Rattle & Pedal: B2B Marketing Podcast The Death of Industry-First Segmentation?
May 16, 2025
Explore how AI is revolutionizing industry-first segmentation in professional services. The shift from traditional industry expertise to a focus on capabilities like operational efficiency is changing client preferences. Dive into the evolving dynamics of client relationships in telecom and the need for tailored solutions. Hear about the balance between specialized knowledge and innovative problem-solving strategies, and how emerging technologies are reshaping decision-making in B2B marketing.
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AI Shifts Marketing Focus
- AI ushers in a shift from mature industry marketing to a greenfield market focusing on capability over industry expertise.
- Clients prioritize AI skills that deliver specific results, like efficiency, above traditional industry knowledge.
Changing Role of Industry Expertise
- Industry expertise remains vital for core, complex problems but less so for emerging AI-related issues.
- AI problems often lack precedent, shifting buyer expectations about required consultant industry experience.
Segment by Issues, Not Industries
- Effective segmentation should focus on issues or results firms aim to own, not solely on industry.
- Expanding capabilities like AI can add complexity and dilute marketing focus for smaller firms.