30 Audience Segmentation Examples and How to Use Them – A Practical Guide for Marketers

Recommendation: connect your database to klaviyo and build audience profiles that convert. klaviyo builds segments from your customers’ actions and profile data, enabling you to replace broad blasts with precise, converting campaigns that reach your users.

Base segments on characteristics from each profile: occupation, region, and preferred channels, then layer on purchases and recency moves. Track page views, category interactions, and cart behavior to sharpen who sees each message. Your database goes deeper as you collect more events, moves, and purchases.

educational signals matter: audiences who engage with tutorials or guides show higher post-purchase potential. Use retargeting to re-engage markets where a buyer browsed multiple times but did not purchase. Map segments to markets by language, currency, and seasonality to improve relevance.

Concrete steps to apply the 30 examples: connect your database with klaviyo, define a baseline set of core segments, then add micro-segments per vertical. Use educational content for cold segments and retargeting for high-intent visitors. For each segment, assign a dedicated flow: abandoned carts, post-purchase, and re-engagement. Track conversions, revenue per recipient, and ROAS, and optimize weekly as profile attributes and purchases evolve. Iterate definitions as your database grows.

In this adventure, you will inspire teams to test different segment combinations: profile-based, behavior-based, and contextual segments. Start with a few markets, then expand as you validate performance across channels. The article below presents 30 concrete examples and actionable use cases you can copy or adapt to your setup.

Outline: 30 Audience Segmentation Examples and How to Use Them

Recommendation: use three core dimensions–demos, location, and motivations–and build precise targeting across markets and communities.

Define firmographic brackets: employee count, annual revenue, and geographic location

Recommendation: define three to five employee-size brackets, four revenue brackets, and four geographic levels. Build a cross-tab matrix to assign accounts to a single cell, enabling cutting through a mass of data with targeted messages and white papers and resources. This approach delivers faster, more efficient campaigns and grows value across audiences.

1. Employee size brackets
   • 1–9 employees (micro): focus on agility, low onboarding friction, and starter solutions. Content: white papers, 1-page ROI sheets, concise papers. Messages highlight speed, simplicity, and hands-on guidance. Occasions: year-start budgeting, quick pilots, onboarding waves.
   • 10–49 employees (small): emphasize scalability and support. Content: case studies, how-to briefs, templates. Occasions: contract renewals, expansion projects, multi-seat licenses.
   • 50–199 employees (mid): stress governance, integration, and enablement. Content: reference architectures, ROI briefs, impact studies. Occasions: platform upgrades, cross-team deployments.
   • 200–999 employees (large): enterprise-like SMEs needing scale. Content: maturity models, security guides, benchmark papers. Messages: deployment at scale, governance, and long-term value.
   • 1000+ employees (global): global operations and multi-region needs. Content: multi-region playbooks, regional case studies, compliance notes. Resources: formal ROI analyses and scale-focused guides.
2. Annual revenue brackets
   • Under $1M: value through low-cost, high-impact pilots. Content: quick ROI calculators, light data sheets. Focus on faster wins and low risk.
   • $1M–$10M: scale-ready ROI, integration, and support. Content: case studies, best-practice briefs, implementation playbooks.
   • $10M–$100M: governance, risk, and enterprise-style deployment. Content: reference architectures, ROI papers, long-form briefs.
   • $100M+: enterprise-scale procurement and multi-year programs. Content: multi-region deployment guides, total-cost-of-ownership papers, senior-level business cases.
3. Geographic location brackets
   • Local: single city or country focus. Messages tailor local regulations, taxes, and clips from regional success stories. Content: local case notes, starter guides.
   • Regional: multiple states or neighboring countries. Content: multi-region case studies, localization considerations, currencies and tax notes.
   • National: nationwide reach with standardized processes. Content: compliance guides, country-wide benchmarks, scalable templates.
   • International: global footprint and multi-language needs. Content: multi-language materials, cross-border playbooks, regional deployment notes.

Operational steps: pull data from CRM, billing, and geodata; set bracket thresholds; map accounts; test, measure, and optimize. Turn data into actionable brackets that solve targeting challenges and enable learning across levels. Where data meets buyer needs, the approach delivers value through examples, papers, and resources that practitioners can put into practice fast. Turning segmentation into repeatable processes enhances fitness of outreach, and leaves room for iteration as markets evolve. From younger buyers to seasoned buyers, these brackets guide messages that feel tailored, not generic, and keep campaigns moving forward with efficiency and impact.

Identify target industries and priority verticals for firmographic alignment

Target three priority verticals now: financial services technology platforms, luxury goods brands, and enterprise software vendors serving mid-market to enterprise buyers. These segments provide clean signals for quick wins and clear paths to deeper engagement. Build a firmographic profile that maps industry codes, headcount, revenue, and location to buying roles, and then apply it to adjacent subverticals accordingly.

