Identifying Target Markets

When KPMG UK became the first business to report our socio-economic background pay gap and set a senior socio-economic background representation target in 2021, I said it would take a collective and sustained focus, through organisations working together, to make real and lasting change. Last year, in partnership with Bridge Group, our pioneering study – the biggest ‘progression gap’ ever published by a business – found that socio-economic background has the strongest effect on an individual’s career progression. Our goal was to deepen understanding of social inequalities in the workplace, while sharing these insights with the wider business community. Socio-economic background can be complex and emotive. It requires us to confront how our upbringing shapes the opportunities we have access to later in life. But as businesses we need to lean into this discomfort if we are to make progress. So I’m delighted that we are co-sponsoring the ‘Levelling the Playing Field’ report published today by the The Social Mobility Foundation and Bridge Group. This is a practical guide to help employers calculate their socio-economic background pay gap.   Improving opportunities for those from lower socio-economic backgrounds is not only a moral imperative, but an economic necessity for the professional services sector and the wider UK economy.   https://lnkd.in/e4J-zMKa #SocialMobility #ClassPayGap #ClassPayGapDay #OurKPMG 

Quantum computing is no longer speculative—it’s becoming an investment priority. In 2023, European quantum startups outpaced North America, raising $781 million (three times the $240 million raised in the US). Globally, quantum startups raised $2.2 billion, a massive jump from $522 million in 2019. This isn’t happening in a vacuum. Governments are fueling the momentum. The UK has committed $4.3 billion to quantum technologies, while Germany has pledged $3.7 billion. At the same time, VC interest is holding steady, even as funding dries up in other tech sectors.   Quantum technology will have a wide-reaching impact, from cybersecurity and financial modeling to drug discovery and materials science. Pharma will likely see the earliest impact (drug development and molecular simulations using quantum).   In 2022, Finnish startup Algorithmiq raised $4 million for quantum-powered drug discovery, while Paris-based Qubit Pharmaceuticals secured $17 million for molecular simulations. Another European company, Terra Quantum AG, based in Switzerland, raised $75 million to scale its quantum-as-a-service model, which has direct applications in pharma and beyond.   Big Tech is also all-in. Google, IBM, Intel Corporation, and NVIDIA are pouring resources into quantum hardware and software. Meanwhile, publicly traded quantum companies have seen their stocks surge, signaling growing institutional confidence.   At APEX Ventures, we invest in revolutionary quantum startups. We are partnered with kiutra, enabling the second quantum revolution with easy-to-use and sustainable cryogenics, and planqc, building quantum computers that store information in individual atoms.   For founders and investors, the question isn’t whether quantum will matter—it’s when. The trajectory is clear: capital is flowing, enterprise adoption is accelerating, and governments are fully committed. If AI dominated the last decade, quantum may own the next.   #Venturecapital #AI #Deeptech #Startups  Follow us at APEX Ventures and subscribe to our newsletter for exclusive content on groundbreaking Deep Tech startups:   🔗 https://t2m.io/EV2qHQuo

Here's a 10-minute audience research hack — no surveys, no fancy tools. 1) Export analytics on your highest-intent LinkedIn post. Click the three dots → Export. (Screenshot below.) 2) Open the spreadsheet and skim the Top Demographics tab. Yup — these are the people who engaged with that post! Note the leading job titles, seniority levels, industries, and locations. 3) Fill in the blank for yourself: “My next marketing email is going to [seniority]-level [job title] who typically work in [industry].” Example: “Senior-level founders and marketing directors in advertising.” 4) Let that sentence steer your copy. If you can, mirror the exact words your audience uses in subject lines, headers, CTAs. 5) Watch performance lift because the copy starts with audience reality. Not marketer guesswork. Audience research doesn’t have to begin with long interviews or parsing through survey data. Sometimes the insight is hiding in plain sight, buried in your own replies. 🚀 Bonus move, if you *do* want to use a fancy tool: Drop those bio phrases into SparkToro and see what else your "founders" read, watch, and listen to. Instant channel roadmap. Do you have a quick audience research shortcut? Drop it below. I’ll try it out this week!

