3 Ways to Segment Your Lead Database

Let’s face it, there is no one-size-fits-all customer!

Customers of today, expect personalized experiences because they have different problems and needs and they are looking for you to offer solutions.

In order to offer this type of personal experience, you need to first segment your potential customers into groups or lists so that can tailor your messaging.

Below we will focus on ways to segment your lead database including segmentation by lead & behavioral attributes, and buyer persona.

1. Segment By Lead Attributes

Lead attributes are the demographic, geographic and firmographic data sets that can define your customer segments.

Examples of these attributes include location, age, gender, industry, business size and education level. These are just a few examples to get you started.

The point here is to determine what attributes are most important to you.

Does the location of the customer matter to you?  What about the job titles within an organization that are most likely to make the purchasing decisions?

What industries do you serve, and of those does the size of the company help to define the type of customer you are trying to reach?

What are other attributes that are important to you, to collect your leads?

Once this data is stored in your CRM or Marketing Automation System, you can begin to create segmentation based on the defined criteria.

1. Segment By Behaviors

The age of “big data,” as they call it, has provided us with much deeper insights into buyer behavior actions and patterns.

With this data readily available, you can use it to segment your lead database.

For example, using a Marketing Automation tool, let’s say that you just launched a new product and you want to send out an email communication to further promote the offering.

You have the intelligence at your fingertips to pull a list together of all leads that recently visited that new product page on your website.

Or, maybe you want to pull those that have visited that page three or more times. You can set this query in your system and build that type of marketing list to send your email to.

Just like the lead attributes, the type of behaviors to track will be defined by your particular organization and buyer groups

1. Segment By Buyer Persona

Buyer personas are fictional representations of your ideal customer groups.

They have a defined set of attributes and behave in a certain way.  As such, you can create buyer persona segments by combining several lead attributes into one query.

For example, let’s pretend you are in the market for selling security management software.

You have defined one of your buyer personas as Software Sally. She has several attributes that make up her persona including job title, age, education, experience and product needs.

You have defined your ideal attributes to each of these fields in your dynamic marketing list query.

As new or existing leads make a match to this defined persona criteria, the lead will automatically be added to this segmentation bucket.

Do you want to know more about Segmenting Lead Databases? Watch our on-demand webinar, “5 Strategies to Better Segment Your Lead Database,” here anytime!