If you’re sending email campaigns from Cognism and just blasting every lead with the same message, you’re missing the point—and probably annoying your prospects. Smart segmentation is how you get more replies and fewer unsubscribes. This guide is for anyone using Cognism who wants practical, tested ways to slice and dice their leads before hitting send. No marketing buzzwords, just what actually works.
Why bother segmenting leads?
You might be thinking: “Isn’t this just another box to tick before I send?” Honestly, segmentation is the difference between “mark as spam” and “tell me more.” Here’s why:
- Relevance: People respond to emails that actually speak to their role, pain points, or interests.
- Deliverability: Sending generic blasts to everyone? You’ll get flagged as spam faster.
- Efficiency: Targeted lists mean fewer wasted emails and better data on what’s working.
But before you lose hours fiddling with filters, let’s get into what’s worth your time in Cognism—and what isn’t.
1. Start with Clean, Reliable Data
Before you even think about segmentation, make sure your data isn’t garbage.
- Check for duplicates. Cognism’s database is big, but it’s not immune to repeats. De-dupe your lists.
- Update missing fields. If half your leads have no job title or company size, most filters won’t work.
- Validate emails. Nothing kills deliverability like bounces. Use Cognism’s built-in email verification or a third-party tool if you’re skeptical.
Pro tip: Spend 10 minutes cleaning before every campaign. It’ll save you hours of headache later.
2. Know Which Segments Actually Matter
Not all segmentation is created equal. Here are the filters that tend to matter (and the ones that usually don’t):
The winners
- Job title / seniority
Target decision-makers, not just anyone with a company email. - Industry
“One-size-fits-all” messaging just doesn’t work. Break out your lists by vertical: tech, finance, manufacturing, etc. - Company size
Selling to startups is nothing like selling to Fortune 500s. Use employee count or revenue filters. - Location
Obvious, but overlooked. Segment by country, state, or even city for local offers.
The so-so options
- Tech stack
Useful if your product only works with certain tools, but don’t overdo it. - Recent funding
Can be gold for certain SaaS or B2B products, but don’t assume every funded company is ready to buy.
What to ignore (most of the time)
- Generic “tags” or “notes”
Unless you’re religious about updating them, they’re unreliable. - Random social media activity
It sounds cool, but unless you know it’s a buying signal, skip it.
3. Use Cognism’s Filters Like a Human, Not a Robot
Cognism’s filtering is fast, but it’s only as smart as you are. Here’s how to use it without overcomplicating things:
Step-by-step segmentation
- Log in and go to the “Leads” or “Contacts” section.
- Use the filter sidebar.
- Pick your key criteria: job title, industry, company size, location.
- Don’t stack too many filters—three to four is usually the sweet spot.
- Preview your results.
- Check the sample before exporting or saving. Are these the people you want?
- Save your segment as a list.
- Give it a clear name (“UK SaaS CTOs, 10-100 employees”) for future use.
Pro tip: If you’re running a small campaign, it’s better to have a tight list of 100 perfect leads than 5,000 “maybes.”
4. Go Beyond the Obvious: Advanced Segmentation Tactics
Once you’ve nailed the basics, try these to get even more targeted:
A. Trigger-based segments
Look for recent job changes, promotions, or company news. Cognism lets you filter by “recently joined” or “job change”—these people are more likely to be open to new tools or services.
B. Account-based segments
If you’re practicing account-based marketing (ABM), build segments around specific companies or types (e.g., all companies in the Fortune 500, or every Salesforce user in the UK). This works well for high-touch outreach.
C. Engagement history
Sync Cognism with your CRM (like HubSpot or Salesforce) and segment based on who’s opened or clicked previous emails. It’s not built-in, but with a little integration, you can focus on warm leads.
Honest take: Don’t overthink it. You don’t need a PhD in data science to get results. Fancy filters are nice, but most replies come from getting the basics right.
5. Don’t Trust Automation Blindly
Cognism offers “smart lists” and automated workflows. They’re handy, but don’t just set and forget. Automated segments can quickly get messy if your data isn’t perfect or your criteria are off.
- Check your lists regularly. People change jobs, companies evolve, and your ideal customer profile may shift.
- Spot-check new leads. Are they really a fit, or just filling up your CRM?
Pro tip: The best automation is the kind you can easily audit. If you can’t explain why someone’s on a list, something’s broken.
6. Test, Track, and Tweak
No segmentation plan survives first contact with the real world. Here’s how to keep improving:
- A/B test different segments. Split your campaign between two lists (e.g., CTOs vs. Product Managers) and see who bites.
- Track replies, not just opens. Opens are unreliable—focus on real engagement.
- Drop or merge segments that don’t perform. If a segment gets zero traction after a couple of tries, kill it or rethink your targeting.
7. Common Segmentation Mistakes (and How to Dodge Them)
Let’s save you some pain:
- Making segments too broad. “All decision-makers in EMEA” is basically just “everyone.”
- Getting too granular. Don’t filter down to “CFOs at series B healthtech companies in Luxembourg using HubSpot and Asana.” You’ll end up with five people.
- Ignoring the humans. If your message wouldn’t make sense to the people on the list, your segment’s off.
Final thoughts: Keep It Simple, Iterate Often
You don’t need 20 segments to run a great campaign in Cognism. Start with the basics: clean data, clear filters, and lists you can actually use. Build from there. The best segments are the ones you revisit—cut what’s not working, double down on what is, and don’t believe anyone who says there’s a magic formula.
Segment smart, keep it human, and you’ll get better results every time.