Firms tend to go through a whole process in order to decide how best to divide up and conquer their market. The STP Process or Segmentation, Targeting, and Positioning process is how firms ...

Every brand wants to be top of mind with potential customers. But this takes more than a catchy slogan or a sleek logo, especially when you're forging relationships with B2B clients. You need to ...

Market segmentation is a marketing strategy that uses well-defined criteria to divide a brand's total addressable market share into smaller groups. Each group, or segment, shares common ...

From all my years in research and consulting, I think I’ve learned a thing or two about marketing worth sharing. Enduring fundamentals, mostly—yet often overlooked. So, over the course of my biweekly ...

Strategic marketing is a long-range system for choosing markets, shaping demand, and linking choices to business goals and sustainable growth. The discipline sets priorities for product or service ...

Within B2B marketing today the adage “know your customer” has never been more relevant. The future of such lies in the ability to not just understand broad audience segments, but to drill down into ...