Segmentation in HubSpot: how to make your campaigns 3x more effective

Are you still sending the same campaign to your entire database? Then you're missing out on a lot of results. Segmentation is the key to relevance, conversion and customer experience. Especially in HubSpot, smart segmentation allows you to really leverage your CRM data and build campaigns that do what they're supposed to do.

Why segmentation is so important

Not every customer is the same. A new prospect requires a different approach than a loyal customer. By dividing your database logically, you can communicate in a much more targeted way. Relevance means: higher open rates, more clicks, and better timing. Segmentation is thus not a nice-to-have, but a prerequisite for effective CRM marketing.

Segmentation in HubSpot: the possibilities

HubSpot provides powerful tools to segment your contacts based on:

• Behavior (such as email opens, website visits, form submissions)
• Lifecycle stage (lead, MQL, customer, evangelist)
• Properties (industry, job title, region, etc.)
• Buyer persona (a standard property in HubSpot that is rarely used well)
• Interactions with sales or service
• Inactive or just engaged contacts

You can create smart lists (active or static), combine filters and keep segments updated automatically. Ideal as a basis for campaigns, automation and personalization.

Especially the buyer persona property is often skipped, while this is a valuable way to really align your content and approach with the target group. Think different campaigns for a technical decision maker vs. a marketing manager.

In addition to standard properties, HubSpot also allows you to create custom properties (custom fields) that fit your business model. Think of fields like "customer type," "module used," "contract status" or "implementation phase. By intelligently tracking this data, you can create highly targeted segments and activate customized workflows. This makes your CRM not only more valuable, but also a strategic marketing tool.

3x more effective with smart segmentation

1. Better-targeted content
   You don't send a generic message, but a campaign that responds to context. Think of specific use cases, customer questions or goals per segment.
   

2. Better timing

   Segmentation allows you to send campaigns at the right time. For example: 7 days after purchase, 30 days inactive, or immediately after requesting a brochure.

3. Higherconversion

   More relevantcampaigns lead to more interaction and action. Sending the right message to the right group simply makes your campaign more effective.
   
   

Practical examples by industry

Manufacturing industry:
Segment customers based on product type, machine installation date or service interval. For example, automatically send a check-in campaign 6 months after installation, or a personalized upgrade offer once a product runs out of warranty.

Energy:
Use segments such as business vs. residential customers, region, or type of energy contract. Consider a targeted campaign for SMB customers with solar panels that informs you about storage systems, or a retention flow for customers with expiring contracts.

Business services:
Segment by business size, industry or usage behavior of your service. For example, send a loyalty campaign to customers who have been customers for more than 2 years, or a reactivation campaign to accounts that haven't had contact for 3 months.

Here's how to do it: segmenting in 5 steps

1. Determine your goal

   What do you want to achieve? Consider increasing retention, stimulating upsell or reactivating inactive customers.

2. Analyze your data

   See what customer characteristics and behavioral data you have at your disposal. Are the fields current and complete? Are lifecycle stages set up properly?

3. Create logical segments

   Combine filters to create actionable lists, for example, "customers in the manufacturing industry with open support tickets" or "prospects who looked at a pricing page in the past 30 days."

4. Linkcampaigns to your segments

   Design workflows, emails or ads specifically tailored to the needs of eachsegment.

5. Measure, learn and optimize

   Monitor how segments respond to your campaigns. What's working? Where are people dropping out? Use these insights to further hone your segmentation and content.
   
   

Getting started with segmentation in HubSpot?

Segmentation starts with clear goals and well-organized customer data. Bright helps you structure your CRM, set up segments and set up campaigns to match. That way, you get more out of your existing database, without having to work harder.

Want advice on segmentation in HubSpot? Schedule a no-obligation appointment with one of our specialists. Schedule my appointment