How can you use Contact Segmentation in HubSpot?

Instead of just storing all your contacts in one list, contact segmentation in HubSpot allows you to group leads based on behavior, engagement, interests and demographics etc. This helps marketing teams deliver personalized campaigns, improve engagement and ensure sales follow-up focuses on the most valuable leads.

Understanding and utilizing tools like HubSpot for contact segmentation can significantly enhance your sales potential. In this micro lesson powered by Growth, and hosted by me, Lisa Freitas and  Richard Barcellos, we covered how to use HubSpot's contact segmentation to increase sales.

Watch the full micro lesson:

How to Use Contact Segmentation in HubSpot to Improve Sales Outcomes

Contact segmentation is a critical strategy for organizing your contacts into smaller, manageable groups based on shared characteristics. This approach allows for more personalized and effective communication, which is essential for driving engagement and increasing sales. 

1. Capturing Data

To use contact segmentation in HubSpot, you need accurate data. In the lesson, we talked about several ways to collect this data:

• Forms: Use forms to gather basic information.
• Progressive Profiling: Collect additional details over time.
• Dependent Fields: Ask follow-up questions based on previous answers.
• Data Enrichment: Use tools to add more data like job titles and company info.
  
  

2. How to Segment Contacts

Once you have the data, you can create segments in HubSpot:

• Contact Lists: Filter contacts by various criteria.
• AI Tools: Use advanced tools for deeper segmentation.
• Lifecycle Stages and Personas: Group contacts by their buyer journey stage or persona.
• Lead Scoring: Assign scores to prioritize leads based on their data and behavior.
  
  

3. Nurturing Leads

After segmenting, you need to nurture these leads through targeted campaigns:

• Engagement-Based Campaigns
  Design email workflows that deliver personalized content based on the contact's engagement level. Highly engaged contacts might receive offers to schedule a demo, while less engaged contacts might get educational content to build interest.
  
  
• Persona-Specific Content
  Develop content that addresses the specific needs and challenges of each persona. For example, create whitepapers for CMOs focused on cost-saving strategies and eBooks for Marketing Managers to boost creativity.
  
  
• Re-Engagement Campaigns
  Identify inactive leads and create re-engagement campaigns to reignite their interest. This could involve sending special offers, inviting them to webinars, or providing exclusive content.
  
  

Learn more about effective lead nurturing in HubSpot by reading this blog.

4. Handoff to Sales

The final step is to pass the leads to your sales team:

• Sales-Qualified Leads (SQLs): Define clear criteria for when a lead is ready for sales.
• Automated Workflows: Set up alerts and tasks for your sales team.
• Feedback Loop: Use feedback from sales to improve your segmentation and nurturing.
  
  

Key Takeaways

• Accurate Data: The foundation of effective segmentation is accurate and comprehensive data.
• Profile and Engagement: Combine demographic and behavioral data for precise targeting (use Thalox to segment based on your contact's engagement level).
• Personalized Nurturing: Deliver the right content at the right time to move leads through the buyer journey.
• Seamless Handoff: Ensure leads are well-qualified and ready for sales to maximize conversion rates.