Segmentation and the art of data science

The difference between demand generation and account based marketing (ABM) is sometimes likened to fishing with a line versus hunting with a harpoon. For B2B brands selling big ticket items, ABM can seem a very attractive proposition and it is gaining traction. So how can you make this approach work for your brand? Clearly, the quality and reliability of data is a critical factor. There’s no point investing in ABM if you can’t connect with the right people in target accounts. However, the role of data is much broader than that. It can also facilitate identification of hot prospects within entirely new industry sectors. Data driven segmentation and targeting Traditional B2B segmentation – focusing on features such as company size, industry and geographic region – only provides a narrow view…

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