Understanding Segments

Segments help you categorize accounts, people, opportunities, or activities based on shared characteristics. You can use segments to organize data, analyze performance across groups, and tailor your marketing and sales strategies.

For example, you can create an account segment based on industry, with groups for Automotive, Construction, and Energy.

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

How Segments and Groups Work

Each segment contains groups defined by selectors. Demandbase evaluates records against the selector criteria for each group to determine where they belong.

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

Within the Automotive group, you can define selector criteria to include accounts in the Automotive, Dealership, or Car Reseller industries.

Important:

• Groups are mutually exclusive: Each record can belong to only one group within a segment.
• Group order determines assignment: Demandbase evaluates groups in order and assigns each record to the first group whose criteria it meets. Place higher-priority groups at the top.
• Unmatched records go to the default group: Records that don't meet any group criteria are assigned to the default group. For example, accounts outside the Automotive, Construction, and Energy industries are assigned to an Other group.

Where You Can Use Segments

You can use segments in the following areas of Demandbase:

• Selectors: Filter records based on segment groups.
• Fields: Analyze segment data in reports, tables, and other areas that support fields.
• Heat maps: Compare engagement across segment groups.
• Custom fields: Map segment values to custom fields in your CRM.
• Engagement Points: Configure Engagement Points based on activity segments.

Segment Examples

The following examples show how you can organize segments into groups using selector criteria.

Account Segments

Example Selector Criteria

For an Industry segment, you can define the following groups:

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

People Segments

Example Selector Criteria

For a Persona segment, you can define the following groups:

• Marketing Executive: Role = CXO or VP AND Department = Marketing
• Sales Executive: Role = CXO or VP AND Department = Sales
• Target Marketer: Job Title contains ABM or Demand AND Department = Marketing

Opportunity Segments

Example Selector Criteria

For an Opportunity Type segment, you can define the following groups:

• New Business: Opportunity Type = New Business
• Customer: Opportunity Type = Cross-Sell, Upsell, Renewal
• Partner: Opportunity Type = Partner, Reseller
• Trial: Opportunity Type = Trial, Demo

Activity Segments

Tip: You can use activity segments to configure multiple Pipeline Predict scores. See Understanding Multiple Predictive Scores.

Example Selector Criteria

For an Activity Source segment, you can define the following groups:

• Marketo: Activity Type = Click Email, Click Link, Fill Out Form, Interesting Moment, Open Email, Visit Web Page
• Pardot: Activity Type = Pardot Attended Webinar, Pardot Click, Pardot Event Checked In, Pardot Event Registered
• Salesforce: Activity Type = Task, Event, Meeting Attendance, Inbound Email, Open Sales Email, Click Sales Email