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B2B Digital Marketing: Using the Web to Market Directly to Businesses by Michael Miller

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2. Segmenting Your Audience

Before you begin devising your B2B digital marketing strategy, you need to better understand just who it is to which you are marketing. Key to this understanding is being able to identify the various segments of your customer base, and then determine how these different types of customers use digital media to make their purchasing decisions. Then, and only then, can you target specific digital media to these different customer segments.

Why Audience Segmentation Is Important

What is audience segmentation, and why is it important?

Audience segmentation, sometimes called market or customer segmentation, is simply the act of dividing your target audience into groups that share similar needs and demonstrate similar buyer ...

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