It is seen, Marketers are always trying to convey the appropriate message to the right group, but in digital marketing, it’s more difficult to assess buyer behavior and understand their journey and therefore it’s harder to segment your audience and target your message.
Here we’ll discuss the importance of segmentation and be targeting in the digital sphere as well as offer a few tips and tools to get you going on the right track.
Target segmentation using HubSpot lists
It’s highly essential to Target your leads by segmenting based on their contact information and how they’ve engaged with you for truly personalized marketing.
Your target will use these hyper-targeted segments to send emails, personalize website content, and power marketing automation campaigns so you can effectively nurture your leads further down the funnel.
In inbound marketing, The well-designed landing pages with attractive CTAs, are the parts of inbound marketing that turns visitors into leads.
But once you’ve secured those leads, what do you do with them?
If you add more visitors and leads, you’re widening the funnel, but if you aren’t effectively nurturing them down the funnel, it’s a waste of your resources.
Segmentation isn’t the most important marketing topics, but it is one of the most powerful.
What are HubSpot Lists?
Whether you’re a business that has a relationship with other businesses or you work directly with consumers, you are still focusing on people. It can be overwhelming to keep track of everyone and the actions they are taking.
Dividing your contacts into smaller groups based on similarities, you can accommodate your message to be more relevant and engaging to the people having conversations with your company.
A keen eye on visitor, prospect, or customer engagement can also help you maintain the overall health of your database and CRM.
Lists help you identify and organize your contacts by traits they have in common. By seeing all your options for list segmentation and understanding what your marketing goal is, you can determine which criteria makes sense for creating your list
Types of HubSpot Lists
You can create two types of lists within HubSpot: Smart lists and Static lists.
When creating a new list, you’ll have the choice of Smart or Static:
- Smart lists automatically add and remove contacts, based on the criteria you set. This is ideal if you want to group contacts based on lifecycle stage.
- Static lists don’t change unless you manually change them. This is great for when you want to add specific contacts into a workflow.
How to decide segments for your business?
See, If you are having an e-commerce company or any product or service based organization, & you are running a good firm. It becomes pretty obvious, that you will have a huge list of customers with varying interests, type, nature of business and behavior.
As a seller, you should avoid this mess. You need to organize your customer’s list according to your need and nature of their business.
With Hubspot, you can create custom lists exactly of that type which you are thinking of. It is totally up to you and your nature of the business.
With Hubspot, you can choose customer on the basis of their contacts or their deal stages like they are leads, or their open and close dates, or at what stage of their deals they are at etc. by choosing the right criteria in your list for segmentation.
Wanna See how?
After you’ve named your list and selected Smart / Static, you’re ready to set up the unique criteria using these 9 filters:
Contact property: think the name, lifecycle stage, email address, country etc.
Company property: think name, size, revenue, industry etc.
Deal property: think deal name, close date, stage, and amount etc.
List membership: based on whether a contact is or isn’t a member of a specific list.
Form submission: based on whether a contact has or hasn’t filled out a specific form.
Email: the various ways a contact interacts with an email(s) e.g. open, click, unsubThe Right Segmentation: Group your customers for strategy and action.
Page view: based on pages a contact has or hasn’t visited.
Workflow status: based on how a contact has interacted with a workflow, e.g. completed, met goal, active.
Call-to-Action: based on whether a contact has or hasn’t seen or clicked on a specific CTA.
RFM Segmentation: The Leading Customer Segmentation
Most of us agree and think the same, you can say that people who spend the most are your best customers. But wait! What if they purchased only once? Or a very long time ago? What if they are no longer using your product?
So..can they still are considered your best customers? We don’t think so.
Judging customer value on just one aspect will give you an inaccurate report of your customer base and their lifetime value.
As you can gauge, RFM analysis is a handy method to find your best customers, understand their behavior and then run targeted email/marketing campaigns to increase sales, satisfaction, and customer lifetime value.
That’s why RFM model combines three different customer attributes to rank customers.
Building an RFM model is to assign Recency, Frequency, and Monetary values to each customer. With RFM, you can divide the customer list into tiered groups for each of the three dimensions (R, F, and M).
So, It’s completely dependent upon you what is your criteria of segmentation. Lists go far and beyond this. They can be used to segment your contacts based on their traits, activities and other properties – giving you unbelievable insights into who your customers are and how they behave.