Everything You Need to Know About Behavioral Segmentation [+ Examples]
By krbaker@hubspot.com (Kristen Baker)
No matter how many products or services you sell and offer, or how small or large your business is, no two customers are exactly the same.
Because of this, it’s important to ensure you’re always identifying the trends and patterns that exist among your customers and target audience. In doing so, you’ll have the data and information necessary to effectively target, reach, convert, and retain those people.
To help you with this, turn to the process of behavioral segmentation.
Behavioral Segmentation
In this blog post, we’ll review the definition of behavioral segmentation (which is a process that’s part of behavioral marketing), a tool that can help you group your customers based on their behaviors and actions, as well as examples of behavioral segmentation.
Behavioral Segmentation
To support your behavioral segmentation efforts, we recommend implementing a tool like HubSpot’s Behavioral Targeting software.
With a tool like HubSpot, which comes in a free or paid version with one of the premium Marketing Hub plans, you can collect data about how your target audience interacts with your website, content, and other marketing materials.
You can also take advantage of the active list feature which is used for advanced customer segmentation, targeting, and audience building.
By incorporating HubSpot into your behavioral segmentation workflow, you’ll send targeted messages and relevant material to your audience members at the right time. This process is also automated with audience triggers.
With HubSpot’s Behavioral Targeting tool, you can also:
- Create hyper-segmented lists based on persona and their engagement.
- Leverage CRM data (via your connected, all-in-one CRM platform) to customize your content.
- Share well-timed and engaging nurture campaigns.
- Consistently identify and record specific behavioral events throughout the buyer’s journey that lead to conversions among your prospects.
Behavioral Segmentation Variables
The behavioral segmentation variables that you need to consider while working on the categorization of your audiences include:
- Sought-after product/service benefits of your audience members.
- Audience member’s product/ service usage rate.
- Audience member’s loyalty status.
- Stage of the buyer’s journey an audience member is in.
- Size of your market segment.
- Level of accessibility your market segment has to your product or service.
- How niche your market segment is.
Next, let’s take a look at some behavioral segmentation examples.
Behavioral Segmentation Examples
There are a number of behavioral segmentation examples — a.k.a. ways to segment your customers based on behavior. Here are some common examples.
1. Purchase Behavior/ Transaction History
Look at a customer’s purchase behavior and transaction history. This provides insight into how and why they decide to convert as well as which stages of the buyer’s journey go smoothly whereas where a prospect may come to a bit of a roadblock along the way. It also gives you an idea …read more
Source:: HubSpot Blog
