So you’ve got a list of B2B prospects and a quota to hit. Now what? If you just blast the same message to everyone, expect crickets. But if you try to handcraft every email, you’ll burn out before lunch. The answer: segmentation. This guide is for sales and marketing folks who want to use CompanyEnrich to actually make prospect lists useful, not just longer.
Let’s break down a no-nonsense approach to segmenting your B2B prospects so your outreach actually gets read—and maybe even replied to.
Why Segmentation Matters (and Where People Mess It Up)
Before we get tactical, a reality check: Segmentation isn't magic. It doesn't write your emails or close deals. But it does help you stop wasting time on the wrong people with irrelevant messages.
Here’s where most people go wrong: - Overcomplicating it: Creating 20 micro-segments and then never using them. - Going too broad: “SMBs in North America” is not a segment; it’s a census. - Relying only on firmographics: Titles and company size matter, but they’re not enough.
The sweet spot is somewhere in the middle: clear, simple segments you can actually use to personalize your outreach—without turning it into a second job.
Step 1: Get Your Data Right in CompanyEnrich
First things first: make sure your data isn’t garbage. Even the best segmentation falls apart if your prospect info is out of date or missing half the fields.
In CompanyEnrich: - Import your list: Upload your base CSV, use the CRM integration, or connect your data source. Use the preview tool to spot weirdness (think: “CEO” in the industry column). - Enrich missing fields: Fill in gaps with CompanyEnrich’s data enrichment features—grab titles, company size, industry, LinkedIn URLs, etc. - Clean duplicates and junk: Merge dupe records and archive obviously bad data. If you see “test@test.com,” just delete it.
Real talk: No enrichment tool is perfect. If you see something fishy (“Google” with 12 employees), don’t trust it blindly.
Step 2: Decide What Actually Matters for Your Outreach
Don’t start segmenting by what’s easy. Start with what actually changes your message.
Ask yourself: - Would I write a different email to this group? - Does this trait impact whether they buy? - Is there a real difference in pain points or priorities?
Some fields that usually matter: - Industry: Healthcare vs. SaaS is night and day. - Seniority: VP cares about different things than a Marketing Coordinator. - Company size: Startups move fast, enterprises don’t. - Tech stack: If you sell integrations, this matters a lot. - Recent funding/events: Funded companies might be ready to buy, or just proud of their funding.
What to ignore: Things that look fancy but don’t change your outreach (e.g., “number of Twitter followers,” unless you’re selling social media tools).
Step 3: Build Segments in CompanyEnrich
Now, the practical part. Here’s how to actually create segments you’ll use.
3.1. Use Filters, Not Just Lists
Don’t export 10 different spreadsheets. Use CompanyEnrich’s dynamic filters so your segments update automatically.
- Filter by multiple criteria: Stack filters like “Industry: Healthcare” + “Seniority: Director+” + “Company Size: 200-1000.”
- Save your segments: Give them clear, obvious names. “US SaaS VPs” beats “Segment 3.”
Pro tip: Test your filters—spot-check a few records to make sure they’re not pulling in junk. If your “VP” segment is full of interns, something’s off.
3.2. Tag and Annotate
CompanyEnrich lets you tag and annotate contacts. Use this for: - Special cases: “Met at conference,” “Inbound demo request,” etc. - Exclusions: “Do not contact,” or “Current customer.”
It’s tempting to overuse tags. Don’t. Stick to what you’ll actually use for outreach.
Step 4: Prioritize Your Segments (Don’t Treat All Prospects the Same)
Not every segment is equally valuable. Spend your effort where it counts.
- Score by likely value: Larger companies, recent funding, or high intent signals should get more personalized outreach.
- Start with 2-3 key segments: Trying to personalize for 10 groups means you’ll do none well.
- Revisit often: If a segment never responds, maybe it’s not worth the effort.
Skip this: Don’t waste hours prioritizing SMBs if you sell something only enterprises buy.
Step 5: Personalize Your Outreach (But Don’t Overdo It)
With segments in place, now your messaging can actually get specific.
- Build templates for each segment: One for “Healthcare CTOs,” another for “SaaS Founders,” etc.
- Personalize at scale: Add a snippet about their industry, recent news, or pain points.
- Automate what makes sense: Use merge fields (Company Name, Role, etc.), but don’t be afraid to add a quick manual touch for your top targets.
What to avoid: Overpersonalizing for the sake of it. Adding “Saw you went to Ohio State” isn’t helpful unless it’s relevant.
Step 6: Test, Measure, and Adjust
Don’t set and forget your segments. Data changes, and so do people.
- Track reply rates by segment: If your “Fintech CFO” group never replies, maybe your message is off—or you’ve got the wrong CFOs.
- Tweak filters: If you keep seeing bad fits, adjust your criteria.
- Iterate, don’t overhaul: Small changes work better than scrapping everything.
Honest take: Most “segmentation best practices” are just guesses. Trust your numbers, not the latest LinkedIn post.
Quick Tips and Pitfalls to Avoid
- Don’t obsess over perfection: Good enough beats never-started.
- Document your logic: If you leave, can someone else understand your segments?
- Don’t let the tool drive your strategy: CompanyEnrich is helpful, but your brain still matters most.
- Watch for data decay: Set a regular reminder to re-enrich and clean your data.
Keep It Simple and Iterate
Segmentation isn’t a one-time project. It’s an ongoing habit—tweak, test, and improve as you learn what works. Start with a few meaningful groups, personalize your outreach just enough, and don’t get lost chasing the “perfect” segment.
If you’re using CompanyEnrich, lean on its filters and enrichment, but don’t rely on automation to do your thinking for you. The goal is more replies, not more busywork. Start simple, ship your first campaign, and adjust as you go. That’s how you actually win at B2B outreach.