Traditionally, marketers have segmented their database for campaigns based on demographic information like job titles, regions and company size. The problem with this approach is that it treats prospects as homogeneous groups and does not take into consideration where people are in the buyer’s journey.
With modern marketing automation systems like Marketo, you can build Smart Lists that allow you to create much more granular audience segments based on their behavior. By creating tighter segments based on lead stage, you can tailor your campaigns to deliver the right content at the right time, increase engagement, conversions, and ultimately the ROI on your campaigns.
What is a Smart List?
Smart List is a common feature in modern marketing automation systems. They allow you to find specific groups of people using filters. You can identify high value leads based on categories such as someone’s lead score, job title, and engagement with your social media content. In addition, you can use Smart Lists to capture real-time, behavioral data on your leads from Twitter and LinkedIn.
Here are some common types of Smart List filters you can use:
Lead Source: Where does the lead come from? At Socedo, we use our own platform to engage with new leads on Twitter and sync them into our Marketo database. If we want to create a campaign for these leads, we would find them by specifying Socedo as the lead source.
Lead Score: Lead scoring helps you identify your best leads, prioritize which leads to follow up with, and determine when leads are ready to be sent to sales. At Socedo, we score our leads based on a few factors: whether someone is in our target industry, fit the the job titles we market to, how frequently they engage with our content assets, and whether they’ve engaged with us on social media.
Shared Content: The shared content filter allows you to track how your content is being shared on social channels. These include mentions, retweets, and likes. At Socedo, we use this filter to identify people who’ve tweeted relevant keywords and put them into specific engagement programs.
Company Twitter Followers: Because Marketo is integrated with Adbridge, you can segment your most promising prospects by interests, gathered from your interactions with them on social, the web, email, and mobile. You can upload a list of people who follow your company on Twitter, your competitors or other related companies into Marketo and serve them specific ads tailored to their interests.
What can you do with Smart Lists?
You can add Smart Lists to a campaign, send leads to your social media team or sales team, track behavior, and target leads directly through paid ads. In conjunction with your Smart Lists, you can engage with leads directly on social media and continue to move the lead through the sales funnel.
Using a platform like Socedo, you can proactively reach out to a list of your leads on Twitter automatically.
But not all leads are the same. Each lead should be treated differently based on the stage they are in. Rather than sending out a generalized ad campaign to all of your leads, save your department time and money by specifying which leads need which messages/content through your Smart Lists.
Stages of the lead lifecycle:
Anonymous: You don’t know their real name and company information but you know they’re potentially good leads. Your goal is to get these leads into your database.
To do so, send them social media posts that promote your content. In these posts, add a link to a landing page where they can fill out a form to download content such as whitepapers, webinars, or other gated content. If you have the Twitter handles of these leads, you can use Socedo to send them direct messages, capture their contact information and sync these leads into your marketing automation system. Once their contact information is your marketing automation system, you can advertise to them using products such as AdBridge or Google Adwords.
Discovered: Leads in this stage are known leads. Your goal with these leads is to nurture them through content.
Using either demographic (job title, job level, industry) or behavioral data (what someone tweeted about), you can add these leads to specific nurture streams and personalize your communications by sending them content that references their interests.
For example, if a lead works in Marketing Operations, you can assume that they care about data quality and are interested in using data to personalize digital marketing experiences. You can put this person into nurture stream for marketing operations professionals and send them blog posts, e-books and case studies on how to maintain data quality.
Here’s an example of how we think about segmenting our own leads.
Top of Funnel: These leads have just discovered your company and are starting to do their research to figure out why they need a solution like yours. They’re reading blog posts, e-books and whitepapers and considering third party reviews of your products. To move these leads down the funnel, take a look at what they’re following or interacting with on social media and send them a relevant piece of content. For instance, if they are following an industry influencer in your space, you can send them content from that specific influencer. You can also send these leads direct messages on Twitter and use these DMs to expose them to your content that answers their key questions.
Bottom of the funnel: These are leads are now actively considering your product. Your goal is to get them to take further actions to qualify the lead as a Marketing Qualified Lead (or a sales ready lead). If the lead is active on social networks and willing to receive content from you, send them a link to start a free trial or request a demo through a direct message or a series of targeted ads.
MQL: Marketing qualified leads are the leads who are ready to talk to sales. Your goal with these leads is to help accelerate them through the sales funnel. By using lead scores and monitoring social media activities, you can find the leads who are most likely to convert. For example, if someone tweets your brand and asks to be contacted, send the lead to sales immediately.
At Socedo, we’ve found that social media is an effective way to generate high quality leads. We looked into our own database and found that socially engaged leads move about 25% faster through the lead lifecycle and are 22% more likely to become customers compared to leads from other sources.
When you start to use social data at a lead level in your martech platform, you create social media campaigns that are relevant to your target audience at every stage in the lead lifecycle. This translates into higher engagement and conversion rates. To dig deeper into how you can use Smart Lists to best target and qualify your social leads, take a look at our on-demand webinar.