8 Ways to Go Beyond Basic Segmentation

So you’ve implemented a marketing automation tool and are well on your way to becoming an automation pro. The only problem is: you’re through with the basics and are ready to jump in with more advanced marketing automation tactics. Well, you’ve come to the right place!

One of the first things you’ll start building in your automation tool are lists — lists of prospects, customers, and more — in order to fuel your email and nurturing campaigns. But what if you want to go beyond these simple lists to start building more targeted campaigns?

No problem! With marketing automation, you can build one-time and dynamic lists based on any number of criteria using segmentation and automation rules. Let’s take a look at a few of the possibilities below:

1. Build lists for sales

It’s fairly common to build out prospect lists that can be used for email and drip campaigns, but let’s take this one step further. Why not build lists with only your highest-scoring prospects that sales can use to keep in touch with the prospects who are most likely to close?

2. Segment by stage of the sales cycle

If you have content that’s better served to prospects at different stages of the sales cycle (i.e. top, middle, and bottom of funnel), you can build lists based on these stages in order to deliver the most relevant content possible. By tailoring your communications to each prospect’s interests, you increase the likelihood that prospects will engage with your emails and move from one stage of the sales cycle to the next.

3. Follow up with event attendees

Hosting an upcoming webinar? Sponsoring an industry trade show? Segmentation can be used before each of these to communicate important pre-event information, schedule changes, supplemental content, and more. You can also create lists of attendees or leads generated at the event to follow up promptly with targeted content (downloadable content, presentation slides, and more) once the event is over.

4. Target based on product interest

Segmentation and automation rules can be powerful tools for companies with multiple product offerings. In all likelihood, your prospects are going to have a greater interest in one of your products than another (though if you find someone interested in all of your product lines, more power to you!). Use their activity history to determine their product interest, then place them on a list specific to that particular product. This allows you to send them the most relevant information for their interests — and gives you the opportunity to upsell them once they become customers.

5. Develop partner-specific information

Does your company have partners that you’re responsible for maintaining relationships with? Segment these partners onto their own list and use it to send pertinent information that your partners might not get from your generic newsletter. This will help you cultivate more meaningful relationships with your partner network.

6. Re-engage with cold leads

It’s tempting to let lost opportunities fall off the radar, but these cold leads still have value even if they didn’t turn into closed deals. Instead of letting these leads get picked up by competitors, place them on a list and target them with re-engagement campaigns over time. This will ensure that when they’re ready to reenter the sales funnel, your company will be top of mind.

7. Segment based on job title

Want to target your communications toward prospects who are decision makers at their companies? Build a list based on job titles (CMO, CSO, Director of Marketing, etc) and deliver content with messaging that’s relevant to that audience. This will allow you to reach the people in positions of power with content that speaks to what they find most important.

8. Create suppression lists

While there are tons of ways to build lists with people you want to communicate with, there are also people that you want to avoid communicating with. One such group is your competitors. If you don’t want your competitors to receive marketing communications from your company (or any communications, for that matter), create a list titled “competitors” and use it as a suppression list for your campaigns.

An additional pro tip? Make your lists dynamic to ensure that they’re constantly up to date with the most recent people who do or do not fit that list’s criteria. Dynamic lists are ideal for suppression lists, email newsletters, and any other communications that will be repeated over time.

What other ways can you build lists using your marketing automation tool? Let us know in the comments!

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