If you feel like your B2B lead list is just a big pile of names, you’re not alone. Chasing every lead the same way is a waste of everyone’s time—including yours. This guide is for sales and marketing folks who want to actually do something useful with all those leads. We’re going to dig into how to segment your B2B leads using Vayne filters. No fluff, no magic formulas—just a grounded, practical approach that works.
Why Segmentation Matters (and What to Ignore)
Let’s get this out of the way: segmentation isn’t about fancy dashboards or impressing your boss with color-coded charts. It’s about focusing your energy where it’s most likely to pay off. Here’s what proper segmentation does:
- Helps you stop wasting time on dead-end leads.
- Lets you tailor your pitch so it actually lands.
- Makes your campaigns (and your life) a lot less chaotic.
What not to worry about? Over-complicating things with 20+ micro-segments, or getting lost in the weeds of “lead scoring models” that nobody on your team uses. The goal here is clarity, not complexity.
Step 1: Get Your Lead Data in Shape
Before you even open Vayne, make sure your lead data isn’t a mess. This means:
- Basic info: Company name, contact, job title, industry, company size, location.
- Data hygiene: Duplicates, weird formatting, missing fields—clean these up. Garbage in, garbage out.
- Enrich if needed: If all you have is an email, consider using a tool (or Vayne’s enrichment feature, if you’re on a higher plan) to fill in the blanks.
Pro tip: Don’t spend days obsessing over perfect data. Just get it “good enough” to start filtering.
Step 2: Pick Segmentation Criteria That Actually Matter
Not all filters are created equal. Start with the stuff that actually moves the needle for your business. Here are some classic starting points:
- Industry: Are you better for SaaS companies, manufacturers, agencies? Don’t be everything to everyone.
- Company size: SMBs vs. enterprises have wildly different needs and budgets.
- Job function: Who’s your real buyer—IT, marketing, finance?
- Location: Sometimes time zones and local regulations matter more than you think.
- Tech stack: If you sell integrations, filter for companies using what you support.
What to ignore? Vanity data—like filtering by company Twitter followers—unless you have a real reason.
Reality check: If you don’t know what criteria drive your best deals, look at your last 10 closed-won customers. What do they have in common? Start there.
Step 3: Set Up Vayne Filters (Without Getting Lost)
Vayne’s filtering system is pretty straightforward, but it’s easy to go overboard. Here’s how to set up filters that help you, not slow you down.
1. Load Your Lead List
- Import your data as a CSV or connect your CRM.
- Make sure columns line up with Vayne’s fields (check the import preview—those errors are easier to fix now than later).
2. Build Your First Filter
- Head to the “Filters” tab.
- Click “Create New Filter.”
- Start simple: pick one or two main criteria (e.g., “Industry: SaaS” and “Company size: 51-200”).
- Save and name your filter something you’ll recognize in a month.
Pro tip: Use exclusion filters to cut out obvious mismatches (e.g., “Industry: NOT Education” if you never sell there).
3. Stack Filters (But Don’t Go Nuts)
- You can add more layers—like “Location: United States”—but beware of over-filtering. If your segment drops from 1,000 leads to 4, you’ve gone too far.
- Vayne shows you how many leads match as you add filters—watch that number.
4. Test and Adjust
- Pull up a sample of leads that match your filter. Are they legit targets, or is the filter too broad/narrow?
- Adjust as needed. Don’t worry about getting it “perfect”—you’ll tweak as you go.
Step 4: Build Segments That Actually Get Used
Too many teams set up segments, then never touch them again. Here’s how to make sure your filters do real work:
- Map to workflows: Each segment should tie to a specific campaign, sequence, or rep.
- Keep it manageable: 3–5 segments is plenty for most teams. More than that, and you’re just making busywork.
- Review quarterly: Segments aren’t set-and-forget. Check every few months—are you missing new types of buyers? Is a segment always empty?
What works: Simple, action-oriented segments (e.g., “Mid-size US SaaS CEOs”) get used.
What doesn’t: Segments so broad they’re useless (“All leads in North America”) or so narrow nobody qualifies.
Step 5: Use Filters to Drive Outreach (Not Just Reports)
Here’s where most teams drop the ball. Segmentation is pointless unless it actually changes how you work.
- Custom messaging: Use segments to tailor your emails, calls, or ads. Don’t spam everyone with the same pitch.
- Assign by expertise: Route leads to reps who know the segment best.
- Track results: Are certain segments converting better? Double down there. Are some duds? Adjust or drop them.
Pro tip: Don’t get stuck in analysis paralysis. Use filters to take action, not just make pretty lists.
Step 6: Avoid the Common Pitfalls
Let’s be honest—most lead segmentation fails for the same boring reasons:
- Over-complication: Ten filters, five layers deep, and nobody remembers what they mean.
- Stale segments: Nobody updates the filters as the business evolves.
- “Set it and forget it”: Segments aren’t tied to real campaigns or actions.
Stick with clear, useful segments. If nobody on the team can explain a filter in one sentence, it’s probably not helping.
Step 7: Iterate Based on Reality, Not Theory
Your first set of filters won’t be perfect. That’s fine. The only way to get better is to keep tweaking based on what’s actually working.
- Schedule a quick review: Once a month, look at which segments are delivering.
- Talk to your team: Are reps using the segments? Do they make sense?
- Drop what doesn’t work: Don’t hang on to dead segments just because you spent time setting them up.
Final Thoughts: Keep It Simple, Keep It Useful
Segmenting your B2B leads with Vayne filters isn’t rocket science, but it does take a little discipline. Keep your filters simple, tie them to real action, and don’t be afraid to iterate. The real trick is to make segmentation something that saves you time, not adds to your to-do list. Start small, learn fast, and don’t let “perfect” get in the way of “done.”