Segmentation is the process of dividing a target market into smaller segments based on specific characteristics in an effort to improve engagement and messaging.

Segmentation helps sales representatives and marketers by making it easier to group potential customers into smaller segments and tailor outreach campaigns with personalized messaging for each segment.

Grouping potential customers into smaller segments allows for more accurate targeting by enabling you to to narrow the message with a focus on a specific set of challenges and pain points.

Most common segmentation factors are demographics, firmographics and technographics.


Demographics – age, gender, income or any differentiating factor for a target audience.

Firmographics – location, industry, target market, company size, operating budget etc.

Techographics – productivity, management, sales automation tools.