The Challenge
A bespoke B2B printing service wanted a segmentation of their customer base that would sharpen lead quality, lift conversionsrates, and integrate insights directly into their existing HubSpot CRM and Tableau reporting.
An initial assessment found solid solid underlying data engineering supporting a well-established business intelligence function, but pandemic-related organisational redundancies had left critical analytical gaps that needed resolving before any advanced modelling could begin.
Years of manual updates had left the transactional database inconsistent and fragmented, with audience targeting still relied on static profiles built before the pandemic, leaving the marketing team designing campaigns for a customer base that no longer existed.
The Solution
A full exploration of the CRM database pinpointed the specific records needing remediation, and once the fixes were signed off, an identity resolution provider verified and enriched the base with up-to-date demographic, geographic, and firmographic information.
With the foundation in place, customers were clustered using the key statistical drivers of lifetime value, isolating the higher-value customers alongside the distinct purchasing patterns that defined them. We then overlaid these behavioural segments with the company’s internal estimates of total addressable market (TAM) and market share by industry vertical, turning a behavioural picture into a map of growth potential.
The new segments were validated through live acquisition tests before full deployment. After business sign-off, they were uploaded into HubSpot and made available for ongoing monitoring through Tableau.
The Impact
The growth overlay highlighted three specific industry verticals with high growth potential, allowing the digital marketing team to build highly targeted lookalike audiences. Campaigns against these audiences converted leads at a rate 25% higher than the pre-pandemic profiles they replaced.
Analysing the typical lag between lead and conversion also mapped out the optimal windows for sales team intervention, placing the timing of follow-up outreach on an empirical evidence base for the first time.
Segmentation outputs now sit inside the client’s everyday tools, with Tableau dashboards tracking how each segment develops and HubSpot serving up dynamic scores to guide the sales team’s daily pipelines.
Key Takeaways
- CRM Clean-Up and Enrichment - Corrected years of manual logging errors and enriched base records with current firmographics before starting the segmentation.
- LTV-Driven Clustering - Grouped accounts on the behavioural drivers of lifetime value to isolate and profile the highest-margin customer characteristics.
- Growth Overlay - Combined behavioral clusters with TAM and market share data to identify the three industry verticals with the most commercial headroom.
- Tested Outreach Timing - Live acquisition tests validated the new segments ahead of full deployment across the base.
- Business Results - Lead conversion up 25% against legacy profiles, with follow-up timing informed by observed conversion lags.
Tools and Techniques
- Customer segmentation
- Exploratory data analysis - profiling database health and mapping identity resolution gaps
- K-means clustering - executing the statistical classification based on lifetime value drivers
- SQL - data extraction, cleansing, and multi-source transformation
- R - data handling and cluster validation modelling
- HubSpot - operational CRM integration and lookalike target deployment
- Tableau - reporting and segment performance monitoring
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