B-to-B insights: 57 Channels (And Nothin On?)

Though most marketers have unified databases, they often don't use the same segmentation across channels.

For example, your outbound sales team may be organized geographically or by type of industry, and sales reps often intuitively manage their own contact strategies for their customers. Your catalog manager probably uses a more traditional segmentation, either a response model or an RFM variation. Your email team may have access to the same segmentation as your catalog marketing manager, but limit its criteria to promoting by product purchase, segmenting buyer vs. nonbuyer, or just blasting every name that hasn't opted out.