TrailSpark

Connecting Segment

Overview

Segment connects to TrailSpark as a signal source — it feeds CDP events (page views, track calls, identify calls, custom events) into TrailSpark's signal pipeline. Those events become the raw material for lead scoring and buying-group role attribution.

The connection lives under Settings > Integrations, not under CRM Integration. Segment is a customer data platform, not a CRM — it does not replace your CRM connection and both can be active at the same time.

The Segment option in Settings > Integrations is available on select plans. If you do not see it listed, contact your account manager to enable it for your workspace.

How Segment signals work in TrailSpark

Every event Segment forwards arrives in TrailSpark as a staged signal. TrailSpark matches each event to a lead (by email from an identify call or from the event's traits) and to an account (by domain or account ID). Once matched, the event contributes to:

  • Lead scoring — each signal type accumulates points toward a lead's overall score
  • Buying-group role attribution — signals configured in Signal Mapping push points toward specific roles (Champion, Economic Buyer, Technical Evaluator, etc.)

Activity that arrives without a matched lead is held in the staging queue until a lead match is available or the event ages out.

Prerequisites

  • Admin or Owner role in TrailSpark
  • A Segment workspace with permission to add a Webhook destination
  • Segment enabled for your TrailSpark workspace (available on request — see the note above)

Step 1: Create an API key in TrailSpark

  1. Go to Settings > Integrations
  2. Click Configure on the Segment card
  3. Select the API Keys tab on the Segment Integration page
  4. Click Create API Key
  5. Enter a name (e.g., "Segment Production") and optionally enable Generate Secret if you want HMAC signature verification
  6. Click Create API Key
  7. Copy the key (and secret, if generated) immediately — they are shown only once

Step 2: Configure Segment Webhook Destination

In your Segment workspace:

  1. Go to Connections > Destinations > Add destination
  2. Search for and select Webhooks (Actions)
  3. Select the source to connect (typically your main production source)
  4. Name the destination (e.g., "TrailSpark") and click Create destination
  5. In the destination settings, add a mapping with:
    • Webhook URL: https://app.trailspark.ai/api/signal-staging/webhooks/segment
    • HTTP Header: X-API-Key: <your API key from Step 1>
  6. Enable the destination

For full webhook configuration details — including payload format and HMAC verification — see Segment Webhook Setup.

Step 3: Create Signal Mapping rules

Incoming Segment events need mapping rules to tell TrailSpark how to interpret them:

  1. Go to Signal Mapping
  2. Select an ICP from the filter lens dropdown
  3. For each Segment event type, set the point values you want attributed to each buying-group role
  4. Save your changes

See Signal and Role Attribution for the full walkthrough.

Step 4: Verify the connection

Send a test event from Segment (use Segment's Event Tester in the destination settings). The event should appear in Signal Explorer — TrailSpark's in-app view of incoming signals — within a few seconds.

What gets sent back

Segment is an inbound signal source. If you also want TrailSpark to write evaluation results back to Segment as identify traits (for downstream activation in your CDP), configure that under Settings > Destinations — that is a separate outbound connection.

Next Steps