Every B2B marketer wants the same thing: to get in front of the right people with the right message at the right time. That’s the promise of segmentation: focus, relevance, and impact. But ask someone how they segment, and you’ll hear about firmographics, sales-supplied account lists, and industry filters. This gap came through loud and clear at a recent ANA B2B Data Committee meeting; many teams are still operating at the business level. There’s plenty of effort going into targeting accounts, but little clarity around whom the decision-makers, influencers, blockers, and users are or what they’re doing.
Stop Segmenting Like It’s 2015: Why B2B Marketers Are Still Struggling to Reach the Right Buyers
