Most B2B segmentation models rely on static Ideal Customer Profiles (ICPs) and rigid job titles, assumptions that break down the moment a modern buying committee gets involved.
In this episode of ASTRAD Talks, Sam O'Brien breaks down why traditional STP (Segmentation, Targeting, and Positioning) needs an overhaul. We dive into how high-performing revenue teams move from static spreadsheets to dynamic, agile targeting models, and why chasing direct form-fill conversions misses the broader goal of warming up entire buying groups.
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