Everything Technology Marketing

OCTOBER 10, 2010

In part one of our segmentation series , we discussed the importance of and rationale behind market segmentation. Let's take a closer look at actual implementation of market segmentation. Focusing on WHO a buyer is makes for more easily observable and actionable data that can be used to define segments and their boundaries.

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Everything Technology Marketing

NOVEMBER 23, 2010

The previous B2B market segmentation exercises ( Part 1 | Part 2 ) likely produced a large number of potential target segments. If focus is one of the reasons for segmentation in the first place, then having too many segments will obviously distract from this goal. What segmentation approach worked for you?

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Everything Technology Marketing

MARCH 14, 2011

And I also learned a few lessons along the way (some were learned the hard way, but I guess that’s how you learn best). It requires a crystal clear definition of your target segments, target buyer personas, and the typical journey your buyers take from problem to buying decision to actual purchase.

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Everything Technology Marketing

MAY 24, 2010

Remember that today's prospects are actively searching for high-value information to help them better understand problems and solutions, make sense of available solutions, select the best fit for their requirements, and ultimately make an informed purchase decision? Now imagine the information customers are finding is yours.

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Everything Technology Marketing

JANUARY 10, 2010

Here you can often see campaigns break down not because of lack of a compelling offer or properly segmented audience but because the call to action is not powerful enough to trigger a response. The best offers never get consumed if your call to action doesn't convert the visitor to even get to the offer.

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Everything Technology Marketing

APRIL 4, 2011

Take the 2011 B2B Content Marketing Survey It may sound easy to create crisp definitions of market segments, buyer personas, and buying stages, and then to build compelling content for each relevant intersection of these three (or more) dimensions. However, the reality of implementing content marketing initiatives is a bit more complicated.

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Everything Technology Marketing

JULY 10, 2010

Pragmatic Marketing Framework One of the best known frameworks in product marketing is from Pragmatic Marketing. The tactics are informed by a deep understanding of the target segments, buyer personas, and their pain and approach to solving it (buyer’s journey) – all derived from the underlying layers.

B2B Marketing 100

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