Business-to-Business Marketing
Fourth Edition
Videos
Click on the following links. Please note these will open in a new window.
B2B International Videos on Value of Segmentation
There are two videos and a webinar on this page from B2B International, a commercial consultancy enterprise. They introduce basic segmentation principles.
Video shows the financial growth possibilities across set of sectors (rather than, strictly speaking, client segments)
Webinar about Money Mapping which is a form of segmentation using market penetration and revenue as the key variables. The webinar is slanted towards the thought process behind Money mapping as a form of segmentation and a focus on helping businesses realize how much money they are potentially spending on bad customers that offer no value.