Marketo Segmentation allows you to define rules to categorize your audience based on fields to bucket them into individual segments. Segmentation is crucial to the utilization of your Marketo database and gives you the ability to analyze your data for planning your marketing outreach.
The presence of a Default section in Marketo Segmentation is essentially a fallback category and is often overlooked. While various segments are based on specific criteria to catch and categorize your audience, the Default segment catches all the leads who do not meet the criteria for any of the other segments defined in that segmentation.
Here’s how Default Segment in Marketo works
💡If a lead does not match the conditions for specific segments in your segmentation, it automatically falls under the Default segment.
💡The Default segment ensures that all leads are accounted for, even if they don’t meet the predefined segmentation rules.
💡This is particularly useful for identifying and avoiding gaps, as it prevents any lead from being left out of a segmentation.
Example Use Cases
Case 1: You have a segmentation for the Industry with segments like Technology, Healthcare, Education, and Finance. If a lead’s industry data is missing or doesn’t match any of these segments, they will be placed in the Default segment.
Case 2: You have segments defined for Lead Sources like Organic Search, Paid Search, Social Media, Direct Traffic, Email, etc. If you want to create specific messaging based on the source of each lead, you can segment by lead source. However, if a lead comes from an unrecognized source or if the lead source is blank, they would go to the Default segment.
Case 3: You have Geographic Segmentation for Regional Campaigns with segments defined s.a. NA, EMEA, APAC, LATAM, etc. You want to run a global campaign and customize messaging based on region. If some leads don’t have a region specified or fall outside of these defined regions, they’ll go into the Default segment which also indicates that their geographic information is missing.
Fret not....here's how you can manage the Default segment!
- Enhance Data Collection: Collect more data values on leads to ensure they fall into defined segments. For example, use progressive profiling, adopt global forms with fields required to segment your leads, standardize processes for list import and data sync to Marketo, strategize enrichment for missing data values, create ongoing data normalization campaigns, etc.
- Refine Segmentation Logic: Regularly review and update segmentation criteria to ensure they capture as many relevant leads as possible and reduce the reliance on the Default segment.
- Create Temporary Buckets: Use temporary or transitional smartlists for leads with incomplete information, then move them to the appropriate segment as you gather more data.
- Personalize Default Messaging: If leads must be in the Default segment, you can still keep the messaging engaging and relevant. Generic doesn’t have to be irrelevant.
- Analyze to Optimize Regularly: Continuously analyze the Default segment to identify trends, adjust segmentation rules or update data values, and improve targeting.
Key Takeaways and Points to Remember!
👉 Every segmentation in Marketo has a Default segment, and you cannot delete or rename it.
👉 It acts as a catch-all bucket for leads who don't match any specific segment criteria.
👉 While the Default segment can be a useful catch-all for uncategorized leads, it’s important to minimize its use.
👉 By having a well-defined Default segment, you ensure that all leads have a place in your segmentation strategy.
👉 If you’re using segmentation for dynamic content, the Default segment will display fallback content to uncategorized users.
👉 You might not be able to assess the success of different segments or targeting strategies accurately due to skewed reports.
👉 CX and CSAT can get damaged when leads in the Default segment do not receive the tailored experiences they might expect.
Final thoughts...
To deliver a personalized and effective marketing experience, it's essential to continually refine your segmentation approach and minimize the use of Default segmentation. By enhancing data collection, optimizing segmentation criteria, and actively monitoring the Default segment, you can ensure your leads are more accurately categorized and receive the tailored content they deserve. After all, great marketing is about reaching the right people, with the right message, at the right time—and minimizing the Default segment's usage brings you one step closer to achieving just that.
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