Skip to main content

Segments

Segments automatically group leads based on shared characteristics or behaviors. Use segments to identify patterns, personalize outreach, and measure campaign effectiveness.

What Is a Segment?​

A segment is a dynamic group of leads that match specific criteria. As leads engage and their scores change, they automatically move in and out of segments.

Example segments:

  • Hot Leads: Engagement score ≥ 50
  • Enterprise Prospects: Company size > 1,000 employees
  • Trial Users: Performed "trial_signup" event
  • Email Engaged: Opened email in last 7 days
  • High-Intent Researchers: Viewed pricing page + case study + docs

Creating Segments​

Build segments using filters and conditions:

Simple Segments (Single Condition)​

Segment: "Hot Leads"
Condition: Engagement Score ≥ 50
Segment: "Recent Activity"
Condition: Last Activity within 7 days

Complex Segments (Multiple Conditions)​

Segment: "High-Value Prospects"
Conditions:
  - Engagement Score ≥ 30
  - Company Size > 500
  - Industry = "Technology"
  - Viewed pricing page
Segment: "Stalled Trials"
Conditions:
  - Performed "trial_signup" event
  - Last Activity > 14 days ago
  - Did NOT perform "api_call" event

Behavior-Based Segments​

Group leads by specific action sequences:

Segment: "Demo-Ready Leads"
Conditions:
  - Viewed pricing page
  - Downloaded whitepaper OR attended webinar
  - Engagement Score ≥ 40

Using Segments​

1. Personalized Outreach​

Scenario: Different messaging for different segments

  • Hot Enterprise Leads: Direct sales outreach with case studies
  • Warm SMB Leads: Automated email nurture with product tips
  • Cold Leads: Educational content to build awareness

2. Campaign Measurement​

Scenario: Track campaign impact

  1. Create segment: "Webinar Attendees"
  2. Measure average engagement score before webinar
  3. Measure average engagement score 7 days after webinar
  4. See if the webinar increased engagement

3. Lead Handoff Rules​

Scenario: Route leads to the right team

  • Segment "Enterprise Hot Leads" → Alert enterprise sales team
  • Segment "SMB Trial Users" → Alert inside sales team
  • Segment "Unqualified" → Continue marketing nurture

4. Re-Engagement Campaigns​

Scenario: Win back cold leads

Segment: "Previously Hot, Now Cold"
Conditions:
  - Current Engagement Score < 20
  - Max Historical Score ≥ 50
  - Last Activity > 60 days

Send targeted re-engagement campaign to this segment.

Segment Analytics​

For each segment, you can see:

  • Member Count: How many leads match the criteria
  • Average Score: Mean engagement score across segment members
  • Score Trend: Is the segment getting hotter or colder?
  • Top Events: Most common actions performed by segment members
  • Conversion Rate: If integrated with CRM, % who became customers

Segments page showing a list of segments with columns for name, description, lead count, and creation date

Dynamic vs. Static Segments​

Dynamic Segments (Default)​

Membership updates automatically as leads change:

  • Lead scores 51 points → Automatically enters "Hot Leads" segment
  • Lead goes inactive for 30 days → Automatically exits "Recent Activity" segment

Static Segments (Manual Snapshot)​

Lock segment membership at a point in time:

  • Useful for campaign cohorts: "Q1 Webinar Attendees"
  • Historical analysis: "Leads as of Jan 1, 2025"

Segment Membership History​

Track when leads entered and exited segments:

  • See which segments a lead has belonged to over time
  • Understand lead progression through your funnel
  • Identify leads moving backward (e.g., from Hot to Warm)

API Access​

Manage segments programmatically:

  • GET /segments - List all segments (if available)
  • POST /segments - Create new segment (if available)
  • Query leads by segment to power custom workflows

Best Practices​

1. Start Simple​

Begin with basic score-based segments:

  • Cold (0-24 points)
  • Warm (25-49 points)
  • Hot (50-74 points)
  • Very Hot (75+ points)

2. Build Actionable Segments​

Every segment should drive a specific action:

  • Hot Leads → Sales calls this segment
  • Trial Not Activated → Send activation tips
  • High-Fit, Low-Engagement → Launch targeted campaign

3. Monitor Segment Size​

  • Too large (>50% of database) → Too broad, not useful
  • Too small (<1% of database) → Too narrow, or rare behavior

Aim for segments with 5-20% of your lead database.

4. Combine Engagement + Fit​

Don't just segment by score—layer in profile attributes:

  • Hot + Enterprise = Top priority for AEs
  • Hot + SMB = Top priority for inside sales
  • High-Fit + Low-Engagement = Marketing nurture opportunity

5. Review Regularly​

Set calendar reminders to review segments monthly:

  • Are segment definitions still relevant?
  • Do segment sizes make sense?
  • Are segments driving results?

Common Segment Ideas​

By Engagement Level:

  • Hot Leads (ready to buy)
  • Warm Leads (evaluating)
  • Cold Leads (awareness stage)

By Behavior:

  • Pricing Page Viewers
  • Trial Users
  • Email Engagers
  • Event Attendees
  • Multi-Touch Leads (engaged through multiple channels)

By Lifecycle Stage:

  • New Leads (first seen < 30 days ago)
  • Active Leads (engaged in last 7 days)
  • Dormant Leads (no activity in 90+ days)

By Fit:

  • Enterprise Prospects (1,000+ employees)
  • SMB Prospects (1-500 employees)
  • Target Industry (e.g., "Technology" or "Healthcare")
  • Target Role (e.g., "VP of Marketing" or "Sales Director")

By Campaign:

  • Q1 Campaign Responders
  • Webinar Registrants
  • Whitepaper Downloaders
  • Demo Requesters