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AI-driven Audience Segmentation Adds Value to B2B Marketing

Posted April 10, 2021

AI-driven Audience Segmentation Adds Value to B2B Marketing

Posted April 10, 2021

For B2B marketers, audience segmentation can be a game changer when it comes to organizing audiences into smaller groups. Audience segmentation is the process of separating a sizable audience into subgroups of individuals or segments who possess similar characteristics, values, interests or needs. 

Subgroups can also be categorized according to demographics like geographic location, gender, identity, job type, ethnicity, age, education, income and behavior. Another way to segment individuals is through psychographics, which give various insights about your target audience’s values, attitudes, beliefs, personality types and traits. 

How Audience Segmentation Delivers B2B Value

If you try to publish content that appeals to everyone, it’s unlikely you’ll get the specific results you want. Ultimately, audience segmentation permits companies to align audiences, messages, media, products and services with certain needs and wants of the chosen audience. When getting started, it’s recommended that marketers focus on a couple of groups, but keeping them broad enough to still reach the extent of your customer base. 

What makes audience segmentation so valuable is the focus it brings to marketing efforts.

Audience segmentation also gives marketers the means to:

  1. Define specific target audiences
  2. Adjust marketing message to resonate with specific target audience
  3. Meet a particular need that contributes to increasing conversion rates
  4. Build solid relationships and earn long-term customer loyalty
  5. Accumulate quality leads to accelerate your sales cycle

Each audience segmentation strategy and method have their own benefits, and in particular, behavior often goes deeper than demographics. For example, the analysis of behavior is conducted to understand what people purchase, the frequency of their purchases, and reasons for purchasing a specific product or service. When using behavioral segmentation, the marketing message can be specifically tailored to reach customers when they’re most likely to take action. 

At the end of the day, people want to be treated as people. Through audience segmentation, you can serve each buyer’s unique needs and address any questions they might have. 

Benefits of Audience Segmentation

There are several reasons to segment your target audiences:

  • Deliver personalized treatment 
  • Outmaneuver competitors and buyer inertia
  • Maintain loyal yet meaningful relationships 

Additionally, it’s important to understand the strategic uses of audience segmentation in online efforts such as email marketing, programmatic advertising, SMS marketing, chatbots, and social media advertising. Use of multiple digital channels maximizes audience segmentation by surrounding those targets with customized, relevant marketing messages. Another benefit of audience segmentation is its ability to help improve content marketing. 

Overcoming Barriers to AI Adoption

Over the years and throughout numerous industries, significant strides have been made regarding AI. Interestingly, 66 percent of marketers prefer AI applications to help them identify the right accounts and people to target. Yet, as of 2019, only 18 percent of B2B marketers reported implementing AI-driven personalization. This may sound low, but perceived barriers to entry delay some organizations when it comes to AI solutions. 

Perceived barriers to AI Adoption:

  • Uncertain costs of AI implementation and maintenance
  • Challenging and complex onboarding
  • Sense of daunting learning curves

B2B marketers are relieved to learn there’s not always a need to reinvent the wheel when it comes to removing AI obstacles. Often teams turn to an intent-based partner to help them on the road to AI adoption.

AI Segments Audiences for B2B Marketers

Nowadays, a multitude of B2B companies use AI solutions for an array of reasons, not the least being able to reach the right target audiences and subgroups. Now it’s practically the norm to use AI to find, pinpoint and segment audiences. This is in addition to tapping AI for ad creation, test variations, performance improvements and to optimize spending. With purpose-built solutions like a marketing cloud, businesses leverage the sheer power of AI in accessible ways to drive results, especially trackable conversions. 

Interested in targeting your B2B marketing efforts more precisely? Are you willing to invest some quality time in trying audience segmentation from a marketing cloud dashboard? It’s easy to take AI for a test drive. Start here with your intent data trial

And join us for more conversations about AI and data-driven marketing at the Summit on Accelerating Revenue with AI.