Understanding Segments

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What are Segments?

Market segmentation is the art and science of identifying sections of your market based on similar characteristics, so that you can more successfully identify, attract, engage, convert, close, and upsell. The better you get at defining the different ways that people and accounts are interested in your products or services, the better your business outcomes will be.

For example, if you're selling software, you might have a list of all prospective customers. Within that list, you may have executives who are interested in the return on investment, end-users who are interested in ease of use, and administrators interested in how well you support set up. Identifying these groups enables you to engage with visitors to your site in ways that address their interests, not a general message about how great your software is and not a detailed list including advantages that are irrelevant to them. It allows you to fine-tune your message to directly engage each prospective customer by addressing their real needs.

Segments Create a Field

When you create a segment, the result is a field that you can use to identify data by the segment you defined, such as Industry or Region. A segment is a field appended to your data that allows you to filter on the groups that you defined. You can append the segment to your data:

  • As a custom field for accounts, people, opportunities, or activities.
  • As a roll-up of data across all sources, such as Demandbase Intent, firmographics, and so forth.
  • As a custom field to push to CRM. See Map Segments to CRM Custom Fields.

See:

What Makes Demandbase Segments Different?

Account, People, Opportunity, and Activity segments: While other systems may look at account, opportunity, or activity data, they can only segment people. Demandbase’s Segments return groups of people, accounts, activities, or opportunities. These additional segmentations provide a very powerful way for you to not only know who at what companies to identify, attract, and engage, but also what activities and opportunities they may participate in.

Selectors and Copious Data: In Demandbase One, we define these groups with Selectors, which have access to Demandbase's copious amounts of demographic, firmographic, technographic, and behavioral data across multiple data sources.

How Segments and Groups Work

In Demandbase, we create Segments by first identifying the type of segment and then the specific groups that we want the person, account, activity, or opportunity to be in, within that segment. For example, we might create a segment called Industry with these groups: Automotive, Construction, Banking, Education, and Energy. Demandbase adds a field to each person, account, activity, or opportunity, and, using Selectors, identifies which industry each is in.

Some other examples of segments include: company size, geography, and product target. You could also segment by customer stage and create groups such as prospects on your target account list, lost prospects, former customers, or key competitors.

Priority-level is another useful segment that deserves some explanation. Even though you're focusing on higher priority accounts in ABM, within those accounts there are still relative high, low, and medium priority, especially as a precursor to taking action. Higher priority should be relatively small and represent higher potential value to your company that warrant a higher share of resources. For priority level, Priority Level would be the segment and High, Low, and Medium would be the groups within the segments.

Groups within segments are mutually exclusive, meaning that a person, account, opportunity, or activity can only be a member of one group within a segment. A person, account, opportunity, or activity belongs to the first group that you create that it qualifies for within the group. They will not be placed in subsequent groups that you create, even if they qualify.

People, accounts, opportunities, or activities that don't qualify for any of the segments you create remain within a default group. For example, a Job Title segment might include only two groups: CXOs and Administrators. If everyone else in the company is an end-user, they would remain in the default group, Other. Defining the group is a best practice, so you can have more control over their criteria.

Use Cases

Segments can be used to help you in various situations, such as:

  • Getting insight into what type of activities your accounts are engaging in. See Understanding Multiple Predictive Scores.
  • Showing your sales team what activities marketing is doing on their behalf. 
  • Understanding if you are deepening relationships and creating demand with the right people at the right accounts.

Segment Selector Criteria Examples

Now that you have an understanding of segments and how to create them in Demandbase, let’s look at some examples and the selector criteria to build them. Note that the specific criteria may differ for you depending on how your system is set up. Click the links below to learn more.

