CRM-based multi-channel segmentation uses customer data to create personalized outreach across platforms like email, social media, and more. It ensures your message reaches the right audience at the right time.
Key Benefits:
- Automated lead scoring: Rank leads based on their behavior.
- Accurate targeting: Segment customers by location, industry, or engagement level.
- Personalized campaigns: Tailor messages for each group and channel.
Steps to Get Started:
- Verify your data: Clean and enrich your CRM records.
- Define segments: Group by demographics, behavior, or value.
- Sync across platforms: Use tools to automate workflows.
- Track performance: Measure engagement and improve over time.
By combining demographic, behavioral, and transactional data, you can create unified customer profiles and launch campaigns that drive results.
CRM Data Basics for Segmentation
Core CRM Data Types
CRM systems typically store three main types of data:
- Demographic Data: Includes details like customer location, company size, and industry.
- Behavioral Data: Tracks actions such as email opens, social media clicks, and call outcomes.
- Transactional Data: Captures purchase history and related information.
Hatrio Sales enhances these records by pulling extra details from sources like social profiles and company websites. This creates more detailed and actionable lead profiles. The key is to collect these data types from every point of customer interaction.
Building Unified Customer Profiles
Bringing these data types together into unified customer profiles allows you to:
- Automate lead scoring based on customer activity levels.
- Personalize outreach by analyzing past behaviors.
- Segment audiences by geography or industry for more focused campaigns.
These unified profiles enable precise segmentation across channels, setting the stage for defining audience groups and launching targeted multi-channel campaigns.
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Key CRM Segmentation Methods
Once you have unified customer profiles, you can use three main methods to segment your audience effectively.
Demographic Segmentation
This method organizes customers based on demographic details, laying the groundwork for precise multi-channel campaigns. With CRM data, you can sort customers by:
- Company Details: Factors like location (e.g., based in California) and company size (50–200 employees).
- Individual Details: Attributes such as age or job title.
Hatrio Sales enhances lead profiles with accurate, up-to-date company and contact data. This makes it easy to create targeted groups, like California-based businesses with 50–200 employees or VP-level decision-makers.
Behavioral Segmentation
Behavioral segmentation focuses on tracking customer actions. This includes monitoring email engagement (opens, clicks, response rates) and analyzing purchase behaviors like order frequency and average transaction value.
Value-Based Segmentation
This method prioritizes your resources by focusing on customer value. Key metrics include:
- Current Value: Total spending and average order size.
- Potential Value: Lead scoring and loyalty indicators.
Hatrio Sales streamlines enrichment and scoring workflows, allowing you to quickly identify high-value prospects.
You can combine these methods for even better targeting. For instance, you might focus on California companies with 50–200 employees that frequently engage with emails or show an increase in purchase activity. This approach ensures your message reaches the right audience through the right channels.
Next, we’ll outline four steps to apply these segmentation strategies across all your channels.
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4 Steps to Multi-Channel Segmentation
Now that you've learned about segmentation methods, let's break down how to apply multi-channel segmentation using data from your CRM.
1. Verify Your Data
Start by checking the quality of your CRM data. Ensure that essential fields like email addresses, location, job title, and company size are accurate and up to date. Use tools to enrich your data, remove duplicates, and refresh outdated information. For instance, Hatrio Sales offers features to verify and enhance your database, keeping it clean and reliable.
2. Define Clear Segment Rules
Create segmentation rules that align with your business goals. Focus on attributes such as purchase frequency, recent engagement, or email open rates. For example, group together repeat customers or highly engaged prospects. Clear criteria make it easier to trigger campaigns and track their success.
3. Sync Segments Across Channels
Ensure your segments work seamlessly across different marketing channels. Here’s how:
- Automatically add leads to email workflows when they meet specific criteria.
- Use drip campaigns and lead scoring to maintain engagement.
- Continuously update contact profiles as they interact with various channels.
Hatrio Sales can help automate these tasks, ensuring your segments and outreach stay in sync.
4. Track and Improve
Keep an eye on how your segments perform across channels. Dive into engagement metrics, conversion rates, and customer feedback to see what’s working. Use this data to tweak your segment rules and targeting strategies, ensuring they remain effective over time.
Next, we’ll look at CRM tools that can help you automate and streamline these steps.
CRM Tools for Better Segmentation
To make the four segmentation steps more efficient and ensure consistent outreach, take advantage of CRM automation features.
Hatrio Sales offers a database with 1.5 billion profiles, automates lead scoring based on behavior and engagement, enriches and verifies records, and creates dynamic segments by factors like location, role, and company size. It also initiates email and LinkedIn workflows while tracking engagement across multiple channels - all within the CRM platform. This streamlines the entire sales process, from prospecting to closing deals.
Data Security in Segmentation
Conclusion
Using multi-channel segmentation effectively can boost sales by enabling precise, data-driven outreach. Hatrio Sales brings together tools like profile enrichment, lead scoring, and automated workflows - all within one CRM platform.
Here’s what to focus on: automate lead scoring, run personalized drip campaigns, and keep profiles updated. These strategies can help you turn your CRM data into actionable, multi-channel segments that deliver results.
