• Marketo Operations
  • Comments Off on Understanding Marketo Segmentation – Complete Guide

Understanding Marketo Segmentation – Complete Guide

Marketers who have trusted Marketo to drive business success have witnessed massive progress when it comes to marketing. Although a huge percentage of Marketo users are not yet aware of several other benefits of Marketo that not even other marketing agencies offer. Segmentation by Marketo is one such feature that enables marketers to build higher customer engagement by segregating their leads.

“Segmentation categorizes your audience into different subgroups based on a defined criterion that you establish in a Smart List. Once you create those subgroups, those are called segments. The best way to think about it is that segmentation is a permanent smart list with the segments being the different targeted audience you define,” states Marketo.

Based on the criteria set in the smart list, Marketo segments individual leads under different segmentations in order to keep your data clean and robust. This process of modifying a particular criterion to develop a target audience is a great way to boost your customer experience and engagement. Moreover, with Marketo’s quality enriched data, segmentation aids in personalizing your content for a specific audience. “By creating and using dynamic content and snippets, you can personalize content based on who or where your end-user is,” adds Marketo.

Benefits of segmentation

Marketo strategically segments your leads in a way that every lead could live in a defined segment within a predefined industry, company, and geography, all at the same time. Once the different segments are created, Marketo allows you to add dynamic content blocks into your landing page or email, which eventually enables it to detect a piece of content that needs to be different depending on which lead is reading it. Moreover, to update all your assets automatically with a new lead segmentation, Marketo provides snippets that can be scaled. It also allows the user to separate reports by segmentation to show the effectiveness of targeted campaigns.

The segmentation helps develop dynamic content in a strategic way to personalize content in Marketo assets. Since personalization plays a huge role in marketing automation, segmentation helps by adjusting predefined “fields” and blocks of content.

By analyzing the buyer’s persona, segmentation helps you communicate at the right time, for a memorable user experience. Personalization makes the buyer feel special and helps build a long- term relationship.

Segmentations are also useful for reporting as it allows you to customize, as per the audience segment. Marketers can add segmentations to a filter in any smart list to refer to a certain group of people in real-time and target them in multiple ways for multiple purposes.

Marketo follows a step-by-step guide to create segmentation

Marketo navigates to the lead database to find the Segmentations Folder. You can create a new segmentation, name it, and add the segment to create the permanent smart list segments within that segmentation. You can name your segments and pick the criteria and filters as well, everything needed to complete the segment. Once your segments are ready, you need to put them in order because a lead will be allocated to the first segment of where they qualify.

Segmentation can sometimes be a long process depending on the size of the customer database. If your business is following the path to success, your data center must be overflowing with uncontrolled and oversaturated data. This is typically what a modern, booming business looks like. But, this is only to the point when all abandoned data gets mixed up due to lack of documentation in an ever-evolving set of data. To maintain long-term success and to avoid data integrity issues, you need to label all aspects of your customer, as well as business history. This offers easy access to the data whenever required for the understanding of new employees. Marketo’s segmentation guide will help you in the process and you can also test all your efforts with a Marketo instance before the final run.