Is your account-based marketing segmented? While the process of segmentation can sound daunting depending on how many contacts you have, segmenting your account-based marketing can have a huge positive impact on your ROI. When it comes to segmentation, there are a few different approaches you can take. You can begin by grouping your contacts into different categories based on their location, industry, size of the company, and more.

Why Segment?

Segmentation makes it possible to personalize your marketing efforts by grouping contacts that have certain commonalities. This means you can tailor what you’re saying to individuals and small groups and make each point of contact more meaningful.

Demographics

When you know the demographics of your customers, it can be easy to pinpoint how somebody in that demographic is likely to purchase, therefore making it easier to reach out to them in a manner that would result in a sale. Some demographics you can use to make these determinations are:

• Age
• Location
• Education
• Gender
• Income

Behaviors (Job/Spending/Travel)

Beyond basic demographics to segment your marketing, you can segment people by their behaviors can be really helpful. Knowing their job title, hobbies, interests, how they spend their money typically, and their travel habits can all be really great ways to build a buyer persona that could help you further segment your list.

Geographic

Geographic location is one of the most basic ways to segment a marketing list. Certain initiatives depend heavily on where somebody is located. Knowing the geographic location of customers can allow you to tailor campaigns and messages accordingly in order to maximize ROI.

Segmentation Process

Once you have gathered all of your data, it is time to analyze it. While analyzing, you can build groups and buyer personas that would each require a different marketing approach. Keep in mind that all of the data is important when sending out targeted marketing. One piece of criteria won’t always work. Be sure to track and analyze your results so you can make adjustments to your segmentation process to make it more effective and efficient.

By implementing some form of segmentation into your account-based marketing strategy, you will be able to maximize ROI and increase engagement with potential customers or clients. Not only will you be able to provide more targeted messaging, but the data that you collect from segmentation can also help you better understand customer behaviors and preferences, which can, in turn, help inform future marketing initiatives.

Leverage Winn for your next ABM Campaign!