Segmenting and targeting

Here are two types of relevant segmentation techniques that you should be using  

Behavioral What your lead has done and how she has behaved — online body language 

Here is a list from Marketo of behavioral triggers to use when segmenting and targeting your emails  

Campaign response to prior email If a lead opened or clicked on a prior email campaign 

Content interactions If a lead downloaded or shared a content asset 

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It should target specific segments and customer needs to enable seamless execution. 

Once a differentiated understanding of the marketplace has been obtained, it is important to decide which segments and specific customers the organization aspires to serve and, equally importantly, which ones it will not target. In most chemical companies today, this is a significant mindset shift. In general, most chemical companies are volume-focused, and have never met an unattractive customer. 

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