CMOs: Your job is only getting harder.
Research shows that the cost of acquiring a customer continues to grow. A recent study suggests that CAC payback periods have increased from 36 months to 45 months.
Meanwhile, there has been a shift towards Account-Based Marketing (ABM), which promises to drive efficiencies into our GTM motions. Rather than casting a wide net, we can be surgically focused with our campaigns by targeting specific high-value accounts. The martech/ad tech ecosystem has become increasingly sophisticated at facilitating micro-targeted campaigns.
However, for scale-up and mature B2B SaaS companies, our customer data is a mess. The data we need to “know our customer” lives in silos and is largely inaccessible for segmentation analysis. As a result, our product marketers are largely hamstrung and struggle to complete a data-driven ICP analysis to help our demand gen teams maximize ad spend. This results in a huge amount of waste and escalates customer acquisition cost.
This problem is so acute, that many CMOs we talk with are questioning the profession at large and are considering career changes.
The great news is there is now a different way.
We’ve spent the last two years building software to help marketing teams automate customer segmentation analysis. With great insights, marketing teams can be empowered to formulate better GTM strategies and drive better alignment and execution.
