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. The biggest segmentation error that people make is to start with the "who" or "what" and segmenting the market using criteria such as industry verticals, company size or geography and other dimensions because this data is easy to gather. Focusing on WHO a buyer is makes for more easily observable and actionable data that can be used to define segments and their boundaries. HOW DO I MARKET TO SEGMENTS? MORE >>

Measurement and ROI are constant themes in the social media world.  How do you PROVE the value of Twitter?  Like most questions in business, the answer is, “it depends,&#   but I’d like to offer a couple practical ideas that might help you when this inevitably comes up at your company. First, let’s establish a crucial point. There are MANY benefits to Twitter besides direct sales.  You might gain information, competitive intelligence, insight,  a new supplier or partner, publicity, brand awareness, an idea, customer insights, and yes, even a potential customer.  Balance.  MORE >>

Most PPC (pay-per-click) software is focused on helping advertisers manage bids on keywords, WordStream’s new AdWords Quality Score Management Tools are designed to boost quality scores in Google AdWords campaigns while driving costs down. These tools are now incorporated into WordStream’s flagship PPC product and should make it much easier for AdWords advertisers to develop more cost-efficient and effective campaigns. AdWords Quality Score is assigned by Google based on relevancy and click-through rates and has a big impact on how successful campaigns are. MORE >>

Earlier this year, DemandGen Report conducted some interesting research on the today's b2b buyer. The research focused on the buying characteristics of 100 business-to-business buyers who purchased a business solution within the last 12 months. ran into Andrew Gaffney, the Publisher and Editor of DemandGen Report, at last month’s Pardot user conference in Atlanta. really enjoyed his presentation and insights on the new online sales funnel. Here are some highlights from his survey: No related posts. MORE >>

If you're in digital marketing, you know what I mean just reading the title. You're sitting at your desk and the email lands in your inbox with a thud: someone important in your company just did a search in a major search engine on a MORE >>