Forget content: the oft-overlooked king in today’s increasingly complex B2B landscape is the customer. As well as being always – or nearly always – right, the customer is the start and end point of ...

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 ...

When it comes to market segmentation, I don’t see truly well-documented cases often. At a more simplistic level, we think of classic matrices such as BCG or McKinsey’s. But the real exercise of ...

Whether due to lack of knowledge, time, budget or planning, many companies fall short of the mark when it comes to targeting the right audience. It is essential that marketers know how to define, ...