Arguably, the most critical analytical process of marketing is segmentation. Segmenting your market gives you a crystal clear understanding of your customers, plus the basis for precise targeting and positioning. But segmentation is challenging, especially in B2B industries.

Without customer data, it becomes more art than science. If you follow the popular press and many marketing textbooks, you're probably confused by misinformation. The term "segmentation" has been used to signify many things. Typically, you'll find it misapplied to company size, industry and geography in business markets—and to demographics and lifestyles in consumer markets.

As a result, companies are often blindsided by the competition because they haven't correctly segmented their markets. In this seminar you will learn how to properly segment markets—giving you the foundation of a sound marketing plan and making sure you ultimately target the right customers.

Don't continue in confusion about this topic. Using examples primarily from high-tech B2B industries, our very own MarketingProfs founder Allen Weiss guides the way in our 100th online seminar!

Note from Val Frazee, managing editor at MProfs: "I was an MBA student in Allen's core marketing course. This lecture was pivotal to my understanding of how to develop a sound marketing plan. I highly recommend it!"