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If you’re new to the world of email marketing, you might be unfamiliar with the importance of segmenting your email lists. But it’s a big deal: According to DMA, 77% of email marketing ROI came from segmented, targeted, and triggered campaigns in 2015. 

The best part about email segmentation? There are a ton of creative ways you can segment your email list to run innovative and effective campaigns that leads and customers will enjoy, from geography and industry to content format and topic. The more information you collect about your email recipients, the more opportunities you have to tailor your emails to resonate just right.

To get your brainstorm started, check out the comprehensive list of email list segmentation ideas below. (Then, download this email marketing planning template to keep all of your email efforts organized.)

30 Ways to Segment Your Email List for More Targeted Email Marketing

The whole point of segmentation is to provide more relevant content to your email recipients. To do that, you’ll have to take the time to craft targeted campaigns that take into account not just list segments, but also lead data, and trigger events that help customize your email campaigns further. (Our marketing team uses the Email App and the Lists App in the HubSpot Marketing Platform in combination with HubSpot CRM to accomplish this.)

Bear in mind that while some of these recommendations will work wonderfully on their own, many of them are at their absolute best when crossed with other segments, triggers, and lead intelligence data. 

1) Geography

Knowing where your contacts live can be seriously powerful information. If you’re a brick-and-mortar business, you wouldn’t want to send in-store offers to out-of-towners, right? Or let’s say you’re a national franchise — you better be segmenting by zip code to ensure you’re not infringing on someone else’s territory, or worse, marketing to a location that your organization doesn’t even service yet.

Here’s a geographically-segmented email I received from Vamoose, a bus service I’ve used frequently to travel between New York and the Washington, D.C. area. (I can’t believe it’s already time to start planning travel for Thanksgiving.)

2) Age

People of all ages have access to the internet these days, which means you could be emailing a college student, a retiree, or even a little kid. You may find knowing the general age range of the people on your list helpful to remove those not in your target audience, or to adjust the messaging of your email communications.

3) Gender

Just as you’d speak to a retiree and a college student differently, you might adjust your messaging and offers based on gender, too. If you have a wide product offering that extends across genders, consider segmenting your list in this manner — and beefing up the segmentation with other demographic and psychographic details as well.

4) Persona

Speaking of demographics and psychographics, you should have buyer personas that include information of this nature, as well as more detailed explanations of what makes these folks tick and why your solution provides value for them. If you don’t have buyer personas created already, use these free templates to create your own — and then segment your list based on them. Because each persona has different needs and value propositions, they’re all going to require different email content for the best clickthrough and conversion rates.

5) Organization Type

Do you sell to other businesses? Are they franchises? Non-profit organizations? Ecommerce companies? Enterprise organizations? Small businesses? They all have different needs, and as such, their email content should be different — so segment your list accordingly.

6) Industry

If you’re selling to other businesses, you may encounter leads and contacts across many different industries. Knowing your lead’s industry will allow you to add another level of personalization to your email marketing.

7) Job Function

As a B2B marketer, your email list could contain a whole melee of different job functions — office personnel, salespeople, marketers, consultants, developers, customer service, accountants … the list goes on. Considering the breadth of job roles within any given organization, doesn’t it make sense to segment your list accordingly?

8) Education Level

You could segment your list based on how many degrees they hold, or how educated a lead or contact is regarding your brand and the subject matter you discuss. If you segment your list based on the level of understanding they have on the topics you write about, you can tailor your lead nurturing content to speak at the right level.

Here’s an email I received from Idealist, which they sent to me based on my previous indication that I had already earned a Bachelor’s degree:

9) Seniority Level

There are different job roles, and there are different levels of seniority. Perhaps your contact said they work in marketing, but is she the VP of marketing, or a marketing coordinator? Those two contacts will differ in years of experience, salary level, pain points, decision-making potential, and a whole host of other differences that make segmentation critical for effective email marketing campaigns.

10) Past Purchases

If a segment of your list has purchased from you before, use that information to send them emails catered to that which interests them. Then make your bottom line bigger by identifying upsell opportunities with additional services or complementary products they’d enjoy based on their past purchases.

Here’s Casper, the maker of my bed made of clouds, shooting me an email about the other products they offer:

11) Purchase Interests

You can infer someone’s purchase proclivities from past buying behavior, or you can just ask. My colleague, Lindsay Kolowich, highlighted companies who do this in creative ways — such as with surveys — in a recent blog post about awesome email marketing campaigns to help them create better targeted emails.

