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Customer Segmentation: Setting up for Success


Understanding your audience is key to building a successful CRM Strategy

Customer segmentation is the process of dividing your target market into distinct groups based on specific characteristics, such as demographics, behaviours, and preferences. By segmenting your customers, you can tailor your sales and marketing strategy and design to meet their unique needs and expectations.

Data segmentation is a crucial step in the process of importing data into HubSpot CRM (Customer Relationship Management) or any other CRM system. Segmentation involves organising your data into specific groups or categories based on certain criteria. 

This segmentation allows you to better target and personalise your marketing, sales, and communication efforts. Here's a step-by-step process for data segmentation before importing it into HubSpot CRM:

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Define Your Segmentation Criteria: Start by defining the criteria you want to use for segmentation. These criteria could include demographics, behaviour, engagement level, lead source, industry, purchase history, and more. The criteria should align with your business goals and marketing strategies.

Clean and Prepare Your Data: Before segmentation, ensure your data is clean and accurate. This involves removing duplicates, correcting formatting errors, and standardising data fields. Clean data is essential for effective segmentation.

Import Your Data into a temporary workspace: Create a temporary workspace or folder where you can upload your data before it's imported into HubSpot CRM. This allows you to make any necessary changes and segment the data without affecting your live CRM.

Segment Your Data: Use the defined segmentation criteria to group your data into segments. Depending on the complexity of your criteria, this can be done manually or using spreadsheet software like Microsoft Excel or Google Sheets. Some common segmentation approaches include:

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Basic Segmentation: Segregate contacts based on simple criteria like location, industry, or job title.

  • Behavioural Segmentation: Categorise contacts based on their interactions with your website, emails, or other touchpoints.
  • Lead Scoring: Assign scores to contacts based on their level of engagement and readiness to purchase.
  • Lifecycle Stages: Group contacts into stages such as leads, prospects, opportunities, and customers.

Create Custom Properties: If your segmentation criteria require additional data fields, create custom properties in HubSpot CRM to accommodate this information. For example, if you're segmenting by industry, you may want to create a custom property called "Industry."

Map Data Fields: Ensure that the data fields in your imported data align with the custom properties and default fields in HubSpot CRM. You may need to map fields during the import process to ensure data consistency.


Test Your Segmentation: Before proceeding with the actual import, test your segmentation by reviewing a sample of contacts from each segment. Ensure that contacts are correctly categorised based on your criteria.

Import Data into HubSpot CRM: Once you are satisfied with the segmentation, initiate the import process in HubSpot CRM. Use the mapping and segmentation settings you've defined to import your data into the appropriate segments.

Monitor and Refine: After importing your data, regularly monitor your segments to ensure they remain up-to-date and accurate. As your contacts interact with your business, they may move between segments, requiring periodic updates and refinements to your segmentation criteria.

Personalised Communication: With your data now segmented, you can tailor your communication and marketing campaigns to specific audience segments, increasing the relevance and effectiveness of your outreach.

By following this process, you'll be able to import clean, segmented data into HubSpot CRM, which will enable you to better manage and engage with your contacts and leads. Effective segmentation is a fundamental component of successful CRM and marketing strategies, here at Flowbird we will work with you to plan and execute. 


Begin your journey towards unlocking your sales potential and achieving your goals with Flowbird as your reliable HubSpot implementation Partner. Contact us today to explore further and revolutionise the way you connect with your customers.

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