What Is segmentation?
Market segmentation is a marketing term that refers to dividing prospective buyers into groups or who have common needs and may respond similarly to marketing actions. Markets can be segmented in several ways such as geographically, demographically, or behaviorally. The goal is to better identify, attract, engage, convert, close and upsell to your prospective customers.
Market segmentation is as much an art as it is a science and the better you get at defining the different ways that people and accounts are interested in your products or services, the better your business outcomes will be.
For example, if you are selling a software product, you will have a list of prospective customers. Within that list you will have people who care about different things - users who are interested in how easy the product will make their day to day work, executives who care about what their return on investment will be and many more. Identifying these groups enables you to engage with visitors to your website, known people who engage with your content and people in active sales cycles in ways that address their specific interests by fine-tuning your message.
What is a segment?
When you create a segment, the result is a list of accounts and contacts that have taken similar actions or are similar in profile. You can take this list and build content that is relevant to the members of the list. Your message may be at the product level or it may be about a specific feature or part of your product that is most relevant to the members of the list.
What Makes Rev.Up Segments Different?
Account and People Segments: Every person in Rev.Up must be associated with an account. If you do not have an account record for a person that is imported into Rev.Up one will be created. Many systems can only segment on people. While this works for many use cases, this is not the ideal way to segment when you are trying to run B2B ABM campaigns. A view of all the people at an account is a starting point for dividing the people into different groups to deliver specific messaging.
Account and People Attributes in Segments: Both account level attributes (industry, revenue, employee size) and contact level attributes can be included in segments. Rev.Up is an open platform that allows you to bring in all of your own data. In addition to your own attributes, you can also use the thousands of attributes available to the D&B data cloud to further refine your market segments.
Events in Segments: In addition to attributes of the account or contact, you can also incorporate events. Events are engagements that someone at an account has had with your marketing or sales team. An example of an event is a person clicking on a link in an email or browsing your website anonymously.
Orchestrate campaigns by using segments in other segments: You can use any segment you have built in another segment. This is a way to orchestrate the movement of members of certain segments to be part of other segments and provide them new and different information based on actions they have taken elsewhere.
Segments can be used to help you in various situations, such as:
- Delivering the right message to prospects who are in a certain stage of their buying journey
- Insight into what types of activities your accounts and contacts are engaging with.
- Moving prospects through the buying journey by viewing and understanding who is moving from segment to segment