Segmentations are about to become your new best friend in Marketo. When used correctly, Segmentations can save you hours per week building and validating smart lists, help with reporting on your database, and can even monitor your lead lifecycle.
Plus, they are not very demanding filters when used in a Smart List or Smart Campaign, so effective Segmentation use can even speed up your campaign processing.
Let’s dive in.
We’ve found most people have a hard time launching segmentations because they operate a little differently than other parts of Marketo. So, here’s a brief primer:
For more details about Segmentations, head on over to the Product Doc.
With great power comes great responsibility, so here are a few tried-and-true rules for using Segmentations in Marketo to avoid a catastrophe:
Now for the good stuff! Here are the Segmentations I recommend to help streamline smart campaign execution and database reporting.
These segments are just a start–if you want to get really fancy, consider creating segments for Lead Lifecycle and Personas. We’ll dive into those advanced Segmentations in a followup post.
This segment should divide your database into who CAN and CANNOT receive an email from Marketo, which replicates the Donut chart Marketo shows on the Database page. When you exclude your Unmailable segment, “people blocked from emails” will always be 0.
This segment should divide your database into who SHOULD and SHOULDN’T receive an email from Marketo based on the consent laws that govern their region. Great for enforcing CASL/CAN-SPAM/GDPR compliance policies and blending those with the rest of the world’s rules.
Much easier than basing your Segmentation on Sales Owner Email Address, this allows you to see at a glance where your leads are and easily suppress out-of-target geographic regions. This can also be used for custom Alert routing. Plus, this segment can help you send out emails if you want more options besides Marketo’s new time zone functionality.
Break out your database into Industries to help zero in on your white-hot markets, and make sending custom emails or specific content a breeze. Play around with dynamic, industry-specific images on landing pages and watch your conversion rates increase!
Use your Person Score field to group your database by engagement level. Highly engaged leads could get more colloquial email language or might be able to skip filling out a form for content. Just make sure your Score fields aren’t empty – make a nightly batch to change any null values to “0” to ensure proper segmenting.
Make it easy to remove Enterprise leads from your SMB email campaigns by creating a Segmentation that splits your database into these groups. Especially helpful if these definitions are different for various industries you serve or if company size is only relevant to certain geographic regions of your database, this will save you so much time as opposed to creating custom logic every time you email.
I hope you’ve found this post useful for gaining insights on how to leverage Marketo segments to streamline your data management.
I’d love to know what other segments you are using. Feel free to shoot me a note at tjurgens@revenginemarketing.com.
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