Define the data you surface for each vertical: NAICS/SIC codes, employee bands, revenue ranges, geography density, and technology signals (SaaS stack, ERP, security tools). Capture a single population baseline and tag accounts by three tiers (small, mid, large). Surface patterns that indicate intent, such as pageviews on platform contents, multi-site visits, or repeated engagement with high-value assets, to prioritize outreach.

Craft vertical-specific targeting: financial services technology platforms focus on CIOs, VP of Platform, and procurement leaders; luxury brands seek marketing and brand leadership with influence on purchases; enterprise software vendors target IT executives and line-of-business owners. Use a simple, creative arc that mirrors each audience’s priorities – security and ROI for FS tech, storytelling and premium benefits for luxury, and integration value for enterprise software. In all cases, align messaging with relevant occasions and buying signals.

Campaign design and measurement hinge on three elements: a compatibility score per account, pageviews and dwell time on key pages, and three content tracks per vertical–trust and risk, premium experience, and ROI case studies. Roll out three campaigns per vertical, test creative variants, and allocate budgets accordingly. Track results at the platform level and refine segments with each learning cycle; the right mix accelerates conversions, reduces friction, and sustains long-term relationships with customers.

Data sources and footprint involve istançok источник data from internal CRM, website analytics, and reputable third-party firmographic datasets. Maintain a lean contents library that supports mass deployment yet adapts to three distinct verticals. Focus on high-end contexts, including luxury positioning and premium brands such as apple, while keeping the surface of messaging simple and actionable for each audience. The outcome: clearer targeting, higher relevance, and a stronger foundation for campaigns that scale across platforms.

Pair company size and geography with tailored messaging and channel choices

Recommendation: Create a 3×3 grid that pairs company size (micro 1-9, small 10-49, large 50+) with geography (local, regional, national) and assign a distinct messaging and channel mix for each cell to maximize impact.

Micro-local cells demand simplicity. Build a value proposition around immediate, low-friction wins and quick ROI. Use location signals to drive location-based content, local search, SMS, and email from a local account team, plus participation in community events. Offer a promotions package such as a 14-day free trial or a starter plan discount to reduce friction. This cell is likely to generate the highest response when copy is crisp and pricing is clear, with 1-2 high-impact touchpoints per week. Emphasize characteristics like owner-operator structure, limited budgets, and fast decision cycles to increase understanding and resonance.

Small regional firms respond to local credibility and practical proof. Pair two channels per region: email nurtures plus regional webinars, and rely on influencers or partners who operate in those markets. Focus on understanding local regulations, vendor stability, and features that scale to a handful of sites. Use location data to tailor content by city or state, and test two messages and two channels in parallel, aiming at increasing engagement by 20-30%. Include promotions such as bundled pricing for multi-city deployments. This cell delivers maximum appeal when content speaks to regional challenges and real-world results.

Large national firms seek enterprise-grade readiness and clear ROI. Channel mix includes executive briefings, influencer endorsements, industry events, whitepapers, and account-based ads with region-specific landing pages. Highlight scalability, security, and integration with existing systems. Run a coordinated engagement path across email, LinkedIn, and webinars, and provide a credible, long-form demonstration with referenceable success stories. Promotions can include milestone-based pricing or pilots across multiple locations. This cell often requires a strategic, cross-functional approach and a data-driven test plan to optimize the path to conversion. Include content tailored for groups like workers, managers, and procurement teams to address diverse stakeholders.

Implementation and learning: maintain a living list of best practices for each cell, updating it as results come in. Use a set of questions to refine the dividing logic, such as: What characteristics define the segment? Which groups within a cell respond best to which channels? What promotions beyond the core offer move the needle? Track high-value signals like trial activation, lead quality, and speed of adoption, and run tested loops to confirm what works and what doesnt. If a cell performs well, replicate the structure in other regions and scale with a clear strategy. The goal is to find repeatable patterns across segments, accelerating learning and making it easier to optimize running promotions and content for each group.

Set data collection and enrichment rules for firmographic signals

Adopt a centralized data ruleset that assigns owners, defines fields, and automates enrichment for all firmographic signals. This creates consistent profiles for each account and enables smarter segmentation across plans and offerings, helping your team become the trusted creator of account insights.

Define core fields: company_name, domain, industry_code, employee_count, revenue_band, location (country/region), ownership_type, year_founded, and website. Extend with signals like growth_stage, tech_stack, and related executives; include people data such as key contacts. Embed within a data framework to ensure consistency across systems and preserve an audit trail. Tag fields with data quality status and privacy consent and align with user preferences to govern uses for each account.

Enrichment sources pair internal records with external data providers to fill gaps and add signals such as industry classification, ownership changes, funding indicators, and social handles including instagram. Each enrichment leaves data coats on the core firmographic signal, adding layers while preserving original values for auditability. Establish rules that no overwriting occurs without explicit consent and track data lineage.

Cadence and governance: refresh core fields quarterly for active accounts and monthly for dormant ones; surface changes via a delta feed. Implement deduplication, validation, and lineage checks to produce actionable insights. Track owners (including cfos) to ensure correct usage; honor privacy care, consent, and defined uses with retention windows. Identify burning data gaps and prioritize them for enrichment.

