A segment is a way to group leads, customers, or a targeted audience into a structured grouping based on key characteristics and attributes. This makes it easier to target specific groups of people with a more strategic and personalized type of marketing across campaigns and channels.

The variety of list types can be confusing, so it’s important to understand the difference. There are two main list types: the marketing segment and the marketing list. Marketing segments are designed to be paired with customer journeys so a marketer can guide members of a selected subset of contacts through a journey of content that can include marketing emails, marketing forms & pages, events, and more.