How a Healthcare Software Company Used Behavioral Marketing to Exceed Lead Targets by 400%
As marketers, when we hear the term “personalization,” we’re conditioned to think, “Hello [recipient name], I really looking forward to sharing with you some ways that [company name] can best serve you.”
Though these methods may have increased opens and clickthrough a decade ago, they are no longer capable of working magic on their own. In short, customers have figured us out.
We all know that email can be effective at driving demand. The challenge is knowing exactly how to craft our emails in such a way that they are immediately relevant to our prospects.
How deep should you segment? How do you figure out the right message to send to each segment?
In this interview at MarketingSherpa Summit 2016, Jeremy Mason, Director of Demand Generation, SCI, will discuss his takeaways from how his team redefined their primary buyer personas and launched a triggered email nurturing program based on prospect depth, role, readiness and behavior.
SCI Solutions, a Seattle-based company that offers software to hospitals and other medical facilities, is faced with an impossibly crowded marketplace. The contact information for every buyer is easily available, and open rates across the industry are less than 1%.
To combat this, Jeremy and his team combined the most effective aspects of persona-marketing and trigger-based marketing to create a truly individualized behavioral marketing plan.
“One of the first steps in making it relevant is to make it personalized, and we put a lot of emphasis around personas, and then working automation logic around those personas. And we got as specific as we possibly could there,” Jeremy said.
The selection of every piece of content and the precise timing of its delivery was anchored by the team’s knowledge of who the recipient was — based on industry standard databases, Data.com reports, LinkedIn research and his team’s own internal data — and where they were in the customer journey.
Using immediately relevant emails comes with a few questions — how deep should you segment? How do you figure out the right message to send to each segment?
“Initially, you’re not going to get the depth that you want. So you’re not going to go so far that you blow it out and get too granular,” he said.
He advised that marketers “start out small with that initial bifurcation and go as far as you can, knowing that time is of the essence. And as you go along you can get more detailed.”
When you’re working with marketing automation with automated marketing drips, you can pause the drips at every cycle, he said, and when you do, it’s vital to stop and analyze in order to stay agile.
View Jeremy’s full session from MarketingSherpa Summit 2016 to hear him discuss in-depth the bold email strategy his team leveraged to generate 180% lead goal attainment by early Q3 and to ultimately exceed lead targets by 100%.
He covers how he and his team redefined their primary buyer personas and launched a triggered email nurturing program based on prospect depth, role, readiness and behavior.
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Categories: B2B Marketing b2b, behavioral marketing, buyer personas, content, MarketingSherpa Summit 2016, Media Center, personalization
