New Segmentation Strategy Can Help Empower Communications Marketers
In business, the devil is in the details. For Communications service marketers, that “devil” is usually the data.
For starters, you’re working with a high-volume, incredibly diverse audience of customers and prospects. They don’t all want the same things from their Communications service provider. Your job is to figure out what they might need from your company, so you can hit them with your most targeted offer. You can’t do that using the same old marketing database of information or other “single-sources” of customer contact information. You need a different approach.
Syndicated Segmentation Framework — A Great Place to Start
What if you could unify internal data from across your organization? Imagine marketing, sales, support—within one segmentation framework. It could be easily accessed and linked to third-party data assets, such as digital cookies, prospect lists and market research surveys. That’s the gist of a syndicated segmentation framework. It provides an enhanced, cross-organizational view of the customer. As a result, all departments can get on the same page about customer value, opportunity, trajectory and more. This allows you to better optimize customer relationships regardless of how, where or when you engage with them.
That means, instead of functioning in a marketing silo with a partial view of customers, you can suddenly see them through a single, wide-angle lens. You’ll have a bigger picture of their account activity, preferences and future trajectory, so you can:
- Identify and model higher-potential customers
- Grow and optimize customer relationships
- Create more personalized marketing messages
- Improve cross-functional performance
Enhanced Data is Your Secret Sauce for Better Targeting
Syndicated segmentation frameworks can help supercharge your internal customer data—basic sources like email and direct mail databases—by giving you the ability to easily append related third-party data. In turn, this helps you:
- Better understand the “backstory” behind your customers
- Anticipate their needs
- Make more meaningful connections with your best, most targeted marketing audience.
Internally, it’s turn-key in its structure, data composition and tools. It can link together disparate, departmentally-managed customer data as a unified corporate framework across multiple functions, channels and programs. Yet, it’s the external, third-party data that’s appended to your customer data that allows you to deepen your understanding of customers.
For example, your internal data might show that “Chris Smith” is female, has been a customer for three years, subscribes to a premium cable package and always pays her bill in full, on time. However, third-party data around household wealth and economic insights could reveal that she’s also a single working mom with three children and an annual salary of less than $50,000. With this insight, you might target her for a value package that bundles cable and multiple cell phone lines together. On the other hand, say the third-party data revealed that she’s a single millennial, with an annual salary over $100,000, you might choose to offer her the latest smartphone or tablet.
A Smart Data-Driven Marketing Strategy
Furthermore, apart from allowing departments to differentiate audiences and messages, a syndicated segmentation framework provides communications organizations the freedom to:
- Consistently analyze a customer base to help identify high-potential customers and prospects
- Group customers into segmentation clusters based on core drivers of the business
- Design and launch marketing plans with unique creative, channel execution and promotions
In conclusion, syndicated segmentation frameworks are a smart, data-driven marketing strategy that can help you intelligently target and win the best customers. You can also improve your marketing performance, while empowering other functional teams to improve the customer experience at various touch points.
Additionally, learn more about syndicated segmentation frameworks in this white paper, “Best Practices is Segmentation for Communications Service Providers.”
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