An Attitudinal Segmentation Primer
Did you know that you can segment your market based on the attitudes your customers have toward buying your products and services? And that if you do this you will be able to separate out high return from low return…
Finally, A Choice Modeling Primer
I bet you didn’t know that Choice Modeling was initially a psychological theory on how people choose foods they want to eat. I bet you didn’t know that economists picked it up to predict the choices consumers would make for…
Where’s the Personalization in the Enterprise Software Buying Experience?
Can someone please point me to all those great personalized B2B web sites? You know the ones… they kinda ask you as you hit the home page who you are, gather some basic demographics/firmographics and then proceed to customize the content experience for you so you’re more likely to find what you need. I get [...]
Can You Predict How Your Market Will Behave?
You can’t? And you call yourself a Marketer??? Granted, market modeling was never the traditional purview of marketers, but seeing how Markets have evolved, gotten so much more competitive and so much more saturated, I don’t know how you can pass up a chance to be smarter about the way your organization goes to market. [...]
Enterprise 2.0: New Tech, Same Old Marketing
Walking the floor at the Enterprise 2.0 conference today I was struck how after all these years the needle hasn’t moved much in terms of how a technology company markets themselves. There’s the obligatory vendor pavilion with the obligatory hard…
Storming the Castle: Chapter 1
Folks… here’s an excerpt of Chapter 1 of my eBook, Storming the Castle: Developing a Go-to-Market Strategy That Enthralls, Intoxicates and Drives Growth. Many organizations think of markets as castles — surrounded by difficult to cross moats, filled with hostiles, their customers and prospects and all resulting in a lot of casualties when these organizations [...]
