Tag Archive: Marketing Segmentation

Metaphor 7: The Messaging Summary

Over the last set of posts, I’ve discussed the subtleties of messaging in relation to how we think and how the brain works. I have a strong conviction that most B2B messaging is still stuck in the facts and figures mode, and most companies are trying to use reason and logic alone to persuade prospects to buy their products. As a result, they are missing huge marketing and sales opportunities, especially when positioning for market growth.

Segmentation

90% of marketers use only demographics such as company size or SIC code for segmentation. They do this because other forms of segmentation are more difficult. I believe there is a hierarchy to levels of segmentation, and that there are levels that are much more productive than demographics. The hierarchy from less productive to more productive levels of segmentation and from easy to difficult is: 1) Demographic, 2) Buyer, 3) Persona, 4) Behavioral and 5) Narrative.