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CMO Stories: Building a Microsegmentation Engine with Kathleen Booth
When Kathleen Booth asked a VC operating partner what's actually working in B2B right now, his answer was simple: microsegmentation. Everything else? Not so much.
In this episode, our host Rachael Bueckert sits down with Kathleen Booth, former SVP of Marketing at Pavilion, to unpack what that actually means and how to do it without becoming another spam machine.
Kathleen shares how Pavilion used AI to not only help create their microsegments, but find highly specific messaging that actually converted. The conversation gets into "moments that matter" for different buyer personas, why ungated content converts better than gated when done right, and how to build toolkits that people actually want to download.
From building Pavilion's GTM conference from scratch to creating an AI-first marketing team, Kathleen breaks down the tools, the processes, and the judgment calls that separate microsegmentation that feels human from spray-and-pray at scale.
[00:46] Introduction And Kathleen's Background At Pavilion
[01:36] Building Pavilion's GTM Conference From Scratch
[04:48] What Kathleen Will Miss Most About Pavilion
[07:45] Defining Microsegmentation
[11:18] How AI And Enrichment Tools Enable Microsegmentation At Scale
[14:22] The Line Between Helpful And Creepy Personalization
[16:39] Going Beyond "Congrats On Your Recent Raise"
[18:14] Using Clay To Scrape Press Releases And Company Data
[19:58] Researching What Segments Matter For Your Business
[21:25] Identifying "Moments That Matter" For Your Buyers
[24:04] The Content Strategy: Ungated Pillar Content With Gated Toolkits
[28:40] The Tech Stack For Microsegmentation
[31:04] Why Imagination Is The Limiting Factor, Not Tools
[35:14] Measuring Success Beyond Open Rates
[40:05] Common Mistakes Companies Make With Microsegmentation
[44:04] The Future: Humanity As Your Edge When Bots Buy From Bots
[45:27] What's Next For Kathleen
_____________________________________________________________________
GTM STRATEGY, GROWTH PLANNING, & REVOPS SERVICES
● Website
● TikTok
View all episodes
By Union Square Consulting
5
33 ratings
When Kathleen Booth asked a VC operating partner what's actually working in B2B right now, his answer was simple: microsegmentation. Everything else? Not so much.
In this episode, our host Rachael Bueckert sits down with Kathleen Booth, former SVP of Marketing at Pavilion, to unpack what that actually means and how to do it without becoming another spam machine.
Kathleen shares how Pavilion used AI to not only help create their microsegments, but find highly specific messaging that actually converted. The conversation gets into "moments that matter" for different buyer personas, why ungated content converts better than gated when done right, and how to build toolkits that people actually want to download.
From building Pavilion's GTM conference from scratch to creating an AI-first marketing team, Kathleen breaks down the tools, the processes, and the judgment calls that separate microsegmentation that feels human from spray-and-pray at scale.
[00:46] Introduction And Kathleen's Background At Pavilion
[01:36] Building Pavilion's GTM Conference From Scratch
[04:48] What Kathleen Will Miss Most About Pavilion
[07:45] Defining Microsegmentation
[11:18] How AI And Enrichment Tools Enable Microsegmentation At Scale
[14:22] The Line Between Helpful And Creepy Personalization
[16:39] Going Beyond "Congrats On Your Recent Raise"
[18:14] Using Clay To Scrape Press Releases And Company Data
[19:58] Researching What Segments Matter For Your Business
[21:25] Identifying "Moments That Matter" For Your Buyers
[24:04] The Content Strategy: Ungated Pillar Content With Gated Toolkits
[28:40] The Tech Stack For Microsegmentation
[31:04] Why Imagination Is The Limiting Factor, Not Tools
[35:14] Measuring Success Beyond Open Rates
[40:05] Common Mistakes Companies Make With Microsegmentation
[44:04] The Future: Humanity As Your Edge When Bots Buy From Bots
[45:27] What's Next For Kathleen
_____________________________________________________________________
GTM STRATEGY, GROWTH PLANNING, & REVOPS SERVICES
● Website
● TikTok
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