If you’re sending the same video to your whole list and hoping for magic, you’re leaving results on the table. Audience segmentation isn’t just some marketer’s buzzword—it’s how you get your videos actually watched (and maybe even replied to). If you’re using Tavus to automate or personalize your video outreach, this guide will show you how to break your audience into meaningful segments and deliver videos that feel like they aren’t just spam.
This is for sales, marketing, and customer success folks who want to use Tavus to land in more inboxes—and get more responses—without making segmentation a full-time job.
Why Segmentation Matters (And When It Doesn’t)
Let’s get one thing straight: segmentation works if you actually use it to say something different to different people. If you’re just slapping a first name at the start of the same generic video, don’t kid yourself. But if you’ve got different types of prospects, customers, or leads, and you want to send videos that are actually relevant to them, segmentation is the way to do it.
When to bother with segmentation: - You have distinct groups in your audience (industries, job titles, deal stages). - Your offer or message changes depending on who you’re talking to. - You want to reference something specific (“I saw you’re hiring engineers…”).
When to skip it: - Your list is tiny and everyone’s basically the same. - You’re just testing Tavus and want to see if anyone replies at all. - You’re hoping AI personalization alone will work wonders—it won’t.
Step 1: Get Clear on What Actually Matters
Before you touch Tavus, figure out what differences in your audience actually matter. Don’t create segments just because you can.
Common ways to segment: - Industry or vertical: Are you talking to SaaS founders, realtors, or gym owners? Each needs a different pitch. - Role or seniority: CEOs care about different things than marketing managers. - Lifecycle stage: Cold leads, warm prospects, current customers, churned users. - Pain points or use cases: Why would this person care about your video? Are they looking to save time, make money, or fix a specific problem?
Pro tip: Don’t overthink this. Two to four segments is plenty for most teams. If you find yourself making ten segments, you’re probably making your life harder than it needs to be.
Step 2: Organize Your Data Outside Tavus First
Tavus can only segment based on the data you give it. Garbage in, garbage out. If your CSV is a mess, your segments will be too.
How to prep your data: - Export your list from your CRM or wherever you keep contacts. - Add columns for any fields you want to segment by (e.g., industry, job title, lifecycle stage). - Clean up any weird values—“CEO” and “Chief Executive Officer” should be the same. - Save as a CSV.
If you’re not sure what to include, start simple: name, email, and one segmentation field (like “Industry”).
What not to do: Don’t try to segment based on vague or unreliable data. If half your contacts have blank “Industry” fields, you’re setting yourself up for disappointment.
Step 3: Upload and Map Fields in Tavus
Now you’re ready to bring your list into Tavus. Here’s where you make sure your segmentation data actually gets used.
- Log in to Tavus and start a new campaign.
- Upload your CSV.
- Map the fields from your CSV to Tavus variables.
- Make sure your segmentation field (like “Industry”) is mapped correctly.
- Double-check that first names are in the right place—nobody likes a video that says “Hey ,”.
Pro tip: Tavus uses these fields both for dynamic video content (like “Hi, Sarah!”) and for segmenting your sends. If you want to use “Industry” to trigger different video scripts, it needs to be mapped.
What to ignore: Don’t obsess over mapping every field in your CRM. Only map what you’ll use in your video or logic.
Step 4: Build Segments in Tavus
This is where the magic (the real kind, not the marketing kind) happens. Tavus lets you create segments based on your uploaded data.
How to create segments: - Use the filter or “segment” options inside your campaign setup. - Filter by your segmentation field—e.g., select all contacts where “Industry” = “Healthcare.” - Save each segment with a clear name (“Healthcare Prospects,” “SaaS CEOs”).
Segmenting tips that actually matter: - Keep it simple: Don’t make segments you can’t keep track of. - Think about messaging: If you’re not going to say anything different, don’t bother making a segment. - Preview your segments: Make sure the right people are in the right buckets before you hit send.
What doesn’t work: Segmenting on stuff you can’t actually use in your video. If you have “Favorite Color” as a field but won’t mention it, it’s just data clutter.
Step 5: Write and Record Videos for Each Segment
Now for the part that actually moves the needle—creating video content that’s tailored for each segment.
How to approach your video scripts: - Write a core script that covers the basics for everyone. - Add 1–2 lines that are specific to the segment (“I work with a lot of SaaS CEOs like you…”). - If you’re feeling fancy, use Tavus’s dynamic variables to mention names or companies.
Recording tips: - You don’t need to record a whole new video for every person—just one per segment. - Keep it under 60 seconds. No one wants to watch a pitch that drags on. - Sound like a human being. If you wouldn’t say it in person, don’t say it in your video.
What to skip: Don’t try to write a unique script for every possible micro-segment. That’s a one-way ticket to burnout.
Step 6: Set Up Dynamic Content (Optional, But Powerful)
Tavus can personalize videos by dropping in names, company names, or other fields you mapped. This is where you can get a bit more personal—without recording a million videos.
How to do it: - Use Tavus’s dynamic variables in your script (“Hi, [First Name]…”). - Test your variables before sending. There’s nothing worse than “Hi, [First Name]” making it into a real video. - Only personalize what actually matters. Most people can spot robotic personalization a mile away.
Caution: Dynamic content is cool, but if your base script is generic, it won’t save you. Focus on segment relevance first, then sprinkle in variables.
Step 7: Send, Monitor, and Adjust
You’ve got your segments, your videos, and your dynamic content ready. Now it’s time to actually send these things and see what works.
What to watch: - Open and click rates: Are people even watching? - Replies or responses: Are you getting the kind of replies you want from each segment? - Drop-off: Are some segments just not responding? Maybe your messaging is off.
How to adjust: - If a segment isn’t performing, look at your script—are you actually saying something relevant, or did you just change a word or two? - Try merging underperforming segments back together. Simplicity usually wins. - If something works, don’t overcomplicate it. Double down.
Don’t fall for this: Don’t obsess over vanity metrics or chase perfection. If you’re getting more replies, it’s working. If not, try something else.
Pro Tips and Common Pitfalls
Pro Tips: - Start with the biggest, most obvious segments (like industry or role). - Use real language in your videos. “Hey, John! I saw you head up marketing at Acme—thought this might be useful.” That’s better than “Dear valued contact…” - Batch your recording sessions. Knock out all your segment scripts in one go.
Pitfalls to avoid: - Making too many segments. If you can’t remember who’s in each segment, you’ve gone too far. - Relying on dynamic fields to do the heavy lifting. If your video is boring, [First Name] won’t save it. - Ignoring your data quality. Bad input = bad output, every time.
Keep It Simple (And Iterate)
Segmentation in Tavus is only as good as the thought you put into it. Start small, keep your segments manageable, and focus on actually saying something that matters to each group. You can always add more nuance later if you see results.
Don’t let “perfect” get in the way of “done.” Hit send, see what works, and tweak as you go. That’s how you get videos watched—and get replies you actually want.