Marketing segmentation is about subdividing markets into segments of customers that have similar needs and behaviors. This way, vendors can optimize their product offering, marketing, and sales approach to meet the specific requirements of the segment better and more cost efficiently than the competition. In complex markets, segmentation is not trivial. Often, segmentation is seen as "artificially" reducing the addressable market. For marketing, well-defined segments means more targeted messages and programs that resonate with buyers. MORE >>

Many marketing experts have strong opinions on what they think will happen in 2011. Instead of coming up with what I think is going to change in the B2B marketing world in 2011, I decided to ask you and tap into the combined wisdom of over 17,000 marketing professionals in the B2B Technology Marketing Community on LinkedIn. asked you to rank the marketing areas you think will become more important in 2011. Here are the key trends that B2B marketing professionals think are shaping B2B marketing in 2011. Happy New Year! MORE >>

Earlier this week, I was on a panel at the WIT event "The Intersection of Marketing & Technology" in McLean, VA. One of the discussions was about the dramatic changes happening in B2B marketing today and what the future will hold. The question "Is traditional B2B marketing dead?" think we are experiencing nothing short of a major disruption in marketing today. put together an overview of the key dimensions of B2B marketing that I see changing (see below, click image to enlarge). What are your observations on the changes in B2B marketing? MORE >>

It is time again for our annual B2B Marketing "predictions". As every year, I asked the 25,000 marketing professionals in the B2B Technology Marketing Community on LinkedIn about their B2B marketing priorities for 2012. Social media has clearly evolved from the experimental stage to become an established marketing tactic and lead generator in 2011. 2 – Content marketing Content marketing went mainstream in 2011. Marketers often struggle to create magnetic content in the right formats and quantities. Happy New Year! MORE >>

Saugatuck Technology's Bruce Guptill released some interesting market research predicting that by 2014 the majority of new corporate B2B software purchases will be in the form of cloud software solutions (SaaS) rather than traditional on-premise software. What does this mean for B2B marketers selling cloud solutions and software as a service? 1) Focus on the business buyer One of the biggest changes in marketing SaaS vs on-premise software is the makeup of your target audience. This will easily overwhelm even the most sophisticated marketing teams. Here is why. MORE >>