How We Use Segmentation for 73% Engagement on Webinar Invites

When was the last time you received outreach from a company? Was it memorable or did it miss the mark for you?

Targeting customers with the right message at the right time represents one of the most efficient ways to optimize your campaigns. When I receive personalized content, I am much more likely to act on it, and develop a deeper connection because this content is appealing to my specific wants and needs.

That’s why I am a super fan of segmenting leads. Segmenting leads happens when you group together smaller clusters of customers based on various parameters to deliver a personalized experience.

In my role at Conversica, I have spent years managing our own customer communications. Campaigns for webinars, survey follow-up, and scheduling reviews have all benefitted from segmenting customers to allow for more customizations. This has improved our engagement rates and made it easier to report on these specific segments.

I’ve used a lot of basic data for customer segmentation before, including:

• Geography
• Products or services previously purchased
• Product/service use case
• Company
• Industry
• Job Title

Here is an example of an easy way I segment leads using data from our CRM. This segmentation enables a higher level of personalization by using the dynamic fields available in the Webinar Invite: Drive Action Standalone conversation.

• Using our customer’s current product information, I segmented them by the type of product they use.
• Then, when creating a webinar invite, I used the product type field in our CRM to create different campaign based on the data in the field.
• Each campaign utilized different informational statements about what would be discussed to ensure the outreach fits the interests, needs, or pain points of the targeted customers.
• The Informational Statement is a single sentence that offers additional background on why you are reaching out.

We sent one message to newer customers with our standard product type usage and one to our more advanced users.

While the changes may seem small, the mention of the advanced user’s skills and knowledge helped the recipients understand that the webinar is not just for beginners, boosting registration.

Our Revenue Digital Assistant™ for Customer Success was able to encourage 73% of recipients to click the link to register and learn more!

If you’ve integrated Conversica with Salesforce, you can take this personalization further. This integration is compatible with the Conversation Rules feature that we covered on the blog last month, meaning segmenting your leads is even easier!