1. Don’t send everything to everyone — get smart and segment. You can divide your buyers into groups based on whether they’ll be receptive to a specific message. This process of grouping buyers is called segmentation. Segmentation makes it easier to target your customers and ensure you are sending them relevant messaging based on where they are in the buyer journey. Here are a few ways you can segment your audience: Status Persona Funnel stage Company type Company size (buyer, customer, former customer) Examples of leads removed from the funnel: Recycles: Unqualified: • A lead that was disqualified • Not interested or not a good fit but may be interested again • Fake email address • Reenters the funnel at the • Works for a competitor nurturing stage • Title is “student” or “intern” • Their email hard bounced