Customer segmentation in complex B2B markets

What do you need to do when traditional customer segmentation just won't cut it?

Discover why a flexible “customer lens” framework can help your organization reduce complexity and present the right products and messages to the right customers.This talk will explain how to overcome segmentation challenges in complex markets and how you can implement this dynamic framework throughout your company.

Watch this PMMnow session to learn:
✅  How to profile your target customers when buyer decision committees could involve 15+ people across different functions and regions
✅  How to identify customer needs when your products serve multiple industries
✅  How to market your products to an early adopter versus a tech laggard
✅  Which customer classification is most important

Laura Varela is the Global Marketing Strategy Lead at PayPal.

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