10 Best Customer Segmentation Tools in 2023

UserGuiding is onboarding software with a robust customer segmentation and reporting suite built-in. They start by crafting a personalized onboarding service for your customers and then glean data from that experience. You’ll get NPS surveys, a product adoption checklist, goal tracking, with gamification, static info-boxes for tool tips, tutorial pop ups—each targeted to the segmented user group that needs them most.

UserGuiding costs from $69/month *billed annually) and offers a 14-day free trial.

Pendo is a customer segmentation app and product experience tool offered in English, French, Dutch, and Japanese. They focus on customer segmentation for the needs of product experience and digital adoption, making them a great choice for SaaS providers and app developers. Key features include user surveys & polls, net promoter scores, feature adoption analytics, and interactive onboarding & training.

Pendo is free to use with major feature limitations. For customer segmentation, I’d recommend one of their paid plans, starting from $12,000/year. They offer a free trial and demo upon request.

Google Analytics is a popular tool for understanding website traffic. It also has some segmentation features that allow you to create audiences based on factors like location, age, device type, and acquisition channel. 

Once you’ve created these audiences, you can see how each one interacts with your website or web app. And if you also set up conversions, you can see how well each segment converts. This can provide crucial insight into the value of each customer segment so you can focus your acquisition efforts on the most impactful group. 

The great thing about Google Analytics—and the reasons so many sites use it—is that it is free to use and easy to set up on your website. If you have a site there’s a good chance you're already using the tool, which makes using it to create segments a no-brainer.

Qualtrics is a tool that helps organizations create better customer experiences. A big part of this is learning about the types of people who use your business so you can create interactions that meet their needs. 

The tool has several features that enable this. You can run in-app surveys at any stage of the customer journey to find out how customers feel. Or you can record and analyze phone calls to gain insight into customer sentiment. 

It’s easy to divide your directory into segments. You can split customers into groups based on demographics, needs, interests, or even behavior. There are also templates for common groups like high-value, new, or high-risk customers. Once you set rules, contacts are automatically added to segments if they meet the criteria. You can then listen to the insights provided by this specific group. 

Qualtrics integrates with popular analytics programs such as Adobe Analytics and FullStory. It also connects to tools like Slack and Zendesk.

The tool doesn’t provide pricing, but you can request a demo via the website. 

Heap is a digital insights platform that organizes data to help companies better understand their customer journey. It shows every action that people take when browsing an app or website, including the things they click on, browse, and visit. It then provides instructions you can follow to improve your site and the customer experience. 

A big part of the platform is that you can use this data to segment your users based on the actions they take. You can identify patterns and then group people based on how they interact with the app. You can also separate people based on factors such as the marketing channel they arrive on your site from. 

The tool is a low-code platform which means it requires minimal input for people with coding skills. And it provides visual reports that anyone in your organization can understand. 

Heap integrates with plenty of tools. You can bring in data from Salesforce, test experiences via platforms like Optimizely, and run optimizations with marketing tools like Marketo. 

There is a free solution for up to 10,000 monthly sessions; after this level, you’ll need a paid plan. You can install the tool on your site to get a pricing estimate.

Totango is a customer success platform with segmentation tools that allow you to analyze customer data and create groups based on this insight. 

It’s a great tool for software platforms that want to understand better how people interact with their app and create powerful CS experiences based on this insight. This will help you increase retention and customer satisfaction, which is important because minor retention improvements can seriously increase the revenue you bring in. 

You can segment your users based on various factors such as the length of time they’ve been with the tool, account health, renewal data, and active users. 

You can then use these groups alongside the other Totango tools to build effective customer journeys for each group. For example, if you have a group that is at high risk of churn, you can send help materials or have someone from your team reach out. 

Totango pricing starts at $249 per month for 2 users and 200 customer accounts. You can try the service for free by signing up on the website. 

Baremetrics is an analytics tool that helps businesses analyze data and make better decisions. It’s built for SaaS tools and includes metrics like subscriptions, churn, and MRR so you can get a full view of business performance.

The tool has cold forecasting features which estimate where your business will be in the future based on metrics such as cash flow and MRR. This helps you make better planning decisions. 

The segmentation tools bring obvious value. You can create custom user segments based on multiple factors, such as when they signed up or whether they are B2B or B2C. You can then see how each customer group interacts with your app to identify valuable customer groups and channels or create experience improvements targeted at underperforming groups.

Baremetric supports integrations with several tools, including Shopify, Stripe, and Slack. It also offers an API you can use to connect other tools, as well as integration via Zapier. Pricing starts at $129 per month, and you can get a free trial to test the software.

Insightly is a CRM that helps you gather customer data and create impactful journeys based on this information. And because the data is in one place, teams throughout your organization such as sales, customer support, and marketing, can all use the segment data. 

The tool integrates with many business platforms, allowing you to store data from each one. For example, you can connect ecommerce software such as Shopify and create segments based on a customer’s transaction history. Or you can segment users around their interests based on data such as the links they click on and the pages they view on your website. 

Once you have this information, you can set up journeys that meet these customers’ needs. This could mean sharing the right content at the right stage of the sales cycle or sending relevant promotions via email marketing. 

Insightly integrates with plenty of tools in categories such as customer service, marketing automation, and finance. CRM pricing starts at $29 per user per month when billed annually. You can try this for free before buying. The marketing solution costs $299 per month for up to 10,000 contacts. 

Kissmetrics is a product and marketing analytics tool that provides insight into your website or app. Use it to inform your customer success and marketing strategy. 

It has several features related to segments. For example, SaaS companies can see the conversion rate of website visitors based on their marketing source and then double down on the highest performing channels. Or you can create segments of existing customers based on your chosen characteristics and then view how each customer group churns. 

There are also segmentation features for e-commerce. For example, you can identify your biggest spenders then view details such as how you acquired them and try to repeat this. Or you can view your total revenue based on marketing channels. 

Kissmetrics pricing starts at $299/month when billed annually. They also offer a 30-day free trial and a free demo.

Pulsar is a social listening tool that delivers valuable insight into how your target audience discusses your brand on the web. It also has tools that help you segment this audience into different groups based on their interests. 

You can see things such as the topics people discuss, the emotions they display, their location, and biographical data. Once you’ve created these segments, you can target your brand’s advertising based on these interests and behaviors.  

The tool collects insights from platforms including Twitter, Facebook, Instagram, Reddit, Pinterest, TikTok, and Amazon. This ensures you get a complete view of how your audience behaves around the web.

The great thing about Pulsar is that all this information is displayed in well-designed dashboards, so it’s easy to gain key insight. The tool doesn’t advertise pricing, but you can contact the sales team for a demo via the website.