You know that pile of leads sitting in your CRM? It's time to put them to work. By scoring your leads across two dimensions - their level of fit and level of engagement - you can segment them into groups and develop tailored strategies for each.
Segment Your B2B SaaS Leads Using Explicit and Implicit Data for Personalization
It's crucial for every B2B SaaS to consider enhancing personalized experience for their customers and keep them engaged. According to research, neglecting personalization can leave 42% of customers feeling frustrated.
Source: Epsilon and Adobe
Therefore, it's time to take action on those leads wandering in your CRM, using both explicit and implicit data.
Explicit Data
Explicit data refers to information that is directly provided or stated, often through explicit actions such as filling out a form, responding to a survey, or providing personal information. This data is typically intentional and deliberate, often provided with a specific purpose in mind, such as signing up for a service or making a purchase.
Implicit Data
For more insight into the data collected, it's advisable for your B2B SaaS to dig deeper into implicit data. Implicit data refers to information that is not explicitly stated or directly provided but can be inferred or deduced from other available data. Implicit data is often derived through the analysis of patterns or relationships within a dataset, rather than from direct observation or measurement.
The difference between Implicit Data and Explicit Data
Implement Lead Scoring to Strategically Segment Your Contacts Into 4 Groups
For any B2B SaaS, segmenting CRM contacts through lead scoring is a game-changer for targeted campaigns. Lead scoring is an automated way of qualifying and segmenting leads on your website, helping determine their sales readiness.
In lead scoring, visitors are evaluated based on 2 dimensions. The first dimension is their engagement measured through online behavior, social engagement, or email engagement.
The other dimension is the level of fit defined by demographic data, including location, industry, or job title. This two-dimensional scoring creates four quadrants:
B2B Lead Scoring Segmentation based on the Level of Fit and Engagement
Good Fit - High Engagement
These individuals, known as Marketing Qualified Leads (MQLs), show genuine interest and have the potential to become customers. Their profile aligns well with your business goals, demonstrated through website visits, downloads, clicks, and social media interactions. Your marketing team then passes them to the sales team, and if the sales team agrees, these leads become Sales Qualified Leads (SQLs). To make this transition smooth, you should implement some tactics like:
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Demo offerings: Provide a firsthand experience of your offerings.
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Advanced features showcases: Showcase the unique and advanced features of your B2B SaaS.
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Testimonials and proofs: Share success stories and evidence of your solutions making an impact.
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Engaging webinars: Host interactive webinars to educate and engage potential customers.
Poor Fit - High Engagement
Despite not being an ideal fit at the moment, these highly engaged individuals hold potential for valuable connections. Consider labeling them as influencers. While they may not directly benefit your business, their connections, friendships, and relationships within the industry could open doors for collaboration. The goal is to transform their high engagement into meaningful connections. You could implement some targeted nurturing efforts like:
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Creating educational content that directly addresses the specific challenges and pain points in the industry.
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Tailoring content based on their past interactions and form submissions.
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Developing content that highlights best practices with practical outcomes.
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Sharing industry reports to encourage engagement and foster collaboration.
Good Fit - Low Engagement
These individuals might be uncertain or not fully interested. To capture their attention, it's crucial to gradually warm them up and guide them into a more promising category for increased engagement. Here are some effective re-engagement tactics:
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Re-targeting Ads: Craft compelling ads to remind them of your B2B SaaS value.
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Personalized Content: Tailor messaging based on preferences or past interactions.
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Industry Discussions: Engage in discussions around their industry topics.
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Gated Content: Provide exclusive content to spark interest and increase engagement.
Poor Fit - Low Engagement
Individuals in this category aren't a good fit and aren't very engaged. Of course you may nurture them into a potentially higher level of engagement and fit. However, be cautious not to spend too much time and resources on leads that might not go anywhere. Tactics for this segment include:
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CRM Optimization: Consider removing leads to save valuable CRM space and cut unnecessary costs.
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Exclusion from Targeting Ads: Save their information to exclude them from your targeted campaigns.
By segmenting your leads in this way, your B2B SaaS brand could tailor strategies for each quadrant, avoiding time wastage on uninterested leads with high scores and ensuring valuable leads with low engagement stores are not overlooked. The key is taking a customized approach for the best results. With the right nurturing and outreach, you'll gain a deeper understanding of what motivates each lead to ultimately drive more sales.
Conclusion
So there you have it. It's time to stop wasting resources and get strategic segmentation with your lead scoring. By evaluating leads properly, you'll gain valuable insight into who's truly interested in your B2B SaaS solution. You can then tailor your outreach to match their needs and move them down the funnel. Let Majoris help you get started implementing your lead scoring strategy today!