12) Buying Frequency

Segment your email list based on how often someone purchases. Not only can you try to increase shopping frequency for some, but you can also reward frequent shoppers with an invitation to your loyalty program to make your brand even stickier. (Download this free guide to learn how to more effectively use and measure customer loyalty programs for your business.)

Here’s a customer loyalty email I received from my mobile provider, AT&T, about early ticket access to a concert they’re hosting. (Do you think they somehow know I attended a Panic! At the Disco concert when I was in middle school? This is embarrassing, readers.)

13) Purchase Cycle

Do certain customers come to you on a weekly, monthly, yearly, or quarterly basis? Or perhaps they only need you at a certain time of year — a pool cleaner might see upticks in spring and fall, for example. Segment your list based on customers’ purchase cycle so you can be there right at their point of need.

14) Content Topic

Here at HubSpot, we’ve noticed that some of our leads and contacts are far more interested in certain content topics than others. There’s one segment that’s extremely interested in sales and marketing alignment, while another is far more interested in Snapchat for business. So it only makes sense that we segment our list based on the topics our contacts have showed interest in. Take a look at what content gets people clicking, and segment your list based on that.

Here an example of an email I received from Twitter featuring suggestions for who to follow next (and it worked):

15) Content Format

You may find that specific content formats are more appealing to certain segments of your database — some like blogs, others prefer ebooks, and some may only show up when you put on a webinar. For example, in a recent HubSpot Research survey, 43% of respondents wanted to see more video content in the future. If you know how certain segments of your list prefer to consume content, you can deliver the offer content in your emails via their preferred format.

16) Interest Level

Just because someone converts on a content offer, doesn’t mean they actually liked it. Segment your list based on how interested leads are in your content. For example, we might email a segment of webinar attendees that stayed engaged for 45 minutes or more with a middle-of-the-funnel offer to help move them along in the sales cycle, while those that dropped off before 10 minutes might receive another top-of-the-funnel offer — or even a feedback survey to gauge what specifically lost their interest.

17) Change in Content Engagement Level

Have you noticed an increase or decrease in the amount of time leads are spending with your content? This is an indication of their interest in your company, and should be used to either reawaken waning interest, or move leads along through the sales cycle while they’re at their height of engagement with your content.

Here’s an example from Udemy, who segmented their email list to try to re-engage inactive users (I still highly recommend Udemy’s online classes):

18) Change in Buying Behavior

Similar to a change in content engagement, a change in buying behavior can indicate a lead is becoming more or less interested in your company. Leads that decrease purchasing frequency, for example, might need a little extra love — and thus, a dedicated lead nurturing campaign.

I typically buy glasses and contact lenses at Lenscrafters once yearly with my vision insurance benefit, but I haven’t yet this year, so they wisely sent me this nurturing email with a gentle reminder to purchase from them:

19) Stage in the Sales Cycle

I’ve mentioned it a little bit here and there, but the stage a lead is at in the sales cycle should determine which email segment they fall in. At the very least, set up separate lead nurturing tracks for those at the top of your sales funnel, in the middle of your sales funnel, and at the bottom of the sales funnel.

20) Email Type

There’s a lot you can tell by someone’s email address. You design your emails for different email clients if you’re really into sophisticated email design, or if they’re Gmail clients, responsive email design.

21) Satisfaction Index

Many businesses use satisfaction indexes to determine how happy their customer base is — Net Promoter Score (NPS) is a very popular one. If you’re measuring satisfaction numerically, consider sending an email segmented based on your customers’ level of happiness with your organization. Those with a high NPS score, for example, might provide opportunities to gather reviews, referrals, or even upsells. Those with lower scores, however, may get emails that give them access to educational materials that will make them happier and more successful customers.

Here’s Wayfair‘s email asking me to review how a recent purchasing and delivery experience went:

22) Customers Who Refer

Consider creating a list segment full of those customers who repeatedly refer new business your way. These are your biggest brand advocates, and should receive emails targeted towards loyalty programs, refer-a-friend discounts, even possibly trials for new products or services you’re releasing to get honest feedback before widespread rollouts.

