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12 Best Marketing Segmentation Tools in 2023

It’s no longer enough to show the same ad or send the same email to all of your prospects—consumers expect a personalized experience or else they won't click. How do you deliver a more personalized experience to your prospects and customers? The answer is marketing segmentation tools.

It can be hard to know where to start. That’s why I created this list of the 12 best marketing segmentation tools available right now.

Best Marketing Segmentation Tools Shortlist

Here’s the shortlist of the best marketing segmentation tools that I’ll cover in this article, with detailed summaries below:

  1. Segment - Best marketing segmentation tool for multiple channels
  2. Google Analytics - Best analytics suite for marketing segmentation
  3. UserPilot - Best for segmenting in-app experiences
  4. Baremetrics - Best customer segmentation tool for SaaS
  5. UpLead - Best for B2B lead segmentation
  6. Optimove - Best customer segmentation tool for ecommerce
  7. Amplitude - Best for tracking customer journeys
  8. Brandwatch - Best for discovering new potential customer segments
  9. HubSpot Marketing Hub - Best delivery tools (email, SMS, etc.)
  10. Clearbit - Best data-enrichment tool for B2B marketers
  11. Kissmetrics - Easiest marketing segmentation tool to get started with
  12. Sprout Social - Best segmentation tool for social media audiences

What Is a Marketing Segmentation Tool?

A marketing segmentation tool is software that you can use to segment your marketing audience based on their interactions with your business or online presence, and deliver a more personalized experience.

Overview of the 12 Best Marketing Segmentation Tools

Below I’ve briefly covered the pros and cons of each marketing segmentation tool and explain the ideal use case for each software. I’ve also included screenshots to highlight the different user interfaces and help you make a decision.

1. Segment - Best marketing segmentation tool for multiple channels

With Segment, you can ensure that data from various sources end up in the right destinations to help you segment campaigns based on multi-channel interactions.

Segment (a subdivision of Twilio since 2020) is a customer data platform (unified analytics and audience management platform) designed to tackle the problem of data silos in marketing and customer management.

Why I picked Segment: It’s one of the only platforms available that was built from the ground-up to tackle audience segmentation across multiple channels specifically.

Segment Standout Features and Integrations

Features include data distribution, data unification (single source of truth), audience segmentation recommendations, real-time dashboards, and custom audience reports.

Integrations include Bing Ads, Criteo, Double Click, Google Ads, Facebook Ads, LinkedIn Ads, and 300+ more data sources and destinations.

Pricing and plans: Freemium plan available with up to 1,000 visits/month. Team plan starts at $120 per month.

  • Get all your customer data in the same place.
  • Generate reliable insights based on multi-channel data.
  • Built into the Twilio platform so you can easily segment campaigns based on real-time data.
  • With visits-based pricing, Segment can be pricey for high-traffic sites.
  • Certain useful features are locked behind expensive add-ons.

2. Google Analytics - Best analytics suite for marketing segmentation

Google Analytics lets you explore different audience segments using a wide variety of reports like cohort, cross device, demographics, interests, and more.

Google Analytics isn’t just a website analytics tool, it also includes powerful audience segmentation tools that you can easily apply to your Google Ads campaigns.

Why I picked Google Analytics: Google Analytics is free and already in use on most websites for analytics, and it has audience segmentation tools that are often underutilized by marketing teams. It's somewhat lacking in terms of integrations and easy implementation (except for Google Ads), but it can be a great starting point into the world of segmentation for smaller marketing teams.

Google Analytics Standout Features and Integrations

Features include website tracking, audience reporting, demographics data, audience segmentation options, audience creation for Google Ads, and more.

Integrations include Google Ads, Google Data Studio, Google AdSense, Google Customer Match, Search Console, and custom integrations through third-party solutions.

Pricing and plans: Free plan is full-featured for SMBs. Google Analytics 360 (for enterprises) offers customized pricing upon request.

  • 100% free for most use cases.
  • Easy to segment Google Ads campaigns based on website interactions.
  • Plenty of pre-built audience segment reports available.
  • Native integrations are limited to Google Products.
  • Limited segmentation implementation options beyond Google Ads.

3. UserPilot - Best for segmenting in-app experiences

With UserPilot, you can create customized onboarding flows based on specific actions that your users take (or have yet to take).

UserPilot is a tool that lets you segment and personalize in-app experiences for your customers and trial users. Not only can it help you, it can help you deliver in-app marketing messages to key segments to drive account expansion.

Why I picked UserPilot: Personalized experiences aren’t just expected in your marketing materials, but throughout the entire customer journey. UserPilot is a platform that can help you do that without having to create custom-coded solutions, making it a good fit for smaller SaaS companies.

UserPilot Standout Features and Integrations

Features include user activity tracking, usage analytics, user segmentation, automated notifications, segmented onboarding, and user experience optimization.

