The more you can personalize your communications with B2B prospects, the greater your competitive advantage. Because of this, marketers and salespeople are scrambling to learn more about their prospects than ever before, including everything from firmographics to insights on individual personalities.
To communicate in a way that’s relevant, you need to dig deep to understand:
But how can you do the research efficiently and effectively?
Do you want to increase your conversion rates by 355%? Of course you do.
What’s the secret? Well, according to a study by Jupiter Research, companies that segment their databases increase their conversion rates on average by 355%.
It makes sense.
Since your prospects and clients don’t all have the same problems and needs, you can’t expect a broad message to appeal to your entire database. To create a robust, successful marketing campaign you need to provide content and messaging that’s relevant. You need to segment your list so you can, for example, send targeted emails and structure tailored telemarketing programs.
You’d think all business managers would be clamoring to slice and dice their list into micro-segments for marketing campaigns. But they’re not doing this! The same Jupiter Research study found that only 11% of companies are using a segmentation strategy. Why are 89% of businesses missing the boat?