You can approach market segmentation in a bunch of different ways, and here at Salesforce, we actually use multiple segmentation strategies concurrently. We segment our customers by geography, company size, business role, and industry.
Table of Contents
How to segment your customers in Salesforce?
Salesforce customer segmentation (in SFMC) can be done on the basis of: Demographics: Age, income level, gender, etc. Behavior: Purchasing habits, brand interactions, website visits, etc. Geography: Continent, country, city, etc. Psychography: Interests, attitudes, values, lifestyle, etc. 2. Model your data
What are the advantages of Salesforce audience builder?
Another advantage is that Audience Builder comes with an easy to use visual interface – ideal when creating simple or semi-complex segments. You can use data from any source within the Salesforce ecosystem and even offline data to build a single view of the customer.
What are some examples of segmenting audiences?
A national company that sells suits performs marketing research and learns that a good portion of its customers are women who purchase suits for their husbands or sons. These are examples of segmenting audiences based on geography and demographics.
Why is email audience segmentation so important?
In fact, according to marketing research, not only does email audience segmentation ensure you’re delivering the right message to the right person at the right time, it also leads to: Yet, remarkably, a lot of companies don’t do it. If you aren’t, there are a ton of reasons why it’s time to start.
What is segmentation in Salesforce?
Use Segmentation to break down your data into useful segments to understand, target, and analyze your customers. You can create segments on any entities from your data model, and then publish them on a chosen schedule or as needed. Whether basic or complex, segments are crucial to using Salesforce CDP.
How are audiences segmented?
A marketing strategy based on identifying subgroups within the target audience in order to deliver more tailored messaging for stronger connections. The subgroups can be based on demographics such as geographic location, gender identity, age, ethnicity, income, or level of formal education.
How can I segment my current audience?
StepsStep 1: Review Audience Information. … Step 2: Decide Whether to Segment. … Step 3: Determine Segmentation Criteria. … Step 4: Segment Audiences. … Step 5: Decide which Segments to Target. … Step 6: Assess the Proposed Segments. … Step 7: Develop Audience Profiles.
What are the four levels of audience segmentation?
Demographic, psychographic, behavioral and geographic segmentation are considered the four main types of market segmentation, but there are also many other strategies you can use, including numerous variations on the four main types. Here are several more methods you may want to look into.
What are market segments examples?
Common examples of market segmentation include geographic, demographic, psychographic, and behavioral. Companies that understand market segments can prove themselves to be effective marketers while earning a greater return on their investments.
What is consumer segmentation?
Your Marketing Strategy: Consumer Segmentation Definition Consumer segmentation is the practice of dividing a customer base into groups of individuals that are similar in specific ways relevant to marketing, such as age, gender, interests, and spending habits.
How do we target segments?
A common method used to segment target markets is demographics. This is when you use several personal traits to identify a prototype of a customer in a particular market. Age, race, gender, marital status, income, education and occupation are among traits used to segment demographically.
What are the three 3 Ways a target market can be segmented?
Although you can approach market segmentation in many different ways, depending on how you want to slice up the pie, three of the most common types are demographic segmentation, geographic segmentation, and psychographic segmentation.
What is the best way to segment customers?
You Probably Need More Friends—Here’s How To Make ThemStart At The Level Of Entry. Begin segmentation at the level of entry into your business. … Create Customer Personas. … Determine Where You’ll Derive The Most Value. … Pick A Niche. … Forecast Ahead. … Go Beyond The Data. … Review Your Client Portfolio. … Create A Personalized Approach.More items…•
What are the 5 methods of market segmentation?
Five ways to segment markets include demographic, psychographic, behavioral, geographic, and firmographic segmentation.
What are the 4 types of segmentation with examples?
There are four main customer segmentation models that should form the focus of any marketing plan. For example, the four types of segmentation are Demographic, Psychographic Geographic, and Behavioral. These are common examples of how businesses can segment their market by gender, age, lifestyle etc.
What are four 4 key ways to identify a target audience?
Geographic, demographic, psychographic and behavioral are the four levels of segmentation that can help define your business’s primary target audience.
SQL Queries
Working with multiple data extensions and large sets of data on Salesforce requires one to understand how to use SQL queries. This is because SQL queries do not have any limitations when it comes to the Email Studio data fields.
