Chapter 1: Marketing Basics
PIPELINE
Is the highest level of separation among your products and services. If you’re an e-commerce shop, two pipelines might be subscriptions versus pop-up shops. Each has a conversion path that starts cold and ends with… a sale or an upsell?
The purpose is to manage the sales process.
To optimize, measure, and ultimately grow the pipeline.
SEGMENTS
Can be anything that separates your people into groups. Segments are different from buyer personas in that they don’t have to be mutually exclusive. Segments are defined by variables.
Transaction volume
Stage in the conversion process
Demographic markers
The purpose is to organize your contacts.
To improve personalized interactions and measure the profitability of each.
