If you’ve ever tried to run B2B campaigns without good segmentation, you know the pain: generic emails, bad response rates, and a nagging sense you’re just spamming everyone. This guide is for anyone who’s tired of “spray and pray” and wants to actually use their B2B data in Nlpearl to talk to the right folks, at the right time, about the right thing.
You don’t need to be a data scientist or buy into marketing hype. You just need a process that works—and the willingness to tweak as you go. Let’s get started.
Step 1: Get Your Data in Order
Before you even think about segmenting, take a hard look at your B2B contact data in Nlpearl. Here’s what you should check:
- Duplicates: Merge or remove identical contacts. You can’t segment what’s a mess.
- Missing fields: Are key fields like industry, company size, or job title blank? Fill ‘em in if you can.
- Consistency: “IT,” “Information Technology,” and “Info Tech” should all be the same value. Standardize now, save headaches later.
Pro tip: Don’t obsess over perfection. If 80% of your data is decent, you’re in good shape to start.
Step 2: Decide What Actually Matters for Segmentation
This is where a lot of people go wrong. They create 30 fields “just in case,” then never use them. Ask yourself:
- What do I really need to know about a company or contact to make my message relevant?
- What’s just noise?
For most B2B teams, the fields that actually move the needle are: - Industry (Don’t go too granular; “Software” vs. “Manufacturing” is enough for most use cases.) - Company size (Small, medium, or large. Unless you sell to only Fortune 500s, keep it simple.) - Role or job function (Decision makers vs. end users.) - Location (Matters if you have regional offers or events.) - Current customer vs. prospect (Obvious, but often missed.)
Don’t try to segment on every single thing. If you wouldn’t change your message because of it, skip it.
Step 3: Build Segments That Actually Help You Personalize
Time to put those fields to work. In Nlpearl, use filters to create segments. Here’s how to approach it:
- Start with your biggest buckets.
- Example: “All IT decision-makers at companies with 500+ employees.”
- Add layers only if they’re useful.
- Are you really going to write a different email for someone in Texas vs. California? If not, don’t bother splitting them.
- Name your segments clearly.
- “US SaaS CEOs” is better than “Segment 3.”
A few segment ideas that actually work: - New leads from the last 30 days (for onboarding drips) - Customers who haven’t bought in 6+ months (for re-engagement) - Contacts in finance roles at companies with over 1,000 employees (for specific offers)
What to ignore: Segments you think you “should” have because a blog post said so. If you don’t have a plan for a segment yet, leave it on the shelf.
Step 4: Set Up and Test Segmentation in Nlpearl
If you haven’t used Nlpearl’s segmentation features before, here’s the honest breakdown:
- Filters work, but can be clunky if your data’s messy. Clean data = fewer headaches.
- Dynamic segments are handy for stuff like “all contacts added in the last week.” Use these for automated campaigns.
- Manual lists are fine for special cases, but don’t try to maintain dozens. It’ll drive you nuts.
How to create a segment: 1. Go to your Contacts view. 2. Use filters to select the criteria (e.g., Industry = “Software,” Company Size = “500+”). 3. Save the filter as a segment. Give it a name that actually means something to you. 4. Spot-check a few contacts in the segment. If someone weird shows up, double-check your filters or your data.
Pro tip: Run a test campaign to a small segment before rolling out to your whole list. You’ll catch weirdness fast.
Step 5: Map Segments to Personalized Campaigns
Don’t stop at “Segment created.” Ask: What will I do with these folks?
- Set up different messages for each segment. Don’t just swap out the greeting—change the offer, the pain points you talk about, maybe even the sender.
- Automate what you can. Nlpearl lets you trigger campaigns based on segment membership. Use it for things like onboarding, event invites, or win-back offers.
- Review response rates. If a segment isn’t responding, tweak the message or rethink whether it deserves its own segment.
What not to do: Personalization for its own sake. If your “personalized” message is just a company name merge tag, don’t bother.
Step 6: Keep It Tidy—And Be Ready to Change
Segmentation isn’t “set it and forget it.” Here’s how to keep things sane:
- Review segments quarterly. Kill off ones you don’t use.
- Update criteria as your business changes. Maybe you start selling to bigger companies—change your size filters.
- Involve sales or CS. They’ll spot weird gaps or overlaps you might miss.
Warning: Resist the urge to create a segment every time someone asks, “Can we send an email to just…” Sloppy segmentation bloats fast and becomes unmanageable.
What Works, What Doesn’t—The Straight Talk
- Works: Simple, actionable segments tied to real campaigns. Clean data. Testing before going big.
- Doesn’t: Over-complicated segment logic, segments with no plan, or “personalization” that’s just lipstick on a pig.
- Ignore: Most segmentation “best practices” you read about online. If it doesn’t fit your workflow or data reality, skip it.
Wrapping Up: Keep It Simple, Iterate Often
You don’t need a PhD in data to segment B2B contacts in Nlpearl. Start with the basics, focus on what’ll actually change your message, and resist the urge to over-segment. The best approach? Get something working, watch how it performs, and tweak as you go. Segmentation is a tool, not an end goal. Don’t make it harder than it needs to be.