Most B2B segmentation looks great on a slide—but fails in the real world. After interviewing dozens of finance and reporting leaders, a simple truth emerged: people don’t buy because of their ICP profile; they buy because of the moment they’re in. Traditional segmentation ignores the struggling moments, triggers, and thresholds that actually drive decisions. This article explains why most segmentation frameworks break—and how identifying your Minimum Viable Segment (MVS) transforms pipeline, messaging, and growth.
5 Surprising Truths About AI in CRM for SMBs (and a 30‑Day Pilot Plan)
AI in CRM isn’t a mega‑project. Here’s how SMBs get quick wins: data hygiene, task‑specific agents, and human moments that matter.
Why Isolated B2B Campaigns Are Obsolete: The Need for Integrated, Customer-Centric Marketing
In the fast-evolving world of B2B marketing, isolated campaigns have become a relic of the past. Buyers today demand seamless, personalized interactions across their journey—expectations that one-off marketing efforts simply can't meet. In this post, I explore why the future of B2B marketing hinges on integrated, customer-centric approaches. We'll discuss the failures of isolated campaigns, the necessity of always-on engagement, and the power of end-to-end strategies that genuinely nurture relationships from awareness to advocacy. Drawing from my experience leading successful campaigns at Oracle, this piece demonstrates how integrated campaigns not only improve metrics but also build meaningful, long-term connections. Dive in to understand why customer-centric marketing is the game changer your strategy needs.
Less is More: How Top CMOs are Rewriting the Rules of Marketing in 2024 with AI
Discover how top CMOs are navigating budget constraints in 2024 by leveraging AI and strategic resource allocation. Learn about the latest trends, challenges, and innovative approaches that are reshaping the marketing landscape in this era of less.
Harnessing the Power of ChatGPT in Crafting Stellar OKRs: a B2B Tech Consultancy example
In the intricate tapestry of the business landscape, setting objectives that are both visionary and actionable is paramount. Enter OKRs - Objectives and Key Results - the framework that’s revolutionizing goal-setting from Silicon Valley startups to established multinational corporations, as I illustrated with the Google Chrome example here. But as many businesses have discovered, crafting … Continue reading Harnessing the Power of ChatGPT in Crafting Stellar OKRs: a B2B Tech Consultancy example
10 Marketing Trends to act on in 2018 – SmarInsights
In these early Jan days, lots of media are publishing their own take on top marketing trends for 2018. Here are the top 10 from SmartInsights: Trend 1. Integrating Marketing Activities Into the Customer Lifecycle Trend 2. Integrating personalisation into the user journey / customer experience Trend 3. Integrating machine learning into marketing automation Trend … Continue reading 10 Marketing Trends to act on in 2018 – SmarInsights
Emmanuel Obadia & Partners | Transform & Innovate 