Your Guide to Effective Segmentation

Synfinii—our brand since September 2025—was previously known as SalesPage.

Are you spending more time getting the data right than using it for segmentation? Can your BI team leverage a holistic set of current, accurate, and relevant data to help sales and marketing leadership define segments, incentivize, and execute targeted campaigns? Does your sales team have the top targets they should focus on for the week? If your data is siloed and your time and resources are limited your firm is at risk of inefficiencies and missed opportunities.

With the right data in one place (aggregated and accessible) and the right tools, you can overcome silos to define, measure, and enhance your segmentation strategy over time to achieve your distribution and retention goals. Where to start? Let’s take a step-by-step look at how SalesPage helps you segment more effectively with a distribution data platform

Gathering Your Criteria in a Distribution Data Platform

Think of your criteria and underlying data as building blocks. To organize and bring these blocks together, you need a mix of people, processes, and technology. SalesPage’s distribution data platform streamlines the process:

1. Unifies all types of data, including first and third-party data
2. Uses industry-specific logic, technology, and workflow
3. Allows data flexibility and scalability in the enterprise – whether it’s incorporating a new data source or system
4. Applies segmentation rules (defined by you) to create and update segments and distribute data to the systems you need, so you can easily generate actionable insights

Define Your Segments

You have your blocks organized, but before you start building, you need a plan. Segments can be based on a couple of data points or a variety of data. How you define your segments depends on your data (what and where it lives), processes and architecture (how it’s flowing), resources (existing tools, expertise, and time), and goals. You may have strategic (macro) segments that group audiences based on potential value, along with tactical (micro) segments that use time-sensitive data (e.g., you have a new product launch where you want to target a subset of high-potential advisors) to provide a short-term list of targets for a sales campaign.

SalesPage’s segmentation tools allow you to create a plan for your segments based on any distribution data element mastered in SalesPage and elsewhere:

• Sales and Assets
• Market share (e.g., Walletshare, Market Metrics)
• eMarketing platform data
• CRM activity data
• Broker-dealer data packs
• Industry lists (e.g., Barrons)
• Demographic data
• Third-party data (e.g., Discovery Data, AdvisorAtlas)