Three Tactics for Effective B2B E-mail Segmentation

23 02 2011

B2B companies often copy segments that seem to work for competitors, but don’t allocate sufficient resources to define the right segments.

Some companies believe that segmentation reduces the number of available prospects when there are so many potential buyers outside of these segments. However, this view discounts the opportunity cost of working to convert lower-value prospects with much lower conversion rates than the high-value customers within target segments.

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