So you want to stop blasting generic messages into the void—and actually reach the right buyers with the right pitch. Good news: you don’t have to build a spreadsheet army or buy a half-baked “AI” tool to do it. This guide is for B2B sales and marketing folks who want to use Buyerdeck to segment buyers and get real about go to market messaging. Whether you’re a team of one or part of a bigger crew, you’ll find practical steps and some straight talk on what’s worth doing (and what isn’t).
1. Get Clear on What Buyer Segmentation Really Means
First off, don’t overcomplicate this. Segmentation is just grouping buyers with similar traits, problems, or needs. The point? So you can talk to them in a way that actually lands.
Forget any tool for a sec—if you don’t know who you’re selling to, no software’s going to save you. So before you even open Buyerdeck:
- List out your main buyer types. Not just job titles, but what they care about and why they’d buy from you (or not).
- Ask sales and CS what patterns they see. Who actually signs? Who ghosts you? Why?
- Write down the 2-4 big differences between groups. Industry? Company size? Buying triggers? Budget? Don’t drown in details—just get the big buckets.
Pro tip: “Everyone is our buyer” is a warning sign. Get specific, or you’ll end up with watered-down messaging no one cares about.
2. Set Up Your Buyerdeck Workspace the Right Way
You’re ready to use Buyerdeck when you know what you’re looking for—not before.
- Create a project or workspace for segmentation. Don’t mix it up with random product launches or ABM campaigns.
- Import your buyer data. Buyerdeck works best when you connect your CRM (like Salesforce or HubSpot) or upload a CSV. Garbage in, garbage out—so take a minute to clean up obvious junk.
- Map out key data fields. You’ll want things like:
- Industry or vertical
- Company size (revenue, employee count)
- Buying role (decision-maker, influencer, blocker)
- Pain points or buying triggers (if you track these)
- Deal stage or engagement signals
If you don’t have all this, that’s fine. Start with what you do have and fill gaps over time.
3. Build Segments That Actually Matter
Buyerdeck lets you slice and dice your buyers all sorts of ways. Here’s what’s worth your time:
- Start simple. Focus on 2-4 segments you can actually act on. For example:
- Mid-market SaaS CTOs vs. Enterprise IT Directors
- Professional services under 500 employees vs. over 500
- Early-stage startups vs. mature companies
- Use filters, not wishful thinking. In Buyerdeck, set up saved filters for these groups. Check if your segments are big enough to matter. If you’ve got 10 people in a segment—combine it with another, or don’t bother.
- Label and describe each segment. Don’t just call it “Segment A.” Write a one-sentence description, like “Tech leaders at midsize companies who care about integrations.”
What to skip: Don’t get stuck in the weeds making 20 micro-segments. You’ll never message them all, and you’ll burn out fast.
4. Pull Out Key Insights for Each Segment
Here’s where Buyerdeck gets useful: it can surface patterns in how different segments interact with your content, respond to emails, or move through the funnel.
- Check engagement analytics. Which segments are actually opening, clicking, or replying? Where do deals stall?
- Review win/loss data by segment. Who’s buying? Who’s ghosting? Why?
- Look for patterns in objections or questions. Buyerdeck can help pull these from call notes or email threads (assuming you’ve hooked it up right).
Document the 2-3 things that matter most for each segment: - What triggers action? (e.g., “Compliance deadlines” vs. “Integration headaches”) - What language do they use? (e.g., “Reduce manual work” vs. “Automate workflows”) - Common blockers or red flags
Pro tip: Don’t trust dashboards blindly. Gut-check what you’re seeing with your sales or CS team. Sometimes the numbers don’t tell the whole story.
5. Tailor Your Messaging—Without Reinventing the Wheel
Now you know what makes each segment tick. Time to tweak your messaging, not rewrite your whole website.
- Draft core value props per segment. In Buyerdeck, you can store and version messaging by segment. Keep it tight—one paragraph, tops, for each.
- Create templates for emails, outreach, and collateral. Don’t start from scratch every time. Just swap in the segment-specific chunk.
- Test headlines and CTAs that reflect each segment’s real pain. If “Save time for your dev team” works for startups, but “Avoid compliance fines” works for enterprises, use both—just in the right places.
What’s not worth doing: Don’t make 10 versions of every asset. Focus on the top 2-3 channels or touchpoints that move the needle (cold emails, landing pages, demo decks, etc.).
6. Activate Segments Across Your Go to Market
All the segmentation in the world is useless if you don’t actually use it. Here’s how to make sure it sticks:
- Sync segments to your CRM and marketing tools. Buyerdeck can push segment tags back to Salesforce, HubSpot, Outreach, etc. Set up automations so folks see the right message.
- Train sales and SDRs. Give them the cheat sheet: “When you see Segment X, lead with Y.” Keep it simple.
- Review campaign performance by segment. Don’t just look at overall open or win rates—dig into what’s actually working for each group.
- Set up alerts or reports for outlier behavior. If a segment suddenly stops responding, or starts moving fast, you want to know.
Pro tip: This isn’t “set it and forget it.” Segments change. People move. Market shifts. Schedule a quarterly review—anything more is overkill for most teams.
7. What to Ignore (For Now)
- Overly fancy persona decks. If you can’t summarize a segment on a sticky note, it’s too complicated.
- Hyper-granular scoring models. You don’t need to assign a score to every click or open. Focus on big signals.
- “AI-powered” recommendations that don’t explain themselves. If Buyerdeck (or anything else) gives you black box advice, don’t take it as gospel. Use your judgment.
8. Common Pitfalls (and How to Dodge Them)
- Trying to segment before your data’s clean. Start with basic fields and work up.
- Letting segments get stale. Set a reminder to review and prune every few months.
- Over-customizing everything. Messaging that gets too granular gets ignored or delayed.
- Chasing every analytics rabbit hole. Focus on what you’ll actually use to take action.
9. Keep It Simple and Iterate
Most teams spend too much time planning segmentation and not enough actually using it. Here’s the play: start with broad strokes, see what works, and adjust as you go. The real value comes from getting out of PowerPoint and into actual conversations with buyers. Buyerdeck can help, but it won’t do your thinking for you.
Bottom line: group your buyers, talk to them like humans, and don’t overthink it. The rest is just noise.