What are the benefits of Customer Data Segmentation?
Being able to act personally at scale is the truest benefit of segmenting your customers. This is especially true when you build in segmentation by activity and actions, not just demographics. Most SaaS businesses don't want to build out large sales teams to move prospective customers through their funnels manually - it's just not practical. But luckily, this is one of the core problems that led to the creation of great segmentation tools. So what can you do with this superpower?
Send targeted Marketing
Knowing your user-base intimately, and dividing them into relevant segments, enables you to send highly targeted and personalised Marketing messaging. This allows you to operate at scale while still retaining a personal touch.
For example, at GoSquared, you can use Automations to send Nurture sequences to segments of new Leads. You could send relevant material based on your new visitors' preceding interactions with your sales material. If they've downloaded an eBook, you could send them a follow-up message offering a link to a relevant Webinar, and a message after that to offer a demo call to the Webinar attendees.
Mitigate churn
Behavioural analytics allows you to create customer segments to identify users displaying leading indicators of churn. You could filter according to key features of your product, which new clients have not yet activated.
You can then proactively reach out to these segments and offer refresher training sessions with your CS team. Help the clients get set up properly, and mitigate the churn risk.
Identify super-users
By analysing key activation features and engagement times, you can discover the super-users within your client base. These users can then be reached out to and converted into product advocates via referral programs. This can lead to a reduction in marketing spend and an increase in lead-to-customer conversion rates.