If you’re running B2B campaigns and you’re tired of wasting budget on the wrong people, this guide is for you. We’re talking real-world, roll-up-your-sleeves advice for segmenting audiences in Techtarget—minus the buzzwords and empty promises. Whether you’re new to Techtarget or you’ve been burned by one-size-fits-all lists before, read on. You’ll get actionable tips, a few reality checks, and the confidence to build segments that actually deliver.
Why Audience Segmentation in Techtarget Matters
Let’s get real—most B2B campaigns fail not because the offer is bad, but because they’re talking to the wrong crowd. Techtarget’s whole pitch is that you can reach tech buyers researching right now. But if you just blast your campaign to everyone in IT, you’re basically burning money.
Good segmentation means: - Less wasted spend. - Higher engagement (real leads, not just opens or clicks). - More relevant messaging. - Shorter sales cycles (sometimes).
But you only get these if you do segmentation right. Let’s get into how.
Step 1: Start With a Clear Goal—Not Just a List
Before you even open up Techtarget’s audience builder, ask yourself: - What do I want this campaign to do? (Brand awareness? Lead gen? Nurture existing pipeline?) - Who actually benefits from what I’m offering? (Be honest here. “Anyone in IT” isn’t an answer.) - What does a “good lead” look like for my sales team?
Pro tip: If you can’t explain your audience in a single sentence, you’re not ready to segment.
What works: Tight, specific goals (e.g., “I want to reach cloud security managers at companies with 500–5000 employees in healthcare”).
What doesn’t: Vague, “let’s see who bites” targeting. It’s tempting, but it never pays off.
Step 2: Get Familiar With Techtarget’s Data (and Its Limits)
Techtarget’s core value is its intent data—they track who’s researching what, across their network of tech sites. Here’s what you get (and what you don’t):
The Good
- Topic-level intent signals: You can see who’s reading about cloud security, DevOps, storage, etc.
- Company-level research data: Not just individuals—entire companies showing spikes in certain topics.
- Contact data: Usually job titles, roles, sometimes direct emails (quality varies, be warned).
The Not-So-Good
- Job titles can be messy: “IT Manager” means different things at different companies.
- Intent signals aren’t magic: Just because someone read an article doesn’t mean they’re ready to buy.
- Industry and company size data is sometimes outdated: Especially for smaller or fast-growing firms.
Bottom line: Use Techtarget’s data as a starting point, not gospel. Cross-check with your CRM or LinkedIn before pulling the trigger on a big spend.
Step 3: Build Segments That Make Sense for B2B
Now, onto the meat: how to actually build segments that work. Here are your main levers in Techtarget:
1. Company Attributes
- Industry: Narrow it down. Don’t just pick “all tech.” If you’re after fintech, say so.
- Company size: Match your sales team’s sweet spot. Enterprise deals? Avoid SMBs.
- Region: Only target where you can actually sell/support.
2. Contact Roles & Job Titles
- Function: IT, DevOps, Security, Finance, etc.
- Seniority: Don’t just go for C-suite—often, practitioners are the researchers.
- Custom lists: Use your own ABM account lists if possible.
3. Intent Topics
- Pick the top 2–3 relevant topics: Don’t get greedy and select everything remotely related to your product.
- Timeframe: Recent intent (last 30–60 days) usually beats older activity.
4. Engagement Triggers
- Content downloads, webinar views, etc.: If you can filter for these, do it. Someone who downloaded a whitepaper yesterday > someone who read an article six months ago.
What to Ignore
- Trying to “layer” every possible filter: The more filters you add, the smaller (and sometimes weirder) your list gets.
- Over-valuing intent alone: Use it as a signal, not a silver bullet.
Step 4: Avoid These Common Segmentation Mistakes
Even experienced marketers screw this up. Here’s what to watch out for:
1. Over-segmentation
You end up with 20 micro-audiences, each too small to matter. The result? Weak campaign performance, and your sales team hates you.
2. “Spray and Pray”
You build one giant segment—everyone in IT, all industries, all sizes. Your message gets ignored by 95% of them.
3. Chasing Shiny Metrics
Clicks and opens look great in reports, but if your leads aren’t converting, your segmentation is off.
4. Ignoring Feedback
If sales sends back your leads with “not relevant,” listen. Adjust your segments, don’t just blame the platform.
Step 5: Test, Measure, and Iterate
Nobody nails segmentation the first time. Here’s how to actually improve:
- A/B test segments: Run two lists—e.g., one broader, one tighter—and see which performs.
- Track not just leads, but pipeline: Are these leads turning into meetings or deals? If not, tweak your audience.
- Get sales input early: They know which titles and companies are worth your time.
- Rinse and repeat: Set a regular cadence (monthly or quarterly) to review and refine.
Pro tip: Keep notes on what works and what flops, so you don’t repeat mistakes every quarter.
Real Talk: What Works Best (and What’s Overhyped)
What Actually Moves the Needle
- Combining intent data with your own account lists: ABM + intent > intent alone.
- Focusing on recent, high-engagement leads: Yesterday’s webinar attendee is worth 10x more than someone who downloaded a PDF last year.
- Tight alignment with sales: If your segments match who sales wants to talk to, everything else gets easier.
What Usually Doesn’t
- Buying giant lists and hoping for the best: You’ll get low engagement, poor lead quality, and wasted spend.
- Believing intent signals are a magic wand: They’re useful, but not a substitute for good targeting and follow-up.
Keep It Simple—And Keep Tweaking
Here’s the truth: audience segmentation is never “set it and forget it.” The best marketers keep it simple, stay skeptical of too-good-to-be-true claims, and tweak based on real results—not wishful thinking.
Start with clear goals, use Techtarget’s tools wisely, and don’t be afraid to adjust. The more you iterate, the better your campaigns (and your leads) will get. That’s about as close to a “secret formula” as you’ll find.