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Segment Specialized Campaign Audiences

MediumProduct Sense00:00
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Problem

Scenario

You're working on marketing for a complex B2B product with multiple technical and business buyers involved in the purchase. The team wants campaigns to feel more relevant, but there is debate about whether to segment by industry, company size, role, maturity, or use case. You've been asked to define the approach.

Question

How do you approach segmenting target audiences for highly specialized product campaigns?