Market segmentation is the strategic process of dividing a broad consumer or business market into sub-groups of buyers who share common needs, preferences or characteristics. Traditional approaches ...

In my travels as a strategy consultant, there is one constant among new clients: a lack of definition around target markets. Clients tell us they have clarity, but when we pull back the kimono, we ...

Few would disagree with the view that since the 1950’s, when the practice of market segmentation began, it has been the cornerstone of any marketing strategy. If you define your market segments ...

Many professionals view a go-to-market (GTM) strategy as merely a launch plan, but it represents so much more. It’s an ...

Selling to other businesses has never been simple, but in 2026 the game has shifted significantly. Buyers self-educate before ...

Forbes contributors publish independent expert analyses and insights. Rebecca Shaddix covers overlooked aspects of big data and technology. Oct 28, 2024, 10:45am EDT Attribution in marketing gets a ...

Based on data from its call center, a warranty company thought its market was predominantly female. However, when that company commissioned marketing research, it found that its customer base was ...

When it comes to modern marketing, consumer research provides marketers with the insights needed to keep up with the ever-evolving preferences and behaviors of their audience. Consumer research ...

Every customer your business interacts with has unique needs, tastes, budgets, and more. So, it doesn’t make sense to treat all your customers alike. A marketing campaign that tries to speak to your ...

More emails are being sent today than ever before: The number sent and received is projected to reach 376.4 billion by 2025. For that reason, it's now more complicated for senders to reach their ...

While auditing PPC accounts from agencies, freelancers and in-house teams, I’ve found that Performance Max campaigns typically fall into one of four categories. Below, I’ll break down each category, ...

Adam Hayes, Ph.D., CFA, is a financial writer with 15+ years Wall Street experience as a derivatives trader. Besides his extensive derivative trading expertise, Adam is an expert in economics and ...