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Segmenting Your Target Market Once you have a solid ICP, it’s time to break your TAM into smaller, more manageable pieces. This process is called marketsegmentation. The bottom-up approach can give you a realistic baseline, while the top-down approach offers a broader view of the market opportunity.
With martech budgets under greater scrutiny in the current environment, marketing leaders are expected to be able to demonstrate ROI for any newtechnology investment. San Francisco-based Salesforce was founded in 2007 but it purchased Pardot in 2013. Dallas-based Thryv was founded in 2013 and has 2,400 employees.
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