Micromarketing To Microbusiness Owners - Experian Hits The Target
Tags: Marketing Services,
How should B2B marketers differentiate themselves from the competition? An analysis of the small-business owner can provide the answer.
Small businesses represent more than 50 percent of the nation?s gross domestic product. Many marketers have begun targeting this lucrative segment. As this desired population is increasingly saturated with marketing solicitations, it is becoming necessary to deliver relevant and targeted direct marketing offers that stand out from the crowd. However, the traditional approach to segmentation within the business-to-business market has relied solely on business firmographics. While important, these business attributes do not provide enough insight into the small business to enable effective communication and targeting. So how should B2B marketers differentiate themselves from the competition? An analysis of the small business owner can provide the answer.