I hate market segmentation. I understand why we need to do it, but for B2B marketers, it’s a tedious, often fruitless waste of time. Consumer marketers get to play with demographics, psychographics and other juicy factors. We get something called firmographics, which sound more like control top hosiery than a useful way to view a […]
When Bad Assumptions Happen to Smart Marketers
Years ago, when companies still paid to caffeinate their workers, I had the desk closest to the coffee station on my floor. Mostly this meant I could smell a fresh pot before anyone else, and occasionally had to rescue one that was boiling dry on the old Bunn-o-matic. The downside was that at least once a […]
