Best practices for segmenting B2B contacts in Humanlinker for targeted campaigns

If you’re running B2B campaigns and using Humanlinker, you already know that spraying the same message to everyone is a waste of time (and money). Good segmentation is what separates the teams who get replies from the ones who get ignored. This guide is for marketers, SDRs, and anyone who wants their outreach to not suck. I’ll walk you through no-nonsense ways to segment your contacts in Humanlinker so you can actually send targeted campaigns that land.

Why Segmentation Matters (and What to Ignore)

Let’s be real: most B2B contact lists are a mess. There’s overlap, outdated leads, and a weird urge to create a million tiny segments because some “thought leader” said hyper-personalization is everything. Here’s the truth:

  • Good segmentation helps you avoid spamming people with irrelevant messages.
  • Too much segmentation slows you down and creates busywork.
  • Not segmenting at all? You might as well not bother with outreach.

The sweet spot: a handful of segments that reflect real differences in your audiences — and that you can actually act on.

Ignore the hype about AI-powered micro-segments unless you’re a huge enterprise with lots of resources. Start simple and only get fancier when you have proof it’s worth it.

Step 1: Get Your Data in Order

Before you start segmenting, make sure your contact data isn’t garbage. Humanlinker can’t work magic if your info is out of date or full of duplicates.

  • Clean up duplicates and dead contacts. Don’t waste time messaging someone who left their company two years ago.
  • Standardize fields. If “Industry” is sometimes “SaaS,” sometimes “Software as a Service,” and sometimes blank, your filters won’t work.
  • Fill in the blanks. Missing job titles or company sizes? Try to patch holes with enrichment tools or by importing up-to-date lists.

Pro tip: If you’re inheriting a list, always spot-check 10–20 contacts to see how messy things really are before you start building segments.

Step 2: Decide What Actually Matters for Your Business

You don’t need to segment by every field Humanlinker offers. The trick is to focus on what changes your message or offer. Here are some classic (and useful) B2B segments:

  • Industry or vertical (e.g., SaaS, manufacturing, healthcare)
  • Company size (e.g., SMB, mid-market, enterprise)
  • Seniority or role (e.g., VP, Director, Manager, Individual Contributor)
  • Geography (e.g., region, country, language)
  • Account tier (e.g., target accounts vs. everyone else)
  • Engagement or activity (e.g., opened previous emails, attended a webinar)

What to avoid: - Overly specific segments (e.g., “SaaS companies in Berlin with 51-53 employees and a CMO named Tom” — nobody has time for that) - Fields you won’t actually use (if you never change your messaging by region, don’t segment by region)

Step 3: Set Up Segments in Humanlinker

Now get hands-on. In Humanlinker, segmentation usually means filtering or tagging contacts, then saving those as dynamic or static lists.

How to Build Segments That Work

  1. Use filters, not just tags. Tags are fine for quick notes (“VIP,” “event lead”) but filters are better for repeatable, scalable segments.
  2. Make segments dynamic where possible. That way, new contacts matching your criteria are automatically included.
  3. Name segments clearly. “US-Enterprise-IT Directors” is clear. “Test List 3” is not.
  4. Test your filters. Always preview a segment. Are the right types of contacts included? If not, tweak your logic.

Example:
Let’s say you want a segment of mid-market SaaS companies in the US, targeting Heads of Sales. In Humanlinker, you’d filter:

  • Industry = SaaS
  • Company size = 100–1000 employees
  • Geography = United States
  • Title contains “Head of Sales” or “Sales Director”

Save it as a dynamic segment so new contacts roll in automatically.

What to ignore:
Don’t create a new segment for every campaign. Build core segments and use campaign-level personalization for the rest.

Step 4: Layer Segments for More Precision (But Don’t Go Nuts)

Some Humanlinker users get excited and stack filters until they have segments so tiny they’re useless. Instead:

  • Start broad, then layer in 1–2 extra filters. For example: Industry + Role. Or Company Size + Region.
  • Use exclusions when needed. Sometimes it’s faster to say “everyone except X” (e.g., all leads except current customers).
  • Review segment size. If your segment has fewer than 20 people, it’s probably not worth it unless you’re doing true high-touch outreach.

When to Break the Rules

  • If you’re running an ABM (account-based marketing) campaign for your top 20 target accounts, make a segment just for them. That’s worth going deep.
  • For everyone else, don’t sweat the micro-details.

Step 5: Keep Segments Updated and Prune Regularly

Your business changes, your market changes, and, yes, people change jobs. If you never clean up, your segments get stale fast.

  • Set a calendar reminder to review segments monthly or quarterly.
  • Archive segments you’re not using. Too many lists = confusion.
  • Audit segment criteria. Does “mid-market” still mean 100–1000 employees for you? Has your ideal customer profile shifted?

If you see a segment isn’t getting responses, don’t blame the contacts — check if your criteria are still relevant.

Step 6: Actually Use Your Segments for Targeted Campaigns

This is where the rubber meets the road. Too many teams build segments and then blast generic emails anyway. Don’t do that.

  • Tailor your message to each segment. At minimum, tweak the subject line and opening line.
  • Use merge fields wisely. Personalizing with company name and role is good. Overdoing it with 10+ variables is a mess.
  • Test and iterate. Run A/B tests within a segment to see what resonates. Don’t assume you know what works.
  • Watch reply and open rates by segment. If a segment underperforms, revisit your assumptions or messaging.

What to ignore:
Don’t obsess over vanity metrics (like opens). Focus on real engagement: replies, booked meetings, and pipeline.

Step 7: Learn and Adjust (Segmentation Is Never “Done”)

The best marketers treat segmentation as a living thing, not a one-time setup. Use campaign results to refine your segments.

  • Which segments convert best? Double down there.
  • Which ones flop? Maybe those shouldn’t be segments at all.
  • Ask for feedback. If you get “not relevant” replies, your segmenting is off.

Pro Tips & Honest Takes

  • Don’t chase every new field. If Humanlinker adds a fancy new data point, ask yourself if you’ll really use it.
  • Simple beats complex. The fewer segments you have to maintain, the better.
  • Document your logic. If you leave, will someone else understand your segments? Keep it clear.
  • Avoid “just in case” segments. Only build what you need now.

Keep It Simple, Stay Flexible

Segmentation in Humanlinker isn’t rocket science — but it’s easy to overthink. Start with a few practical segments, use them for real campaigns, and don’t be afraid to prune what doesn’t work. The goal isn’t to slice your list into oblivion. It’s to actually reach people who care.

So, keep your segments simple, your data clean, and your campaigns focused. Iterate as you learn. That’s how you get results — without drowning in busywork.