As Brad Mehl explained to Subscription Site Insider members on Tuesday, marketing automation boils down to one simple statement: If this, then that.If prospects sign up for your newsletter, you send onboarding messages.If a subscriber purchases an eBook, you market other eBooks to him.And so on and so forth.But what’s the best way to segment your audiences?B2B publications may be inclined to segment based on job title, but as Mehl explained using a Case Study example from Jane’s, segmenting prospects according to the role in the industry may be more helpful for targeting them with the right subscription products or services.Some other helpful segmentation delineations include:* Recency of behavior (when did they last visit your site or purchase a paid content product)* Previous purchases (did they buy previous subscriptions or have existing subscriptions to other services)* Type of behavior (are they mainly using your discussion boards to get answers, or reading for in-depth information, or just interested in pithy email updates to stay abreast of information).Each of these groups can and should receive separate marketing messages or offers, and marketing automation can help with that. Join Subscription Site Insider to view the full On-Demand Video of Mehl’s presentation, where he discusses which vendors are best for your marketing automation needs based on sophistication and cost.