Integrations include Kissmetrics, Google Analytics, Google Tag Manager, Segment, Heap, Amplitude, Mixpanel, and Intercom.

Pricing and plans: Plans start at $299/month. 14-day free trial available.

  • Provide a personalized onboarding experience to keep more users active.
  • Boost average customer lifetime value by optimizing for account expansion.
  • Find patterns and implement segmented user experience in the same platform.
  • Can be difficult to implement properly.
  • The UX can be a bit buggy, especially during peak hours.

4. Baremetrics - Best customer segmentation tool for SaaS

Baremetrics lets you compare different segments of your customers and find important insights on Customer Lifetime Value (CLV) and other crucial metrics.

Baremetrics is a customer data and insight platform specifically designed for subscription-based businesses.

Why I picked Baremetrics: Baremetrics can help you figure out who your best customers are. You can then create a reward program to boost loyalty or an ABM strategy to find more good clients. These insights are also easier to find than in much more expensive CRM solutions.

Baremetrics Standout Features and Integrations

Features include revenue benchmarking, customer segmentation, trial insights, failed payment recovery, cancellation insights, and revenue forecasting.

Integrations include Stripe, Paypal, Magento, Shopify, WooCommerce, Google Wallet, Big Cartel, Clover, and Dwolla.

Pricing and plans: Starts at $129/month. 14-day free trial available.

  • Revenue dashboards are generated automatically through integrations.
  • Segment your customers easily based on real transaction data.
  • Reduce churn with cancellation insights.
  • The only native integrations are payment processing platforms.
  • Limited options for comparing different data sets over time.

5. UpLead - Best for B2B lead segmentation

Create segmented B2B lead list using in-depth data like technology, revenue, and locations down to city or region with UpLead.

UpLead is a B2B prospecting platform with features that help facilitate B2B lead segmentation at scale.

Why I picked UpLead: instead of just offering company and contact databases, UpLead also offers implementation tools to help you create segmented campaigns and deliver unique website content to specific segments.

UpLead is a good match if you’re using an ABM Lite approach and want more data points to help you segment your campaigns effectively.

UpLead Standout Features and Integrations

Features include account identification, lead enrichment, prospect segmentation, intent data segmentation, website personalization, and segmented email campaigns.

Integrations include Salesforce, HubSpot, Insightly, Zoho CRM, Pipedrive, Microsoft Dynamics 365, Outreach, SalesLoft, Reply, Woodpecker, Copper, and Mailshake.

Pricing and plans: Plans start at $99/month. 7-day free trial available.

  • Good quality company and contact data.
  • Intent data helps you prioritize leads and target accounts.
  • Segmentation available for email and website content through integrations.
  • Limited integrations.
  • Credits used for exporting company information, not just verified contact info.

6. Optimove - Best customer segmentation tool for e-commerce

Optimove lets you create one-to-one personalized campaigns for ecommerce and track and break down the results.

Optimove is an AI-driven multi-channel personalization platform. It can help you map out and implement 100s of segmented customer journeys in real time.

Why I picked Optimove: Optimove offers robust integrations with common CRMs and is a good alternative to help B2C marketing teams implement segmentation and personalization at scale.

Optimove Standout Features and Integrations

Features include dynamic segmentation, lead nurturing, online interaction tracking, segmented social campaigns, dynamic content, and customer journey optimization.

Integrations include HubSpot, Microsoft Dynamics, Salesforce, Oracle Eloqua, Facebook Ads, Google Ads, Google Customer Match, Campaign Monitor, Criteo, and 130+ more platforms.

Pricing and plans: Custom pricing available upon request.

  • Easily make use of your CRM data to create segments and boost campaign efficiency.
  • Directly integrates with advertising platforms which makes implementation easy.
  • Supports one-to-one personalization campaigns.
  • The campaign reports are somewhat limited.
  • For especially large databases, Optimove can be a bit slow.

7. Amplitude - Best for tracking customer journeys

Amplitude tracks product usage and revenue data and lets you compare revenue and other metrics by segments like device, location, and more.

Amplitude is a product usage intelligence platform that helps companies find patterns, improve their user experience, and boost the average customer lifetime.

Why I picked Amplitude: Amplitude makes it easy to create and compare the performance of different segments throughout your application.

Amplitude Standout Features and Integrations

Features include user event tracking, demographics data, real-time reporting, user segmentation, cross-device unification, custom events, and user path tracking.

Integrations include Appcues, Adobe Analytics, Census, Bento, Fivetran, Facebook Ads, Google Ads, Shopify, Salesforce, and HubSpot.

Pricing and plans: Freemium plan available with up to 100,000 monthly tracked users. Custom pricing for paid plans available upon request.

