Segmentation is one the key pillars of marketing today. Put simply: When you don’t segment, you don’t personalize; when you don’t personalize, you hugely reduce your connection with the people you’re trying to reach; when you don’t connect with your audience, you limit your impact, no matter the marketing you’re doing for your product.
Marketers use segmentation for different purposes:
- Customer-relationship-management segmentation: Segment by firmographics (e.g. company revenue, how many employees) and customer info (e.g. customer value).
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