How To Segment Your CRM Data For More Effective Sales and Marketing

Segmented Marketing Through CRMIf you are unable to segment the data in your CRM to produce lists of contacts to aid your sales and marketing activity then you are not utilizing it to its full effect.

Being a small business doesn’t mean you have to be small minded. It doesn’t mean you are not able to think big about who you are and what you bring to the market. It definitely does not mean that you can not be relevant in your interactions and add value when trying to ‘compete’ in today’s information society.

CRM solutions continue to evolve but this post is about remembering a) what foundation the industry was built on and b) how to leverage your data to grow your business by adding value.

Why Segment Your CRM Data?

Let’s not forget two key fundamentals of CRM.

Why? Because it is easy to forget what these solutions are and why they were built to help our businesses.

At Alderbest Solutions we like to remember that CRM solutions enable businesses to track and measure their own personal and company performance and build better relationships with people.

If the purpose of a businesses interactions is to add value, raise awareness and be relevant on the path to increased sales it is important to be able to segment your data so that you can do these this effectively. Otherwise you are only able to communicate on a mass level and can quickly fall into the trap of ‘hit and hope’ sales and marketing.

You may have 100 contacts, a 1,000 or 100,000. Regardless, do you think it is possible that you can make more of an impact by tailoring your message (regardless of the means of communication) to certain groups within these contacts?

If so keep reading.

How To Segment Your CRM Data

A true CRM, such as Salesforce.com or Zoho, enables you to create custom views or report  on any of the data within the CRM. So, with this said, having information available to report on is how you can segment your CRM data.

This is done by leveraging custom fields and tailoring existing fields to represent your business by knowing the groups of people and/or businesses you are likely to interact with and how you would like to add value through your messaging.

For example, if your business is:

  • A B2B IT Service Provider you may find it beneficial to tailor your outreach to certain companies in certain industries that use certain systems and have a certain number of employees.
  • A Yoga Instructor you may decide that people who are in certain age group that are new to yoga would be benefit from a particular message over other groups of your contacts.
  • An Insurance Broker you may feel that contacts with coverage provided by a particular company would benefit from hearing about a policy offered by a competitor.

When you know what you want to communicate, how you want to communicate it and to what groups of contacts you are able to tailor your CRM accordingly.

What To Do Next

Either you are using a CRM solution right now or not. Either way, here is what to do next:

  1. Populate this sentence; “I want to {insert action} all contacts that {insert criteria} who are/are not {insert criteria}”. This may read; ” I want to email all contacts that have not purchased from us who are yet to trial our product”. (Note – you may find that you want to add one or two additional criteria to this sentence for further segmentation. That is of course fine.)
  2. Go to your database or CRM and pull a list of all contacts that meet your specified criteria. If you are unable to do this it is recommended to either start using a CRM or to review how your CRM is currently setup to enable you do this moving forward.
  3. Create a value add message that can be delivered through your choice of action.
  4. Complete your activity and track the results.

If you’re looking to learn more about leveraging CRM to grow your business make sure you download the free e-book below.

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