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 – facebook.com/marketscale
LinkedIn – linkedin.com/company/marketscale

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

Latest

How To Navigate the American Healthcare System
How To Navigate the American Healthcare System
January 28, 2022
This week on I Don't Care, Host Kevin Stevenson sits down with an author that has made it his mission to teach people how to navigate the healthcare system, arming patients with the proactive education Read more
Owning the Future of Healthcare: How to Leverage Data and Analytics for Rapid Response to Emerging Threats
January 27, 2022
  “HealthCatalyst comes from a healthcare perspective and designs technology to support it. They were willing to get in the sandbox with us and figure this out.” Harnessing the power of data is Read more
Surrounding Yourself with a Strong Team to Revitalize a Company
Surrounding Yourself with a Strong Team to Revitalize a Company
January 27, 2022
  In this episode of Straight Outta Crumpton, Greg Crumpton spoke with Wendy Staso to learn more about her incredible journey leading Huckestein Mechanical Services from insolvency to becoming a member Read more