30% + ROI on Marketing for Technology companies – smarter lead generation through behavioural segmentation

With increasing pressure on marketing budgets everybody needs to work smarter. Behavioural segmentation should be at the core of every ‘working smarter’ strategy as it enables marketers within leading tech firms to generate as much as +30% ROI from their marketing budget.

Behavioural segmentation will enable you to answer to questions such as:

• Who are my hottest prospects that are ready to buy now?
• Who are my prospects that I need to engage more in order to convert them into MQLs?
• What products are people interested in and when?
• What marketing activities generate the most ROI and therefore where should I be focusing my marketing resources?

3 key findings we learned from other behavioural segmentation projects:

• 40% of your target audience is generally under engaged and therefore, hides whitespace opportunities for companies (see picture below)
• Content marketing attributes twice as much value to the whole lead generation process than people usually think
• Everybody has data to prove the above but it usually sits in silos.

Using data from within the various silos - where is the starting point?

• Identify the various marketing touch points of your various campaigns (this will be the source of your data): e-marketing, event registrations, web analytics, CRM, etc.
• Export this data into excel sheets
• Use Trovus swimlanes to create an integrated view (see above) of all your customers’ interactions with your company
• Create segments based on behaviours (i.e.: under engaged, ignored etc.)

What can you do with the information in order to achieve +30% ROI?

• Target organisations whom are less engaged with different and more relevant content
• Improve conversion rates of organisations that show a steady level of interest into SQLs by targeting them with more call to action features
• Convert organisations faster that show an unusually high level of engagement by touching them with the right content at the right time
• Run brand awareness campaigns targeting organisations that have not shown any interest in your content but fit your target audience profile

Read the related Case Study where Microsoft are enabling their sales teams by providing relevant insight on clients and prospects.

Back to blog

News & Events

View the October Issue of Trovus Today -(our 4 page monthly newsletter) which includes real life examples of leading B2B companies using Customer Intelligence.

• Webinar for Technology & Telecommunications Firms - Tuesday 27th August

  08 08 2013

• Event: Round Table Event for Financial Services Firms - Friday 6th September

  26 07 2013

• Event: Round Table Event for Technology & Telecommunications Firms - Friday 12th July

  10 06 2013

• 30% + ROI on Marketing for Technology companies – smarter lead generation through behavioural segmentation

  30 05 2013

More news

As featured in