If your sales team wastes hours chasing looky-loos and tire-kickers, you're not alone. Most websites get flooded with "traffic," but only a tiny chunk of visitors will ever turn into real pipeline. You need a way to spot high-intent leads—fast. That's where custom visitor segments in Qualified come in.
This guide is for sales ops, marketing ops, or anyone setting up Qualified who wants to get the right leads in front of the right reps—without drowning in noise or making things more complicated than they need to be.
Why Visitor Segments Matter (and What to Ignore)
Qualified's segments let you group website visitors by things like company size, industry, pages viewed, or even actions they've taken. The point? So your reps spend time on the folks who are actually likely to buy—not just anyone with a pulse.
What works:
- Filtering for real buying signals (pricing pages, demo requests, repeat visits)
- Targeting accounts that fit your ICP (ideal customer profile)
- Getting sales involved before a form is filled out
What doesn’t:
- Overly broad segments (e.g., "any visitor from the US")
- Chasing vanity metrics (like total chat volume)
- Setting and forgetting—it’s never “done”
If you try to treat every visitor like gold, you’ll end up with a lot of fool’s gold and burned out reps.
Before You Start: Get Your Data Ducks in a Row
Custom segments are only as good as the data you can use. Here’s what you’ll want to nail down upfront:
- CRM and MAP integration: Make sure Qualified can see your Salesforce, HubSpot, or Marketo data. No sync = no context.
- Firmographic data: Use Clearbit, 6sense, or similar for company details (industry, size, funding). Qualified can pull this in, but only if you set it up.
- Define “high intent” for your business: Is it visiting the pricing page 3+ times? Coming from a target ABM list? Downloading a technical whitepaper? Write down what actually matters—not what feels impressive.
Pro tip: Talk to your top reps. Ask what signals tell them a lead is serious. Use that as your starting point for segments.
Step 1: Map Out the Segments You Actually Need
Don’t let the endless configuration options suck you in. Start with 2–3 segments that match real sales needs.
Some solid examples:
- Hot Prospects:
- Visited pricing or demo pages
- From a target account list
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Spent more than 2 minutes on site
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ICP Repeat Visitors:
- Company fits your ICP criteria
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Multiple sessions in the last week
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Form Abandoners:
- Started but didn’t finish a high-value form
Resist the temptation to build segments like “Anyone from Texas who visited the careers page.” Unless your sales team only sells to Texans looking for jobs, that’s just noise.
Step 2: Create Your Segments in Qualified
Here’s the step-by-step (screens may change, but this is the gist):
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Log in to Qualified.
Head to the admin or settings area. -
Find the “Segments” section.
This is usually under “Audiences” or “Routing.” -
Click “Create Segment.”
Name it something clear, like “High Intent – Pricing Page.” -
Set your filters:
Use AND/OR logic for things like: - Company size, industry (from enrichment tools)
- Pages viewed (URL contains “/pricing” or “/demo”)
- Number of sessions or time on site
- Source/medium (did they come from a paid campaign?)
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Salesforce or HubSpot fields (are they already in your CRM?)
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Preview your segment.
Most platforms let you see who would match. If the list is huge, you probably need to tighten your filters. -
Save and activate.
Honest tip: Start simple. You can always add more filters later. Overcomplicating things just means fewer good leads get through.
Step 3: Connect Segments to Routing and Alerts
Building segments is pointless if your reps never see them.
- Set up routing rules:
- Route “hot” segments directly to senior reps or account owners.
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Lower intent? Maybe route to SDRs or even a nurture bot.
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Configure notifications:
- Slack, email, or Qualified’s own alerts—pick what your team actually checks.
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Keep it tight: too many pings and people start ignoring everything.
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Build playbooks for each segment:
- Have different chat flows for “pricing page visitor” vs. “random homepage visitor.”
- Use direct, useful questions (“Looking for a quote?”) for high-intent segments. Don’t waste their time with generic greetings.
Step 4: Test and Tune (Don’t “Set and Forget”)
Treat your segments like a living thing—not a one-time project.
- Spot check:
- Jump into your Qualified dashboard a few times a week.
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Are the right people showing up in your segments? Or are you seeing junk?
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Get rep feedback:
- Are they getting good convos, or just more noise?
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Are high-intent leads actually converting?
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Refine and prune:
- Tighten filters if too many low-value leads sneak in.
- Add new signals as your sales process evolves.
Ignore the urge to chase every shiny new data point. Focus on what moves the needle for pipeline.
Advanced Tips (Optional, Not Required)
If you’ve nailed the basics and have bandwidth, consider:
- Account-based signals: Plug in your ABM tool to flag target accounts, even on anonymous visits.
- Engagement recency: Only flag visitors who took action in the last X days. Old visits rarely matter.
- Exclusion lists: Filter out competitors, job seekers, or current customers if you don’t want reps spending time there.
But honestly, most teams get the biggest win just by nailing the basics.
Keep It Simple—and Iterate
Trying to build the “perfect” segmentation system right out of the gate is a fool’s errand. Get a couple of high-intent segments up and running. Watch what comes through. Adjust. Rinse and repeat.
The goal isn’t to impress anyone with your config skills. It’s to help your reps spend more time talking to leads who might actually buy—without drowning them in noise.
Start small, keep it real, and keep tweaking. That’s how you turn Qualified into a lead machine that actually works for your team.