The Three Pillars of CRM Success: Segmentation and How to Make it Easy

By   Monday, November 14, 2022

The Three Pillars of CRM Success: Segmentation and How to Make it Easy

If you're looking to get the most out of your CRM, it's important to understand that there are three paths to success:

  • Segmenting your prospects
  • Contextualising the message
  • Personalising the experience.

Each of these paths is important in its own right, but when they work together they create a powerful synergy that can help you reduce ad costs, improve low conversion rates and create effective re-engagement plans. Let’s take a closer look at segmentation.


Ad fatigue is a real problem. The average consumer is inundated with promotional material and sees between 500 and 1000 advertisements every day, how many of these do you think are actually relevant to them?

Sending your ads to irrelevant customers either because of their industry, demographics or customer lifecycle is a surefire way to waste budget and achieve lacklustre results. So how do you find an efficient way to deliver your message to the right person so that your message breaks through all the noise?

Segmentation is key to overcoming ad fatigue and improving ROI in modern marketing. By understanding your customers and their needs, you can create content that is relevant and interesting to them, which will keep them engaged.

Without segmentation, you run the risk of bombarding your customers with irrelevant advertising, which will only lead to apathy and disengagement. With the data from your CRM, you can target specific groups of customers and create content that speaks to their needs. This will help keep your customers interested and engaged, and ultimately lead to more conversions.

Segment your database with HubSpot Lists

By isolating specific groups of people, you can target them with messaging that is relevant to their needs but how do you make this easy? HubSpot lists is the perfect tool for this job. It allows you to quickly create lists based on any data point you hold. This can be contact information (such as their company or job title), website activity, or anything else you can think of.

For example, with HubSpot lists, you can easily create a list of all contacts in the third month of their current contract.

This would be a good time to offer them a useful upsell to complement their existing package. You could also target all prospects that have visited your pricing web page more than once in the last 30 days. By sending them a discount code, you can encourage them to buy your product.

Both of these examples show how HubSpot lists can be used to create targeted marketing campaigns. The messaging you use will vary depending on the group of people you are targeting. But by using HubSpot lists, you can be sure that your campaigns are relevant to your audience and will achieve better results.

Tracking your customer’s behaviour with Custom Behaviour events in HubSpot

A visitor's every interaction with your site is key to understanding what they want, why they need it, and how they'll behave. Not all actions are created equal, some provide more information on where your customers are at in their journey.

By creating and tracking custom behavioural events, you can gain insights into what actions your customers are taking on your website or in your app that are specific to your company, so you can keep improving your site and making data-backed marketing and sales decisions.

Once understood, this data is beneficial when segmenting your customers, allowing you to target them with specific content or offers that are most relevant to them.

To set up custom behavioural events, you'll need to use the analytics API. This will require a developer to set up the necessary tracking code on your website or app. Once the tracking is in place, you'll be able to see how your customers are interacting with your content and make more informed decisions about how to target them.

Want to learn more about how custom behavioural events can improve your marketing? Learn how this tool works in this article>>

Right Place, Right Time

The key to great marketing is delivering the right message at the right time, by segmenting your prospects based on collected data specific to your business and then having a tool that allows you to easily organise your prospects based on this data you can make this possible.

With all its amazing tools and features, HubSpot makes the ability to collect and analyse data and then implement campaigns based on this data from one place, easy and that's why we choose to work with them and help businesses improve their marketing and sales processes. If you are interested in learning more about HubSpot reach out today!

Stay tuned for our next article on the second pillar of CRM success: Contextualisation.

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