Over the past few months, we’ve had many conversations with companies about what marketing automation is—and what it is not. The truth is, it’s a buzzword that can feel overwhelming because of all the moving parts. A simplified way to look at it is this path:
Segmentation → Nurture Programs → Scoring Models → Reporting
Segmentation is the foundation of that journey. By definition, segmentation is dividing the marketplace into groups that are definable, accessible, actionable, profitable, and have growth potential. In practice, it means creating targeted lists from your company’s master database and feeding those groups relevant content that moves them toward becoming qualified leads. Here are three key things to know:
Purchased lists or data more than six months old are rarely accurate. SIC codes, industry labels, and analyst guesses can only take you so far. Validate engagement yourself before blasting campaigns. Think of it as “homegrown confirmation”—ensuring contacts are genuinely active and interested before you treat them as a segment.
Blasting your master list with irrelevant topics creates churn. Imagine you’re interested in a Corvette, but all you get is email about trucks and minivans. You’d unsubscribe quickly. Segmentation prevents this by aligning content with actual interest, keeping prospects in nurture paths longer, and increasing the odds they convert.
This may sound obvious, but many teams still skip it. Accurate segmentation leads to higher open and click rates, which directly correlate to higher conversions. It’s tempting to default to execution mode and “just get the emails out.” Resist that. A little extra effort on segmentation can produce outsized business results.
Segmentation is not difficult to understand, but it can be challenging to set up and maintain effectively. Whether you manage it in-house or work with a partner, it’s worth the investment. Smarter segmentation keeps your leads engaged, reduces opt-outs, and lays the groundwork for nurture programs and scoring models that actually convert.
Want to improve your marketing automation results with smarter segmentation? Let’s talk.