Segmentation by Industry w/ Rick Galan, SVP of Growth Marketing @ BILL
Segmenting B2B audiences by industry is a great way to demonstrate empathy and gain trust with your audience through tailored content and personalized solutions.
In practice, it’s more complicated. Industry segmentation can stretch teams thin, risk overpromising, and even feel insincere to our intended audience.
It demands in-depth product knowledge, a deep understanding of each audience, a flexible sales team, and substantial marketing resources to pull it off.
Paxton and Rick Galán, SVP of Growth Marketing at BILL discuss the best way to approach industry segmentation and the audience research that makes it truly effective.
What You’ll Learn: How to decide what industries to focus onThe best customer research strategies to inform messagingHow to successfully target multiple industries without burning outResources:https://www.linkedin.com/in/rickgalan
"Great creative work is born out of constraints. And getting really focused on a message to a specific audience in a specific place is a ton of constraint that allows for a lot of really interesting creativity to happen." - Rick Galan
Timestamps:04:02 - Why B2B segmentation matters for message alignment
09:01 - Understanding natural business segmentation first
12:03 - Big vs small company segmentation approaches
18:16 - Balancing conflicting needs on shared assets like homepages
21:39 - Personalization vs segmentation: business focus over individual
26:49 - Coordinating with sales to find and exploit momentum
The Campaign | A Marketing Podcast by 97th Floor
The Campaign is a marketing podcast about better knowing your audience, innovating beyond best practice and converting visitors into customers.
97th Floor is the number one digital marketing agency built to create pipeline and revenue for clients by crafting and executing custom, audience-first channel strategies that deliver bottom-line results. Our core services include SEO (Search Engine Optimization) and AI Search Optimization, Advertising (PPC, SEM, Social Ads, Display), and Content Marketing.
For over twenty years, 97th Floor has worked in the cybersecurity, finance, industrial and manufacturing, insurance, software, and health and wellness industries. 97th Floor proudly works with a diverse range of clients, from well-funded startups to Fortune 50 companies, including Oracle, McKinsey & Company, Google, Crumbl, and Princess Cruises.
Learn more and schedule a discovery call at 97thfloor.com.
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