Segments for Product Managers

This guide aims to provide some examples for how you might get started using Clearbit X as a Product Manager. To learn more about Clearbit X, start at the beginning of the tutorial.

This guide is less of a how-to than it is merely providing examples for how to use Clearbit X as a marketer.

Clearbit X can help product managers identify and connect with, in real-time, users to help them better understand their product. For instance, you can identify super users in a specific location and then invite them to a customer conference. In another example, you can identify users at risk of churn and then try to contact them to prevent them from leaving.

Engaged users for a customer conference
Clearbit X segments can identify power users within a certain city or location so you can reach out to them in a timely manner when they're most receptive.
People at a company with greater than 10 employees, have high product usage,  and located in San Francisco.
In this scenario, the high product usage would be a custom trait that you send with Clearbit.js or Segment webhooks. Given that this is custom, you have infinite flexibility in defining “product usage”. For example, if your product is an API, then one way to measure product usage is by API calls per month.
Here is the above segment defined in Clearbit’s UI:
clearbit-pms-1.png
The trigger could be a webhook to Zapier to add them to an email campaign in your favorite email marketing or marketing automation tool. Then, you can reach out to invite them to a customer conference or simply a party to celebrate them.
At churn risk users for churn prevention
Another important segment is inactive or low usage accounts, especially if they’re paying. Talking to these users can yield invaluable insights about the product, as well as the sales and marketing process.
People who are paying customers and have low product usage.
Here is that segment in Clearbit’s UI:
clearbit-pms-2.png
The trigger could also be a webhook to Zapier to add them to an email campaign in your favorite email marketing or marketing automation tool. Then, you can reach out to get feedback and hopefully find ways to prevent churn.

What’s next?