Claire C. Just sharing my two cents from my own previous experience in SaaS + my work with different clients now
The funnel stages aside (E.g. Awareness, Consideration, Conversion, etc), I think the segmentation logic should be slightly simpler. It could be:
- 1.
Segmenting by industries, company size, your typical firmographics data
- 2.
Going one step further, segmenting by type of sub-industries. This is where Clay comes in and do it really well. Get Claygent to go into each website, find out what they do and from there put them into a list of predefined sub-industries
- 3.
Other data points - for example, segmenting by their title, segmenting by the type of text that they use, segmenting by the type of business they are
Because the fact is, it doesn't matter where this prospect is at the current funnel stage, because it will always be fuzzy. But if a message is relevant to the person's title, the type of industry, and the type of company, it doesn't matter where they are in the funnel. That message will always resonate, and that's a touchpoint that is memorable.
And when it comes to signals, there are ones that you can definitely use. For example, when a prospect with an ideal title just started at one of your target company, that's a potential signal to use.
However, the best signals are probably not the ones that are already built for the general public because everyone is using them. The best signal is probably one that takes time to understand your ideal client profile and from there build something custom based on unique data sets or bring things together to make it your own. (Jordan Crawford talks about this really well)
