Understanding Segments

What are Segments?

A segment is a group of accounts, people, opportunities, or activities that share common characteristics. Segments represent your target markets and are essential for tailoring your products or services. Using segments, you can filter and organize data based on criteria you define.

See Understanding the Difference between Account Lists and Segments and Create and Manage Segments.

How Segments and Groups Work

Demandbase first identifies the segment and then the group within that segment to which each account, person, opportunity, or activity qualifies for. 

For example, you might create an account segment called Industry with the groups Automotive, Construction, and Energy.

Each group is then defined using selectors. For example, the Automotive group are all accounts in the automotive, dealerships, or car reseller industry.  

Groups within segments are mutually exclusive, meaning an account, person, opportunity, or activity can belong to only one group within a segment. Once a record is assigned to the first group it qualifies for, it won’t be placed in any other groups within that segment.
Important: The order of the groups matters. Arrange them so that the group intended for your most important records is at the top.

Records that don't qualify for any of the groups are placed in a default group. For example, accounts that aren’t in the Automotive, Construction, or Energy industry are placed in the default group, Other. 

Using Segments

In Demandbase, you can use segments in the following areas:

• Selectors 
• Fields (reports, tables, etc.) 
• Heat maps
• Custom fields synced to CRM
• Engagement Minutes

Segment Examples

The following are examples of segments and their corresponding selector criteria:

• Account Segments
• People Segments
• Opportunity Segments
• Activity Segments

Account Segments

Region

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

Industry 

• Group 1: Automotive
  Industry = Automotive, Cars, Dealership
• Group 2: Finance
  Industry = Investment Banking, Credit Unions, Banking 
• Group 3: Construction
  Industry = Construction, Heavy Equipment, Architect Firm
• Group 4: Education
  Industry = University, College, Training Facility 
• Group 5: Energy
  Industry = Energy, Utilities, Solar Panel

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

People Segments

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

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

 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

Opportunity Segments

Product

• Group 1: Product A
  Product Type = Product ABC Suite, Product A Pro, Product A Elite

• Group 2: Product B
  Product Type = Product B Pro, Product B Elite, Product B Trial

• Group 3: Product C
  Product Type = 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

Activity Segments

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

 Activity 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

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