Segmenting Leads: Why It's Important | Mann & Co. Inc.

Segmenting Leads: Why It’s Important

Segmenting Leads: Why It's ImportantHave you begun segmenting leads for your website? You’re starting to see some traction with generating leads. It’s exciting to see a growing interest in your business, services and/or products.

But not keeping organized can be problematic. It’s not uncommon for businesses to use many tools to capture and engage their prospects. At first, it might seem manageable. But it can quickly get out of hand as you generate more and more leads.

Data can get lost.  Inaccuracies and errors can creep in. Duplicate entries can be created with you knowing. Categorizing or segmenting leads can become a chore. It can get to the point where you don’t even know who’s “warm” or “cold” anymore.

What the above underscores is the importance of centralizing and segmenting leads.

The Customer Journey Is Key

You may be utilizing a variety of channels to attract leads – social media, email, advertising, content and the like.

Regardless of how you first engage and convert your prospects, how you nurture them is just as important.

Not everyone who joins your email list will be ready to buy. So, your must provide them with information that makes it easier for them to move towards a buying decision. Emails about your most viewed content, product comparisons and reviews, whitepapers and other free content can all be helpful in this process.

The Importance of Utilizing a Centralized Solution

As already noted, you’re probably connecting with your leads in a variety of ways. That’s fine.

But if you’re capturing those leads using a mix of tools and apps, email marketing software and CRMs, you’re going to find it challenging to keep it all organized. That’s why segmenting leads is important.

Sure, when you’re only converting a small number of leads every day, transferring your data from one app to another might not seem like a big chore.

But what if you begin generating hundreds or even thousands of leads per day. Could you keep it all straight?

In some cases, you can mitigate this chaos using automation. Tools like IFTTT and Zapier might let you immediately transfer the data you collect from one platform over to another. But this isn’t always 100% dependable.

Another common challenge is keeping the data straight. Even something as simple as collecting first names and emails with one tool and only collecting emails with another can be problematic for campaigns you want to run down the line.

Just think about it – if your email software gives you the ability to refer to the subscriber’s name in the message, and you don’t have that information for some users, it diminishes the effectiveness of that tactic.

Segmenting Leads: The Why

Check against your funnel. And, if you don’t already have one, create one.

Most marketers break their sales funnel into three to six stages.

A six-phase funnel might look something like this:

  1. Awareness
  2. Interest
  3. Consideration
  4. Intent
  5. Evaluation
  6. Purchase

Leads are entering your funnel at various stages, and it’s important that you’re segmenting leads into appropriate categories.

This allows you to tailor the content you send to them with your lead nurturing strategy.

For instance, let’s say a lead signs up to receive email communication from you after reading content that appeals to someone in the third and fourth phases of the sales funnel (Consideration and Intent). That means it may not be long before you can move them down to Evaluation and Purchase. But you would first need to send them the right type of content to create engagement. You should send a different kind of content to someone entering at the Awareness phase.

That, in a nutshell, is why segmenting leads is key.

Final Thoughts: Segmenting Leads

It’s easier to set things up correctly at the beginning than to troubleshoot later when lead management is getting out of hand. Put the right systems in place early to avoid chaos creep.

Are segmenting leads? What tools are you using to achieve this end?

Let us know in the comments below.