Simply producing a lot of marketing content and distributing it to all your clients/prospects will no longer work
Handout used in the roundtable session
KEY CHALLENGES
- Simply producing a lot of marketing content and distributing it to all your clients/prospects will no longer work
- Clients/prospects require marketing that is personalised to their needs
- Client segmentation is vital in order for you to band your clients within certain specified criteria
- Once you have completed your segmentation process you can then devise specific messages to these groups that will be more personalised and will attract more feedback, more customer/prospect interaction and then better conversion rates
- The Rumsfold Spectrum – retrospective actions + predictive modelling = intent?
CONCLUSION
- Plan plan plan – establish a clear segment to start on, pick a product you feel you can move the needle on
- Be authentic – use subject matter experts, cull all sales and product information, customer stories as research
- Remove distractions – focus 100% on user needs, dedicate a channel
- Scale smart – segment then product, own the strategy build the capability
- Join the dots – workflow, automate, integrate, push signups, segment by needs
