Database segmentation and engagement aren’t two terms you often hear paired together.
Being the self-proclaimed data-nerd and passionate marketer I am, I want to talk a little bit about why these two terms should be lumped together and how you can leverage rule-based segmentation and marketing automation in order to increase engagement.
To start off, let me clarify what I mean by “rule-based segmentation”, formally known as “dynamic lists”.
Dynamic list segmentation in Pardot allows you to continuously and automatically populate targeted prospect lists tailored to your exact specifications. Dynamic lists can be created based on fields, custom fields, tags or score and are updated in real-time to maximize relevancy and boost engagement.
Play Off Prospect Behavior
by creating dynamic lists off of prospect tags
Use completion actions to add tags with a ‘theme’ or ‘interest category’ to prospects who interact with different marketing assets (content files, custom redirect links, forms, emails, etc) and use tags to segment prospects by interest using dynamic lists.
You can use dynamic lists to source a drip campaign, or as recipient lists for list emails containing new or related content geared toward your targeted prospects. Either way, you’re personalizing the buyer’s journey; as a result, you’re going to drive more engagement.
Get Inside Your Prospects’ Heads
by creating dynamic lists based on prospect score
Let’s face it, prospects with a score of 600+ won’t find much value in an introductory email explaining what your company does. Reason being, they already know a lot about you given their high score.
An easy way to boost engagement is to asses their stage within the buying cycle and align your messaging accordingly.
Remember: Prospects want information that helps solve their problems!
To follow Mathew Sweezey’s thoughts on the subject from his new book, “Marketing Automation for Dummies”, prospects can be broken down into three levels:
- Awareness: Newer prospects or prospects with a lower score (0 – 30 points*) who may not even know they have a problem, let alone know that your company can help them solve it.
- Consideration: Prospects with an average or decent score (31 – 75 points*) who are aware that they have a problem and are looking for potential solutions.
- Decision: Prospects with a higher score (76 – 100 points*) who probably know of the potential solutions to their problem, but who need further convincing that your company is the solution for them.
*Based on a 100 point scoring model
By creating dynamic lists for these three groups, as a prospect’s interest in your company grows, they will be added to the appropriate dynamic list in real-time and can begin receiving messaging that matches their interest and stage in the buying cycle.
For ideas for content aligning with each of the three stages of the buying cycle, check out this Pardot blog post.
Context Is Key
Create dynamic lists using CRM data
Beyond basic prospect-level demographic data available to you from within your CRM, there’s a lot of valuable data that’s captured on the Account or Opportunity-level that you can use to segment on and provide a more engaging prospect experience overall.
Here are a couple of ideas I’ve personally seen success with, but the opportunities are endless (no pun intended)!
- Want to try and speed up conversion? Consider segmenting your prospects by Lead or Opportunity stage!
- Use your powers of persuasion and rule-based segmentation to win back prospects associated with recently lost opportunities.
- Show your new customers the love! Dynamically segment prospects of recently signed Accounts and make a good first impression!
Now more than ever it’s important to stay relevant as your prospects move through the marketing funnel. By managing prospects and nurturing leads based on specific needs and interests in real-time, you’re bound evoke engagement and make a lasting impression on prospects by providing them with the right nurturing touch at the right time.