The Unspoken Truths Behind Customer Segmentation

Radically Transparent Published: October 12, 2022

Jen Gutman

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Episode Summary

There is no such thing as a ‘one size fits all’ approach to customer segmentation.

However, while the practice of dividing an organization’s customers into groups that have similarities is nothing new, using social engagement data to decide how to group and relate to customers in each segment is most certainly one of the best-kept secrets of customer segmentation.

In this episode of Radically Transparent, host Jennifer Gutman examines what data the modern-day digital marketer is missing to be able to effectively deliver a customized experience to every single individual customer.

With social engagement data at the core of the episode, Jen reveals why incorporating engagement data from social media into your marketing automation is the most unspoken (and effective) approach to segmenting your lead database and using these segments to create dynamic content.

Hot Topics of this episode include:

Why the more data from social media you have, the more effective you can be at segmenting your database and delivering engaging content
How to build sophisticated segments based on what your audience clicks on social media, and customize content accordingly
Instead of sending the same generic email to all contacts, how you can deliver highly-targeted emails that are aligned with your leads’ interests

Additional Resources

In any B2B sales cycle, knowledge equals power. Using social engagement data to nurture leads and prospects, marketers in SaaS companies have found that over the course of a month, real-time social interest emails can generate 2x the click-through rates than typical nurturing emails (meaning, emails that don’t take into account social engagement). Use these guides to incorporate social engagement data into your lead nurturing:

Meet Jennifer

Jennifer Gutman passionately believes that social media is the anchor of any successful B2B marketing strategy and is currently serving as the Director of Customer Marketing at Oktopost.

She joined the company in 2014 when the team was 5 people strong and has since been transforming the way B2B organizations manage and measure social media.