Market Segment vs Marketing Persona vs Ideal Customer Profile (ICP)
An “ideal customer profile (ICP)” can work at the beginning of a B2B tech startup. It gets quick wins and early revenue. But it’s not enough for the long-term. Generally, startups will try to sell to different types of companies and then see where...Announcing My Keynotes for 2024
The speaking business events world has returned! For 2024, I am mainly giving talks on these themes. You can click on the name of a talk for more details. Interested in an appearance? Visit my speaking page and drop me a line! Or feel free to recommend me to event...I’m starting a Britpop band to teach B2B marketers about the importance of segmentation
My new column is live in The Drum: Columnist Sam Scott offers an admittedly unusual lesson into market segmentation through the prism of Britpop. ParkLife, forget it, this is MarketingLife. We’re in the final quarter of 2023. B2B marketers are starting to review their...AI or BS? How to tell if a marketing tool really uses artificial intelligence
My new column is live in The Drum: AI or BS? How to tell if a marketing tool really uses artificial intelligence Amid the giddy excitement about artificial intelligence, chronicled in our latest deep dive, columnist Sam Scott cautions us to look twice at some of the...Digital attribution is dead! Why marketers need econometrics in 2023
My new column is live in The Drum: Digital attribution is dead! Les Binet tells us why marketers need econometrics in 2023 The Drum columnist Samuel Scott recently fell down a rabbit hole and into the world of econometrics with effectiveness expert Les Binet. Here he...
I Speak
“Someday, I’ll get to see Samuel Scott speak live. For now, the transcript and slides will do. Great material as always.”
— Blaise D’Sylva, VP Media at Dr Pepper Snapple Group