B2B Marketing Database: Casting a Wide Net vs. Hypersegmentation

B2B marketing databaseEvery B2B database marketing initiative starts with a great B2B marketing database. Once you’ve acquired a serviceable B2B marketing database of your prospect universe, what strategy is best for your organization in marketing to that set of prospective buyers? Specifically…

Should you:

  1. Draft messaging that is pertinent in some form or fashion to the entire group, or
  2. Segment your B2B marketing database according to data points like job title and industry, and then draft specific messaging for those segments

We don’t think there is a clear-cut answer. It depends on your business. But there are advantages to be had with both strategies.

Casting a Wide Net

  1. A by-product of this strategy is that you’ve built a huge database of prospects as you are reaching far and wide for ANYONE that might conceivably be interested in your product or service.
  2. Drafting one set of message assets and opting not to segment your B2B marketing database is less cumbersome and time-consuming.
  3. Contacts who may not be the right fit will nonetheless have some awareness of your brand and, in many cases, will refer you to the correct party in their organization.

Segmenting your Data

  1. Although it takes time, effort, and resources to segment your B2B marketing database, the result can be worth the time.
  2. Drafting messaging to specific data segments can resonate more with that target, as it might pertain more to their day-to-day workload.

Red Base Interactive and our parent company, SalesStaff, have had success with both methods. But, just to reiterate, it all starts with a large B2B marketing database containing (in part or in whole) your prospect universe. One that you will either target en mass, or whittle down through the fine art of data segmentation. PLUG ALERT: Red Base Interactive can provide extremely cost-effective B2B database marketing solutions for either strategy.

Dreamforce 2014

Garrett Hollander

Garrett Hollander

Director, Content Strategy at Red Base Interactive
Garrett Hollander serves as the Director of Content Strategy for Red Base Interactive. In that role, he serves the B2B sales and marketing community with premium content, posts, and ideas around various topics related to B2B sales.
Garrett Hollander
Garrett Hollander