Welcome to Do This, Not That, the podcast for marketers.

You'll walk away from each episode with actionable tips you can test immediately.

You'll hear from the best minds in marketing who will share

tactics, quick wins, and pitfalls to avoid. We'll also dig into life, pop culture, and the chaos

that is our everyday. I'm Jay Schwettleson. Let's do this, not that.

We are back for do this, not that.

And today we're going to talk about two very simple things that can be a game

changer for your marketing.

Cost you nothing super easy.

And they're both about segmentation, right?

And you may have zoned out now and say segmentation.

I know all about that, but no, these two things I think most marketers are sleeping on.

So the first one is click-based segmentation.

This is a gold mine.

And before we get into why it's a gold mine, I totally get it that when people are buying from us, subscribing from us,

downloading content from us, getting those discount codes from us, we want to ask them a lot

of questions. We wish we could have a hundred fields on our forms and we can collect all this

information from people, but we can't do that. And the reason we can't do that is for every additional

must fill field that you have in a form when you're collecting information from people,

you will lose at least 8% of those people filling out the form. That is the stat. So what can we do

to get really valuable information about the people in our database so we could send

them really tailored stuff or our salespeople could follow up knowing exactly what it is that

...