B2B Database Marketing Simplified—
Segmentation, Targeting, Positioning (STP)
Developing a real strategy for managing your Customer database, which if you’re like most firms, is your life-blood. Continually refine your Customer Profile and keep your database clean.
Strategy
Database marketing lets you take information you already have, analyze it to find patterns, and use the analysis to run better marketing and sales programs by targeting specific groups with specific messages about products or services that are important to them.
The STP acronym is this simple:
- Segment your database into subsets based on a specific criteria. For example, female students and male students.
- Select which Segments you will Target based on the likelihood of you being able to differentiate yourself within your selected segment. It stands to reason, the more you are able to differentiate yourself in those selected segments, the more likely you will enjoy higher profit margins and good customer retention rates.
- Positioning is how you intend to align yourself and your products with the customer’s beliefs. This goes back to your Key Messaging Workplan (
Marketing Strategy T-02 ) and your clear and concise messages.
Welcome to the Marketing-Playbook
The Definitive Guide to B2B Marketing
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There is absolutely no reason to learn B2B marketing on your own or to suffer the career-risk from trying new vendors or untested marketing strategies.
Learn how YOU CAN make this vital Marketing Strategy part of your marketing game plan to drive top-line revenue for your company today!
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“WARNING: Do not read The Marketing Playbook late at night—your mind will be so jammed with stuff to do—you won’t be able to sleep. Buy it. Read it. Take action on the advice. Or else-stop whining about your marketing problems…”
—Doug Hall
Eureka! Ranch CEO,
Judge on ABC TV’s AMERICAN INVENTOR