What Automation Architectures Can Do For You
My first business was a martial arts gym – it was a great business. I didn’t want a job but I had to pay for grad school so I turned my sport into my livelihood.
The problem with my gym business was that I lived in a small town and couldn’t operate a high traffic low conversion business. I’d be out on the street in no time if I went that route.
I had to work with a low traffic high conversion model and get the most closes I possibly could from a small amount of lead flow.
That’s what eventually turned me on to automation architecture.
Basically, automation architecture is developing a process that takes information and turns it into the best possible marketing message for a specific “lead type” automatically.
This gives us the most amount of opportunity to get that first appointment or close the sale. This can either be complicated or simple depending on the dynamics of your business.
Segmenting by goal
Here’s how I typically recommend segmenting leads. What we’re trying to do here is figure out the main buckets a business’ leads fall into.
When I used to write ecommerce email ads there were people that wanted more leads, others who wanted more phone appointments, as well as a group of clients who wanted more sales.
That’s what I’d call segmenting by goal.Generally in the B2B world, you’re either segmenting by role or by goal.
The goal is the answer to the question “what is their end result?” What outcome are they looking for that they’re willing to spend money to achieve.
Role can be: what is their level in the company? Are they a VP or a middle level employee. This can also mean divisions within a company.
You may be dealing with a salesperson or someone on the backend operations team.
This all effects how you communicate with them and what the best message for that particular person will be.
This is how I slice a list if I don’t know the business at all going into the conversation.You want to segment your leads into categories as early as possible in the life cycle of that contact.
Ask for more and get better results
When you collect their email you can ask for more information than just their name and email.[/inlinetweet]
I like to ask a few questions that slice them by roles or goals right away. I also bucket people based around their “why” for spending money with me. I feel like this reveals their purchase triggers a lot faster than simply going by their role.
You can then keep hammering about these reasons in all your messaging with that person.
I recommend everyone find 3 to 5 buckets in how they slice their business and get new prospects to differentiate themselves right off the bat.
If you can increase your email open rate on emails 1, 2, and 3, then the likelihood is there that they will stick around and open email 12 where you close the sale.
- Decide if you are going to segment by role or by goal.
- Create 3 to 5 buckets that break down each segment in your business.
- Collect this information on a drop down when you first collect prospects contact information.
- Provide each segment of contacts with the most highly relevant marketing messages.
Result You Will Achieve
Higher email open-rates and conversions by improved segmenting of your list.
This article is based on an EHQ interview with the mentor.