Knowing your customer: The importance of intelligent segmentation in B2B marketing

Forget content: the oft-overlooked king in today’s increasingly complex B2B landscape is the customer. As well as being always – or nearly always – right, the customer is the start and end point of any successful marketing campaign, B2B or otherwise.

Without a deep understanding of these often elusive and hard-to-pin-down individuals, you’re playing a guessing game, darting between marketing strategies as you desperately try and hit that much sought-after ROI.

In a project carried out in association with MarketMakers, we surveyed 142 B2B marketers to explore how they view customer insight and determine where there's room for improvement.