Introduction
In the 1990s, B2C marketing relied on basic first-party data like age, gender, and location, offering little in the way of personalization. Fast forward to today, and B2C marketing has transformed into a sophisticated, real-time, hyper-personalized experience.
A similar revolution is now reshaping B2B sales and marketing strategies. Traditional data points like industry, company size, and geography are becoming insufficient in an organization’s pursuit of growth, often leading to inefficiencies and missed opportunities. Adding to the challenge, outreach channels such as email marketing, LinkedIn Ads, direct calls, and pipeline building through website personalization are becoming increasingly expensive and less effective, making a precise and impactful approach essential.
This evolution demands a change in thinking in B2B marketing—one that prioritizes deeper insights, smarter segmentation, intent-based signals, and hyper-personalized engagement strategies to meet modern constraints and maximize opportunities.
AI-led marketing solutions holds the key to solving these challenges. It enhances segmentation with precise account and profile research and enables the creation of effective, cross-channel engagement messaging.
With Tapistro’s proprietary AI agents, businesses can unlock unparalleled opportunities: conduct deep account research, uncover custom classifications, leverage AI tools for prospecting, and address open-ended questions by integrating first-party data with broader internet research. This powerful combination equips B2B marketers to elevate their strategies with precision and impact.
Custom Categories for AI Prospecting and Personalized Targeting
Today most businesses rely on off-the-shelf categories from standard B2B data providers, making manual edits where possible. However, these are typically not well-suited for running personalization at scale. For example, Etsy is classified as a software company by LinkedIn, marketplace by ZoomInfo, and e-commerce by others. Similarly, Patagonia is a retail brand, period. The definitions can be similar or different, based on the rules set by a database provider. Moreover, while all are correct in their own context, businesses need to have their own flexibility in definitions—and not be dependent on rigid databases.
Tapistro's AI-powered segmentation tools usher in a new paradigm where you can define custom classifications like B2B vs. B2C, marketplace vs. service-based, etc., that are better aligned with your GTM strategy.
To make this more concrete, consider a hypothetical mid-sized marketing agency—BrightLeaf Marketing—that is trying to address eco-friendly brands. Let us assume BrightLeaf has a lead generation list of over a thousand potential targets from which they need to identify eco-friendly brands for their campaigns. Traditional databases are highly standardized and hence, do not offer the precision they need for prospecting. For instance, while Allbirds and Patagonia are good targets, LinkedIn classifies Allbirds as "Retail Apparel and Fashion" and Patagonia as "Retail." Therefore, with the LinkedIn classification, they will not appear in the filtered list of targets, resulting in missed opportunities.
Proper targeting calls for reclassification, but it would be incredibly time consuming, expensive, and error-prone to manually sift through a list of over thousand accounts and reclassify them.
With Tapistro, BrightLeaf significantly simplifies this exercise. BrightLeaf uploads their long list of accounts to Tapistro and defines niche categories like “Eco-Conscious Retailers” and “Green Innovation Leaders,” aligning with their eco-friendly objectives. Tapistro’s AI agents analyze company websites, CRM data, and other internet resources to reclassify the uploaded accounts. Now Patagonia and Allbirds are properly recategorized as “Eco-Conscious Retailers.” This refined classification may then be used for email outreach or to automatically update BrightLeaf’s CRM integration.
Compared to manual processes, Tapistro delivers high-quality, refined custom classifications at scale in a fraction of the time and cost, enabling businesses to craft targeted campaigns with confidence.
Open-Ended Research and Summarization
Conventionally, answering open-ended questions about a target account involves several hours of manual online research. Tapistro changes this paradigm completely. Customers can now create custom queries that Tapistro’s AI agents address autonomously.
Let us look at a hypothetical example illustrating this. Consider a B2B SaaS company called ContentManage specializing in content marketing automation. Assume that they are planning a campaign targeting businesses with large volumes of online content, as these benefit the most from their tools. They have a lengthy prospecting list of potential targets from which to select such businesses. Typically, ContentManage’s team would manually research each of these target websites one by one to document their scale. This is a tiring process that is prone to multiple errors and inconsistencies.
