Create Segments

Context

In Demandbase, a Segment is a unique group of people, accounts, activities, or opportunities that share one or more common characteristics. The resulting Segments comprise target markets for your products or services. A segment is a field appended to your data that allows you to filter on these groups that you define, using data throughout Demandbase, such as Demandbase Intent, firmographics, and so forth.

To create a Segment, identify the type of Segment first, for example, Job Title, and then add the specific job titles that meet your criteria for each Job Title grouping, such as CXOs, Directors, or Managers. Demandbase creates a field that it applies to each person, account, activity, or opportunity, identifying which group they’re in.

You can access these groups using Selectors. You can then show them in reports, as a Custom Field in CRM (if you have CRM integration), and track them with Engagement Minutes and Journey Stages. Ultimately, you can identify segment groups that you want to treat according to their common characteristics for identification, engagement, personalization, and conversion.

You can create segments at any time. If you have at least one account or list, you can see how a Segment is applied to it. You’ll see the true power of Segments when you have accounts, people, activities, opportunities, or lists that you want to segment.

See Understanding the Difference between Account Lists and Segments.

Prerequisites

• You must have Admin privileges in Demandbase. 
• Read Understanding Segments.

Steps

1. From the left navigation bar, go to  Settings > Demandbase-Wide Settings > Segments and click Create New.
2. In the Create New window, do the following:
   
   • Add a Name - Name the new segment type, such as:
     • People Segments: Job Title, Department, or Persona
     • Account Segments: Region, Industry, Account Type
     • Activity Segments: Marketing vs. Sales Engagement, Source, Product
     • Opportunity Segments: Product, Opportunity Amount, Opportunity Type
   • Select the Member Type - Choose which type of members should be included in the Segment (People, Accounts, Opportunities, Activities).
   • Click Create Segment.
     
     
3. Click the plus sign to add Groups:
   
   • For a Job Title Segment for People, you might add: CXOs, Directors, Managers, Other (Default)
   • For a Region Segment for Accounts, you might add: North America, Europe/Middle East/Africa, Latin America, Asia Pacific
   • For a Source Segment for Activities, you might add: Marketo, Pardot, Salesforce
   • For an Opportunity Type Segment for Opportunities, you might add: New Business, Customer, Partner, Trial
     
     
4. Name your group and then click the pencil icon to add the criteria to define each group.
   
   a. Click the plus to add your selection criteria.
   
   b. Add your Selector criteria for the group. 
   
   c. Click Save.
5. If a person, account, opportunity, or activity qualifies for multiple groups, Demandbase assigns them to the first group that they qualify for. Drag and drop to reorder the groups so that the group you intend your most important members to be in is first.
   In the Job Title Segment for software example, you may have an executive who serves as an Admin and also uses the software. You might want to put the CXO group first, because you want your executive to be in the group that gets messaging concerning return-on-investment. 
   
   

Outcome

When you create a Segment, it becomes available as a field in Demandbase. You can use the Segment field with Selectors to identify the people, accounts, activities, or opportunities in a Segment, whenever you want to focus on a targeted market. The Segment field is available in all Selectors. Use them in reports, as a column in tables and heat maps, in Engagement Minutes weighting, and in criteria for Journey Stages. See Understanding Fields.

If you have a CRM Integration, you can map the Segment to a field in CRM. See Map Segments to CRM Custom Fields.

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.

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

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

• 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

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

Account Segments

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

For 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)