Campaign misalignment is one of the biggest reasons for failed marketing campaigns. It means that the marketing campaign uses a different messaging than what the company typically has on its main website.
In B2B sales cycle, the decision to purchase a product has typically been in the hands of multiple people. Even though decisions are made lower in the organization than ever before, it's still relevant to understand that there are multiple people (with personas / job titles) influencing a sale. Some relevant roles to the sale include: economic buyer, end-user, technical buyer, and decision-maker. These roles can be one and the same person.
Startups represent a large audience and while they may not have the purchasing power of a Fortune 500 company, they still control a lot of the word of mouth and influence related to products and services. Targeting startups is easy with firmographic segmentation using a revenue range and founding year.
Most B2B companies can't sell to target customers of all sizes (the exception to the rule being companies like Intercom and Hubspot). The reason behind it is simply how the sales are organized in the company. If you do want to target customers of any size, make sure your sales is aligned to the size of the target customer and you're using proper firmographic segmentation.
There are a lot of products and services, especially in computer software, that don't serve just one industry. However, different industries have different special needs when it comes to the kind of service and use cases they need. Read more to learn how to speak directly to different industry needs.