The VIP Segments You're Sleeping On | Bathroom Break #111

0:07Welcome to a new special series called The Bathroom Break. That extra 10 minutes you either have to listen to marketing tips or use the bathroom or both. But I don't recommend both, but that's your choice. This collab is going to be super fun. We have Daniel Murray from the Marketing Millennials and me, Jay Schwetelson, from the Do This Not That podcast and subjectline.com. each episode in the series, we are going to go over quick tips about different marketing topics. And if you want to be in the bathroom, fine, just don't tell us about it. Thanks for checking it out. We are back with another episode of Bathroom Break, and I'm here with the Jay Schwedowson.

0:45He is coming off of a fantastic. He's tired. His eyes are, he has bags on his eyes, but what's keeping him going is the two most important things ever. Love Island and Off Campus. Which one are you loving more right now? That's a good question. The problem with Love Island is it's six episodes. The first episode was actually more than an hour. Six episodes a week is a big commitment. And Off Campus, the first few episodes were terrible. But everyone says you got to stick with it. But Love Island is really out of control. The amount of, I know this sounds so ridiculous, but everybody hooks up with everybody.

1:25like it's it's a it's actually gross it's actually gross do you watch it no i do not watch love i should i'm not you're inspiring me to watch love island but six days a week is a big commitment i can't i don't know wait the best is so you know all these people have careers some people quit their jobs when they got whatever let in but one of the women is a bikini store manager i don't think there's a better more appropriate job for somebody going love island than a bikini store manager. That is hilarious. But what's more hilarious is what we're going to talk about today. Yes, it is. So we're going to talk about, I think whether you're a business marketer, consumer marketer, whether you're a nonprofit, when we think about segmentation and we think about these VIP lists, we always make these VIP lists.

2:10Oh, these are our new buyers. These are our most frequent buyers. These are the biggest lifetime value customers we have. And we make these VIP segments and we do on the business side as well. These are the people that just came on and got onboarded. These are our VIPs. Whether you call them a VIP or whatever you call them and you treat them specially, there's other segments in your database that are also VIPs that I think you're sleeping on that can radically change the performance of your overall campaign. So I have a few, but Daniel, what do you got first? One of the things that I like to look at is when someone attends an event or consumes a piece of content, I like to organize that by like pain point that they're doing.

2:52So if someone has attended this event and they were interested, I want to put them on a list that's interested in that type of pain point. If someone consumes that type, I want to put them a list of this type of pain point. Because I feel like pain point segmentation is one of the best ways to give relevant content to someone. And also, at the end of the day, you'll know when they do come and book a demo what they're actually interested in or what they're actually feeling in pain. So I honestly believe in-person events are the best intense signals out there because if someone's willing to take an hour at a time, pay time to do that, that's a VIP to me.

3:32To be honest, event signals are one of the most important signals out there, in my opinion. First of all, I totally agree about pain points because very rarely does someone buy a new B2B SaaS product or buy a consumer product or donate to something. If they're not frustrated by something that they're working with currently or they don't have access to something, they're trying to solve for something always. And making sure your BDRs, your salespeople are asking what that is, I think is a great call. And also what you're talking about with events is a great call. I'll give you some VIP segments that we focus on that are not related to buying that are great.

4:07So for example, if, and this is, you know, it's not lead scoring. It's not just adding more scores to your boring marketing automation garbage. I'm talking about really just looking for these segments. If someone comes to your website, for example, five times, okay, they're not doing that by accident within a certain window of time. They are VIP. If someone clicks on eight of your emails over, you know, a six month period, if someone watches a product video or multiple product videos of yours, they're not doing that by accident. And these are not just, oh, hold on a second. I'm exploding here on my Outlook.

4:44I got to shut my Outlook. Are you hearing all those noises? No, I don't hear anything. Hold on a second. Let's leave it in there. I don't care. No, what happens is, I don't know if everybody else has this, but like you're recording something and then my Outlook, I'm getting like 40 notifications about upcoming meetings. And it's making all this noise. I'm like, oh my God, I suck.

5:07All right, back to my rant. So carve out these segments. These are VIPs. Treat them like VIPs. They're actually more than your other VIPs. They're about to become customers and treat them as such. And I think it's a big fail by every marketer out there. It's like, oh, they bought something. They signed up for a demo. They're a VIP. So that's my soapbox. And it's also, you need to separate pre-purchase and post-purchase stuff too. I think, I honestly believe in, people don't track this as like, there's lifetime value of a customer, but there's also like lifetime value of audience. Like you want to keep like the people who are in your audience that are viewing your content, you want to keep them engaged for as long as possible.

