EP. 118 - Effective Audience Segmentation for ABM Campaigns with Jay Schwedelson

In this episode of Scrappy ABM, host Mason Cosby interviews Jay Schwedelson, an expert in audience segmentation and marketing strategies. They delve into the importance of targeting specific functions rather than job titles, how to effectively narrow down your target audience, and strategies for distributing content to the right people at the right time.Best Moments:(01:01) Definition and importance of audience segmentation(02:24) Identifying target companies and industries(03:34) Targeting job functions vs. job titles(05:19) Using SIC codes for detailed segmentation(07:26) Leveraging growth indicators for targeting(09:36) Creating content that speaks to your target audience(14:45) Distribution channels and email marketing strategies(17:32) Common mistakes in audience segmentation(19:37) The importance of regularly updating your target account listGuest Bio:Jay Schwedelson is an expert in audience segmentation and marketing strategies. He emphasizes the importance of targeted marketing and leveraging email as a critical communication channel. Jay hosts the podcast Do This, Not That and is passionate about helping marketers refine their audience targeting techniques to improve campaign effectiveness.