Highly effective B2B customer segmentation goes beyond buyer personas and firmographics. By using today’s intelligent value selling tools, successful marketers are realizing profound, actionable insights to more fully inform their segmentation initiatives.
Fundamentals, in most competitive endeavors, are what we must first learn and master in order to perform well. They provide us with confidence in setting basic direction and a stable foundation when the going gets rough. In marketing, sound fundamentals help set strategic direction, guide tactical plans and provide benchmarks for determining execution and performance.
The other day I caught a reference on an episode of Mad Men to the Four P’s. The episode was set in the early 1970’s, which means Phil Kotler’s game-changing concept of the Four P’s (product, price, placement, and promotion) had just recently been published in his book, Marketing Management: Analysis, Planning, and Control.