The Email Segmentation That Every B2B Tech Startup Needs

The buyer’s journey tends to be more buyer-centric as actions that they’re specifically demonstrating and lifecycle stage tends to be more your way of looking at a prospect versus an opportunity versus a customer. The Email Segmentation That Every B2B Tech Startup Needs According to the Direct Marketing Association, segmented emails drive 58% of all revenue attributed email marketing. In other words, unless you prioritize email segmentation within your email marketing campaigns, your email results will only achieve about 42% of their true potential. So with this in mind, what kinds of segmentation should B2B tech startups be leveraging? But before we get into that, though, can I ask you to please take a moment and subscribe to this YouTube channel and ring the Bell so you can be notified when new content just like this becomes available?

First up, let’s talk about your buyer’s journey stage. Do you know where a particular contact is in their active research process between surfacing a goal or a challenge and committing to a purchase? If so, be sure to use the buyer persona contact property and buyer’s journey stage — awareness, consideration and decision — to create an email list that you can use in your email marketing campaigns.

This way, you’ll be able to send contextuall-relevant email messages to the right person at the right time. Another big segmentation that every B2B tech startup should be used using is industry.

How many different industries does your company sell to? Does each industry have different reasons for engaging with your company? Do you have separate email campaigns and goals for stakeholders from different kinds of industries or different industries as a whole? If so, create email lists or segments based on the contact’s industry property. Next up, make sure that you take into account the job role or job title in the email segmentation.
Different people within and in the company can have wildly different goals, challenges, and motivations for investing in your company’s product or service. Within the situation, you’d likely want to communicate quite differently with a CFO, a chief financial officer, than you would with an IT professional like a help desk manager.

To make this a reality, make sure that you have an easy way to segment based on contacts by job role, which means by definition, you’re going to likely need a drop down list as opposed to somebody writing in a free form job role or job title. From a practical standpoint, you’d likely need this as a custom contact property, so that way you can segment properly and get your personalization in gear to be able to use that more effectively. Another big email segmentation that every B2B tech startup should be thinking about is language.

This is a huge one, actually. Do all of your prospects speak English, or do they speak some other language? Now, suppose that your email messaging needs to be language- relevant for your recipient and you’re routinely sending messages in other languages besides English. If that’s the case, you will need a contact property that either explicitly or implicitly gathers this information, gathers information on language, and then uses that to auto- populate your email lists for language and your various segmentations along those lines. In addition to the buyer’s journey stages that we talked about earlier, make sure that you understand the lifecycle stage.

This is kind of the first cousin of the buyer’s journey stage. Lifecycle stage is another way of categorizing and segmenting contacts where they are based on the lifecycle with your company. And buyer’s journey tends to be more buyer-centric. It’s actions that they’re specifically demonstrating. And lifecycle stage tends to be more your way of looking at a prospect versus an opportunity versus a customer.

Location is another big segmentation that everyone really should be thinking about. If your prospects and customers are spread across multiple time zones, perhaps even multiple countries or continents, you should use location as another part of your email segmentation strategy. In addition, if your company has a brick and mortar presence where certain kinds of customers and prospects would be more likely to visit or do business with their closest location to yours, this would be another strong use case for keeping track of a location contact property to drive geographically-related email lists. And then finally, think about segmenting on recent behavior; like this is a foundational point of behavioral email marketing. Use marketing automation software that allows you to do double duty as your email service provider and perhaps even integrates with your contentt management system, your CMS, so you’ll have excellent visibility into recent behaviors of known contacts.

For example, you may want to create email segments on most recent email opens or click through or website visits, form submissions, or specific page views. I know with working with a lot of sales teams, they absolutely love to know at the exact moment when someone is viewing a pricing page or viewing a case study page — add them to a particular segment. You can track that from a list and a follow-up standpoint. And at the absolute minimum, you’re going to want to send out an email, an internal email notification, and or an internal SMS notification right away to let the contact owner, to let the salesperson is working with that prospect know that, “Hey, Bob, from ABC company that you talked with last week or what have you is looking at the pricing page right now.” Your sales people absolutely love you for that as long as they know what to do with those leads.

Those are some email segmentation strategies that I think everyone should be thinking about that’s in a B2B tech startup. What kind of email segmentation have you found most helpful for your company? Let me know in the comments section down below. If you’re looking to get some one-on-one assistance with your email segmentation, feel free to reach out. Send me a note on LinkedIn.

Let me know what kind of help you’re looking for, and we may be able to work together. I’m Joshua Feinberg from SP Home Run. And I wish you great success in using email segmentation to provide a better growth path for your prospects and customers in your B2B tech startup.

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