How can you use HubSpot to segment your customers?

1 Define your segmentation criteria

The first step to segment your customers is to define your segmentation criteria. These are the factors that you will use to group your customers, such as industry, location, size, revenue, lifecycle stage, satisfaction, engagement, or product usage. You can use HubSpot's built-in properties or create your own custom properties to capture the data you need. You can also use HubSpot's scoring feature to assign numerical values to your customers based on their actions and attributes, and use them as segmentation criteria.

2 Create your segments

The next step is to create your segments based on your segmentation criteria. You can use HubSpot's list tool to create static or dynamic lists of your customers. Static lists are fixed and do not update automatically, while dynamic lists are updated in real time based on the criteria you set. You can use filters and rules to specify the conditions for your lists, such as "customers who have purchased product X in the last 6 months" or "customers who have a satisfaction score below 50". You can also use HubSpot's smart lists feature to create segments based on your customers' behavior on your website, email, or social media.

3 Analyze your segments

The third step is to analyze your segments and understand their characteristics, needs, and potential. You can use HubSpot's dashboard and reports tools to visualize and compare your segments on various metrics, such as revenue, retention, churn, upsell, cross-sell, satisfaction, feedback, or referrals. You can also use HubSpot's attribution reports to track how your segments interact with your marketing and sales campaigns, and how they contribute to your revenue. By analyzing your segments, you can identify the strengths, weaknesses, opportunities, and threats for each group, and plan your account management actions accordingly.

4 Communicate with your segments

The fourth step is to communicate with your segments and deliver personalized and relevant messages and offers. You can use HubSpot's email and social media tools to create and send targeted campaigns to your segments, based on their interests, preferences, and behavior. You can also use HubSpot's personalization tokens and smart content features to customize your website, landing pages, forms, and calls-to-action for your segments, based on their attributes and actions. By communicating with your segments, you can build trust, rapport, and loyalty with your customers, and increase your engagement and conversion rates.

5 Monitor and optimize your segments

The final step is to monitor and optimize your segments and measure the impact of your account management efforts. You can use HubSpot's feedback and survey tools to collect and analyze your customers' opinions, satisfaction, and loyalty. You can also use HubSpot's A/B testing and optimization tools to experiment and improve your campaigns, content, and offers for your segments. By monitoring and optimizing your segments, you can track your account management performance, identify areas for improvement, and adjust your strategies accordingly.

6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?