A Segmentation is the process of dividing a company's target market into specific subgroups based on similar characteristics, such as demographics, behavior or needs.
The idea behind segmentation is to create more personalized and effective marketing campaigns, targeting messages that resonate with each specific segment.
By being able to segment hot and cold leads in your base, you can deliver a sales-focused campaign for the hot leadwhile delivery-there is a campaign focused on raising awareness for the cold lead.
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