23) Customers Who Haven’t Reviewed

You should always be trying to get more positive reviews of your business, so why not create a list segment that targets those customers who haven’t written a review yet? You could combine this list segment with, say, those that are also social media fans and have a high NPS score. Think about it … you know they follow you on Twitter and their NPS score indicates they love you. That’s just begging for an online review email campaign. (Check out this case study guide + template to help you successfully reach out to potential participants and engage them in the process.)

Here’s LinkedIn‘s email asking me to participate in a feedback survey:

24) In-Store vs. Webstore Visitors

If you have both a brick-and-mortar location as well as a website, segment your list based on where your customers like to shop. You can give invites to in-store events to those customers that give you foot traffic, while those that only visit your webstore might receive offers that should only be redeemed online.

25) Shopping Cart Abandonment

After analyzing 34 online studies of ecommerce shopping cart abandonment, Bamyard Institute determined that, on average, 68% of shopping carts were abandoned prior to purchase. Yikes. If you run an ecommerce webstore, you absolutely must have an abandoned shopping cart email program, and you should be segmenting your contacts based on this behavior.

26) Form Abandonment

Not an ecommerce company? You still have abandoners on your site — form abandoners. If someone starts filling out some forms on your website and then loses interest, gets busy, has a lousy internet connection, gets eaten by a zombie … you know, whatever … segment out those leads for nurturing aimed at bringing them back to your website to complete the form. The offer was interesting enough at one point in time to pique their interest, so why not try to recover some of those form abandoners?

27) Usage

Whatever it is you offer, there are some customers who you could consider “power users.” These are the ones that totally get how to navigate your website, use every feature in your software, and make the most of their relationships with your service providers. Then there are the rest of us. Segment out the power users and the strugglers, frequent users, and infrequent users; then send email content that teaches them how to be more successful with your product or service. The more customers use your product, the more likely they are to stick around: Bluenose found that lack of use was the number one driver of software customer churn.

Here’s a use-segmented email I received from MapMyRun. I feel misleading including it because I truly can’t remember the last time I went running, but it’s still a good example of list segmentation:

28) Event Attendance

Does your organization host book signings, conferences, or social events? Don’t miss the opportunity to reach out to leads and potential customers you’ve already made a positive connection with. Segment your email list depending on the type of event, the topic or theme of your events, or even to RSVPs who didn’t make it out. You’ll be able to keep inviting them to events while sharing relevant content offers based on what you learned about them from past events. (P.S. – Have you registered for INBOUND 2016 yet?)

29) Page Views

You can tell a lot about your contacts from their behaviors, and the web pages they’re browsing are no exception. Are there certain blogs they’re reading or questions they’re asking when they come to your website? Experiment with lead nurturing campaigns dedicated to different topics your website covers to appeal to your site visitors’ patterns.

30) Call-to-Action Clicks

A clickable call-to-action is what takes your website content to the next level because it helps you generate leads and contacts. (Download 50 customizable call-to-action templates here.) You can tell which types of language work on your contacts based on what makes them click, or not click, on your CTAs. Are they more inclined toward time sensitive offers to “act now” or “try this month,” or do they prefer more explicit offers of “free” or “discounted” products? Use their clicking habits to determine how you segment your email list, and what language you use when reaching out. 

I hope this list has given you ideas for ways to segment your own lists, and most importantly, sparked some creative email campaigns you can run as a result of this new segmentation.

So what about you — what other ways can you think of to segment your email lists? Which of these segmentation ideas could you combine with others for really epic results?

Editor’s Note: This post was originally published in May 2012 and has been updated for freshness, accuracy, and comprehensiveness.

 

Every year, HubSpot launches the State of Inbound report, detailing inbound marketing and sales trends across the globe. This year, we’re so excited to announce that we’ve also launched the State of Inbound EMEA report, focusing exclusively on the region.

With the data from both reports at our fingertips, we couldn’t help but dive in and compare the responses. Were there any key differences between U.K. & Ireland marketers versus U.S. marketers? Similarities? Did things look the same across the pond?

Check out the revealing statistics below to see how the two regions stack up when it comes to their approach to inbound.

