Best Practices in Segmentation

whitePaper | May 18, 2021

For B2B sales and marketing teams, competitive analysis is a foundational process that reinforces and clarifies business cases or campaign roadmaps by identifying gaps and potential differentiators. A competitive analysis has become essential to developing and identifying a winning strategy for growth and success—essential when, on average, a business can have 25 direct competitors. In the traditional sense, this would equate to an analysis of competitors, their products, and their messaging. But does that serve the purpose of identifying competitive gaps, or the ultimate goal of winning market share through displacement? Effective competitive displacement and competitive analysis need to be customer-centric above all else.

whitePaper | July 1, 2023

As we mentioned, today’s B2B buying committees can be composed of dozens of different roles spread across a business, and they typically have different objectives in mind. The CTO might be trying to determine how well a SaaS solution fits with their current tools and infrastructure, while the CFO may be focusing more on cost management and financial stability. Regardless of how well (or poorly) all of these different roles communicate with each other, they all do one thing when considering a new marketing technology solution: Research.

whitePaper | June 10, 2022

Responsive buyer experiences and relevant content across channels have always been the top criteria for mature, highperforming, omnichannel account-based orchestrations. But much of today’s conversation revolves around linear, top-down campaigns, where the target account is placed in a marketing or sales play, operating within a siloed platform throughout the buyer’s journey. The result is often antithetical to the desired buyer “experience.” Operating without the necessary data management, intent, prediction, and consistent personalization, these platforms cannot deliver high-performing orchestration simply by slapping a new name on the same old ABM technology. In a rush to accelerate the delivery of “account-based experiences” (ABX), the platforms that support it have become a critical bottleneck, creating yet another siloed system that adds to the complexity and undermines the outcomes it is intended to improve.

whitePaper | December 5, 2022

Efficiency and productivity are what will lead to efficient growth. Still, to achieve this, you must have the correct data and tools to project pipeline and align GTM teams around a strategy guaranteed to hit pipeline and revenue targets. That’s why we wrote this guide to help you develop a Sales Pipeline Readiness strategy that allows you to not only predict but also generate pipeline efficiently and effectively.

whitePaper | January 27, 2022

ABM focuses on targeting the right accounts at the right time and treating your prospect as a market of one. But an often-overlooked component within targeting campaigns is understanding the customer — generating insights into account activities are the missing link. The challenge lies in figuring out which points of information are most relevant to your prospect and crafting a plan to fully leverage them to drive engagement. Enterprise buyers are increasingly protective of their time, while a potential vendor that still expects the luxury of a lengthy introduction and a recounting of what challenges stand in the way of the organization’s progress is unlikely to move the relationship forward.

whitePaper | August 4, 2022

Buyers are influenced by brands they know. By leaning into the entire customer journey, B2B brands can start to think beyond lead-based strategies with account-based experiences (ABX). Delivering account-based experiences (ABX) helps you find and keep customers by staying active in the market and nurturing meaningful account relationships. Learn what successful account-based experiences look like and how to get started on a full-funnel, always-on ABX approach. You’ll discover: Why brand building creates more value than sales activation Key differences among account-based targeting, marketing, and experience Tips on how to implement ABX strategically, one ecosystem at a time How to align your go-to-market teams and accelerate revenue