  • Easy to create custom segment reports.
  • Powerful custom events help you track the complete customer journey.
  • Import event data through a myriad of integrations.
  • Not always easy to prioritize meaningful events.
  • No default templates or views to help you get started‌ — ‌you start from scratch.

8. Brandwatch - Best for discovering new potential customer segments

The market analysis dashboard in Brandwatch shows current conversation trends by sector, important keywords, and trend movements.

Brandwatch is one of the leading consumer intelligence platforms on the market. It combines social listening with market research to provide a real-time image of different consumer groups relevant to your business..

Why I picked Brandwatch: Most other tools on this list focus on segmenting customers by your own internal data, but this tool can help you identify new customer segments based on social media conversations and marketplace data. If you’re in the go-to-market stage or are looking to aggressively expand, Brandwatch could be a good match.

Brandwatch Standout Features and Integrations

Features include market analysis, competitor analysis, social listening, audience segmentation, media coverage tracking, and custom alerts.

Integrations include Facebook Ads, LinkedIn Ads, Conversocial, and Hootsuite.

Pricing and plans: Custom pricing available by request.

  • It’s easy to find new customer segments to target.
  • Monitor keywords and conversations related to your brand on social media.
  • Automated competitor monitoring and analysis.
  • Plans can be quite expensive.
  • Likes missing from Twitter dashboard.

9. HubSpot Marketing Hub - Best delivery tools (email, SMS, etc.)

In HubSpot you can segment your list of contacts based on a variety of factors from website actions to firmographic data like annual revenue.

HubSpot Marketing Hub is a marketing platform with a built-in CRM and email marketing platform with strong segmentation capabilities. It also has a complete content marketing management platform included.

Why I picked HubSpot : With HubSpot you can't just segment your audiences, but create and implement multi-channel campaigns based on those segments from the same platform. If you rely heavily on content marketing and email, HubSpot might be a good fit.

HubSpot Standout Features and Integrations

Features include content marketing management, CRM, list segmentation, and email campaigns.

Integrations include Facebook Ads, Google Ads, LinkedIn Ads, DataBox, Google Contacts, WordPress, and 100+ more platforms.

Pricing and plans: Plans start at $20/month. 14-day free trial available.

  • Segment customers and prospects by a wide variety of factors from product page visits to company metrics.
  • Create and manage segmented campaigns across email, social media ads, and web content from the same dashboard.
  • Built-in CRM and multi-channel attribution tools can reliably track the results of your campaigns.
  • Not as useful for ecommerce.
  • Some of its best features are locked behind more expensive plans or add-ons.

10. Clearbit - Best data-enrichment tool for B2B marketers

The Clearbit data enrichment widget for Salesforce provides lead information beyond just a name and an email address or phone number, like company size, location, and more.

Clearbit calls itself a “data activation platform” for B2B companies because it helps you enrich undetailed lead lists, capture intent-based signals, and use that data to reach your prospects with targeted ads.

Why I picked Clearbit: It can be hard to segment lead lists if you don’t have a lot of information on those lists beyond names and email addresses. With Clearbit’s data enrichment tool, you can expand what you know with third-party data and use that to segment your outreach for better results.

Clearbit Standout Features and Integrations

Features include de-anonymizing website traffic, data enrichment, total addressable market analysis, internationalization, audience segmentation, and high-value client recommendations.

Integrations include Salesforce, Segment, Marketo, HubSpot, Drift, LeanData, Madkudu, Uberflip, Outgrow, Mutiny, and Workato.

Pricing and plans: Freemium plan available. Custom pricing for paid plans available upon request.

  • Segment new prospect lists right inside Salesforce or other CRMs thanks to ‌Clearbit integrations.
  • Find more accurate contact information for aged lead lists.
  • Your sales team gets notified whenever the target account visits your site (even anonymously).
  • No advertising platform integrations, so implementation requires some hands-on work.
  • Pricing is based on database size, so for companies with large lists it can be quite expensive.

11. Kissmetrics - Easiest marketing segmentation tool to get started with

Kissmetrics lets you segment your website visitors based on actions, source, and other variables.

Kissmetrics is a behavioral analytics and customer engagement platform with support for custom event tracking, behavior funnels, and more.

Why I picked Kissmetrics: The default reports included in Kissmetrics make it easy to segment your audience and customers based on important variables like geographic location, devices, and events. This data can help you unlock insights about which customer and prospect segments are most valuable to your business.

Kissmetrics Standout Features and Integrations

Features include event tracking, conversion tracking, funnel tracking, user segmentation, multi-device unification, and user data management.

Integrations include Appcues, Chargify, Hubspot, Magento, Help Scout, Callrail, Marketo, Optimizely, Mailchimp, Recurly, VWO, Facebook Ads, and Shopify.

Pricing and plans: Plans start at $299/month.

