Many B2B marketers are not following an effective segmentation strategy, an expert has said.

According to Terry Flynn, president of Market Chord Direct Group, many marketers fail to translate the list selection process into a “true segmentation strategy”.

Writing on MultichannelMerchant.com, Mr Flynn pointed out that a well thought out and fully developed segmentation strategy builds specific content and contact plans to maximise yield.

“Start simple in your segmentation and work your way up to the point of diminishing returns,” he advised.

“Even the simplest segmentation of three to five groups can yield a big improvement in results.”

Mr Flynn also advised B2B marketers to keep their contact rates high after the first post-inquiry contact with a range of offers, product information, testimonials and review content.

Email marketing company Sign-Up.to recently advised marketers to make use of their own self-made data lists instead of simply relying on lists from third party organisations.
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