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ISBM Pulse: intermediaries

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B2B2C Market Segmentation (Robert Thomas)

A common complaint among firms is that B2B market segmentation does not really work that well. A possible reason may be that true market segmentation does not stop with one’s direct customer but should also include the customer’s customer and so on in a multi-level B2B2C market segmentation structure. A B2B2C market segmentation alignment may lead to innovative positioning, as well as, creative message levers for the sales force to use as an argument to gain advantage according to strategically aligned segment needs. Case studies will illustrate this approach.

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B2B Salespeople Need To Act More Like Travel Agents

Do B2B buyers really want to be left alone? Research in this Harvard Business Review article suggests that there are a lot of frustrated and unhappy B2B buyers out there who could use a little help. By acting like a travel agent, B2B sellers can smooth out the sales process and guide customers to a more satisfying end.