Step by step guide to setting up custom fields in Surfe for advanced segmentation

So, you want to actually make use of your CRM data instead of drowning in it. This guide is for sales teams, operations folks, and anyone tired of squinting at messy lists in Surfe. If you want to slice your pipeline by real criteria—not just the default “industry” or “deal size”—let’s talk custom fields. I’ll walk you through setting them up, using them for advanced segmentation, and point out where to keep things simple.

Why Bother With Custom Fields?

Here’s the deal: out-of-the-box fields are fine for basic tracking, but every team has its own quirks. Maybe you want to track “lead source detail” instead of a generic “source.” Or maybe you care about “decision maker’s favorite sports team” (hey, whatever works). Custom fields are how you stop cramming everything into the “notes” section.

But a quick warning: More fields don’t mean better insights. Only create fields you’ll actually use. Otherwise, you’ll just add clutter.

Step 1: Know What You Want to Segment

Before you touch any settings, get specific about what you want to track. This isn’t busywork—it’ll save you headaches later.

Ask yourself: - What information do I wish I could filter by? (e.g., “Renewal month,” “Product interest,” “Customer tier”) - Will this field help us prioritize, personalize, or report more accurately? - Who will fill out this field, and how hard will it be to keep updated?

Pro tip: If you can’t think of a use case for a new field, skip it. “Just in case” fields end up blank or wrong.

Step 2: Get Into Surfe’s Custom Field Settings

First time here? Surfe is a Chrome extension that connects LinkedIn with your CRM, making it easier to push and pull contact data. Custom fields in Surfe let you map extra information between LinkedIn and your CRM (like Salesforce, HubSpot, or Pipedrive).

Here’s how to get to the right place:

  1. Open Surfe: Click the Surfe extension icon in your Chrome toolbar.
  2. Go to Settings: Look for the gear or menu icon—this opens Surfe’s settings.
  3. Find Custom Fields: There’s usually a “Fields” or “Custom Fields” tab. Click it.

If you’re using Surfe with a CRM, you’ll see a list of fields pulled from your CRM. Surfe can show/hide these and sometimes lets you create brand new ones (depending on your CRM).

Heads up: If you want a brand-new field that doesn’t exist in your CRM yet, you’ll need to create it in the CRM first (e.g., in Salesforce or HubSpot), then sync Surfe.

Step 3: Create or Sync the Custom Field

If You Need a New Field in Your CRM

  • Go into your CRM (like Salesforce, HubSpot, or Pipedrive).
  • Find the “Fields” or “Custom Fields” area—usually under object settings (Contacts, Leads, Deals, etc.).
  • Click “Create New Field.” Give it a name and set its type:
  • Picklists/dropdowns are good for standardized values (“Stage,” “Region”).
  • Text fields are flexible but messier—use sparingly.
  • Checkboxes work for simple yes/no tracking.
  • Save the field.

Now, head back to Surfe and refresh your field list. Your new field should show up as an option to map.

If the Field Already Exists

Just make sure Surfe is synced with your CRM. If not, hit refresh or reconnect the integration from Surfe’s settings.

Don’t overcomplicate field types: Stick to dropdowns or checkboxes where you can. Free-text fields are a magnet for typos and inconsistent data.

Step 4: Map and Display Fields in Surfe

Surfe’s power is making CRM fields visible and editable right from LinkedIn. To get your custom fields working:

  1. In Surfe’s custom fields/settings area, locate your new field.
  2. Choose whether to display it on contact or deal cards. (Don’t show everything—just what’s actually useful to see at a glance.)
  3. Map the field, if needed, to the right object in your CRM (Lead, Contact, Account, Opportunity, etc.).

Tip: You can usually drag fields to rearrange the order. Put the most important stuff at the top.

What to ignore: Don’t bother displaying fields that are only used for reporting or rarely updated. They’ll just clutter the UI.

Step 5: Input Data—The Right Way

Custom fields are only as good as the data in them. Garbage in, garbage out. Make it easy for your team:

  • Use dropdowns or checkboxes where possible.
  • Keep field names clear and plain. “Region” is better than “Geographical area of operation.”
  • Train your team (quick Loom video, one-pager, whatever) on what each field means and why it matters.
  • If you’re importing contacts, match your CSV columns to the right custom fields before upload.

Real talk: If your team won’t fill it out, it’s not worth having. Start with a few fields, see what sticks, and add more only as needed.

Step 6: Segment and Filter in Surfe

Here’s where custom fields pay off. You can now filter and slice your contacts or deals by whatever criteria you’ve set up.

  • In Surfe, go to your list views.
  • Use the filter/sort options—your custom fields should appear as filterable columns.
  • Build segments like “All contacts in EMEA, interested in Product B” or “Deals closing this quarter from referrals.”

Practical use cases: - Prioritize outreach by deal type or tier. - Trigger workflows in your CRM based on field values (e.g., send follow-ups to all “VIP” contacts). - Export filtered lists for targeted campaigns.

What doesn’t work: Don’t try to filter on fields that are always empty or inconsistently filled. If a field isn’t useful, consider hiding or deleting it.

Step 7: Maintain and Tweak as You Go

Custom fields aren’t “set and forget.” Check in every month or so:

  • Are fields being filled out?
  • Is the data standardized (no “USA,” “U.S.,” and “America” in the same dropdown)?
  • Are there fields nobody uses?

Clean up as needed—prune unused fields, rename confusing ones, and keep things as lean as possible.

Pro tip: Less is more. A few high-quality fields beat a graveyard of empty ones.

What Works Well (and What Doesn’t)

Works well: - Using dropdowns to enforce consistent values. - Keeping field names short and obvious. - Making only critical fields visible in Surfe’s UI.

Doesn’t work: - Free-text fields for segmentation—unless you love cleaning up typos. - Dozens of rarely-used fields—nobody fills them in. - Relying on custom fields for things your CRM already tracks by default.

Summary: Keep It Simple, Iterate Often

Custom fields in Surfe can make your segmentation way more useful—if you keep it focused. Don’t try to build the “perfect” system on day one. Start with a handful of fields you know you’ll use, make sure your team actually fills them out, and tweak as you go. The best setup is the one that helps you work faster, not one that tries to capture every possible detail.

Ready to segment smarter? Go set up your first custom field. See what works, and if you need more, you’ll know soon enough.