To build personalized experiences that truly resonate with your customers, it all starts with a strong data foundation. That means capturing the right data, from the right sources, in a consistent and structured way. Here's how to begin:
- Data Collection: Ensure that Segment is integrated with all the customer touchpoints (e.g., website, mobile apps, customer support software).
- Identify Key Events and Traits: Focus on customer events (e.g., page views, sign-ups, purchases) and traits (e.g., email, name, preferences, and lifecycle stage) that are relevant for personalization.
Use your data warehouse (Snowflake, BigQuery, or Redshift) to compute advanced attributes such as:
- Predictive Lead Scores (account-level engagement)
- CRM Enrichment (Salesforce deal stage, pipeline status, deal size)
- Offline Event Engagement
(recent sales meetings, webinars attended)
Example Warehouse Attributes:
- predicted_purchase_likelihood
- deal_size
- current_deal_stage
- recent_sales_meeting_attended
Set up an rETL source in Segment that queries and regularly updates these enriched traits directly into Iterable.
Example rETL Query:
- SELECT
- account_id,
- predicted_purchase_likelihood,
- deal_size,
- current_deal_stage,
- recent_sales_meeting_attended
- FROM analytics.b2b_account_insights
Use Segment’s native Audience feature to create actionable audiences, based on enriched warehouse data combined with real-time behavioral data:
Example Audiences:
Top Priority Accounts
predicted_purchase_likelihood ≥ 85 AND recent_sales_meeting_attended = true
High-Value Pipeline Opportunities
deal_size ≥ 50000 AND current_deal_stage IN ('Proposal', 'Negotiation')
Dormant High-Potential Accounts
predicted_purchase_likelihood ≥ 75 AND days_since(last_web_activity) > 30
Directly sync Segment Audiences into Iterable, automatically tagging or updating user profiles.
- In Segment, activate the Audience and send it directly to Iterable as tags or user profile fields:
- e.g., Segment Audience = Top Priority Account → Iterable Profile Tag = priority_account
Leverage these enriched warehouse-driven user attributes for dynamic content and hyper-personalized email/SMS campaigns:
Example Iterable Personalization:
Dynamically reference account traits within Iterable email templates:
{% if user.predicted_purchase_likelihood >= 85 %}
<p>We'd like to offer a tailored demo to explore advanced capabilities suited specifically to your business needs.</p>
{% endif %}
Include personalized deal context in email campaigns:
{% if user.current_deal_stage == 'Discovery' %}
<p>Learn how companies like yours are improving [relevant outcome]. We've prepared a quick guide to help you get started.</p>
{% elif user.current_deal_stage == 'Evaluation' %}
<p>Discover how [Product Name] compares to alternatives in addressing your key business needs. We've prepared detailed resources to simplify your evaluation.</p>
{% else %}
<p>Discover insights to maximize the value your team can achieve using our platform.</p>
{% endif %}
Highlight relevant content based on offline engagement:
{% if user.recent_sales_meeting_attended %}
<p>Thanks for meeting with us recently! Here are next steps tailored specifically to your needs.</p>
{% endif %}
Monitor campaign performance within Iterable, reviewing personalized campaigns’ engagement rates, conversion improvements, and ROI against warehouse-driven attributes.
Iteratively refine audience definitions in Segment, as well as personalization strategies in Iterable.
Your B2B SaaS campaigns become significantly more personalized and context-aware, combining real-time behavioral data with powerful warehouse-computed account-level insights, directly improving conversions and engagement.
Made by Safdar Jaffari