Segmentation Use Case - Corporate Communications


In this example we'll demonstrate how to build a dynamic segmentation which can be used for corporate communications. This process may be useful for start-ups looking to raise funding who want to keep potential investors and advisors updated. Perhaps your company has already secured financing and you need to keep the Board of Advisors and analysts updated. Regardless of the stage of your company, being able to easily segment your database and have a resulting list available at your fingertips to export or use for corporate communications without having to go back into the system and rebuild the rules and list is tremendously valuable. In the specific example below, we pretend we're building a list of analysts, advisors, investors, mentors and partners to keep them updated with the latest events in our company. 


Step 1: Create a New Segmentation

Create a new segmentation by going to New > Segmentation

Step 2: Filter the Database

Select the criteria you want to use to filter your database. In this example, we're selecting all Prospects who have a certain account type, defined by the "Type" filter. First, search for the "Type" filter in the search box then drag & drop the filter into the canvas on the right (green to green). 

Step 3: Enter Criteria

Configure the filter by choosing "equals" from the drop down. Then click the green plus to the right to select multiple values. In this case, we enter Analyst, Board of Advisors, Board of Directors, Investor, Mentor, Prospective Partner, Referral Partner and Reseller Partner on individual rows. 

Step 4: Preview Results

Click the "Preview" button to see the Prospects matched by Lead Liaison based on the chosen filters. 

Step 5: Schedule and Run

Choose "Dynamic" from the Match prospects drop down to build a dynamic list. A dynamic list is always built for you, which prevents the need to go into the system and re-run the same process to build the list. Choose the "Frequency" in which you want to have the list built. Usually Daily is more than sufficient for dynamic segmentations. Choose how often you want to repeat the list building process. 

Make Sure to Build a List

If you plan to use your segmentation for email marketing purposes, make sure to click the "Show Advanced Settings" link at the bottom of the Save and Schedule page and select the "Build List" option. This will build an email marketing list which you can use for communication.

  • Validate your list members by going to Prospects > Lists. Click the number next to the list you've built to see the memberships. 

Step 6: Build Email Campaign

Now that your list is built, build an email campaign to send to the list. To do this, click New > Email. Build your html and text version of the email message. 

Step 7: Send Communications

Now that your email marketing message has been built, click the send button next to "Mass Email" under the Design tab to send your message to your list. Alternatively, click Content > Email > Send Email Campaign 

Step 8: Select the List 

Select the segmentation list that you built by checking the appropriate box. Note, you can send to more than one list if you like. 

Step 8: Send It!

Select the email campaign built in Step 6 from the drop down next to "Send This Email Campaign". Enter in the Send From Name, Email and Reply to Email Address and click next. Uncheck the "Yes, send my email campaign now (untick to schedule)" to send your email at a different day/time. 

Get Results!

Most importantly, it works!