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The Importance of Segmentation in the Lead Generation Process
The lines are blurring between lead generation, ideal customer profile (ICP) creation, demand generation and account-based marketing (ABM) making it even more critical that organizations have access to a variety of data to be able to identify the right opportunities, the right companies and the right individuals within those companies. Customer segmentation helps improve the efficiency and effectiveness of the marketing spend, enabling sales to focus on the right leads and companies to improve their margins by targeting high-value opportunities.
Customer segmentation is valuable to Revenue Operations and Marketing Operations teams as well as sales and marketing leaders. A common use case in business to business (B2B) sales, especially when selling to small and midsize businesses (SMBs), is in the planning process. Organizations must identify all the businesses that meets the ideal customer profile (ICP) criteria. For example, dental clinics that have a specific machinery, or restaurants that are using certain delivery software. More specific attributes defining the ICP result in better targeting and more likelihood for that organization to become a customer. However, it can be hard to find these specific attributes and associate them to individual businesses for segmentation purposes especially for SMB data.