Skip to main content
Services
TAYA

They Ask, You Answer Mastery

A coaching & training program that drives unmatched sales & marketing results.

Sales

Sales Performance Mastery

Improve the competencies and close rates of your sales organization.

Web design

Website Mastery

Web design, development & training for your team.

HubSpot

HubSpot Mastery

Everything you need to get the most from HubSpot.

AI Mastery

AI Enablement Mastery

Unlock the power of AI in all aspects of your revenue operations.

Discover how IMPACT’s services can help take your business to the next level. Book a free 30-minute coaching session Book a free 30-minute coaching session
Learning Center
Learning Center

Learning Center

Free resources to help you improve the way you market, sell and grow your business.

[NEW] The Endless Customers Podcast is now available everywhere. Learn how to earn trust & win more customers in the age of AI. Listen Now Listen Now

Free Assessment: How does your sales & marketing measure up?

Close

Free Assessment:

How does your sales & marketing measure up?
Take this free, 5-minute assessment and learn what you can start doing today to boost traffic, leads, and sales.
Bob Ruffolo

By Bob Ruffolo

Jul 22, 2015

Topics:

Marketing Strategy
Subscribe
Join 40,000+ sales and marketing pros who receive our weekly newsletter.

Get the most relevant, actionable digital sales and marketing insights you need to make smarter decisions faster... all in under five minutes.

Thanks, stay tuned for our upcoming edition.
Marketing Strategy

Inbound Basics: Segmenting Your Contact Database the Right Way

Bob Ruffolo

By Bob Ruffolo

Jul 22, 2015

Inbound Basics: Segmenting Your Contact Database the Right Way

Once you’ve setup your HubSpot Marketing contact database and have selected the properties you want to use / collect, it’s time to segment your leads based on those properties.

Segmenting is the process of dividing contacts into groups based on similarities that are relevant to your marketing team.

Why Segment Your Contacts?

Segmenting by lifecycle stage ensures relevancy, which is vitally important, since 56% of U.S. email users are said to have unsubscribed from a business or nonprofit email subscription because of content that is no longer relevant. (1)

The practice of segmenting based on a contact’s past activity, including conversion history and pages viewed, can also yield remarkably useful insights for the purposes of sales follow-up.

Finally, in addition to the value of relevancy and avoiding SPAM, you’ll want to segment your contacts to improve the results of your email marketing campaigns. Obviously, an email designed with your personas in mind—segmented by audience—with content they really care about will increase the number of opens and click-throughs you receive.

Over time, you’ll reap the benefits of having a great email-sender score reputation with your contacts as they come to expect great content tailored to their needs, because it always has been. (2)

Ways to Segment Your Database 

Since you can segment based on any property or data you’re collecting in your database, there’s an infinite number of ways to do it. To give you some ideas, you could segment:

  • Based on any property (or combination of properties) collected from landing pages
  • By type of contact: prospect, customer, employee, vendor, etc.
  • People who’ve been actively engaged (or not) in the last X number of days
  • By level of sales-readiness
  • People who’ve entered a sales process but did not close
  • To create a suppression list of contacts that shouldn’t receive a campaign (3)

There’s no limit to how much you can segment your database, and you may segment your database differently based on various marketing campaigns or other new business development objectives. Contacts can be in various segments at the same time. All that matters is that you’re sending appropriate information to the right people at the right time.

How to Segment Your Contacts 

Once you’ve defined the ways you want to segment, there’s two very common ways to execute the segmentation; namely, views and lists.

We discussed views earlier when we discussed setting up your CRM. Views provide a simple and effective way for your sales team to segment the leads that they want to focus on. Also from views, it’s possible to select multiple contacts and set them up for marketing automation campaigns, such as lead nurturing campaigns built with workflows.

The other way to execute the segmentation of leads is by creating lists. This can be done using a marketing automation software, like HubSpot, or in any email marketing software such as Constant Contact or Campaign Monitor. The benefit of using a tool like HubSpot is that it enables you to create dynamic lists, called smart lists. As properties change from a leads engagement with your website, fields completed on landing pages and CRM changes made by your sales team, smart lists automatically update adding and removing contacts.

