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Digging Deeper for Actionable B-to-B Segmentation

November 29, 2012
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In the course of client work, we’ve served business-to-business clients from a range of industries, including electronic connectors, office furniture, cable network providers, direct mail printers, automotive and many others.  An important learning is that while there is no one "best approach" to B-to-B segmentation, many approaches don’t dig deep enough to allow advantaged insight. Starting with the B-to-B basics: Dig deeper for actionable B-to-B segmentation. In most B-to-B segmentation, most businesses make a first cut at the most basic level—how much of your firm’s revenues and profits does each B-to-B customer segment (or large individual account) represent today, historically...

 

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Good, reliable market information, based on good, reliable marketing research, is more important than ever to businesses of every size and description. But nowhere is it more critical than in the business-to-business marketplace. Business to Business Marketing Research

Good, reliable market information, based on good, reliable marketing research, is more important than ever to businesses of every size and description. But nowhere is it more critical than in the business-to-business marketplace....

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<i>The Business of Database Marketing</i> covers all the bases for the typical business reader.  It even includes a catalog of the 37 “Best Practices” and a roundup of some of the major “Dos and Don’ts” in making business sense of the world of database marketing.  It will be the one easy-to-read and easy-to-understand guide for putting database marketing and customer relationship management to productive use for every business. The Business of Database Marketing

The Business of Database Marketing covers all the bases for the typical business reader. It even includes a catalog of the 37 “Best Practices” and a roundup of some of the major “Dos and Don’ts” in making business sense of the world of database marketing. It will be the one...

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