17 Stats That Uncover Key Marketing Differences Across Regions [New Data]

Marketing Strategies

1) 76% of U.K. & Ireland marketers reported that they work in inbound companies vs. 73% in the U.S. [Tweet this]

2) Nearly half of U.K. & Ireland marketers surveyed did not believe their organisation’s marketing strategy was effective, compared to just 29% in the U.S. [Tweet this]

3) U.K. & Ireland marketers at companies that invest in inbound marketing are 2X more likely to rate their marketing strategy as effective. [Tweet this]

Marketing Priorities & Challenges

4) Marketers on both sides of the pond agreed that converting customers and growing web traffic are the top two priorities for 2017. [Tweet this]

5) Webinars are not as popular with U.K. & Ireland marketers, with 22% prioritising this content form, compared to 31% in the U.S. [Tweet this]

6) Top challenges for U.K. & Ireland marketers include: generating more traffic and leads, and proving marketing’s ROI. [Tweet this]

Least Effective Marketing Tactics

7) 28% of U.K. & Ireland marketers said traditional print, outdoor, and broadcast advertising was overrated. [Tweet this]

8) According to U.K. & Ireland and U.S. marketers, the most ineffective marketing tactic is paid advertising. [Tweet this]

9) Organic social media is reported to be less effective in the U.S. — 12% of U.S. respondents indicated it is ineffective, compared to 7% of U.K. & Ireland marketers. [Tweet this]

10) YouTube is planned to be a key element of 36% of U.K. & I marketer’s 2017 content strategy. [Tweet this]

11) 29% of U.K. & Ireland marketers are planning to invest in Facebook video in the next year. [Tweet this]

12) Podcasts are seeing a resurgence in popularity: 18% of U.K. & Ireland marketers plan on adding them to their marketing plans. [Tweet this]

Professional Communication

13) 14% more U.K. & Ireland professionals prefer face-to-face communication compared to U.S. professionals. [Tweet this]

14) 11% more U.K. & Ireland respondents use social media for business purposes compared to U.S. counterparts. [Tweet this]

15) 8% more U.K. & Ireland respondents prefer Twitter compared to U.S. marketers. [Tweet this]

16) 9% more U.S. marketers prefer Facebook compared to U.K. & Ireland marketers. [Tweet this]

“Smarketing

17) One in five U.K. & Ireland companies have reported tight alignment between sales and marketing, compared to one in four in the U.S. [Tweet this]

Want to see the full EMEA report detailing inbound marketing & sales trends and benchmarks? Download it here.

Some clichés are clichés for a reason. Everyone needs to do more with less. What marketing team, for-profit or nonprofit, isn’t tasked with improving results for the same effort?

Your path to increasing constituent engagement with your content without exhausting your hardworking team requires approaching your marketing systematically. This doesn’t mean squashing creativity. Having systems to produce and distribute your content streamlines activities like actively blogging, freeing up time to invest on the brainstorming side.

Repurpose, Repurpose, Repurpose

Every piece of content your team creates should get run through your repurposing machine. Content is always an appreciating asset that you can reuse and re-promote over and over. If you’re like most nonprofit organizations, you already have a rich stream of content, from your newsletters, annual reports, constituent video testimonials just to start. Draw on this deep content collection you already have.

Now, one piece of content isn’t just a single marketing asset. It spawns a range of new content that can also be consistently reused and re-promoted. Even better, repurposing content to create new marketing assets costs far less than creating entirely new content. So you can really maximize your marketing budget to get the most content out there.

To systemize your repurposing of your content, outline all the ways you want to repurpose every type of content format you produce. For example, you could create the following list for blog posts:

• Short version for use in emails or newsletters with link back to full post
• Group with related posts for report
• 2-3 visual-plus-text images based on post to share on social
• Infographic with post information
• Reaction piece to original post

With clear outlines, your team doesn’t have to waste time on developing a repurposing plan for each new piece of content. You’re also developing an always-full bucket of content you can go to in a pinch. Since you’re not going to promote and distribute each piece of repurposed content immediately, your content pipeline is never empty. 

Set Up Your Go-To Content Sources

Something needs to feed your marketing machine. That’s your content sources. Building off our repurposing system, your first stop is content you’ve already created. You probably have some great organizational achievements outlined in your most recent annual report. What stories can you pull from there?  Do your volunteers or members send emails sharing their positive experiences with your organization? That’s another great content source you can tap into.

Select some content that aligns with your organization’s current goals and start running it through your repurposing plan. Start with reports or webinars that were created to appeal to a key segment such as engineering technology members you want to target and work down the line from there.

