Firms tend to go through a whole process in order to decide how best to divide up and conquer their market. The STP Process or Segmentation, Targeting, and Positioning process is how firms ...

From all my years in research and consulting, I think I’ve learned a thing or two about marketing worth sharing. Enduring fundamentals, mostly—yet often overlooked. So, over the course of my biweekly ...

Market segmentation is a marketing strategy that uses well-defined criteria to divide a brand's total addressable market share into smaller groups. Each group, or segment, shares common ...

Within B2B marketing today the adage “know your customer” has never been more relevant. The future of such lies in the ability to not just understand broad audience segments, but to drill down into ...