How to Segment Your Database
Posted: Sun Jan 05, 2025 9:02 am
Segmentation occurs in your CRM, where your contacts are stored. In order to segment your database, certain data points need to be captured and associated with individual contacts.
There are multiple ways you can segment your database. Some of the most common include source channel, time, first-touch content, product, ideal customer profile and buyer persona.
Source channel
Source channel is how a contact arrived at your site. employment database Did they come in through organic? Were they a referral? Did they engage with a paid ad? Segmenting by how you acquired a contact can help you determine which areas of your marketing warrant further investment and which are less effective.
If you’re using a marketing analytics tool like HubSpot, source channel is easy to track and just needs to be associated with the contact record in your CRM.
First-touch content
When a contact engaged with your company, what was the first piece of content they interacted with? While source channel indicates how a customer was brought to your site, first-touch content is what they saw when they arrived.
In order to segment by first-touch content, you’ll need your marketing automation platform to be integrated with your CRM and set up property or field mappings between the two.
Time
Segmenting by time can help you determine if there was a specific campaign or seasonal event that led to a contact’s conversion — and understand how contacts who converted through such events perform over time. Segmenting your customers by time can also give you insight into retention trends.
There are multiple ways you can segment your database. Some of the most common include source channel, time, first-touch content, product, ideal customer profile and buyer persona.
Source channel
Source channel is how a contact arrived at your site. employment database Did they come in through organic? Were they a referral? Did they engage with a paid ad? Segmenting by how you acquired a contact can help you determine which areas of your marketing warrant further investment and which are less effective.
If you’re using a marketing analytics tool like HubSpot, source channel is easy to track and just needs to be associated with the contact record in your CRM.
First-touch content
When a contact engaged with your company, what was the first piece of content they interacted with? While source channel indicates how a customer was brought to your site, first-touch content is what they saw when they arrived.
In order to segment by first-touch content, you’ll need your marketing automation platform to be integrated with your CRM and set up property or field mappings between the two.
Time
Segmenting by time can help you determine if there was a specific campaign or seasonal event that led to a contact’s conversion — and understand how contacts who converted through such events perform over time. Segmenting your customers by time can also give you insight into retention trends.