Quick Reads: Segmentation

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We Were Meant to B2B TogetherB2B Marketing
Should you hire that smart prospect who only has B2C experience? Or does the B2B sales process require a different kind of person (like, say, one with endless patience and tenacity)? John ...
The Cold, Creamy, Refreshing Story of Social MediaMarketing Inspiration
In a video entitled Social Media in Plain English, Lee and Sachi LeFever of Common Craft introduce viewers to the fictional Scoopville, "a town famous for ice cream." For a ...
It's All in Her HeadSmall Business
Everyone knows men and women think differently—some stand-up comedians even build careers parsing the topic—but we're not always sure why or how. And in a post at her WonderBranding blog, ...
Target With a Laser FocusEmail Marketing
To celebrate the 100th "Marketing and Sales Tip" at the B2B Lead Blog, Amy Hawthorne described the email marketing program used by ReachForce to drive lead generation. The key to ...
It's Alive! It's Alive!Social Media
News Flash! The good old days of analog television are over. No longer is your TV a passive presence in your living room. It's on the move! Today's video is ...
Podcasting is Easier Than You ThinkSocial Media
Just as the Internet can make "mom-and-pop" businesses look as formidable as Google and IBM, podcasting enables you to rival broadcasting giants like CNN or the BBC. It puts your ...
Senior Makes Site AccessibleMarketing Inspiration
If you visit a new site called wowOwow.com —or, formally, The Women on the Web—you'll find a guided tour hosted by none other than venerable gossip columnist Liz Smith. She begins ...
Slice 'Em Up!Email Marketing
The usual approach to segmentation in email marketing, says Anna Billstrom, cuts a mailing list into the classic RFM slices: Recency of visits and placed orders, Frequency of visits and ...
The Painless Way to Raise PricesSmall Business
Sooner or later, you're going to raise your prices. An intimidating prospect? Sure, but Drew McLellan says you can implement a price hike without alienating your customers. Just apply a ...
Riding on the Green WaveSmall Business
As environmental awareness goes mainstream, it's worth considering the impact that things like elaborate packaging and other wasteful practices have on your company's image. Your customers are noticing things that would ...
What's Your Specialty?Customer Insight
Marketers choose to position a product on either a single feature or a combination of features. Which strategy you use can materially impact how consumers perceive the item's value and ...
Did He Really Call It a 'Nymphomercial'?Marketing Inspiration
In a post at his blog, Drew's Marketing Minute, Drew McLellan presents the case of Jay Nussbaum, a novelist who figured he might as well use viral video to promote ...
Green with LoveSmall Business
In the weeks leading up to Valentine's Day, candy aisles across the nation usually take on a distinctly pink, white and red palette. But this year, notes Drew McLellan of ...
A Doctor Who Only Makes House CallsMarketing Inspiration
Dr. Jay Parkinson's Web site is stylish enough to belong to an ad agency or a media start-up rather than a general practitioner. Then again, Parkinson isn't like your average ...
I Am McLovin!Marketing Inspiration
Even if you missed the gleefully raunchy hit comedy Superbad, you probably remember clips from a NSFW scene that got heavy rotation in trailers and television ads: A high school ...
It Isn't Easy Being GreenSmall Business
Now is a wonderful time for companies that offer an environmentally friendly product or service. Political, environmental and economic concerns have created a marketplace that's extremely receptive to the idea of ...
Does It Really Say That?Marketing Inspiration
Let's say pop-oriented iTunes doesn't quite cater to your avant-garde musical taste, and you've ordered the latest Zarah release from highbrow retailer CD Baby. An email confirming shipment arrives, and ...
What is Direct Marketing?Small Business
You might hear the phrase, "direct marketing" and assume the category is synonymous with direct mail or is limited to a sales channel like mail order catalogs. In fact, these ...