HubSpot Segments, previously known as Lists, are powerful tools for organizing and targeting contacts, companies, deals, and more. Whether building marketing campaigns, nurturing leads, managing sales outreach, or providing customer service, mastering segments streamlines workflows and drives business results. Segmentation enables relevant messaging that resonates with specific audiences, leading to higher engagement and better campaign performance. 

What Is a HubSpot Segment 

A segment in HubSpot is a flexible group of records defined using property values, behaviours, or other criteria. Unlike traditional static email lists, HubSpot segments are Active, intelligent collections that automatically update based on your specified conditions. 

Segments work across multiple record types: 

• Contacts – Prospects, leads, and customers 

• Companies – Organizations in your database 

• Deals – Sales pipeline opportunities 

• Tickets – Customer service requests 

• Orders – E-commerce transactions 

• Lookalikes – AI-identified similar records 

• Custom Objects – Properties specific to your business 

This flexibility enables sophisticated targeting strategies that align with your entire customer journey, from initial awareness through post-purchase engagement. 

Static vs. Active Segments: Choosing the Right Type 

When creating segments, you must choose between static and active types based on your campaign objectives. 

Static Segments capture a fixed list at creation time and remain unchanged unless manually updated. Use them for: 

• One-time communications like event invitations 

• Historical snapshots for reporting 

• A/B testing with consistent control groups 

• Compliance requirements needing fixed records 

Active Segments update automatically as records meet or stop meeting your criteria. Use them for: 

• Ongoing nurture campaigns 

• Behavioural targeting based on recent activity 

• Lifecycle marketing that adapts as contacts progress 

• Real-time automation triggers 

Pro Tip: Active segments are generally more powerful for ongoing marketing, while static segments ensure consistency for time-sensitive campaigns. 

Step-by-Step Segment Creation 

Creating effective segments starts with understanding your targeting objectives and defining clear criteria. 

Basic Creation Process: 

1. Navigate to Contacts > Lists 
    

2. Click “Create list” 
    

3. Choose your object type 
    

4. Use descriptive naming conventions 

5. Add filters based on your criteria 
    

6. Select Static or Active 

Advanced Filtering Techniques: 
HubSpot uses AND/OR logic for sophisticated targeting. AND conditions narrow your audience (must meet ALL criteria), while OR conditions broaden it (must meet ANY criteria). Combine both approaches for highly specific targeting. 

Example: Target high-value prospects by combining: 

• Company size: 100+ employees AND 

• Industry: Technology OR Manufacturing AND 

• Lifecycle stage: Marketing Qualified Lead AND 

• Recent activity: Visited pricing page in last 30 days 

Precision Targeting with Advanced Segmentation Strategies 

Modern segmentation goes beyond basic demographics to leverage behavioural data and engagement patterns. The strategies below represent common examples of the many different segmentation approaches available. Research shows that companies using segmented campaigns achieve 50% higher conversion rates and 39% better email open rates. 

Behavioural Segmentation focuses on customer interactions rather than demographics: 

• High-engagement contacts who consistently open emails and click links 

• Website visitors who spent significant time on key pages 

• Contacts who downloaded multiple resources recently 

• Social media followers who regularly engage with content 

Purchase Behaviour Segmentation examines transaction patterns: 

• Customers with specific purchase histories or frequencies 

• Contacts showing buying signals (pricing page visits, demo requests) 

• Seasonal buyers who purchase during specific periods 

• High-value customers based on lifetime value 

Journey Stage Segmentation recognizes different customer lifecycle needs: 

• New subscribers in their first 30 days 

• Long-term customers eligible for upselling 

• Churned customers suitable for win-back campaigns 

• Prospects who haven’t engaged in 90+ days 

Geographic and Firmographic Segmentation: 

• Regional segments for localized events and promotions 

• Industry-specific messaging and content 

• Company size-appropriate solutions and pricing 

• Time zone-based segments for optimal send times 

Common Segmentation Examples and Use Cases 

Marketing Campaigns: 

• Product launches targeting existing customers plus prospects who showed similar interest 

• Webinar segments combining past attendees with those having relevant interests 

• Content nurture sequences based on engagement levels and preferences 

• Retargeting campaigns for non-converting website visitors 

Sales-Focused Segments: 

• High-priority prospects combining lead score, company size, and recent engagement 

• Deal stage segments requiring different messaging approaches 

• Account-based marketing targeting specific company decision-makers 

• Renewal campaigns for customers approaching contract end dates 

Customer Service Segments: 

• Support ticket patterns identifying customers with recurring issues 

• Satisfaction scores based on NPS ratings 

• Product usage patterns (heavy users vs. light users) 

• At-risk customer identification for proactive support 

Checking Segment Limits and Optimization 

Every HubSpot account has segment limits based on subscription type. Monitor usage to avoid hitting restrictions. 