Account Segments

Segment - Region Segment - Industry Segment - Account Type
  • Group 1 - North America
  • Group 2 - Europe, Middle East, Africa
  • Group 3 - Latin America
  • Group 4 - Asia Pacific
  • Group 5 - (Default Group)
  • Group 1 - Automotive
  • Group 2 - Banking
  • Group 3 - Construction
  • Group 4 - Education
  • Group 5 - Energy
  • Group 6 - Other (Default Group)
  • Group 1 - Prospects
  • Group 2 - Customers
  • Group 3 - Partners
  • Group 4 - Other (Default Group)

Region

  • Group 1 - North America
    Country (Account Field) = United States, Mexico, Canada
  • Group 2 - Europe, Middle East, Africa
    Country (Account Field) = United Kingdom, Germany, France, Italy, Spain, Italy, Netherlands, Belgium, etc.
  • Group 3 - Latin America
    Country (Account Field) = Brazil, Chile, Argentina, Peru, Colombia, Uruguay, Paraguay, etc.
  • Group 4 - Asia Pacific
    Country (Account Field) = China, Japan, South Korea, Taiwan, Thailand, Australia, New Zealand, etc.
  •  Group 5 - Other (Default Group)

 Industry 

  • Group 1 - Automotive
    Industry = Automotive
  • Group 2 - Banking
    Industry = Banking, Financial
  • Group 3 - Construction
    Industry = Construction
  • Group 4 - Education
    Industry= Education
  • Group 5: Energy
    Industry = Energy, Utilities
  • Group 6 - Other (Default Group)

 Account Type

  • Group 1 - Prospects
    Account Type = New, Recycled, Lost
  • Group 2 - Customers
    Account Type = Customer, Free Trial User
  • Group 3 - Partners
    Account Type = Partner, Reseller
  • Group 4 - Other (Default Group)

Activity Segments

Segment - Marketing Engagement vs. Sales Engagement Segment - Source Segment - Product
  • Group 1 - Marketing Engagement
  • Group 2 - Sales Engagement
  • Group 3 - (Default Group)
  • Group 1 - Marketo
  • Group 2 - Pardot
  • Group 3 - Salesforce
  • Group 4 - Other (Default Group)
  • Group 1 - Product A
  • Group 2 - Product B
  • Group 3 - Product C
  • Group 4 - Other (Default Group)

Tip: To see an example of how to use activity segments for multiple pipeline predict scores, see Understanding Multiple Predictive Scores.

Marketing Engagement vs. Sales Engagement

  • Group 1 - Marketing Engagement
    Activity Type = Campaign Response, Page Visits (Anonymous), Email Clickthrough, Eloqua Email Open, Form Submit, Page View, HubSpot Email Open, HubSpot Email Click, Pardot Attended Webinar, Pardot Click, Pardot Event Checked In, Pardot Event Registered, Pardot Registered for Webinar, Pardot Search, Pardot Social Post Click, Pardot Video Conversion, Pardot Video View, Pardot Video Watched (> 75% watched), Pardot View Form, Pardot View File, Pardot View Landing Page, Pardot Form Success, Pardot Landing Page Success, Click Email, Click Link, Fill Out Form, Interesting Moment, Open Email, Visit Web Page

  • Group 2 - Sales Engagement
    Activity Type = Task, Event, Meeting Attendance, Inbound Email, Open Sales Email, Click Sales Email

  • Group 3 - Other (Default Group)

 Source

  • Group 1 - Marketo
    Activity Type = Click Email, Click Link, Fill Out Form, Interesting Moment, Open Email, Visit Web Page

  • Group 2 - Pardot
    Activity Type = Pardot Attended Webinar, Pardot Click, Pardot Event Checked In, Pardot Event Registered, Pardot Registered for Webinar, Pardot Search, Pardot Social Post Click, Pardot Video Conversion, Pardot Video View, Pardot Video Watched (> 75% watched), Pardot View Form, Pardot View File, Pardot View Landing Page, Pardot Form Success, Pardot Landing Page Success

  • Group 3 - Salesforce
    Activity Type= Task, Event, Meeting Attendance, Inbound Email, Open Sales Email, Click Sales Email

  • Group 4 - Other (Default Group)

Product

  • Group 1 - Product A
    Activity Type = Click Email, Click Link, Fill Out Form, Interesting Moment, Open Email, Visit Web Page, Meeting Attendance, Inbound Email, Open Sales Email, Click Sales Email AND Contains Product A

