Customer segmentation in HubSpot divides customers into groups based on shared characteristics or behaviors. To run a successful business, it is essential to have a clear understanding of your target market and customers.
By segmenting your customer data in HubSpot, you can more easily target your marketing and advertising efforts, improving sales and customer retention.
There are several ways to segment customer data, but the essential factor is ensuring the data is accurate and up-to-date.
Here are a few tips on how to do proper customer data segmentation:
One of the most important things you can do to ensure accurate customer data segmentation is regularly clean and update your data. Old or incorrect data can lead to inaccurate segmentation, which can, in turn, lead to wasted marketing efforts and lost sales.
There are many ways to keep your data clean, including using a data quality management solution and regularly verifying your data against known sources.
When segmenting your customer data, it is essential to use as many data points as possible. This will help you to create more accurate and actionable segments.
Some of the most commonly used data points for customer segmentation include
Once you have collected the necessary data points, you need to create meaningful segments that will give you insights into your customers. Simply dividing your customers into age groups or locations will not be helpful.
Some examples of meaningful segments include:
Let’s create a list of Customers who have purchased in the previous month
Go to the Contacts drop-down and click on Lists
Then, click the Create list button on the top right side of the page.
On the following page, you will see the options to create a contact-based list, a company-based list, an active list, and a static list. We will select an Active list, although the list we are creating can only be static since it has a timeframe set to it, i.e., one month.
Active List: These lists automatically update over time. Contact entries will be deleted or added as their properties change.
Static List: Static lists do not automatically update as your contact properties change.
Next, you will see the list dashboard; choose the Contact Properties option. You can choose any option suiting your list of properties. For the sake of this example, we are choosing Contact properties.
After clicking on Contact properties, you will see the option “Became a Customer Date.” This is the option we need to mark the date when they became our customers.
Since we want customers who have purchased in the last month, we will choose the in-between option. You have after (date), and before (date), among other possibilities. These options highlight the customers who purchased before or after a specific date.
We chose 1st Feb to 28th Feb. These filters will be added to the list, and you will have your list generated on the right side of the screen to preview. Click Save list to save your list.
You can add more filters to the list, like the source of the customer. If you are running multiple campaigns for multiple products, you can add the source of the customer to refine your data even more.
As your business and customer base change over time, so will your customer segments. It is essential to regularly review and update your segments to ensure they are still accurate and relevant.
Consult with AvantaHub’s HubSpot marketing experts to know which segmentation will suit your business process and how to do that in HubSpot. Book a meeting with us today.