What Is Segmentation?
Segmentation categorizes your audience into different subgroups based on a defined criterion that you establish in a Smart List. Once you create those subgroups, those are called segments. The best way to think about it is that a segmentation is a permanent smart list with the segments being the different targeted audience you define.
Segmentation plays a big role when you are building the content on multiple languages or seperate content for seperate business or based on any other criteria depending on your business uses.
You might have already used the segmentation for known lead (already member of your marketo database) and if not then you must give it a try by following below process:
But the real question is how to use segmentation for Anonymous Leads?
So there is only one case where your targeting audience will be anonymous leads and that is, when you will doing lead generation campaigns. So now you need to create dynamic content for anonymous leads and in this case you will be using landing page (with or without snippet). So basically when you will be setting up your campaigns in the facebook/Google Adwords or any other channel, you will be setting up seperate campaigns for each country or region. Which means, your targeting audience is already set on the basis of country or region or any other criteria.
I will explain the further process though an example of one business case.
For example: we have 6 college campus and I want to build one landing page with dynamic content for all six campus. I don't want to create multiple assets. I used below process to achieve this:
Now here is the catch. You have to create the query string url by using following method:
Landing page URL + ? + Segmentation Name = Segment Name
Look into the above image. I have created query string URL with Segmentation Name and used segment name as value and it's perfectly working. As you might see, I have used Adelaide in the query string, landing page content is showing the content for Adelaide only. If I use Brisbane then, it would show up different content.
NOTE: Although we have created the segmentation and used it to create dynamic content section in our landing page but when we created the query string URL, we sidestepped the rules or criteria of segments and it is working on the basis of query string. But still you would need at least segmentation name and segment name accurately as you have defined in the URLs.
This method might save us from creating so many duplicate assets and we can utilize the same time to improve some other processes.
I hope this article will help you. Just in case, you come across any mistake or have any recommendation, it would really be helpful to make it more better.
Getting regular feedbacks can be very useful.
Sant Singh Rathaur
Great article. Thanks for sharing.
You're most welcome Gursimran Chandhoke.
Sant Singh Rathaur Very Valuable knowledge share out!
Thanks Khyati Panwar!
Great Write up Sant Singh Rathaur!
Thanks Karan Hari!
If i am getting it correctly - If we reach to Marketo landing page/Email from system(other then Marketo) and passing parameters through query string post CTA action . It will react as per parameter value passed..?
Hi Priyank Saraswat, wishing you very happy new year.
Marketo segmentation works with marketo landing page/emails. So basically first you have to define the segments based content on your landing page and then you can create queryastring urls (use the same segmentation name and segment name) to populate the content.
Give me a call if you want more information.
Great Article Sant!