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!

Image

Latest

Education R&D
Will the New Education R&D Bill Spark the Innovation Schools Desperately Need?
April 25, 2025

In a rare show of bipartisan cooperation, Senators Michael Bennet (D-CO) and John Cornyn (R-TX) have introduced the New Essential Education Discoveries (NEED) Act, aimed at revolutionizing how the U.S. invests in education innovation. The bill proposes a new National Center for Advanced Development in Education—akin to DARPA but for schools—within the Institute for…

Read More
How Verizon Business Utilizes UGC for Sales Enablement
How Verizon Business Utilizes UGC for Sales Enablement
April 24, 2025

In this episode of UGC for B2B, host David Dabney welcomes Cesar Teran, Verizon’s Sales Enablement Lead for Channel, to explore how user-generated content (UGC) is transforming training and team engagement at Verizon Business. Cesar shares the journey of introducing UGC into Verizon’s training initiatives, emphasizing the importance of authenticity, collaboration, and celebrating contributions….

Read More
digital freight invoicing
ODeX Is Leading the Charge in Digital Freight Invoicing
April 24, 2025

Global shipping continues to grapple with fragmented billing processes, often delaying cargo movement. According to McKinsey, adopting an electronic bill of lading could save $6.5 billion in direct costs and enable $40 billion in global trade. As vessels carry goods for thousands of shippers per voyage, the administrative burden of managing and reconciling invoices…

Read More
Human Intelligence Movement
Just Thinking… about Reimagining Education for the AI Era with the Human Intelligence Movement
April 24, 2025

As artificial intelligence reshapes education, work, and daily life, educators are grappling with how to prepare students for a future where human skills—not just knowledge—will be paramount. In fact, a growing number of reports highlight that employers increasingly value collaboration, communication, and emotional intelligence over memorized content. Amid this transformation, the Human Intelligence Movement…

Read More