Segment Analytics in HubSpot: finally, data to validate segments (not guess)

Anyone who works seriously with HubSpot knows segmentation was never the real problem. The real problem has always been something else: quickly validating whether a segment is actually good.

The new Segment Analytics, available across all subscriptions (with some limitations, such as the Sankey still in beta), finally closes that gap. And it does so in a way that is especially relevant for data-driven teams adopting RevOps strategies.

This article explains what changes, why it matters, and who will get the most value from this new area.

The classic problem: contact segments built “in the dark”

Until now, the workflow looked roughly like this:

• Create a segment (formerly lists) based on demographic, firmographic, or behavioral criteria;
• Activate campaigns, workflows, or sales handoffs;
• Wait weeks to understand whether “it worked.”

Even mature teams often ended up:

• Iterating by feeling;
• Reusing “historical” criteria without validation;
• Assuming more data means better segments (which is not always true).

Segment Analytics shifts the focus from creating segments to evaluating segments. It doesn’t replace advanced reporting, but it dramatically reduces the time between building and validating.

So what is Segment Analytics?

Segment Analytics is a new analytics view that helps you understand how a contact segment/list behaves over time, without relying exclusively on complex custom reports.

Key building blocks include:

1. Segment Journey

It allows you to analyze how records in a segment:

• Enter;
• Evolve;
• Convert (or don’t).

This is particularly useful to:

• Validate segmentation hypotheses;
• Identify funnel drop-offs;
• Compare similar segments.

2. Segment Overlap

This is where things become truly powerful for more technical marketing teams.

Overlap helps answer questions like:

• Are these two segments competing with each other?
• Am I using redundant criteria?
• Is this enrichment actually differentiating audiences?

For those managing data architecture and advanced criteria, this prevents duplication and what we call segment sprawl (uncontrolled segment creation inside HubSpot CRM).

3. Aggregated metrics by segment

Without heavy dashboards, you can quickly understand:

• Associated conversion rates;
• Growth or attrition trends;
• Relative quality between segments.

It’s comparative analysis, not just descriptive reporting.

Read also: HubSpot CRM: 3 Improvements That Elevate Automation, Data Quality, and Compliance

Where it becomes truly differentiating: enrichment

Segment Analytics finally makes it possible to validate the real impact of enrichment data—instead of assuming value just because “the field exists.”

Practical examples:

• Do companies with “Revenue Range” filled in convert better than those without?
• Do segments based on intent data (e.g., 6sense) have a real impact on SQLs (sales qualified leads)?
• Which data source is actually associated with better outcomes?

This turns enrichment from operational cost into a measurable investment.

Marketing building lists for Sales: a major leap

Here the impact is direct:

• Fewer lists “just because”;
• More lists validated by performance;
• Faster feedback loops between Marketing and Sales.

Instead of “This segment looks good,” you move to “This segment converts better at this stage, with these criteria.” That’s RevOps in practice—not theory.

What this changes in the way teams work in HubSpot

For mature teams, Segment Analytics encourages three clear shifts:

• Segments as hypotheses, not static assets;
• Testable criteria, not just repeatable ones;
• Performance-based decisions, not volume-based ones.

So Segment Analytics is not just “another new screen” in HubSpot. It’s a meaningful step toward:

• Less guessing;
• More validation;
• Better alignment between data, Marketing, and Sales.

And for teams that already master HubSpot, this isn’t a nice-to-have feature—it’s a way to work better, faster, and with less noise.

If your team is moving toward a more analytical and strategic use of HubSpot, now is a great moment to reflect on how data is supporting (or limiting) decisions.