If you’re running B2B sales campaigns, you know “personalization” can mean anything from using someone’s first name to actually knowing what they care about. The real difference-maker? Segmentation. Do it well, and your Overloop campaigns get a lot more replies and a lot fewer unsubscribes. Do it wrong, and you’re sending the same bland message to everyone—wasting your time and theirs.
This guide is for sales folks, marketers, and anyone who’s tired of hand-waving advice about “hyper-personalization.” You’ll get a real-world approach to segmenting leads in Overloop, so your B2B sales messages actually land.
Why segmentation matters (and what to ignore)
Here’s the honest truth: most B2B sales emails sound the same because they are the same. The only way to avoid blending into the background noise is to segment your leads in a way that actually matters to them.
What to ignore: - “Spray and pray” lists. If you’re emailing everyone with the same pitch, you’re wasting your shot. - Overly complicated segmentation schemes. If you need a spreadsheet just to track your segments, you’ll never keep it up. - Chasing every micro-persona. Focus on segments that actually change your message or offer.
What works: - Segmenting based on real differences, like industry, company size, or trigger events (e.g., new funding, hiring sprees). - Using segmentation to drive changes in your messaging, not just adding a {First Name} token.
Step 1: Get your data right (before you even open Overloop)
Before you start slicing and dicing in Overloop, make sure the data you’re putting in actually supports good segmentation.
- Clean your lists: Remove duplicates, obvious spam, or outdated contacts. Dirty lists waste time and annoy people.
- Standardize key fields: If “Industry” is sometimes “Tech,” sometimes “Technology,” and sometimes “IT,” your segments will be a mess.
- Enrich where it matters: Tools like Clearbit or manual research can fill in gaps (company size, revenue, tech stack), but don’t go overboard unless those details will actually drive your messaging.
Pro tip: Don’t collect data just because you can. Only add fields you’ll actually use to change your approach.
Step 2: Figure out what actually matters for your sales motion
Not every data point is worth segmenting on. Focus on what really changes your pitch or offer.
Here are some fields that usually matter in B2B sales:
- Industry: Different industries have different pain points and buying cycles.
- Company size: Startups care about different things than Fortune 500s.
- Job title/seniority: Messaging for a CMO is not the same as for a Marketing Manager.
- Recent events: Funding rounds, hiring trends, new product launches—these are great triggers for outreach.
- Tech stack: If your product integrates with Salesforce, you want to prioritize companies using Salesforce.
What doesn’t usually matter: - Generic demographic info (“favorite color” or “number of pets” rarely helps you close deals) - Overly granular segments (“companies with exactly 47 employees in Oklahoma”)
Reality check: If you can’t say how you’d change your message for a segment, you probably don’t need it.
Step 3: Build practical segments in Overloop
Now, jump into Overloop and put those insights to work.
Using Overloop’s segmentation features
Overloop uses “filters” and “tags” to create segments. Here’s how to do it without getting lost:
- Tags for broad categories: Use tags for big, clear-cut segments—like “SaaS,” “Agency,” “Enterprise,” etc. You can apply these manually or automate it via imports.
- Filters for dynamic segments: Overloop lets you filter leads by any field (industry, company size, last contacted, etc). Save your favorite filter sets for quick access.
- Custom fields for special cases: If you need to track something Overloop doesn’t have by default—like “Uses HubSpot”—add a custom field.
Example: Building a real segment
Let’s say you sell a marketing tool for SaaS companies with 50-500 employees who use HubSpot.
- Start by tagging all SaaS leads as “SaaS.”
- Add a custom field for “Uses HubSpot” (yes/no).
- Filter leads by “Company size: 50-500,” “Tag: SaaS,” and “Uses HubSpot: Yes.”
- Save this filter as a segment called “SaaS 50-500 HubSpot.”
Now you’ve got a list that’s actually meaningful—and you can tailor your pitch accordingly.
Step 4: Personalize messaging for each segment (without losing your mind)
Segmentation is pointless if every message still sounds the same. You don’t need to write 50 different campaigns, but make sure your main segments get something that feels written for them.
How to actually personalize:
- Industry: Reference industry-specific challenges or regulations.
- “We help SaaS companies cut onboarding time in half.”
- Company size: Address scale—small companies care about simplicity, large ones about integration/security.
- “Our platform is built for busy teams of 50-500 people—no IT help needed.”
- Trigger events: Mention recent news or milestones.
- “Congrats on your recent funding—I know hiring quickly can be a nightmare.”
What not to do: - Don’t just drop in a {Industry} token and call it a day. - Don’t write a novel for each lead. A sentence or two personalized to the segment is enough. - Don’t overpromise—if you can’t actually solve their specific pain, don’t pretend.
Pro tip: Write your “base” message first. Then, for each key segment, add or swap out 1-2 lines that speak directly to them. You’ll move faster and sound more relevant.
Step 5: Test, measure, and clean up as you go
Here’s where most people get lazy: they set up segments, send a few campaigns, and never revisit. Don’t do that.
- Track reply rates, not just opens. Opens are easy to fake; replies mean you actually got through.
- Prune dead segments. If a segment isn’t performing or is too small to be useful, merge or delete it.
- Tweak segments over time. If you see a certain industry or trigger working, double down. If not, try broader or different filters.
Honest take: Most “advanced” segmentation advice is just busywork unless you’re actually seeing better results. Stick to what moves the needle.
A few things to skip (and why)
Every tool has features that sound cool but don’t deliver much in practice. Here’s what to mostly ignore in Overloop when segmenting:
- Complex scoring formulas: Unless you have a massive volume of leads, simple filters and tags work fine.
- Too many custom fields: You’ll spend more time maintaining the data than reaching out.
- Automating everything: Automation is great—until you lose track of what’s actually happening. Build segments you can explain in plain English.
Keep it simple, iterate often
Segmentation in Overloop isn’t about being fancy—it’s about making your life easier and your campaigns more effective. Start with a few segments that really matter, tweak your messaging, and see what works. If you’re not seeing better replies, rethink your segments or your message. Don’t get sucked into overcomplicating things.
The best segments are the ones you’ll actually use. Keep it simple, measure, and adjust as you go. That’s how you actually get more from your B2B sales campaigns—and spend less time yelling into the void.