Segmentation is the process of dividing a broad audience into smaller groups based on shared characteristics such as industry, company size, behaviour, or buying intent. This allows marketers to deliver more relevant messaging and create experiences that speak directly to each segment’s priorities.
In B2B marketing, effective segmentation drives efficiency and impact. It helps teams prioritise resources, refine targeting, and tailor content to different stages of the buying journey. When powered by real-time data, segmentation becomes dynamic, enabling continuous personalisation that evolves alongside audience behaviour and market shifts.