Segment Naming Convention Recommendations

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Lauren Skinner-Johnson, 6sense
Lauren Skinner-Johnson, 6sense Posts: 15 6senser
in 6th Street

Hey! It’s Lauren Skinner-Johnson from 6sense. Are you stuck trying to start your segment naming convention strategy? I’ve been there!! I’m here to share some ideas to get you going…

Why have a naming convention in the first place? A naming convention strategy will help you manage, maintain and organize segments in your instance over time as the number of segments continues to increase. 

Do you have an existing naming convention for other programs - that’s a great place to start! If you don’t, that's perfectly fine too! To start, I recommend documenting some of the components you use to structure/build your segments (check out the list below). Then carry this naming convention strategy into your marketing programming as well. It helps to leverage existing conventions so you won’t have to re-train everyone on a completely different approach.

Naming convention component ideas:

  • Fiscal year
  • Fiscal Quarter
  • Region / Geo
  • GTM Segment / Sales Territory
  • Marketing Request Number (if you use them)
  • Short description
  • Type (see Segment Types below)
  • Product / Service

Segment type suggestions:

  • Ad Campaigns (AD)
  • Marketing Program (MP)
  • GTM (GTM)
  • Operational / Foundational (OP)
  • Alert (AL)
  • Sales Territory (TER)
  • Keyword (KW)

You may also want to assign abbreviations to some of your components to keep your segment name less than a mile long, ha! Additional data to use as tags or include in the description section can be things like audience (customer / prospect / all), deal type (New Biz / Upsell / Crossell / Renewal) the team requesting the segment, segment purpose, etc.

It’s also important to note which components are required in your naming convention as not all components will likely be relevant EVERY time you build a segment -components like fiscal year (FYXX), segment type (TYPE), location (GEO) and a short description (Desc) - check out some examples below… 

FYXX-FQ-TYPE-GEO-GTM-Desc (Bold = Required)

A few examples:

  • FY24-OP-GLB-ICP Master
  • FY24-OP-GTM-GLB-Strategic
  • FY24-KW-GLB-Predictive Analytics 
  • FY24-Q1-MR001-NA-TS-Forrester Summit
  • FY24-Q1-MR001-NA-Forrester Summit Attendees
  • FY24-Q3-AD-MR002-NA-COMM-Competitive Takeout
  • FY24-AL-NA-ENT-J.Doe-Website visits this week

Hope this helps you kick-start your segment naming convention strategy! Next up, how to enforce your conventions…

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