The lines are blurring between lead generation, ideal customer profile (ICP) creation, demand generation and account-based marketing (ABM) making it even more critical that organizations have access to a variety of data to be able to identify the right opportunities, the right companies and the right individuals within those companies. Customer segmentation helps improve the efficiency and effectiveness of the marketing spend, enabling sales to focus on the right leads and companies to improve their margins by targeting high-value opportunities.