Summary
Tuning mix and message to energize a particular audience is one of the biggest challenges in tech marketing. Given the time and risks associated with this work, choosing the correct segments to address is critical to successful messaging. For example, successfully crafting your marketing to distinctly speak to small and medium-size business (SMB) and enterprise customers won't optimize success if national differences matter more than company size differences. As it turns out, role-based and verticalized marketing address the most substantial differences among potential B2B customers.
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