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After you create a Wrench account, you can automatically segment your contact list (via CSV file or CRM integration) by persona, dividing who falls into the following categories: innovators, early adopters, and late adopters. This allows you to understand which contacts have a high or low affinity for your company and brand. You can also drill down into individual contacts for more detailed information, such as lead scores.
What segmentation and brand approach helps you achieve
You’re more likely to get results from your marketing and sales initiatives when you talk to prospects and customers based on where they are in the buyer’s journey. When you use messages that combine persuasive angles that are most likely to be responded to, you can start to see an increase in engagement. In other words, using the typical spray-and-pray approach to communicating with your contacts reduces your ability to influence. When you divide and conquer based on segments and relevant messages, you have a much better chance of getting results.
What you can expect from the results
After the Wrench engine finishes running your data, you’ll see segmentation results for all your contacts, including:
- Size each persona type with a handy pie chart and each persona’s three angles of persuasion, so you know how to speak to them and develop resonant messages for one-to-many campaigns.
- Individual Contact Scores so you have a ranking of which contacts have a high affinity for your brand (anyone who scores 60+) and those who have a lower affinity. Please note that contacts with a lower affinity score are not necessarily relevant to your company, brand or product(s); They may require additional nurturing to learn more about you and the solutions and benefits you provide.
Let’s go through the steps:
Step 1: Login to the Wrench.ai platform; Click on “Add/Edit Insights”
[This step assumes you have already created an account and uploaded a CSV file of contacts or integrated your CRM with the platform.]
Step 2: Create a name for your campaign; We recommend linking the name to your ultimate goal to help jog your memory – this is especially helpful after you’ve created a few campaigns.
Step 3: In the “Type” section, select “Company / Brand”.
Step 4: Provide a description of your company or brand; Use the description you normally use in your marketing efforts. You can take this description from your homepage, sales deck, or other marketing collateral. You don’t need a long description; 100-250 words is good sweet. Click “Create”. Your campaign will automatically be saved under “History” on the right side of your screen.
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