List Segmentation
The old 60:20:20 rule for effective campaigns still rings true. 60% of the campaign success can be attributed to the quality of the list, 20% to the quality of the offer, and 20% to the packaging of the invitation. The list segmentation in Market2Lead is easy to use but very powerful. All contact activity is stored in the contact record. It is not stored in groups or lists, or anywhere else. So when you want to create a new target list for a program, you simply select the fields and values right out of the contact’s record.
The Market2Lead system enables you to segment based on any combination of the following classes of data:
- All contact activity history including website visits
- All contact demographic data
- Contact Lead score and status
- Custom fields in the marketing database
- Account fields
- Opportunity fields
- Other CRM fields
With Market2Lead you can easily make lists to include people in campaigns or to exclude them from campaigns. For example you can create an exclusion list to exclude people from a nurturing campaign that have an opportunity in negotiation stage with your sales representatives. Or you can create a target list of people who registered for an event but didn’t attend. The behavioral data you use to build your list can be constrained by time, frequency, or by type of campaign or response. As with the other assets in the Market2Lead system, lists can be organized in folders for later reuse. List building in Market2Lead is deceptively simple but very powerful, and certainly a key determinant of campaign effectiveness.