One of the most important steps you need to take is figuring out your buyer personas. By doing this you will be able to determine what type of marketing works best for different segments of your database so that you can target your audience with messages that are more relevant to their interests and needs.
After you figure out who your personas are and segment your database with this information, you can then begin to adapt your marketing. This will require you to not only send different emails to different personas, but also employ more specific lead nurturing resources based on what you know about each segment.
No matter what marketing software you use, it is important to make sure each contact in your database has a property associated with them that indicates what persona they belong to. This will make it easier for you to segment by this information in the future.
If you are using HubSpot you can do this right from the Personas App in the Dashboard. Not only will this app will help you figure out who belongs to what persona, but it will also make sure that whenever someone new comes to your website and converts into a contact, they are tagged with a specific persona.