Sean Crowley outlines four best practices for effective segmentation and targeting in marketing: understanding what makes your offerings unique, identifying your ideal customer profile, developing key personas, and leveraging behavioral triggers to enhance the buying journey. Quality data is crucial, as organizations often struggle with data completeness and integration. The recommendations emphasize using relevant content and technology to create more personalized marketing campaigns.

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4 Best Practices for
Segmentation & Targeting
How to Create Stronger Marketing Campaigns with Better Data
Sean Crowley, Director of Product Marketing, Dun & Bradstreet
February 16, 2016

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Segmentation and targeting impacts the success
of all marketing strategies & tactics
Persona-Based Marketing
Account Based Marketing
Digital Marketing & Programmatic Ad
Buying

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Best Practice #1: Know what makes you different
§ What makes you unique?
§ Align offerings to each intended audience
§ Use content strategy to educate rather than sell
§ Map content to each stage in your buyer's
journey
You’ll gain the respect and attention of your target buyers by serving up
helpful and relevant content at key points along their journey.

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Best Practice #2: Understand your target market
and audience
§ Ask yourself, “what is the profile of my ideal customer?”
§ Mine your CRM system to identify decision makers, influencers and end users

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Best Practice #3: Dig deep to understand target
personas
§ Know who your decision makers are
§ Build personas for all key influencers
§ Conduct interviews/focus groups
§ Speak to customers and non-
customers

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Best Practice #4: Leverage behavioral “triggers”
to accelerate they buyer’s journey
§ Use MarTech to gather behavioral
intelligence
§ Drive future demand gen communications
based on behavioral triggers
§ Share intelligence with sales to drive better
conversations
§ Map future content development &
strategy based on these behaviors

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240MBusinesses
42M+B2B Contacts
5 MDaily Updates
30KSources
For more than 175 years we have been helping business grow their most valuable
relationships by uncovering truth and meaning from data.

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Segmentation and profiling is driven by the quality of
your data
1. Incomplete data
2. Disparate data sources
3. Lack of insight
Incomplete Data
We analyzed over 695M records in 2015 and found that most organizations
continue to struggle with data quality. The three biggest challenges we found were:

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So then, “What is better data?”
Better data requires a continuous focus on
capturing, integrating, and managingkey
data elements
§ Geographic
§ Firmographic
§ Demographic
§ Behavioral

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Use our Segmentation & Targeting Workbook to
guide your efforts
§ Stand out by identifying and
documenting key differentiators
§ Define your target market and decision
makers
§ Develop target personas to make content
more relevant
§ Leverage behavioral data to accelerate
the buyer’s journey

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What’s next?
1. Check your email after this session for your copy of Dun & Bradstreet’s
Segmentation Workbook
2. Run a complimentary Data HealthScan at SmartMarketingData.com
3. Call 1-888-826-4877 to learn how to append additional intelligence to
your database.
@ seantcrowley @DnBUS and @NetProspex DNB.com

12. ThankYou

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