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.
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