(Length: 4 pages)

June 2, 2006

Segmentation Versus Personas: Where Should B2B Marketers Start?

by Laura Ramos

with Elana Anderson, Harley Manning, Jennifer Joseph


Executive Summary (This is a document excerpt)

Most B2B firms segment prospects and customers by basic criteria like company size, industry, and geography. Unfortunately, with this approach, it is difficult to precisely align marketing messages with buyer pain points or purchase cycle stages. B2B marketers improve their customer knowledge when they base segmentation on prospect roles, needs, or preferences, rather than sales-centric categories. By applying customer-centric segmentation criteria and using the principles of Scenario Design, B2B marketers can develop communication strategies that resonate with the specific business challenges and life-cycle issues that customers face.

Buy Risk-Free

Download and print PDF immediately. Price: US $749

Our Money-Back Guarantee: If you are not completely satisfied, return it for a full refund within three weeks of your online purchase.

Already a Forrester Client?
Log in to read this document.

Add to cart

Find Documents In Related Categories

This document falls under the following categories. Click on a link below to find similar documents.

Analyst: Laura Ramos
Technology: Customer Experience, Design & Usability Processes, eBusiness/eCommerce, Marketing & Advertising, Web Site Design
Industry: Business-To-Business eCommerce
Geography: Asia Pacific, Europe, North America

Archived Teleconference:
The 2009 Economic Impact On B2B Marketing Budgets And Practices
Original air date: Monday, May 18, 2009
corner border corner
Ratings and Comments
NOT YET RATED
corner border corner