If you’re doing B2B sales or marketing, you know blasting the same message to everyone is a waste of time (and money). The trick is slicing your audience so you can send the right stuff to the right people. That’s what this guide is about: how to segment B2B audiences for targeted outreach using Factors. If you want to get better results without overcomplicating things, read on.
Who’s This For?
You’re probably in sales, marketing, or growth. You use tools like Factors because you want to stop guessing who to reach out to, and you’re allergic to “spray and pray” campaigns. Maybe you’ve dabbled in segmentation before, maybe not. Either way, you want practical steps, not theory.
Step 1: Get Clear on Your Outreach Goals
Before you even open Factors, know what you’re trying to do. “Better segmentation” isn’t a goal—“book more demos with fintech CTOs in the UK” is.
Ask yourself: - What’s the action you want your audience to take? (Demo, download, reply, etc.) - Who actually cares about your offer? (Not just who could use it.) - How will you measure success?
Pro tip: Don’t try to build a “perfect” segment. Start with one narrow, high-value group that’s most likely to respond. You can always expand later.
Step 2: Audit Your Data (Don’t Skip This)
Segmentation lives or dies on data quality. If your CRM or lead list is a dumpster fire, Factors won’t magically fix it.
Check: - Is your company/lead data accurate and up to date? - Do you have key fields filled in? (Industry, company size, job title, tech stack, location, etc.) - Are there a bunch of duplicates or obviously fake entries?
What works:
Cleaning up your data first—yes, it’s tedious, but you’ll thank yourself later.
What to ignore:
Don’t get hung up on “enriching” your data with 20 more fields unless you actually use them. More isn’t always better.
Step 3: Map Out Segmentation Criteria
Now the fun part: deciding how to slice your audience. In Factors, you can use dozens of possible filters, but start with the ones that matter.
Common (and useful) B2B segmentation filters: - Firmographics: Industry, company size, revenue, location, funding stage, tech stack - Role-based: Job function, seniority, department - Engagement: Website visits, email opens, previous responses, content downloads - Intent signals: Tech adoption, hiring trends, recent news
What actually moves the needle:
- Start with pain points or use cases that match your product.
- Combine filters, but don’t go nuts—3-4 filters is usually plenty.
- Test for “segment size.” If you end up with 12 people, you’ve gone too narrow.
What to ignore:
Don’t filter on things just because you can (“companies with purple logos”). Stick to stuff that affects buying decisions.
Step 4: Build Segments in Factors
Time to get your hands dirty. Here’s how to actually do it in Factors:
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Open the Segmentation Module
Factors calls this “Audience Builder.” Start there. -
Choose Your Data Source
Pick your CRM, CSV upload, or Factors’ own database. -
Apply Filters
- Select company-level filters (industry, size, tech used, etc.)
- Add contact-level filters (role, seniority, geography)
- Layer in engagement or intent signals if you have them
Example:
- Industry: SaaS
- Company size: 50–500 employees
- Location: North America
- Title: VP, Director, or Head of Marketing
- Visited your pricing page in the last 30 days
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Preview Your Segment
See how many contacts match. If it’s too big or small, adjust your filters. -
Save and Name Your Segment
Use a name that actually means something (“NA SaaS Marketers, Pricing Page Visitors”) so you don’t lose track.
What works:
- Save common segments for reuse.
- Add notes on why you built each segment—future you will appreciate it.
What to ignore:
- Fancy segment naming schemes. You’ll forget what “Q2-23-MQL-T2-REV” means in a month.
Step 5: Test, Send, and Track
You’ve built your segment. Now, use it.
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Personalize Your Outreach
Use what you know about the segment. Don’t just mail-merge the company name—reference the pain point or trigger that got them on your list. -
Send in Batches
Start with a small batch to test your message. Don’t blast the whole segment at once. -
Track Results
Factors will show opens, replies, clicks, and more. Look for: - Response rates by segment
- Which filters correlate with positive replies
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Drop-off points (do they open but not reply?)
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Tweak and Iterate
If a segment bombs, don’t force it. Adjust your filters or message and try again.
What works:
- Short, honest outreach. Don’t pretend you’re best friends with these people.
- A/B testing subject lines or opening lines within the same segment.
What to ignore:
- Over-automation. If your message feels like a robot wrote it, it won’t work—no matter how “targeted” the segment.
Real-World Segmentation Examples (That Don’t Suck)
Here are a few B2B segments that actually get results:
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“Recently Funded SaaS Startups, US, 20–200 Employees, CTO or VP Engineering”
Perfect for dev tools or cloud services. These companies have budget and are likely to buy. -
“Manufacturing Companies in Midwest, 500+ Employees, Director of Operations, Visited Case Study Page”
Good for enterprise solutions—especially if you have a relevant customer story. -
“Fintechs Hiring Data Engineers, UK, C-level or Head of Data”
Use hiring signals as a proxy for growth and pain points.
What doesn’t work:
- “All companies in our CRM.” It’s tempting to go broad, but you’ll just annoy people and burn your sender reputation.
Things to Watch Out For
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Over-segmentation:
If you go too granular, you’ll have a bunch of tiny lists and no meaningful insights. Bigger isn’t always better, but neither is microscopic. -
Assuming Intent:
Just because someone visited your site doesn’t mean they’re ready to buy. Use intent signals as a nudge, not the whole sales pitch. -
Analysis Paralysis:
Don’t spend weeks tinkering with filters. Build a segment, test, and move on. -
Ignoring Feedback:
If your best prospects don’t respond, maybe your segment’s off—or your message is. Don’t blame the tool.
Wrapping Up: Keep It Simple, Iterate Often
Audience segmentation in Factors isn’t rocket science, but it does take some thought. Start with clear goals and decent data. Don’t overthink your filters. Test, learn, and adjust. Remember, the goal isn’t to create “the perfect segment”—it’s to talk to the right people, get real feedback, and book more meetings (or whatever your true goal is). Simpler is almost always better. Now go build a segment and see what happens.