Suzanne Lowe advises professional service marketers to use classic segmentation methods when introducing new initiatives to internal client-facing practitioners and/or business developers. Let’s say Marketing wants to implement a new initiative that's never been tried by the firm before: an email campaign that uses new thought leadership content.
She suggests segmenting the internal colleagues into three categories.
First, “lead users” or “early adopters.” These are people who would be most likely to welcome a partnership with Marketing on testing a new initiative or improving a marketing approach currently in use. This “early adopter” group is more likely to be interested in evaluating the pilots, tolerating “failure” and working in partnership with marketing to make improvements for the next time.
The second group, the “responder” category, represents those internal colleagues who might say “yes” to trying a new approach once they’ve seen it tested successfully by others in the organization.
The third group, the “decliners,” may never say yes to working with Marketing to try new approaches to build relationships with prospects or clients.
Using this segmentation approach, Marketers can be more strategic in rolling out new initiatives. It’s also a smart way to pilot test and tweak the campaigns before broader introduction to other client-facing practitioners.