If you’re using Terminus for account-based marketing, you know it’s only as smart as the audiences you build. This guide is for marketers, sales ops, and anyone tired of blasting generic messages and hoping something sticks. Let’s cut through the noise and get your audience segments dialed in so your outreach actually works.
Why Audience Segmentation Matters (and What to Ignore)
If you want real results from your Terminus campaigns, segmentation isn’t optional. It’s the difference between “Hi, valued customer!” and “Hey Sarah, saw you’re hiring devs—need help with onboarding?” When you nail segmentation, you stop wasting money and start getting replies.
But here’s what doesn’t matter: overthinking it. Don’t build 27 micro-segments just because you can, or chase after data you’ll never use. Start simple, get results, and tweak as you go.
Step 1: Get Your Data House in Order
You can’t segment thin air. Before you touch Terminus, check these basics:
- CRM Hygiene: Make sure your Salesforce or HubSpot data isn’t a dumpster fire. Duplicates, empty fields, and outdated contacts will ruin your segments.
- Firmographics: Company size, industry, and location are the basics. If you’re missing these, stop here and fix it.
- Intent Data: Terminus can use intent signals, but don’t get distracted by “intent” unless you trust where it’s coming from.
- Engagement Data: Who’s clicking, opening, or visiting your site? This stuff matters more than most marketers admit.
Pro Tip: If you’re working with junk data, don’t expect magic from Terminus. Garbage in, garbage out.
Step 2: Define What “Personalized” Means (For You)
Personalization isn’t just using someone’s first name. Think about:
- Industry-Specific Pain: Are you solving different problems for SaaS companies vs. manufacturers?
- Stage in Funnel: Messaging for new prospects vs. warm leads should look different.
- Role or Seniority: C-suite wants the big picture, end users care about features.
What to skip: Don’t create segments so granular you end up with five people per list. You’ll run out of time and patience.
Step 3: Map Out Your Segmentation Strategy
Before you build anything, answer these:
- What’s your main goal? (Pipeline? Awareness? Expansion?)
- Do you need to segment by account, contact, or both?
- Which data points can you actually trust?
Sketch out your core segments on paper first. For example:
- Target Accounts: Your must-win prospect list.
- Engaged Accounts: People who’ve visited your site in the last 30 days.
- Open Opps: Accounts with active deals.
- Customers: For upsell and advocacy campaigns.
Step 4: Build Segments in Terminus
Alright, let’s get into Terminus and actually build something.
4.1 Sync Your Source Data
- Connect your CRM and marketing platforms to Terminus. If your data isn’t syncing, stop and fix that first.
- Make sure your fields (like industry, revenue, job title) are mapped correctly. Mismatched fields = missing people.
4.2 Use the Audience Builder
- Go to the “Audiences” or “Segments” section (label may vary).
- Click “Create Segment” or similar.
- Choose your data source: CRM, CSV upload, website activity, or intent data.
- Pick your filters. This is where the magic happens:
- Firmographics: Industry, company size, region.
- Demographics: Job title, seniority, department.
- Behavior: Last website visit, email engagement, ad clicks.
- Intent: If you use it, add keywords or topics.
Real Talk: Don’t try to use every filter at once. Start with two or three that matter most.
4.3 Name and Save Your Segments
- Be specific. “Q3 Northeast SaaS Prospects” beats “Segment 1.”
- Terminate old or unused segments—don’t let clutter pile up.
4.4 Test Your Segments
- Spot-check contacts. Do the people in your “CFOs at $100M+ companies” segment actually fit?
- Export a sample list and review with sales. Are these the right accounts?
Pro Tip: If your segment pulls in weirdos (the wrong personas, companies, etc.), check your source data. Fix the root, not just the segment.
Step 5: Activate Segments for Personalized Outreach
Now that you’ve got solid segments, put them to work. Here’s how:
- Email Campaigns: Write copy that speaks directly to each segment’s pains and goals.
- Display Ads: Show different creative to tech companies vs. healthcare, or to decision-makers vs. users.
- Sales Plays: Give reps lists that actually make sense, not just “everyone in the database.”
- Reporting: Track engagement by segment. Double down on what’s working.
What to Ignore: Don’t obsess over vanity metrics. If a segment never clicks, kill it and move on.
Step 6: Iterate and Improve (Without Losing Your Mind)
Segmentation isn’t one-and-done. Every quarter, revisit:
- Are segments still pulling in the right people?
- Any new data sources worth adding?
- Did a segment go stale? Archive or tweak it.
But don’t fall into the trap of endless tinkering. Ship campaigns, see what sticks, and tweak from there.
What Works, What Doesn’t, and What to Watch Out For
Works: - Simple, clear segments tied to real goals. - Keeping sales and marketing on the same page about who’s in each segment. - Regularly scrubbing your CRM and segment lists.
Doesn’t Work: - Overly complex segments built for “what if” scenarios. - Blindly trusting intent data without validation. - Letting segments sit untouched for months.
Watch Out For: - Data drift: New CRM fields, changed titles, or bad imports can throw off your segments. - Over-segmentation: More lists = more confusion, not more results. - Shiny features: Don’t chase every new Terminus filter or AI widget unless it solves a real problem.
Wrapping Up: Keep It Simple, Iterate, and Don’t Sweat Perfection
Audience segmentation in Terminus isn’t rocket science, but it does take a little discipline. Start with your best guess, focus on the data that matters, and don’t let “perfect” get in the way of “done.” Launch, learn, and adjust. The best segments are the ones you actually use.