Salesforce Market Segmentation

Click Here to check the visual diagrams, dashboards, lead scoring model & complete case study(GITHUB)

The Mission

To improve sales and marketing effectiveness by building a lead segmentation model inside Salesforce CRM — powered by both firmographic and behavioral data.

The goal? Deliver more personalized outreach, align GTM campaigns to the right audience, and increase conversion from MQL to SQL.

The Challenge

A fast-growing B2B company was capturing leads across multiple sources — but treating them all the same. Without a segmentation strategy or scoring mechanism, their sales team was overwhelmed, and the marketing team lacked clarity on who to target, and how.

What I Built

I created an automated lead and account segmentation system within Salesforce, using:

• Custom scoring logic for fit + intent

• Process Builder & Flow to automate tagging

• Dashboards & Reports to monitor lead quality and conversion trends

• Pardot sync for behavioral insights (opens, clicks, form submissions)

Segmentation Criteria

We used a combination of firmographic and behavioral variables to classify each lead:

• Industry (e.g., Manufacturing, Finance, Healthcare)

• Company size (employee count or revenue)

• Region / Zip code

• Lead source (organic, ad, referral, trade show)

• Engagement behaviors (form fills, site visits, emails)

• Salesforce Engagement Score (via Pardot/Marketing Cloud)

How It Works (Tech Stack)

• Custom Fields: Segment Tier, Readiness Score

• Formula Fields: Auto-calculate lead score

• Salesforce Flow / Process Builder: Tag leads in real time

• Dashboards: Show lead quality by source, rep, and segment

• Reports: Filter and export segment data for GTM targeting

Segment Examples + GTM Strategy

Segment A: Manufacturing SMBs in the Midwest with 2+ form submissions

→ Tactic: High-touch outbound sales + use case demos

Segment B: Large enterprise finance firms with low engagement

→ Tactic: Email nurture series with compliance-focused content

Segment C: Healthcare startups requesting demos

→ Tactic: Auto-schedule a rep + fast-track follow-up

Tools & Platforms Used

• Salesforce Lightning CRM

• Salesforce Flow Builder

• Salesforce Reports & Dashboards

• Marketing Cloud / Pardot

• Salesforce Data Loader

Results & Impact

• 35% improvement in MQL → SQL conversion

• Sales team prioritized high-fit, high-intent leads

• Marketing delivered more relevant content to each segment

• Real-time dashboards made segmentation performance visible and trackable