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Market Segment Examples

New to segment building or want to increase your understanding of the principles and process? Check out these examples? Want more? Let us know!

Marketing to Independent Small Businesses

Your company sells retail software to independent small businesses and you want to create an email marketing campaign. From Segments, you select these signals to build your segment.

  • Industry = Retail, Restaurants, Professional Services
  • Chain = Not a Chain
  • Contact Has Direct Email = Yes

You deploy the segment directly to Marketo and build your email campaign. If you included the Contact Has Direct Email signal, you can run a contact-specific campaign.

Marketing to Businesses by Industry and Annual Revenue

Your company offers security management systems for professional services businesses—specifically in the Finance, Legal, and Healthcare industries—whose employees are likely to have passwords for devices. Pricing for your systems is structured as an annual contract, and you’ve historically done best with businesses making $500 thousand to $1 million annually. Your campaign will focus on outbound cold calls.

You have three sales reps to work the leads. Each rep has his or her own territory and they all want leads that have already shown interest in products like yours.

Insights shows signals where you’ve historically done well, so you start there to build your segment using these signals.

  • NAICS Code = Finance, Legal and Healthcare industries
  • Annual Revenue =  $500,000 to $1 Million

Save the segment, then open and edit it in Segments to include these signals.

  • Intent = Security Solutions, Password Management
  • Region = All three sales reps’ territories
  • Contact Has Phone Number

After you’ve built the segment, replicate it to make three copies. In each copy, select the territory of one of the sales reps. When deploying each segment, assign it segment to the appropriate rep as lead owner.

Multi-Channel Marketing to Independent Medium-Sized Businesses

Your company sells inventory management software to independent medium-sized businesses and offers an e-commerce integration. Your campaign will take a multi-channel approach, including Facebook and email campaigns aimed at net-new prospects. The purpose of your campaign’s content is to educate prospects on your e-commerce integration. From Segments, you select these signals to build your segment.

  • Web Technologies = Shopify, Magento, Bigcommerce, Woocommerce
  • Number of Employees = 100 to 249
  • Contact Has Direct Email

To execute the campaign to the Facebook channel, deploy the segment to Facebook. During that deployment, select the option to receive a CSV file of the segment’s records. To begin the campaign to the email channel, upload the CSV to your CRM. Then complete the campaign using your marketing automation tool.

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