There are a myriad of different B2B customer segmentation approaches being used out there, but they can essentially be boiled down to three basic methodologies that seem to be the most widely used and also the most actionable:  Industry/Firmographic, Customer Tiering & Needs-Based Segmentation. Benefits :  Relatively low cost, easy to measure and easy to communicate to sales. Drawbacks :  Difficult to scale since customer needs can vary within a segment. Company Example :  See how FedEx created tailored, segment-specific offerings and collateral based on customers’ industries. MORE >>

by Jesse Noyes | Tweet this A cold shoulder in the hallway, a steely gaze in the weekly meeting: these are the signs that lead many marketers to ask, “Why doesn’t my CMO like me?”. Marketers might blame it on a clash of personalities or a personal grudge. But often personality isn’t the problem; it’s performance. And marketers can address these issues head on. asked a few Chief Marketing Officers to explain what gets under their skin. Tackle these and you’re far more likely to get the ear – maybe even the admiration – of the CMO. Stick to the Strategy. Ideas are the currency of marketing. MORE >>

When I go through the online news I am focused on information about social media. Mostly when I see information about social media marketing they are attached to the word “campaign”. wonder because everybody knows that communication in social media can’t be done as a campaign when it should be done successful. It should be authentic and ongoing to bring positive results. But sadly for some people out there social media is still seen as some kind of marketing message blasting machine and not as a valuable source of connection and communication with recent and future customers. MORE >>

Doing a blog is a major commitment and lots of us haven’t pulled the trigger for just that reason. But I’m sure you’ve got good content to share, but how do you do it? Jeffrey Cohen had an interesting post on socialmediab2b.com, 6 Ways to Create and Share B2B Social Media Content Without a Blog that I found to be interesting. You can house great content on your website and use links in social networks to bring them your info. YouTube – Shoot a quick video (use your phone) with a product manager highlighting one key feature of a product. MORE >>

by Jesse Noyes | Tweet this You knew it was coming and today it arrived. Facebook rolled out the Timeline for pages. So what does it mean for your brand’s Facebook page? First off, it’s going to mean more work upfront. Secondly, you’ll have greater control over your page. But most importantly, brands will have the opportunity to share their story – from their origins to important milestones – in a more encompassing way. Just like users can highlight key moments in their life, so can the brands they follow. In other words, it’s time to dig into your brand’s archives. It’s succinct.). MORE >>