How do you enhance your Audience Segmentation Strategies to Drive Better B2B Marketing ROI?

With a better understanding of your target audience, you can fine-tune your marketing and sales messages to convey what’s important to your future customers at the right time.

Audience segmentation allows marketers and sales teams to divide their audiences into groups and plan and execute different types of campaigns to meet the group’s specific interests and needs.

By targeting your marketing and sales messages to a specific group of people, you can get a better long-term ROI because of the relevance this brings to any campaign.

General Practices

Audience segmentation is generally done based on certain characteristics, such as demographics, current purchasing behavior and intent, other subjective characteristics, geographic location, age group, and, in many cases, ethnicity, and income or expense.

Depending on a company’s maturity, current and short- and long-term goals of a marketing/sales team and their respective budgets, each team must invest in marketing and sales campaigns and even in martech / sales tech tools, the different teams they need based on lies for their audience segmentation.

Demographic and geographic targeting is the most common building blocks considered here, with leading platforms like AdRoll, Facebook, Bing, Google, and many others, allowing marketers and sales teams to collect relevant data to build rankings.

Other important factors that matter

Behavioral segmentation

By dividing the audience into different groups based on how they buy and how they choose products and services, marketers and sales teams can better understand why these consumers buy what they buy, how often they buy these types of products, and what inspires them to choose one brand over another.

Behavioral targeting can allow marketers to customize messages for when this shopper is likely to convert, based on their actual buying behavior. This can be especially useful for new customers who are coming for the first time and to increase mutual loyalty.

Travel status of each buyer

The B2B buying process is often seen as long, complicated, and time-consuming, with the general idea that many malls and decision-makers are involved in the process.

Understanding the typical stages of the B2B shopper journey – knowledge, consideration, and decision making and dividing the audience based on where they are on that journey can help create personalized messages and campaigns to help the shopper guide them through each stage of the purchase journey with the ultimate goal of making it a victory.

Customer Engagement Level

Every marketing strategy must have a space where marketers are constantly finding ways to drive customer engagement and ROI models. It’s part of the process.

The other involves segmenting audiences based on their current level of engagement and interest in the organization or product – this is a feat many successful marketers use to their advantage.

Have you noticed how big B2B and B2C brands send automated messages promptly when they realize you haven’t done anything to them in a while (especially if you’re the type to visit their websites or request services/products? or with them on social media).

That’s because marketing teams segment audiences and messaging and catering campaigns for retention or sales, based on each customer’s level of engagement.

Customers who subscribe to a newsletter, order or subscribe to a product and take advantage of new offers when placed in a single group can be encouraged and successfully tagged, as opposed to when the same sub-group of users is in a single group the group is posted a wider audience and sent generic marketing messages.

Device and Channel based Segmentation

Today’s customers are active across multiple channels and media, emails, phones, social media, computers, tablets – the list goes on.

More than half of your users use multiple handheld devices, such as cell phones, to read your campaigns and browse your website. This is just the first part; the other is to understand how users use each of these channels and devices differently to meet their shopping needs.

The survey shows that between 25 and 30% of Millennials are mobile internet users who use tablets and smartphones in the same way that other people use computers and laptops.

Marketers must understand this so they can build shopping experiences that are suited to different channels and devices (eg direct purchase via email) or on smaller screens in situations where most shoppers need services or products using their own mobile devices. Telephone.

This level of personalization allows marketers to properly optimize messages and structure campaigns that can capture customer interest and prospects as they are delivered in a way that resonates with the audience.

Audience segmentation is an evolving process

Because marketers now have access to a lot of data and insight into customer behavior, you need to define processes to understand the data and build models that different teams can use in a short amount of time to drive customer interest, successful journeys, and conversions.

Every marketer must constantly set new standards and goals for their audience segmentation practices, constantly evaluating what kind of goal works best for them. A combination of multiple steps and targeted strategies is key to knowing your target audience and what drives their interest in buying, including how and when.

If marketers use different audience segmentation strategies and skills to build stronger processes, it will lead to better sales, more customer acquisition, and most importantly, repeat business.