From all my years in research and consulting, I think I’ve learned a thing or two about marketing worth sharing. Enduring fundamentals, mostly—yet often overlooked. So, over the course of my biweekly ...

When it comes to market segmentation, I don’t see truly well-documented cases often. At a more simplistic level, we think of classic matrices such as BCG or McKinsey’s. But the real exercise of ...

The era of micro-targeting B2B decision-makers with narrow targeting attributes is over. Opt-outs are surging, data collection is limited, and once-granular targeting options are fading. It's time to ...

“Pulse is a breakthrough data product that will greatly improve segmentation and targeting around the globe,” said Peter Stark, executive vice president of Veeva Data Cloud. “We look forward to ...

Paul Fennemore is Managing Director of Viapoint. Viapoint is the leading Social Media Consultancy, Services and Training Provider. Paul backs up what he preaches by grounding it on objective and ...