“Spray and pray” isn’t a strategy—it’s a shortcut to irrelevance. In today’s B2B environment, attention is a limited resource. You’re not just competing with direct competitors; you’re competing with every email, every Slack ping, and every LinkedIn post your lead sees.

So when your outreach doesn’t work, the problem isn’t necessarily your product or pitch. It’s your targeting.

If you treat every lead the same way, you ignore what makes B2B buyers engage: relevance.

That’s where segmentation comes in. It’s not a nice-to-have or a post-funnel optimization—it’s the foundation of a scalable, personalized, high-converting prospecting strategy.

What is lead segmentation?

Lead segmentation means dividing your target market into smaller, more actionable groups based on shared characteristics or behaviors, instead of sending the same message to a thousand people.

These groups can be based on firmographics (company size, industry), demographics (job titles, seniority), technographics (tools they use), or even intent (what they’ve done recently).

What segmentation is not:

It’s not just filtering by job title
It’s not labeling accounts as “enterprise” vs. “SMB” and calling it a day
It’s not doing mass outreach and hoping a few will bite

Segmentation is about relevance at scale.

Done right, segmentation gives you:

More precision: speak to actual needs instead of guessing
More relevance: your outreach resonates, your leads feel understood
More results: fewer ignored emails, more booked calls

The formula is simple:
Smaller groups = more relevance = better reply rates.

The two layers of segmentation: classic ABM + real-time intent

The most effective segmentation strategies combine Account-Based Marketing (ABM) principles with real-time intent signals.

ABM segmentation: the foundation

ABM segmentation is the foundation. It’s about identifying who could be a great customer based on:

You can segment based on:

Firmographics: industry, company size, revenue
Geography: region, country, time zone
Tech stack: tools they already use (think HubSpot, Salesforce, etc.)
Pain points or goals: inferred through job titles or industry shifts

You can do all this natively in LGM Database, using advanced filters and Lookalike Search to find companies that resemble your best customers.

But ABM has a limit. It tells you who to reach, not when or why. That’s where intent comes in.

Intent-based segmentation: the game changer

That means tracking:

What content are they consuming
What events or webinars do they attend
What keywords do they search for
What tools are they evaluating
What pain points do they react to on social

It’s digital body language, telling you when a lead is warming up before they fill out a form.

Example: LinkedIn’s “Hiring” banner → tailor a clear hook to personalize your outreach.

The Buska–Clay–La Growth Machine ecosystem provides an automated, end-to-end workflow:

Buska detects intent signals using relevant keywords
Clay those profiles and creates personalized openers with AI
La Growth Machine runs high-personalization, multichannel campaigns based on Intent Data

Deep dive: Two intent-based segmentation plays that work

Segment by product complementarity

You’re not starting from scratch. You’re adding value to something they already use.

This works across industries:

Camera accessories: A lens or filter brand targets people recently bought a DSLR or mirrorless camera →These people are likely shopping for add-ons.
Online payment solutions: A payment provider contacts Shopify or WooCommerce users → payment needs are already on the table.
Wellness products: A supplement brand targets people using fitness or nutrition tracking apps → they’re already invested in their health.

Why it works: your offer feels relevant from the first touch, because it is.

Segment by competitive frustration

Target users of competitor tools, especially if those tools leave gaps.

For example, if you’re selling project management software:

Competitor A = feature-packed but clunky
Competitor B = simple but too limited
Competitor C = premium but too expensive

If your tool hits the sweet spot in UX, features, and price, that’s your pitch.

How to play it:

Mention pain points that prospects already know
Use review snippets or G2 quotes to support your pitch
Offer easy switching paths or personalized demos

Don’t forget channel fit: the multichannel multiplier

Even with perfect segmentation, your outreach can flop if you hit the wrong channel.

Example:

Cold lead? Hit them on LinkedIn with value-first content
Warm lead? Go directly via email with a specific CTA
Quiet lead? Retarget with ads or follow up via video or voice

Allbound = multichannel by design. And the best segmentation doesn’t just tell you what to say—it guides how and where you say it.

LGM Database: The perfect tool for segmenting your leads

LGM Database brings your segmentation strategy to life, combining ABM precision with real-time intent.

What you get:

Advanced filters: segment by industry, company size, tech stack, and more
Live enrichment: always up-to-date contact info, GDPR-compliant
Intent data: identify hot leads by behavior, not just firmographics
Lookalike Search: find new companies that resemble your best customers

LGM Database can bring your segmentation to the next level. With Lookalike Search, we take it one step further by identifying your next customers directly.

Brice Maurin – Founder & CEO @ LGM

Takeaways

Segmenting your leads isn’t just a tactical move—it’s a strategic advantage. It’s the difference between showing up with a relevant, timely message… and being another ignored email in a crowded inbox.

Start by identifying fit with ABM filters. Then add intent to know when to strike. Align your sales and marketing teams around shared segments. Automate where it makes sense, and personalize where it matters.

Because when you combine segmentation with great messaging and multichannel execution, you get: