If you’re selling to everyone, you’re selling to no one. It’s true - unless you sell something like bread, there’s hardly a chance that you’re selling an interesting product to everyone. And even if you’re selling something more niche, such as accounting software, there are different portions of the market that you can tap into.
This is called market segmentation - when you break down your target audience into smaller segments with their interests. And it makes sense - companies that focus on segmentation are 60% more likely to understand their customers’ challenges and 130% more likely to know their intentions.
Segmenting your customers helps you personalize your offer, create better marketing campaigns and get more revenue. Now all you need is the right tool for the job.
We have your back.
How do you segment your customers in the best way possible? It’s super simple - you just ask them to do the segmentation themselves. Survicate is a modern survey software that lets you run sleek surveys on any platform you can imagine, from desktops to mobiles.
The drag-and-drop editor lets you create a survey from scratch according to the effects you want to achieve. However, it’s even easier when you start with a template. And there’s no shortage of survey templates in our library for various use cases.
Grab a template and use your survey in customer emails, on your website, social media, in an Intercom chat, and within your mobile app. The list is endless. Customizing the surveys is a matter of a few clicks, and you’ll also enjoy the variety of integrations with your favorite tools such as Mailchimp, HubSpot, and many others.
Survicate has a 10-day free trial that comes with all Business plan features and up to 25 survey responses. Once you consider that you can use the surveys for market research, product onboarding, customer satisfaction programs, and so much more, the monthly plan makes so much sense.
Cognism is a sales prospecting software that helps you segment your audience for targeted campaigns. You can slice and dice Cognism global company and contact database to build lead lists that match your ideal customer profile.
For example, you can create a segment based on growing companies recently receiving funding or hiring a senior executive in your industry in North America. You can then use contact-level filters, like job title and seniority, to find decision-makers in your segment and enrich the list with their email addresses and manually verified cell phone numbers.
Cognism also provides intent data and sales trigger events to prioritize prospects who are ready to buy.
Cognism offers two types of licences that will suit individual contributors as well as teams with bulk list-building and exporting workflows. You can also ask them to enrich your data sample.
If you’ve been in B2B for a bit, there’s a good chance you’ve heard of Clearbit. What started as a simple tool for data enrichment became one of the biggest platforms for managing, segmenting, and enriching data for various use cases.
Say that you have lots of customer data - Clearbit will help you make more sense of it by adding different attributes such as company size, location, industry, and more. That way, you can target the people who want to buy rather than just everyone visiting your website.
If you get a lot of new leads through your inbound funnel, this is where Clearbit can help with lead scoring. When someone reaches out, Clearbit gives real-time data you need to make an educated decision on how to approach them.
Unlike some competitors we’ll mention in a second, Clearbit does not provide pricing on its website. As they state, the price you’ll pay will depend on the volume of the data you want to work with.
If you run a subscription business and you’re not already using Baremetrics, you should look into it. Built for subscription-based companies, Baremetrics deeps into your data to uncover trends and insights that can save enormous amounts of cash and help retain customers.
For example, you can get an overview of which customers stick with you the most and what features they use - so you know what to work on. Moreover, you can quickly find out which customer groups spend the least and churn the most rapidly, so you can stop working on acquiring this demographic.
It works flawlessly with your product, so you can access real-time graphs that correlate with live events. For example, you can see if a group of customers churning connects with a new release or a bug you discovered.
There’s a free trial available, and paid plans start at $129 per month. It may seem pricey, but it can save you thousands of dollars within the first month.
Built by the tech giant Twilio, Segment helps you send the right messages to the right people at the right time. The cost of shipping the wrong message or email to a customer ready to buy is very high. And the people at Segment know that very well.
Whether this is emails, live chat, or something else, Segment keeps tabs on your customers, so you don’t have to. It works with various business models, whether in SaaS or eCommerce, as it adapts to how you communicate with your customers.
Want to talk just to people who recently abandoned their carts? The potential customers who were just on your pricing page? No problem, Segment is not only great for data enrichment and segmentation but also for omnichannel communication.
The free account is rather generous and gives you access to 1,000 monthly website visitors. Paid plans start at $120, which may seem like a big number, but given its capabilities, it’s a great value for money.
The money is on the list, as many marketers say. The founders of MailChimp knew this back when they launched this tool in 2001, and even 20 years later, it remains a powerhouse in the email marketing software game.