Witnessing the profound impact of social and economic factors on health has reshaped my perspective on healthcare. Our well-being isn't just determined by what happens in clinics but by our access to food, housing, utilities, transportation, and safety. These factors can profoundly influence our lives, especially for those who are marginalized or economically disadvantaged. In the U.S., nearly two-thirds of primary care physicians screen patients for social needs, yet only about a third screen for financial security, a critical concern for many low-income Americans. This gap reveals a significant mismatch between what physicians are looking for and what patients are most worried about. Our current healthcare system is slowly recognizing the importance of addressing these drivers. Providers, payers, and policymakers are taking steps to integrate social and economic needs into clinical care. This includes screening patients for these needs and coordinating with community-based organizations to address them. However, this effort often requires resources that many practices lack, and some argue that addressing non-medical needs falls outside the traditional scope of healthcare. From my perspective, the evidence suggests that meeting these needs can reduce costly healthcare demands and improve outcomes. For example, food insecurity is linked to chronic conditions like diabetes and hypertension, which require ongoing management. By addressing such needs, we can potentially alleviate the burden on emergency and chronic care services. The Centers for Medicare and Medicaid Services (CMS) have facilitated these efforts by creating pathways to address social needs. Yet, many states, particularly in the Midwest and South, have yet to fully leverage these opportunities. Encouraging more states to participate through simplified application processes and clearer guidance could expand these beneficial programs nationwide., investingIn my work, I've seen the critical need for a healthcare system that addresses more than just clinical symptoms. By focusing on the social determinants of health, we can create a more holistic approach to patient care. This means not only screening for and addressing these needs, investing in community resources, and forming strong partnerships with local organizations. As we move forward, we must continue to advocate for policies and practices that integrate social and medical care. This approach will not only improve individual health outcomes and create a more equitable and efficient healthcare system for all. It's time to rethink how we deliver care in America, ensuring every patient has the support they need to live healthy, fulfilling lives. Read more at: https://buff.ly/4buJ798 #healthcare #hospitals #health #doctors

India's job market is evolving at an unprecedented pace, driven by technological advancements, shifting economic conditions, and changing workforce expectations. In such a dynamic environment, data analytics is no longer just a tool—it's a necessity for businesses and job seekers alike. For Businesses: Smarter Workforce Planning & Hiring 📊 Predicting Hiring Trends – Companies can analyze hiring patterns and industry demand to identify talent shortages or surpluses before they impact operations. 📊 Skills Forecasting – AI-driven analytics can highlight emerging skills needed for the future, allowing businesses to reskill their workforce proactively. 📊 Optimizing Recruitment Strategies – Data-driven insights help recruiters fine-tune job descriptions, salary benchmarks, and even ideal hiring timelines to attract the best candidates. For Job Seekers: Finding the Right Opportunities 📈 Identifying In-Demand Skills – By analyzing job postings and market trends, professionals can focus on upskilling in high-growth areas like AI, cloud computing, and data science. 📈 Salary Benchmarking – Real-time compensation analytics help job seekers negotiate competitive salaries based on industry trends. 📈 Better Career Navigation – Data can reveal career progression paths, helping individuals make informed decisions about transitions and growth. 💡 The Bottom Line? Both businesses and professionals who leverage data analytics will have a significant edge in this ever-changing job landscape. Companies can hire more efficiently, and professionals can future-proof their careers. 𝑯𝒐𝒘 𝒂𝒓𝒆 𝒚𝒐𝒖 𝒖𝒔𝒊𝒏𝒈 𝒅𝒂𝒕𝒂 𝒊𝒏𝒔𝒊𝒈𝒉𝒕𝒔 𝒕𝒐 𝒔𝒕𝒂𝒚 𝒂𝒉𝒆𝒂𝒅 𝒊𝒏 𝒕𝒉𝒆 𝒋𝒐𝒃 𝒎𝒂𝒓𝒌𝒆𝒕? #dataanalytics #datadrivendecisionmaking #workforceplanning #workforcehiring #recruitmentstrategies

