CRM segmentation strategy expert
I set up the customer data, lifecycle stages and segments that decide who gets which message. At Syllabus.ng, I segmented 80,490 active contacts by class, subject and exam.
What I do
Customer data and lifecycle stages
I define the fields, tags and events that say who a customer is and where they are, before any message is written. At Syllabus.ng every form sat on a class, subject or exam page, so the tag was applied at sign-up, with one question: candidate or student, teacher or educator, parent, or other.
Segments by need and behaviour
Segments follow what people did and what they need next. At Ecobank, journeys were split for new, non-transacting and dormant customers, each with its own SMS and WhatsApp messages.
From segment to offer
Each segment gets an entry rule and a next offer. A teacher who downloads an SS1 Biology scheme of work is offered SS1 Biology lesson notes, not a random product, and an exam candidate is sent down a different path.
Tool choice and list health
I choose the CRM by what its pricing will do as the list grows. Syllabus.ng runs FluentCRM on Amazon SES with no contact cap, and prunes bounced and inactive contacts every quarter so segments stay clean.
How I work
- 1
Define the stages
List the stages from first visit to loyal customer, and the key action that moves someone to the next one.
- 2
Capture at the source
Decide which fields and tags are collected where, so a customer is labelled the moment they arrive.
- 3
Build the segments
Group customers by stage, need and behaviour, and keep only the groups that need a different message.
- 4
Attach one offer to each
Give every segment an entry rule, a next step and a goal event, so it is clear what success looks like.
- 5
Review and prune
Compare segments by goal event, retire the ones that do not earn their place and clean the list each quarter.
Proof
CRM & Lifecycle Marketing
Free PDF downloads to verified contacts: 200,000+ downloads, 80,490 active contacts
Programmatic SEO & Growth
Organic traffic up four times in under three months, with 436 route pages
Who I help
Teams with traffic and a list but one message sent to everyone.
Fintech and app businesses that need to treat new, active and dormant users differently.
Teams moving CRM tools that need a clean data model before they migrate.
Content sites turning readers into customers that need to know who each reader is.
Tools and stack
Customer.io
CleverTap
Klaviyo
Intercom
Zoho CRM
FluentCRM
GA4
Mixpanel- SQL
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Google manual penalty lifted in four weeks, with organic search back to 51% of sales
Questions
What is CRM strategy?
It is the plan for what customer data you hold, how customers are grouped, and which message each group gets and why. Tools come after that. A strategy names the lifecycle stages, the segments, the key action for each stage and the numbers that show whether it is working.
How do you segment customers in a CRM?
I start with the question each segment must answer: what should this person do next? Then I segment by stage, need and behaviour, and tag at the point of capture where I can. At Syllabus.ng the page a form sat on told us the class and subject at sign-up.
How many segments should I start with?
As few as change the message. Ecobank's journeys covered three groups: new, non-transacting and dormant customers. Syllabus.ng segments by level and exam because each needs different products. Add a segment only when it needs a different offer and you can measure the result.
Which CRM should I use?
The one whose data model, channels and pricing fit the size you will reach. I have worked in Customer.io, Klaviyo, Intercom, CleverTap, Zoho CRM and FluentCRM. For Syllabus.ng, hosted pricing climbed with every contact and send, so we self-hosted FluentCRM on Amazon SES instead.
Will segmentation raise revenue?
It can, but no one can promise it. I test each segment against a holdout group, so the result shows what the message added, and I report goal events such as a first purchase or a reactivated account rather than opens or clicks.
Sending one message to everyone?
Tell me what you are working on. I reply within two working days.
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