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Article: Segmentation within vertical markets offers specificity; Ask the expert, Mike Hensley.(Vertical Insight)(Interview)
- Article from:
- BtoB
- Article date:
- June 25, 2007
CopyrightCOPYRIGHT 2007 Crain Communications, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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BtoB: How are vertical marketing strategies changing?
Hensley: Our clients' vertical marketing programs used to be constructed around vertical industry marketing venues, where we delivered messages that reflected a broad-based, high-level, one-size-fits-all understanding of industry applications and benefits. Today our clients recognize an opportunity to dig deeper to create marketing programs that take into account different customer needs and buying behaviors within a given industry vertical. What has emerged are segmentation strategies based on an understanding of prospect/customer groups by value perceptions and brand preferences. This deeper knowledge and ...