B2B Marketing Channel Segmentation

clario Analytics' Deb Campbell, Co-Founder & VP, Consulting Services was recently featured in BtoB, the magazine for marketing strategists.

"With all the talk about how marketers are responding to the poor state of the economy, it’s important to consider that the core of database marketing best practices hasn’t changed all that much: Marketers still need to gather and keep the best data they can on their customers, understand them, segment them, track them over time, do some predictive modeling to market relevant to them and target new prospects most like them.

On the other hand, there is one element that really has changed over the past couple of years, and it may represent as big a challenge to marketers as the economy. I’m referring to the multitude of channels that database marketers now have to cope with." Read more...