Segmentation is crucial to delivering a targeted, highly relevant message. And that’s what we want these days – personalized, helpful, easily consumable messages. If they’re not relevant, we’re quicker to dismiss them. Being able to deliver messages that consumers want to receive helps to move them through the sales cycle quicker, and ultimately contribute to higher revenues.
The number of ways you can segment your audience is endless. Here are just a few popular strategies:
–Geographic (cities, states, countries, continents, regions, territories)
–Demographic (job title, department, company size, years at company)
–Behavioral (product/service page views, form completions, file downloads, past purchase behavior)
–Psychographic (lifestyles, personalities, class)
Best practice tip: Use a combination of strategies to develop highly targeted audiences and communications
Once you’ve decided how you want to segment your database, now you need to determine the best way in which to do so. There are four main ways to implement segmentation of prospects in Pardot:
- Segmentation Rules
Lists – There are a few types of lists in Pardot: static lists, public lists, CRM visible lists and dynamic lists. Lists can be used for emailing, subscriptions/registrations, adding prospects to nurture programs, and of course, segmentation. The purpose and use of the list will usually determine the type of list to create. Dynamic lists will allow you to segment your prospects in Pardot and keep them up to date, automatically. Watch the video for a quick demonstration of dynamic lists!
Profiles – Create profiles based on criteria you choose. Pardot automation rules then allow you to easily check prospects for this criteria and move them into a profile that fits best. This helps sales to quickly identify the needs and pain points of the lead! Use profiles to grade prospects when they match each criterion within the profile.
Tags – Apply a tag when prospects engage with you or take certain activities, like downloading content via forms, registering for events, clicking on email links, etc. You can then use tags to automatically segment prospects, giving you very focused lists of prospects. For instance, want to send a tailored email to customers that registered for a webinar, are included in a specific profile and responded to an email? Tags will allow you to segment on a very granular level!
Segmentation Rules – Run a one-time action on prospects that meet the criteria you choose. Segmentation rules do not run continuously but are useful if you wish to build a list and run actions for prospects existing in your Pardot system at that specific point in time.
Interested in learning more about how Pardot can help you reach your business goals? Read more of our blog or get in touch with one of our experienced consultants by emailing email@example.com.