If you’re tired of blasting out generic emails to a big list and hoping something sticks, you’re not alone. B2B outreach is brutal when your leads are all lumped together. Segmentation is the only way to send messages that actually get responses—but sorting leads can be a pain. This guide is for anyone using GetSales who wants real-world, step-by-step advice on slicing up their lead lists for targeted outreach (without making it a second job).
Let’s break down how to actually segment B2B leads in GetSales, what’s worth your time, and what you can safely ignore.
Why bother segmenting leads in the first place?
Before we get into the nuts and bolts, it’s worth stating the obvious: not all leads are equal. Some are ready to buy, some are just browsing, and some are a complete waste of your time. If you treat everyone the same, you’ll end up with a lot of ignored emails and wasted effort.
Segmentation lets you:
- Send the right message to the right people (so you don’t sound clueless)
- Prioritize leads more likely to convert
- Avoid annoying your best prospects with irrelevant spam
It’s not magic. But even basic segmentation is better than none.
Step 1: Get your lead data in shape
You can’t segment what you can’t see. Before you start slicing up your lists, make sure your leads in GetSales actually have usable data.
What you need:
- Basic firmographics: Company name, size, industry, location
- Contact details: Name, title, email, phone (if you’ve got it)
- Activity info: Last interaction, lead source, engagement level
Pro tip:
Don’t obsess over perfection. If you’re missing phone numbers or someone’s LinkedIn, move on. Incomplete data is normal. Just fill in what you can and keep going.
What not to waste time on:
Uploading leads with zero info “just in case.” If they’re missing everything, they’re probably not worth your time yet.
Step 2: Decide what actually matters for your outreach
GetSales gives you plenty of fields and options, but more isn’t always better. Here’s what usually matters for B2B segmentation:
- Industry: Are you targeting SaaS, manufacturing, healthcare, etc.?
- Company size: Are you looking for small startups or big enterprises?
- Geography: Are you limited to certain regions or countries?
- Job role/seniority: Are you after decision-makers or influencers?
- Lead status/stage: Cold, warm, hot, or already in conversation?
You don’t need to use all of these. Pick the 2-3 that actually change how you’d approach a lead.
Skip segmentation by:
- “Lead score” if you don’t trust the scoring logic.
- Random fields like “favorite sports team” (unless you’re selling sports software).
Step 3: Build useful segments in GetSales
Here’s where you stop reading and start clicking. In GetSales, you’ll use filters and custom views to actually create segments.
A. Use Filters and Saved Views
- Go to your Leads list.
- Click on the filter icon—usually top left or above the columns.
- Choose your filter criteria (e.g., Industry = “SaaS” AND Company Size = “100-499”).
- Apply the filter and see what you’ve got.
- Save the view if you’ll use this segment regularly (call it something obvious like “Mid-size SaaS - US”).
Pro tip:
Stack filters for more specific segments, but don’t get too clever. If you end up with only 2 leads, you’ve gone too far.
B. Tagging and Custom Fields
- Tags: If your outreach team likes to work off tags (“VIP”, “Webinar Attendee”, “Needs Follow-up”), bulk tag leads after filtering.
- Custom Fields: If you have homegrown criteria (like “Tech Stack: AWS”), add a custom field and use it to filter.
What works:
- Keeping segments broad enough to actually have people in them
- Naming saved views clearly so your team doesn’t have to guess
What to ignore:
- Overlapping segments with confusing names (“Mid US”, “US Mid-Size”, “Midmarket US”)
- Creating segments for every tiny difference—keep it actionable
Step 4: Sanity check your segments
Before you start firing off emails, double-check your segments. A few things to look for:
- Are the right leads included? Spot-check a few names. If your “Enterprise” segment is full of tiny startups, something’s off.
- Are you missing obvious targets? Make sure your filters aren’t too tight.
- Is this segment big enough to be worth it? If you have fewer than 10 leads, maybe just handle them manually.
Pro tip:
Ask a teammate to take a look. Fresh eyes catch weirdness you might miss.
Step 5: Plan messaging for each segment
Now that you’ve got your segments, don’t waste the effort by sending the same email to all of them. You don’t need a fancy personalization engine—just tweak your message based on what actually matters.
Example tweaks:
- Industry-specific pain points: “We help SaaS companies speed up onboarding” vs. “We help manufacturers reduce downtime.”
- Seniority: C-suite gets high-level ROI; managers get tactical benefits.
- Geography: Mention local trends, events, or regulations if relevant.
What works:
- Changing your subject line and opening line for each segment
- Acknowledging what’s different about them (without being creepy)
What to ignore:
- Overly complex mail merge fields (“Hi {FirstName}, I see you work at {Company} in the {Industry} sector…”). It sounds fake if everyone’s doing it.
Step 6: Test and adjust your segments
Segmentation isn’t set-and-forget. Some segments will get great response rates; others will flop. The only way to know is to try.
How to do it:
- Track response rates for each segment (most CRMs, including GetSales, show this)
- If a segment isn’t working, tweak the criteria or combine it with others
- If you find a “golden segment,” double down
Don’t stress:
You won’t get it perfect the first time. Segmentation is a process, not a one-time setup.
Common pitfalls to avoid
- Analysis paralysis: Don’t spend weeks building the “perfect” segment. Good enough beats perfect every time.
- Too many segments: More segments = more work. Only create segments you’ll actually use differently.
- Trusting bad data: If your lead data is outdated or wrong, your segments will be too. Clean when you can, but don’t let it stop you from starting.
Keep it simple and iterate
Segmenting B2B leads in GetSales isn’t rocket science, but it does take a bit of upfront work. Start with the basics: pick a couple of meaningful filters, create broad segments, and tailor your outreach just enough to be relevant. Forget the hype about “hyper-personalization engines” and focus on what actually moves the needle—clear, direct messages to the right people.
If something isn’t working, tweak your segments. Don’t let perfect be the enemy of done. Get started, keep it simple, and improve as you go. That’s how you’ll actually see results.