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HubSpot Segmentation

What Is Segmentation in HubSpot?

Segmentation in HubSpot means dividing your contacts or companies into groups based on shared properties, behaviors, or actions so you can communicate with the right people at the right time. 

A segmentation is simply a filtered group of contacts or companies that meet criteria you define. Every list can be used across HubSpot for email campaigns, ads audiences, workflows, reporting, and more.

Why It's Useful

  • Targeted messaging: send emails or run ads only to people who are relevant, not your entire database
  • Personalization: tailor content based on where someone is in the buying journey
  • Automation: trigger workflows when a contact enters or exits a list
  • Ad audiences: sync lists to Facebook, Google, or LinkedIn for retargeting
  • Reporting: measure performance for specific segments of your audience
  • Lead nurturing: move contacts through stages based on their behavior, not just time

Things You Should Know

  • Segmentation are based on contacts, companies or deals or any objects. You choose when creating.
  • Segmentation update in near-real-time (active) or are fixed snapshots (static).
  • You can combine multiple filters using AND / OR logic.
  • Objects can be on multiple lists at the same time.
  • Segmentation can be used as a trigger or condition in workflows.

Types of Segmentation

1. Active : Automatically update in real time. When a contact meets the criteria, they're added. When they no longer meet it, they're removed. Best for ongoing targeting such as "all contacts who opened an email in the last 30 days" or "all leads assigned to Sales Rep A."

2. Static : A fixed snapshot. Contacts don't get added or removed automatically after the list is created, unless you add/remove them manually or use an enrollment action in a workflow. Best for one-time campaigns, imports, or when you need a fixed set of people such as attendees of a specific event.

Property Types You Can Filter By

When building a list, you can filter contacts by:

  • Contact properties: name, email, lifecycle stage, lead status, job title, country, etc.
  • Company properties: industry, company size, revenue, etc.
  • Deal properties: deal stage, deal amount, associated deal
  • Activity / engagement: opened email, clicked link, submitted form, visited page, attended meeting
  • List membership: already on another list (great for exclusions or nesting)
  • Ad interactions: clicked an ad, submitted a lead form
  • Custom properties: any property your team has created

How to Create a List

Step 1: Go to CRM > Segmentation

Step 2: Click Create Segmentation in the top right

Step 3: Choose the object type: Contact-based for targeting people, or Company-based for targeting organizations

Step 4: Give the list a name. Use a clear naming convention such as "2024 Leads Thailand Opened Email"

Step 5: Add filters using the filter panel on the left. You can add multiple filter groups (OR logic between groups) and multiple criteria within a group (AND logic within a group).

Step 7: Preview the list. HubSpot shows you how many contacts match before you save.

Step 8: Click Save list. Choose the list type: Active (auto-updates based on criteria) or Static list (fixed, manual list). The list will begin populating immediately. Active lists keep updating; static lists are locked from that point.

Practical Tips

  • Keep a naming convention from day one. Lists multiply fast.
  • For ad audiences, go to Marketing > Ads > Audiences and select the list you want to sync. It must meet the platform's minimum size (Facebook: 20 contacts, LinkedIn: 300, Google Search: 1,000).
  • Workflow enrollment can be set to trigger when a contact joins or leaves a list, which is useful for nurture sequences.