Full-Funnel B2B Marketing Show Episode 172: How to target accounts in 2026 with Andrei & Vladimir
Dec 15, 2025
Vlad and Andrei delve into the innovative cluster strategy for account targeting. They discuss shifting from traditional verticals to more effective use-case groupings, enhancing engagement across diverse industries. The conversation covers the practicalities of analyzing past deals to build targeted strategies and identify primary buyer personas. Plus, they highlight the benefits of reusable content and relevant messaging, emphasizing metrics for evaluating cluster attractiveness. Finally, listeners gain insights on planning impactful programs and leveraging events for messaging.
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Cluster Targeting Beats Vertical Targeting
- Cluster targeting groups accounts by shared use case rather than industry to make messaging relevant across different verticals.
- This reduces the need for hyper-personalization and increases repeatable program efficiency.
Start By Categorizing Past Deals
- Export past qualified deals and categorize them by use case to reveal which clusters perform best.
- Use AI to extract challenges from discovery transcripts and speed up use-case definitions.
Evaluate Clusters With Sales Velocity
- Aggregate metrics per use case (ACV, LTV, win rate, sales cycle) to compare cluster potential.
- Choose clusters aligned to company goals, not just biggest deal size.