Traditional consumer segmentation studies can be complex, time consuming, and loaded with landmines.
These challenges become even more magnified when you try to segment a business-to-business environment, especially when research is new to the company’s culture.
Explore how issues like a sales force’s customer “segmentation,” multiple buyers at one company, and complex technical buying decisions complicate the segmentation process.
Learn how this dominant global brand in the labeling adhesive field embraced a new vision of its customer base in the midst of a changing industry.
- How to introduce research to an organization that is new to the process
- How to face the challenges associated with a B2B segmentation
- Explore options for next steps within a CRM database