If you’re running B2B campaigns and need to actually reach the right people—not just spray and pray—audience segmentation is where the real work happens. This guide is for marketers, ops folks, and anyone using Trigify.io for multichannel campaigns who wants straight talk, not a sales pitch.
Let’s dig into practical ways to segment B2B audiences in Trigify.io, what’s worth your effort, and what you can skip.
Why Segmentation Isn’t Optional (and Why Trigify.io Helps, But Won’t Rescue Bad Data)
You can have the best messaging in the world, but if it goes to the wrong people, it’s wasted. Segmentation is how you cut through the noise and actually get responses, not unsubscribes. Trigify.io gives you a decent set of tools for slicing and dicing your audience, but don’t expect miracles if your data is messy or your ICP is fuzzy. No tool can fix unclear targeting.
Step 1: Get Your Data (and Expectations) in Order
Before you start building segments, check your data. Here’s what matters:
- Company info: Industry, size, revenue, location. The basics.
- Contact info: Roles, seniority, department, job titles.
- Engagement data: Email opens, website visits, event attendance, etc.
- Tech stack (if available): What tools do they use?
- Lifecycle status: Lead, MQL, SQL, customer, churned, etc.
Pro tip: Garbage in, garbage out. If your CRM is full of duplicates or missing fields, fix that first. Trigify.io can only segment what you give it.
Step 2: Define Your Segmentation Goals (Don’t Overthink It)
Don’t fall for the “we need 20 micro-segments” trap. Start with what matters for your campaign:
- Are you trying to book demos?
- Nurture existing leads?
- Upsell or cross-sell to current customers?
- Re-engage cold accounts?
Pick one or two main objectives per campaign. Your segments should reflect these, not every possible attribute.
Step 3: Build Segments in Trigify.io That Actually Matter
Here’s where the rubber meets the road. In Trigify.io, you can create audience segments using:
- Filters: Based on company/contact fields, engagement data, or custom tags.
- Dynamic lists: Auto-updating segments based on set criteria.
- Static lists: For one-off campaigns or manual uploads.
Let’s break down practical, effective segment types for B2B:
1. By Company Size & Industry
Most B2B messaging falls flat when you try to talk to startups and Fortune 500s the same way. Use filters like:
- Industry (e.g., SaaS, manufacturing, healthcare)
- Employee count (e.g., 1-50, 51-200, 201-1000)
- Revenue band (if you’ve got it)
What works: Tailoring your pitch for the realities of each segment. Trends, pain points, buying cycles—they’re all different.
What doesn’t: Overcomplicating with hyper-niche industries unless your product really is that specific.
2. By Role, Department, and Seniority
Don’t send the same message to a CTO and an HR manager. In Trigify.io, segment by:
- Job title or function (e.g., IT, finance, operations)
- Seniority (manager, VP, C-level)
- Decision-maker vs. influencer (if you can flag this)
What works: Messaging that speaks to their priorities—technical folks care about integration, execs about ROI.
What doesn’t: Guessing what a title means. Clean, standardized titles help; try to normalize these when uploading data.
3. By Account Status or Lifecycle Stage
One-size-fits-all nurture doesn’t work. Segment based on where they are in your funnel:
- Net new leads: Never engaged
- Active opportunities: In pipeline
- Customers: For upsell or advocacy
- Churned clients: For win-back
What works: Sending content that matches their journey. A cold prospect isn’t ready for a hard sell.
What doesn’t: Letting your “customer” segment go stale—keep it updated, or you’ll look clueless.
4. By Engagement Level
Use Trigify.io’s engagement data to create hot/warm/cold segments:
- Hot: Opened/clicked on multiple emails, recent site visits
- Warm: Some engagement, but not recent
- Cold: No engagement in 90+ days
What works: Sending aggressive follow-ups to hot leads, gentle nudges to cold ones.
What doesn’t: Spamming cold leads—if they haven’t engaged in six months, consider sunsetting or re-permission campaigns.
5. By Technology Stack (If You Have It)
If you know what tools your prospects use, you can get specific:
- Competitor users: Target with switcher campaigns
- Complementary tools: Pitch integrations or add-ons
What works: Highly personalized offers (“We integrate with X, and here’s how it’ll save you time”).
What doesn’t: Over-relying on third-party tech data—it’s often incomplete or outdated.
6. By Geography or Region
Only matters if your product, compliance, or support varies by region:
- Country or region
- Time zone (for calling or event invites)
- Language (if you support multiple)
What works: Local webinars, region-specific offers.
What doesn’t: Segmenting by state or city when you sell globally—it’s just not worth the effort.
Step 4: Map Segments to Channels (Email, LinkedIn, SMS, Ads)
Not every channel fits every segment. Here’s a quick, real-world guide:
- Email: Still king for most segments, especially nurture.
- LinkedIn: Best for senior, hard-to-reach roles. Works well for ABM.
- SMS: Use sparingly—works for event reminders or urgent updates, but not for cold outreach.
- Ads (retargeting, display): Good for reinforcing message to engaged leads or accounts.
Pro tip: Trigify.io lets you sync segments across channels. But just because you can doesn’t mean you should. Focus on channels your segment actually uses.
Step 5: Test, Refine, and Don’t Get Fancy Until You Need To
You’ll be tempted to slice your audience a million ways. Don’t. Start broad, measure what works, then get more granular if you see real differences in performance.
- A/B test messaging by segment: See if your hypothesis about what matters to each group is right.
- Monitor engagement by segment and channel: If a segment doesn’t perform, re-evaluate your assumptions.
- Drop segments that add noise: Small segments often aren’t worth the extra effort.
What’s Overrated (And What You Can Ignore)
- Hyper-personalization: If you’re spending hours crafting “personal” messages at scale, you’re probably wasting time. Focus on relevance, not creepy detail.
- Predictive AI segmentation: Sounds cool, almost never works as advertised unless you’re at Salesforce scale.
- Overcomplicated scoring models: Trigify.io has lead scoring, but if your sales team ignores it, so should you.
Quick FAQs
Is Trigify.io any better than [insert other tool]?
It’s solid for segmenting and syncing audiences across channels. But it won’t fix data or strategy problems. If you’re already using something like HubSpot or Marketo well, don’t switch just for the sake of it.
Can I segment by intent data?
If you’ve got intent data integrated (from a provider like Bombora), you can build segments around it. Just remember, intent signals are noisy—use them as a nudge, not gospel.
What about GDPR/compliance?
If you’re segmenting by geography, make sure your outreach complies with local laws. Trigify.io helps manage consent, but you’re still on the hook.
Keep It Simple and Iterate
Don’t get bogged down in endless segmentation. Build a few meaningful segments, launch, and see what actually gets results. Then tune your segments—add, drop, or combine—based on real data, not gut feel or wishful thinking. The best segmentation strategy is one you’ll actually use, not the one that looks fanciest in a slide deck.
That’s it. Now go build segments that actually help you win more business—without making it harder than it needs to be.