Copy&paste this marketing segmentation strategy we use at Automizy

As a marketer or growth hacker you are responsible for attracting more and more companies, generate more leads and clients. I know it’s a difficult task… althought you can increase your efficiency by utlizing a marketing segmentation strategy to segment the traffic you generated the right way. Here is our solution, this is how we started and do today. Copy & paste, it’s working for every type of SaaS companies. Or just grab the pieces that can be useful to you. Your call!

marketing segmentation strategy

Keep. It. Simple.

When you set up your marketing segmentation strategy, keep in mind that you will learn and know more about your prospects and customers as your business grows. So keep it simple, don’t over complicate at the first time.

Let’s take our basic approach as an example – how we started it at Automizy (yes, we are a SaaS startup too).

So as you may know, we offer an email marketing automation solution for SaaS startups. We have different buyer personas, like growth hackers/marketers, business owners, marketing consultants, etc.

We don’t do any sales, so we don’t have a team for that purpose. We believe in inbound marketing – educate, help, educate, help, educate, help… So what we mainly do is maintaining conversations with our clients and possible companies to find real pain points – therefore we can give good service that really helps and solves real pain. Hell, I just shared with you our marketing and product development strategy…

But enough of self-congratulation, let’s move on with our offers that are very important for our marketing segemntation strategy: We have a training course and 3 packages of our marketing automation software for SaaS companies.

First step of marketing segmentation strategy: 5 basic segments

So it’s simple: we segmented our prospects and clients according to our offers.

marketing segmentation strategy

So we created an e-mail list for leads, for those who started our training course, for those, who started our 99 USD/month offer (package 1), who started our 199 USD/month offer (package 2) and who asked for customized offer (package 3).

Yes, this is how we launched. Super simple, understandable. The problem of it: does not allow us send personalized messages.

Ultimate Guide to Marketing Automation

Second step of marketing segmentation strategy: 5 segments for every buyer personas

Then we started to segment our leads and prospects according to their persona profile too.

marketing segmentation strategy 2

As you can see it created 15 segments for us.

You may ask, how can we define who belongs to which persona type? The answer is relatively easy. If you are a marketer, growthhacker, you probably will consume more content on this topic (persona 1). A business owner probably will read articles on business development and startup growth topics (persona 2).

But if the history of a lead is not very clear, you can still use a “splitting email series” that’s goal is to make people opt-in again with more detailed information about them using forms or just make them opt-in for the topics that are more relevant to them. Easy-peasy.

Problem: still not very detailed and doesn’t take into account the cold leads or clients with low engagement.

Third step of marketing segmentation strategy: Micro lists based on “hooks”

As Automizy is a big fan of inbound marketing, we create lots of – hopefully – valuable contents. One part of these contents are the hooks. Valuable information for SaaS companies on a 5-step hack for generating more leads.

But we have a lot of hooks. And every hook shares different insights. Therefore we have to personalize our contents according to our leads’ and prospects’ needs – this way we don’t spam them but send only information related to the topic they are interested in. So we created a micro list for every hook.

marketing segmentation strategy 3

As you can see, from now on we started to know who downloaded which hook. Why is it important? Because we could give them the right content that is relevant to their interest. I personally would be angry if I would receive burger ads or recipes when I’m trying to loose weight… or I would like to generate more leads but somebody wants me to read articles on customer retention… You know how disturbing it can be.

Everybody who joined a microlist gets it as a “tag” which follows him all the way the funnel. This way we will have knowledge about these (a positive side for measuring the effectiveness of our marketing funnels):

  • which hooks convert more leads into actual clients (just because your landing converts a lot of leads that doesn’t mean you will be able to convert them into buyers as well),
  • which are the most interesting topics among our clients,
  • which are the bigger pain points of our clients,
  • what can we offer as an upsell for our clients (by offering hooks that they haven’t downloaded yet.)

Sounds great, doesn’t, it? But it still misses things later on…

Lead Generation Funnel Cheat Sheet

Fourth step of marketing segmentation strategy: Cold, warm and hot leads

Just because someone started our digital marketing training course, it doesn’t mean he will finish it. So we still need to segment leads at this stage according to their engagement phase. This is the next part how we segment our leads:

marketing segmentation strategy 4

Now you can ask: how we determine which lead is cold, warm or hot? The answer is easy again althought it can be specific in your case beacuse you not necessarily use online training courses. But in Automizy’s case here are the definitions:

  • Cold leads: haven’t logged in 2 weeks ago and before that logged in only 2 times (or less)
  • Warm leads: logged in 3 days ago and watched videos, before that logged in 3-5 times after subscription
  • Hot leads: logged in 1 days ago and watched videos, before that logged in 6-7 times after subscription

