'Inbound & Down'
Question of the Day

Published January 14, 2020

What is segmentation?

  1. Breaking down a piece of digital content into smaller, more digestible segments, so that visitors can easily find the information they’re looking for.
  2. Breaking down your contact database into smaller groups based on certain characteristics, in order to speak to the right groups and craft the most relevant messages.
  3. Adding CTAs and relevant offers into the blog and website content to convert visitors before they finish reading.

The Answer is B.

A central goal of inbound marketing is to provide prospects with the most relevant and helpful information at the right time. In order to do that, though, you need to be able to organize those prospects into different groups and tailor your respective messages accordingly.  

Segmentation is the process of selecting important pieces of information about your contacts and separating them into smaller groups based on these characteristics.

Common segmentation criteria include separating customers from non-customers, grouping contacts based on city, and identifying who has purchased which products in the past—but there are virtually unlimited ways in which you can segment your database, as long as the information is readily available in the contact's record. This is why it's crucial to collect as much data as possible for each!

In other words, if you want to send a marketing email only to those contacts who consider Die Hard a Christmas movie, you had better make sure you’re gathering such nuggets of information through forms, surveys, or other methods.

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