Most segmentation strategies go wrong before they even start. They sort prospects into neat little boxes based on company size, industry, or job title—details that may look good on a dashboard, but often say nothing about how someone actually buys.
At PeakZebra, we believe segmentation should only exist to support smarter, faster sales. That means grouping prospects not by surface traits, but by what actually matters: how they make decisions, what their priorities are, and where your product fits in their buying journey.
Ask yourself:
- Do these segments respond differently to your messaging?
- Do they evaluate your product for different reasons?
- Do they have different barriers to saying yes?
If the answer is no, you’re not segmenting—you’re just labeling.
The best segments reflect clear differences in behavior and priority. One group might be driven by speed; another by security. One might need internal IT buy-in; another might sign off with a solo founder.
When your segments align with real buying patterns, your messaging becomes more relevant, your demos more persuasive, and your close rates stronger.
Zipcode probably doesn’t matter unless you’re selling real estate. Company size only matters if big companies will solve different problems with your product than small companies. Don’t build for what looks different. Build for what buys differently.