What is lead segmentation?
This is the first step you should take before following up on all the leads gained at the show. Lead Segmentation is a process that involves separating your leads into groups depending on their need, job title and level of interest - meaning leads in the same group are likely to display similar buying behaviour.
Why is segmentation important?
By segmenting your leads after the event, your post-show marketing and sales strategies can be targeted specifically to the different visitor-types you met at the event; meaning you can avoid using a one-size-fits-all approach. Once your leads are segmented (and then sub-segmented), your strategy can be tailored as many times as needed to ensure that every lead is contacted in a way that specifically appeals to them.
Breaking down your leads
In order to understand how you need to tweak your marketing and sales strategy, it’s vital to establish a number of things about the professionals you’ve grouped into each segment. Here are some of the questions you need to ask yourself about the people you connected with at the show:
A made-to-measure approach
As mentioned above, having segmented and sub-segmented your leads, you’re now in a position to implement a bespoke sales/marketing strategy that meets the exact needs of each group - greatly increasing your chances of turning those prospects into purchasers.