Data Filters
People without proper knowledge of SQL queries prefer using data filters when it comes to audience segmentation. The Email Studio of the Salesforce Marketing Cloud allows one to use data filters located in the subscribers’ menu.
Modeling Your Data
This is the process that requires one to analyze the relationships existing between their data objects. These relationships might include any connections between sales, customers, production statistics, and all data collected through the operations of the business.
Conclusion
Companies that use the Salesforce Marketing Cloud should understand that simplifying audience segmentation is key to increasing their returns on investment.
How does segmentation help in customer retention?
Audience segmentation can also help you generate more sales, increase customer retention, create brand advocates and superfans, and gain a competitive advantage in a crowded, noisy world.
Why is segmentation important in email marketing?
Segmentation also supports a brand’s objectives around email personalization.
What is upselling to converted users?
Upselling to converted users is a great way to grow your business and brand equity. To target this audience, create a segment of subscribers who bought something recently. Emails with special or limited-time offers, reward points and loyalty programs are a great way to do this.
What do you need to do to impress your audience with your email marketing?
Wrap up. If you want to impress your audience with your email marketing campaigns, you will need more than just catchy headlines, nifty graphics or sweet offers. You will also need to understand them better and create campaigns that appeal to them personally.
How to create a data filter in SFMC?
In SFMC, a data filter is an easier way to segment your subscribers. To get started, go to Email Studio. In the Subscribers dropdown menu, select Data Filters. Creating a filter means dragging one or more fields (drag and drop) into the create filter window. For each field column, select the operator and the value.
Is segmentation a one time activity?
In addition to the best practices highlighted above, here’s one that you should always keep in mind. Segmentation is not a one-time only activity, neither will it be perfected on Day One. Once you create segments and launch your email campaigns, make sure you do everything to keep your subscribers engaged. Get to know them better and tweak your segments as required.
What is segmentation in marketing?
Segmentation is the slicing and dicing of your subscriber lists so that you can target individuals with specific, relevant, and timely messages—messa ges that stand out in in-boxes and grab your customers’ attention.
What is the mantra of email marketing?
Getting It Right. “Right message, right person, right time” is the email marketers’ mantra. And by segmenting your audiences, you can ensure you get the right message to the right person. As a marketer, you have data.
Does email audience segmentation increase click through rates?
In fact, according to marketing research, not only does email audience segmentation ensure you’re delivering the right message to the right person at the right time, it also leads to: Higher click-through rates. Higher conversion rates. Better email deliverability. Lower unsubscribe rates.
A Round of Introductions
En Mode manufactures stylish and comfortable sneakers. It added sports and outdoor shoes to its portfolio and has since become a popular shoe brand among celebrities, athletes, and the general public. The company designs and customizes its shoes for customers, and believes in creating personalized customer experiences.
Customer Data Platform (CDP)
Apart from using Loyalty Management, En Mode has been using Salesforce CRM solutions such as Service Cloud, Marketing Cloud, and Sales Cloud. To unify and segment customer data, En Mode decides to use Salesforce CDP (Customer Data Platform). Mary is excited to learn that Salesforce Loyalty Management is integrated with CDP and Marketing Cloud.
Segment Gold Tier Members
Mary wants to engage Gold tier members who haven’t been active recently, and wants to give them double points for any outdoor category item that they purchase. So Mary and Jose plan a specific customer segment for the promotion that includes the following members.
Assign the Segment
Having used CDP to create and publish the segment, Jose switches back to Loyalty Management to create the promotion. Since members get double points for any outdoor category item that they purchase, Jose adds all the eligible products. The promotion will run during En Mode’s slower months after the holidays, from January to March.
What is the first area to benefit from customer segmentation?
Marketing is usually the first area to benefit from customer segmentation, particularly when it comes to tracking. As you gather information, there are several factors to pay attention to in each segment.
What is customer segmentation?
The customer-segmentation definition describes a particular technique for classifying clients and potential clients. The technique can be used in conjunction with a variety of tasks. As such, knowing how to do customer segmentation depends heavily upon understanding how it can be used.
What is segmented data?
