If you’re still blasting the same email to everyone in your event database, I’ve got news for you — you’re not marketing, you’re spraying and praying. And in the B2B events world, that’s a fast way to lose VIPs, irritate exhibitors, and waste budget.
The real magic happens when you segment. Done properly, segmentation lets you group similar people together so you can send tailored, relevant messages that feel like they were written just for them.
Here’s how to do it — and exactly what to group by.
1. Start with Job Titles (But Don’t Stop There)
A CEO and a Marketing Manager might both have “marketing” in their remit, but their priorities are worlds apart. Instead of keeping hundreds of raw job titles, translate them into job functions and seniority levels:
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Function: Marketing, Sales, Operations, Procurement, IT, HR, Finance, etc.
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Seniority: C-Suite/Director, Head/Manager, Specialist, Entry Level.
💡 Why it matters: This lets you craft messages that speak to their role and decision-making power, not just their department.
2. Classify Organisations by Type & Sector
Don’t lump a trade association and a tech start-up together — they behave differently, buy differently, and attend for different reasons. Break your organisations down into:
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Type: Corporate, SME, Start-Up, Association, Media, Government, NGO.
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Sector/Industry: Technology, Manufacturing, Healthcare, Finance, Retail, etc.
💡 Pro tip: Align your sector categories with how your exhibitors define their target markets. That way, your segmentation benefits both marketing and sales.
3. Factor in Company Turnover (or Size)
A £500m enterprise and a 3-person consultancy need very different propositions. Segmenting by annual turnover or employee count helps you personalise invitations, networking offers, and sponsorship pitches.
Example groupings:
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Micro (<10 staff)
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Small (10–49 staff)
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Medium (50–249 staff)
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Large (250+ staff)
4. Use Engagement History as a Goldmine
One of the most underused segmentation values is previous engagement. Your database isn’t just names and emails — it’s a living record of how people have interacted with you.
Look for:
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Past visitors vs. exhibitors
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Previous registrants who didn’t attend (prime for re-engagement)
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Newsletter subscribers
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VIP invitees who haven’t yet converted
💡 Tip: Segment by recency of engagement — someone active last year is warmer than someone from 2018.
5. Layer Segmentation for Precision
The real power comes when you combine these values. For example:
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Heads of Procurement at manufacturing companies with £50m+ turnover who attended in the last two years.
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Start-up founders in tech who registered but didn’t attend.
This level of precision is what turns a “Dear Delegate” email into a “This is exactly what I need” moment.
6. Keep it Clean & Current
Even the best segmentation is useless if your data is a mess. Regularly validate emails, update job titles, and check company info. Out-of-date data is the silent killer of campaigns.
Final Word
Segmentation isn’t just admin — it’s the difference between bland, forgettable outreach and campaigns that convert VIPs, fill stands, and sell sponsorships. Invest the time, set clear segmentation rules, and watch your event metrics climb.
Because in B2B events, relevance isn’t a nice-to-have — it’s the currency of attention. Get in touch for information on how to properly segment your data using AI.