  • Easy to set up and start using.
  • Good out-of-the-box reports and dashboards.
  • Funnel reports are comprehensive and easy to understand.
  • Limited demographics data compared to Google Analytics and other alternatives.
  • Even the cheapest plan is a bit expensive for small and medium-sized businesses.

12. Sprout Social - Best segmentation tool for social media audiences

Sprout Social analyzes your audience and forecasts the best post times for different platforms and even individual posts.

Sprout Social is a social media management and analytics platform designed for companies that want to make the most of their organic social media.

Why I picked Sprout Social: Sprout Social gives you the social analytics to figure out when different segments of your audience engage with different types of posts, and can help you schedule posts to different segments of your audience (like different countries or time zones) at different times.

Sprout Social Standout Features and Integrations

Features include social listening, sentiment analysis, paid campaign management, audience engagement analysis, social publishing, and social engagement tools.

Integrations include Facebook, Instagram, Messenger, WhatsApp, Twitter TikTok, Salesforce, Microsoft Dynamics, Marketo, Shopify, and WooCommerce.

Pricing and plans: Plans start at $249/month. Free 30-day trial available.

  • Analyze performance based on audience, not just hashtags and topics.
  • Interact with multiple social channels from one dashboard.
  • Scheduling and workflow tools are well-designed and easy to use.
  • No feed preview.
  • Even low-level plans are a bit expensive.

Other Marketing Segmentation Tools Options

Here are a few more worthwhile options that didn’t make my list of the best marketing segmentation tools, but might be more suitable for your needs:

  1. LeadLander - Best website visitor tracking software segmenting lead campaigns
  2. Mailchimp - Best email segmentation platform for SMBs and solo founders
  3. Piwik Pro - Best on-premises analytics solution for segmentation
  4. ActiveCampaign - Best email segmentation platform for mid-sized businesses
  5. Adobe Analytics - Best analytics platform for enterprise-level customer segmentation
  6. Google Customer Match - Best for accurately targeting digital ads by offline customer data
  7. Mixpanel - Best product analytics for beginners

Selection Criteria for Marketing Segmentation Tools

The first thing I considered when compiling this list are the real challenges that marketing and IT teams face when trying to implement personalization within their own campaigns.

This graph highlights the top barriers to marketing personalization at scale in 2022, like varying segments by channel, siloed teams, lack of actionable insights, and more. (Data Source)

I then considered which marketing segmentation tools actively help solve these problems, while also considering more standard factors like ease of use, and customer reputation.

Here’s a short summary of the main selection criteria I used to develop my list of the best marketing segmentation tools for this article:

Integrations and ability to handle multiple channels

The expectation of personalization isn’t confined to a single channel, so robust integrations to implement segmentation across channels is a must. All options on this list feature native integration with a variety of relevant tools and platforms.

Real-time insights and actions

If you can't actually act on data in real time, it’s not going to make a difference in your campaigns. The tools on this list offer ways to either get important real-time insights (like notifications directly to sales reps) or automatically segment marketing content.

You might notice some overlap with our list of marketing analytics software, because of the importance of analyzing data from various sources to glean insights.

Conducive for cross-departmental collaboration

To avoid siloed data and processes, I’ve focused on tools that help bridge the gap between teams through integrations rather than stand-alone islands that only your marketing analysts will work on.

Ease of implementation

If it takes months to get up and running, that’s going to delay any potential improvements to your campaign. That’s why I’ve featured tools that typically don’t require a long onboarding process.

Price for features

I made sure that a cheap or even free market segmentation tool had at least the basic necessary tools, including segment options, activity tracking, and a seamless dashboard. More expensive tools needed to be worth their price tag, having more extensive tools like data distribution, segmentation recommendations, and custom reports.

People Also Ask

Not entirely sure how marketing segmentation tools can help your business? Read the answers to a few frequently-asked questions below.

Did You Find What You Were Looking For?

49% of consumers said they'd become a repeat buyer after a personalized experience with a retailer in 2022.

That’s where marketing segmentation software comes in. But to deliver a tailored experience to your prospects and customers, you need to find a tool that suits your unique needs.

Hopefully my list helped you find exactly that. If not, keep my selection criteria in mind when browsing the market for other options.

For more hand-picked marketing tool recommendations, along with advanced strategies and tips, sign up for our newsletter.

By Stephanie Hood

Stephanie Hood is an experienced marketing professional and Editor of The CMO. With nearly a decade spent as Marketing Manager at Discover Holidays and Executive Editor at VIVA Lifestyle & Travel, she built her career leading editorial and marketing teams and strategies that turn six-figure budgets into seven-figure profits. She now enjoys connecting with the world's top executives to learn their secrets to business success, and shares those insights right here with her community of like-minded professionals. Curious what she’s uncovered? Be sure to sign up for The CMO newsletter.

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