Segmentation Is Dead: Rethinking Micro-Targeting (And B2B Marketing) in the Algorithmic Age

Demand Generation — Thu., May. 2, 2024

The era of micro-targeting B2B decision-makers with narrow targeting attributes is over. Opt-outs are surging, data collection is limited, and once-granular targeting options are fading. It's time to face reality: Segmentation, as we know it, is dead and marketers need to find new, better ways of creating engagement.

As detailed segmentation fades away, the stars of the algorithmic age are taking center stage. Consider generative AI and its ability to craft dynamic content that resonates deeply with each decision-maker. Add in predictive analytics, capable of crunching gigantic datasets to uncover valuable insights into buyer behavior.

Once we've grouped our stakeholders based on shared values and interests, the next step is understanding what motivates them. For instance, if we identify a segment that prioritizes sustainability, we might guess that environmental commitment plays an important role in their purchasing decisions. To test that idea, we can develop messages highlighting eco-friendly aspects of our product or service, whether that is sustainable materials, recyclable packaging, or industry-leading environmental initiatives.

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