Segmented data can also inform your more active, targeted campaigns — the ads that show up on each customer’s browser, the emails they receive announcing new products, etc. Rather than sending out one massive, impersonal email to all of your customers, you can send out targeted messages to appeal to each segment. Remember, you don’t want people to get in the habit of just deleting messages from you. An effective customer segmentation approach is to try to make each communication you send relevant to the customer.
What happens if segmentation tools are unable to understand data?
If your customer segmentation tools are unable to understand that data, however, either you will have to find another way to convert that data. This will create additional expenses, or may cost you valuable opportunities to analyze that information and develop effective marketing strategies.
Do customers click through on emails?
Some customers are more active on your website than others. Some don’t click through on emails. Some are active on your social media pages and others are not. If certain customers are not engaging with your marketing, then you may want to try a different approach.
Is segmentation an investment?
Developing and following your customer segmentation methodology is an investment, and you’ll need to consider cost. Some tools are more expensive than others, and the added cost isn’t always justifiable. Keep in mind, though, that some of the cheaper options available may be less robust.
What is segmentation in marketing?
Marketing segmentation helps identify the shared traits of different segments of your audience. A company can use that knowledge to communicate to its audience in a personalized and authentic way.
What is behavioral segmentation?
Behavioral segmentation looks at how and when a consumer decides to spend their money on a product or service. It focuses on consumers’ shopping behavior, how they make their decisions, why they choose one product over the other, and how they feel about a product, company, or service.
Why is behavioral segmentation important?
This is all another way of saying that behavioral segmentation lets you tailor your marketing. It allows you to take advantage of the existing buying behaviors of your key customers. You’ll be able to speak the right language at the right time to the right person.
What is the thought process a consumer uses before making a specific purchase?
What is the thought process a consumer uses before making a specific purchase? For an expensive suit, a consumer may gather lots of information, compare several different labels, and read tailoring and fabric reviews before making a purchase. When buying candy, a teen with $5 may scan the assorted goodies and make an impulse buy based on which treat looks the most tantalizing. Out of sheer habit, another customer may place the same order for a dozen chocolate-covered pretzels every Saturday morning.#N#Purchasing behavior varies from customer to customer and can be difficult to quantify. It may be best to use customer surveys to learn this information. When you do understand this data, however, it can give you great insight into what motivates consumers and how to support their buying decisions.
Why is it important to identify your heavy, medium, and light users?
It’s useful to identify your heavy, medium, and light users so you can effectively market to them. Heavy users need special attention. Medium users can be encouraged with special promotions. You may decide different types of segmentation to advertise to light users, or to use your limited marketing budget in another way.
Is it better to use customer surveys?
Purchasing behavior varies from customer to customer and can be difficult to quantify. It may be best to use customer surveys to learn this information. When you do understand this data, however, it can give you great insight into what motivates consumers and how to support their buying decisions.
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SQL Queries
Data Filters
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People without proper knowledge of SQL queries prefer using data filters when it comes to audience segmentation. The Email Studio of the Salesforce Marketing Cloud allows one to use data filters located in the subscribers’ menu. Using these filters, you can segment your data using different fields, among them last name, close date, country, and other attributes that relate to wh…
Modeling Your Data
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This is the process that requires one to analyze the relationships existing between their data objects. These relationships might include any connections between sales, customers, production statistics, and all data collected through the operations of the business. To simplify audience segmentation, you need to come up with the right methods that you can use to create these con…
Understanding The Business’ Market Segments
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Simplifying audience segmentation on Salesforce requires one to ensure that they achieve a balance. There is so much data that might be available on Salesforce, something that might tempt one to create multiple customer profiles. This might be dangerous and might affect your marketing strategies. Still, creating few audience profiles might leave you generalizing your cust…
Conclusion
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Companies that use the Salesforce Marketing Cloud should understand that simplifying audience segmentation is key to increasing their returns on investment. They need to understand all the sets of data that they have for them to see the different ways they can use it and segment it well to fit the requirements of their business models.
Learning Objectives
Getting It Right
Make The Most of The Information Subscribers Share
Does It Work?
Common Ways to Segment Your Audience
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With Marketing Cloud, the criteria you can use to segment your audience is virtually endless. Here are some common ways that companies segment their data. 1. Interests: What interests have your subscribers indicated in their profiles? 2. Behavior: What are your subscribers viewing or clicking on? 3. Purchase history: What did they recently buy? Wha…
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