Published October 28, 2019
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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