If you’re running B2B sales or marketing, you know that not all leads are created equal. Segmenting your leads—actually splitting them up based on what matters to you—can mean the difference between a pipeline filled with junk and one that actually moves the needle. That’s where custom attributes come in. If you’re using Salespanel, and you want to get past the basic filters and really zero in on the right folks, this guide’s for you.
Let’s cut through the fluff and get into how to actually segment B2B leads in Salespanel using custom attributes—without getting lost in a maze of dropdowns and dashboards.
Why Segmentation Matters (and Where It Goes Wrong)
You’ve probably heard a million times that “segmentation is key.” True, but most teams either:
- Only use the default fields (like company size or country) and call it a day.
- Or, they overcomplicate things, tracking a hundred attributes no one actually uses.
The sweet spot? Set up just enough custom attributes to slice your leads in a way that’s useful for your business. For example, segmenting by “product interest” or “CRM used” is a lot more actionable than just “industry.”
Salespanel gives you pretty solid tools for this, but you’ve got to know what to track and how to set it up. Let’s get into it.
Step 1: Figure Out What Attributes Actually Matter
Before you even open Salespanel, pause. What do your best B2B customers have in common? What signals, behaviors, or traits separate “real deals” from the tire-kickers?
A few places to start:
- Firmographic data: Industry, company size, location, revenue.
- Tech stack: What tools are they using? (Think: “uses Salesforce” or “on Shopify.”)
- Behavioral triggers: Visited your pricing page, downloaded a whitepaper, requested a demo.
- Custom fit: Anything unique to your sales process (e.g., “has compliance needs,” “HQ in EMEA,” “partner referral”).
Pro tip: Don’t get greedy. Start with 2-4 attributes that actually change how you work leads. You can always add more later.
Step 2: Set Up Custom Attributes in Salespanel
Now you’re ready to actually create these attributes in Salespanel. Here’s how to do it without pulling your hair out:
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Log in and head to Settings.
Find the “Custom Attributes” section—it’s usually under “Lead Management” or similar. -
Click “Create New Attribute.”
You’ll be asked to name your attribute (e.g., “Product Interest,” “Annual Revenue,” “Is Partner?”). -
Choose the right data type.
- Text for open-ended info (“Favorite integration”).
- Dropdown for standard choices (“Industry”).
- Boolean/Checkbox for yes/no (“Is Decision Maker?”).
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Number for things like “Number of Employees.”
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Set up options if needed.
If you picked dropdown, add your options (keep them simple; don’t overthink). -
Save, and repeat for each attribute.
What works:
Naming your attributes clearly so everyone on your team knows what they mean. “Sales Qualified” is better than “SQ” or “Ready.”
What to skip:
Don’t bother with attributes you’ll never filter by. If you can’t see yourself sorting leads by “Favorite Pizza Topping,” leave it out.
Step 3: Gather and Sync Your Data
Custom attributes are only as good as the data you put in. If you’re just starting, you’ll likely need to:
- Import data from your CRM or spreadsheets. Salespanel’s import tools are decent, but always double-check the mapping so your “Industry” field doesn’t end up under “Notes.”
- Set up tracking for behavioral signals. Use Salespanel’s tracking scripts on your site to automatically fill in things like “Visited Webinar Page.”
- Integrate with forms so you capture key info at the source. For example, add a “Biggest Challenge” field to your lead gen forms and map it to a custom attribute.
Pro tip:
Automate what you can, but don’t be afraid to update high-value leads by hand. Sometimes the best info comes from sales calls or emails.
Watch out for:
- Dirty data. If you import old lists, clean them up first.
- Overcomplicating your forms. Every extra field drops your conversion rate. Stick to what matters.
Step 4: Build Your Segments
Now for the fun part—actually slicing your leads.
- Go to the Segments or Filters section in Salespanel.
- Create a new segment.
- Add conditions based on your custom attributes.
Example: - “Industry = SaaS”
- “Annual Revenue > $10M”
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“Attended Webinar = Yes”
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Stack conditions for tighter targeting.
Combine attributes to drill down on your best fit. For example: - “Industry = Healthcare”
- AND “Location = US”
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AND “Requested Demo = Yes”
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Save your segment. Give it a name your team will understand (not just “Segment 3”).
What works:
- Starting with broad segments, then breaking them down as you see what’s working.
- Using segments to power workflows—like sending hot leads straight to sales, or dropping cold ones into nurture.
What to ignore:
- Creating dozens of hyper-specific segments that you never use. Focus on what will actually drive action.
Step 5: Put Segments to Work
Having segments is pointless if you don’t use them. Here’s how to make them useful:
- Route leads: Set up automations so certain segments get pushed to the right sales reps or nurtured differently.
- Personalize outreach: Tailor your emails or call scripts based on segment info (“I see you’re in fintech and interested in compliance…”).
- Trigger alerts: Get notified when a lead enters a high-value segment (e.g., “Decision Maker + $50M Revenue + Attended Demo”).
- Analyze performance: Track which segments convert best, and double down where it matters.
Pro tip:
Check your segments every month or so. If you’re never using one, kill it. If you spot new patterns, tweak your attributes.
What Works, What Doesn’t, and What to Ignore
Works: - Keeping segments actionable and simple. - Regularly cleaning up data and retiring stale segments. - Using attributes that actually drive sales conversations.
Doesn’t work: - Tracking vanity attributes just because you can. - Letting your team create segments without a plan—leads to clutter. - Ignoring the “why” behind each segment (if it doesn’t change your process, skip it).
Ignore: - Perfect segmentation. Real life is messy. Close is good enough. - Overly complicated automations. If it takes a flowchart on your wall, it’s probably too much.
Wrapping Up: Keep It Simple, Keep It Useful
Segmenting B2B leads with custom attributes in Salespanel isn’t rocket science, but it’s easy to overthink. Start small: pick just a few attributes that really matter, set up your segments, and actually use them in your day-to-day.
Don’t chase perfection. Segmentation is a tool, not a trophy. Iterate, prune what doesn’t work, and focus on what gets your team talking to the right people, faster.
Now go build segments that actually help you close more deals—and skip the rest.