You’re checking out a new SaaS tool for your startup company. You did your research, compared offerings, and found an option you really like. You even booked an hour-long demo with a sales rep. The call was great — you liked the rep, had positive feelings toward the company, and we’re getting ready to make your final decision.
Then, after all that time spent with the company, you receive an email. You were expecting a personalized follow-up or maybe even a generous discount code. But instead, you got a generic email asking you to schedule a demo — which you had already done.
As a result, you felt unspecial and like the time you invested with the company didn’t matter.
You were a victim of improper lead segmentation — and it was a big turn-off to you as a consumer. Consequently, you decide to go with a competitor. A negative (or even too generic) interaction with your brand can cause you to lose valuable leads. So what can you do about it?
Lead segmentation is key to helping your brand accurately and efficiently nurture and close more leads.
Let’s dive in.
Table of Contents
What is Lead Segmentation?
Lead segmentation is the process of breaking your list of leads into smaller but more specific lists in order to communicate in a more personalized way. A critical method for segmenting leads is based on various factors like, demographic, behavioral, geographic, lead’s status, a number of times attempted to reach, age of the data in the organization or position in your workflow, etc.
By creating unique strategies for each segment of your list, you can improve your communication relevance and personalization and maximize results.
Why do you need to segment leads?
Lead segmentation is important for so many reasons, from organization and prioritization to customer experience.
Here are a few reasons why you should segment leads:
- Build better relationships with both your prospects and customers.
- Create a fast and smooth purchase process.
- Convert more leads and drive more revenue.
- Improve response rates and engagement.
- Lower customer acquisition costs and improve marketing ROI.
- Collect meaningful data and insights on your audience.
Lead segmentation works for any industry, from real estate and insurance to tourism and wellness — plus everything in between. Segmenting leads facilitates a better lead nurturing process for any kind of company.
Stimulate your Segmentation with Tailored Workflow for each Segmented List
Once you’ve segmented your leads, it’s important to create a tailored workflow that keeps your leads connected to your brand. This should be done through multiple touchpoints on a frequent (but not too frequent!) basis. Another key for successful lead nurturing is to adopt an omnichannel communication strategy for your follow-ups. Omnichannel follow-ups mean you’re not just sending email after email. Instead, you’re following up across different channels, like email, phone, tell surveys, SMS, MMS, and more.
While this may sound intimidating, an automated lead follow-up system can handle the heavy lifting, helping you follow up with leads in a timely manner across multiple communication channels.
See FlowUp in action with Segmented Leads and Automated Lead Follow-ups
With an automated follow-up system like FlowUp, you can truly harness the power of lead segmentation without manual effort. Lead segmentation capabilities are baked in from the start.
A few ways you can segment your leads with FlowUp, by lead status would be:
- New Prospect/Opt-in
- No Answer
- Closed Leads
- Many more…
With FlowUp, you can create custom tags for your leads and segment them based on their position in your custom workflow. This way, you can send a convincing follow-up that’s appropriate for where they are in the customer journey. For example, the message you send to a lead who just entered your workflow may be a collection of FAQs or a case study. A message for a lead further in the workflow may include a limited-time promotional code to urge the conversion.
With FlowUp’s automation and segmentation capabilities, you can send the right message to the right leads every time. This creates a better customer experience and more sales with less effort and upkeep.