Promising up to an 88% increase in profit, MailChimp has a range of tools to segment your email audiences. When your list is uploaded, you can start segmenting based on a variety of factors, including:
New vs. old customers
The time when we opened the last email
And much more
The editor in this tool is one of the simplest in the industry; getting started takes minutes. Once your campaigns are live, MailChimp allows you to split-test all of your campaigns according to subject lines, content, send times, and much more.
It’s also famous for having one of the most generous free plans in the SaaS world. You can use the free version for as long as you want, albeit with only 500 contacts and up to 2,500 emails sent per month. Paid plans start at $11 per month, which is incredible value for money.
Another reason to consider MailChimp is its integration with Survicate, allowing you to send surveys to your email list. Do you want to send an email campaign to the promoters in your NPS survey result list? Now you can.
One of the leaders in the session recording SaaS niche, FullStory, is used by companies worldwide to monitor user behavior and uncover UX and UI issues. Without your customers telling you the problems, you can use FullStory to view individual sessions or get a bird’s eye view with heatmaps.
FullStory helps you uncover segments based on customer behavior on your website. For example, you can group them according to the following:
Who’s highlighting the text
Who’s using what kind of browser and device
And much, much more. For a technical overview of your website and its use, FullStory is the best tool for the job.
There’s no publicly available pricing for this tool, so you’ll have to get in touch with them for a personalized quote. There is, however, a free 14-day trial that you can try out.
Data is the most valuable currency today. However, having the wrong data can make your job excruciating; this is where UpLead helps. If you’re in B2B, this is the tool you want to use to enrich and sort your data and segment your customers into smaller, more manageable lists along the way.
UpLead is simple to use. Add your data and a list of customers; the tool enriches and sorts the fields in a way that makes sense. Add a company URL and a list of contacts, and UpLead sorts it and adds fields such as title, company size, and industry, as well as specific tags for niches they might be working in. You get that precious contact data, such as emails and phone numbers.
UpLead saves you massive amounts of time, especially if you need to do cold calling, prospecting, or any sort of outreach. It also helps dwindle large prospect lists to more segmented lists of potential buyers.
There is a free plan, but it’s very limited, with just five credits to try out. Paid plans start at $74 per month, giving you just over 2,000 credits per year. This means 170 credits per month which are pretty good if you need clean, well-segmented data of highly targeted prospects.
If you lose customers at a higher rate than you acquire new ones, your SaaS business is going to have a hard time. This is what UserPilot is for - it helps you activate your existing customers so they use your product the way you intended it to happen.
To get to this point, UserPilot uses customer segmentation. The tool gives detailed insights into who’s using your app and how - for how long, from which devices, and which portions of the app they are using. For example, you can target customers using only a specific aspect of your app and message them how to use it even better before they churn.
You can grab a free trial of the tool, but the paid plan will be worth your time if you have a problem with activation or churn. The starting price is $249, which may be a bit much, but if you have a pricey SaaS tool, it pays itself off quickly.
Having all the data can help acquire new customers and retain existing ones. This is where Amplitude helps, as it digs down deep into your customer behaviors within the app and not just on your website.
It can help you determine which features get used the most and by which audiences. It shows where customers drop off, which pages and portions of the app cause friction, and what aspects of your tool are most likely to drive customers to stick.
It can help you see how you’re currently performing, and Amplitude can also use the data you’re feeding it to predict future trends and outcomes. Within a few data points, you can see if a feature is going to succeed or not.
Unfortunately, it’s similar to the competitors in one aspect - you can’t find out the pricing just by looking at the website. The price you pay will depend on the volume of customers you have, but unofficial sources state that the basic plan starts at $5,000 per year.
Not all customers and leads are created equal, and the difference in how you treat them can majorly impact your bottom line. No matter what you sell, market segmentation is an activity that should be on your monthly, if not weekly, to-do list, as the gains can be massive compared to the time you invest.
One of the best places to start is just by asking your customers about their preferences, desires, overall satisfaction, and more. Sounds like your cup of tea? Start your free trial of Survicate today and enjoy creating beautiful and functional surveys that drive results.
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Mile is a content marketing strategist and writer and has been in the world of SaaS since 2016. You can find him writing on topics such as productivity and marketing
NET PROMOTER, NPS, AND THE NPS-RELATED EMOTICONS ARE REGISTERED U.S. TRADEMARKS, AND NET PROMOTER SCORE AND NET PROMOTER SYSTEM ARE SERVICE MARKS, OF BAIN & COMPANY, INC., SATMETRIX SYSTEMS, INC. AND FRED REICHHELD.