If you’re running account based marketing (ABM), you already know the basics: target the right companies, get personal, and stop wasting time on leads that’ll never convert. But most ABM campaigns fall short because the “target list” is just a spreadsheet, and the personalization is, well, not all that personal. This guide is for marketers who are tired of spray-and-pray and want real results. We’ll get into how to use GetAia’s advanced segmentation tools to actually reach the accounts you care about—without drowning in busywork or chasing every shiny new feature.
Why Segmentation Matters (and Where Most ABM Goes Wrong)
Let’s get something out of the way: not all segmentation is created equal. A lot of tools let you filter by company size or industry, then call it a day. But if your “segments” are just a list of Fortune 500 logos, you’re setting yourself up for mediocre results. Real segmentation means slicing your audience in ways that actually matter for your product—and your sales team.
Common ABM mistakes: - Sending the same message to everyone on your “target account” list. - Relying on outdated firmographic data. - Building segments that are too broad or too narrow (and don’t support sales). - Wasting hours on manual research you’ll never use.
The point: Good segmentation isn’t about more data. It’s about the right data, organized in a way you can actually act on.
Step 1: Define What “Ideal” Looks Like (for Real This Time)
Before you dive into GetAia’s dashboards, get honest about which accounts are truly worth your time. Don’t just copy last year’s ICP (ideal customer profile) and hope for the best.
Do this first: - Talk to sales. Who are their best (and worst) accounts? Why? - Look at your product usage data. Which companies actually stick around? - Identify red flags (churn risk, slow sales cycles, low engagement).
You want a profile that goes beyond “enterprise, 500+ employees, US-based.” Maybe it’s companies who just hired a new CTO, or SaaS firms who’ve raised a Series B in the last 12 months. The more specific, the better — but don’t get paralyzed by perfection.
Pro tip: If you’re stuck, start with a “good enough” list. You can always refine it once you see what works.
Step 2: Set Up Segments in GetAia (Without Getting Lost)
GetAia’s main draw is its advanced segmentation engine. But just because you can filter by 30+ attributes doesn’t mean you should. Here’s how to keep it practical:
1. Use Layered Filters (Not Just One-and-Done)
- Combine firmographics (industry, size, region) with behavioral data (open rates, last website visit, demo requests).
- Try adding triggers like “recent funding,” “job changes on LinkedIn,” or “new tech implementation” if GetAia pulls that in.
- Don’t go overboard—three to five filters is usually enough to start.
2. Save and Name Your Segments
- Give segments clear, actionable names: “US SaaS, Series B+, High Website Activity.”
- Set up automatic updates so new accounts are added as they fit your criteria.
3. Avoid “Everything Bagel” Segments
- If a segment pulls in half your CRM, it’s too broad.
- If you’re down to three accounts, loosen it up. You want groups big enough to test messaging, but focused enough to stay relevant.
What to skip: Don’t waste time with obscure filters that sound impressive but don’t tie back to your sales process. Does “number of patents filed” really help? Probably not.
Step 3: Map Content and Outreach to Each Segment
Now that you’ve got your segments, resist the urge to blast everyone with the same whitepaper. Personalization doesn’t mean changing the first name in the email and calling it a day.
How to actually personalize: - Identify what each segment cares about. New CTOs? Talk about onboarding. Recently funded? Focus on scaling challenges. - Build a “content matrix”—a simple spreadsheet that maps key pain points to existing assets or new content ideas. - Use GetAia to track which topics and formats actually get engagement (not just opens, but replies or demo requests).
Pro tip: You don’t need bespoke content for every segment. One solid case study can often be repurposed with a few tweaks. Focus on relevance, not perfection.
Step 4: Automate (But Don’t Over-Automate)
GetAia has lots of automation features, from drip campaigns to outreach triggers. That’s great—until you end up with a tangled mess of rules that nobody understands.
The right way to automate: - Set up simple, clear workflows: e.g., “If company joins Segment A and downloads the pricing sheet, assign to rep + send follow-up email.” - Use automation to flag hot accounts for real human follow-up, not just to send more emails. - Monitor for weird edge cases—like prospects looping through the same nurture sequence twice. If it feels spammy, it probably is.
What to ignore: Don’t turn on every automation just because you can. Start with what saves you real time, and build from there.
Step 5: Measure What Matters (and Kill What Doesn’t)
You’ll get a firehose of metrics from GetAia. Most of them don’t matter. Here’s what you actually want to watch:
- Segment engagement: Are your target accounts opening, clicking, and replying? Which segments are duds?
- Pipeline movement: Did any segments actually drive meetings or deals?
- Content performance: Which assets get used (and reused), and which sit ignored?
Pro tip: Kill underperforming segments quickly. There’s no prize for “most elaborate ABM program.” The goal is to spend more time on what works, less on what doesn’t.
Step 6: Tighten the Feedback Loop with Sales
No ABM tool—including GetAia—can fix a bad marketing-to-sales handoff. If your reps don’t know (or care) about your segments, nothing else matters.
How to keep things on track: - Meet regularly (seriously—put it on the calendar) to review segment results. - Ask reps for direct feedback: Are these accounts showing up in their pipeline? Are the insights useful? - Adjust segments and messaging based on what sales tells you, not what looks good in a dashboard.
What to avoid: Don’t run ABM in a silo. If you’re the only one excited about your segmentation, something’s off.
Step 7: Iterate, Don’t Obsess
ABM isn’t “set it and forget it.” Your best segments today might be useless in six months. Keep things simple enough that you can adjust quickly:
- Set a recurring reminder to review segments every quarter.
- Archive what’s not working—don’t be sentimental.
- Try one new segmentation angle at a time (e.g., buying signals, new tech, executive changes).
The point isn’t to make everything perfect. It’s to ship, learn, and improve—without making it your full-time job.
Bottom line: GetAia’s advanced segmentation tools can help you run a sharper ABM program, but only if you use them with a little skepticism and a lot of common sense. Start small, keep it focused, and don’t get distracted by features you don’t need. The best ABM strategies are simple, actionable, and always in motion. Don’t let “advanced” become a substitute for “useful.” Ship it, test it, and tweak as you go.