The job of a marketer is to build relationships with consumers. In the past, marketers accomplished this with wide-ranging communication — essentially, “spray and pray” methods. Today, however, ...

Most brand segmentations get quietly abandoned by the marketing teams they were built for. Not because the maths is wrong — it usually isn’t. They get abandoned because they were built to describe ...

Targeted marketing and personalization have evolved dramatically in the last decade. Engaging an audience overwhelmed by the internet’s content farm requires meeting fans where they are, speaking ...

Everyone knows about segmentation as a marketing tool, but now, it seems, it is being applied increasingly in the sales realm as well. For both marketers and sales reps alike, segmentation helps ...