If you’re trying to run targeted campaigns for enterprise customers, you already know the pain: “enterprise” is a catch-all, but every account acts differently. You’ve got mountains of data, a jumble of signals, and everyone’s telling you to “get more personalized.” Easier said than done.
This guide is for B2B marketers, demand gen folks, and anyone who actually has to do the work of segmenting complex accounts—not just talk about it in strategy decks. We’re going to get into the weeds of using Getcorrelated to break down enterprise accounts into useful, actionable segments. No silver bullets, no vague talk—just honest steps, some pitfalls to avoid, and tips from real-world use.
Why Bother Segmenting Enterprise Accounts, Anyway?
Let’s call it like it is: “enterprise” means big, messy, and slow-moving. If you treat every big account the same, you’ll waste budget and annoy people. Segmentation lets you:
- Identify pockets of real opportunity (not just logo lust)
- Tailor outreach so it actually lands
- Stop bombarding the wrong people with messages they don’t care about
But—and this is important—segmentation isn’t magic. You’ll still need good data, clear goals, and a willingness to ignore half the “AI-powered” features vendors like to hype.
Step 1: Get Your Data in Order
Before you even log into Getcorrelated, do a quick audit:
- What’s reliable? Not all your CRM or behavioral data is trustworthy. Drop the fields that are always blank or out of date.
- What’s actually useful? Firmographics (industry, size, region), tech stack, buying signals, product usage—pick what matters for your business, not what vendors push.
- Can you connect it? Getcorrelated is only as good as the data you feed it. If your Salesforce instance is a mess or your product usage data is full of gaps, fix that first.
Pro Tip: Don’t wait for “perfect” data. Start with what you have, but document the gaps so no one’s surprised when segments look weird.
Step 2: Integrate Data Sources with Getcorrelated
Getcorrelated hooks into your CRM, marketing automation, and (if you’re lucky) product analytics tools. Here’s how to avoid the usual headaches:
- Connect your CRM (Salesforce, HubSpot, etc.): The basics are straightforward, but double-check field mappings. It’s easy to end up with a bunch of “Unknown” values if picklists don’t match.
- Bring in product usage data: If you have a SaaS product, this is gold—see which accounts are active, stuck, or expanding. Getcorrelated can usually pull this in via API.
- Add enrichment (if needed): If your company size or industry data is spotty, consider plugging in something like Clearbit. But don’t let enrichment vendors upsell you on “AI intent” data unless you can actually use it.
What to ignore: Don’t bother connecting every data source just because you can. More data isn’t always better—it’s more noise and more things to debug later.
Step 3: Define Segmentation Goals (Be Specific)
You can slice enterprise accounts a hundred ways, but not all are useful. Getcorrelated lets you build segments based on all sorts of criteria, but you should start with a clear question:
- What do you want to accomplish?
- Prioritize accounts for an ABM campaign?
- Find lookalike accounts similar to your best customers?
- Surface expansion opportunities within existing accounts?
- Who cares about this segment?
- Is it for sales, marketing, or customer success?
- Is it actionable, or just “interesting”?
Honest Take: The biggest mistake is building segments that are too broad (“all Fortune 500 accounts”) or too narrow (“accounts with 3+ users in Canada who use Firefox on Tuesdays”). Pick something that’s actually actionable.
Step 4: Build Segments in Getcorrelated
Here’s where the rubber meets the road. In Getcorrelated, you’ll use filters, rules, and sometimes some light “AI,” but don’t let the machine do all the thinking.
The Basics
- Firmographic segments: Filter by industry, employee count, region, revenue, etc.
- Behavioral segments: Layer in product activity, engagement level, recency of usage.
- Technographic segments: Who’s using what tech? Useful for targeting based on integrations or competitive displacement.
Example Segments That Actually Work
- High-fit, low-engagement: Big companies in your ICP who haven’t engaged in 90+ days.
- Expansion-ready: Existing customers with increased product usage or new team signups.
- Churn risks: Accounts with dropping usage, missed QBRs, or support tickets piling up.
What to Skip
- Random “AI” segments: If Getcorrelated spits out a segment you can’t explain, don’t use it. Black box recommendations rarely outperform good human judgment.
- Overly complex rules: If you need a whiteboard to describe the segment, it’s probably not worth it.
Pro Tip: Start simple. You can always refine segments later based on what actually works.
Step 5: Sync Segments to Marketing and Sales Tools
Getcorrelated lets you push segments out to Salesforce, HubSpot, Marketo, Outreach, and so on. This is where you see if your work pays off.
- Make sure fields match: Field mismatches are the #1 reason syncs fail or go out of date.
- Set up dynamic updating: Good segments update as data changes—don’t do this manually.
- Coordinate with sales: Let the SDRs or AEs know what these segments mean. Otherwise, you’ll get “why am I seeing these accounts?” complaints.
What Doesn’t Work: Sending every segment everywhere. Be selective—only sync what people will actually use.
Step 6: Launch Targeted Campaigns (and Don’t Overcomplicate)
Now, you’ve got real segments—time to put them to use. But targeted campaigns don’t have to mean 1:1 hand-crafted emails for every account.
- Personalized (but scalable) outreach: Use dynamic fields and templates. No one expects a handwritten letter, but don’t send the same generic message to a CTO and a procurement manager.
- Multi-channel beats single-channel: Combine email, LinkedIn, and even retargeting ads for higher visibility.
- Test, don’t guess: Run A/B tests on messaging. Segments are only as good as the campaigns you run against them.
Honest Take: The biggest pitfall is trying to personalize everything and ending up with delays and watered-down messages. Focus on the top few segments that move the needle.
Step 7: Measure, Learn, and Iterate
Getcorrelated has reporting, but don’t expect miracles. Segmentation is a process—not a one-shot deal.
- Track what matters: Meetings booked, pipeline generated, deals closed—not just opens or clicks.
- Review regular feedback: Are sales or CS teams actually using the segments? If not, find out why.
- Refine segments quarterly: Business changes, data gets better. Don’t set it and forget it.
What to Ignore: Vanity metrics like “segment size” or “AI score.” Focus on real impact.
Wrapping Up: Keep It Simple, Keep Moving
Segmenting enterprise accounts is messy, but tools like Getcorrelated can make it less painful—if you keep your goals clear and your segments practical. Don’t chase every shiny feature or try to boil the ocean. Start with a few focused segments, test campaigns, see what works, and adjust. The best results usually come from keeping it simple and iterating, not overengineering.
Now, get out there and actually talk to your customers—no tool will ever beat that.