In a world where our sales and marketing efforts rely on generated data, strategic management of a customer relationship management (CRM) system plays a key role in success. CRM systems are renowned for their advanced functionalities, enabling you to structure and exploit your customer data strategically. Among these key features, database segmentation stands out as an essential approach to grouping your contacts according to relevant criteria.
In this article, we'll look at how to fully exploit the potential of a CRM by performing precise segmentation of your database, taking advantage of stored objects, properties, lists and views. This approach will enable you to personalize your interactions, increase engagement and boost your sales performance.
1. Understanding the importance of segmentation
Segmenting your database isn't just about organizing it. It allows you to create groups of contacts sharing similar characteristics. This strategic approach promotes the personalization of communications based on the interests, needs and behaviors of each segment. Proper segmentation ensures that your messages are relevant, maximizing engagement and conversions.
2. Using objects and properties
CRMs rely on objects such as contacts, companies, transactions, tickets, and products, to name but a few. These objects contain properties that capture details specific to each object.
For example, for a contact, you'll be able to find a surname, first name, email address as well as a phone number, while for a company, you'll be more attentive to sales, number of employees, sector of activity etc. You'll be able to further segment each of your objects by creating custom properties relevant to your business, such as location, sector or interests. These properties will serve as the basis for categorizing your database.
Note that each of the objects mentioned above is intended to be associated with another. For example, for a given company, you'll be able to attach all its associated contacts to it. The same goes for the rest of the objects. The advantage is that you'll be able to obtain more complete and separate information.
To find each object in your CRM, go to Settings, Data Management, then Objects. Just above the objects, you'll find a link to property management.
3. Creating lists based on properties
Lists in CRM are dynamic or static groupings of contacts, companies or transactions based on specific criteria. Use the properties you've defined to create relevant lists. For example, create a list of contacts based on their business sector or geographical location. These updated lists enable you to precisely target your communications. They can be used for email marketing mailings or as input conditions in your CRM workflows, for example.
4. Advanced segmentation with recorded views
Registered views are predefined and/or customizable dynamic segments based on properties. They offer you more sophisticated segmentation. For example, you can create a saved view for contacts in a certain sector located in a specific geographical area. These saved views enable your teams to always have an overview of particular contact segments, and to be able to take action quickly if necessary.
5. Analyze the evolution of your database
The use of segmentation doesn't stop at creation. Keep a close eye on the evolution of your database thanks to your CRM's reports and dashboards. You'll be able to create tracking reports on the number of new contacts generated per day, month, week, year, look precisely at how a segment of your database has evolved, what the sources of acquisitions are etc. All these points of analysis will be crucial to better monitor the efforts generated by your various teams.
In conclusion, database segmentation with a CRM is a cornerstone of personalized customer interactions. Using objects, properties, lists and saved views, you can create targeted segments that will lead to more relevant communications and more specific follow-ups. This approach strengthens engagement, increases conversions and fosters stronger customer relationships.