garner the best

results. In identifying the way it was explained, its distribution

channel, and A/B testing it becomes possible to create a highly

engaging video that can be delivered through your marketing

automation flow.

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Its possible to include personalized automated

content that feels as though its been hand crafted

just for your prospect, lead and customer.

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Creating personalized videos for each step in the buyers journey

will help you deliver relevant, engaging and converting content with

every interaction no matter where your prospects, leads and

customers are coming from.

Whether a user is coming from a landing page, a newsletter

subscription, or any of the dozens of other ways that they might

use to enter your businesses system, its possible to include

personalized automatedcontent that feels as though its beenhand crafted just for them.

Thanks to technological improvements, marketing automation

solutions are easier to work with than theyve ever been before. A

marketing automation solution is capable of automating nearly

every business workflow in a scalable way.

Whats the bottom line?

Increased operational efficiency, more revenue,

limitless creative and real, lasting results on your

terms.

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Skyrockting the Digital

Opportunity

Sezion helps you increase your

lead engagement and

conversions by automatically

creating a personalized video for

every prospect lead and

customer during the sales cycle.

GET YOUR FREE DEMO

Join us for a free Demo and Consultation

Let's discuss your business goals and how our solutions canhelp you get there faster.
http://go.sezion.com/increase-lead-engagement-with-personalized-videos/http://go.sezion.com/increase-lead-engagement-with-personalized-videos/

The Power of Customer Segmentation, Automated Marketing and Personalization eBook

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