Overview
Segmentation lets you define precise groups of contacts based on attributes and behaviors. Unlike static audiences, segmented audiences continuously evaluate contact data against your conditions. This ensures your targeting, automation, and reporting stay aligned with real-time customer activity.
You can create conditions using variables, audience membership, form submissions, page visits, and paid search interactions. Conditions can be combined with logical operators (equals, contains, is known, etc.) and grouped with AND/OR logic to build advanced filters.
Condition Types
When creating or editing an audience, you can choose from multiple condition types:
Variable: Match contacts based on CRM fields (e.g.,
industry equals "Healthcare",job_title contains "VP").Audience: Nest existing audiences inside new ones (e.g., contacts in “Customers” AND “Champions”).
Form submission: Include contacts who submitted a specific form (e.g., demo request form).
Page visit: Segment by contacts who visited URLs or paths (e.g.,
/pricingpage).Paid search: Target by paid campaign interactions (e.g., UTM source equals
google).
Operators
Each condition includes operators to refine your criteria:
equals / does not equal: Exact match comparisons.
contains / does not contain: Partial matches for text fields.
is known / is not known: Presence or absence of a variable value.
in audience / not in audience: Membership filters when referencing other audiences.
Operators let you create precise definitions (e.g., industry equals SaaS AND title contains Director).
Grouping Conditions
AND: All conditions within the group must be true.
OR: At least one condition within the group must be true.
Nested groups: Use groups inside groups to build layered logic (e.g.,
(industry equals SaaS OR industry equals Fintech) AND title contains VP).
Actions You Can Take With Segmented Audiences
Once created, segmented audiences are actionable throughout Conversion:
Send campaigns: Use audiences as recipient lists for emails, ads, and workflows.
Workflow triggers: Enroll contacts into automations when they enter or exit an audience.
Reporting: Analyze performance for specific cohorts (e.g., “All contacts with >3 pricing page visits”).
Ad sync: Push audiences to connected ad platforms for retargeting.
Best Practices
Start broad, refine later: Begin with high-level filters, then add nested groups for precision.
Leverage known/unknown checks: Ensure audiences exclude incomplete or unqualified records.
Reuse with audience nesting: Build reusable building blocks (e.g., “Open Opportunities”) and combine them in new audiences.