Cutting through the noise is tough, especially if you’re running B2B campaigns and drowning in a sea of leads. This guide is for marketers, sales ops folks, and anyone who wants to actually use their CRM, not just fill it up. If you’re tired of generic advice and want a clear, real-world process for segmenting leads in Getcompass, you’re in the right place.
Let’s get straight to it.
Why Lead Segmentation Matters (and What to Ignore)
Lead segmentation isn’t just about slicing and dicing your list for the sake of it. Done right, it means: - Sending fewer, more relevant emails - Giving sales reps a fighting chance - Actually understanding who’s in your funnel
What doesn’t matter? Overcomplicating things. You don’t need 50 micro-segments. Most B2B teams get more mileage from a few useful groups than a dozen that look “sophisticated” on a dashboard.
Step 1: Get Clear On Your Segmentation Goals
Don’t open up Getcompass yet. If you skip this step, you’ll end up with a mess of tags and filters that nobody remembers six months from now.
Ask yourself: - Who are your best customers? (Industry, size, role, pain points) - What’s the main goal? (Personalized outreach? Product fit? Sales handoff?) - Which data do you actually have—and trust—about your leads?
Pro tip: If your data is a mess, fix that first. Segmenting bad data just means you’ll target the wrong people, faster.
Step 2: Map Out the Data Fields That Matter
In Getcompass, you can usually segment by: - Company size (employee count, revenue) - Industry or vertical - Job title / function - Lead score (if you’re using one) - Location - Engagement (opened emails, clicked, etc.)
But don’t get sidetracked by every field. Stick to what’s relevant for your campaign. For example: - Selling to tech startups? Prioritize industry, funding round, and headcount. - Targeting manufacturing? Look for SIC/NAICS codes or plant locations.
What to ignore: “Nice to have” fields that nobody uses. If nobody on your team cares about time zone or LinkedIn connections, skip it.
Step 3: Clean Up Your Lead Data
This is the unglamorous part, but it’s essential. Garbage in, garbage out.
- Standardize company names (no “ACME Corp.” and “Acme Corporation” as two different entries)
- Fill in missing fields for key segments, if possible (sometimes a quick export/import is fastest)
- Ditch obvious junk (test leads, spam, or companies that don’t fit your ICP)
If you have hundreds of leads, don’t try to fix everything. Just focus on the 20% that matter most for your next campaign.
Step 4: Build Your Segments in Getcompass
Now you’re ready to fire up Getcompass. Here’s how to create segments that don’t suck:
-
Go to your leads dashboard
Find the main leads or contacts section—this is usually where all segmentation starts. -
Use filters, not just tags
Tags are fine, but filters let you combine multiple criteria (e.g., “VP of Marketing” at companies with 100–500 employees, in SaaS). -
Set up your core segments
A few examples: - “High-value prospects” (e.g., $10M+ revenue, in your target industry)
- “Engaged but not converted” (opened 2+ emails, haven’t booked a call)
-
“Mid-market leads” (100–1,000 employees, US-only)
-
Name segments clearly
Call it like it is. “SaaS Founders – Series A, US, 10–50 employees” says more than “Segment 12.” -
Save and document your segments
Most mistakes happen when nobody remembers what a segment means. Keep a simple doc or spreadsheet with the logic for each one.
What works best:
Start with 2–4 segments tied to real business needs (e.g., outbound, inbound, nurture). Add more only if you’re actually going to use them.
Step 5: Test Your Segments Before You Hit Send
Before you start blasting emails or assigning leads to sales, sanity-check your segments: - Spot-check a few leads in each group. Do they actually fit? - Are there any weird outliers (e.g., students, competitors, job-seekers)? - Is the segment big enough to be worth targeting, but not so broad it’s useless?
If it looks off, fix your filters—not just the data. Sometimes it’s as simple as changing “contains” to “equals” in your filters.
Pro tip: Don’t trust automation blindly. Even the best CRM can’t read your mind.
Step 6: Use Segments for Targeted Campaigns
This is where segmentation pays off. Here’s how you can actually use your segments: - Personalized email cadences: Tailor your messaging to the pain points and buying stage of each group. - Dynamic content: If your tools support it, show different case studies or benefits based on segment. - Sales handoff: Assign the right reps to the right leads, based on experience or territory.
What doesn’t work: Sending generic blasts to every segment. If you don’t change your message, segmentation is just busywork.
Step 7: Keep Segments Updated (Without Losing Your Mind)
Segmentation isn’t a “set it and forget it” thing. But you don’t need to babysit it daily, either.
- Schedule a monthly or quarterly review: Archive segments you’re not using. Update filters if your ICP changes.
- Automate where possible: If Getcompass supports it, set rules to auto-tag or update segments when new data comes in.
- Get feedback from sales: If they say “this segment is filled with duds,” listen to them. The point is to make their lives easier, not harder.
Pro tip: Document your changes. Future you (or your replacement) will thank you.
Honest Advice: What to Watch Out For
- Don’t chase perfection. The perfect segment doesn’t exist. Good enough is better than not doing it at all.
- Don’t segment just to segment. Every group you create should have a real use—if not, kill it.
- Don’t believe the hype about AI-powered segmentation (unless you’ve seen it work with your own data). Most of the time, simple rules beat black-box magic.
Wrapping Up: Keep It Simple, Iterate Often
Segmentation in Getcompass (or any CRM) is about making your life easier, not harder. Start small. Use clear, actionable segments. Ignore the fluff. Review what’s working, and don’t be afraid to delete what isn’t.
You’ll run better B2B campaigns—and save yourself a ton of time—by keeping things practical and straightforward.