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Segmentation

Segmentation articles by the best and brightest in the field

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She's Waiting: Five Ways to Reach Women via Sustainable Business Practicesby Andrea Learned
An authentic and established sustainable commitment resonates with women. Here's how companies can work toward more sustainable operations, offer products that reflect that intention, and (in doing so) create good business with a double whammy. [Read the full story] Marketing Articles: Segmentation
How to Target Your Prospects With Military Precisionby J. Woody Meachum
Predicting where your prospects are online is tricky—and often expensive. And it's not always about where they are but also what are the best ways to reach them. How should you decide where to start? The military has utilized a system called CARVER, a mnemonic term for the weighting factors used to identify and prioritize targets. CARVER helps to discover the greatest opportunities to inflict the most damage while employing the lowest amount of available assets. CARVER stands for... Criticality Accessibility Recuperability (return-on-investment) Vulnerability Effect Recognizability For marketing purposes, CARVER can be applied to help determine which digital marketing tactics would work the best to target your prospects with a proper budgetary assignment. [Read the full story] Marketing Articles: Segmentation
Boost Email Marketing Response With List Segmenting and Triggered Emailsby Neil Anuskiewickz
If you are an email marketer who is doing traditional "batch and blast" email marketing, now's a good time to start segmenting and sending triggered emails. Doing so allows you to send more relevant emails and achieves better response from your subscribers. [Read the full story] Marketing Articles: Segmentation
How to Win the Hearts and Minds of Hispanic Customersby Jorge Aguilar and Andrew Pierce
With the Hispanic population in the US expected to surpass white non-Hispanic inhabitants by 2030, marketers are scrambling for ways to tap into growing spending power while generating loyalty to their brands. Strong, enduring brand loyalty can be built among Hispanics, but not by using tactics that work for white, Middle America. [Read the full story] Marketing Articles: Segmentation
Five B2B Email Marketing Tipsby Stephanie Miller
Email marketers are perpetually caught in the middle. On the one hand, we are celebrated for being the go-to resource for generating short-term revenue results. On the other hand, the applause dies down when the budget talk comes around and we continue to be handicapped by limited investment and strained resources. What's an email marketer to do? Here are five ideas. [Read the full story] Marketing Articles: Segmentation
Getting Started With Segmentation: It's Not Just RFMby Anna Billstrom
You may or may not be using the basic segmentation strategy of RFM (recency, frequency, monetary): dividing your email mailing list into a few buckets based on recency in ordering or visitation to the site, the number of times they've ordered or visited the site, and the lifetime spend. But here's a better approach to segmentation. [Read the full story] Marketing Articles: Segmentation
How to Make Your Email Program More Productive in 2008by Reggie Brady
If you haven't done it yet, now is the perfect time to map out plans for your email program. Any changes you might make in the first few months of the year will stand you in good stead; any plans or changes that you implement in the first quarter should pay dividends for the balance of the year. Here are several actionable ideas. [Read the full story] Marketing Articles: Segmentation
Five Keys to Using Innovation to Acquire and Retain Customers (Part 3 of 3)by Leland D. Shaeffer
In Part One and Part Two of this series, the author discussed using "voice of the customer" (VOC) in defining innovative core products and services. The focus was on breakthroughs in the basic product, on hitting the home runs. Here, we take a different perspective—using innovation to acquire and retain customers once the core product or service is defined. [Read the full story] Marketing Articles: Segmentation
How to Expand Your Vision to Include Marketing's New 4 Ps: Pearls, Pumps, Purses & Powerby Gerry Myers
The traditional marketing mix focused on the 4 Ps of Product, Price, Place and Promotion. Today, marketers need to expand their vision to include the new 4 Ps of Pearls, Pumps, Purses, and Power. To capture the $0.85 that women spend out of every dollar, it is time to rethink how marketers are approaching their jobs. [Read the full story] Marketing Articles: Segmentation
How Nike Women's Marathon Wins the Gold in Marketing to Womenby Marti Barletta
This past weekend, Nike hosted its 4th annual Women's Marathon in San Francisco... and, friends, this is no ordinary marathon. Yes, it's still 26.2 miles of courage and pain, but this course is also full of female-friendly delights and surprises. Specifically designed with women in mind, the Nike Women's Marathon motivates women to bring their body, mind, spirit, and camaraderie to run their best race. Let's take a look at the core marketing-to-women strategies that Nike is using to elevate the impact of this event. [Read the full story] Marketing Articles: Segmentation
MP Classic: Four Ways to Get More out of Your Annual Planning and Budgetingby Jim Lenskold
In this MarketingProfs Classic, Jim Lenskold reminds us that, since the dreaded annual planning and budgeting process isn't going away, it's time to make the effort to get more value out of the process. Jim writes, "Here are four ways to use financial insight to create more profitable strategies and tactical plans while building greater credibility with your executive team." [Read the full story] Marketing Articles: Segmentation
Five Steps: How to Mine for Net Promoter Gold by Listening Hard to Detractorsby Jeanne Bliss
If you are adopting Net Promoter as part of your survey/metrics approach, there's a rich part of the findings that many who are implementing this approach don't consider: learning from your "Detractors." Here, Jeanne Bliss focuses on Detractors, and how to mine the gold by listening hard to their feedback to improve your organization and relationship with your customers. [Read the full story] Marketing Articles: Segmentation
How to Use Email Segmentation to Shorten the Sales Cycleby Stephanie Miller
Selling now takes more time and resources then ever before. In fact, the sales cycle has become 22% longer as buyers more carefully consider their decisions. If this true for you, then consider it a great opportunity for email marketing segmentation strategies. By segmenting your prospects, you can boost revenue, improve conversion from email marketing, strengthen buyer satisfaction, and build your brand. Sound like a tall order for a segmentation strategy? Consider these ideas. [Read the full story] Marketing Articles: Segmentation
25 Metrics to Prove Marketing Drives Salesby Roy Young
Driving sales is what B2B marketing is all about. Although the precise roles and responsibilities of Marketing may differ from company to company, your marching orders are the same: Help Sales produce more with less. All marketers want to know best practices and share experiences about driving sales. Here are 25 metrics you should select from to prove marketing drives sales... and to track progress. [Read the full story] Marketing Articles: Segmentation
Marketing to Women—We've Come a Long Way Baby... (Maybe)by Marti Barletta
Savvy companies like Dove, Ponds, and Nike know that women are empowered, and those companies have shown us how powerful the images and stories of real women are. What's next on the Marketing to Women horizon? [Read the full story] Marketing Articles: Segmentation
What Under Armour and Trojan Know About Gender-Specific Marketingby Andrea Learned
A few more traditionally male-oriented brands are connecting with the women's market in clever ways, and it is worth taking note of their approaches. Take, for instance, the Under Armour and Trojan brands, each of which has relatively new ad campaigns that bear this out. In both cases, the brands dialed into the specifics of the humor, tone, message, and design they know to be effective for their existing typically male market, but they developed approaches that definitely invited women into that conversation. [Read the full story] Marketing Articles: Segmentation
Five Critical Keys to Reaching the Boomer Consumerby Mary Furlong
As more businesses become aware of the unprecedented number of people around the world who are approaching age 60, more of them are getting serious about reaching Boomers. Call it the new Silver and Gold Rush. Smart businesses understand that the old media—print, radio, and television—won't be enough to reach this market. To communicate with Boomers, your business will need to evaluate and choose among a wide variety of online and offline marketing methods. [Read the full story] Marketing Articles: Segmentation
An Insider's Guide to Creating Podcasts - Part 2by Lisa Johnson & Cheri Hanson
Podcasts are an excellent way to share your latest findings and juiciest developments in a medium that's engaging, fun, and portable. If you're thinking about podcasting, here's the second installment of an insider's peek at the creation of a podcast series, complete with professional tips from a talented audio team. [Read the full story] Marketing Articles: Segmentation
Pond's Starts Over With 'The Starter Wife'by Marti Barletta
Let's give it up for Unilever! This company has not made any false moves on the marketing-to-women front, and the "presenting" sponsorship for its Pond's brand is another smart strategy in a long line of savvy business decisions. With its sponsorship of "The Starter Wife," Pond's gets its name linked to the show in all online and offline media, plus product placement in the show, integrated marketing, and promotions—and most importantly, a new brand image. [Read the full story] Marketing Articles: Segmentation
The (Shiny and New) Way to a Woman's Heartby Marti Barletta
Mother's Day is almost here, a day filled with fresh flowers, delicious dark chocolates, fancy fragrances, and gem-filled jewelry. But is that really the way to a woman's heart? What'll really make her swoon is sleek, metal, shiny, and fast. [Read the full story] Marketing Articles: Segmentation

