Sales teams love to talk about “personalization,” but most outreach still feels like a mail merge with a first name. If you’re selling to enterprise accounts, you can’t afford to treat a 10,000-person company the same as a 500-person one. You need smarter segmentation—and you need it to be practical, not academic.
This guide is for anyone who needs to wrangle big, messy account lists in Leadpipe and actually get results from personalized outreach. I'll walk you through clear steps, flag what matters and what doesn't, and share some lessons learned from the trenches.
Why bother segmenting at all?
Let’s be honest: segmentation takes effort. But if you’re sending the same message to every company, you’re basically cold-calling with extra steps. Here’s what good segmentation does for you:
- Saves time: Focus on accounts that fit your offer, skip the ones that won’t.
- Boosts reply rates: People are more likely to respond to outreach that actually speaks to their needs.
- Makes personalization easier: When you group similar accounts, you can personalize at scale (without losing your mind).
If you want to avoid spray-and-pray, you need to get this right.
Step 1: Get your account list into shape
Before you start slicing and dicing, make sure your data isn’t garbage. Leadpipe will pull in a lot of info, but it’s not magic.
- Export or sync your account list. If you’re starting from scratch, use Leadpipe’s search filters to build a list of target accounts. If your CRM is a mess, clean it up first.
- Check the basics: Company name, website, employee count, industry, HQ location—the standard stuff.
- Fill in the gaps: If you’re missing key data points, use Leadpipe’s enrichment tools. Don’t obsess over 100% completeness; focus on what actually helps you segment.
Pro tip: Ignore vanity fields like “company mission statement” or “recent awards.” Unless you’re selling to HR, they don’t move the needle.
Step 2: Pick segmentation criteria that actually matter
This is where most guides get fluffy. You don’t need 10 layers of segmentation. Focus on what really changes your approach. For enterprise accounts, here’s what works:
1. Company size (by employee count or revenue)
- Why it matters: A 500-person company buys differently than a 50,000-person one.
- How to use it: Group into buckets (e.g. 500–2,000, 2,000–10,000, 10,000+). Don’t overthink the exact ranges.
2. Industry or vertical
- Why it matters: Messaging for banks won’t work for tech companies.
- How to use it: Stick to high-level categories (Financial Services, Retail, Manufacturing). If you get too granular, you’ll have 50 buckets and zero time.
3. Geography
- Why it matters: Regulations, budget cycles, and even business hours can differ.
- How to use it: Group by region (e.g. North America, EMEA, APAC) or by country if you have enough accounts.
4. Tech stack or key initiatives (optional)
- Why it matters: If you’re selling software or services, tech stack can be a game-changer.
- How to use it: Only segment if you can reliably get this data. Otherwise, skip it.
What to ignore:
Don’t waste time with segmentation like “company age” or “recent funding” unless you know it changes your pitch. Most of the time, it won’t.
Step 3: Build your segments in Leadpipe
Here’s how you can actually set up these segments in Leadpipe without getting lost in the weeds.
- Log in and go to the Accounts module.
- Use the filter bar: Filter by the criteria you picked—employee count, industry, geography, etc.
- Save each segment as a smart list or static list. Leadpipe lets you save filters so you aren’t recreating the wheel every time.
- Name your lists clearly: “US Financial Services, 2,000+ Employees” is way better than “List 3.”
Pro tip: Don’t get sucked into creating 20 micro-segments. Start broad, then go narrower only if you see a real difference in results.
Step 4: Match personas to segments
Enterprise accounts usually have multiple buyers. Don’t just settle for “decision maker”—figure out who you want to reach in each segment.
- Create persona templates: For example, IT Director for tech companies, Head of Procurement for manufacturers.
- Map these personas to your segments: Not every segment will have the same relevant contacts.
- Use Leadpipe’s contact filters: Once you’ve got your segments, filter for the right titles.
This keeps your outreach focused and prevents blasting your pitch to the wrong people.
Step 5: Personalize the right way
Now that you’ve got your segments, don’t fall into the “Dear {FirstName}” trap. Here’s how to personalize without writing 100% custom emails:
- Write segment-specific messaging: Create a core message for each segment that speaks to their industry, size, or pain points.
- Add one or two details: Reference something specific to their company—recent news, product launches, or even just their location if relevant.
- Use templates smartly: Leadpipe’s templates can save time, but don’t sound like a robot.
What not to do:
Don’t waste hours per email. If you need that much research, your segment is too broad or your offer is too generic.
Step 6: Test, tweak, and toss what doesn’t work
Segmentation isn’t set-and-forget. Here’s how to keep improving:
- Track replies and meetings, not just opens. Vanity metrics won’t help you refine your approach.
- Compare segment performance: If one segment flops, dig in. Was your message off? Was the segment too broad?
- Be ruthless: Kill segments that don’t work and double down on what does.
Pro tip: Once a quarter, revisit your segments. Enterprise accounts change fast—what worked last year might be stale now.
The honest truth: What works, what doesn’t, and what to ignore
- What works: Simple segments, clear messaging, and targeting the right personas. Less is more.
- What doesn’t: Over-engineered segments, endless data enrichment, or obsessing over every LinkedIn post a company makes.
- What to ignore: Hype about “hyper-personalization” if you don’t have the bandwidth or data. Most prospects just want to know you understand their world.
Keep it simple, iterate, and don’t overthink it
Segmentation in Leadpipe isn’t rocket science. Start with broad groups, see what sticks, and refine from there. You’ll get better results by acting, learning, and iterating than by chasing perfect data or writing the world’s most customized email. Keep it real, keep it simple, and you’ll be miles ahead of the spray-and-pray crowd.