If you’re trying to do B2B outreach, you already know the deal: spraying the same message at everyone is a waste of time. The good news? Segmenting your contacts actually works—if you do it right. This guide is for anyone using Sendpotion who wants to stop sending generic emails and start getting real replies. I’ll walk you through how to set up meaningful segments, what to actually focus on, and what you can safely ignore.
Ready to stop winging it with your outreach? Let’s get into it.
Why Segmenting B2B Contacts Matters (and When It Doesn’t)
Before you dive into Sendpotion, it’s worth asking: is segmentation really worth the effort? The answer is yes—if you have enough contacts and some variety in your audience. If you’re only emailing five people, you probably don’t need this. But if your list is growing and your replies are drying up, it’s time.
What segmenting gets you:
- More relevant messages (which means more replies)
- Less wasted effort on dead leads
- Easier to test what works (and what doesn’t)
What it doesn’t get you:
- A silver bullet that magically fixes bad offers or sloppy outreach
- A reason to overcomplicate things
Now, let’s break it down step by step.
Step 1: Get Your Contacts Into Sendpotion
First things first: all your clever segmenting ideas mean nothing if your data’s a mess. So let’s get your contacts into Sendpotion in a way that won’t make you want to tear your hair out later.
How to import:
- CSV Import: This is the fastest way if you’ve got a spreadsheet. Just make sure your columns are clean—no weird merged cells or mystery fields.
- Direct Integrations: If Sendpotion connects to your CRM (like HubSpot, Salesforce, etc.), use it. But check what fields actually transfer over.
- Manual Add: Painful, but sometimes necessary if you only have a handful or you need to fill in gaps.
Pro Tip:
Don’t just import “Name” and “Email.” Add columns like “Industry,” “Company Size,” and “Job Title” if you have them. The more useful data you bring in, the easier segmentation gets.
What to ignore:
Don’t bother with fields you’ll never use (“Fax Number,” anyone?). Focus on the stuff that actually tells you something about the contact.
Step 2: Figure Out What Segments Actually Matter
Here’s where most people overthink things. You don’t need 20 segments. You need a few that actually change how you’d talk to someone.
Ask yourself: - Would I send this group a different message than another group? - Does this segment actually exist in my data, or am I making it up?
Common B2B segments that work:
- Industry (e.g., SaaS, Manufacturing, Healthcare)
- Company Size (startup, SMB, enterprise)
- Job Title or Role (decision-maker vs. user)
- Geography (if your offer is location-specific)
- Deal Stage (cold, warm, hot—if you’ve got that tracked)
What doesn’t work: - Hyper-specific segments with three people in them - Segments you can’t actually personalize for (“People who like coffee and also use Salesforce”)
Pro Tip:
Start simple. You can always split segments later, but merging a bunch of tiny ones is a headache.
Step 3: Set Up Segments in Sendpotion
Now you’ve got your data and your plan. Time to build the segments inside Sendpotion.
Here’s how:
- Go to your Contacts list.
- Use the Filter or Segment tool.
Most CRMs (Sendpotion included) let you filter contacts by any field you imported—like “Industry = SaaS.” - Save your segment.
Label it something obvious, like “Enterprise - Healthcare” or “Founders - North America.” Don’t get fancy—future you will thank you. - Repeat for other main groups.
What you can skip:
Don’t waste time color-coding or tagging contacts with stuff you’ll never use. Tags are only useful if you actually plan to filter by them.
Step 4: Test Your Segments (Don’t Just Trust the Labels)
Before you start blasting emails, sanity-check your segments. It’s shockingly easy to end up with weird overlaps or people in the wrong bucket.
Quick ways to check:
- Spot check a few contacts in each segment. Do they actually fit?
- Look for empties or duplicates. If a segment has zero people, or the same contact is in every segment, something’s off.
- Ask yourself: Would I write this group a different email, or am I splitting hairs?
Pro Tip:
If a segment is too small, combine it with another. If it’s too big and generic, split by one more field (like job title).
Step 5: Personalize Your Outreach (But Don’t Go Overboard)
Here’s where the magic happens. Your segments are only useful if you actually use them to tailor your outreach.
What to do:
- Write different messages for each major segment. You don’t need to rewrite the whole email—just change the intro and the main pitch so it actually fits that group.
- Use Sendpotion’s merge fields to add first names, company names, or job titles automatically. But keep it natural—no one likes “Hi {first_name}, I see you work at {company}.”
- Test and tweak. Try slightly different angles for each segment and see what works.
What not to bother with:
- Hyper-personalizing every sentence. If you spend 10 minutes per email, you’ll burn out.
- Personalizing for the sake of personalizing. If you don’t have a real reason to split two groups, don’t.
Step 6: Track Replies and Refine Your Segments
This is the part everyone skips. Don’t just set your segments and forget them. Watch which groups reply, which go cold, and adjust.
How to do it:
- Use Sendpotion’s analytics, if available, to see which segments get opens, clicks, or replies.
- Manually tag replies if you have to. Sometimes you’ll spot a pattern (like “All our best replies come from SMB CTOs, not CEOs”).
- Prune segments that never work, or combine them if they’re too similar.
Pro Tip:
Every few months, revisit your segments. Your audience and the market will change—your segments should too.
Real Talk: What Works, What Doesn’t, and What to Ignore
What works:
- Starting with a few broad, useful segments
- Personalizing only where it matters (industry, company size, decision-maker)
- Regularly checking and updating your segments
What doesn’t:
- Overcomplicating with dozens of micro-segments
- Obsessing over fields you’ll never use
- Hoping segmentation will fix a bad offer or lazy messaging
Ignore:
- Fancy segmentation features you don’t need right now
- Data fields that don’t help you write a better email
- “Best practices” that sound good but don’t fit your real workflow
Keep It Simple—And Iterate
The best segmentation is the one you’ll actually use. Don’t wait for perfect data or the “right” segment formula. Start with a couple of groups, watch what happens, and tweak as you go. Outreach isn’t about being clever—it’s about being relevant, persistent, and willing to adjust.
Now, go break up that list and send something worth replying to.