When this topic matters
Segmentation is the decision of who you contact and who you do not. Bad segmentation = bad results, regardless of script or operator quality.
If you have good operators and good scripts but results are not coming, start with segmentation.
What happens in practice
Most common mistakes: 1) Too broad segment ("all IT companies"). 2) Bad signals ("growing fast" without definition). 3) Ignoring anti-ICP (calling competition, clients). 4) Mixing incompatible segments.
These mistakes lead to low conversions, operator frustration, and bad data for evaluation.
Why it fails
Too broad segment: messaging cannot be relevant for everyone. Conversion drops because offer does not solve a specific problem.
Bad signals: you call companies that do not have current need. Timing is wrong.
Mixing segments: one script does not work for SMB and enterprise. And results cannot be evaluated because you do not know what worked where.
How to think about it
Rule: one segment = one campaign = one messaging. Do not mix SMB and enterprise in one campaign.
Define segment so you can: 1) Find contacts in database. 2) Write relevant messaging. 3) Measure results separately.
What you gain and what you lose
Clean segmentation: higher relevance, better data, easier optimization. But smaller database and more setup work.
Broad segmentation: more contacts, faster start. But lower conversion and harder evaluation.
When to apply
Always when preparing campaign. And then continuously validate — if conversion drops, check segment.
Especially important when: testing new market, expanding, or when results do not match expectations.
One segment = one campaign = one messaging. Do not mix. Define segment so you can find contacts, write relevant messaging, and measure results separately.