What is the best way to segment prospects for account management?

1 Why segment prospects?

Segmenting prospects means dividing them into groups based on common criteria, such as industry, size, location, pain points, goals, budget, authority, and so on. This can help you identify the most qualified and profitable prospects to focus on, understand their specific challenges and expectations, craft personalized and relevant value propositions and pitches, align your account management strategy with their buyer journey and decision-making process, and track and measure your account management performance and ROI.

3 What tools to use for segmenting prospects?

Segmenting prospects can be a laborious and intricate task, particularly when you have a vast and varied pool of prospects. Fortunately, there are tools that can help automate and simplify the process of segmenting prospects, such as CRM software, lead scoring, and lead nurturing. CRM software allows you to store, manage, and analyze your prospect data, while lead scoring assigns a numerical value to each prospect based on their fit and behavior. Lead nurturing involves sending pertinent and timely messages to your prospects throughout their buyer journey. You can use these tools to create and update segments based on various criteria and filters, assign prospects to different account managers or teams, prioritize your prospects, trigger different actions or workflows based on their score, segment your prospects based on their responses and feedback, and deliver personalized and targeted content and offers.

4 How to optimize your segments?

Segmenting prospects is not a one-time activity, but a continuous process that requires regular evaluation and improvement. To ensure optimal segment performance, you should monitor and measure conversion rates, retention rates, revenue, and customer satisfaction. Additionally, you need to test and experiment with different segment criteria, methods, and tools to find the best fit for your prospects and business. Furthermore, it is important to update and refine your segments based on new data, insights, and feedback from your prospects and customers. It is also essential to communicate and collaborate with your account management team and other stakeholders to ensure alignment and consistency in your segmenting approach.

5 How to use your segments for account management?

Segmenting prospects is not just an end in itself, but a means to a greater end: improving your account management results and relationships. To make the most of your segments, you need to align your goals and strategies with their characteristics and needs. You should also customize your tactics and techniques to their preferences and behaviors. Moreover, leveraging segment data and insights can help you create and deliver value propositions and pitches that resonate with prospects. Additionally, providing relevant content and offers based on their segment stage and status can help nurture and engage prospects. Finally, offering consistent service and support based on their segment expectations can help you build lasting customer relationships. In conclusion, segmenting prospects for account management can help you optimize time, resources, and outcomes while boosting performance and ROI.

6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?