Segmentation doesn't have to be complicated. With HubSpot's reporting features, you can quickly visualize your customer segments and prioritise your marketing efforts accordingly.
What you will need (ingredients):
1. HubSpot List of contacts you want to segment. This will be used for report filtering.
(This could be your customer list, your newsletter list, or any list of contacts you wish to segment)
Tip: Utilising the HubSpot list as your building block, rather than manually configuring filters within the report, can save you time. Opting for a singular report filter, specifically "list membership," simplifies the process compared to individually setting up criteria within the report to identify contacts for reporting purposes.
2. Identify the HubSpot property of the dimension you wish to segment.
Segmentation can be applied across various dimensions of customer data, each serving different purposes and unlocking new growth opportunities:
- Geographic Segmentation: Targeting customers based on their location allows businesses to tailor their messaging and offerings to local preferences and cultural nuances.
(This could be the HubSpot property Region/ Country, IP region, IP country etc) - Demographic Segmentation: Dividing the audience by age, gender, income, and other demographic factors enables businesses to create more targeted and relevant marketing campaigns.
(This could be the HubSpopt properties Job Title, Industry, etc) - Psychographic Segmentation: Segmenting based on interests, values, lifestyle, and personality traits helps businesses to appeal to customers on a deeper emotional level, fostering stronger brand affinity and loyalty.
(This could be custom contact properties you created within your HubSpot portal) - Behavioral Segmentation: Segmenting based on past behaviors and interactions with your brand allows businesses to anticipate future needs and preferences, enabling more proactive and personalized marketing efforts.
(This could be properties relating to engagement, original source, etc)
How to create the report (recipe):
1. Go to Reporting > Reports > My Reports
2. Click Create report
3. Select "Custom Report Builder"
4. For this report, let's select Contacts as the primary data source since we are looking into the properties of the HubSpot object: contacts
5. Don't forget to name your report.
Under the Filter tab select the "List Membership" data source and select the list of contacts you want to segment (i.e Ingredient #1). Select operator: is a member of list.
6. Configure your report. Under the configure tab, add the following data sources
- Breakdown by (this is where you will place ingredient #2. The HubSpot property of the dimension you wish to segment. In this example we segmented our contact list by IP country.
- Values would be "#count of contacts"
7. Save the report.
Based on our finished report, this shows us 57.43% of our customers are from the United States. This may allow us to strategies in strengthening our products on the US market OR shift our focus to strengthen our sales and marketing in gaining more customers with other countries.
Based on the values you will uncover in the report you will create hopefully will provide you insights in your segmentation strategy and initiatives. So go ahead, create your report, and start engaging with your customers in a more meaningful way!