How to segment Leads to identify what stage they are in the purchase journey – WAU
With the spread of the Inbound Marketing methodology, many companies have invested in content production and lead generation and qualification. However, difficulties in performing an effective Lead segmentation are recurrent, given the various peculiarities of the alternative. Many companies have invested in generating a high volume of Leads, believing that […]
With the spread of the Inbound Marketing methodology, many companies have invested in content production and lead generation and qualification.
However, difficulties in performing an effective Lead segmentation are recurrent, given the various peculiarities of the alternative.
Many companies have invested in generating a high volume of Leads, believing that, in this way, they can increase sales due to the high flow.
However, after Lead converts and is directed to the sales funnel, it will be the qualification strategy that will allow him to reach the bottom of the funnel and be able to close a purchase.
During the qualification process, it is not the volume of Leads, but the customization of the strategy that will enable the success of the company’s Digital Marketing solution.
Among the particularities of the Lead that must be considered in the qualification are:
- Interests shown and buying behavior;
- What materials he accessed and how deep the contents were;
- Lead’s profile and performance position;
- Segment of the company in which it operates.
The collection of this information will allow a more efficient segmentation of Leads.
There are other segmentation criteria that can also be observed in order to identify which stage the Lead is in the purchase journey and to improve the approaches taken.
1. Engagement in email campaigns
After entering the company’s nutrition flow, Lead starts receiving nutrition emails.
These emails should offer conversion possibilities, with content directed to the behavior presented until then.
The open rate and click rate, which are important email marketing metrics, should be analyzed to indicate whether the Lead is really interested in what the company has to offer and whether it has the potential to move forward in the sales funnel, and may close business in the future.
Email Marketing should offer conversion opportunities, whether with content on the website, download eBooks, infographics and other materials that allow identifying whether the Lead is looking for more introductory or more in-depth content.
2. Visits on the website
The behavior shown by Lead when visiting the website is also an indication of what stage he is in the purchase journey.
A tool that has the functionality of Lead Tracking allows you to track what Lead visited on your website, such as contact pages, about, work with us, free trial, company blog posts and more.
You can also find out what Lead’s engagement was on these pages, what actions they took next, average time spent on content, etc. All of this information allows you to identify whether the Lead is at an early or more advanced stage in the purchase journey.
If Lead dedicates more time to generic content, it is an indication that he is at the beginning of the journey.
More in-depth informational content shows that he is in the middle of the sales funnel.
When he shows interest in prices and services, for example, it is an indication that Lead is more likely to close the deal.
3. Lead Conversions
The conversions carried out are also a good indicator of the Lead’s behavior, which helps to identify which stage he is at and what content can help him get down the sales funnel.
Analyze which Landing Pages the Lead has converted, checking how many and what content has been downloaded so far. A Lead higher at the top of the funnel should not have made many downloads and the contents can be wider.
A Lead who made several downloads and accessed more in-depth content already shows a greater interest in the company’s solution – he is more qualified.
Conversions can also be used as triggers that demonstrate Lead’s advancement in the sales funnel and his interest in a particular topic.
So, after converting to a Landing Page looking for more information on a subject, he enters the company’s email flow that allows him to deepen his knowledge on the topic.
4. Profile information
The information collected about the Lead in the contact forms and Landing Pages are decisive to identify which are your next steps.
As Lead progresses on the purchase journey, more data can be collected on conversions, allowing you to customize future approaches.
Therefore, defining which fields will be requested is essential to gather more relevant information about Lead’s profile and improve his experience by offering the right materials.
Consequently, by making better use of the available information, the company is able to optimize the closing rate by meeting the Lead’s needs in a time appropriate to his demands.
After using this series of information to identify the stage of Leads in the purchase journey, it is possible to improve the Inbound Marketing strategy by offering personalized content that is more compatible with the Lead moment.
By increasing the efficiency of the qualification of Leads through more relevant and efficient approaches, it is possible to refer a potential customer more likely to close the deal for the sales team and improve the results of the company as a whole.
If the volume of Leads is very high and the marketing team is facing difficulties in performing the segmentation on different platforms, a Lead Scoring can be of great value.
But what is Lead Scoring?
Lead Scoring consists of a process of prioritizing Leads according to a score that is assigned to each Lead after analyzing all these behaviors, from the first contact and throughout the qualification period.
The resulting score is obtained from the crossing of various data that makes it possible to identify the “best” and “worst” leads.
Among the benefits of using Lead Scoring, the ability to quickly and accurately target a high volume of Leads stands out, increasing the customization of approaches and forwarding only qualified leads to the sales team.
The automation of several stages of an Inbound Marketing strategy is what makes it possible for the solution to be effective even with a high volume of Leads to be segmented and qualified, without losing the quality of the consumer experience.
If you liked the subject and are looking for more information on the automation of the lead segmentation process, read now the Lead Scoring eBook: How to triple sales with the same number of Leads.
* Content produced by the team of Resultados Digitais