How to automate customer segmentation for B2B SaaS in June so

If you run a B2B SaaS, you know customer segmentation isn’t just a “nice to have”—it’s the difference between sending the right message and just shouting into the void. You want automation because, frankly, no one has time to pull lists by hand every week. This guide is for folks who want to set up customer segmentation that actually works (without needing an army of data scientists or endless Zapier chains). We’ll focus on using June.so and cover the real-world stuff: what to automate, what to skip, where things break, and how to keep it simple.

Why Automate Customer Segmentation Anyway?

  • Manual segmentation is a time sink. If you’re exporting CSVs every month, that’s hours lost—you could spend those on actual customer calls.
  • Automation catches what you miss. Customers change, usage changes, and segments need to update themselves.
  • Personalization (when it’s not creepy) works. Right message, right time, right group—simple, but powerful.

But let’s be honest: automation alone won’t fix a broken product or messy data. It just makes good segmentation easier to maintain.

Step 1: Get Your Data House in Order

Before you even open up June.so or any other tool, check your data. Automation amplifies whatever you feed it—good or bad.

What You Need:

  • Accurate account/user data: Company name, email, industry, plan, signup date, etc.
  • Product usage data: Events like “logged in,” “invited teammate,” “exported report.”
  • Lifecycle details: Are they on trial, paid, churned?

What to Ignore:

  • Don’t try to track everything. Focus on events that actually tell you about customer health or intent.
  • Ignore “vanity” data (like time-on-page) unless it’s tied to real outcomes.

Pro tip: If your data is a mess, fix the basics first. Segmenting on bad data just creates more noise.

Step 2: Pick Your Segmentation Criteria

Not all segments are worth automating. The best segments are actionable and map to something you’ll actually do—like tailored outreach, onboarding flows, or upsell nudges.

Common B2B SaaS Segments:

  • Plan type: Free, trial, paid, enterprise.
  • Engagement: Power users vs. dormant accounts.
  • Company size or industry: If you have that data.
  • Lifecycle stage: New sign-up, onboarding, active, at-risk, or churned.

What to Skip:

  • Overly granular segments (e.g., “users who logged in at 2am from Belgium”)—they just clog your system.
  • Segments you’ll never act on.

Pro tip: Start with 3–5 key segments. You can always get fancier later.

Step 3: Set Up Event Tracking (Don’t Overcomplicate)

There’s no magic here: you need to send your event and user data to your analytics tool (June.so, Segment, etc.).

How to do it:

  • Use your existing product analytics (or ask your devs to add a few key events).
  • With June.so, you can track basic events with minimal setup. They have guides for Segment, RudderStack, and direct API.
  • Make sure you’re sending at least: user sign up, log in, key feature usage, upgrade/downgrade, and account cancellations.

What to Watch Out For:

  • Don’t drown in events. If you can’t explain what an event means, don’t track it.
  • Test that the events actually trigger (open the product, do the thing, check if it shows up).

Step 4: Build Segments in June.so

Once your data’s flowing, now you can actually automate the segmentation.

In June.so:

  1. Create Segments: Use filters like “Plan is Paid,” “Last login > 30 days ago,” or “Invited teammate is true.”
  2. Combine Filters: Stack conditions to get more specific, but don’t get too cute—overly complex logic is hard to maintain.
  3. Name Segments Clearly: “At-risk Paid Users” beats “Segment 7.” If you can’t tell what a segment is at a glance, you won’t use it.
  4. Set Auto-Updates: Let June.so auto-refresh segments daily/weekly, so you’re not chasing stale lists.

Things That Actually Work:

  • “Power users” (e.g., used core feature 3+ times in the last week)
  • “Slipping away” (e.g., haven’t logged in for 14+ days)
  • “New sign-ups who invited a teammate” (signal for high-intent)

What Usually Doesn’t:

  • Segments based on single, rare actions.
  • Segments with too many AND/OR conditions—they break easily and get confusing.

Pro tip: If a segment doesn’t lead to a specific action (email, call, feature flag), rethink it.

Step 5: Connect Segments to Actions (Otherwise, Why Bother?)

Segmentation is pointless without follow-up. The good news: June.so lets you connect segments to other tools.

How to Actually Use Your Segments:

  • Send to CRM: Pipe high-value segments into HubSpot, Salesforce, or whatever you use, so sales can follow up.
  • Trigger Emails: Use your email tool (Customer.io, Mailchimp, etc.) for onboarding or retention campaigns.
  • Internal Alerts: Slack notifications for “Ready to Upsell” or “Churn Risk” segments.

What to Ignore:

  • Don’t create notification overload—if you ignore the alerts, they’re useless.
  • Skip the “one-size-fits-all” playbooks. Personalize your outreach for each segment.

Pro tip: Start with one or two key automations. Add more as you see what actually moves the needle.

Step 6: Review and Refine (Don’t Set and Forget)

Segmentation isn’t a “set it once and walk away” thing. Customers change, your product changes, and your playbooks should evolve too.

What’s Worth Doing:

  • Check Segments Monthly: See if they still make sense. Are you acting on them? Are they growing or shrinking?
  • Prune Dead Segments: If no one’s used a segment in 3 months, kill it.
  • Ask for Feedback: Sales and CS teams often spot when a segment is off.

What to Ignore:

  • Don’t chase every new idea. Stick with what works. Add new segments slowly.

Honest Takes: What Works, What Doesn’t

Works Well

  • Simple, actionable segments. If you know exactly what you’ll do with them, you’re on the right track.
  • Integrations with your existing stack. If June.so can push to your CRM or email tool, the automation is actually useful.

Doesn’t Work

  • Overengineering. Complex logic and fancy dashboards lead to confusion and data rot.
  • Ignoring data quality. Automating bad data just spreads the mess faster.
  • Too many segments. More is not better—focus beats breadth every time.

Stuff to Ignore

  • Any tool that promises “AI-powered segmentation” but can’t show you exactly how it works.
  • Segments based on gut feel, not data.

Keep It Simple, Iterate, and Don’t Overthink It

Automating customer segmentation saves time, keeps your outreach sharp, and helps you spot opportunities you’d otherwise miss. But don’t fall for hype or drown in complexity. Start with a few segments, automate what you’ll actually use, and check in regularly. If you keep it simple and tweak as you go, you’ll get most of the value—without the headaches.