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Easily Create Targeted Marketing With Marketo Segmentations

Written By Frank Strube

December 8, 2022

Many of our clients use Marketo, a popular marketing automation platform, to help streamline their marketing efforts and improve customer engagement. We all know customers are looking for more relevant content and personalized experiences, but delivering on the expectation of one-to-one marketing can be a challenge. Luckily for Marketo users, there’s an easy way to use key data points to create personalized campaigns on a larger scale.

One of the key features of Marketo is the ability to create Segmentations, which allow you to divide your audience into smaller groups based on common characteristics or behaviors. This can be incredibly useful for targeting your marketing efforts and personalizing your messaging.

Creating a Segmentation is relatively easy. First, navigate to the “Database” area of your Marketo instance. Then, right-click on the “Segmentations” folder and click “New Segmentation.”

Screenshot of Marketo New Segmentation

A dialog box will pop up where you can provide a name and description of your Segmentation. Every Segmentation starts with a Default Segment, and you can add as many other Segments as you want.

Screenshot of naming your segmentation in Marketo

Once you click the “Create” button, your Segmentation will be in “Draft” mode. You will be able to define the Smart List filters for each of your Segments and then approve the Segmentation to make it official.

Screenshot of creating a draft segment in Marketo

A Segmentation isn’t complete until it is approved, so don’t forget to perform this crucial step.

Screenshot of approving the Marketo segment

One of the great things about Marketo’s Segmentation feature is that it can be used in conjunction with other tools to create even more powerful marketing campaigns. For example, Banjo, our direct mail automation software, allows users to create custom direct mail campaigns based on their Marketo Segmentations. This means you can use your Segmentation criteria to create personalized, targeted direct mail that aligns with your digital tactics.

Marketo’s Segmentation feature is valuable if you are looking to improve your customer engagement and personalize your marketing efforts easily and efficiently. By dividing your audience into smaller groups based on common characteristics or behaviors, you can target your marketing efforts more effectively and improve the relevance of your messaging. And with tools like Banjo, you can use your Segmentation to create custom direct mail campaigns that drive even better results.

Over the next few months, we’ll be publishing a four-part blog series on how to use Marketo Segmentations to personalize your cross-channel marketing. If you haven’t already, subscribe to our newsletter to have the latest blog content delivered to your inbox each month.

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