Intentional Segmentation
The Context The purpose of market segmentation is to enable a company to differentiate its products and messaging and precisely reach targeted customers who have specific needs and wants. It allows the company to increase its overall efficiency by concentrating available
Marketing starts with…
... Segmentation - a B2B Perspective Market segmentation is a process of grouping a diversified market into relatively more congruent segments based on certain criteria. It is not a new concept and certainly does not warrant more discussion at a concept
That is not a Great Question?
There are numerous websites, platforms and programs offering advice, processes and steps on how to write and ask great questions and, there is no shortage of opinion on the ‘power’ of great questions. We all seem to want to ask
No Such Thing as Neutral Branding
The Context Your brand represents the perceptions and experiences connected to your company (values, ideas, quality, positioning, personality, expectations, service levels, etc.). Your brand both creates, and reinforces, associations. A brand has value and that value can change. Branding includes tangible
Meaningful Engagement
The Context Whilst the amounts may differ, all of us are confined to finite resources at any one time. As marketing communicators, determining what we want to say, why we need to say it, and who, when, and where to say
Marketing Metrics to Avoid
Which marketing metrics should we avoid? We cannot measure everything in marketing. I believe it is prudent and more efficient, to not try and measure all that we can measure. So, what should we measure? A different way of asking this