Segments

Segments are the key to Paminga's power.

And as you'll experience, their consistent presence throughout the platform makes Paminga easier to learn & use (learning one tool is easier than learning 12).

What is a Segment?

A Segment is a set of conditions. Some examples:

• Persons who spent at least 30 seconds on your pricing page in the last 7 days
• Persons in Manufacturing who clicked through from a particular email and registered for your event
• Customers who have spent more than $500 in the last 90 days

A Segment is not a list of these persons. Rather it is a set of conditions that are used at the moment they are needed.

And when would that moment be? We're glad you asked. 🙂

Segments Are Dynamic

• When your new Drip Series launches at, for example, 4:00pm. At that moment, we'll query using your segment's conditions to find all the leads/contacts that should be included in your Drip Series Audience
  (the segment builder is the audience builder)
• When your lead scoring rules are evaluated. You use segment conditions to tell Paminga: "when these conditions are met, add 10 points to the prospect's lead score". We'll query using your segment's conditions and adjust lead scores for prospects that meet them.
• ...and in many other instances. Read on!

Segments Are Used Extensively in Paminga

Segments conditions drive audience selection, lead creation, reporting, lead scoring, and more in Paminga.

This is to your great advantage. Competing platforms provide different tools to control different parts of their platforms.

In Paminga, segments control nearly all automation. Learn them once, and you already know how to use them everywhere:

• Audience Selection: segments may be used to determine which leads/contacts will constitute the initial audience for a Drip Series, Workflow, or A/B Email Test
• Alerts: are triggered when prospects meet the conditions you set for the Alert
• Conditional Actions: triggered by form submissions, Contact Imports, CRM Syncs, Workflows, Goals, and other Automation types, Conditional Actions allow you set additional conditions that must be met for actions to take place
• CRM Lead & Task Creation: You'll use segment conditions to determine when a lead should be created in CRM, as well as any associated tasks you'd like assigned to the lead owner
• Lead Scoring: each lead scoring "rule" simply checks: which leads/contacts qualify for this rule's conditions? When those conditions are met, the lead score is adjusted
• Personalized Content: Segment conditions are used to determine what content will be shown to which prospects in forms, CTAs, and emails
• Reports & Dashboards: Many reports and dashboards in Paminga allow you to filter the leads/contacts included using segment conditions. Powerful stuff.
• Workflow Branching: Segment conditions are how you tell Paminga which path each prospect should take at any branch point within a workflow. Simple case: if they clicked the link, take this path. Otherwise, take that path.

And Their Power... Cannot Be Overstated

You've not seen a segmentation system this powerful. And you won't believe how easy it is to exploit that power.

Segment Conditions

Paminga's segment conditions are endlessly flexible.
Let's look at some basic field types: text, numeric, and date.

Text Fields

Fields that are comprised of text, like an email address

• Does or Does Not
• Match, Contain, Begin With, End With, or Match Any

...relative to the text you choose.

Examples

• Email Address Does End with "pfizer.com"
• Company Name Does Contain "Manufacturing"
• Zip Code Does Match Any: 90123, 80202, 44145

Numeric Fields

Numeric fields may be integers or decimal values, and may be selected based on:

• Is or Is Not
• Greater Than, Less Than, or Equal To

...the numeric value you choose.

Date & Date/Time Fields

Date & Date/Time fields may be leveraged in multiple ways.

Here we are find prospects whose free trial is ending in 3 days:

Unlimited, Nested ANDs & ORs

Condition Categories

Segment conditions are grouped into categories to make it easy to find the conditions you would like to use.

Account

Select leads/contacts based on values in any of your standard or custom account fields.

Automation

Select leads/contacts based on whether they:

• Qualified to participate in a specific automation
• Achieved a Goal in a specific automation

Contact

Select contacts based on values in any of your standard or custom contact fields.

Custom Objects

Select leads/contacts based on values in any the standard or custom fields associated with your custom objects.

You will first choose which Custom Object you'd like to leverage. You will then see all available standard and custom fields associated with that Custom Object.

Email Engagement

This category allows you to select persons who:

• Did or Did Not Receive an email from a specific automation, or any automation at all
• Did or Did Not Open an email sent in a specific automation, or any automation at all
• Did or Did Not Click through from an email sent in a specific automation, or any automation at all
• Did or Did Not Visit your website by clicking a link in an email sent in a specific automation, or any automation at all
• Did or Did Not have their email address hard bounce in a specific automation, or any automation at all
• Did or Did Not opt out after receiving an email in a specific automation, or any automation at all

...during an applicable time period.

In every one of these cases, you may also select person who do not meet the conditions: For example, find persons who did not click in an email in a specific automation.

Form Engagement

Select leads/contacts who:

• Did or Did Not Submit a specific form
• Did or Did Not Submit a any form at all

...during an applicable time period.

Leads

Select leads based on values in any of your standard or custom lead fields.

Lead Scoring

Select leads/contacts whose:

• Total Score is Greater Than, Less Than, or Equal To
• Contact Score is Greater Than, Less Than, or Equal To
• Activity Score is Greater Than, Less Than, or Equal To
• Engagement Score is Greater Than, Less Than, or Equal To
• Manual Score is Greater Than, Less Than, or Equal To

...a numeric value of your choosing.

Depending on the package your company subscribes to, you may have the ability to create multiple "Lead Scoring Rulesets".

You are able to choose which scoring ruleset will be examined by your segment.

List Membership

Select leads/contacts based on their membership (or lack of membership) in any number or Marketing or Subscription Lists.

This is a very common and powerful way to segment your prospects as it's quite simple to use intersections of lists.

One-Off Emails

Opportunities

Traffic Sources

UTM Tags

Video Engagement

Webinars

The Webinars category allows you to segment based on the attendance/registration for webinars in the past or the future.

Website Visit Activity

Searching for Conditions in a Category

Searching for Conditions Across All Categories

Global Segments

A "Global" Segment is a segment that may be re-used in various places across the platform.

If you change a Global Segment's conditions, that change applies everywhere you've used that Global Segment.