FreelancePizza has a diverse audience, as the target audience can be segmented into at least 10 different personas. The challenge thus was to find and address the pain points of these groups individually.

The solution was to segment the messaging for the audience, this meant asking for additional info on the subscriber as the signup process happens, and then to build tailored email marketing and product experiences.

The process entailed:

• Identifying existing audiences for the projects, inducing 5 industry segmentations, as well as 2 different experience levels (a total of 2x5=10 profiles)
• Designing different email nurture sequence for the two different customer experience levels, including setup of lead magnets with additional user questions
• Planning the segments out in MIRO, taking into account different tags, groups, as well as lead magnets, in order to filter out outliers (people downloading multiple lead magnets, re-subscribers etc..) Each email nurture sequence contained customized segments, talking directly to the main points of the target profile, at different stages of the buyer’s journey.
• Setup of KPIs and tracking for each of these personas.