Marketing Ops: How to Prepare for an Email Nurturing Campaign

March 8, 2017 Sterling Meyer

This is the latest installment of our Leadspace Best Practices series — where we share our team’s insights and experiences into effective B2B Sales, Marketing and Customer Success.

A common priority for B2B marketers is figuring out what to do with a refreshed marketing database.

Organizations see value in having up to date, refreshed data – this enables more efficiency in pipeline-contributing efforts (email nurturing, sales direct outreach, etc). Marketing operations is often tasked with taking this refreshed, more up to date data and acting on it.

Here are some common ways to segment a refreshed database into targeted, more manageable streams:

1. Buyer type/persona

One of the most common segments, this aligns segments of data with a lead’s role.

The simplest personas are based on a combination of department and seniority level (VP of IT, Director of Marketing), and can get more detailed by layering on specific skillsets (Director of Demand Gen, VP of IT Infrastructure).

2. Firmographics

Taking a step above the individual lead, company size, industry, or the combination of both can be a straightforward way to market to your customers with more targeted content.

3. Record age

Looking at time since a lead was last touched, or time since a lead’s last engagement (e.g. site visit, content download) can result in effective content tailored to cold leads (with no activity), or leads that had some engagement, but went dark.

Just because they haven’t engaged until now, it doesn’t mean they can’t be reached with carefully-tailored content.

Always be content-ready

Whatever segmentation methods you chose, be sure to have content in place to message against that segment, and processes in place to support any campaign response or follow-up.

In other words:

Do: Have follow-up processes in place that match your current BDR/MDR structure. If you segment by industry or region currently, create nurture and/or dial campaigns that match your existing criteria.

Don’t: Segment out a population of your database if you don’t have messaging to match. Even if you have buyer types clearly defined, if you need to drive pipeline quickly and do not have content for a certain audience, you are better off segmenting by firmographics and tailoring your messaging by industry or company size.

Once you’ve decided your segments, use your tailored content and prioritize the leads that will best work for you within these populations.

For example:

  • If segmenting by buyer type, structure your outreach to prioritize those that match the persona most closely.
  • If segmenting by industry or firmographics, you’ll already have your criteria in place as to what makes a strong company target. Once you’ve divided your DB based on these company targets, prioritize as you would based on seniority level, department, etc.

Visualizing your segments, understanding your current content streams, and aligning with your current outreach processes leads to the most efficient nurture campaigns.

The concepts discussed above can offer a starting point for those beginning a new nurture campaign or starting with a refreshed database.

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Picture from Pixabay | CC0 Public Domain

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