If you're running B2B marketing or sales and you want to actually target the right companies—not just cobble together lists and hope for the best—this guide is for you. The problem: most segmentation tools are either too simplistic ("size, industry, done!") or brutally complex (think: endless dashboards, zero clarity). Enter Unifygtm, a platform that promises to make B2B segmentation more accurate and a lot less painful.
Let's walk through how to use it for real-world customer segmentation, what works, what doesn't, and how to avoid common traps.
Why Most B2B Segmentation is a Mess
Before you jump into Unifygtm or any tool, get clear on why segmentation usually fails:
- Teams default to easy stuff like revenue, employee count, or industry—then wonder why it doesn't help sales.
- Data is scattered, outdated, or just plain wrong.
- Marketers overcomplicate things, building segments nobody uses.
- "Intent data" is oversold; most signals are noisy or stale.
The goal isn’t to build the prettiest segment. It’s to find groups of companies you can actually reach, that are actually likely to buy.
Step 1: Get Your Data House in Order
Unifygtm is only as smart as the data you feed it. Don't skip this step.
What to Gather
- CRM data: Deals, accounts, contacts, stages. Scrub duplicates and dead records.
- Marketing automation: Email activity, content engagement.
- Firmographics: Size, location, industry. Don’t obsess over NAICS codes—just get what’s useful.
- Product usage: For SaaS, this is gold. Who logs in, what features they use, etc.
- Custom lists: Past customers, lost deals, dream accounts.
Pro tip: Don't try to sync every field. Focus on what you actually use to make decisions.
Loading Data into Unifygtm
- Use their built-in connectors for Salesforce, HubSpot, etc. Manual CSV uploads work, but get old fast.
- Map your fields. Unifygtm tries to auto-map, but double-check—it’ll save headaches later.
- Test a sample segment to catch any weirdness (like "Industry: Potato Farming" showing up on a SaaS list).
Step 2: Define Segmentation Goals—Be Ruthless
You can slice data a million ways. Most aren’t useful. Decide what you want before you build segments.
Ask yourself: - What’s the goal? (e.g., prioritize outbound, tailor content, upsell) - Who’s actually using these segments? (Sales? Marketing? Both?) - What matters most? (Is it tech stack? Buying signals? Geography?)
If you can’t explain the segment to a new rep in 10 seconds, you’re overcomplicating it.
Step 3: Build Segments in Unifygtm
Now, the fun part—actually making segments that don’t suck.
How to Do It
- Start with a template, if you want: Unifygtm offers "ICP," "Lookalike," and "Churn risk" templates. These are fine for brainstorming, but don’t just click and pray.
- Set your core filters: Pick 2-5 attributes that matter most (e.g., annual revenue, region, tech stack, product usage). Less is more.
- Layer in behavioral data: This is where Unifygtm stands out. You can add filters like "visited pricing page" or "opened 3+ emails in last quarter." But don’t confuse activity with intent—sometimes people are just curious.
- Exclude the noise: Block out students, one-person shops, or anyone you know isn’t buying.
- Preview the segment: Unifygtm shows a real-time list. Spot-check the names—do they look right? If not, fix your filters.
What Actually Works
- Firmographics + behavior: Size and industry alone are boring. Add recent engagement or buying signals to actually find warm targets.
- Account scoring: Unifygtm can auto-score accounts based on your filters, but always sanity-check the results. The scoring algorithm isn’t magic.
- Custom tags: Label key accounts (“Tier 1,” “Strategic,” etc) so you can quickly pull them later.
What to Ignore
- Overly complex segments: If you need more than 5-7 filters, you’re probably just compensating for bad data.
- Intent data hype: Unifygtm integrates some intent feeds, but take them with a grain of salt. Treat intent as a hint, not gospel.
Step 4: Sync Segments to Your Tools
A good segment is useless if it just sits in Unifygtm. Push it to where your team works.
- CRM sync: Unifygtm supports direct sync to Salesforce, HubSpot, and others. Make sure you tag segmented accounts so reps can actually see them.
- Marketing automation: Push lists to your email or ad platforms. Test a small sample—sometimes syncing breaks, and nobody tells you.
- Reporting: Don’t build endless dashboards. Track basic outcomes: did segmented accounts convert at a better rate? If not, tweak.
Pro tip: Set up alerts or reports when segments shrink or grow unexpectedly. That’s usually a sign of data issues, not sudden market shifts.
Step 5: Review, Tweak, and Actually Use the Segments
Don’t treat segmentation as a one-and-done project. Most teams forget about their ICP after launch.
- Monthly review: Are these accounts still a fit? Are reps actually using the lists?
- Feedback loop: Ask sales what’s working (and what’s not). If nobody calls the “hot” accounts, your segment is off.
- Iterate: Kill segments that don’t perform. Simpler is usually better.
What Unifygtm Does Well (and Where It Falls Short)
What works: - Clean UI—fewer clicks to build and edit segments. - Behavioral layering is genuinely useful. - Syncs (mostly) reliably with major CRMs.
What could be better: - Some integrations need manual nudging. - Intent data is only as good as your source. - The auto-scoring feature can feel like a black box—trust, but verify.
If you’re hoping Unifygtm will magically fix bad data or make sense of garbage fields, it won’t. But if you start with solid inputs, it really does make segmentation less miserable.
Keep It Simple, Iterate, and Ignore the Hype
Most teams overthink segmentation and end up with lists nobody uses. Start with clear, simple segments. Test them. Talk to sales. Kill what doesn’t work. Don’t get distracted by shiny features or “AI-powered intent.” At the end of the day, the best segment is the one your team actually uses—and that helps you close more deals. Unifygtm can help, but only if you keep it honest and practical.