Segment Builder

Segments are the key to Paminga's power. They allow you to define conditions that combine demographics, firmographics, and behavioral/engagement in limitless combinations.

Critically, Paminga's segment builder is omnipresent: in every place where you can do something conditionally in Paminga, you will use this Segment Builder to select your conditions.

Prefer to build visually? The Drag-and-Drop Segment Builder edits the same conditions on a canvas, with live counts for every requirement.

Complex Segment Conditions:

Omnipresence Throughout Paminga

Paminga's Segment Builder is used to:

• Create Audiences for Workflows, Drip Series, and One-Off Email Blasts
• Decide when a Workflow will branch
• Set the conditions for Goal attainment in Workflows and Drip Series
• Dynamic Content: conditionally show Containers and Elements in Paminga's:
  • Email Builder
  • Form Builder
  • Landing Page Builder
  • CTA Builder
• Control conditional navigation through multi-page Forms
• Control conditional redirect (or conditional "thank you" messages) upon form submission
• Set the conditions that trigger Scoring changes
• Set the conditions under which any Sales Alert will be triggered
• Conditionally trigger any of Paminga's dozens of Actions including:
  • Conditional CRM Lead creation
  • Conditional add to Campaign (setting status and custom field values)
  • Conditional CRM Task creation
  • Conditional CRM Opportunity creation
• Control the triggering of Conditional Actions everywhere they appear in Paminga

Segment Condition Categories:

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 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!

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 used in multiple ways.

Relative conditions count from today. After the Date of means the stored date is in the past: After the Date of, at least 120 days matches a date 120 or more days ago, and exactly 120 days matches that one day. Before the Date of means the stored date is still ahead: Before the Date of, at least 3 days matches a date 3 or more days from now.

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

Drop Down Multi-Select Fields

A Drop Down Multi-Select field holds several options per record, so a condition on one names several options too. Pick as many as you like, as chips, and the operator says how they combine:

• Is Set To All Of: the record holds every option you list
• Is Set To Any Of: the record holds at least one of them
• Is Not Set To Any Of: the record holds none of them
• Is Not Empty or Is Empty: the record holds any option at all, or none

Examples

• Role Is Set To All Of "Billing" and "IT"
• Products of Interest Is Set To Any Of "Analytics", "Integrations"

One condition does what used to take a row per option, and "any of" no longer means building a separate OR group by hand.

Any Of, on a Drop Down Multi-Select:

Condition Categories

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

Account

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

Automation

Select contacts based on whether they:

• Qualified to participate in a specific automation
• Did or Did Not achieve a specific Goal (the Qualified for a Goal condition)
• Are or Are Not in a specific Workflow right now (the Currently in a specific Automation condition)
• Did or Did Not complete a specific Workflow (the Completed a specific Automation condition)

Qualified for a Goal works on Workflow Goals and on Classic Campaign goals. Choose Workflows or Classic Campaigns, then the Workflow (or Classic automation), then the Goal. This is how you build "everyone who booked a demo in my Q3 nurture" without restating the goal's conditions in a second place.

Currently in a specific Automation looks at where a contact is today, so it has no date range. It's the condition for "keep everyone already in the onboarding Workflow out of this Send It."

Completed a specific Automation uses the segment's date range, applied to the completion date. Every way out of a Workflow counts as completing it: reaching the end, a Remove From Workflow action, or exiting a sequence.

Buying Groups

Buying Groups are named subsets of an Account's contacts, where each member carries the role they play in the deal.

Select contacts based on whether they are (or are not) a member of:

• A specific Buying Group in any role — everyone involved in one deal
• Any Buying Group in a specific role — every Champion, or every Economic Buyer, across your entire pipeline
• A specific Buying Group in a specific role

Leave either picker empty and it means "any". That's what makes "is not a member of any Buying Group" work: the contacts at your target accounts nobody has mapped to a deal yet.

Member Roles are defined once, account-wide, so "Champion" means the same thing on every Buying Group your segments touch.

Contact

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

Two standard fields work a little differently, because each holds a value from a fixed vocabulary rather than free text:

• Primary Language: choose one or more languages by name, and the condition matches contacts whose Primary Language is any of them.
• Time Zone: choose named regions (Eastern Time, Mountain Time, Arizona, and so on) or specific zones (Denver, Boise). A region covers every zone that keeps the same clock all year, so "Mountain Time" catches Denver and Boise but leaves Phoenix to the separate Arizona region, which skips daylight saving. Regions in your own country are listed first, under Regions near you.

Both offer Is Set To Any Of, Is Not Set To Any Of, Is Not Empty, and Is Empty. There's no "All Of" here: a contact has exactly one language and one time zone.

Time Zone: Named Regions First, Specific Zones Below:

Custom Objects

Select 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 use. You will then see all available standard and custom fields associated with that Custom Object.

Multi-select fields on a Custom Object work with the same operators as Drop Down Multi-Select Fields, with one difference worth knowing, because a contact can have many records of the same Custom Object:

• Is Set To All Of and Is Not Set To Any Of test every chip against one record. "All Of Billing and IT" matches a contact with a single record holding both, not a contact with one record holding Billing and another holding IT.
• Is Set To Any Of matches when any of the contact's records holds any of the chips.

