So you want to segment your B2B accounts and you’re eyeing Pocus to do it. Maybe you’re in sales, RevOps, or growth, and you’re tired of wrestling with spreadsheets or clunky CRMs. This guide is for you—the person who wants to skip the buzzwords and actually get stuff done. I’ll walk you through how to use Pocus to segment your accounts step by step, with the good, the bad, and the “don’t bother” called out as we go.
Let’s get into it.
Why Segment B2B Accounts Anyway?
Before we dive into the steps, a quick gut-check: Why segment accounts in the first place? Easy—because not all accounts are equal. Some are hot, some are duds, and most are somewhere in between. Smart segmentation helps you:
- Stop wasting time on accounts that’ll never close
- Find the ones most likely to buy
- Give marketing and sales the same targets (for once)
- Actually measure what’s working (and what’s not)
If you’re already sold, skip ahead. If not, trust me: this is the difference between guessing and knowing.
Step 1: Get Your Data in Shape
Pocus isn’t magic. If you feed it junk, you’ll get junk out. So, start by gathering and cleaning your account data. Here’s what you’ll need:
- Firmographics: Company size, industry, location, tech stack
- Behavioral data: Product usage, website activity, emails opened, etc.
- CRM data: Opportunity stage, last touch, owner
Pro tip: Don’t try to be perfect. Get enough data to be useful, not paralyzed.
What Works
- Pulling recent product usage data—this often predicts who’s ready to buy
- Enriching with simple firmographics (Clearbit, ZoomInfo, etc.)
What to Ignore
- Endless “data hygiene” projects that never finish
- Chasing every possible data source—stick with what moves the needle
Step 2: Connect Pocus to Your Data Sources
Pocus can integrate with a bunch of data sources—CRMs like Salesforce, product analytics, data warehouses, and spreadsheets.
How to do it: 1. Log into Pocus and head to the integrations/settings area. 2. Connect your main CRM (usually Salesforce or HubSpot). 3. Link up product usage data (Segment, Mixpanel, or whatever you’ve got). 4. Optionally, hook in enrichment tools for extra firmographics.
Heads up: Some integrations (especially data warehouses) can be fiddly. If you don’t have a dedicated RevOps person, start small—just your CRM and a basic product usage feed.
Step 3: Define Segmentation Criteria
Here’s where most teams get stuck—overthinking what makes a “good” account. Don’t fall into the trap of 20-segment spreadsheets. Start simple. Ask:
- Who are our best customers now?
- What do they have in common?
- What behaviors tend to happen before someone buys?
Common segmentation criteria: - Industry - Employee count or revenue - Product usage patterns (e.g., “invited 5+ teammates”) - Geography - Lifecycle stage (trial, active, churn risk)
Pro tip: Use 2-3 criteria to start. You can always get fancy later.
What Works
- Copying the profile of your top 10 customers
- Looking for clear, actionable signals (not just “big company”)
What to Ignore
- Vague “fit” scores with no explanation
- Segments nobody actually acts on
Step 4: Set Up Segments in Pocus
Now, actually build these segments inside Pocus:
- Navigate to the “Segments” or “Views” section.
- Create a new segment—give it a name that makes sense (“High-Intent SaaS Companies” beats “Segment 1”).
- Use the filters to set your criteria (e.g., Industry = SaaS, Employees > 200, Last Login < 7 days ago).
- Save your segment.
You can build as many segments as you want, but don’t go wild. Focus on the ones that will drive real action—think “Top Product Adopters,” “Dormant But High Potential,” etc.
Gotcha to watch for: If your filters use messy or inconsistent data (like multi-value fields that don’t match), your segments will be garbage. Check the sample results before you rely on them.
Step 5: Prioritize and Assign Accounts
Great, you’ve got your segments. Now what? This is where most teams fumble—segments are nice, but do you know who’s working which accounts?
- Use Pocus to add prioritization rules (e.g., “Hot,” “Warm,” “Cold”)
- Assign owners in your CRM or directly in Pocus
- Make sure there’s a clear next step for each segment (outreach, nurture, whatever)
Pro tip: If everyone’s responsible, nobody’s responsible. Assign clear ownership.
What Works
- Weekly or daily “hot list” reviews in Pocus
- Automated alerts for key triggers (like product milestones)
What to Ignore
- Segments that don’t connect to any sales or marketing playbook
- Assigning too many accounts to each rep—focus beats volume
Step 6: Operationalize (AKA: Actually Use the Segments)
This is the part that separates real results from “we did a project once.” Make sure your segments are front and center in your workflows:
- Sync key segments to your CRM for visibility
- Build reports or dashboards for reps and managers
- Use Pocus to trigger automated outreach (if you trust the data)
- Regularly review which segments turn into pipeline
Don’t: Assume that just building segments will magically drive revenue. Someone needs to act on this stuff.
What Works
- Embedding segment info in rep daily workflow (not a separate dashboard nobody checks)
- Tight feedback loops—if a segment isn’t working, tweak it
What to Ignore
- Fancy dashboards nobody looks at
- Over-automation before you know the signals are solid
Step 7: Iterate and Refine
No segment is perfect out of the gate. The best teams treat segmentation as a living thing:
- Check conversion rates by segment—are your “best” accounts actually buying?
- Drop segments that don’t deliver
- Add new criteria as you learn (but don’t change everything every week)
- Talk to the reps—are the segments useful in real life?
Pro tip: Schedule a 15-minute review every month. If nobody’s found a segment “wrong” or “missing,” you’re probably not pushing hard enough.
Honest Takes: What Works (and What Doesn’t)
- Start simple. Complicated schemes die fast. Two or three strong, clear segments are better than ten half-baked ones.
- Get real feedback. Ask reps or AEs if the segment actually helps them close deals. If not, it’s just a data exercise.
- Don’t automate too soon. Test your segments manually before building elaborate workflows.
- Ignore the hype. No tool (not even Pocus) will fix broken processes or bad data. Use it as a force multiplier, not a silver bullet.
Wrap Up: Keep It Simple, Iterate Fast
Segmenting B2B accounts in Pocus isn’t rocket science, but it does take some up-front thinking and a willingness to keep tuning as you go. Don’t get lost in the weeds or fall for “best practices” that don’t fit your business. Start with what matters, get feedback, and keep improving. The goal isn’t perfect segments—it’s more focus, better conversations, and deals that actually close.
Now, get out there and build something useful. And if it gets messy? That’s normal. Just fix it and move on.