Before I get started on this post let me make one thing absolutely clear. I am a DATA JUNKIE. My job is to develop digital products, online destinations and engagement campaigns using the latest behavioral scoring technology available; technology that allows one to gather primary data on the audience that is interacting with the products. Lately, I have really had a hard time embracing granular segmentation strategies especially around B2B and product development. I mean, who are we talking to anyways? Glass buildings and steel infrastructures or is there a better way to approach this? The notion that consumers or, for simplicity sake, HUMANS are not the collective influence of a corporation and its day to day decision makers makes traditional B2B marketing a flawed construct that should be re-examined. Well this got me thinking even deeper... or shallower for that matter. Let me start by discussing the problem as I see it. We'll get to a new approach I am pursuing just a bit later in the post.