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Posted April 24, 2021
Posted April 24, 2021
Audience segmentation refers to differentiating and categorizing audience groups into various sections based on their online behavior, demographics and demands. In his book, “This Is Marketing”, Seth Godin describes audience segmentation as a necessary part of focused and personalized marketing efforts. Audience segmentation creates smaller, ever-more-refined target groups based on particular qualities.
Audience segmentation is a prominent B2B targeted marketing strategy for personalized campaigns. Tailored messaging makes buyers more receptive to what you have to say. By relating as much as possible to the characteristics of a particular segment, marketing becomes a catalyst in strengthening customer loyalty and relationships.
Brands can explore diverse types of audiences across various online channels who may be appropriate for their solutions. There are TOFU/MOFU/BOFU prospects, plus the additional filters of buyer role and time frame.
To reach the many possible combinations with creative, relevant content, marketers know to focus on what B2B buyers want. With intent data, CRM and other martech, you can better understand that. Brands can use data and technology to tag along with prospects in their buying journeys, thus fuelling ROI and engagement rates.
Creating an ideal customer persona (ICP) profile makes the job of audience segmentation easier. Develop personas by exploring answers to questions like:
Data-driven answers help you target real qualities, behavior and concerns with your messaging and delivery.
After successful audience segmentation, the next step is to engage. You understand your target groups and their demands from their demographics and buyer personas. Now it’s time to engage and interact with them via creative content and relevant messaging. The ultimate goal is to convert the leads into customers and retain them for future business needs. The short-term goal is to convert prospects to the next step. Marketers aiming for higher conversion rates turn to audience segmentation, targeting and positioning as plausible solutions.
While some prospects open emails and click to your websites, some prefer not to do so. Engagement and perception metrics give you an idea of what you can do next to get their attention. Via retargeting tactics, you track down real prospects in your audience groups and serve them impactful ads and campaigns based on previous behavior.
Every user has certain online behavioral traits or “online body language” which reflect the situation around their purchase decision. To categorize target users, marketers turn to some typical audience segmentation types.
Audience segmentation allows more precise targeting around your most desirable groups. Once you identify your target audiences, you can start delivering personalized, relevant solutions to their questions. And most importantly, optimize your digital marketing strategies and audience segmentation with intent data signals.
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