It’s no surprise, today, personalization is the king of marketing. And scalability is the king of economic effectiveness. These are two new benchmarks in the marketing segment. At the intersection of these two lies the company's competitiveness and potential to grow rapidly.

But the bigger question here is - “How to take a step ahead to achieve this paramount?”

Micro-segmentationfor an outreach campaign is one of the most important steps in this endeavor.

Let’s dive into what a micro-segmentation of contacts is and how Smartleads’s proprietary tool helps address an organization’s internal needs. Want more? Apart from lead generation services, Smartleads also offers you a robust SaaS platform.

It’s no surprise, today, personalization is the king of marketing. And scalability is the king of economic effectiveness. These are two new benchmarks in the marketing segment. At the intersection of these two lies the company's competitiveness and potential to grow rapidly.

But the bigger question here is - “How to take a step ahead to achieve this paramount?”

Micro-segmentation for an outreach campaign is one of the most important steps in this endeavor.

Let’s dive into what a micro-segmentation of contacts is and how Smartleads’s proprietary tool helps address an organization’s internal needs. Want more? Apart from lead generation services, Smartleads also offers you a robust SaaS platform.

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Personalization

Personalization is increasingly becoming important day by day. Whether in personal life or business life, people are more likely to respond and communicate when they are served the information that relates to their situation.

Particularly, in business marketing and sales, personalization plays a crucial role. It helps grab and maintain the attention of consumers. Potential buyers today are so busy with their day-to-day activities that anything not personalized and not crafted to meet their immediate needs would be ignored by them.

Ideally, B2B lead generation could be organized the following way:

1.      A sales team partnering a marketing team to elaborate ideal customer profile (ICP) including:

1.1.    Company

1.1.1.Geo

1.1.2.1.2 Industry(s)

1.1.3.1.3 HeadCount

1.1.4.1.4 Revenue

1.1.5.1.5 Size of a certain department (who is a potential decision-maker or user)

1.1.6.1.6 etc

1.2.    Buyer persona

1.2.1.Seniority

1.2.2.Role

1.2.3.Years in a role

1.2.4.Etc

2.       Additional Industry/Company/Person research including Industry challenges, Company priorities, Person activities, and interests.

Once all this information is gathered and analyzed,  our team works on generating a series of coordinated sales-marketing activities to approach potential buyers. This begins with sharing information about products or services we offer. This is a classical ABM (account-based marketing) where we spend time to understand the needs and challenges of potential customers and craft an offer catered to their specific needs.

Following the aforementioned approach ensures that customers are engaged through personalized communication as individuals. Personalization truly engages a prospect into the dialog which later helps them finally turn into loyal customers.  

But turning a prospect into a customer either primarily relies on the established process within an organization or the level of experience salespeople involved hold. However, a manual process may not guarantee you the expected results. Therefore, companies need to ensure that the process is efficient enough to generate optimum outcomes.

Scalability

Sales and marketing are going to be a key segment for driving the revolution in automation. B2B sales today still lack automation, especially in the field of lead generation. Though the above-discussed manual process proves to be efficient, it requires considerable investment. Also, if your company aims to grow fast, or if you own a startup working with a limited marketing budget, or a small, non-existent business development team, using a manual approach with minimal or no automation is not an effective solution.

For this, you need a holistic end-to-end automated process. This will add scale and predictable quality to process outcomes while dramatically reducing the cost acquisition.

Despite there being tools like Akeneo and 6Sense to automate many of the ABM activities withanti-spam initiatives from LinkedIn and e-mail providers like Microsoft and Google, simply opting for mass-marketing is not a viable option to consider.

So the question here is - how to scale and automate processes while still preserving the level of personalization and details about each prospect gathered during a manual process to effectively bring prospects through a sales funnel?

SmartLeads: Targeting Micro-segmentation

To find potential leads, salespeople usually resort to LinkedIn, Apollo, ZoomInfo, and other such tools. These tools offer basic search functionality but the extent of granularity required for personalization is sub-optimal. That’s where SmartLeads comes to your rescue.

Employing AI and NLP-based algorithms, Smartleads can segment a large pool of contacts which can only be otherwise performed by an experienced sales leader.

Usually even companies from a single industry but different segments - like under software development companies there are segments like security software development and enterprise software development tend to have different contact points/decision-makerswithin the organization. Outreach messaging and sequence can also be different in this scenario. Also, within one organization for maximum effectiveness, you need to arrange a sequence by roles.  For example, begin communication with marketing roles and then with sales and after that move onto CXOs.

Initially, we don’t pay much attention to micro-segmentation. But when working more broadly,  performing A/B testing,  underestimating the importance of selecting narrow groups which have similar needs and play the same roles within the organizations may impact your long-term strategy.

Well, considering the limitations LinkedIn has and the desire to contact only those who need a solution or service, at Smartleads we have developed a sophisticated NLP engine. This tool allows easy integration with your Contact DB filtering. Rest it makes everything much easier. After you finish micro-segmentation, messages get created and configured for your outreach program.

Key Takeaway

There are multiple aspects of running an effective Lead Generation campaign.  And one among these aspects is the segmentation of a pool of contacts into granular groups for whom “personalized message sequence” can be elaborated. So, even though we send single-word messages to people inmicro-segment, they feel that message is personalized specifically for his/her role and need. SmartLeads focuses on this critical step and has developed a robust NLP-powered tool to help BDR, Sales, or Marketing people in thriving the lead generation process.

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