So, you’re running B2B campaigns and want to make sure your audience segmentation in Convert.com isn’t just a box you check off, but something that actually moves the needle. Makes sense—B2B’s a different beast than B2C, and the usual “spray and pray” approach wastes everyone’s time (and your budget). This guide’s for marketers, ops folks, or anyone tired of bloated lists and vague advice. We’ll cut through the fluff and get to what works, where you can skip the busywork, and how to avoid making segmentation a full-time hobby.
Why Segmentation Matters (and Where It Goes Wrong)
Let’s get this out of the way: not every B2B buyer wants the same thing, even if they work in the same industry. Good segmentation means your message actually lands. Bad segmentation leaves you with a mess of lists that no one looks at, or worse, you miss the people who matter.
Here’s what usually goes sideways: - Over-segmenting until you’re talking to an audience of one (and it’s your own test account). - Relying on vanity data—company size, industry, or job title—without context. - Forgetting to update segments as deals move or leads change jobs. - Setting and forgetting segments, so campaigns go stale.
Let’s avoid all that.
Step 1: Get Real About Your Data
Before you even touch Convertcom’s segmentation tools, look at your data. Garbage in, garbage out.
What to check: - Data sources: Are you pulling from your CRM, LinkedIn, website visitors, or a random CSV? Know where stuff’s coming from. - Data quality: Are job titles standardized? Do you have verified company names, or just whatever someone typed into a form at 2 a.m.? - Data freshness: When was your list last updated? B2B contacts go stale fast—people change roles all the time.
Pro tip: Run a quick audit. Spot-check a few records. If you see “Owner” as a job title for a 5,000-person company, your segments won’t be much help.
Step 2: Map Segments to Real Buying Behavior
Forget demographic slicing for a minute. In B2B, how someone acts tells you way more than their title.
What actually matters: - Intent signals: Did someone sign up for a webinar? Download a whitepaper? Visit your pricing page three times last week? - Stage in the buying cycle: Are they just browsing, comparing vendors, or almost ready to sign? - Tech stack: Are they using a competitor’s product, or do you integrate with their existing tools? - Firmographics, but with context: Industry, company size, and revenue still matter, but only if you actually tailor your messaging.
What to skip: Don’t build segments just because you can (“people who checked a box on a form in 2017”). Focus on what’s actionable.
Step 3: Build Segments in Convertcom That Don’t Suck
Here’s where Convert.com comes in handy. Its segmentation tools are flexible, but that’s a double-edged sword. If you’re not careful, you’ll drown in “micro-segments” no one remembers to use.
How to keep it tight:
- Start broad, then get specific: Build out high-level segments first (e.g., existing customers, new leads, churned prospects). Only get granular if you have a clear use for it.
- Use behavioral triggers: Set up segments based on actions (like demo requests, repeat site visits, or engagement with key content).
- Combine filters smartly: For example, filter by role and engagement level, not just one or the other.
- Tag and name segments clearly: “Mid-market SaaS - High Intent - Visited Pricing” is better than “Segment 12.”
Pro tip: Preview your segments. If a segment only has three people in it, ask yourself if it’s worth the effort.
Step 4: Test, Don’t Assume
You’re not psychic. Just because you think a segment will respond to a certain message doesn’t mean they will.
How to do it: - A/B test campaigns within segments. Try different offers, subject lines, or CTAs. - Watch for overlap. Sometimes, people fall into more than one segment—make sure you’re not bombarding them with conflicting messages. - Track engagement, not just open rates. Are people clicking, replying, or booking demos? If not, rethink your segments or messaging.
What to ignore: Vanity metrics. A segment with a high open rate but no conversions isn’t actually working.
Step 5: Keep Segments Fresh (Automate What You Can)
Segments aren’t set-and-forget. People get promoted, switch companies, or go dark. Convertcom can automate some of this, but you need a process.
How to stay on top of it: - Sync with your CRM weekly, if you can. - Set up rules for auto-removal or updating: For instance, remove leads who haven’t engaged in 90 days, or update segments when a deal moves stages. - Schedule a quarterly clean-up: Have someone (not an intern—someone who cares) review your segments and prune what’s outdated.
Pro tip: Document what each segment is for. If it’s just “leftovers” from a campaign you ran last year, archive or delete it.
Step 6: Don’t Overcomplicate It
It’s tempting to build segments for every scenario (“CFOs at companies with 51-99 employees in healthcare who opened our April 2023 newsletter”). Usually, that just eats up your time with little to show for it.
What works better: - Focus on 3-5 core segments tied to your sales process. - Use custom fields only when there’s a proven use case. - Resist the urge to “future-proof” with imaginary segments. Build for today, not for every maybe-someday campaign.
What Actually Moves the Needle (and What Doesn’t)
Works: - Behavioral triggers (demo requests, repeated site visits) - Segmenting by sales stage - Combining firmographics with intent data
Doesn’t work: - Lists built from scraped data (they go cold fast) - Segments based just on company size or industry - Over-segmenting for “personalization” that’s just mail-merge with a first name
Ignore: - “AI-powered” segment suggestions—these rarely beat a marketer who knows their audience. - Chasing every new segmentation feature. Stick to what helps you send better messages.
Real-World Segment Ideas for B2B in Convertcom
Need inspiration? Here are some segments that actually help:
- Current customers at risk of churn: Filter by product usage drop or support tickets.
- Decision-makers who viewed pricing: Target with specific case studies.
- Leads engaging with competitor comparison pages: Send them battlecards or testimonials.
- Recently closed-lost deals: Keep them warm for future re-engagement.
- Accounts with open opportunities stuck in “proposal” for 30+ days: Nudge with deadline-driven offers.
If a segment doesn’t map to a clear campaign or action, don’t bother.
TL;DR—Keep Segmentation Simple, Actionable, and Flexible
Segmentation in Convertcom isn’t about showing off how many filters you can use—it’s about making your outreach smarter, not harder. Start with the data you trust, build segments that tie to real actions, and don’t let your lists get stale. Skip the “hacks” and focus on what helps you talk to the right people, at the right time. Test, clean up, and adjust as you go. Simple beats clever, every time.