How many clusters does a typical B2B company need?
Start small, make them actionable, and scale by use case—not by math alone.
What to prioritize
Do / Don’t
| Do | Don’t | Why |
|---|---|---|
| Start with 3–5 clusters | Launch 8–12 at once | Focus drives activation and adoption |
| Define by use case | Define only by math | Business meaning sustains value |
| Set entry/exit rules | Leave boundaries fuzzy | Prevents drift and confusion |
| Map to channels & offers | Skip activation planning | Segments won’t change outcomes |
| Review quarterly | Lock for a year | Markets and data evolve |
Common B2B cluster examples
- New Logo ICP (primary acquisition motion)
- Expansion (cross-sell/upsell opportunities)
- Retention-Risk (save/adoption programs)
- Strategic/Enterprise (ABM, multi-threaded deals)
- High-Velocity/SMB (product-led or inside sales)
TPG POV: Adoption improves when clusters mirror sales language and are governed with clear entry/exit rules and dashboards.
How we keep pages unmistakably you
Generic pages happen when teams skip voice definition and governance. We start with a focused discovery sprint that studies your top-performing assets, sales recordings, and brand docs to extract tone (plain vs. technical), stance (pragmatic vs. visionary), cadence (short vs. long sentences), and the exact phrases customers expect. We also capture boundaries: words to avoid, capitalization rules, and preferred CTA style. This becomes a compact voice profile and glossary that every brief references.
Each page is then drafted to a shared brief with a one-line answer, “say this / not that” examples, approved internal links, and the CTA in your style. Editors enforce the profile; stakeholders review deltas—not full rewrites—so decisions move quickly. Before publish, Web Ops runs a voice QA checklist inside the CMS covering terminology, contractions, punctuation, CTA phrasing, and schema labels. Post-launch, we spot-audit live pages monthly and feed improvements back into the profile and briefs. TPG POV: Consistency scales when voice is operationalized—we embed the profile, glossary, and checklist into templates and dashboards so every contributor can ship confidently.
Voice quality metrics & benchmarks
| Metric | Formula | Target/Range | Stage | Notes |
|---|---|---|---|---|
| Voice QA pass rate | (Pages passing all voice checks ÷ total)×100 | ≥ 95% | Publish QA | Checklist is a go/no-go gate |
| Terminology coverage | (Correct glossary uses ÷ total instances)×100 | ≥ 98% | Edit | Automated and spot checks |
| Stakeholder delta rate | (Words changed by stakeholders ÷ total)×100 | ≤ 5% | Review | High deltas trigger profile updates |
| Time to publish | Approved draft → live (hours) | 24–72 hours | Publish | Depends on queue/approvals |
| Consistency audit score | (Pages meeting 5 voice rules ÷ sampled)×100 | ≥ 90% | Monthly | Tone, terms, CTA, links, schema |
FAQ
Related resources
Data & Decision Intelligence · AI-Driven Personalization · Talk to TPG