Instead, if ContentManage uses Tapistro, they only need to upload a list of potential target companies (e.g., more than a thousand) and author a custom query: “What is the estimated total number of pages on each company's website?” Tapistro’s AI agents then automatically analyze each site to estimate the size of their website. Soon, ContentManage receives a detailed categorization of targets by website size. With this, ContentManage can not only target large websites that are their core customers but also craft a different message for smaller sites with opportunities for growth.
By automating this nuanced research, Tapistro saves ContentManage hundreds of hours and offers granular insights that conventional manual B2B research could never achieve at scale. This gives them time and bandwidth to explore additional campaigns and expand their prospect base.
Continuous First- and Third-party Data Research
Tapistro’s AI agents go beyond static classifications to perform real-time account enrichment, continuously gathering and analyzing real-time data to provide up-to-date, actionable insights on target accounts. This could be tracking changes such as in a company’s leadership, geographic expansion, or product offerings across a wide range of first-party sources such as CRM, sales pipeline tools, etc., or online sources like company websites, social media, news articles, and industry reports. This dynamic, ongoing research empowers you to make informed decisions based on the most accurate, real-time information available, without manual effort or outdated data, thereby managing costs and increasing accuracy.
Success in Action: How Our Customers Are Winning
A global recruiting services company sought to target high-growth organizations with hiring needs. Initially, they had a broad approach, sending mass mailers and then hoping for a conversation. This led to wasted marketing effort in campaign creation, execution, and monitoring. They then turned to Tapistro to help with prioritizing outreach and ensuring relevance. They used Tapistro’s AI agents to refine their target list continually based on the prospect’s hiring needs from job boards, classified ads, etc., their past and current employee strength to gauge growth, and news articles to assess expansion plans. Tapistro’s AI-based approach helped them create more targeted campaigns at a lower cost with better outcomes and conversion rates.
A large social media company, primarily in the B2C domain, recently launched a new B2B product and was looking to target a list of 5,000 organizations. Yet they lacked a clear strategy for outreach. Tapistro stepped in to evaluate their existing tech stack and implement the necessary CRM integrations to track intent-based signals for account enrichment, segmentation, and activation. By onboarding this organizational data into the Tapistro platform, they enriched the prospective account list with intelligence on employee counts, social media presence, growth plans, etc., from public sources, social media, news, and intent-based signals. With this, Tapistro helped create a prioritized list of accounts as well as provided the right context for the outreach. This accelerated pipeline building while simultaneously bringing down customer acquisition costs (CAC).
In another example, one of our customers organized a large industry event that was very well attended by many prospects, including walk-ins. This yielded a rich event attendee list but posed the classic conundrum of gaining more information about the attendee companies to target them with some level of personalization. With Tapistro, they were able to define niche segments like electronics manufacturers, mortgage brokers, etc., and classify the incredibly long attendee list with great accuracy. This enabled them to set up follow-on conversations with the attendees, enhancing the ROI from the live event.
Similarly, an investment firm sought to target BPOs and used Tapistro’s AI agents to segment the target list of BPOs into niche industry verticals. This enabled hyper-personalized campaigns, achieving dramatically higher response rates.
Ushering a New Era of Hyper-personalized Engagement
Tapistro’s AI-driven tools help businesses dig deeper into their prospective accounts and customers. The power of AI marketing lies in its ability to uncover high-granularity details at scale and continually, thereby enabling hyper-personalized and micro-targeted campaigns in near real-time. By automating manual processes like account research, segmentation, and outreach personalization, Tapistro delivers exceptional results with minimal effort. These AI agents represent a monumental shift for B2B sales and marketing, allowing businesses to achieve higher ROI, reduce campaign costs, and connect with their audience more effectively than ever before.
Ready to redefine your sales and marketing strategy? Tapistro provides the tools you need to unlock your next phase of growth with precision, scalability, and impact.
