wiki/knowledge/crm-automation/asymmetric-hubspot-segmentation-strategy.md · 571 words · 2026-04-05

HubSpot Segmentation Strategy — Asymmetric

Asymmetric's 37,000-contact HubSpot database was cleaned, enriched, and segmented in early 2026 to support a new multi-channel marketing engine. This article documents the segmentation model, ICP definition, and exclusion logic that governs which contacts receive which communications.

Database Cleanup

Before segmentation, the database underwent a full cleanup pass:

Removed: consumer contacts (non-B2B) and contacts without email addresses
Validated: all ~37,000 email addresses
Enriched: missing fields, particularly industry categorization, which was absent for a large portion of records

The HubSpot API was used for bulk operations rather than the UI, enabling faster enrichment and field updates at scale.

Segmentation Dimensions

1. Lead Quality Tiers

Contacts are scored into three tiers based on a composite of engagement history and data completeness:

Tier	Criteria
Tier 1	High engagement and/or rich contact data; known decision-maker
Tier 2	Moderate engagement or partial data
Tier 3	Cold, minimal data, no prior engagement

2. Industry Categorization

Contacts are tagged by industry sector. Segments with meaningful list sizes include:

Food & Beverage (~788 contacts)
Energy & Environment (~527 contacts)
Construction & Building
Manufacturing & Industrial
Technology & Software
Financial Services
Healthcare (deprioritized)

Industry data was enriched via ZoomInfo and API-based HubSpot updates where records lacked this field.

3. Ideal Customer Profile (ICP)

The ICP segment filters for:

Company size: $10M–$50M in annual revenue (mid-market)
Business type: B2B
Industries: Asymmetric's target verticals
Contact role: Known decision-maker on record

ICP contacts are further subdivided by activity level:
- ICP with significant activity — small count; highest priority for sales outreach
- ICP with some activity — pipeline candidates once engagement increases

Exclusion Logic

Exclusions are enforced at the campaign level to prevent contact overlap and protect active relationships:

Exclusion Rule	Applies To
Contact is in an active ABM campaign (`ABM = true`)	All marketing campaigns
Contact has an open deal in the pipeline	All marketing campaigns
Contact lifecycle stage = `Customer`	All marketing campaigns
Contact's industry = Food & Beverage or Energy & Environment	General nurture / awareness campaigns

The last rule ensures that industry-specific campaign contacts receive tailored messaging only — they are held out of the broad SES-driven nurture flow and handled exclusively through their dedicated campaign sequences.

Past customers (lifecycle stage not set to Customer) are currently considered eligible for re-engagement marketing.

Routing Logic for New Contacts

When new contacts enter the database (e.g., via website forms or ZoomInfo imports), they should be routed based on industry:

If industry = Food & Beverage or Energy & Environment → enroll in the relevant industry campaign
Otherwise → enroll in the general Awareness nurture sequence (if not ABM or deal-active)

An Industry field on HubSpot forms is required to automate this routing. This was flagged as an open action item for Mark Hope.

^[1] — how SES, Orbit, and HubSpot interact
^[3] — Awareness, Consideration, and Long-Term nurture flows
^[4] — client overview

Source

Documented from the 2026-03-11 Asymmetric launch planning meeting. Primary source: Mark Hope's walkthrough of the HubSpot setup during the call.