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The Power of

Customer Segmentation,
Automated Marketing &
Personalization

Is it possible for a business


to grow and maintain a high
level of personalized
customer engagement?

MARKETING RESOURCES

A PUBLICATION BY

Table of Contents
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
Sezion Digital, S.L. 2015

The Power of
Customer Segmentation,
Automated Marketing,
and Personalization
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?

What Is Customer
Segmentation?
Customer Segmentation is the act of subdividing a market into
multiple, smaller customer groups based on similar
characteristics. With proper customer segmentation, youll be
able to tailor specific offerings and messages for your selected
customer groups, allowing you to improve the KPIs relevant to
your business goals.

Two relevant questions


Do subgroups need personalized
communication to be reached?
Are these groups more profitable?

By focusing on the most profitable demographic


segments, a company can maximize its ROI.

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 high and low profit margin customers.
Customer Segmentation can also serve as the principal basis for
allocating resources to product development, marketing, service
and 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 Marketing
Automation?
Todays brands are presented with a huge challenge: How can a
brand connect, interact, and remain relevant to their audience? As
global 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 and


workflows 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 positive impact 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 and video 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 specific messages and
content to every user in the way that makes sense for him or her.

How Personalized
Marketing Is Taking
Over The World
Personalized 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 successful brands 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 who they 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 months
from 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.

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 without relevance,
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 more than 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 that by 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 Love


Personalized 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 beyond traditional
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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Personalized Marketing Is
Here To Stay
Simply: Its here to stay. Personalized content brings heightened
relevance, lasting connections, and creates trust between brands
and their consumers. The ability to reach hundreds of consumers
not as a single entity, but as an audience of individuals
each of whom receives their own personalized creative message
thats what makes the difference.
Effective marketing requires a targeted one-to-one approach in
order to avoid being perceived as overly intrusive. In the words of
Mike Kerns, SVP of Homepage and Verticals at Yahoo:

Personalization gives each user a concierge online


experience. Its the web, ordered for you.

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Measuring Engagement
Effective Customer segmentation calls for more than knowing basic
information about your prospects, leads, and customers. Customer
segmentation 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 tend
to 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 combined bounce rate for all of a sites
pages. This is another metric where a lower number is a better
number. Measuring the lead engagement with site bounce will
give you a general overview of what is happening on your
website, 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 be
losing interest.

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4.

Average Time On Page: Unlike the first three metrics, seeing


a low average page time isnt necessarily bad. A perfect
example of where you would want a 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 your
sales 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
Segmentation
Empowers
Personalized Videos
Customer segmentation and personalized
videos are the perfect pair.
As we mentioned earlier: More than 55% 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
doubles when the viewers have watched an entire video
advertisment jumping from 8.3% to 20.5%.

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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 personalization
throughout 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 Your


Prospects, 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 your business 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 automated content that feels as though its been
hand 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.

Join us for a free Demo and Consultation


Let's discuss your business goals and how our solutions can
help you get there faster.

GET YOUR FREE DEMO


Or contact us at sales@sezion.com

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