How Many Segments Should B2B Marketers Target in Their Communications?

November 25, 2015

This article is included in these additional categories:

B2B | Customer Engagement | Digital

Iris-Optimal-Number-Segments-B2B-Communications-Nov2015Source: iris

    Notes: Some 56% of B2B marketers feel that using 3-4 target segments in their communications is manageable in order to see a return on both time and money, per results from an iris survey of 200 B2B marketers, the vast majority (83%) of whom are from companies with at least 1,000 employees. Separately, the study indicates that marketers feel communications should be: more serious/no-nonsense (42%) than humorous/fun (20%); more fact & figure-focused (49%) than benefit-focused (22%); more example-driven (70%) than advice-driven (10%); and more professional (66%) than friendly (15%).

      Related: 2015 B2B Digital Marketing Insights Report

        About the Data: The results are based on a survey of 200 B2B agency and industry respondents, 92% of whom are manager level and above, and 83% of whom are from companies with at least 1,000 employees.


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