Segment in HubSpot It allows you to divide your contacts, companies, businesses, and other records into specific groups to send more relevant communications, automate actions, and better analyze your database.
If you use the HubSpot segmentation, You can stop treating all your contacts the same way and start personalizing your campaigns according to their characteristics, interests, and behavior.
HubSpot currently calls segments to what was previously known mainly as lists, and allows you to create both active and static segments to organize records according to different criteria.
In this guide you will learn How to segment in HubSpot step by step, What criteria can you use and how can you leverage your segments to improve your marketing and sales efforts?.
What does segmentation mean in HubSpot? 🎯
The segmentation in HubSpot It consists of grouping records that share certain characteristics using information stored in your CRM.
For example, you can create a segment consisting solely of contacts from Spain, Another with people who have requested a demonstration and another with customers who have purchased a specific product.
This organization allows for the creation of much more precise strategies because you can direct each email, workflow, ad or campaign to the appropriate audience.
Furthermore, the better organized your information is in the CRM, the easier it will be to create specific segments without having to manually review each contact.
You can learn about the different tools on the platform directly from the HubSpot's official website.
Summary table of segmentation in HubSpot
| Element | What it is used for | Example |
|---|---|---|
| Active segment | It updates automatically. | Leads interested in a product |
| Static segment | It maintains a specific group of records | Attendees at an event |
| Properties | They segment based on CRM data | Country, company, or position |
| Activity | Segment based on behavior | Visits or forms |
| AND | It requires meeting several criteria | Spain and customer |
| OR | It allows you to meet one or the other criterion. | Madrid or Barcelona |
| Exclusions | Avoid including certain records | Exclude current customers |
How to segment in HubSpot step by step 🧩
The most common way to Create a segmentation in HubSpot It involves using the Segments tool and setting conditions that determine which records should be part of the group.
The exact names of some options may vary slightly depending on your subscription and settings, but you can currently access the tool from CRM > Segments in the accounts that show this navigation.
Follow these steps to create your first segmentation:
- Log in to HubSpot and open your usual account.
- Access the menu CRM and enter Segments.
- Press the corresponding option to create a new segment.
- Select the object type that you want to segment, such as contacts, companies, or businesses.
- Add the criteria or filters that the records must comply with.
- Combine different conditions using operators AND and OR when you need more precise segmentation.
- Check the Preview of records to verify that the selected criteria deliver the expected result.
- Assign a descriptive name that allows for quick identification of the segment's purpose.
- Select if you want to create a segment active or static.
- Save the settings so HubSpot can process the segment.
A good practice is to use names like “Leads Spain – Requested Demo – 2026” instead of generic names like “New List” or “Contacts 2”.
Difference between active and static segments 🔄
Choosing correctly between a active segment and one static segment This is essential to avoid problems when you later use those contacts in campaigns or automations.
A active segment It automatically adds and removes records as they begin or cease to meet the configured criteria.
For example, you can create an active segment called “Leads interested in product X” and automatically add any new contacts that meet the conditions.
The static segments, In contrast, they represent a set of records that does not automatically change its membership after its creation.
This second format is especially useful for events, specific imports, one-off campaigns, or groups that you need to keep without automatic changes.
You can also consult the official documentation on HubSpot segments to learn about the options currently available.
How to segment contacts using properties 📋
The HubSpot properties They are one of the most important resources for building accurate segments because they store information about each record.
You can use standard properties such as country, city, position, contact owner, lifecycle stage, or creation date.
You can also create custom properties tailored to the specific needs of your company.
For example, if you have a property called “Product of interest”, You can create separate segments for users interested in each service in your catalog.
The more reliable data you have stored in your CRM, the greater your chances of creating a advanced and personalized segmentation.
How to segment based on user behavior 👤
Segmentation doesn't have to be limited exclusively to data such as country or job title, as you can also take advantage of certain interactions made by your contacts.
Depending on the tools available in your account, you can build groups related to actions such as form submissions, marketing interactions, logged activity, or membership in other segments.
For example, you can identify people who have shown interest in a particular offer and create a specific campaign designed to advance their relationship with your company.
This approach allows us to move from a purely demographic segmentation to a segmentation based on intent and behavior.
How to combine AND and OR filters 🔍
The operators AND and OR They are essential for creating complex segments without including contacts that don't really belong to the audience you want to reach.
The operator AND It states that different conditions must be met simultaneously.
For example, you could select Country = Spain AND life cycle stage = Lead to obtain leads exclusively located in Spain.
The operator OR It allows you to include records that meet one condition or another.
For example, you could use City = Madrid OR City = Barcelona to group contacts from either of those two cities.
Before saving a complex segmentation, carefully review the applied logic because an incorrect combination of AND and OR can significantly increase or decrease your results.
Examples of segmentation in HubSpot 💡
One of the best ways to learn How to segment contacts in HubSpot It consists of starting with practical cases related to your objectives.
You can use ideas like these:
- New leads: contacts created during the last few days that have not yet progressed in your sales process.
- Current clients: contacts associated with people or companies that already have a business relationship with you.
- Leads by location: contacts segmented by country, region or city.
- Contacts by product: users interested in a specific product, service, or category.
- Qualified leads: contacts that meet certain commercial characteristics defined by your company.
- Inactive contacts: people who have not performed the actions you consider relevant for some time.
- Event attendees: users registered or related to a specific campaign, webinar or event.
How to use your HubSpot segments 🚀
Creating the segment is just the first step because the real potential emerges when you use those groups within other tools. marketing, sales and automation.
Segments can be used in different HubSpot functions, including marketing emails, workflows, advertising audiences, reports, and certain surveys, depending on the object and the tools contracted.
You can use an active segment as a criterion to start a workflow, For example, and automate a series of actions each time a contact meets the conditions.
You can also select specific segments as recipients or exclusions when preparing a email marketing campaign.
The key is to connect segmentation with your goals to convert the data stored in HubSpot into concrete and personalized actions.
Best practices for segmentation in HubSpot ✅
Maintain a clear structure to avoid ending up with dozens or hundreds of segments that are difficult to identify and manage.
Always use descriptive names that allow you to know what each segment contains without having to open it.
Periodically review your CRM properties and data, since a segmentation will only be reliable when the information used as a criterion is also reliable.
Avoid creating several virtually identical segments when you can reuse an existing one or adapt its filters.
Use active segments for audiences that are constantly changing and reserve the static ones for specific groups that you need to keep stable.
Always check the quantity and some example records included before launching a mass campaign or automation.
If you want to delve deeper into the professional use of the platform, you can access it for free. HubSpot Academy to expand your knowledge of CRM, marketing, and automation.
Conclusion
Learn How to segment in HubSpot It will allow you to better organize your database and create much more relevant actions for each type of contact.
The combination of Active segments, static segments, properties, activity, and AND/OR filters HubSpot offers numerous possibilities to adapt it to virtually any business strategy.
Start by creating simple segmentations and, as you master the tool, combine different conditions to build increasingly specific audiences.
A good segmentation strategy is not about creating the largest possible number of groups, but about having useful segments that you can turn into campaigns, automations, and concrete business decisions.