Category Archives: buyer behavior

Segmentation for the Nation

By Robert Lesser | Published July 29, 2011

In earlier post entitled the Top Five Reasons to use Segmentation, I wrote about the importance of segmentation in B2B marketing. Segmentation requires an in-depth understanding of customers generated through analysis and research.   Many large organizations either buy research from consultants and analysts or commission their own research. A relatively new source of research is the tracking [...]

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Top 5 Reasons to use Segmentation

By Robert Lesser | Published March 31, 2011

There are now more reasons than ever to invest in segmentation. Through segmentation a marketer identifies groups of customers that are ranked by their sales potential and can be classified based on any number of criteria.      By leveraging this intelligence, marketers can profile their ideal customer and forecast outcomes for marketing programs. Traditionally, B2B marketers [...]

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Messaging Maximus for Lead Generation

By Robert Lesser | Published November 30, 2010

Does your messaging speak to the lowest common denominator? I am speaking of the email blast or direct mail piece that is one-size fits all. Or the telesales call that is the same for every conversation and simply asks: are you buying? Buyers react negatively not because lead generation and outbound marketing interrupts their day [...]

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