Objectives and Key Results (OKRs) can help organisations set targets for effectively segmenting their leads based on specific criteria. Objectives aimed at the creation of targeted lead segments or improving segmentation accuracy will deliver more personalised and relevant marketing efforts. Key Results, such as achieving a certain level of segmentation completeness, provide quantifiable measures of successfully achieving the objective.
Objective
Enhance the lead segmentation process to deliver personalised communication and offerings.
Key Results
Achieve a 20% increase in email open rates through targeted segmentation and messaging.
Improve lead engagement rates by 15% through personalised content delivery.
Increase conversion rates by 10% via tailored offerings and promotions.
The opportunity is in the obstacle
Every stage of the marketing journey has its own unique obstacles. Addressing the obstacles in the segmentation phase offers you the opportunity to enhance the relevance and effectiveness of your marketing efforts, leading to higher engagement, conversion rates and customer satisfaction.
In our experience, these obstacles tend to fall into one of the following categories:
Processes
Lack of clear segmentation criteria can lead to ineffective categorisation of leads.
Tools & technologies
Limited CRM capabilities prevent dynamic, automated lead segmentation.
Resources
Insufficient manpower for manual segmentation could cause delays and inaccuracies.
Hidden [psychological] obstacles
Sales teams may be reluctant to adopt segment-specific messaging.