Best Practice Report

Microsegmentation Yields Contextual Customer Experiences That Convert

Strategic Plan: The B2B Marketing Playbook

June 30th, 2020
Lori Wizdo, null
Lori Wizdo
With contributors:
Aldila Yunus , Caroline Robertson , Kara Hartig


Segmentation is the bedrock of B2B marketing campaigns. Marketers use segmentation to partition their databases and plan interactions with key audiences. But B2B marketers must rethink segmentation to meet increasing expectations for contextually relevant experiences and leverage the manifold advances in data and analytics technologies. Yes, it’s a challenge. But the reward is a win-win for B2B marketers and buyers: relevant, valuable buying experiences and improved conversions.

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