Summary
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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