Wiland Unveils MarketSignals™ Custom Personas to Revolutionize Audience Segmentation

Wiland™, a leader in data-driven marketing intelligence, has launched MarketSignals™ Custom Personas, an advanced segmentation solution designed to help brands and agencies identify, understand, and activate their highest-value customer segments with unprecedented precision. Unlike traditional persona models built on assumptions or surveys, MarketSignals Custom Personas are generated using actual customer behavior — combining clients’ first-party data with Wiland’s extensive transactional spending dataset to create actionable segments rooted in real spend patterns.

According to Wiland’s CEO Mike Gingell, the new solution fills a critical gap in personalization and growth strategies by delivering segments that go beyond generic clusters to reflect true customer behavior. MarketSignals Custom Personas help businesses find new prospects who behave like their best customers, retain and deepen the loyalty of existing high-value segments, and grow revenue through data-driven insights integrated directly into marketing systems.

What Sets MarketSignals Custom Personas Apart

Traditional personas and off-the-shelf segmentation approaches often rely on generalized assumptions, broad demographic buckets, or survey responses that don’t necessarily translate to real-world behavior. By anchoring personas in verified purchase patterns and transactional data, Wiland’s solution gives marketers a more accurate and predictive view of their audience. This has several key advantages:

• True behavioral grounding: Personas are built on what customers actually do, not what they say they do.
• Customization for each brand: Every persona model is tailored to the unique characteristics and goals of a specific business.
• Immediate activation: Persona tags are appended directly to CRM data and made ready for activation across digital advertising platforms, email marketing, and other channels.

In a world where consumers expect personalized interactions across every touchpoint, having deeply contextualized and behaviorally accurate personas can be a game-changer – particularly for companies focused on precise targeting and maximizing marketing ROI.

Also Read: Nielsen and Roku Expand Strategic Measurement Partnership

Impacts on the B2B Marketing and Advertising Industry

From Static Segments to Dynamic, Actionable Audiences

B2B marketeers have traditionally segmented audiences in terms of company size and type of industry, job titles, and very basic behavior such as website visits or downloads of content. While these have their utility in terms of segmentation, these have very little depth in terms of personalization for a large audience until B2B marketeers use MarketSignals Custom Personas for layering transactional behavior results onto audience models in terms of the way audiences spend in real-world economies.

This means that there will be a greater alignment between strategic planning and execution. For example, the adverts can target consumers who not only identify as a B2B business but who exhibit spending patterns that qualify them for high lifetime value.

Enhanced Personalization Across Channels

While personalization is always high on the list in B2B advertising, in the case of B2B, as we discussed in our introduction, such personalization is also extremely difficult. MarketSignals Custom Personas allow you to create deeper profiles that encompass purchase behaviors, spend behaviors, and even affinities for individual brands and solutions. These can then feed into multi-channel campaigns such as programmatic display, social, account based marketing (ABM), email automation, and even CRM nurturing programs.

By enriching personalization strategies with high-precision audience data, B2B marketers can:

• Craft more relevant messaging for different roles within target accounts
• Tailor content experiences based on past purchasing or engagement behavior
• Reduce wasted ad spend by avoiding broad, undifferentiated audiences

This level of sophistication can elevate not just campaign performance – but also overall brand relevance and trust in increasingly competitive B2B markets.

Stronger Alignment Between Marketing and Sales

In the world of B2B businesses, one of the largest challenges that exist is the alignment between the marketing and sales teams on a common understanding of the customer. MarketSignals Custom Personas will eliminate these challenges since a common language on the behavior of the customers can now be applied. For instance, market segments that are based on real spending behavior can assist the sales force in planning on which businesses to target based on their revenue-generating capacity while the marketing teams can develop messages that appeal to their respective motivations.

Such a harmonious understanding of the customer segments promotes collaboration, resource allocation efficiency, and the entire buyer process for the enhancement of conversion rates and the shortening of the sales cycle.

Broader Effects for Businesses Operating in the Industry

Across industries – from retail and financial services to travel and tech – the ability to precisely find, keep, and grow high-value customers is increasingly tied to how effectively organizations leverage data. MarketSignals Custom Personas give businesses a tangible competitive advantage by:

• Reducing marketing waste: Precision segmentation helps focus budget on the most valuable audiences.
• Improving customer retention: Understanding behavior patterns enables more relevant customer retention strategies to be formulated to appeal to retained customers.
• Uncovering growth opportunities: Custom segments can identify the audience that could be well served.

As the digital ecosystem becomes noisier and competition heats up for consumer attention, tools that provide deeper audience intelligence and make segmentation actionable in real time will be key differentiators. Wiland’s latest innovation marks a strong step toward data-driven marketing that is both precise and practical, enabling businesses to unlock value at every stage of the customer lifecycle.