If you’re drowning in B2B leads but your messages aren’t landing, you probably have a segmentation problem. This guide is for sales and marketing folks who want to move beyond the spray-and-pray approach and actually use Fiber to send targeted messages that get replies—not eye rolls.
I’ll walk you through segmenting B2B leads in Fiber, step by step. I’ll flag what’s worth your time, what isn’t, and share some hard-won lessons from the trenches. No theory, just what actually works.
Step 1: Get Your Lead Data in Order
You can’t segment what you can’t see. Before you even open Fiber, you need a clean lead list—otherwise, you’ll waste hours trying to sort junk.
What matters: - Accurate company names and domains: Misspellings or duplicates will break your segments. - Key contact info: Email, phone, LinkedIn—whatever you’ll use to reach them. - Firmographics: Industry, company size, location. Don’t go overboard; you rarely need more than 3–4 fields to start. - Engagement history: If you have it, whether from your website, email, or events.
What doesn’t matter: - Ten extra fields you’ll never use. More data isn’t always better—it’s just more to clean.
Pro tip: Don’t obsess over perfection. Run a quick deduplication, fix obvious errors, and move on. You’ll fix more as you go.
Step 2: Import Your Leads into Fiber
Once your CSV is ready, bring it into Fiber. The platform’s import tool is straightforward—unless your data is a mess.
How to do it: 1. Log into Fiber. 2. Go to the “Leads” section. 3. Click “Import” and upload your file. 4. Map your columns to Fiber’s fields. Double-check that emails and company names are assigned correctly.
Common pitfalls: - Bad formatting: Dates and phone numbers often get mangled. Preview your data before hitting “Import.” - Duplicate records: Fiber tries to catch these, but you’ll want to spot-check.
Pro tip: Tag this import batch with something like “Q2 2024 event” or “webinar leads.” Fiber lets you use tags for easy filtering later.
Step 3: Decide How You Want to Segment
This is where most teams get stuck. Don’t overthink it—start with the basics and refine as you learn.
The main segmentation methods that actually work: - Industry: Group by sector—tech, healthcare, finance, etc. Works well if your product isn’t one-size-fits-all. - Company Size: SMB, mid-market, enterprise. Messaging changes a lot depending on who you’re targeting. - Job Title/Role: Decision-makers vs. influencers. Calling a CMO and a junior marketer the same thing is a rookie move. - Engagement: Have they opened your emails? Attended a webinar? Treat warm leads differently than cold ones. - Geography: Time zones and local trends matter more than people admit.
What to ignore: - Hyper-granular segments (e.g., “companies founded after 2019 with a remote-first policy”). You’ll end up with tiny lists and generic messages anyway.
Pro tip: Pick 2–3 criteria max per campaign. If you can’t describe your segment in a sentence, it’s too complicated.
Step 4: Build Segments in Fiber
Now, put Fiber to work. The platform’s segmentation tools are pretty solid—just don’t expect magic.
How to do it: 1. Go to the “Segments” tab. 2. Click “Create Segment.” 3. Choose your filters (e.g., Industry = “SaaS,” Company Size = “100–500”). 4. Name your segment something obvious—“SaaS, 100-500 employees, USA.” 5. Save it.
Tips for staying sane: - Use tags and filters together. Don’t be afraid to overlap segments if you’re running multiple campaigns. - Fiber’s “dynamic” segments update as new leads come in. Use these for ongoing campaigns. - Test your segment—randomly check a few leads to see if they fit. If you’re getting weird results, your filters are off.
What doesn’t work: - Building a million micro-segments. More segments = more manual work, not better results.
Step 5: Write Targeted Messages (and Don’t Get Fancy)
The point of segmenting is to send messages that feel like they’re actually written for the person receiving them. The trick? Be specific, but don’t over-engineer it.
How to approach messaging: - Reference their segment: Mention something relevant—“I work with SaaS companies your size…” Simple, but it works. - Keep it short: B2B folks are busy. If you can’t say it in five sentences, it won’t get read. - One call to action: Don’t give them homework. Ask for a call, a demo, or whatever your first step is. - Skip the hard sell: Especially for cold leads. Aim for curiosity, not a pitch.
Fiber’s tools: - Use templates, but personalize the opening line or two. - Test different messages on different segments. Fiber tracks open/reply rates, so actually use that data.
What to avoid: - Generic “Hi {first_name}, I hope this email finds you well…” Open rates tank for a reason. - Overly clever or gimmicky copy. Most B2B buyers have seen it all.
Pro tip: If your message wouldn’t work in a cold LinkedIn DM, it won’t work here.
Step 6: Iterate, Measure, and Ruthlessly Cut What Doesn’t Work
Segmentation isn’t a set-it-and-forget-it job. You’ll need to adjust as you see what sticks.
How to stay on track: - Check metrics weekly: Open rates, replies, demo bookings. If a segment is underperforming, try a new angle or merge it with another. - Prune dead segments: If no one’s responding, stop wasting time. Focus on what’s working. - Ask for feedback: When someone replies, ask why they responded. Goldmine for future messaging.
What to ignore: - Vanity metrics. 70% open rate is great, but if no one replies, who cares?
Pro tip: Don’t be afraid to merge or kill segments. Less can be more.
Step 7: Don’t Let “Perfect” Get in the Way of “Done”
Here’s the honest truth: most B2B teams never get segmentation perfect, and that’s fine. Your segments will evolve as your product and market do. The key is to start simple, iterate, and let real-world feedback guide you.
Keep it simple: - Two or three well-defined segments with clear, relevant messaging beat ten overly clever ones. - Review and refine every month. Set a calendar reminder if you need to.
Remember: The tools in Fiber are only as good as the thinking behind them. Focus on clarity, relevance, and speed—not perfection.
Want better replies? Start with clean data, use common-sense segments, and send messages you’d actually want to open. That’s it. Don’t overcomplicate it—iterate as you go, and let Fiber do the heavy lifting.