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It’s a savvy marketer’s job to not only know who their customers are but also understand them. It’s easy to group all customers together into a simple, single unit. But the truth is, every customer is unique. So why email them or market to them the same way?
One of the most comprehensive ways of determining repeat customer needs, and optimizing your marketing strategy, is through advanced segmentation.
eMarketer was pleased to moderate a Tech-Talk webinar presentation featuring Caren Carrasco, senior partner at Benjamin David Group, and Manisha Shah, director of product management at Salesforce. They shared new research and best practices for advanced email segmentation.
View the webinar to learn:
Caren Carrasco is a senior partner at Benjamin David Group. She’s a marketing executive with a rich background in CRM and customer lifecycle strategies. Her industry experience ranges from travel to retail to SaaS. Along with being the co-founder of Benjamin David Group, a performance marketing consultancy based in Montreal, and an active mentor for newcomers to Canada, Caren is a proud mother of two.
Manisha Shah is the director of product management at Salesforce. Manisha joined Salesforce with the acquisition of Rebel in 2018. She has over 15 years of email and marketing experience, working with brands to leverage technology and bring their programs and strategies to life effectively. She is currently working on the Interactive Content product management team at Salesforce Marketing Cloud.