Importance of Segmentation in B2B

Over the past several years, consumer (B2C) marketers have continued to improve on customer segmentation schemes.  Because of the wealth of consumer attributes available in the marketplace, marketers can segment by lifestyle, psychographics, demographics, buying behavior, as well as internal data attributes.  All of this data allows for very specific segmentation schemes — and the [...]

Smart Marketing — Relevant Content with Analytics

As a supporter of using an analytical approach to marketing, I’m always interested in new studies that come out regarding what is working (or not) in our field.  It is always interesting to see how people react to various marketing channels, and the ways in which marketers attempt to communicate and engage with prospects and [...]