prospects Archives - Boston Turner Group

How to Segment Data to Boost Response and Conversion

August 7, 2012
Matthew Turner
Articles

Your customers and prospects are as individually different as the colors in a rainbow. If you understand how to target and communicate to them based on those differences, your response rates will be just as beautiful. If you try to mix your messages for the masses, the colors will run together and you’ll have a less-than-beautiful muddy mess.

Last week I fired off a post suggestion that we should all be looking at data segmentation in our lists to improve response rates. I had some great feedback on the post from readers wanting more detail, including this email from a friend:

I completely agree that segmentation will improve response rates. What do you suggest we look at as segments?

So here are some thoughts to get you going.

Do You Segment Your Leads and Prospects?

August 1, 2012
Matthew Turner
Articles

I’m surprised how many companies take their databases for granted.

They did a good job at one point collecting leads from purchased lists, trade show badge swipes, web hits and referrals. But then the data starts to suffer from a lack of attention, no new investment of resources or energy and just some poor data management. A lot of companies never clean the data and most companies just copy the data from a hodge podge of lists randomly into their CRM system or their email marketing program.

But a lot of the literature shows that companies who invest time and money into deduping their lists and segmenting their prospects into groups like industry verticals, job titles, job functions (which are often different than titles), associations and the like see much better response rates.