If you’re selling B2B, you know the spray-and-pray approach is dead. Getting your prospects sorted into the right buckets—by industry, size, engagement, or anything else that matters—is how you move deals forward (and keep your sanity). This guide is for anyone using 11x who wants to make advanced filters actually work for them, not just make reports look fancy.
Forget abstract theory. Here’s how to build useful, real-world segments you’ll actually use—plus a few traps to sidestep.
Why bother with advanced filters?
Most CRMs claim to offer segmentation, but let’s be honest: most people never go beyond the basics. “Show me all companies in tech.” “Show me leads added this month.” That’s fine for a quick look, but it’s not enough if you want to prioritize, personalize, or even run a halfway decent campaign.
Advanced filters in 11x let you combine multiple criteria, zero in on high-potential accounts, and finally stop wasting time on leads that’ll never convert. But with great power comes... well, a lot of ways to overcomplicate things.
Step 1: Get clear on your goal (don’t skip this)
Before you build a single filter, ask: What do I actually need this segment for?
- Campaigns: Are you prepping for a cold email run? Targeting for a webinar? Each use case needs a different slice.
- Sales prioritization: Want your team to focus on big fish or those showing buying signals?
- Reporting: Looking to measure pipeline by industry, deal size, or engagement?
If you can’t answer this, you’ll end up with a Frankenstein segment that’s good for nothing. Write down your goal in a sentence—seriously, it saves headaches later.
Step 2: Know your data (warts and all)
Advanced filtering is only as good as your data. It’s tempting to jump in and start filtering by fields like “Industry” or “Annual Revenue,” but if half your records have blank or inconsistent values, your segment will be garbage.
What to check: - Are your key fields (like industry, company size, contact status) actually filled out? - Are values standardized (e.g., “SaaS” vs “Software” vs “Tech” all meaning the same thing)? - Are you relying on custom fields or tags added by different team members over time?
Pro tip: Pull a quick export of your prospect list and scan for missing or weird values. Fix what you can before you build segments. If you can’t fix it, at least know what’s messy so you don’t build filters on shaky ground.
Step 3: Start with simple filters—then layer up
Don’t try to build a 10-condition monster filter out of the gate. Start with the basics, test, then add complexity only as needed.
Common starting points: - Firmographics: Industry, company size, location - Engagement: Last activity date, email opened/clicked, meeting booked - Deal stage: Where they are in your pipeline
How to build in 11x: 1. Go to your prospect list. 2. Click the filter button. 3. Add one filter at a time (e.g., “Industry is SaaS”). 4. Hit “Apply” and see what comes up—does it pass the sniff test? 5. Layer additional filters (e.g., “AND Annual Revenue > $10M”).
What works: Combining 2-4 targeted filters usually gets you a high-value, actionable segment.
What doesn’t: Going filter-crazy. If you need a spreadsheet to explain your segment logic, you’ve gone too far.
Step 4: Mix ANDs and ORs thoughtfully
This is where most people trip up. “AND” means ALL conditions must be true; “OR” means ANY can be true. Mixing these gives you power, but also confusion if you’re not careful.
Example: - AND: “Industry is SaaS” AND “Annual Revenue > $10M” (narrow, precise) - OR: “Industry is SaaS” OR “Industry is Fintech” (broader group) - Mix: (“Industry is SaaS” OR “Industry is Fintech”) AND “Annual Revenue > $10M”
11x tip: Use parentheses to group logic, just like in math. If your segment reads like a riddle, step back and simplify.
What to ignore: Don’t chase “just in case” filters. If you’re adding a condition because maybe, someday, it’ll matter, you’re probably overfitting.
Step 5: Save and name segments like you’ll thank yourself later
Don’t name your segment “Test 2” or “Prospects.” Be specific and future-you will have an easier time.
Better naming: - “US SaaS Companies > $10M, Engaged Last 30 Days” - “Open Opportunities, No Activity > 14 Days” - “Fintech, C-Suite, Attended Q1 Webinar”
Why bother? Good names help your team (and you) reuse segments, spot duplicates, and avoid confusion.
Step 6: Test, spot-check, and get feedback
Filters look logical in the builder, but reality is messy. Always spot-check the results:
- Are any obvious prospects missing?
- Any weird ones showing up who shouldn’t?
- If you’re segmenting for a campaign, test with a small batch first.
Get a second set of eyes: Ask a teammate to review your segment definition and sample results. Fresh eyes catch blind spots.
Step 7: Iterate—don’t set it and forget it
Your business, data, and sales strategy will change. Segments built today might be useless in 3 months.
- Schedule a review: Put a recurring calendar reminder to audit your segments every quarter.
- Track what works: If a segment keeps delivering duds, tweak it or kill it.
- Archive old segments: Don’t be sentimental—clean up what you’re not using.
Pro tip: Keep a doc or spreadsheet with your segment logic and what each is used for. Saves time when onboarding new team members or troubleshooting.
What really works (and what doesn’t)
Works: - Starting simple, then layering on only what matters - Using data you trust, not just what’s available - Naming and documenting segments clearly
Doesn’t work: - Overengineering with ultra-complex filters - Relying on fields that aren’t reliably filled out - Building segments “just because you can”—always tie to a real action or need
Ignore the hype: Don’t get dazzled by promises of AI-powered magic filters. If your raw data stinks, no feature will save you. It’s boring, but true.
Keep it simple—then tune as you go
You don’t need a PhD in Boolean logic to get value out of 11x’s advanced filters. Start with a clear goal, use data you trust, and keep your segment logic as simple as possible. Test, tweak, and don’t be afraid to throw out what isn’t working. The best segment is the one you actually use.
Now, get in there and build something you’ll thank yourself for.