Fifth step of marketing segmentation strategy: Slipping away, user, prepared to upgrade

And we continued to develope our segmentation. We started to track our clients in package 1. Client retention is a number 1 challenge in a SaaS company’s life: but instead of blindly tracking only metrics month by month we started to segment our clients into three sets.

marketing segmentation strategy 5

  • User is the segment of companies who just started to use our service and keeps on using it weekly (not necessarily logging in but using at least 1 automation workflow).
  • “Slipping away” is the category for the companies who stopped to use our service. For example who doesn’t have any active automated workflows and hasn’t logged in for 2 weeks.
  • “Prepared to upgrade” is the class of companies who are probably growing, have more and more leads and almost reached their package’ limits.

Sixth step of marketing segmentation strategy: Slipping away, ready to downgrade, user, promoter

Our second package is for companies that are growing fast and want to raid over a market. This is what usually startups do, right?

So we created 4 classes for them.

marketing segmentation strategy 5

  • Those companies, who don’t use our service, so don’t have an active behaviour-based email workflow and haven’t logged in for 2 weeks are in the “Slipping away” category.
  • Next is the “Ready to downgrade” category. Well, you know, it may happen that a startup needs pivoting or some kind of change that doesn’t let it grow for a few months. Why should a company pay for a service that doesn’t fit his goals? Therefore we actively ask companies to tell wether they want to downgrade if we see that they suddenly stopped sending out emails in high volume.
  • The third one is the “user” segment. The same as in package 1 segment.
  • The last segment of our clients are the promoters. These companies usually help us to grow and we help them to grow faster in return. (It’s possible that a specific percent of your customers are those companies who are really satisfied with you, pays you the most and are not simply customers but more of partners instead.)

Key takeaways, sum up

So all in all, you need is to create your marketing segmentation strategy according to your SaaS company’s stage. As you scale up you will need more and more sophisticated segmentation strategy. The basic segmentation approaches are:

  • Interest based segmentation (according to hooks)
  • Behaviour based segmentation (open rate, click rate)
  • Subscription history based segmentation (when did the lead subscribed)

So go, think about your own business now, copy what you like and start growing your marketing funnel right now!

>>Click here if you want to download our excel template for free (no opt-in)!<<

Marketing segmentation strategy template

Related posts

14 Comments

  • Posted May 7, 2016

    https://www.youtube.com

    Its like you read my thoughts! You appear to grasp a lot approximately this, such as you wrote
    the e-book in it or something. I believe that you just could do
    with a few percent to force the message home a bit, but other than that, that is fantastic blog.
    A fantastic read. I will certainly be back.

    • Posted May 9, 2016

      Viktor Egri

      It is always good to know if we can help others with our articles. Thanks for the feedback too: will absolutely move forward to your suggested direction!

  • Posted May 7, 2016

    Kaitlyn

    Cool info it is without doubt. My boss has been searching for this tips.

    • Posted May 9, 2016

      Viktor Egri

      Great to hear that! I hope we could help you and your boss!

  • Posted May 7, 2016

    Rae

    Real clear site, appreciate it for this post.

    • Posted May 9, 2016

      Viktor Egri

      Thanks, I hope you’ll enjoy our articles. 🙂

  • Posted May 8, 2016

    botox southport connecticut

    My husband and i have been absolutely joyous that Ervin could carry out his researching from your ideas he came across while using the web page.
    It is now and again perplexing to simply find yourself freely giving secrets which often other people might have
    been making money from. We really do know we’ve got you to appreciate
    for this. The most important explanations you’ve
    made, the straightforward web site menu, the friendships your site assist to instill
    – it’s mostly incredible, and it is letting our son and our family
    believe that that issue is cool, and that’s seriously vital.
    Many thanks for the whole thing!

  • Posted May 9, 2016

    Randi

    Simply wanna comment that you have a very decent internet site, I like the
    pattern it really stands out.

  • Posted May 26, 2016

    darkness reborn hack download

    You made some decent points there. I looked on the net for the dilemma and found most individuals will go along with with
    your web site.

    • Posted May 30, 2016

      Viktor Egri

      Thanks, hope you’ll find useful our other articles as well.

  • Posted June 5, 2016

    power washing ct

    I have been surfing on-line greater than three hours these
    days, but I never found any attention-grabbing article like yours.
    It is lovely worth enough for me. Personally, if all site owners and bloggers
    made good content material as you probably did, the net might
    be a lot more useful than ever before.

    • Posted June 6, 2016

      Viktor Egri

      Thank you! 🙂 Hope you’ll like the other articles as well!

Leave a Reply