Is Segmentation Marketing a Relic of the Pre-COVID Era?

The COVID-19 pandemic undoubtedly changed the marketing landscape for a wide range of industries – but just how different will marketing strategies look in the months and years to come? Will strategies that still rely on clear segmentation continue to succeed, or is segmentation marketing ready for its curtain call?

To source insights, Voice of B2B Daniel Litwin invited Formation Co-founder and CEO Christian Selchau-Hansen, also a member of the Forbes Council, to this episode of MarketScale’s B2B Today.

Formation is an enterprise software company working to optimize the customer journey through personalized marketing experiences, and Selchau-Hansen also brought experience developing solutions for companies like Square and Zynga to the conversation.

In a recent interview with Forbes, Selchau-Hansen offered marketers the following piece of advice – focus on leveraging first-party data to create longer-term customer engagement strategies and personalized, engaging campaigns.

Now, with COVID receding further into the rearview mirror and things like cookies out of the picture, what barriers exist to collecting that first-party data in a meaningful way?

Litwin and Selchau-Hansen explored a few of Formation’s case studies to learn how retailers and customers are resondpong to relevance & personalization in their offers, how Formation aids marketers in personalizing the experience for the end-user and how that work relates to future strategies that can help juggernauts like Starbucks and smaller retailers, alike.

Follow us on social media for the latest updates in B2B!

Twitter – @MarketScale
Facebook –
LinkedIn –

Follow us on social media for the latest updates in B2B!


POV cameras
Marshall Electronics Responds to Esports’ Massive Growth with Cutting-Edge POV Cameras
June 3, 2023

As we head into the middle of this decade, the eSports industry is witnessing an unprecedented boom. Valued at $1.42 billion in 2022, it’s projected to skyrocket to $4.47 billion by 2030, thanks to the rising adoption of smart devices and POV cameras, internet connectivity, and strategic partnerships like that of Microsoft and NVIDIA​. […]

Read More
legacy payment companies blockchain solutions partnerships
Legacy Payment Companies Embrace Blockchain Solutions. Their Infrastructure is Still “Fundamentally Not Aligned” with Web3 Payments.
June 2, 2023

Legacy payment companies are finally embracing blockchain solutions at scale, though still behind compared to the innovation that young fintech companies are bringing to the next generation of payment solutions. Regardless, this embrace is taking many shapes, and it’s still not a guarantee that they’re up to the task. In the last year, Visa […]

Read More
legal counsel
The Importance of Legal Counsel to Major League Organizations
June 2, 2023

Live sporting events continue to be at the forefront of entertainment in America year after year. Between enthused fans, good food and drinks, and anticipation for record-breaking moments, the ambiance of a stadium on a game day is unmatched. However, behind the scenes of our beloved stadiums and sports traditions lies term sheets and contracts […]

Read More