How do you segment leads for better qualification?

2 Step 2: Collect and analyze lead data

The next step is to collect and analyze lead data, which is the information that you gather from your prospects through various sources, such as your website, landing pages, forms, email campaigns, social media, or CRM. Lead data can include both explicit data, which is the information that leads provide voluntarily, such as their name, email, company, or industry, and implicit data, which is the information that you infer from their online behavior, such as their browsing history, clicks, downloads, or engagement. You can use tools such as Google Analytics, HubSpot, or Leadfeeder to collect and analyze lead data.

3 Step 3: Choose your segmentation criteria

The third step is to choose your segmentation criteria, which are the categories or attributes that you use to divide your leads into different groups or segments. To maximize the effectiveness of your segmentation, your criteria should be aligned with your ICP and marketing goals, and should meet the criteria of being relevant, measurable, accessible, and actionable. Common segmentation criteria include demographic factors such as age, gender, income, education, and location; firmographic factors such as company size, industry, revenue, and location; psychographic factors such as personality, values, attitudes, and interests; behavioral factors such as website activity, purchase history, email engagement, and content consumption; and stage factors such as awareness, consideration, decision, or loyalty.

4 Step 4: Create and test your segments

The final step is to create and test your segments, which are the subsets of leads that share similar characteristics based on your segmentation criteria. You can use tools such as Mailchimp, ActiveCampaign, or Marketo to create and manage your segments. You should also test your segments regularly to ensure that they are effective and accurate. You can use metrics such as open rate, click-through rate, conversion rate, or revenue to measure the performance of your segments.

By following these four steps, you can segment leads for better qualification and deliver more personalized and relevant marketing campaigns that resonate with your prospects and drive them to action.

5 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?