Market Segmentation: Goals And Principles

January 1st, 2018

With contributors:

Lisa Singer , Beth Caplow , Amy Hayes , Sam Somashekar

Summary

Many B2B companies market and sell their products in the same way, using the same message, to a wide range of buyers with different needs. Or, if they divide their buyers into groups, they do so in a way that does not enable the product, marketing, and sales approach to be tailored to specific buyers. Proper segmentation can improve alignment between product, marketing, and sales; focus resources; and identify growth opportunities. In this report, we review the goals of market segmentation and the principles that should be applied to define market segments.

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