Using Psychographics with Role-based Targeting

Recent research by CEB and Google (“From Promotion to Emotion,” October 2013*) on the role emotion plays in the B2B marketing process has returned some surprising and insightful results.  Counter to conventional B2B marketing wisdom, where branding and the communication…
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3 Key Benefits of Psychographic Segmentation

Lisa Vitale on Benefits of Psychographic Segmentation. While there are many ways to segment your target audience, B2C marketers are successfully using psychographic segmentation as a competitive advantage – but is there any value in this technique for the B2B…
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