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Category: Understand your target market

  1. Better B2B segmentation: Four steps and a case study

    By Andrew Dalglish -

    Last week I was invited to join The Network of Aspiring Woman, Birmingham Group.  I was tempted.  After all, “it’s where networking feels like a party”.  However, I declined for two reasons.  I live in London.  I’m a man.

    Clearly the Network’s execution fell short, but their strategy is smart.  Rather than trying to be all things to all people, they’ve segmented the market and targeted a niche group.

    Contrast this with another experience.

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  2. Measuring the role of emotion in B2B decision making

    By Andrew Dalglish -

    I received this question by email recently.

    “B2B marketers don’t target companies, they target people who make decisions for these companies.  People being people, these decisions have rational and emotional components.  Research often focuses on the rational part but forgets the emotional bit.  How can we ensure both dimensions are represented?”

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