For original content, you can run some UGC campaigns to source some new material. Put out a call for constituent stories and videos. You can set up an email series inviting constituents to send you their own view of what your organization has done for them. Have that email series triggered by some key behaviors, such as attending an event or a few months after signing up for a new service.

You can also let curation tools do some of your work for you. Using bots like Google Alerts and social monitoring tools to let you know when your organization, or topics and keywords that interest your organization and market, are mentioned. This provides opportunities to find organically created UGC, get inspiration for new topic ideas, and participate relevant conversations.

Take a Dip into Automation

Automation is turning on a genuine machine to amplify your successful marketing efforts. Pick a few key goals that are based on successful processes you’re already running manually.  Let’s say your membership renewal process gets a good return when used, but you have too many members for your team to keep up with kicking off a timely renewal series. This is a perfect spot for automation triggered by a countdown to each member’s individual lapse date.

You might also want to run a more expansive new constituent campaign. You have a major event occurring in six months, so you want to start a process to boost your membership numbers now. You can automate a membership acquisition sequence triggered off visitor behavior that indicates a high level of interest, such as watching an online webinar or hitting some site visit and length of session benchmarks.

Focus Like a Laser Beam

When you begin systemizing your marketing, hone in on a key market segment or two. You might want to re-engage a large pool of dormant members, or perhaps you’re expanding the geographical scope of your services and want to drive membership in this new area. Create or refine your personas for these market segments to ensure your content and triggers are fresh and relevant. Setting up new alerts and social listening streams will be helpful here.

Start with repurposing the content you have that already performs well for this segment. Let’s say you have a report on future medical industry trends or legislation, you can pull out the geographically relevant content for your new market to create a customized report just for them. Select how you want to repurpose it by aligning with behavioral triggers that will send an automated email series or become critical information in the email series itself. Now when someone signs up for your newsletter, based on their zip code, you can send each constituent a custom report for their state or region.

You can also roll out a personalization plan for current and new content using smart content and progressive profiling capabilities to gather more intel on these segments. For instance, as you gather their industry, political party, and whether or not they own their own business, you can turn that data right around to customize your online and email offers. Ebooks, guides, white papers, videos, presentations, checklists, comparison charts, etc. that can help them achieve recognition in their industry, or educate them about specific candidates or pending legislation that affect them, or help them to create employee giving drives which benefit your organization, etc.

Rome Wasn’t Built in a Day

Relax. No one builds a comprehensive marketing machine with one single effort. It takes persistence and patience. That’s why narrowing your focus and implementing marketing systematically are viewed as best practices. As you learn from your initial efforts, expanding your marketing efforts will go more quickly, and easily. This approach means you can enjoy the satisfaction of a well-rested team and a growing, highly-engaged membership.

We waste a lot of time reading and responding to emails at work. So much so that many people have become obsessed with optimizing their time spent “dealing” with email — whether that’s putting limits on the number of times they check their inbox during the day, using a productivity method such as inbox zero, or investing in tools to manage the mess of incoming communications. 

One effective way to reduce the amount of time spent writing and perfecting emails while also improving the chance of your message being opened, read, and responded to is to create a library of email templates you’ve found to be effective.

And you’re in luck because we’ve got a guide to get you started building out this repository. 

In our new ebook — 15 Email Templates for Marketing & Sales — you’ll find sample copy for commonly sent emails you can customize for your own communications. Included in the guide are templates for: 

• Pitching a co-marketing campaign to an influencer
• Requesting a customer reference
• Reaching out to speaker
• Pitching a guest post to an editor
• Following up after an in-person meeting 
• And more!

Cut down on the time you spend writing emails and improve your response rate by downloading the templates here.  

You might be asking, “What the heck does debating have to do with pitching prospects?”

A lot, actually.

Winning new business for your agency comes down to developing a logical, watertight pitch that combines data and emotion, resists opposition, and impresses your prospects.

Winning a debate hinges on those same things.

We’ve compiled a list of five debate tips you can steal to turn out a stellar pitch. Check them out below to make your next pitch a winner. 

5 Debate Techniques for Better Pitches

1) Decide on a single resolution, and stick to it.

Resolved: This agency can make your business more money.

If you ever took a debate class while in school, you might be familiar with the format of the above statement. Resolutions are positive statements used to focus the main subject of the debate. One side argues for the resolution, and one side argues against.

