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How Blackbaud Achieves Deeper Segmentation

Authors: Jess Lisa Kenney
Posted Under: The Content Experience Show
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Hosted By
Jess

Anna Hrach

Convince & Convert
About The Content Experience Show:

Welcome to The Content Experience Show where content experience is the new content marketing. It’s not only about reaching our audiences where they are, but engaging them with a personalized experience of meaningful, useful content that they’ll take with them over time. The guests on the Content Experience Show share strategies, tips, and real-world examples of how they’re taking their content marketing to the next level and providing their current and prospective customers with a true content experience. This isn’t just a trend. It’s a movement.

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The Marketing Book Podcast

How Blackbaud Achieves Deeper Segmentation

Take Marketing to the Next Level

The idea of segmentation is familiar enough in the marketing world, but as in most things, some people just get it. Lisa Kenney, Sr. Demand Generation Marketing Manager at Blackbaud, is one of those people. She’s always looking for ways to take her marketing to the next level and has tremendous insight on how to do just that.
In her words, “Data is your best friend.” By putting effort into knowing your customers more deeply you can begin to segment them in ways that aren’t always immediately apparent.
With more segmentation comes more opportunity to structure your content in a more customized way, even developing various “personas” for different segments of your audience. This can be content explicitly created for each segment, or you might find that content you’ve already created can be reworked and adapted to a new segment.
This may sound daunting, but by utilizing the tips Lisa has to share and putting in a little effort, you can be well on your way to better segmentation and a more nuanced relationship with your customers.

In This Episode

  • How to implement deeper segmentation
  • How to better use data to improve segmentation
  • Why you should balance creating content for a specific audience and maintaining the flexibility to repurpose it
  • Ways to more efficiently organize content data

Quotes From This Episode

“Data is your friend.” — Lisa Kenney
“See the whole story. Then you can make better decisions.” — Lisa Kenney
Environments change, and you need to be able to roll. — Lisa Kenney Click To Tweet

Resources

Content Pros Lightning Round

What kind of dog do you have?
Lisa’s “baby,” as she calls him, is an English Bulldog.
Did you ever have any good stories when you were at Segway of people who were lazy enough to walk their dog on a Segway?
While she doesn’t have any dog-walking stories, there were plenty of cringe-worthy tricked out Segways that the staff would encounter.
See you next week!

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