Check Your Limits: 

1. Open the segment builder 

2. Check below the object selection tool for limit indicators 

Optimization Strategies: 

• Archive unused segments rather than deleting (preserves historical data) 

• Combine similar segments where possible 

• Use Active segments instead of multiple static versions 

• Conduct regular audits to remove outdated segments 

• Consider upgrading if limits consistently restrict marketing efforts 

AI-Powered Segmentation Features 

HubSpot’s AI capabilities make segment creation faster and more accurate through natural language processing. 

AI Prompt Examples: 

• “Contacts who opened emails in the last 30 days but haven’t purchased” 

• “Technology companies with 50+ employees who visited our pricing page” 

• “Customers who bought Product A but not Product B in 6 months” 

• “Webinar attendees who haven’t scheduled sales meetings” 

Predictive Segmentation Benefits: 

• Lookalike audiences based on your best customers 

• Churn risk predictions for proactive retention 

• Upsell opportunity identification 

• Lead scoring automation that adapts over time 

The AI integrates seamlessly with HubSpot workflow automation, email marketing, advertising targeting, and reporting analytics. 

Best Practices for Segment Management 

Naming Conventions: 

• Use prefixes for categorization (MKT_, SALES_, SERVICE_) 

• Include dates for time-sensitive segments 

• Add criteria summaries to names 

• Show team ownership for accountability 

Ongoing Maintenance: 

Regular segment hygiene ensures continued effectiveness. Review segments quarterly to identify those no longer serving business objectives. Monitor performance to understand which targeting approaches deliver the best results. Maintain clean underlying data through deduplication and validation processes. 

Testing and Optimization: 

Treat segmentation as an iterative process. A/B test different criteria to improve performance. Track conversions to measure segment effectiveness. Refine segments based on campaign results and feedback. Ensure consistency across all customer touchpoints. 

Measuring Segment Performance 

Track key metrics to understand segment effectiveness: 

• Engagement rates – Email opens, clicks, website activity 

• Conversion rates – From segment membership to desired actions 

• Revenue attribution – Financial impact of different segments 

• List health – Growth and churn within segments 

• Campaign performance – Results comparison across segments 

Use performance data to refine criteria, optimize segment size, prevent message overlap, and remove underperforming segments. 

Troubleshooting Common Issues 

Data Quality Problems: 
Address incomplete profiles through progressive profiling. Use deduplication tools regularly. Implement data hygiene workflows for outdated information. Standardize data entry processes. 

Performance Issues: 
Low engagement may indicate overly broad targeting. High unsubscribe rates suggest irrelevant messaging. Poor conversions might reflect misaligned segment criteria and campaign goals. Check filter logic and integration settings for technical problems. 

Maximizing Segmentation Impact 

Effective segmentation transforms marketing from broad messaging to precision targeting that delivers measurable results. HubSpot’s tools enable increased engagement through personalized messaging, improved conversion rates by targeting the right audience at optimal times, cost reduction by focusing on high-potential prospects, and revenue growth through better marketing and sales alignment. 

The most successful organizations treat segmentation as an ongoing strategic initiative. Continuously refine your approach based on data and results to build competitive advantages that drive sustainable business growth. 

Expert Implementation Support 

Mastering HubSpot segmentation requires both technical knowledge and strategic thinking. Working with experienced professionals can accelerate results while avoiding common pitfalls that derail segmentation initiatives. 

Ready to transform your marketing with advanced segmentation? Connect with our team to develop a customized approach that increases engagement, improves conversions, and maximizes your marketing ROI. Our team of experts is ready to support you by maximizing your efficiency and usage of HubSpot.