Why Marketing Cloud Segmentation is Key to Optimizing Audience Outreach
Rob Turner

Audience outreach can be accelerated and simplified with the help of modern cloud solutions, with Salesforce providing some of the most potent tools in this segment.

Of course you still need to be savvy about the way you use this type of platform, so here is a look at how optimization can be achieved when it comes to successful segmentation.

Understanding the basics

Building effective campaigns is not just about crafting the content carefully, but about knowing who you are crafting it for.

Audience outreach is more impactful if you can segment your prospects and tune your campaigns to gel with their tastes, needs and expectations.

Cloud services like Salesforce empower you with immense volumes of data on your audience over time. Thus optimizing outreach is predicated on perfecting how you harness this information.

Roadblocks are made surmountable

There are all sorts of obstacles that lie in the path of a marketer who is attempting to segment their audience in order to connect with them more effectively.

This is not just a case of being hampered by a lack of data, but also of being overwhelmed by info and thus overdoing it with the number of segments you create.

Likewise if you lack technical database manipulation skills, you might be incapable of implementing this type of strategy in the first place.

Thankfully the Drag and drop segmentation Salesforce Marketing Cloud affords users, via the assistance of third party platforms, lets you overcome the aforementioned hurdles and glean influential insights in less time.

Filters give you flexibility

Sticking to rigid segments is not always useful, especially as demographics are often loosely grouped and some audience members might straddle several niches so might fall through the cracks if you are overly prescriptive.

Thankfully with the latest cloud-powered solutions you can adjust filters and apply them across your entire customer base, creating unique segments according to the specific needs of the campaign you are running.

Whether you have a need to specify an age group, single out customers on a geographic basis, target them according to previous purchases or anything in between, filters make segmentation more flexible and also let you populate a list of prospects quickly.

Behavioral & psychological insights are valuable

Another of the cloud-enhanced capabilities of modern segmentation techniques revolves around the ability to assess individuals and group them according to how they behave, not just on their basic personal information.

This gives you far more precision when putting together segments, since not everyone in the same age category will follow the same patterns or be attracted by the same elements of a campaign.

Looking into purchase histories of existing customers is one way to go about this, although of course this relies on having already converted consumers in the first place.

You can also base assumptions on interests that you have explicitly asked customers to tell you about at the point of sign-up. Being able to put people together based on their psychological similarities is yet another means of optimizing segmentation with the aid of cloud resources.

Findings can inform other projects

It is worth pointing out that although audience outreach and the segmentation that leads to improved efficiency in this area is typically talked about because of its benefits for sales and marketing, the insights you accumulate here are applicable elsewhere within an organization.

From shaping post-sales support to providing the groundwork for innovations in researching and developing new products and services, cloud tools that tell you about who your audience are and what they want should be celebrated in every department.