To optimize market analysis using Big Data, it is crucial to collect and integrate vast amounts of diverse data, employ advanced analytics techniques, and utilize cutting-edge tools. Ensuring stringent data privacy and security, while building an organization that embraces a data-driven approach, is essential for transforming insights into actionable strategies. Here’s how: 1. Definition of Big Data: Big Data refers to massive, complex, and continuously growing volumes of data. These data are beyond the processing capability of conventional tools, requiring specialized technologies to capture, store, and analyze effectively. 2. Sources of Big Data: Sources include online transactions, customer feedback, social media interactions, and sensor data. These sources provide structured, unstructured, and semi-structured data, offering a comprehensive view of consumer behavior and market trends. 3. Analytical Techniques: Advanced techniques such as machine learning, statistical analysis, and data mining are used to identify patterns and insights within large data sets. These techniques help reveal hidden trends that can influence strategic decisions. 4. Tools and Technologies: Technologies like Hadoop, Spark, and specialized analytics platforms like Google Analytics are essential for handling and processing Big Data. These tools provide the horsepower to analyze vast datasets quickly and efficiently. 5. Market Analysis Applications: Big Data analytics helps companies understand consumer behavior, predict market trends, customize offerings, and optimize marketing efforts. This leads to improved customer satisfaction, increased sales, and a better overall competitive edge. 6. Data Privacy and Security: Complying with data protection regulations such as GDPR is essential for maintaining trust and legality in using Big Data. Companies must implement robust security measures to protect data integrity and confidentiality. 7. Organizational Capability: To leverage Big Data, organizations need to develop specific capabilities, including training personnel in new technologies and cultivating a culture that values data as a strategic asset. This may involve partnering with data science experts. 8. Strategic Impact: Using Big Data allows companies to make informed decisions based on empirical evidence, leading to reduced costs, enhanced efficiency, and improved market positioning. This strategic approach enables proactive rather than reactive strategies. Adopting a comprehensive Big Data strategy not only optimizes market analysis but also drives sustainable growth and competitive advantage. #BigData #MarketAnalysis #BusinessGrowth Ring the bell to get notifications 🔔

62.3% of the world uses social media, but less than 1% knows how to measure their social media success (or failure). Here are 11 KPIs to track, for you to really evaluate how well your social media marketing is doing. 1. Conversions – what sales and leads can you attribute to each channel? And what type of content creates the most revenue? 2. Impressions – how many people are you reaching and is it going up or down month over month? 3. Geography – are you reaching people in the regions you currently do business in or plan to? 4. Follower count – it can be a vanity metric, but typically the more followers you have the better off you are. 5. Engagement rate – are a higher or lower percentage of your followers liking, commenting, and sharing your content? 6. Audience growth – when you post content you gain and lose followers. What type of content helps you gain the most followers and which ones lose you the most followers? 7. Direct messages – are you gaining more or less over time? And how many of those direct messages turn into actual revenue? 8. Posting timing – does posting during different times generate you more or less engagement? 9. Mentions – what type of content is creating the most brand mentions? Which platforms do you get the most brand mentions on? 10. Comment sentiment – are most of your comments negative or positive? If they are negative, you probably won’t generate revenue from those users. 11. Retention – what percentage of people stick around to watch the whole video? The longer people stick around, the easier it is to sell them. Look at the drop-off points and adjust your content to keep people sticking around longer.

