Counterpart Marketing Lead | Formerly Issuu, OpenText, Webroot • 1y
Good segmentation starts with clean data. No matter how sophisticated your tools are, if the data is messy or incomplete, the targeting will fall flat. So I put a lot of emphasis upfront on standardizing fields, defining ownership across systems, and building regular audits into the process.Once the foundation is solid, I segment based on a mix of firmographics, behavior, and lifecycle stage. That might mean creating different streams for personas, company size, product interest, or recent activ ...Read More
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