It’s time for marketers to change how we target our prospects and how we talk to them! Audience segmentation and Voice of the Customer (VoC) are fundamental to good marketing. Yet, over time, it's surprisingly easy for businesses to overlook — or completely miss — profitable new segments to target, and consequently, to lose out not only on incremental revenue, but also on the opportunity to build trust with customers. But targeting by itself isn’t enough. It’s not a case of, “If you build it, they will come!” We also need to talk to them in a way that resonates, making our messages rise above the noise and clutter.

Approaching audience segmentation and VoC in innovative ways is not only smart for your business, it can also unleash new growth. For example, beyond your current marketing, have you considered audience segmentation along a corporate version of Maslow's pyramid? And beyond surveys to uncover VoC, are you aware of easy methods to record conversations with audience members at scale?

Hear from industry experts on how to dig deeper with your segmentation and messaging to uncover new growth opportunities. Attendees will walk away with ideas and recommendations to connect with audiences on a deeper level. Grandma would be so proud!
  • Learn how to explore new models of audience segmentation
  • Discover effective methods to capture greater volumes of VoC
  • See how to tie audience segmentation and VoC together to form a powerful combination

Details About the Webinar

Cost: Free
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About the Speakers

1607544638-d84f9d73a3d4834c Tom Shapiro
CEO, Stratabeat, Inc.

Tom Shapiro is CEO of Stratabeat, Inc., a B2B branding, web design, and digital marketing agency. Through his career, Shapiro has developed marketing strategies for multiple market leaders, including AT&T, Intel, Hewlett-Packard, UnitedHealthcare, and P&G. Previously, Shapiro was the Director of Digital Strategy at the digital marketing agency iProspect. During his five years at the firm, the number of employees grew from 85 to more than 700. Shapiro has a deep passion for neuromarketing, psychology, and behavioral science, and his insights have been published in Chief Marketer,,, Forbes, MarketingProfs, among others. Shapiro’s book, “Rethink Your Marketing: 7 Strategies to Unleash Revenue Growth,” was published in 2017.

1607544801-b066cb21262867f9 Ginger Shimp
Senior Marketing Director, SAP

Ginger Shimp, Senior Marketing Director, SAP, is an award-winning marketeer with 25+ years’ B2B experience. Since 2004, she has helped companies in myriad industries run better by telling not only the SAP story but the stories of its customers—and their customers. Developing content, engaging channels, deploying tactics to educate, stimulate interest, and drive demand: Marketing isn’t just what she does, it’s who she is! Right now, technology is changing faster today than it ever has, yet slower than it ever will, and at SAP, we don’t just sell software, we improve people’s lives. SAP customers represent 98% of the top 100 most valued brands in the world, producing more than 79% of the world’s chocolate, 77% of the world’s beer, and 85% of the world’s pet food. That’s an awesome responsibility, a humbling privilege, and one heck of an exciting journey.

1601412445-e8b541f9bc99485b Warren Picket
LeadsCon Host

As the LeadsCon content director, Warren brings 15+ years of event programming experience and more than 20 years of experience in print, online and digital media. He helps drive engagement in the performance marketing marketplace and brings together marketers, executives, agencies, technology & service providers, entrepreneurs, corporate communications experts and audience development team members to help foster B2B and B2C communities in the digital space and real-time at face-to-face, in-person events.

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