Segmentation

"Spray and pray" e-mail communications are not the way to reach your target prospects. Segmenting your audience into groups based on key attributes such as industry vertical, geography and/or specific behavior allows you to target the right people at the right time with a resonant message.

As MarketingProfs notes, "Even wide segmentation slices can greatly simplify the e-mail marketing message challenge, and boost performance."¹

Segmentation goes hand in hand with lead scoring and message development exercises to help you understand which prospects are most likely to convert—and target them with resonant messaging.

Segmentation as part of a messaging and communications strategy can help you:

Reduce wasted effort and list fatigue
Shorten the buying cycle
Improve ROI on demand generation campaigns

Learn more about how Bulldog Solutions applies segmenting as part of a messaging strategy to create more effective audience targeting.

¹Source: "How to Use Email Segmentation to Shorten the Sales Cycle," MarketingProfs, 2007.

Additional Resources

Webinar

From Inquiry to Opportunity: How to Engage Prospects Throughout the Funnel

To be successful at driving revenue—not just leads—BtoB marketers must understand how to engage prospects throughout the funnel. From top-of-funnel activity all the way through to opportunity, and, for that matter, to setting up Sales for a closed deal, what you say and how you say it matters. Join experts from NetProspex and Bulldog Solutions to learn tactics to fill your sales funnel and to build a comprehensive segmentation and messaging strategy that can make you a marketing superstar.

Webinar

Six Truths About Marketing Automation (and How to Face Them)

Companies that implement marketing automation platforms successfully can close 400% more deals than those without. But getting from point A to point B isn't easy. In fact, your road to success should begin with a reality check. In this Webinar, marketing automation company Manticore Technology and demand-generation agency Bulldog Solutions review six "truths" about marketing automation, and how to address them head-on.

White Paper

How Nortel Impacted One-Third of a $1.6 Billion Pipeline

This case study shows how Nortel executed a "Close the Pipeline" plan to convert sales-accepted leads already in the pipeline to closed deals—even while they prepared to be purchased by a competitor.

Webinar

Lead Nurturing Case Study: Re-engaging Dormant Leads

Demand generation experts from research firm SiriusDecisions to thought leader Brian Carroll have made clear the power of lead nurturing to improve the rate of closed deals. In this Webinar, Bulldog Solutions and software company Mark Logic will present an example of an effective nurturing program that re-engaged dormant leads for Mark Logic, generating additional ROI from an existing internal database and helping the company do more with less in the final quarter of 2009.

Webinar

Evolving the Lead Score Beyond Basic Data

Explicit information about your prospects is important, but it isn't everything. The missing component is behavior. In this Webinar, marketing automation leader Eloqua and demand management agency Bulldog Solutions will define the building blocks and review a case study of implementation of multidimensional lead scoring that takes both explicit and implicit information into account.

Segmentation

Additional Resources

From Inquiry to Opportunity: How to Engage Prospects Throughout the Funnel

Six Truths About Marketing Automation (and How to Face Them)

How Nortel Impacted One-Third of a $1.6 Billion Pipeline

Lead Nurturing Case Study: Re-engaging Dormant Leads

Evolving the Lead Score Beyond Basic Data

Convert Leads