Create Segments

  • Updated

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

Steps

  1. From the left navigation bar, go to Settings_N.png 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.
      Create_New_Segment.png
  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
      Add_Group.png
  4. Name your group and then click the pencil icon to add the criteria to define each group.
    Edit_Group.png

    a. Click the plus to add your selection criteria.
    Segment_Group.png
    b.
    Add your Selector criteria for the group. 
    Segment_Group_Selectors.png
    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. 
    Reorder.png

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.

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