In fast-changing markets, greater confidence in the best
next move. Sophisticated market segmentation is
increasingly common at consumer-oriented companies,
allowing them fine-tune product and pricing strategies
to achieve maximum impact. But business-to-business
companies have had a harder time moving beyond
traditional market segmentation by geography, industry,
and size. Most B2B executives recognize that neither new
technology nor fancy product features will do much to
attract more customers, or to convince existing
customers to buy more. But figuring out how to develop
B2B segmentation schemes that directly tap into customer
concerns and business problems has been elusive.