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 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.

When the condition points at a specific Workflow, a bounce condition also asks for a Bounce Type: Any bounce, Soft bounce, or Hard bounce. Soft bounces are the temporary kind (a full inbox, a server that was briefly unavailable); a hard bounce means the address itself is no good. Classic Automations have no Bounce Type picker.

Did Not pairs with Bounce Type the way you would hope. "Did Not Hard bounce" removes only contacts with a hard bounce, so a contact whose only bounces were soft still qualifies.

For the "any automation" conditions, choose Paminga Workflows and you may narrow "any" to Workflows carrying one or more Tags: "Did click in any Workflow tagged Nurture". See Segmenting on Tags.

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.

Event Engagement

Paminga supports both digital events (webinars) and physical or IRL events.

Select contacts who:

• Did or Did Not Register for a specific event
• Did or Did Not Attend a specific event

Form Engagement

Select contacts who:

• Did or Did Not Submit a specific form
• Did or Did Not Submit any form at all
• Did or Did Not Submit any Paminga Form carrying one or more Tags you choose

...during an applicable time period, and optionally only when the form was submitted from a particular page.

The Paminga Form condition asks you to choose between "Any Paminga Form" and "A specific Paminga Form". Pick Any and a Tags field appears. Leave it empty and the condition means every form; add tags and it means every form that carries at least one of them. See Segmenting on Tags.

Leads

Select contacts based on the fact that the record is tied to a Lead in CRM.

You may do the same with CRM Contacts.

Lead Scoring

Select 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 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.

Marketing Campaign Membership

Paminga's Marketing Campaigns sync bidirectionally with CRM Campaigns – along with member statuses and custom fields.

• Select contacts based on their membership (or lack of membership) in any campaign
• Select contacts based on their current status in a campaign
• Select contacts based on values of custom campaign member fields

Segment on Marketing Campaign Membership + Fields

One-Off Emails

One-Off Emails are one-to-one emails, such as those you send from a contact's record or that go out as transactional emails via API or form autoresponder. You'll find these conditions in the Email Engagement // One-Off Emails group.

Select contacts who Did or Did Not:

• Receive any One-Off Email
• Open any One-Off Email
• Click in any One-Off Email
• Visit your website from a link in any One-Off Email
• Bounce on any One-Off Email

Each one is the same condition with a different Email Action, so you can switch between them after you add it.

Opportunities

Select contacts based on their association to Opportunities based on Opportunity:

• Name
• Stage
• Type
• Probability
• Amount
• Expected Close Date
• Custom fields without limitation

UTM Tags

Paminga records UTM tags for every visit. Paminga never deletes visit or other history.

Select contacts based on their having visited your site with any combination of:

• UTM Campaign
• UTM Source
• UTM Medium
• UTM Content
• UTM Term

Video Engagement

If you embed videos on your website with YouTube, Wistia, Vimeo, or Vidyard, Paminga knows who watches your videos and for how long.

You don't need to tell Paminga when you add a video to your website. Our tracking beacon sees it automatically the first time a visitor plays your video.

Select contacts based on which videos they:

• Play at all
• Watch at least 25% of the video
• Watch at least 50% of the video
• Watch at least 75% of the video
• Watch at least 100% of the video

Website Visit Activity

Segmenting on Tags

Tags are the labels your team puts on Forms, Landing Pages, Emails, CTAs, Workflows, Drip Series, Sequences, Send It automations, and Action Sets. Two segment conditions can match on them:

• Form Engagement: Did or Did Not Submit any Paminga Form tagged...
• Email Engagement: Did or Did Not Receive, Open, Click, Visit from, Bounce on, Opt Out of, or Report Spam on an email in any Paminga Workflow tagged... ("Qualified to participate in any Workflow tagged..." works too)

In both cases you choose "Any", then add tags. A few things worth knowing:

Any Paminga Form and Any Workflow, Tagged Free Trial:

• The condition is dynamic. It matches every asset that carries the tag at the moment the segment is evaluated. Tag a new webinar form next quarter and it joins "Did submit any Paminga Form tagged Webinar" without anyone editing the segment. Untag a form and it drops out the same way.
• Several tags mean any of them. A form tagged Webinar or tagged Event both count when you list both. Up to 20 tags per condition.
• The tag is on the Workflow, so any email inside it qualifies. You do not tag individual emails for this condition; you tag the automation that sends them. A tag on a Drip Series, a Sequence, or a Send It automation counts the same way.
• A tag in use by a segment cannot be deleted or merged away. Account Settings > Tags names the segments that reference it, so you change those conditions first and the segment never goes quietly empty.

This is what makes tags worth the discipline: tag assets once as you create them, and your audiences, goals, scoring rules, and alerts keep up on their own.

Searching for Conditions in a Category

Each category has a search box that allows you to search for conditions in that category.

Searching for Conditions Across All Categories

When choosing conditions, a global search box is available in the upper left corner.

Because Paminga loves you, you'll find that the cursor is automatically placed in this search box every time you open the segment builder.