If you’re running account based marketing (ABM) and still blasting the same message to every account, you’re wasting your budget—and probably annoying your prospects. This guide is for folks who want to actually make ABM work, not just check a box and call it a day. Let’s get into how you can use Velaris segmenting tools to stop the spray-and-pray and start sending stuff people might actually care about.
Why Segmentation Matters for ABM (and Where Most People Screw Up)
You already know ABM is about targeting specific accounts, not just anyone with a pulse. But most teams do this halfway: they upload a list, write some generic copy, and wonder why nobody bites. The real magic is in segmentation—figuring out which accounts need what, and when.
Here’s where people trip up: - Over-segmenting: Creating so many micro-segments you can’t keep up. - Under-segmenting: Treating every account like they’re the same. - Blind trust in tools: Thinking the software will magically do the hard work for you.
Velaris gives you segmenting tools that are flexible, but they won’t save you from bad strategy. You still have to think.
Step 1: Get Your Data (and Expectations) in Order
Before you touch any buttons in Velaris, you need halfway decent data. No tool can fix garbage input.
- Clean up your CRM and sales lists. Remove dead accounts, duplicates, and anyone who’s not a fit.
- Decide on your “tiering.” Not every account deserves the same effort. Group them into Tier 1 (high value, high touch), Tier 2, and so on.
- Align with sales. If marketing and sales aren’t talking, your segments will be useless. Double-check your ICP (ideal customer profile) together.
Pro tip: Don’t obsess over perfection. You’ll never have “perfect” data. Just get it to “good enough” that you trust your main segments.
Step 2: Build Segments That Actually Make Sense
Jump into Velaris and look at the ways you can slice your accounts. Here’s what’s useful—and what’s usually a waste of time.
What Works
- Firmographics: Industry, company size, geography. Old-school, but reliable.
- Technographics: What tools they use. (E.g., are they on Salesforce or still using spreadsheets?)
- Engagement signals: Who’s opening emails, attending webinars, or visiting your site.
- Current pipeline stage: Are they just curious or actively talking to sales?
What Doesn’t
- Overly complex segments: If you need a PhD to explain your segments, you’re making it harder than it needs to be.
- “Just because” segments: Don’t filter by things like “favorite color” unless you’re selling paint.
How to set it up in Velaris: - Use the segment builder to combine filters logically (AND/OR). - Save your core segments (e.g., “US-based SaaS companies, >200 employees, using HubSpot”). - If you’re not sure whether a segment will be useful, test it. Don’t fall for “set it and forget it.”
Step 3: Sync Segments to Campaigns—But Don’t Overcomplicate
It’s tempting to create a custom campaign for every tiny segment. Usually, that just leads to more work and zero payoff.
- Start with your Tier 1 accounts. Build personalized campaigns for them only.
- For everyone else, use semi-personalized messaging. Think: relevant industry use cases, not full-on one-to-one.
- Map your Velaris segments directly to campaign lists. Most integrations let you push segments into your email or ad platform.
A few honest takes: - You don’t need a different campaign for every segment. Group similar ones. - If a segment is too small (like, five accounts), skip it or roll it up into a bigger group. - Review your segments before every major campaign push—things change fast.
Step 4: Monitor, Measure, and Actually Adjust
This is the part most teams skip. They set up segments, let campaigns run, and never look back. That’s why most ABM flops.
- Set up dashboards in Velaris. Track engagement by segment: opens, clicks, replies, meetings booked.
- Compare performance across segments. If one segment never engages, maybe your targeting is off—or the message stinks.
- Kill or merge underperforming segments. Don’t get sentimental. If something’s not working, drop it.
- Document what you learn. Next time, you won’t have to guess what segments worked.
Pro tip: Don’t just look at “vanity metrics” like open rates. Focus on real outcomes—pipeline and revenue.
Step 5: Keep It Simple and Iterate
ABM isn’t about having the fanciest segments or the most complicated campaigns; it’s about doing what works, then making it better.
- Start with a few core segments. Expand later if you see real differences in performance.
- Schedule regular reviews. Once a quarter is fine for most teams.
- Don’t get distracted by shiny new features. Use what helps, ignore the rest.
What to Ignore (Most of the Time)
- Hyper-granular “AI-powered” segments: Unless you have a huge account list and real data science chops, these are more trouble than they’re worth.
- Segments with no clear action: If you don’t know why you’re segmenting a group, skip it.
- Overly automated “set and forget” workflows: ABM is not a Ronco rotisserie oven. You can’t just set it and walk away.
Real-World Example: Less Is More
Let’s say you’re targeting mid-market fintech companies in North America. Here’s what a practical segmentation might look like in Velaris:
- Segment 1: Fintech, 200–1000 employees, US/Canada, using Salesforce—high intent (visited pricing page).
- Segment 2: Fintech, 50–199 employees, US/Canada, using spreadsheets—medium intent (opened email, but no meeting).
- Segment 3: Fintech, any size, no meaningful engagement—low intent.
You don’t need 20 segments. Three like this will cover 90% of your use cases and let you tailor your campaigns without drowning in complexity.
Wrapping Up: Don’t Overthink It
Segmentation is where most ABM campaigns either get smart or get stuck. Velaris gives you solid tools, but it’s your job to use them with some common sense. Start simple, only get more complex when you actually see a need, and don’t kid yourself that more data means better results.
Keep things practical. Review what’s working, don’t be afraid to cull what isn’t, and always ask yourself: “Is this segment worth the effort?” If not, move on. The goal is better campaigns, not busier marketers.