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Customer Segmentation,
Automated Marketing &
Personalization
MARKETING RESOURCES
A PUBLICATION BY
Table of Contents
The Power of Customer Segmentation, Automated Marketing, and
Personalization Page 3
What Is Customer Segmentation? Page 4
Using Customer Segmentation To Drive More Revenue Page 6
What Is Marketing Automation? Page 7
Why Customer Segmentation Loves Marketing Automation Page 8
How Personalized Marketing Is Taking Over The World Page 9
The Rules Have Changed Page 11
Prospects, Leads, and Customers Love Personalized Content Page 12
Personalized Marketing Is Here To Stay Page 14
Measuring Engagement Page 15
6 Key Metrics For Measuring Lead Engagement Page 16
How Customer Segmentation Empowers Personalized Videos Page 19
Whats The Best Personalized Video For Your Prospects, Leads and
Customers? Page 23
About Sezion Page 26
Sezion Digital, S.L. 2015
The Power of
Customer Segmentation,
Automated Marketing,
and Personalization
In today's world, the rules of marketing are in a state of constant
flux. With each passing day there seems to be a new social media
platform, another algorithm update, and a new "best practice," and
yet, even with all this change there are several trends that are here
to stay. Today's consumers aren't only looking for a business that
can provide them with the most information, the right services and
the best rate they're looking for the businesses that are willing to
treat them not as number, or a two dimensional customer, but as
individual.
Its no secret that individualization and personalization help
companies build trust and strong, long-lasting relationships with
their customers, leads, and prospects.
The real question then becomes:
What Is Customer
Segmentation?
Customer Segmentation is the act of subdividing a market into
multiple, smaller customer groups based on similar
characteristics. With proper customer segmentation, youll be
able to tailor specific offerings and messages for your selected
customer groups, allowing you to improve the KPIs relevant to
your business goals.
What Is Marketing
Automation?
Todays brands are presented with a huge challenge: How can a
brand connect, interact, and remain relevant to their audience? As
global marketing trend abandon the traditional in favor of the
digital, companies are forced to navigate the changing times by
finding new options that help to maximize efficiency and longevity.
This is where Marketing Automation comes in
Marketo defines Marketing Automation as a category of software
How Personalized
Marketing Is Taking
Over The World
Personalized Marketing at large scale represents a new
way of communicating, selling and learning.
The rise of Personalized Marketing has transformed the way
companies approach media and how successful brands engaging
with their prospects, leads and customers. Personalization is no
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Personalized Marketing Is
Here To Stay
Simply: Its here to stay. Personalized content brings heightened
relevance, lasting connections, and creates trust between brands
and their consumers. The ability to reach hundreds of consumers
not as a single entity, but as an audience of individuals
each of whom receives their own personalized creative message
thats what makes the difference.
Effective marketing requires a targeted one-to-one approach in
order to avoid being perceived as overly intrusive. In the words of
Mike Kerns, SVP of Homepage and Verticals at Yahoo:
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Measuring Engagement
Effective Customer segmentation calls for more than knowing basic
information about your prospects, leads, and customers. Customer
segmentation done right measures engagement and trust by
chronicling every detail: from the first touch point to moment of
conversion from lead to customer.
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6.
Sales: Last, but by no means least. While sales goals will vary
from business to business, its almost always true that if your
sales are increasing youre doing something (or several
somethings) right.
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How Customer
Segmentation
Empowers
Personalized Videos
Customer segmentation and personalized
videos are the perfect pair.
As we mentioned earlier: More than 55% of marketers have been
using marketing automation for at least 3 years. Customer
segmentation is crucial for Marketing Automation. More than half
of marketers acknowledge personalized video as having one of the
best ROI. On average personalized videos are 54% more engaging
than non-personalized videos.
Taking advantage of personalized videos high engagement rates
with Marketing Automation software will help you know exactly
whats working best in terms of conversions, lead generation and
sales.
The first step in identifying which kind of personalization works
best with your business is to track video completion rate. According
to a TubeMoguls, the rate of message association more than
doubles when the viewers have watched an entire video
advertisment jumping from 8.3% to 20.5%.
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