When your team is developing a pitch, try to establish a resolution statement that directly reflects your prospective client’s priorities and goals. If you’re unsure where to start, interview your prospect to gain a greater understanding of what they’re seeking in an agency, and tailor your resolution statement to their business needs.

One of the biggest mistakes agencies and freelancers make when pitching prospects is trying to prove too much without proper support. Using a resolution statement can help focus your ideas and evidence into a single, straightforward premise, e.g.: “Our agency can get you more leads,” or “Our agency can expand your social reach.”

If you channel all your energy into proving one strong statement — rather than a series of disjointed statements — it will be easier for your prospect to see the substantive value in your proposal. 

2) Develop structured arguments, not just claims.

The best debaters know that a sound argument is made up of three main components: the claim, the data, and the warrant.

The claim is the central idea you’re asserting. It usually takes the form of a specific statement that directly supports your main resolution, e.g.: “Conversion optimizing your website will bring in more leads for your business.” When presented on its own, the claim is essentially worthless to your argument. It doesn’t prove anything, it’s just a statement. 

The data is the evidence that supports your claim. Think of yourself like a lawyer stating your case: Without the right facts to back up your claims, your case is pretty much meaningless.

Data doesn’t have to mean hard statistics. Draw from your previous client success stories, case studies, or even industry trends to beef up your case.

The warrant is the bridge that connects your data to your claim, e.g.: “Because many other companies in your industry have found success with conversion optimization, we believe that conversion optimizing your website will bring in more leads for your business.” The “because” statement explains why exactly the data backs up the claim.

Before your pitch, plan out your main arguments by identifying the claim, data, and warrant for each point. This system can help you identify weak spots in your presentation. If you can’t adequately support one of your claims, it’s a good sign you need to dig in deeper or scrap it completely.

3) Anticipate opposition, and consider how to counter it.

Your prospects aren’t exactly the opposition (you want to end up working with them, after all), but they will be looking for places in your presentation that seem weak or opposed to their goals. And the best way to prepare for the inevitable onslaught of questions is to think like your very worst critic.

There are two fundamental kinds of opposition you’re likely to face. The first is a rebuttal, which is data or evidence that disagrees with one of your claims.

For example, if you presented the claim that conversion optimizing your prospect’s website will get them more leads, a rebuttal to this claim would be an anecdote about a business that conversion optimized their website and didn’t generate more leads. This evidence is in direct opposition to your claim.

The second kind of opposition you might face is a counterclaim. While a rebuttal refutes a claim you presented with new evidence, a counterclaim brings up a new claim that directly opposes your own.

For example, if you presented the claim that conversion optimizing your prospect’s website is the smartest way to yield more leads, a counterclaim would be that SEO is in fact the better strategy. 

How can you prepare for rebuttals and counterclaims? Comb through your presentation with a ruthless eye and create your own list of opposing points. Then practice how you would address them before the pitch. This will ensure you aren’t forced to think on your feet when the stakes are high.

4) Address all questions head-on.

In debate, if you fail to fully address an argument from the opposing team, it’s taken as a concession. It’s essentially the same thing as admitting their argument is correct. This is called a drop, as in: You completely dropped the ball.

During your pitch, it’s easy to become so focused on crushing your presentation that you stumble when the prospective client expresses concerns or raises questions you hadn’t considered. It’s important that you give a complete, honest answer to each of their questions, even if the answer is, “I’m not sure right now, but I will find out and get back to you.”

Glossing over a concern or not fully answering a question will look far worse to the prospect than attempting to answer to the best of your ability and stumbling a bit. At least it lets the prospect know that you heard them, you understand where they’re coming from, and you’re interested in getting them the right information.

5) Remember that your “judges” are human.

Although forming logical arguments is central to debates, logic isn’t the whole picture. At the end of the day, you have to impress the judges, and that means delivering your statements with an acute awareness of your audience’s emotions.  

Pitches are similar. Your prospects will be impressed by sound arguments that prove your resolution, but they also need to be wooed a little. There needs to be an emotional element that draws them in and makes them truly believe in your proposal.

This doesn’t mean you need a flashy gimmick, however, it just means you need to present your pitch in a compelling, human way. If you start to sound robotic, ask yourself: How would I explain this idea to a friend? Stepping back and reevaluating your narrative is key to developing an accessible pitch.

How does your agency prep for a big pitch? Let us know in the comments.