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Everything Technology Marketing
JANUARY 31, 2012
4 - Targeted segmentation & messaging With much "distraction" by social media, marketing automation and new marketing tactics, marketers are re-discovering fundamentals such as market segmentation. For marketing, well-defined segments means more targeted messages and programs that resonate with buyers.
Everything Technology Marketing
AUGUST 22, 2010
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. Why go after only a few target segments when there are so many buyers outside of these segments to be converted? In short, they are more profitable.
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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. And always watch out for surprises like new, unexpected customers that are enthusiastically adopting your product but don't fall into traditional segment definition.
Everything Technology Marketing
JULY 10, 2010
Pragmatic Marketing Framework One of the best known frameworks in product marketing is from Pragmatic Marketing. Very clean and structured, it lists all major areas that need to be designed, built, and managed by product marketing and product management.
Everything Technology Marketing
OCTOBER 10, 2010
What are the specific use cases of your product to realize the value customers are looking to unlock? Are there innovative or "exotic" uses of your products that you observe with new customers that might indicate a new or bigger market segment that is currently untapped? What value driver represents your best opportunities?
Everything Technology Marketing
APRIL 8, 2010
In the “old days”, the mainstream marketing approach was to interrupt and engage prospects, educate them on the vendors offering and move them through the sale cycle towards a transaction – a very vendor and product centric approach. Make sure your content is problem and solution focused and doesn’t only talk about your product.
Everything Technology Marketing
MAY 24, 2010
They educate themselves on the nature of their business problem, possible solution options, available vendors and products. Today's prospects filter out most attempts by companies to interrupt them with vendor and product focused marketing messages and sales pitches. B2B buyers are more sophisticated than ever.
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