Missed Opportunities in Segmentation

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Let’s consider what prospect and customer segmentation might look like in ABM. This could be both for your marketing and for your sales teams.

Let’s say you’ve just developed a new marketing asset and you want to deliver it to all of your prospects with the “VP of Marketing” of marketing title in organizations with 50 or more employees. Seems reasonable.

But if you have 95 records with job titles of “VP of Marketing” that telephoner au danemark aren’t associated with companies, the campaign filter that’s uses the associated company field “Number of Employees” will not return any contacts — that’s 95 prospect accounts that are never going to see your new collateral.

Even if you are able to find the relevant contacts manually somehow and email those 95 records separately, what if you wanted to include personalization that was specific to their company? You couldn’t because the records are unassociated.

Further, what if the collateral was being delivered in a sequence that first involved engaging with accounts in other ways? Maybe this being sent is the third step in an eight-step marketing sequence. Those 95 companies would have to be left out of the sequence.

Improperly associated contacts hinder your ability to segment your customers and create targeted campaigns to engage with accounts in a structured and calculated way.

Broken Automations and Workflow
Unassociated contacts can also break your CRM automations. . You probably use Workflows to streamline engagement with customers, prospects, and support. You need automation to nurture visitors and prospects at scale.

But when your associations are broken, your automations and workflows are broken.

Integration into and out of your CRM can also become broken, creating syncing issues across the different apps that you use. Many companies find that integration between apps can lead to some unintended consequences. It may not always be possible to move and alter data in the way that they had hoped when records are not associated properly. Some data issues may result in the sync across the apps to break, causing even more data-related problems. Often, companies won’t realize how troublesome these issues are until the integration is already in place, and then are left searching for a way to rectify their issues