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Gone are the days when B2B decision makers microtargeted with narrow targeting attributes. Opt-outs are proliferating, data collection is being limited, and once-granular targeting options are disappearing.
It's time to face reality. Segmentation, as we know, is dead and marketers need to find new and better ways to generate engagement.
So what is the strategy in this new situation? How can we navigate this sudden change?
Here are four essential steps for B2B marketing success in the post-segmentation era.
1. Adopt an algorithm
As detailed segmentation fades, the stars of the algorithmic era are taking center stage.
Consider generative AI and its ability to create dynamic content that deeply resonates with each decision maker. Add predictive analytics that can process huge data sets and reveal valuable insights into buyer behavior.
By combining these tools, you can form and refine completely new marketing strategies. Leverage real-time insights to identify high-value leads at the ideal time. Next, we need to drive deeper engagement by speaking directly to each stakeholder's problems and aspirations.
2. Uncover decision-making insights
Algorithms for data processing, pattern recognition, and similar tasks can pinpoint subtle patterns and correlations about target decision makers that would otherwise go unnoticed.
For example, while analyzing data across your content, you notice a spike in interactions with articles that discuss specific industry challenges. From there, you can infer what the common priorities and concerns of your target accounts are.
This type of information allows you to create psychographic segments and go beyond surface demographics to dig deeper into the psychological factors that influence purchasing decisions. Think of it as understanding the “why” behind the “what” and uncovering common attitudes and preferences among your prospects.
3. Hypothesize, test, and refine.
Once you have grouped your stakeholders based on shared values and interests, the next step is to understand what motivates them. For example, if you identify a segment that prioritizes sustainability, you can infer that environmental initiatives play an important role in that segment's purchasing decisions.
To test that idea, you can create messages that highlight the eco-friendly aspects of your products or services, such as sustainable materials, recyclable packaging, or industry-leading environmental initiatives. You can then track metrics like engagement, click-throughs, and conversion rates to assess the effectiveness of your messages. Based on the results, you can refine your approach. If the first message worked well, you might try small variations. If not, you might try a new hypothesis.
This iterative cycle is the basis of success. As you test more hypotheses and capture more data, you can use those insights for future campaigns, making your approach more focused and effective.
A continuous cycle of guessing, testing, and refining allows you to dynamically adapt your strategy.
4. Create engaging content
To fully explore your hypothesis, you need emotionally resonant content that presents vivid ideas you want to test. That means creating messages that connect with your target decision makers on an emotional level. After all, B2B purchasing decisions are often influenced by emotion and values as well as logic.
For example, imagine a video that unfolds the entire lifecycle of a product, from sourcing raw materials to smart recycling. Each step is thoughtfully explained, highlighting environmental considerations that other companies often overlook.
This visual journey is a strategic message designed to resonate with stakeholders who prioritize environmental responsibility and turn leads into loyal customers.
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As the B2B marketing landscape changes once again, stop wasting time lamenting the loss of familiar tools like deep segmentation. Instead, we should focus on the opportunities that will open up.
By harnessing the power of algorithms to uncover hidden motivations and preferences within your target accounts, you can craft messages that make real connections and build trust.
The core of success in today's era lies in aligning with the values of decision makers and evoking emotion. Now is the time to boldly test new tools and ideas and push your creative boundaries. By doing so, you can achieve deeper engagement and drive results.
Additional resources for practicing segmentation
Market Segmentation: Where Companies Go Wrong and Why Differentiation Advantage Analysis is Necessary
5 segmentation mistakes (and how to avoid them)
How to create buyer segments using scenarios
Target and Audience Segmentation: Why You Need It and How to Do It in 5 Easy Steps
