6 data points you should be using to personalize SaaS nurture journeys

If you’re a SaaS marketer, you will know how important personalization is when it comes to lead nurturing. Fortunately, there are several data points you can leverage to achieve a high level of personalization, and in Ortto your data and marketing automation are all in one platform, so building highly-personalized journeys is incredibly simple.

In this blog, we will outline the five data points you should use to personalize your nurture journey that will turn your leads into sales-ready leads.

6 data points to use in your SaaS lead nurture journey

1. Website data

You can use website data such as pages visited and blog posts viewed to inform the types of content included in your nurture journey. For example, if a user spends time looking at a particular product page or certain blog posts, you could use merge tags to reference the topic they’re interested in.

If your product has a smaller number of solutions or features pages, these could also be used as entry criteria, allowing you to send more relevant information on the topic of interest. For example, if your lead viewed a page on social media listening, your nurture journey could share things like:

• How social media listening can help your content strategy 

• # ways ecommerce brands can use social media listening for R&D

• This brand 10x their engagement on social media, just by listening. Here’s how

In either case, the personalized approach will be more likely to drive opens and click-throughs.

2. Product data

If you have a product trial set up and want to nurture an audience of lapsed trialists, you can use product actions to personalize nurture journeys. 

For example, let’s say your customer used xyz feature during their free trial, but never touched xyz — a feature you know tends to convert users. You can use this information in merge tags, as entry criteria, or in splits to personalize the content you share. 

To do this, create custom activities based on any combination of action-based data, and use them to trigger the entry to a specialized nurture journey (e.g. 'Trial has ended’).

3. Form submission data

You can use data from form submissions to build nurture journeys. Information submitted into signup forms and capture widgets (like when someone signs up to your blog or downloads a gated piece of content), and surveys can reveal demographic data, preferences, and goals, and you can use this to personalize messaging.

Form submission data can also be used as merge tags to personalize email subject line and preview text fields (e.g. using the company name in the subject line to increase engagement).

What’s more, Ortto’s integration with Typeform means that when a user submits a Typeform survey or form, it is automatically recorded as an activity within Ortto’s CDP, which can then trigger personalized nurture journeys.

4. Data from your CRM (e.g. Salesforce)

You can use data from your CRM like Salesforce to personalize your nurture journeys in several ways using custom object values. For example, you can use Salesforce data as entry and exit criteria, so when a lead is created in Salesforce they are entered into a nurture journey and are exited when they have converted or did not take any actions in 30 days.

You can also use merge tags to personalize fields such as email subject lines and preview text, and the From name and From email fields in sales emails. For example, if you have round robined your leads in Ortto, you could use merge tags to ensure that any sales emails are signed off from the owner (aka sales rep) of the lead.

5. Firmographic data 

You can use firmographic data like organization size and industry to personalize nurture journeys. Use data enrichment services like Clearbit to find out more information about your leads, and then create Audiences based on that data and use segmentation to build a list of leads.

Let’s say you’re a B2B SaaS company that offers a suite of cloud-based HR solutions, such as recruitment and payroll. You could segment leads by firmographic data to send them content and product information that is relevant to their business’ needs. For example, you could enter recruitment specialists who work in organizations with less than 100 employees into a nurture journey with content relating to best practice recruitment tips for SMBs, and information about your recruitment product.

6. Demographic and psychographic data

You can personalize journeys using what you know about your leads, such as their age, job title, gender, location, and preferences, lifestyle, etc. You can determine psychographic data in several ways, such as the blog content that someone reads, or emails they click on, etc. You can then create custom activities by layering different types of data to target with precision.

For example, a streaming service may use demographic and psychographic data to inform leads about the release of new shows that fit their persona, which would likely increase email/SMS open rates and clicks.

Final word

Taking a data-driven approach to personalizing nurture journeys will increase engagement and turn more leads into sales-ready leads. Create journeys in Ortto by signing up for free today.