B2B Sales leads come in all shapes and sizes but, more crucially, they come from different stages in the purchasing cycle and play varying roles in the buying decision. As such, it’s important to tell them what they want to know precisely at the time and state-of-mind they’re in – that is, if you intend to keep them engaged all throughout. In addition, efficiency requires prioritizing the most promising leads accordingly. This is where leads database segmentation comes in with bells on.
At this point, we need to make a distinction between static segmentation methods and more dynamic (and thus, more exciting) techniques for segmenting a B2B marketing leads database. The problem with static segmentation is that it fails to take into account that today’s B2B marketing campaigns are dealing with moving targets. The traditional demographic-based prospect profiling simply cannot catch up with leads as they proceed with their buying journey.