Introducing Segments & Personas

Raise your hand if you find managing campaign audiences an admin nightmare. 

Building them, updating them, and zeroing in on the most relevant titles takes multiple tools and stitched-together workflows.

Then we still end up with audiences that are too narrow, too broad, or fail to align our different commercial teams.  

(We faced this ourselves running our own sales and marketing campaigns.) 

We’ve launched two new GoodFit features - Segments and Personas - to help you manage audiences across any GTM strategy.  

Not only helping preparing the Account-level data sets, but enriching every account with the highest-priority Personas. 

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What can Segments be used for?

Segments can help you organise and collect all the data you need to launch pretty much any go to market motion. 

Broadly speaking, there are three core motions:

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🤖 Programmatic outreach: Using an AI SDR, mass-scale outreach tools, or any other method to programmatically contact hundreds / thousands of prospects at one time.

When you're running outbound at scale with zero human touch, accurate campaign lists and enrichment data to power your messaging are absolutely core. 

Segments help you both identify the companies suited to specific value props, and enrich them with the very best-fit contacts for that particular campaign.

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📗 Book building: Distributing the highest-fit companies to reps - aiming for 100% rep attainment and maximising their activity volumes.

We have no room for error when it comes to the very best-fit accounts - nor do we want to waste valuable time trying to uncover the right buyer persona. 

Using our Scoring Analysis and Segments tools in tandem helps you identify priority accounts for reps, using score-based sorting and limiting to top N accounts. Each and every account is pre-enriched with the exact contacts we need to speak to. 

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🎯 Ad campaigns: Using filters and lookalike audience matching to run ads at target audiences.

As effective as ABM is for pipeline generation, skyrocketing CAC is something we absolutely need to manage. 

Relying on broad filters or lookalike audience matching is no longer enough. 

Building highly specific audiences in Segments means every dollar you spend is on qualified prospects who fit the exact campaign you’re running - with a LinkedIn Ads format CSV only needing a single click. 

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Watch our video guides to see how this works in practice here.

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How do Segments & Personas work?

There’s a lot that goes into the above GTM strategies, so how are Segments and Personas making this easier? 

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Segments

Segments help you identify companies that fit any of your GTM efforts, whether that’s building books of business for distribution, creating an audience for a programmatic outreach or ads campaigns, or simply organizing your data.

Segments have advanced filtering capabilities that allow you not only to filter by any data point in your dataset but also to include / exclude companies from your CRM or other segments, as well as specify the exact number of companies that are included in your segment.

You can make your segments dynamic, leaving it to GoodFit to check whether the accounts or contacts still match the segment criteria and find new matching records automatically.

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Personas

Personas allow you to enrich any company in the segment with the most relevant contacts - saving your reps time from manually prospecting and enabling you to run highly targeted campaigns in a matter of a few clicks.

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Native Integrations

Segments and Personas have been built with ease of orchestration in mind. You can sync any of the records in your segments to your CRM or data warehouse with one click. You can also make the sync automatic - making sure your data is up to date and no new matching records are missed!

How have we used Segments at GoodFit?

We practice what we preach and we’ve been actively using Segments and Personas for the last three months during the development. They've already had a huge impact on our GTM efforts:

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Before: Spending 1-2 days building account lists and finding contacts. 

With Segments: We can now do this in a matter of minutes, and faster iteration of messaging and campaigns has 4x’d response rates.

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Before: We were struggling with identifying prospects to invite to our events, like breakfasts - relying on our network and manually browsing LinkedIn. 

With Segments: We’ve built an invite list of 1,000+ local leaders, and our biweekly events are now full houses.

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Before: High-value accounts would sometimes be accidentally included in programmatic outreach.

‍With Segments: We’ve identified our top 100 accounts based on their propensity to buy. They'll now be automatically excluded from our programmatic efforts.

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Before: The manual effort of keeping on top of name/title changes at target companies meant we were only recycling once a quarter. 

With Segments: We now effortlessly recycle companies based on our re-engagement rules, as our dynamic segments functionality puts all data refreshes on autopilot.

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Want a personal demo? Pop your details at the bottom of this page to speak with our team!

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