Use firmographic signals to prioritize leads and tailor offerings. Qualified leads emerge when signals align with buying plans, seniority, and relevant roles. For example, an account in manufacturing with 100-500 employees in North America and a public cloud stack becomes a candidate for your cloud-based offering, with a targeted onboarding plan.

Monitoring and measurement: track coverage, accuracy, enrichment yield, and time-to-enrichment. Aim for 70-85% coverage on core fields within 60 days and a 20-30% lift in qualified leads after applying enrichment to top target accounts. Monitor data coats across ones and experiences to ensure relevance for cfos and other decision-makers. Where permitted, capture birthdays of key decision-makers as optional timing signals.

Operationalization: assign a cross-functional owner group from marketing, sales, and analytics. Build a reusable rule set with field definitions, enrichment triggers, and data quality checks. Document the framework in a living playbook used by cfos and planners to calibrate plans and targets. Include creator signals from account activity to refine segmentation of buyer groups.

Data usage and care: clearly state approved uses, implement opt-in and opt-out flows, and provide a straightforward path for updates. Respect user preferences in every outreach and report back on the impact to experiences and outcomes. By treating data with care, you maintain trust and sustain smarter engagement over time.

Create 3-5 ICPs using firmographic criteria to guide outreach

Define 3-5 ICPs using firmographic criteria and map outreach by country and industry to drive engagement and efficiency.

ICP 1: Health-conscious US CPG brands – 100-500 employees; $50-200 million annual revenue; privately held with multi-channel distribution. Focus: hyperlocal retailer programs and regional shop-in-shop initiatives; country-specific growth in health-forward categories. Leverage nielseniq insights to validate category momentum and shopper signals; turn questions about retailer shelf execution and promo lift into a concrete plan. Deliver a 90-day ROI pilot with clearly defined rewards for participating retailers. Methods: LinkedIn InMail, targeted email, and regional trade shows; engagement goal: a qualified meeting within 14 days. Things to test include regional packaging variations and store-level co-op offers to build connection with the ones closest to purchase.

ICP 2: Hyperlocal service and distribution firms – 20-100 employees; $5-25 million annual revenue; headquartered in multiple metro areas in the country. Focus: expand last-mile coverage across 5-15 cities with consistent service levels. Use local signals and industry benchmarks to guide outreach; questions to uncover include current route efficiency, on-time delivery rate, and cost-conscious constraints. Deliver a platform trial that reduces route time by 12-18% within 30 days, with a simple ROI calculator you can share back. Methods: account-based emails, LinkedIn by metro, and field-focused events; reward tied to faster onboarding and measurable efficiency gains. Build a connection with operations leaders who oversee daily running of fleets, and turn this into a scalable operating model.

ICP 3: Industrial manufacturers in automation – 500-2000 employees; $200-800 million annual revenue; key markets in Germany, the US, and the UK. Focus: procurement and ERP integration to shorten RFQ cycles and consolidate supplier bases. Use nielseniq and market-macthing data to validate demand signals and competitive positioning; questions to surface: where do you find bottlenecks in sourcing, and what metrics drive supplier performance? Deliver a 60- to 90-day ROI case with a concrete plan for supplier onboarding, catalog modernization, and automated compliance checks. Methods: industry associations, trade shows, and LinkedIn outreach; cost-conscious messaging that highlights efficiency gains and risk reduction. Back your proposal with a case study from a similar segment and a clear path to measurable engagement improvements.

ICP 4: B2B SaaS and MSPs with 50-250 employees – $10-60 million annual revenue; focus on the UK and Canada. Target mid-market IT vendors and software services firms pursuing renewal and expansion with enterprise clients. Questions to uncover: current expansion plans, target ARR, and existing partner ecosystems. Deliver a pilot that demonstrates seamless platform integration and a measurable lift in upsell opportunities within 60 days. Methods: email sequences, LinkedIn outreach, and webinars; emphasize improved engagement with current customers and a tighter connection to decision-makers. Highlight how you outperform competitors by reducing time-to-value and providing clear, repeatable methods for scaling services, while remaining cost-conscious to maximize ROI.

Implementation notes – Use a consistent scoring model across ICPs to prioritize accounts with high engagement potential and clear buying signals. Build 30-60-90 day plans that map touchpoints to outcomes, and use questions-led discovery to tailor messages to each account. Focus on hyperlocal and country-specific opportunities first, then expand to broader regions. Ensure you can deliver on promises with concrete metrics, and keep the conversation centered on efficiency, ROI, and the exact things that move purchase decisions. If a source doesnt crawl your site, rely on verified firmographic and behavior data from trusted providers to fuel outreach. Maintain a back-and-forth connection with decision-makers, and monitor engagement metrics to adjust methods quickly as you run campaigns. The aim is to turn initial interest into qualified conversations and concrete next steps, not just awareness.