Marketing segmentation is a major topic of discussion among marketers since it is not only profitable but cost-effective. Simply put, it’s the process of sorting your customers into groups of like individuals. Companies tend to segment their customers on the basis of their needs, priorities, demographics, psychographics, and behavioral criteria.

Once customers are segmented into similar groups, companies can target their communication with each specific group. Targeted communication means that these companies have personalized and relevant customer conversations that add value. The response and conversion rate for the company will increase and the acquisition cost will decrease.

In fact, according to a study by Bain & Company, 81% of executives found that segmentation was crucial for growing profits.

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We could list a hundred reasons for you to start doing marketing segmentation, but we believe this cartoon sums up most of them:

Using Interactive Content to Better Segment Your Leads in HubSpot

Before we move ahead, we recommend you read this detailed guide on segmentation by Hubspot. It lays out the two major dimensions of segmentation (namely, buyer persona and lifestyle stage) and how you can use those dimensions to define your segments. It also explains how you can pursue segmentation with Hubspot’s Personas Tool.

Now that you’re aware of the importance of segmentation, how do we achieve it? Two words: interactive content.

Interactive Content (as its name suggests) is content that requires active participation from its users. It can help you segment your leads in a much more efficient way — in Hubspot, as well as other management systems. We’ll walk you through it.

Interactive content includes recommendation quizzes, assessments, calculators, contests, polls, and much more. And this interactive content can help you collect valuable information about your potential customers.

Then, you can use this information to better segment your leads in Hubspot. If there's one thing we hope you take from this blog, it’s this: the more detailed your data, the better your segmentation.

But what is it about interactive content that helps you collect so much data without intruding and annoying your customers?

Using Interactive Content to Segment Leads

Ever heard of the proverb: “You scratch my back and I’ll scratch yours”? Interactive content thrives because of this concept.

Customers tend to give more information about themselves when they are getting something in return. Interactive content provides value to the customers by answering their pressing queries. And what do you do with an abundance of relevant customer information? You segment it.

Pro Tip: Follow these interactive content best practices to create experiences that collect the most valuable information for you.

Ways to Use Interactive Content to Segment Leads

In this section, we’ll show some of the ways you can segment your leads using interactive content. And we’ll pepper in a few tips that will help you maximize your conversion rate.

So, what do you say? Ready to know some trade secrets?

1) Ask demographic questions

Demographics can include age, income, occupation, and even education. Interactive content can help you gather that information in the easiest way possible.

For instance, let’s say you own an ecommerce business and want to segment prospects by age. You can send them a quiz titled "Which Makeup Set Suits You Best?" Within that quiz, ask the user for their age as one of the questions.

Similarly, you can collect other demographic data from your audience such as gender, nationality, or more. To make the process more conversational, use a chatbot instead of a quiz.

Pro Tip: People love to share stuff that makes them feel good. Research shows that people share items that boost their egos. To ensure maximum shares for your quiz, use positive language on the results page.

Also, visuals are processed 60,000 times faster than images — include visual aids such as graphs and photos.

2) Assess product knowledge

You can find out how familiar your users are with your product or service through a product knowledge assessment. Add an incentive to urge participation. For example, an interactive content tool like Outgrow can send a "Test Your Outgrow Knowledge" pop quiz to their leads. People scoring above 90% can get a free t-shirt or an extended trial of the product.

This information is invaluable to your business because it will tell your marketing and sales teams which of their leads can receive a sales-focused campaign. It will also help them design educational material and product tutorials for the leads with low product knowledge.

Pro Tip: Make this assessment more effective by adding a countdown timer and randomizing the questions to prevent cheating. In fact, research shows that the presence of a countdown timer creates an 8.6% lift in conversions. Plus, it induces the fear of missing out (FOMO) — 56% of social media users experience FOMO. Encourage your leads to share their results on social media and take advantage of FOMO to attract new leads.

3) Calculate expected return on investment (ROI)

You can segment your leads by how much ROI they're likely to get out of your product or service. This will help your sales team figure out which leads to pursue first. You can do this by sending your bottom of the funnel leads a simple ROI calculator. This will help your leads get an idea about what they stand to gain by using your product. The calculator will collect the lead’s information and provide them with a real-time answer.

You can then target your customer communication this way, too. For instance, you can create offers with custom packages offering only the services that they will require. Or, you can offer limited-time discounts to high-intent customers through email marketing efforts.

Pro Tip: Leads tend to drop out when it takes too much effort to answer. To get the maximum amount of data, create a quick experience that provides instant results. Use numerical sliders and multiple-choice questions (MCQs) instead of open-ended answer boxes.

4) Product or service preference

If you sell multiple products or services, segment your leads by the one that appeals most to them. You can do this by using a simple segmentation funnel. Ask your leads which product features they’d be most drawn to. Based on their answers, you can create detailed buyer personas.

For example, say you have an ecommerce store that sells sports watches. If you want to know which of your product lines appeals most to your leads, you can make a quiz like the one below to see the most popular color and design preferences.

Pro Tip: To make such interactive experiences even more engaging, base them around trendy topics. Google Trends lets you know what’s trending in a country or category. You will get plenty of content ideas based on category and location.

For instance, you can revamp the quiz above based on trending topics to get something like “Select a Sports Watch And We’ll Tell You Which Endgame Character is Your Spirit Animal.”

How do you add these segmented leads to your HubSpot workflow directly? Thankfully, Outgrow allows you to segment your interactive content leads within the tool. Then, you can easily set up your workflow accordingly.

How To Add Your Segmented Leads to a HubSpot Workflow

As it turns out, this step is just as easy as the previous one. Maybe even easier — we’ll let you be the judge of that.

Through your interactive content, you’ve already found qualified leads. Now, how can you ensure these leads are interested in further communication with your brand? You guessed it — a double opt-in.

How to do a double opt-in

After you have collected all the relevant information from your leads, head over to your HubSpot account.

1) Navigate to ‘workflows’ and create a new one. Name your workflow and select its type.

2) Next, set your enrollment trigger. An ‘enrollment trigger’ allows you to start off a Hubspot workflow if it meets the enrollment criteria. You can select the type of triggers you want to use to enroll your contacts. In our case, the workflow will be based on the prospects who will fill the lead form of your Outgrow interactive experience. After, this information will be sent to HubSpot. And we will enroll contacts who have the property (Source='Outgrow') in one of their contact properties.

3) Select ‘Send Email’ as your action. You can also add a confirmation email that triggers when a prospect opts in/out. Create a draft for the opt-in/out email.

Pro Tip: Make sure it has a strong CTA and actionable content. You have worked too hard to lose your leads at this stage.

4) Remove the prospects that have opted-out from your list. Create two smart lists with prospects that have opted-in and those who chose not to.


We know — that was a lot of information to get your head around. You can start by experimenting with one type of segmentation and can add more with time. Moreover, you can identify customer segments after research, data collection, and of course, data analysis. Most importantly, you have to set goals for your segmentation strategy. Once identified, goals can streamline your entire segmentation process.

What are the other ways you can segment your leads efficiently? Brainstorm ideas and try out your own methods to find what works best for you and your company.

Want to connect with others on HubSpot tips, tricks, and updates? Head over to the HubSpot Community to join a conversation or start one of your own.

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Originally published Oct 31, 2019 10:00:00 AM, updated October 31 2019