Every customer your business interacts with has unique needs, tastes, budgets, and more. So, it doesn’t make sense to treat all your customers alike. A marketing campaign that tries to speak to your ...

The pandemic has been a huge reset of our times. The historical understanding of customers and their segments is undergoing change. In fact, I'm finding that new-age customers are multilayered and ...

The most common challenges facing B2B marketers today is knowing who your customers are, understanding what makes them different, and figuring out how you can get them to convert. Most marketers ...

Several recent happenstances are transforming marketing. For one, the unprecedented explosion of data being created by consumers, businesses, and governments offers immeasurable value for ...

Market segmentation is the science of dividing an overall market into customer subsets or segments, whose in segment sharing similar characteristics and needs. Segmentation typically involves ...

Brands chasing growth through new segments often alienate their most loyal customers. Here’s how to manage segment conflict before it breaks your brand. Segment conflicts matter. Customer segments ...

Everything you need to know about personas, segmentation and fueling customer insights with data. Many brands use personas and persona-inspired segments in conjunction with analytics to uncover trends ...

In today’s competitive market, companies must rethink how they connect with customers. Market segmentation—the practice of dividing a broad market into subgroups based onshared characteristics—has ...

All people may be created equal, but the same can’t be said for customers. Everyone knows that some customers are more profitable than others. Conversely, some are downright unprofitable. Knowing ...

Fifty-nine percent of recently surveyed companies executed a major market-segmentation initiative in the previous two years. Yet only 14% derived real value from the exercise. What's wrong with market ...