HubSpot has recently made a significant change: what were previously known as 'lists' are now called 'segments'. This isn't merely a name change; it's a meaningful shift from static lists to a much smarter, more dynamic approach to audience segmentation.
This update reflects a future where AI and data perform much of the heavy lifting, allowing marketers to focus on strategy and creativity.
This HubSpot update is incredibly useful to:
- Move Beyond Static Lists: Embrace a future of smarter, more meaningful, and dynamic true audience segments, moving away from static lists.
- Create Segments with AI Assistance: Easily generate segments without starting from scratch. You can now use a simple prompt, such as "all the people in the UK with a job title marketer," and HubSpot's AI assistant will build a segment for you in seconds.
- Refine and Edit Instantly: Immediately edit AI-built segments by refining filters (e.g., changing from job function to job title) or excluding specific contacts or other lists directly within the interface. This saves significant time for marketers who don't have time to sift through various filters and properties.
- Compare Segments with Black-and-White Data: Utilise a new feature that allows you to compare two different segments side-by-side. You can stack them against each other to check for email engagement, size, where they've been used, recent additions or removals, landing page performance (page views, bounce rates), CTA clicks/submissions, and even how many contacts are overlapping.
- Optimise Campaigns Based on Real Data: Eliminate guesswork about which audience is performing better or worse. With clear comparison data, you can optimise any campaigns based on real, objective insights.
This evolution from 'lists' to 'segments' signifies HubSpot's move towards a future where AI and data intelligence fundamentally simplify and enhance your marketing efforts, empowering you to build, refine, and compare your audiences more effectively.
By Shalini Chowdhury
