The Power of Segmentation and Experimentation in Saturated Markets

Martha Aviles, formerly VP of Marketing at Talroo, shares how the company leverages dynamic market segmentation to meet customers precisely where they are in their buying journey. In this episode, Martha gives insight into Talroo's innovative demand generation strategies and describes why they are founded on a test-and-learn approach.

Key Takeaways

• Growth lies in the ability to connect with customers on their own terms, espeically in a market defined by segmentation and intense competition.
• Growth in a segmented and competitive market necessitates the adoption of a test-and-learn mindset, coupled with a proactive pursuit of cutting-edge tools and methodologies.
• Strategic employment of data should be utilized to customize content that resonates with distinct buying personas.

Quote: 

“Customers are getting much more sophisticated. They want to know the differentiators about your platform. How is it better? How are you matching me with better candidates? How are you filling my pipeline?”

Episode Timestamps:

* (03:02) - The Trust Tree: How Talroo uses segmentation & experimentation

* (12:11) - The Playbook: Martha’s uncuttable budget items

* (23:32) - The Dust-Up: How to improve rapport with the finance department

* (24:53) - Quick Hits

Sponsor:

Demand Gen Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for Demand Gen pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more.

Links:

• Connect with Ian on LinkedIn
• Connect with Martha on LinkedIn
• Learn more about Talroo
• Learn more about Caspian Studios