Finding the sweet spot in Segment ABM
Jessica Shea, VP Account Marketing at Bain & Company, explains Segment ABM. Think of it as the Goldilocks approach – not too broad like Programmatic, not too narrow like Strategic One-to-One, but just right. Focus on a small group of clients in the same industry facing similar challenges at a similar stage of maturity.
The trick? Reuse and reframe rather than reinvent. Take your existing assets – case studies, IP, content – wrap them differently, personalise them, and deploy fast. One webinar becomes snippets, quotes, customised follow-ups. Maximum impact, minimal effort.
Perfect when turnaround time is tight.
