If you're managing B2B contacts, you know the pain: a giant list of names, companies, and emails that’s about as actionable as a phone book. This guide is for anyone using Serper.dev who wants to actually make sense of their contacts—and not just shuffle data around for the sake of it. You’ll find out what matters, what’s a waste of time, and how to set up segments you’ll actually use.
Why bother segmenting B2B contacts?
Let’s be honest: most B2B contact lists are dumping grounds. Smart segmentation turns that mess into something you can use—whether you’re running outreach, nurturing leads, or reporting to your boss on what’s actually working.
Good segmentation helps you: - Target the right people with the right messages - Avoid spamming the same folks over and over - Spot gaps in your data (so you can fix them) - Actually measure if your campaigns work
Bad segmentation just means more busywork and “insights” nobody uses. So let’s keep it simple and focus on what’ll actually move the needle.
Step 1: Get your data in order (don’t skip this)
I know, you want to jump straight into segmenting. But if your data’s a mess, your segments will be, too. In Serperdev, garbage in means garbage out.
Checklist before you start: - Deduplicate contacts: No one likes getting two emails from you in the same hour. - Standardize fields: Make sure job titles, company names, industries, etc., use consistent values (not “VP Sales” in one record and “Vice President, Sales” in another). - Fill the basics: You need at least name, company, email, and something to actually segment on (like industry, region, or deal stage). - Delete obvious junk: Spam addresses, test contacts, and “asdf@asdf.com” types—just nuke them.
Pro tip: Don’t get paralyzed trying to fix every field. Focus on the columns you’ll actually use for segmentation. The rest can wait.
Step 2: Decide what segmentation actually matters for your business
There’s a real temptation to slice your list a hundred ways. Resist. More segments isn’t better—it’s just more to manage.
Core segments that work for most B2B teams: - Company size: (e.g., SMB, Mid-market, Enterprise) - Industry/vertical: (Tech, Finance, Healthcare, etc.) - Geography: (Region, country, or even city if you’re local) - Job function: (Sales, Marketing, IT, Executive) - Lifecycle stage: (Lead, Opportunity, Customer, Churned, etc.)
What to ignore (unless you have a good reason): - Hyper-specific segments like “CTOs at companies with 17-23 employees in Boise.” The smaller your segment, the less useful it usually is. - Vanity segments you’ll never use. If you can’t think of a campaign or report you’d run for a segment, don’t bother creating it.
Ask yourself: “Will I actually use this segment for something?” If the answer’s no, skip it.
Step 3: Set up your segments in Serperdev
Now you’re ready to actually build your segments in Serperdev. The platform is flexible, but don’t let that trick you into over-engineering things.
How to create segments that don’t suck: 1. Use dynamic filters: Let Serperdev’s filters group contacts automatically based on data, so you’re not stuck updating lists by hand. 2. Name segments clearly: “US Enterprise Marketers” is better than “List 2024 Q2 #3.” 3. Save filters you’ll reuse: If you’re running monthly campaigns to “Prospects in Retail over 500 employees,” save it as a segment—you’ll thank yourself later.
Example segment setups: - Industry + Job Function: “Healthcare IT Directors” - Lifecycle + Geography: “Open Opportunities in EMEA” - Company Size + Lifecycle: “SMB Customers (Won)”
Pro tip: Avoid segments based only on a single field unless it’s actually meaningful. “All contacts in California” is rarely useful by itself unless you’re, say, running a live event there.
Step 4: Keep segments clean and up to date
Segmentation isn’t “set it and forget it.” People change jobs, companies get acquired, and data goes stale fast.
Here’s what actually works: - Schedule regular cleanups: Once a quarter is a good rhythm for most teams. - Automate updates where possible: Use Serperdev’s integrations to sync with your CRM or marketing tools, so you’re not stuck updating records by hand. - Watch for segment drift: If a segment grows unexpectedly, check if your filters are too broad or data is getting sloppy.
What to ignore: - Manual updates for every little change. If you’re updating segments daily, your process is broken. Automate or simplify.
Step 5: Use segments for something useful (not just reporting)
The real value comes from putting your segments to work. If you’re just segmenting for pretty dashboards, you’re missing the point.
Ways to actually use your segments: - Targeted campaigns: Send different emails to “New Leads” vs. “Existing Customers.” - Sales prioritization: Help reps see their hottest prospects by geography or deal stage. - Personalized outreach: Tailor messages by industry or job function, not just “Hi, [First Name]!” - Reporting that matters: Track conversion rates by segment to see where you’re winning (and where you’re not).
What doesn’t work: - Blanket emails to all segments anyway. Don’t do all this work just to blast everyone with the same newsletter. - Creating segments just to check a box for “advanced marketing.” Segments should have a clear use case.
Pro tip: If you’re not using a segment for something in the next month, archive or delete it. Less clutter = more focus.
Step 6: Review, prune, and adjust (regularly)
Your business changes. Your segments should too.
- Quarterly segment review: What’s still useful? What’s gone stale? Kill off the ones you don’t use.
- Ask your team: Sales and marketing folks often know when a segment isn’t pulling its weight.
- Experiment, but don’t overdo it: Try new segments (e.g., “Fastest Closed-Won Deals”) but don’t let your list spiral out of control.
Ignore: The idea that you need “perfect” segments. Good enough is good enough. If you’re acting on the data, you’re ahead of most.
Quick FAQ
What if my data is missing fields?
Don’t let it stop you. Start segmenting with what you have. Over time, fill in the gaps, but don’t wait forever for “perfect” data.
Should I use tags or custom fields?
Both work. Tags are quick and dirty; custom fields are better for structured data you’ll use in filters. Don’t overcomplicate it.
How many segments is too many?
If you can’t remember what a segment is for, you have too many. Under 10 per team is usually more than enough.
Keep it simple, and iterate
Segmentation in Serperdev should make your life easier, not harder. Start with just a few practical segments, use them, and improve as you go. Don’t chase perfection or get bogged down in endless data cleanup. The best segments are the ones that help you take action—not just organize your spreadsheet.
Get started, keep it simple, and tweak as you learn. That’s what actually works.