  • Group 2 - Product B
    Activity Type = Click Email, Click Link, Fill Out Form, Interesting Moment, Open Email, Visit Web Page, Meeting Attendance, Inbound Email, Open Sales Email, Click Sales Email AND Contains Product B

  • Group 3 - Product C
    Activity Type = Click Email, Click Link, Fill Out Form, Interesting Moment, Open Email, Visit Web Page, Meeting Attendance, Inbound Email, Open Sales Email, Click Sales Email AND Contains Product C

  • Group 4 - Other (Default Group)

People Segments

Segment - Job Title Segment - Department Segment - Persona
  • Group 1 - CXOs
  • Group 2 - VPs
  • Group 3 - Directors
  • Group 4 - Managers
  • Group 5 - Other (Default)
  • Group 1 - Finance
  • Group 2 - Human Resources
  • Group 3 - Legal
  • Group 4 - Marketing
  • Group 5 - Product and Engineering
  • Group 6 - Sales
  • Group 7 - Default
  • Group 1 - Marketing Executive
  • Group 2 - Sales Executive
  • Group 3 - Target Marketer
  • Group 4 - Other (Default)

Job Title

  • Group 1 - CxOs
    Job Title Contains - Chief, Head of, President AND Job Title Does Not Contain - Vice
  • Group 2 - VPs
    Job Title Contains - Vice, VP
  • Group 3 - Directors
    Job Title Contains - Director, Dir.
  • Group 4 - Managers
    Job Title Contains - Manager, Mgr., Lead
  • Group 5 - Other (Default)

Department

  • Group 1 - Finance
    Department = Finance OR Job Title Contains Finance, Financial, Analyst, Accountant
  • Group 2 - Human Resources
    Department = Human Resources OR Job Title Contains Human Resources, HR
  • Group 3 - Legal
    Department = Legal OR Job Title Contains Lawyer, Paralegal
  • Group 4 - Marketing
    Department = Marketing OR  Job Title Contains Marketing, Communications, Demand Generation, Brand, ABM
  • Group 5 - Product and Engineering
    Department = Engineering, Product OR Job Title Contains Product, Engineer(ing) UX, Designer, QA
  • Group 6 - Sales
    Department = Sales OR Job Title Contains Sales, Account Executive, SDR, ADR, BDR
  •  Group 7 - Other (Default)

 Persona

  • Group 1 - Marketing Executive
    Role = CxO, VP AND Department = Marketing
  • Group 2 - Sales Executive
    Role = CxO, VP AND Department = Sales
  • Group 3 - Target Marketer
    Title Contains ABM, Demand AND Department = Marketing
  • Group 4: Other (Default Segment)

Opportunity Segments

Segment - Product Segment - Opportunity Amount Segment - Opportunity Type
  • Group 1 - Product A
  • Group 2 - Product B
  • Group 3 - Product C
  • Group 1 - < 20,000
  • Group 2 - 20,000 - 50,000
  • Group 3 - 50,000 - 100,000
  • Group 4 - > 100,000
  • Group 1 - New Business
  • Group 2 - Customer
  • Group 3 - Partner
  • Group 4 - Trial

Product

  • Group 1 - Product A
    Product Type (Opportunity) = Product ABC Suite, Product A Pro, Product A Elite

  • Group 2 - Product B
    Product Type (Opportunity) = Product B Pro, Product B Elite, Product B Trial

  • Group 3 -  Product C
    Product Type (Opportunity) = Product C Pro, Product C Elite, Product C Trial

Opportunity Amount

  • Group 1 - < 20,000
    Opportunity Amount = < 20,000

  • Group 2 - 20,000 - 50,000
    Opportunity Amount = 20,000 - 50,000

  • Group 3 - 50,000 - 100,000
    Opportunity Amount = 50,000 - 100,000

  • Group 4 -  > 100,000
    Opportunity Amount = > 100,000

Opportunity Type

  • Group 1 - New Business
    Opportunity Type = New Business

  • Group 2 - Customer
    Opportunity Type = Cross-Sell, Upsell, Renewal

  • Group 3 - Partner
    Opportunity Type = Partner, Reseller

  • Group 4 - Trial
    Opportunity Type = Trial, Demo

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