Your target audiences aren't their titles. Instead, segment based on what they're actually interested in. Find personas. Communicate based on what you know they want to read about.
Traditional segmentation doesn't work
Segmentation the traditional way, based on attributes, no longer works. Your target audiences aren't their titles and roles, geographies or industries. Instead, you'll find out who they really are based on what they do on your website.
Personas define your target audience not based on their title but based on what they want to achieve. Two different CFOs may be interested in two different things. Two different CIOs may want to achieve two different goals. If you talk the same to both of them, you'll lose at least one.
Segment on buyer's journey and goals (i.e. interests)
Instead, divide your material based on:
- How far your buyer has come in their buying journey
- What goal they want to achieve
Your target audience early in the buying journey is interested in learning more about their problem and different types of solutions. Later in the buying journey of your solution, service or product. Their title, geography, or industry doesn't tell you anything about this.
And what your target audience wants to achieve tells you what material they want to read. Regardless of the title.
Interest-Based Communications
By dividing your material into the buyer's journey and goals, you can follow your contacts and see what they're drawn to and categorize them accordingly. Then you can create real personal communication.
And see the conversion rate on your website and click-through rate on your emails skyrocket, and the number of qualified leads to your sales reps increase dramatically.
How SharpSpring Segments Your Contacts
Track what your marketing contacts are doing
See contacts' interests on the website and email
Sharpspring allows you to see everything your contacts are doing, both via email and on the website. By mapping different content to different stages of the buying journey and goals, you can see what different contacts are interested in.
Segment your audience based on the buyer's journey and goals
Your contact database is the hub of your marketing. If you don't have a well-sorted database, you can't send the right message to the right person. Sharpspring keeps track of what your contacts are doing, where they are in the buying journey, and what they're looking for. Your database is always up-to-date.
See where in the buying journey and what your contacts are aiming for
Show different content based on the buyer's journey and goals
Communicate Personally with Different Segments
When you know what different contacts are interested in and how far they have come in the buying journey, you can send the right message to the right person and show different things on the website to different people. The number of clicks in your emails and conversions on the website will skyrocket! We help you set everything up and measure that it works.
We've got you covered! We always start our process with a series of wokshops to understand you, and set up a strategy. Part of this strategy is understanding your different personas and mapping the right content to the right persona at different stages of the buying journey
Buyer Personas are really the same thing as what your target audiences are interested in (i.e., their goals or what they want to achieve).
Many people misunderstand what buyer personas are. They think it's all about attributes like titles or personality types. But that's wrong. Buyer personas are a way to categorize contacts according to what they want to achieve.
While several different titles may be interested in the exact same content, interests or "what you want to achieve" map directly to the right content.
Therefore, interest-based mapping is much more effective than attribute-based mapping. And because the term "buyer personas" is so easy to misunderstand, we've chosen to get straight to the point and say exactly what it is: Interest-based segmentation.
SharpSpring: Marketing Automation & CRM for a low monthly cost
SharpSpring is an easy-to-use cloud solution that helps you get more leads, keep track of your business, and sell more. Complete with advanced features like tracking, lead scoring and automation. We offer it called FunnelBud and help you with setup, customization and setting up automations and business processes at no cost.
Low monthly cost. Everything included. Great support. Don't hesitate to contact us for a demo!
WANT TO LEARN MORE ABOUT SHARPSPRING?
No more complicated systems to integrate. All your contacts in one place. Lots of great features to help you manage both your marketing and sales in one place, with all your company's customer communications in one place. And with low monthly costs and a dedicated FunnelBud specialist to help you, you'll be up and running in no time!