{"id":22837,"date":"2022-03-29T08:09:36","date_gmt":"2022-03-29T08:09:36","guid":{"rendered":"https:\/\/rocketium.com\/is\/?post_type=podcast&p=22837"},"modified":"2022-03-31T17:59:18","modified_gmt":"2022-03-31T17:59:18","slug":"accelerating-the-buyers-journey-with-jack-paxton","status":"publish","type":"podcast","link":"https:\/\/rocketium.com\/is\/spilling-the-magic-beans\/accelerating-the-buyers-journey-with-jack-paxton\/","title":{"rendered":"Accelerating the Buyer’s Journey with Jack Paxton"},"content":{"rendered":"\r\n

How to Scale Customer Journeys through Segmentation and Personalization with Jack Paxton<\/strong><\/h2>\r\n\r\n\r\n\r\n

When it comes to ad marketing<\/strong>, brand owners must value and tap into the diversity of the customer pool<\/strong>. According to Google<\/a>, a whopping 9 in 10 marketing leaders believe that customer personalization<\/strong> and customer segmentation<\/strong> significantly contribute to business profitability<\/strong>. <\/p>\r\n\r\n\r\n\r\n

With various social media platforms, personalized ad marketing<\/a> has risen. And by channelizing customers\u2019 perspectives<\/strong>, marketers can skyrocket their marketing efforts<\/strong> to enhance customer journeys<\/strong>.<\/p>\r\n\r\n\r\n\r\n

In a recent episode of our podcast series<\/a>, \u2018Spilling the Magic Beans,\u2019 Satish Sirur from Rocketium<\/a> had an intriguing conversation with Jack Paxton, the Co-founder of Vyper<\/a>\u2014a marketing tool<\/strong> that helps brands create engagement<\/strong> using viral giveaways<\/strong>. <\/p>\r\n\r\n\r\n\r\n

What Makes Customer Segmentation the Secret Recipe for Success<\/strong><\/h2>\r\n\r\n\r\n\r\n

According to Google<\/a>, 61% of people expect brands to tailor experiences based on their preferences. However, based on his experience of creating and executing strategies for customer segmentation, Jack says that the biggest mistake many brand owners make is not segmenting their users into \u2018potential\u2019 and \u2018existing \u2018clients<\/strong>. <\/p>\r\n\r\n\r\n\r\n

Advocating the importance of audience segmentation<\/strong> in ad marketing, Jack says: <\/p>\r\n\r\n\r\n\r\n

\u201cWhat I really encourage a lot of people to do is; when you’re creating marketing campaigns, when you’re creating email drips, when you’re creating videos or images and that sort of thing, always think about which segment is this getting created for?\u201d<\/em><\/p>\r\n\r\n\r\n\r\n

Personalized campaigns help the brand owners know for whom they are targeting, the \u2018prospecting segment\u2019<\/strong> or the \u2018remarketing segment.\u2019<\/strong><\/p>\r\n\r\n\r\n\r\n

Jack explains that if it is a \u2018prospecting segment,\u2019 they need to cater to someone who is entirely novice about your brand. <\/p>\r\n\r\n\r\n\r\n

However, if it is the \u2018remarketing segment,\u2019 who already knows you, all you are trying is to get them to purchase, sign up or submit timely forms. <\/p>\r\n\r\n\r\n\r\n

Depending on the segments, the nature of content and visuals change. <\/p>\r\n\r\n\r\n\r\n

Customizing content for client segments<\/strong><\/h3>\r\n\r\n\r\n\r\n

Regarding the difference in content for both the segments, Jack explains one needs to keep in mind the difference in the \u2018purpose\u2019 or the \u2018expected call to action\u2019 while addressing these segments.<\/p>\r\n\r\n\r\n\r\n

For example, for the \u2018prospecting client,\u2019<\/strong> the agenda is to grab their attention and stop scrolling. For this, entertaining content works better than informative.<\/p>\r\n\r\n\r\n\r\n

While on the \u2018remarketing\u2019<\/strong> side, the content needs to be a bit informative,<\/strong> explaining the brand\u2019s products and services and what value these can add to the customers\u2019 life and experiences.<\/p>\r\n\r\n\r\n\r\n

Regarding the other aspects that matter while targeting the different audience groups after customer segmentation, Jack lists the below factors:<\/p>\r\n\r\n\r\n\r\n