Segmentation by Industry w/ Rick Galan, SVP of Growth Marketing @ BILL

Segmenting B2B audiences by industry is a great way to demonstrate empathy and gain trust with your audience through tailored content and personalized solutions. In practice, it’s more complicated. Industry segmentation can stretch teams thin, risk overpromising, and even feel insincere to our intended audience. It demands in-depth product knowledge, a deep understanding of each audience, a flexible sales team, and substantial marketing resources to pull it off. Paxton and Rick Galán, SVP of Growth Marketing at BILL discuss the best way to approach industry segmentation and the audience research that makes it truly effective. What You’ll Learn: How to decide what industries to focus on The best customer research strategies to inform messaging How to successfully target multiple industries without burning out Resources: https://97thfloor.com/articles/podcasts/segmentation-by-industry-tailoring-b2b-marketing-to-multiple-audiences/ https://www.linkedin.com/in/rickgalan "Great creative work is born out of constraints. And getting really focused on a message to a specific audience in a specific place is a ton of constraint that allows for a lot of really interesting creativity to happen." - Rick Galan Timestamps: 04:02 - Why B2B segmentation matters for message alignment 09:01 - Understanding natural business segmentation first 12:03 - Big vs small company segmentation approaches 18:16 - Balancing conflicting needs on shared assets like homepages 21:39 - Personalization vs segmentation: business focus over individual 26:49 - Coordinating with sales to find and exploit momentum

The Campaign | A Marketing Podcast by 97th Floor