"SMB / Mid-Market / Enterprise" is sales segmentation, not product behavior segmentation. To drive sequences, you need a more operational view.
Axis 1: how do you segment on product maturity?
- Discovery: < 5 sessions per user, base features only.
- Adoption: stable weekly usage, 2 to 3 key features activated.
- Expansion: cross-team usage, third-party integrations wired up.
A relevant sequence speaks to a product state, not an ARR band. An SMB in expansion looks more like an enterprise in adoption than an SMB in discovery.
Axis 2: how do you segment on recent intent?
A customer whose usage is up 30% over the last 14 days is a candidate for an expansion sequence. One down 40% is a candidate for CSM intervention, not a generic marketing campaign.
Axis 3: is the decision-maker known?
You either know the signer or you don't. This binary axis changes everything: if the decision-maker is in the workspace and engaged, run the expansion sequence directly. Otherwise the sequence goal shifts to introducing a new persona.
How do you combine the three axes without multiplying segments?
The temptation is to build a 3×3×2 = 18-segment matrix. Unmanageable. Identify the 4 to 6 cells holding 80% of the volume and focus sequences there. The rest falls into the generic fallback, shamelessly.