|B2B lead generation campaigns can |
fail without proper segmentation
B2B firms that specialize in technology may experience more difficulty in lead generation activities, customer segmentation and email marketing campaigns because of misdirected or irrelevant content, according to a study from BtoB.
Unlike non-tech organizations, tech marketers struggle with the effectiveness of their customer databases because there is a greater need for segmentation. More people are involved in purchase decisions, and inaccurate customer segments can detract from the effectiveness of any campaign. Many organizations have suffered from lead generation efforts falling flat, and marketers may be at a loss as to why their initiatives weren't effective.