Email frequency matters more than most marketers assume. An analysis of 53,000 emails and 5,300 purchases across 200 customers revealed a clear pattern: the best results come when brands tailor frequency to buying behavior.  The optimal monthly cadence: ↳ 5-7 emails for frequent buyers ↳ 6-10 for medium buyers ↳ 12-14 for occasional buyers When customers aren’t segmented, 7 emails a month deliver the strongest performance. The highest open rates and most purchases over time. Sending only 4 emails reduces lifetime profit by 32%, while sending 10 cuts it by 16%. The reason is simple. Frequent buyers already know the brand, so too many emails create fatigue. Occasional buyers, on the other hand, read more when they’re still exploring and learning. This makes segmentation strategy the real growth lever. Instead of treating every subscriber the same, match communication frequency to purchase behavior. The balance is all about timing and relevance. The right message to the right segment builds stronger engagement, higher retention, and more revenue over time. How often do you adjust your email frequency based on buyer type?

Where are seed-stage AI companies finding real, outlier traction—think multi-million ARR within months or 10× traffic in a year? We looked at ~30 startups with breakout revenue or traffic growth, and the data points to four themes where customer demand is exploding right now: Agentic Workflows are replacing SaaS Startups are building AI "teammates" and agents that own entire workflows, from SEO to recruiting. The ROI is immediate and the market is rewarding it with real revenue. Generative Tools becoming Pro-Creative Engines    GenAI is moving from a fun toy to a serious creative and marketing platform. Startups are seeing big user growth by empowering both pros and a massive long-tail of creators to build high-quality content and businesses. Dev Stack, Observability & Runtime As LLM apps move from pilot to production, developers need the same primitives they expect for traditional software: repeatable deploys, cost and latency telemetry, and notebook-grade experimentation.  Compute & Inference Infrastructure GPU scarcity and inference costs create urgency for elastic, pay-as-you-go capacity. Teams that package raw compute into a “one-click deploy” experience are becoming a starting point for AI workloads. The big question?  Which of these opportunities will be sustaining, long term independent categories? Personally, I'm most bullish on agentic workflows in the form of AI Teammates being significant long term opportunities. Would love your thoughts. If you’re building in one of these lanes—or see a new one emerging—I’d love to compare notes.

If I was running ABM at a fast-growing security company (like Wiz, Snyk, or Netskope), here's how I'd avoid wasting money on bad-fit accounts. 👇 AI Segmentation. Most companies segment by industry. They say something like: "We target Tech, Retail, and Hospitality companies with 1,000+ employees." Motel 6 and Airbnb show why this breaks. Same firmographic profiles. But very different business situations, needs, and priorities when it comes to information security (or any tech purchase). You wouldn't sell to them the same way. AI Segmentation helps you uncover and target the highest value segments for your business, beyond basic industries. Here's how I would do this for a security company: 1.) Segment on business situation (not industry). -- Analyze your best customers (high NRR, high ACV). -- Group by specific situations that align to your value prop. e.g. Security Maturity Level, Security Use Cases, Compliance Sensitivity, etc.  -- Find the *natural* clusters based on value, not generic industry labels. 2.) Identify segments with AI. -- Use Keyplay AI to categorize every account in your market. -- Backtest segments against historical data to find which segments have the highest NDR, ACV, and Win Rates. -- Find new ICPs, outside generic vertical groups. 3.) Action the data -- Create ABM plays at intersections with highest win rates. -- Develop content specific to each segment combination (e.g., "Cloud Security for Advanced DevSecOps Teams in Retail") -- Refine your segmentation models as you grow. This process can reduce non-ICP Spend (waste) by 20-30% and help you find thousands of net new target accounts. Don't just throw your budget at industries. Find the segments where your solution resonates most, where you win often, win fast, and win big. That's strategic segmentation. p.s. If you want me and my team to kick-start this process for you, we're offering a free strategic segmentation analysis to CMOs at SaaS security companies with >$20M ARR. Get your report here --> https://lnkd.in/gMezS4Zk #ABM #ICP