How Benefit Segmentation Will Take Your Marketing Campaigns to the Next Level

如果您是Hubspot的粉丝Inbound Marketing Methodology, you probably understand the importance of客户成功. In fact,70% of businesseswith growing revenue prioritize customer success as "very important." So, if you want your business to succeed you must make sure your customers do, too.

By doing so, you can stack the odds in your favor, ensuring the leads you’re passing to your sales team are a good fit for your business through benefit segmentation. In this post, we'll go over what benefit segmentation is, why you should use it, and where it can be seen in the real world.

您为什么要受益于细分？

福利细分将帮助您更好地了解客户群的不同需求，此外：

1. Benefit segmentation makes it easier for sales reps to convert leads into customers.

那是因为您的营销活动将吸引更适合您的产品或服务的客户。由于广告系列是针对最需要您的业务的人，因此您的销售团队应该更轻松地完成交易。

2. Marketers and salespeople can use benefit segmentation to engage customers.

By identifying the key value that your business provides, your team will create more compelling marketing campaigns and sales pitches. They'll know exactly how to differentiate your product or service to make it attractive to your target audience.

3. Benefit segmentation improvescustomer retention.

Converting leads that are a good fit for your organization will decrease your churn rate over time. Customers will be happy your product or service is fulfilling their needs and will be less likely to shop with your competitors.

现在，我们了解了什么是好处细分以及为什么要使用它，让我们来看看一些真实的例子，在这些示例中，这种营销技术帮助企业吸引和关闭潜在客户。

益处细分示例

1.三星

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手机已成为现代技术最基本的产品之一。几乎每个人都有手机来完成日常任务。但是，根据您的身份，您的身份以及您来自哪里，您的手机需求可能与下一个客户有很大差异。我们大多数人都需要手机，但通常是出于不同的原因。那么，电话公司如何设法满足这些客户需求？

三星使用福利细分来个性化不同目标受众的广告。在手机行业中，年龄是客户需求的主要决定因素。随着顾客的年龄增长，他们的手机更改所需的东西。它从摄像机和应用等有趣的功能到更实际的好处，例如电池寿命和安全性。

我们可以在图中的两个广告中看到这个播放。第一个针对年轻的观众，并激发他们“做更大的事情”。手机配有两个摄像头，让用户使用随附的设计师绘制图像。

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Compare this to the next ad where Samsung focuses on the practicality of the phone. Its tagline, "Designed for humans," lets the reader know the phone is user-friendly and easy to set up. The phone is designed for optimal performance so that it never slows down no matter how many apps are running at once. This is particularly useful for an audience that may have a busy professional schedule and is working on multiple tasks at once.

Highlights:

• 三星used it’s “Do bigger things” campaign to attract a younger audience by reeling them in with sleek new camera features.
• Conversely, the company was able to attract older users who may not be as tech or gear savvy with the tagline “Designed for humans,” implying the phone is user-friendly for all.

2.Ford

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汽车公司经常使用福利细分来定位不同类型的车辆。例如，我们可以看一下福特，以查看其福特融合和F-150型号之间的广告差异。

福特融合是一种实用的四门轿车，被描述为“复杂”和“酷”。福特认识到，对这辆车感兴趣的人除了其性能和价格外，还将重视其风格。该公司通bob全站app过在广告中使用鲜艳的颜色来强调这一点，以称赞汽车的令人眼花prop乱的设计。

现在,比较形象的形象福特F-150 below. The F-150 is a work truck designed for people who need a powerful, durable vehicle. Customers who are interested in the F-150 would value the truck's impressive towing capacity and ability to navigate difficult terrain. That's why the image below shows the truck towing a large piece of equipment with a tagline of "Built Ford Tough."

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Highlights:

• Ford marketed the Fusion sedan to users who were more interested in having a practical, but stylish car to get around town.
• For the F-150, Ford used it’s “Built Ford Tough” campaign featuring the rugged outdoors to attract buyers looking for a durable, all-terrain truck that could handle the toughest jobs.

3.Airbnb

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Airbnb's market segmentation is interesting because it has to account for two main target audiences: hosts and guests. Not only does the company have to find customers to book the rooms, but they must also attract welcoming hosts with desirable living spaces. This forces Airbnb to perform benefit segmentation to create ads that appeal to both guests and hosts.

In the example above, we can see how Airbnb uses benefit segmentation to attract hosts in New York City. New Yorkers have a lot of pride for their city and value companies sharing that passion. So, Airbnb created these subway ads to educate New Yorkers on why Airbnb is good for local business owners as well as community development.

We can compare that educational message to the inspirational one below. This ad is aimed at potential guests who are planning a future trip but haven't made concrete travel plans. Airbnb capitalizes on this opportunity by creating a message that embraces uncertainty. Rather than pointing to a specific location, Airbnb makes the destination irrelevant and instead focuses on how the company will help, no matter where you go. This makes Airbnb look more trustworthy to customers who may be nervous about making a major financial decision.

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Highlights:

• To attract NYC hosts to use their service, Airbnb embarked on a campaign that tapped into the pride New Yorkers have for their city and local businesses.
• 对于客人来说，Airbnb将自己确立为可信赖的住宿选择 - 无论他们决定在哪里崩溃，都可以利用观众目的地的不确定性来发挥自己的优势。

4.Nike

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Nike offers a wide range of products to a variety of target audiences. It needs to use benefit segmentation to develop different marketing campaigns that appeal to each group of customers. The most notable example we can pull from Nike is its ads featuring tennis superstar, Serena Williams.

这些广告针对耐克的女性目标受众，尤其是在年轻的人群中。耐克了解这些客户在穿耐克产品时重视他们所经历的运动信心。那是因为耐克的服装不仅是时尚的，而且是为精英表演而设计的。该公司使bob全站app用网球现象塞雷娜·威廉姆斯（Serena Williams）作为偶像，以展示这种增加的信心如何提高您的运动能力。

Highlights:

• Nike expertly leveraged it’s reputation for creating high-performance gear by using tennis star Serena Williams.
• 另外这个品牌was able to tap into youthful nostalgia and appeal to female buyers by using images of Williams as a youth to inspire their audience to greatness.

5.Hulu

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Amidst the "cord-cutting" phenomenon, Hulu has been able to position itself as a viable alternative to cable TV. Hulu's users value convenience and efficiency and don't want to spend money paying for television channels they never watch. So, the company has created an ad campaign that explains how Hulu users can save money while maintaining access to their favorite content.

In the ad above, we see how benefit segmentation influenced Hulu's marketing campaign. For example, the copy highlights how users can view "current episodes" and "hit movies." Since many cord-cutters worry about losing access to new content, this lets users know that Hulu's content is updated so they'll never miss a recent episode. That's incredibly important for people who follow series likeGame of Thrones, where it's vital to watch the episode as soon as it airs.

Highlights:

• Hulu’s ad campaign assures potential cord-cutters they won’t miss current episodes of their favorite shows.
• Hulu找到了对客户最重要的东西（缺少他们喜欢的节目），然后为他们的消息传递来满足他们的需求。

使用福利细分的优点

通过福利细分，您可以根据提供的价值来组织客户和潜在客户。这确保您吸引了随着时间的推移与您的业务建立牢固关系的客户。<>通过追求这些客户，您的组织将改善潜在客户获取并确保客户成功。

This article was originally出版June 3, 2019 and has been updated for comprehensiveness.