Friday, 23 February 2018 - 4 minute read

Imagine you’ve just started the most successful inbound marketing campaign and the leads are just pouring in. The next step is to nurture those leads until they’re ready to buy. To make sure you get the right message to the right person, you can use the following inbound customer segmentation strategy.

A quick recap on lead nurturing

At this point, you probably know that your customers follow a number of discrete steps from figuring out a problem to selecting the right product or service.

This is called the buyer’s journey, and it looks a little bit like this:

  • Aware
    Your prospect or lead is trying to increase his awareness regarding a certain opportunity or problem.

  • Consider
    Your prospect or lead is considering and comparing the various solutions to his problems.

  • Decide
    Your prospect or lead is deciding on which specific from which supplier he should purchase.

If someone has downloaded a piece of content on your website and has become a lead, your task is to follow up with other pieces of content that take him further down the buyer’s journey, one step at a time.

This is essentially what lead nurturing is, and it’s largely done by sending emails containing content and a specific call to action.

By segmenting your leads and adapting the content you send, you’ll make sure everyone keeps moving in the right direction.

Segmentation starts with personas

Remember the personas you developed at the start of your inbound journey? Of course you do, they helped you create the content offer that resulted in a download – and a lead – in the first place.

But that’s not the end of the persona’s value. In HubSpot (and other inbound marketing tools), leads you win through content offer downloads are automatically sorted into contact lists that you can customize to your liking.

This is where segmentation comes into play. Start creating lists based on personas, and tailor your message as thoroughly as you want:

  1. Persona based
    list Communication should change in line with the persona, allowing you to focus on your lead’s goals, challenges, and behavior.

  2. Persona in a certain buyer stage
    By checking the content your lead looks at, you can even determine what buyer stage he or she is in. Take this into account to make your messaging even more effective.

  3. Persona in a certain buyer stage in a certain type of company
    Personalization is key in communication. Determine what type of company your lead is in (through a form), and tailor your message accordingly.


Sounds like pretty solid segmenting? You can still take it a step further by factoring in the specific interests of a certain lead. This allows you to send even more pinpointed content, or propose more relevant solutions.

Lead scoring tells you when to pick up the phone

Knowing how to nurture your leads based on segmentation is one thing, knowing when to proactively reach out is another.

That’s why many marketing automation tools offer a feature called lead scoring. By attributing a score to certain lead behaviors and setting a score threshold, you know exactly when your lead is ready to have a chat.

These behaviors can be anything from accessing certain content (like a customer case) or clicking the contact button. The score threshold you set is, of course, arbitrary but should always be high enough to warrant a welcome call.

We’ll help you find the right flow

Lead nurturing is all about sending the right content to your leads to help them take the next step.

This sounds easier than it is, because you need to master both the strategic part – “what kind of content are we going to send?” – and the operational: setting up email flows, actually creating content etc.

We can help you reach your lead generation goals by addressing both challenges. In a collaborative approach, we’ll set up the flows that help you sell not only more – but better.

Want to talk leads? Let us know!

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