If you’re sending the same marketing message to every business prospect, you’re wasting money—and probably annoying people. This guide is for anyone using Matchkraft who wants to cut through the noise and actually reach the right B2B audience, not just “spray and pray.” Whether you’re a marketer, sales ops lead, or just the unlucky soul stuck doing list management this quarter, here’s how to get segmentation right so your campaigns don’t suck.
Why Segment Your B2B Prospects (and What to Ignore)
Segmenting B2B prospects sounds obvious, but a lot of people get it wrong. Here’s the deal:
- Why bother? The right segmentation means your message hits home—people open, click, and reply instead of hitting delete.
- What to ignore: Fancy AI “intent signals” and micro-segments sound great, but often just add noise. Start simple.
- What actually works: Segments based on real business needs, buying stage, industry, company size, or job function.
Don’t get distracted by the 47 filters you could use. You want clarity, not confusion.
Step 1: Clean Up Your Data First
Before you even open up Matchkraft, make sure your data isn’t a dumpster fire. Garbage in, garbage out.
- De-dupe your list. Remove duplicates—Matchkraft can help, but you should check first.
- Check for missing info. You need at least company name, contact name, email, and a couple of firmographics (industry, size, etc).
- Standardize fields. Make sure “Industry” isn’t “FinServ” for some, “Financial Services” for others, and “Finance” for a few more. Pick one and stick with it.
Pro tip: If you’re getting your data from sales, double-check it. Salespeople are great, but their idea of “clean” data is, well, optimistic.
Step 2: Decide What Actually Matters for Your Campaign
Don’t use all the segmentation options just because they’re there. Ask yourself: What’s the biggest difference between the buyers who care and the ones who don’t?
Some basics that usually work:
- Industry (vertical): Are you selling HR software? Focus on industries that actually hire people.
- Company size: Different pitch for a 10-person startup vs. a Fortune 500.
- Job title/function: Who actually makes the decision? CIO, Marketing Director, Operations Lead?
- Geography: Only if it truly matters—don’t overdo it.
What doesn’t usually matter:
- Vague behavioral scores: “Engagement: 7.3/10” is often meaningless by itself.
- Every possible filter: More filters = smaller lists = more hassle, rarely more sales.
Start broad, then get more specific if you see patterns.
Step 3: Build Segments in Matchkraft
Now, let’s actually use Matchkraft’s segmentation tools. If you haven’t already, upload or sync your cleaned-up list.
- Go to the Segmentation section.
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Usually under “Audience” or “Prospects.” If you can’t find it, use the help menu—it’s not always obvious.
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Create a new segment.
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Click “New Segment” or similar. Give it a name you’ll actually recognize in three months.
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Set your filters.
- Industry: Use exact match or pick from their dropdown. Don’t get creative—keep it standard.
- Company size: Matchkraft usually lets you pick by employee count or revenue. Pick the one your data actually has.
- Job title/function: Use contains/does not contain for keywords like “VP,” “Head of,” or “Director.”
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Geography: Use only if your campaign is region specific.
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Preview the segment.
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Always check how many prospects fall into your segment. If it’s 8 people or 8,000, something’s off. Adjust as needed.
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Save and label clearly.
- Use names like “US SaaS CEOs 50-500” instead of “Segment 3.” Your future self will thank you.
What’s worth ignoring:
Don’t get sucked into “AI-powered smart segments” (unless you know they work for your exact use case). Most of the time, they just repackage your filters in a fancy way.
Step 4: Test Your Segments Before You Launch
Don’t just trust the software. Test your segment:
- Spot check a sample. Are these the people you actually want to reach? If not, fix your filters.
- Check for weird outliers. If you see a landscaping company in your “FinTech” segment, something’s off.
- Make sure you have enough people. Too small? Loosen filters. Too big? Tighten up.
If you’re running multiple segments, test each one—don’t assume copy/paste will work.
Step 5: Match Your Messaging to Each Segment
You’ve got your segments—now don’t blow it with generic messaging.
- Tailor your content. Speak directly to the pain points of each segment. A “one-size-fits-all” approach is a waste.
- Use dynamic fields, but keep it real. “Hi {FirstName}, as a {JobTitle} at {CompanyName}…” is fine. Just don’t overdo it or get creepy.
- Preview everything. Sometimes personalization tokens break. Double-check before you blast.
Pro tip: Before sending, ask someone from sales or customer success to read your message. They’ll spot jargon or tone-deaf lines faster than you will.
Step 6: Launch, Monitor, and Adjust
Even with careful setup, not every segment will perform as you hope. Don’t be afraid to tweak.
- Watch your open and reply rates. If a segment isn’t biting, re-examine your filters and message.
- A/B test your messaging. Small tweaks can make a big difference.
- Don’t chase perfection. Sometimes, “good enough” segments beat chasing the mythical “perfect” audience.
Ignore vanity metrics like “impressions.” Focus on real engagement—replies, meetings booked, deals started.
Common Mistakes (and How to Avoid Them)
- Over-segmentation: Five good segments beat 25 micro-segments. More segments = more work, not more results.
- Segmenting just because you can: If it doesn’t change your message or offer, don’t bother.
- Forgetting to update segments: Businesses change. Review and refresh your segments at least once a quarter.
Pro tip: Keep a spreadsheet or doc of your segment criteria and why you picked them. Saves you a lot of head-scratching later.
When (and When Not) to Use Advanced Features
Matchkraft offers stuff like “lookalike audiences,” intent data, and predictive scoring. Here’s the honest take:
- Lookalike segments: Can work if you have a proven list of high-value customers. Otherwise, they’re just guessing.
- Intent data: Sometimes useful, but often noisy. Test before you trust it.
- Predictive scoring: Fine for huge databases, but not magic. Use as a nudge, not a rule.
If you’re new to segmentation, skip the fancy features until your basics are solid.
Keep It Simple, Iterate Often
Segmentation isn’t a one-and-done deal. Start with broad, sensible segments, send your campaigns, watch what happens, and refine as you go. Don’t let the software (or hype) overcomplicate things. The goal is simple: get the right message to the right people, so your campaigns actually work. That’s it. Keep it simple, keep it honest, and keep iterating.