Here are some examples of how segmenting with smart lists makes your marketing more effective (and less annoying):

  • You can send automated emails to qualified leads when they have yet to take your desired sales-ready action, like schedule a demo, and you can automatically have these automated emails stopped when your sales team marks “Demo Scheduled” in your CRM.
  • When a lead hasn’t been active on your website in over 30 days, you can trigger emails with educational content encouraging them to come back and engage. When they do return, you could turn off these automated emails.

How We Do It At IMPACT

One primary way we segment our database here at IMPACT is by using one simple property which we call IMPACT Lifecycle, but really should just be called Database Segment. It’s one property with about 25 options that allows us to place all contacts in our database into buckets as described above. It includes clients, past clients, prospects, employees, friends, job applicants, vendors, and more.

So, What's Next?

The content above was an excerpt from our all-new guide, Inbound Lead Management 101. In the full version, you'll learn more about segmentation, integrating your CRM, measuring lead sales-readiness, and accelerating sales with technology. Get your free copy here, right now!

Free Assessment:

How does your sales & marketing measure up?
Take this free, 5-minute assessment and learn what you can start doing today to boost traffic, leads, and sales.

Related Articles

'The Big 5': Best Business Blog Topics to Drive Traffic and Sales (+ examples)

February 5, 2024
Marcus Sheridan Marcus Sheridan

'Business is Booming — So Why Should I Invest in Marketing?' (+ Video)

February 1, 2024
John Becker John Becker

20 Value Proposition Examples that Every Marketer Can Learn From in 2024

January 18, 2024
John Becker John Becker

How to Talk About Price on Your Website (+ examples)

January 17, 2024
Chris Duprey Chris Duprey

5 Examples of Companies with Great Multi-Brand Websites

January 7, 2024
John Becker John Becker

Website Conversions in 2024 — STOP, START, KEEP

December 25, 2023
Vin Gaeta Vin Gaeta

10 Marketing Objective Examples To Guide and Focus Your Strategy

December 21, 2023
Katie Coelho Katie Coelho

4 Questions for Defining a Winning Value Proposition in 2024

December 17, 2023
John Becker John Becker

How is IMPACT Different From Other Agencies?

November 29, 2023
Marcus Sheridan Marcus Sheridan

Video Marketing: What Your 2024 Business Video Strategy Must Include

October 30, 2023
Bob Ruffolo Bob Ruffolo

Create Better Website Videos by Avoiding These 3 Mistakes

October 25, 2023
Bob Ruffolo Bob Ruffolo

4 Ways To Recession-proof Your Website In 2024

October 22, 2023
Marcus Sheridan Marcus Sheridan

Is Content Marketing Dead in 2024?

October 11, 2023
Marcus Sheridan Marcus Sheridan

How Should My Marketing Budget Change With AI?

October 9, 2023
Marcus Sheridan Marcus Sheridan

Sales vs Marketing in 2024: What’s The Difference?

October 8, 2023
Marcus Sheridan Marcus Sheridan

What Should a 2024 Content Marketing Strategy Include?

September 21, 2023
Mandy York Mandy York

HubSpot Pricing: Your Guide to Everything HubSpot Costs

August 24, 2023
Will Smith Will Smith

Why Trust Is the True Currency for All Business

August 9, 2023
Marcus Sheridan Marcus Sheridan

10 Marketing KPIs You Should Be Tracking

August 3, 2023
Carolyn Edgecomb Carolyn Edgecomb

How To Become a Better Business Coach

July 31, 2023
Allison Riggs Allison Riggs

Do You Need a New Website? Maybe Not

July 19, 2023
Vin Gaeta Vin Gaeta

How to Create a Content Map To Solve Your Marketing Guesswork

July 6, 2023
Brian Casey Brian Casey

Inbound Marketing vs. Content Marketing: What's the Difference? 

July 3, 2023
Brian Casey Brian Casey

How To Do a Competitive Analysis In 5-and-a-half Easy Steps

June 29, 2023
John Becker John Becker

Why Hiring a Coach is the Surest Way to Spur Business Growth

June 28, 2023
Bob Ruffolo Bob Ruffolo