Season 2 Ep.6: Is B2B Segmentation Impractical?

Many B2B's have had the initial excitement of creating a needs-based segmentation strategy...only to have it fizzle out due to poor buy-in and bad execution of the initiative. They conclude that "it doesn't work." But it is actually very practical! And the answers to successfully implementing are easier than you think! Listen to the team give tips on how to make this powerful, differentiating approach work.

Om Podcasten

I am Tom Spitale, a Partner at Impact Planning Group - welcome to our Podcast! Along with my colleagues and Partners Mary Abbazia and Sean Welham, we are the authors of "The Accidental Marketer" published by Wiley. Through our book and our consulting practice, we help (mostly B2B) Accidental Marketers create unique and compelling strategies that differentiate their products and services from the competition. Our podcast addresses important B2B strategic marketing issues and is designed to help listeners maximize profits in their area of responsibility by creating, communicating and capturing (via pricing strategies) more value for customers than competitors do.