Marketing Database Segmentation - Project Details / Task List
Tag: database-segmentation
Total Hours: 38h
Structure: Single Milestone (<=50h)
Milestone: Marketing Database Segmentation
Description: A strategic and technical implementation project that creates a segmented marketing database enabling targeted marketing efforts through defined segmentation criteria, enriched data, and operationalized segments in the MAP/CRM.
Task List: (Database Segmentation) 1. Strategy & Data Enrichment
Contains: Parts 1-2
| Task | Est | Description |
|---|---|---|
| 1. Assess Current Database State | 2.5h | Audit the existing database to understand data quality, completeness, and any existing segmentation. End state: Gap analysis documenting current state, data quality issues, and segmentation opportunities. • Pull database summary from CRM/MAP (total records, field completion rates, duplicate count) • Review existing segments, lists, or filters currently in use • Interview marketing and sales stakeholders on current pain points with database targeting • Document which fields are populated vs. empty (industry, company size, revenue, location) • Quantify data quality issues (duplicates, outdated records, non-standardized values) • Assess percentage of contacts associated to companies vs. orphan records |
| 2. Define Segmentation Criteria Framework | 2.5h | Establish the specific criteria and dimensions that will be used to segment the database. End state: Approved segmentation framework document with 3-5 primary segmentation dimensions. • Identify firmographic criteria (industry, company size, revenue band, geographic region) • Define behavioral criteria (engagement level, product interest, buying stage) • Determine technographic criteria if relevant (tech stack, tools used) • Align segmentation criteria with ICP and target account definitions • Prioritize 3-5 primary segmentation dimensions based on business impact • Get stakeholder sign-off on segmentation framework (Marketing, Sales, RevOps) |
| 3. Map Data Requirements to Sources | 2h | Identify what data is needed for each segmentation dimension and where it will come from. End state: Data requirements matrix showing each field, source, and enrichment method. • List all data fields required for defined segmentation criteria • Identify which fields exist in CRM vs. need enrichment • Map enrichment sources for missing fields (Clay, ZoomInfo, Apollo, Clearbit) • Document data standardization needs (industry values, company size bands, job title normalization) • Estimate enrichment costs and coverage rates by source • Create data requirements matrix with field, source, and priority |
| 4. Execute Data Enrichment | 3.5h | Enrich the database with missing segmentation fields from third-party data providers. End state: Target fields populated for 85%+ of account/contact records. • Set up enrichment tool connections (Clay, ZoomInfo, Apollo, or similar) • Configure field mappings between enrichment tool and CRM/MAP • Run enrichment on account/company records first (industry, size, revenue, location) • Run enrichment on contact records (job title, department, seniority level) • Validate enrichment results with spot checks (10-20 sample records) • Document enrichment coverage rates and any gaps requiring manual research |
| 5. Standardize Field Values | 3h | Normalize enriched and existing data into consistent, segmentable values. End state: All segmentation fields contain standardized values from defined picklists. • Create standardized picklist values for industry (consolidate variations like "Tech" vs "Technology" vs "Information Technology") • Define company size bands with clear thresholds (1-50, 51-200, 201-1000, 1000+) • Normalize job titles to standard roles (C-Level, VP, Director, Manager, Individual Contributor) • Build automation rules or use tools like Insycle to apply standardization • Validate standardized values match across MAP and CRM • Document standardization rules for ongoing data governance |
| 6. Clean and Deduplicate Database | 2.5h | Remove duplicates, merge records, and clean invalid data to ensure segment accuracy. End state: Database deduplicated with <2% duplicate rate and orphan contacts associated to companies. • Run duplicate detection on contacts and companies (use native tools or third-party) • Merge or delete duplicate records following defined merge rules • Associate orphan contacts to companies using domain matching or manual research • Remove invalid records (bounced emails, defunct companies, test data) • Verify data sync between HubSpot/Marketo and Salesforce after cleanup • Document final record counts and data quality metrics |
Task List: (Database Segmentation) 2. Build & Enablement
Contains: Parts 3-4
| Task | Est | Description |
|---|---|---|
| 7. Create Segment Definitions | 2.5h | Define the specific filter criteria for each segment in the MAP/CRM. End state: Documented segment definitions with clear inclusion/exclusion criteria. • Translate segmentation framework into specific filter logic (AND/OR conditions) • Define segment naming convention for consistency (e.g., "Industry: Technology |
| 8. Build Segments in Marketing Automation Platform | 3.5h | Create the actual segments/lists in HubSpot, Marketo, or other MAP. End state: All defined segments live in MAP with contacts dynamically assigned. • Build active/smart lists for each segment in MAP • Configure dynamic membership criteria so contacts flow in/out automatically • Test segment membership with sample records across different criteria combinations • Verify segment counts match expected estimates • Set up segment exclusions where needed (do not email, competitors, etc.) • Document any segment dependencies or nesting relationships |
| 9. Sync Segments to CRM | 3h | Ensure segment data is visible and usable in Salesforce/CRM for sales team. End state: Segment fields visible on account/contact records in CRM with accurate sync. • Create or update CRM fields to store segment values • Configure MAP-to-CRM field mapping for segment fields • Set up sync rules to push segment membership to CRM • Validate sync is working correctly with test records • Verify segment fields are visible on account and contact page layouts • Test sales team can filter views and reports by segment criteria |
| 10. Update Marketing and Sales Reporting | 3h | Modify existing reports and dashboards to leverage new segmentation data. End state: Key reports show segment-level performance metrics. • Identify existing reports that should incorporate segment dimensions • Add segment filters and breakdowns to marketing performance dashboards • Update pipeline reports to show conversion by segment • Create new segment performance report (records per segment, engagement by segment) • Validate report accuracy with spot checks against raw data • Document any reporting limitations or caveats |
| 11. Train Marketing Team on Segment Usage | 2h | Enable marketing team to use segments for campaigns and targeting. End state: Marketing team self-sufficient in using segments for campaign targeting. • Schedule training session with marketing team (30-45 minutes) • Demonstrate how to use segments in email campaigns, ads, and workflows • Walk through segment selection and exclusion best practices • Show how to interpret segment performance reports • Create quick-reference guide for segment usage • Record session for future reference and new team members |
| 12. Train Sales Team on Segment Filters | 1.5h | Enable sales team to use segment data for prioritization and outreach. End state: Sales team can filter and prioritize accounts using segment criteria in CRM. • Schedule training session with sales team (20-30 minutes) • Demonstrate how to filter account/contact views by segment • Show how to identify high-priority accounts using segment data • Walk through segment fields on record layouts • Address questions about segment definitions and updates • Create quick-reference guide for sales segment usage |
| 13. Document and Hand Off to Client | 2.5h | Transfer ownership of segmentation system to client with full documentation. End state: Client self-sufficient with documentation, governance rules, and admin access. • Compile segmentation framework documentation (criteria, definitions, logic) • Document data governance rules for maintaining segment quality • Create troubleshooting guide for common segment issues • Transfer admin access and credentials to client RevOps • Schedule 30-day check-in to address questions • Close out project with delivery confirmation |
Summary
- Total Task Lists: 2 (consolidated from 4 Parts)
- Total Tasks: 13 (one per Step)
- Total Hours: 38h
- Generated from: playbook_marketing-database-segmentation.md
- Generated on: 2025-12-31