Operationalizing Needs-Based Segmentation

Portfolio marketing should segment potential buyers and customers based on common needs. A needs-based segmentation approach allows direct targeting to buyers who are more likely to purchase offerings related to these business needs. All too often, however, organizations fall back on traditional segmentation approaches and miss the opportunity presented by needs-based segmentation. In this report, we outline the challenges associated with operationalizing needs-based segmentation and provide practical solutions to take a needs-based approach with confidence and a clear plan.