In a data-driven era, success in business is largely the result of thorough market research — research conducted to know 1) why you’re selling your product or service and 2) who you’re directing your product or service towards.

That may sound like simple logic…but you’d be surprised how many startups fail to solve a valid need and target the right people.

“Targeted Account-Based Marketing(ABM) practices are increasingly being used to identify key businesses and decision-makers…Yet, more than 75% of the sources we processed lacked data on Industry, Revenue and Employees.”


When it comes to market segmentation, B2B salespeople and marketers are challenged quite differently to B2C professionals:

  • Demographics are customer profiles and segments based on consumers, known as business-to-consumer models (B2C)
  • Firmographics are business profiles and segments based on client accounts, known as business-to-business models (B2B)Firmographic : B2B versus B2C Buying Process


Sam Hurley
About the Author
Sam Hurley is a lateral-thinking digital marketer holding solid experience in both agency and client-side settings. He is the Founder of Digital Consultancy venture: OPTIM-EYEZ. He has achieved success for SMEs, national to international blue chip organizations while being ranked as the world’s #1 digital influencer by Webinale and #2 most influential digital marketer by Onalytica. He was also commended as one of the top 3 content marketing influencers of 2016 by ScribbleLive. Catch him on Twitter and LinkedIn for cosmic amounts of helpful material on entrepreneurship and marketing!

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