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Segmentation mini articles distilling bite-sized advice (from our Get to the Point newsletters)

Just Send Me the Dry Red OnesEmail Marketing
Back in the days of the Model T, Henry Ford could get away with offering customers any color they wanted—as long as it was black. Ridiculous as that mentality sounds...
Scratch That NicheSmall Business
Reaching a niche audience—and only those people—can be tricky. But in a post at his eponymous blog, Seth Godin proposes the inventive approach of piggybacking onto a product that your...
Target Jim and MaryCustomer Behavior
Research has uncovered quite an interesting effect that guides customer brand choices. They call it the "name letter branding effect." The NLB effect shows that customers are more likely to...
When Less is MoreEmail Marketing
You've crossed all your marketing t's and dotted all your best practices i's with a relevant, enticing offer sent only to subscribers who opted in to your campaigns. You're anxious...
Can You Do a Split?Email Marketing
If you don't use A/B-split testing to analyze the results of your email campaigns, you probably aren't getting the full picture. According to a whitepaper from L-Soft, "Results can show...
Oh, Behave.New Media
It's knowing where prospects are—and how they behave—that's paying off for today's New Media marketers. Their advertising dollars are in hot pursuit of a fragmented audience that now receives thousands of channels...
OMG! The Coupons Are Here!Marketing Inspiration
In his book, The Age Curve: How to Profit from the Coming Demographic Storm, Kenneth W. Gronbach tells a story about stopping at the top of his driveway to retrieve...
You Can't Beat $5 Sunglasses ... So Don't TrySmall Business
In a post at his Influential Marketing blog, Rohit Bhargava talks about walking down the street in New York and watching people as they buy $5 sunglasses from street vendors....
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...
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!New 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 ThinkNew 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...
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 Behavior
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...

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Paid Search Advertising Template
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