How to segment my list

[Julianamorenoh4]

Hi Folks! 

I'm now beggining in HubSpot, and I am trying to organize my lists. I have a recruitment company which has two buyers persona. Managers and Profesionals. Moreover, I create multiple lead magnets for them. I would like your recommendation on how to segment correctly. 

Should I segment by job title or by the action they do, for example, download a report? I am a bit confused! Thanks

[Julianamorenoh4]

Thank you so much for your answer! Then my question would be, how would you separate two buyers in the life cycle? 

[karstenkoehler]

Hi @Julianamorenoh4,

Could you give me an example of what you're referring to?

[Julianamorenoh4]

Yes! So, in my case, I have two buyers' persona. I already understood, based on the previous answer, that I could segment them by activity or behavior in the list. However, when you answer a form in Hubspot, they ask you to choose a lifecycle stage for this lead. 

How would you recommend managing both buyers' personas in the lifecycle stage? Should I maybe create something like lead buyer 1 / lead buyer 2? I added a screenshot of the options. Thanks! 

[karstenkoehler]

Hi @Julianamorenoh4,

Typically, a buyer persona is not linked with a lifecycle stage. The form gives you this option under the assumption that someone converting on this form has reached a certain point in your buyer's journey. Whether that's persona A or B is an entirely different question.

If you ask enough questions on your form (job title, department, industry), that's how you would be able to determine which buyer persona is currently submitting your form.

If this is an early touchpoint in your customer journey, I'd recommend keeping the form set to 'Lead'. If it's a later point, one that makes you think they might be ready for sales, it could also be 'Marketing qualified lead', for example a product webinar.

Let me know if you have any follow-up questions!

[karstenkoehler · Accepted solution]

Hi @Julianamorenoh4,

What exactly do you want the segmentation for? The segmentation depends on whether you want to simply analyze these lists, use them in reports, as recipients for follow-up emails.

Typically, it's the latter. If it is, I'd recommend thinking about the content you're planning to send. If you segment by job title, you'd have to make sure the content fits the job title. If you filter by activity, you'd plan your content accordingly.

Eventually, you need to think about what your contacts would find usefule and what you can realistically create for them.

Best regards!