If you’re using Deeto to run your customer advocacy program, you already know it’s not just about building a big list of happy customers—it’s about actually getting those customers to engage. That’s where segmentation comes in. Done right, it means better response rates, more authentic advocacy, and less wasted time for everyone.
This guide is for marketers, customer advocacy pros, and anyone else who’s tired of sending the same generic requests to everyone and hoping for the best. We’ll skip the fluff and get straight to what works (and what doesn’t).
Why segmentation matters (and where most people mess it up)
Let’s be honest: most “advocate programs” just blast everyone with the same asks. That’s a good way to annoy people and get ignored.
The whole point of segmenting advocates in Deeto is to reach the right customers with the right ask at the right time. If you’re still sending generic requests, you’re missing the point—and probably burning out your best customers.
What segmentation actually gets you: - Higher response rates (less ghosting) - More relevant advocacy (stories that land with prospects) - Less spam, more goodwill
Common mistakes: - Overcomplicating segments (if you need a flowchart to explain it, it’s too much) - Ignoring data you already have (CRM, product usage, NPS, etc.) - Forgetting to update segments as your customer base changes
Step 1: Figure out your goals before you segment
Before you start carving up your advocate list, get real about what you’re trying to do. This isn’t just busywork.
Ask yourself: - Are you after more case studies? Better reviews? Reference calls? - Do you want quick wins or deeper relationships? - What does “engagement” actually mean for your team?
Pro tip: Don’t chase every metric. Focus on two or three outcomes that move the needle for your business. If you try to optimize everything, you’ll end up optimizing nothing.
Step 2: Audit your advocate data (and fill in the gaps)
Deeto is only as smart as the data you feed it. Garbage in, garbage out.
Start with what you’ve got: - CRM fields (industry, company size, region) - Product usage data (power users vs. newbies) - NPS/CSAT scores (who’s actually happy?) - Advocacy history (who’s already said yes—or no?)
What to ignore: - Vanity fields (job title doesn’t always tell you who’s the real champion) - Ancient data (if it’s more than a year old, double-check it)
If you’re missing info: - Run a quick survey - Sync with your CRM or support platform - Ask CSMs for their “gut check” on who’s really engaged
Step 3: Build segments that actually matter
Resist the urge to create a million micro-segments. You want groups that are big enough to be useful but specific enough to matter.
A few practical segments to consider:
- Advocacy activity:
- Never participated
- Occasionally advocates
- Rockstars (frequent, high-quality participation)
- Product usage:
- Power users
- New adopters
- At-risk (declining usage)
- Relationship stage:
- New customers (<6 months)
- Established (6-24 months)
- Long-term loyalists
- Industry or use case
- NPS/CSAT score band
- Geography (if relevant for events or references)
Don’t overthink it. If you’re not sure where to start, segment by advocacy activity and NPS. You can always add complexity later.
Step 4: Personalize your asks (but don’t go overboard)
Once you’ve got your segments, tailor your outreach. This doesn’t mean you need a unique email for every single person, but you should avoid sending the same bland message to everyone.
How to personalize without losing your mind: - Use templates, but tweak intros and asks for each segment - Reference their specific product usage or past advocacy - Make the “ask” relevant to their segment (e.g., invite new customers to low-effort tasks, ask rockstars for bigger favors)
What NOT to do: - Don’t fake transparency (“As one of our valued customers…”—everyone sees through this) - Don’t ask for major favors from people who’ve never engaged
Pro tip: Keep your asks short and clear. People are busy—don’t bury the lead.
Step 5: Test, measure, and adjust
Segmentation isn’t set-and-forget. What works today might flop in six months.
What to track: - Response rates by segment - Types of advocacy (who’s doing what, and how often) - Drop-off points (where are people ghosting you?)
How to adjust: - Drop or combine underperforming segments - Move people between segments as their engagement changes - Get feedback (ask advocates what they want to do more—or less—of)
Don’t obsess over perfection. You’ll never get it 100% right, and that’s fine.
Advanced tips (if you’re ready to level up)
If you’ve nailed the basics and want more, try these:
- Automate segment updates: Use integrations so segments update as CRM or product data changes.
- Tag advocates for special projects: If someone’s a great speaker or loves beta testing, flag them for future asks.
- Rotate asks to avoid fatigue: Don’t hit the same group with back-to-back requests. Give people a break.
- Spot and reward rockstars: Send something small—a thank you note or gift card—to keep your best advocates engaged.
What to ignore
There’s a lot of hype around AI-driven segmentation and “hyper-personalization.” Most of it’s overkill. Focus on doing the basics well.
- Don’t build segments you can’t maintain. If it takes an hour to update your lists, you’ll never keep up.
- Don’t chase the latest trends. Stick to what works for your customers, not what’s trending on LinkedIn.
Keep it simple and iterate
The best advocate programs aren’t the flashiest—they’re the ones that actually work. Start simple, learn what gets a response, and tweak as you go. Don’t be afraid to cut what’s not working. The goal isn’t a perfect system. It’s building real, two-way relationships with your best customers—and that starts with treating them like people, not segments in a spreadsheet.