If you are a B2B enterprise in the United Kingdom, you will most likely agree on how hard it is to find leads. In addition, if ever you come across a prospect, you would go considerable lengths in order to have it qualified for a sales appointment. It may sound easy, but imagine managing hundreds – or maybe thousands – of these individual decision-makers!
From telecommunications down to healthcare, B2B companies are unable to market their products and services effectively because of the fact that they are given a large volume of leads to pursue makes it all the more difficult to create messages that conform to the preferences of each one.
Because of this, marketers usually turn to better tactics to maximize their lead generation and appointment setting. One of these is audience segmentation.
To drive the point home, segmentation allows marketers to organize their campaigns by simply segregating their audiences into manageable groups based on demographic variables such as company size, budget, location, name and associated industry.
Specific advantages include:
- Better Revenue. Segmentation entails a massive spike in revenue, mostly because it involves engaging decision-makers who will sense the most value from your offers and have a greater chance at purchasing your product.
- Savings. Sending emails and conducting cold calls to generate B2B leads can cost you a ton of money. But with a segmented marketing list, you will be able to eliminate the possibility of send to the wrong prospects, thus resulting in dramatically bringing marketing costs down.
- Audience building. Forming long-term partnerships with potential clients is easier once you deliver the kind of messages they want to hear. By presenting targeted messages to the proper personalities, you will in a way get closer to your audience.
- Personalized and valuable messaging. It would sound redundant at this point, but let us all agree that segmentation is effective because it allows for the production of messages that are closer to actual issues faced by potential clients.
Lead generation is not always your typical cup of tea as the process involves more than three steps in order to come up with an effective marketing campaign. Similarly, segmenting your audience and updating them on a regular basis is a lot of work. In this case, you will need some form of help.
Implementing marketing automation software at this point would seem a wise option. But in order to drive better efficiency, you might need well trained and proficient marketing and sales staff to handle your lead generation and appointment setting campaigns.