Why is engagement velocity slower in B2B?

Account-based segmentation treats companies as the primary unit rather than individual contacts. It's a B2B approach that recognizes multiple people at the same organization are involved in purchasing decisions.

Instead of segmenting by "marketing managers who clicked on our webinar," you segment by "companies with 3+ contacts engaging with our content."

Account-level signals include:

Number of contacts from the company in your database
Total engagement across all contacts
Mix of roles engaging (users, decision-makers, executives)
Account fit score based on firmographics
Pipeline stage or sales activity

Individual segmentation still applies within accounts. Executives get different content than end-users. Champions need enablement content. Skeptics need objection-handling.

The power is coordination. When multiple stakeholders at a target account are engaging, that's a buying signal. Account-based segmentation helps you recognize and act on account-level patterns that contact-level analysis misses.

This requires account mapping. You need to link contacts to companies in your data. Without reliable company associations, account-based segmentation isn't possible.