Technographic segmentation for sharper Insurtech B2B targeting

Most B2B Insurtech companies rely on firmographics or observable enterprise characteristics to define their Ideal Customer Profile (ICP).

A typical ICP might read something like this: “US-based P&C insurers with more than $1 billion in gross written premium, operating in commercial or specialty lines with more than 500 employees.”

While firmographic data is a useful way to define a B2B market, it is a poor predictor of how and what a target account will buy. For example, two carriers can both be in the same firmographic bucket yet have very different technical needs. One may run on a cloud-native core, while the other operates on a legacy, batch mainframe. Similarly, one carrier might already have in place the right API surface and data infrastructure to implement an Insurtech’s offering, while another won’t be able to do so for several years.

Segmentation should do more than classify prospects based on convenient data fields; it should sharpen targeting,…