If you’re sending the same message to every B2B contact, you’re basically shouting into the void. Smart segmentation is how you actually get replies, not just opens. This isn’t about chasing trends or complicated “AI journeys”—it’s about talking to the right people, the right way. If you’re using Getaia for outreach or nurturing, this guide will walk you through building segments that actually work, not just look good in a dashboard.
Here’s how to cut through the noise and set up segmentation that delivers.
1. Get Clear: What Are You Trying to Do?
Before you even open up Getaia, get specific about your goal. Segmentation isn’t a checkbox—it’s about making your list work for you.
Ask yourself: - Are you trying to book demos, nurture cold leads, upsell existing customers, or reactivate old contacts? - Do you need to focus on industry, company size, job title, or something else? - Will you use these segments for email, LinkedIn, or another channel?
Pro tip: If your answer is “all of the above,” you’re not segmenting—you’re just making lists. Start with one goal and do it well.
2. Audit Your Data (and Fix What’s Broken)
You can’t segment what you don’t have. Before you build anything in Getaia, look at your data. Is it: - Complete? (Do you have company size, industry, job function, etc.?) - Accurate? (Or did someone just guess half the job titles?) - Up to date? (Are you emailing people who left months ago?)
What works: - Clean lists—less is more. It’s better to have 500 well-tagged contacts than 5,000 mystery emails. - Standardized fields (e.g., everyone uses “VP Marketing,” not “Vice President, Mktg” or “VPM”).
What to ignore: - Fancy data enrichment tools unless you really need them. Start with what you’ve got, then fill in gaps.
3. Map Out Segments That Actually Matter
Don’t overthink this. Most B2B teams get the most mileage out of a handful of segments:
The classics: - Industry: SaaS vs. manufacturing vs. healthcare, etc. - Company size: SMB, mid-market, enterprise. - Job function/role: Decision makers vs. practitioners vs. influencers. - Customer stage: New lead, active customer, lapsed client, etc. - Tech stack: Are they using Salesforce, HubSpot, or something niche?
Examples that work: - “Fintech companies with 100–500 employees, selling B2B, and using Stripe.” - “Manufacturing CMOs in the Midwest that downloaded our whitepaper.”
What to ignore: - Hyper-specific “micro-segments” with three people in them. If a segment isn’t big enough to test, skip it.
4. Build Your Segments in Getaia
Here’s where you log in and actually do the work.
Step-by-step:
- Import your contacts and data. Make sure your CSV, CRM, or integration is up to date.
- Set up custom fields. If you need to track “Tech Stack” or “Customer Stage,” create those fields now.
- Use filters to create segments.
- Pick criteria: industry, company size, role, etc.
- Combine filters to narrow things down (e.g., “SaaS + 50–200 employees + Director/VP”).
- Save these as reusable segments.
- Tag or label contacts for easier sorting. If someone fits more than one group, tag them accordingly.
Honest take: - Getaia’s segmentation tools are decent, but not magic. They’ll do the job if your data is clean. If your info is messy, no tool will save you. - Don’t obsess over every possible filter. Start broad, then refine as you go.
5. Write Messaging for Each Segment (Don’t Overcomplicate It)
Once your segments are set, it’s time to actually personalize your outreach.
Keep it simple:
- Speak to the real pain points of each group. (Don’t just swap out “{{Industry}}” and call it a day.)
- Use examples or references that make sense for that segment.
- Cut the fluff—nobody wants to read a generic pitch.
What works: - “We help SaaS companies like yours cut churn by 20%” beats “We help businesses grow.” - Short, direct intros—no long-winded intros about being “thrilled to connect.”
What to ignore: - Overly complex dynamic content. If it takes you an hour to build each email, you won’t keep it up. - Jargon. If you wouldn’t say it on a call, don’t write it in your email.
6. Test, Measure, and Adjust
Segmentation isn’t “set it and forget it.” What works now might flop next quarter.
Here’s how to stay sharp:
- Track replies and conversions by segment, not just opens or clicks.
- A/B test messaging within your key segments. Sometimes a tiny tweak gets you better results.
- Prune underperforming segments. If a group never bites, try a different angle—or drop them.
- Update your segments as your market changes (e.g., new industries, job titles, or product lines).
Honest take: - Most teams get lazy here, and results drop fast. Regularly check what’s working—quarterly is a good start.
7. Common Pitfalls (and How to Dodge Them)
Let’s be real—here’s what trips up most teams:
- Trying to do too much at once. Start with a few meaningful segments. Expand only when you’re seeing results.
- Chasing “AI-powered” segmentation hype. If the basics aren’t dialed in, no AI tool will fix it.
- Data decay. People change jobs all the time. Make list hygiene a habit.
- Assuming personalization equals {first_name} macros. Real personalization speaks to needs, not just names.
8. Pro Tips That Actually Help
- Build segments with sales, not just for them. They know which groups convert.
- Keep your segment names simple and clear. “SaaS_50-200_VP” is better than “Growth_Cluster_Alpha.”
- Automate what you can, but review regularly. Automation is for grunt work, not strategy.
- Document your logic. If you leave, someone else should know why each segment exists.
Keep It Simple—and Keep Moving
Segmentation in Getaia isn’t rocket science, but it does take discipline. Start with a clear goal, keep your data tight, and focus on messaging that feels like it was written by a human, not a mail merge robot. Don’t wait for perfect segments—test, learn, and tweak as you go. The best B2B marketers build on what works and ditch what doesn’t, one segment at a time.