Audience segmentation is one of the cornerstones of effective demand generation.  It helps in the quest to deliver personalized and relevant experiences that engage prospects as well as customers.  Segmentation practices have evolved in more recent years thanks to the explosion of digital technologies that effectively bring data sources together to create unified profiles and perform more robust modeling.

The role audience segmentation plays has also changed.  It impacts all channels and crosses many parts of the organization.  For this reason, it is important to think through the best segmentation approach for the business, not just for a department or a particular project.  By unifying audience segmentation and aligning strategy to key business objectives, organizations create a common framework for sales, marketing, product, and customer success.

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