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Business-to-business marketers are ahead of the curve when it comes to segmentation. After all, b-to-b marketing revolves around targeting specific groups of customers looking for particular solutions to problems. Marketers have to be precise with data when marketing to these groups in order to reach the correct decision-maker with an offer. Across verticals, b-to-b marketers employ sophisticated segmentation techniques that constantly are refined by rigorous testing programs.
"Everyone is fairly crazy about how they segment their list," says Chip Terry, VP and GM of enterprise solutions at Zoominfo, a provider of business contact information for marketers. "The key for us is getting them segments that maybe aren't tied directly to a normal SIC [standard industrial classification] code or other standard ways to segment a list."
Buying third-party lists is still one effective way b-to-b marketers build databases, but not all marketers use this approach...
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