5:49Because once they are ready to buy, they'll come and be ready to buy. And a lot of people only think about, oh, I need to treat my customers or people with all this respect. But every time you do something that's irrelevant or stupid and burning your list of people that potentially could buy or you're not treating them like VAPs, you are burning potential customers that could be in your funnel. So I think you need to treat lifetime value of audiences close to as important as customers. Because some SaaS software is like, you're not, these are two different ballgames, like retention versus acquisition or two different games that you're trying to play with your audience.

6:34It's not games, but you know what I'm talking about. Yeah, and I would also say that, and this happens, whatever products you're buying continually or SaaS products or whatever you're signed up for, you get no love after that first year or two, right? You only hear from these brands or whatever when they're up for renewal. And it's trash. It's like, oh, you're up for renewal. We'll tell you about the new features or whatever. That is how you destroy a relationship. When somebody is with you for five years, you need to really segment out, okay, they've been with you for three years or they've spent X amount of money.

7:09You need to carve out and really recognize the longevity, okay? It's really easy to get 10 new clients, 10 new customers. It's really hard to have 10 customers for 10 years. You want to focus on some of the longevity of some of the people that are buying from you, subscribing from you. Take your newsletter file, anyone that's been subscribed for over five years, do a special send just to those people. Stop taking everybody for granted that's in your database. Yeah, and with my newsletter too, we do this regression curve. curve and like after 11 months if someone stays in your newsletter for 11 months or 10 months they're they're pretty much lifetime on your newsletter look at you with regression curve that's very fancy if you if you get to a point of like 10 11 months it's like that person's going to be there and you don't want to screw up those people who have been consuming content being in your audience just for that so segmenting them out on some blast that you're trying to do to get those quick sales and stuff like that might be a good idea when you're trying to keep these people who are actually loving what you're doing, believe in your mission, your content, your pain points, your whatever, but they're not ready to buy yet.

8:30All right. So back to the original topic of horrible TV. So I know you got a small young child, so you're probably just watching Bluey or whatever, but what do you watch? What are you watching that's not bluey and i know you watch harry potter still because you're a weirdo what are you watching that's not that um first of all that we're not watching screed so for him but for me it's kind of crazy because oh we are watching obviously summer house reunion oh my god the summer house reunion was crazy so summer house reunion ari is a big bravo person so when we watch tv it's it's either like have you seen real housewives of rhode island Are you kidding me?

9:09Real Housewives of Rhode Island is the best show in the history of television. Yeah. So Real Housewives of Rhode Island, we're watching Summer Housewives. We even had the city, just in the city, just came out. What are they talking about? I tried off campus, like you said. Ari's like, let's watch it. And we watched an episode and a half, and we haven't got anywhere with off campus. I'm in the middle of a lot of shows. Could I forget to go back? Like Paradise, I'm in the middle of. Oh, yeah. I watched both seasons of that. That was awesome. Yeah, so I'm like halfway through season two of Paradise.

9:41So I'm watching some TV. You know what I realized by Real Housewives of Rhode Island? Everyone's here like, I'm not watching. But here's what I learned. I had no idea how horrendous the accent was for people that are in Rhode Island. No offense. Well, it is offense. The accents of people in Rhode Island, it's like a Boston accent that somebody threw up on. Yeah, I mean, also, I didn't know. Dolores from New Jersey looks exactly like that. Yeah. I swear when I first saw, I don't know if I forgot her name already, but when I saw her, I was like, that's Dolores. And then Dolores appears on the screen.

10:15I'm like, wait, they actually are friends. Right. Shocker. Well, we've lost everybody on this episode a thousand percent, but we appreciate you being here. Leave Daniel a review of the Marky Millennials or do this, not that, or do something and don't watch any show we recommended because we don't know what we're talking about later. Daniel, come on, man. I got to get back to work. Get out of there. All right. While he's still in there, this is Jay. Check out my podcast, Do This, Not That, for marketers. Each week, we share really quick tips on stuff that can improve your marketing. And I hope you give it a try.

10:46Oh, here's Daniel. He's finally out. Back from my bathroom break. This is Daniel. Go follow the Mark and Millet podcast. But also tune into this series. It's once a week, the bathroom break. We talk about marking tips that we just spew out. And it could be anything from email subject line to any marketing tips in the world. We'll talk about it. Just give us a shout on LinkedIn and tell us what you want to hear. Peace out. Later.