Everything Technology Marketing

OCTOBER 10, 2010

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. What are the specific use cases of your product to realize the value customers are looking to unlock?

Segmentation 100

Segmentation Lead Ranking B2B Marketing Lead Scoring 100

Everything Technology Marketing

NOVEMBER 14, 2009

What constitutes initial success in this vertical (initial number of adopters, rate of adoption of first buyers)? What constitutes longer-term success in this vertical (market share, share of wallet, number of customers, revenue)? By answering these two questions you can define success for you and your team.

Planning 100

Planning Marketing Analytics Tools Contingency Planning Tactics 100

Everything Technology Marketing

JANUARY 1, 2011

2 – Focus on content marketing (content mapped to personas, buyer's journey, vertical, etc) Content marketing is going mainstream in 2011. This also means that more stringent demands for proof of ROI and revenue impact will be placed on social media investment. You want to be the source buyers are flocking to for this high-value content.

Work Management 100

Work Management B2B Marketing Marketing Management Lead Scoring 100